January 28, 2010
Apple: Branding 101
Image by Getty Images via DaylifeOne of my observations about Apple is that they seem to enjoy the most pristine and unsullied consumer brand in the world. Much has been said about the company's use of tightly controlled and proprietary systems, however, this is probably of the chief reasons that Apple that is able to possess such a singular idea in the minds of consumers.
When I think of Apple what comes to mind is "forget about being commercial...its all about unapologetic innovation for innovation's sake". In doing so Apple has birthed a brand of one.
If there was one aspect of marketing that Apple has mastered it would be the Ries Law of Publicity (from The 22 Immutable Laws of Branding), which says that,
"The birth of a brand is achieved with publicity, not advertising. A new brand must be capable of generating buzz through the media and the public."What is so interesting in fact about Apple's mastery of this law is that while most brands lose their luster and ability to generate publicity after a few years-more than 25 years later Apple is still wooing crowds. Take the iPad, for instance, it seems that for years bloggers and the tech community have been foretelling Apple creating an iPad-like device. So it should be no surprise that from the moment Steve Jobs proclaimed Apple's impending "big announcement" until the iPad was actually unveiled Apple has received a countless and near priceless amount of publicity from bloggers and any other media outlet that you can think of-both big and small.
But Apple doesn't stop there. I am told that that just one visit to their site is enough to give a usability pro goose bumps. The site is a study in what it means to have an effective user interface...Notice the consistent site navigation, the clean and simple interface, the intuitive labeling of everything, see how easy it is to find what you are looking for on this mammoth of a site? Now...contrast this to a competitor's website and you'll know what I mean.
My final observation about Apple is that they have successfully merged their Internet marketing strategy with their offline strategy in a way where instead of bumping into each other the two strategies seem to be seamlessly intertwined.
Update:
Let me leave you with this excerpt about Apple's brand personality that comes at you from Marketing Minds:
"Apple has a branding strategy that focuses on the emotions. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers."
January 27, 2010
Interactive Marketing Analyst
INTERACTIVE MARKETING ANALYST
Job Description
Responsibilities include maintaining data integrity of the web analytics tools, tracking web metrics, providing quantitative reporting and analytical support required by key internal and external constituents of IL. In addition, the analyst should be able to create Microsoft Excel and PowerPoint reports for presentation purposes. This individual will be responsible for working with developers, business analysts and business managers to frame business problems into performance metrics and provide routine and adhoc reports supporting these initiatives.Experience and Skills
- Bachelor's degree and at least three to six years of related experience and/or training; or equivalent combination of education and experience.
- Understand website structures and how websites are tracked through web analytic tools
- Analyze web site performance, trends and click stream path activity to provide insights into strategic marketing initiatives
- Provide weekly, monthly and ad hoc campaign specific reporting in order to understand traffic patterns, site metrics, marketing performance and optimization opportunities
- Understand the role of web metrics in achieving overall KPI
- Create and maintain key reports and dashboards
- Develop best practices for analyzing user behavior
- Provide ongoing training and support for users of analytical tools
- Experience in using web analytic tools such as Unica NetInsights, Webtrends, Omniture, Google Analytics
- Experience in SEO and SEM
JOB RESPONSIBILITIES
- Understand definitions of web analytic terminologies and how they translate into meeting key performance indicators
- Tag web pages and links for tracking purposes in order to provide reports and insights on trends and web usability
- Extract data from various data sources to develop ongoing reports to assist internal and external clients to make more intelligent, data-driven decisions
- Interpret and effectively present results of findings to technical and non-technical clients and project teams
- Help interpret, use, and identify trends to improve business decisions and knowledge base for future strategic initiatives
- Build and develop relationships with peers and other internal clients in order to exchange feedback on consumer issues, identify and solve problems, assess analytic needs
- Experience with web metrics, website creation process, Microsoft Excel including Pivot Tables, database structures, Microsoft PowerPoint and SQL.
- Participate in Business Intelligence activities related to the data warehouse life cycle
To learn more about this opportunity please visit Intergrative Logic
January 26, 2010
links 01/26/2010 (a.m.)
Usability Counts | User Experience, Social Media
Always Be Testing: 8 Services For Usability Feedback
Usability Counts | User Experience, Social Media
- Over the weekend we had a chance to highlight Graphic.ly – a company that opted to release early (and imperfectly) in exchange for valuable user feedback.
Usability 101... Kim Berg provides an excerpt from a checklist she created and wrote about last year that covers the nuts and bolts of usability.
tags: usability, end-optimization, users, user-interface
- User behaviors change and evolve and it’s up to website owners to adapt. Constant attention must be given to how users and search engines interact with your site to ensure that you not only attract visitors, but give them reasons to come back.
Posted from Diigo. The rest of my favorite links are here.
January 25, 2010
Papa Johns Web Awareness
On a whim I decided to look at it. What immediately struck me is that they listed their Facebook Fan Page and then they also displayed their web url-twice.
Noticing this made me take a peek at their Facebook Fan Page. It looked to me like just about every fan was either saying they just ordered from Papa Johns, was about to order, or was considering ordering and many of these comments referenced yesterday's NFL play off action as well.
Since I do all of my Papa John's ordering online, I am already very familiar with their website. One of the things about their website is that the site layout is extremely simple and the ordering process is quite intuitive.
I am willing to bet that Papa John's understands that their primary website persona is someone who visits the website specifically to make online pizza purchases. They maintain a near flawless Information scent on their site and it is all aimed at helping their primary users to reach their #1 goal-painlessly ordering pizza online.
This is a company that understands how to use the web and how to inter-weave it into everything that they do.
A peak at their homepage illustrates that they strive to make it as easy as possible for their users to order online. My only suggestion for them is to maintain the navigation links at the top of the order site so that users don't need to rely on their browser for navigation. But otherwise, so far I love everything about their online strategy.January 24, 2010
Persona Case Study: Honda Website
The assignment was part of a discussion on identifying website personas.
In particular, we were to look at the Honda site and identify the personas that the site was aimed at as well as the goals of those personas.
What follows below was my response to the discussion. One thing that I would like to note is that the web site persona concept is one that can be extended beyond the four personas introduced by Bryan Eisenberg:
"After studying the site's Quantcast results over 76 percent of the site's visitors are what is termed as passers bys. I would say that the passers by visitors represent a persona that I'd like to call "Christopher".
From further investigation of the Quantcast data as well as doing further research on Spyfu and Google it appears that Christopher has landed on the autombiles.honda.com website as a result of searching for hybrid fuel efficient vehicle comparisons and Christopher's goal is to narrow down his search for fuel efficient vehicles.
The name Christopher appeals to me because it seems to bring to mind a character that is highly meticulous in their decision making and who needs all of the facts. Christopher may have come from a Google SERP or from sites such as fueleconomy.gov and this leads me to surmise that Christopher has never owned a vehicle before, is somewhat budget conscious, college educated, is young with no children, at the entry level phase of their professional career, to make a long story short Christopher is really just starting out on his own in life and therefore just wants to make the most practical decision.
If Christopher ends up driving a Honda, there's a fair to good chance that this might be a purchased or slightly used Honda.
There is also another persona that I have identified, which I'd like to call "Nick". Nick is already a fan of the Honda brand and he more than likely comes to the site not only already knowing that he wants a Honda, but he even already knows the type of Honda that will best suit his lifestyle. Nick's lifestyle is that of a very stable, yet highly upwardly mobile professional in the middle of his career. He might be considered affluent and yet eccentric.
Nick is also very likely to own a well rounded investment portfolio-which is why he's looking to lease a Honda instead of purchase one. To do this he must have a solid credit rating and the upside for Nick isn't necessarily simply the savings afforded by leasing but rather what he gets to do with those savings which is invest them into more investments. This is important to Nick because he's a family guy and he needs to be prepared for things like his 10 year old daughter's college tuition. Nick is a Honda fanatic and has leased and/or owned several already because he likes the fact that they are safe, reliable, and trendy vehicles that wont give him many problems.
A final word about Nick is that although he makes up a much smaller percentage of the Honda site's visitors, he is the bread and butter of the Honda brand because he happily "sells" the brand to others and is happy to pay a premium for everything that Honda has come to symbolize."
links 01/24/2010 (a.m.)
tags: landing, pages, goals, advertiser
- As I’ve written before,
value creation on the web involves more than a one-to-one exchange of value. A
trifecta of goal fulfillment between your product or service, your audience and
a third party (advertiser, restaurant, etc.) is required to create value.
Posted from Diigo. The rest of my favorite links are here.
January 23, 2010
links 01/23/2010 (a.m.)
Official Google Webmaster Central Blog: Google's SEO Starter Guide
tags: google, webmaster, SEO, best, practices
- So, the next time we get the question, "I'm new to SEO, how do I improve my site?", we can say, "Well, here's a list of best practices that we use inside Google that you might want to check out."
Posted from Diigo. The rest of my favorite links are here.
January 21, 2010
links 01/21/2010 (a.m.)
HOW TO: Leverage Social Media for Career Success
- Social media tools are becoming mandatory for career success. They are free advertising and give you the ability to connect directly with hiring managers, entrepreneurs and recruiters, instead of applying for jobs through job boards, which are black holes. Your digital assets — blog, podcast, and social networking profiles — are your online identity and how people discover and connect with you. You have the ability to leverage one or all of these social media tools in order to present a positive image and be recruited for a position that aligns with your passion.
Posted from Diigo. The rest of my favorite links are here.
January 20, 2010
Mashable Expounds on Using Social Media for Career Success
Mashable Expounds on Using Social Media for Career Success
The other day while surfing the web I happened across something on Mashable that caught my eye...An article describing how to use social media to land a job. Now as skeptical as I've come to become of the one size fits all approach to social media that has become so prevalent on the web as of late this is an article that I found to be highly worthwhile reading.
Decided to post it here because this is something that seems to be especially applicable to Internet marketing professionals.
HOW TO: Leverage Social Media for Career Success:
"Social media tools are becoming mandatory for career success. They are free advertising and give you the ability to connect directly with hiring managers, entrepreneurs and recruiters, instead of applying for jobs through job boards, which are black holes. Your digital assets — blog, podcast, and social networking profiles — are your online identity and how people discover and connect with you. You have the ability to leverage one or all of these social media tools in order to present a positive image and be recruited for a position that aligns with your passion."Also of interest to me in this article was Schawbel's bullet point describing the necessity of first defining and developing one's personal brand prior to attempting to utilize social media to further one's career.
I'd be curious to hear from any web professionals successes or failures regarding your use of social media to bolster your professional endeavors...
Findability: Red Headed Step Child of Web Design
Because findability is such a broad discipline it can take on a fuzzy and academic tone in the minds of many web professionals.
As a result we see the same behavior that Mr. Walter mentions in this A List Apart article.
I think that getting the support of other members of the team is a function of demystifying the topic both to the client and to the other members of the team. Once web professinals are able to assign a certain value or relevance to findability then the rest should be easy...
A List Apart: Articles: Findability, Orphan of the Web Design Industry:
"Although Findability had a closely knit family, he felt like an orphan, because his siblings always seemed to get the lion’s share of time and attention from the folks in the web design agency. Everyone fawned over the curly-haired, rosy-cheeked twins Information Architecture and Usability who put everything in its place with a label that all would understand. Project Management garnered everyone’s respect for his deft communication, confident leadership, and his well-pressed, khaki trousers. Although Development was a little nerdy and shy, everyone admired his brilliance—from which he created an artificially intelligent search algorithm in just two lines of code. Super-hip Design was the cutest of them all. He seemed to win top accolades all by himself whether his siblings joined him on a project or not."
January 18, 2010
Full Sail University: Internet Marketing Industry Observations
Initially, the way that I'd viewed the program is that each my classes taken in the program provided a necessary component of Internet marketing that all web marketing professionals needed to know in order to excel in Internet marketing.
However, as the program progresses there is an alternate point of view that I'd like to look deeper into. So each class that I have taken has taken on a singular focus. For instance, after some primers on research and academic writing my first Internet marketing class focused on understanding how brands can use SEO to improve their web presence, the next class taught me how to analyze a brand's new media marketing landscape, afterwards was a class that looked at how branding and storytelling are able to affect a brand's development in their respective marketplace, after that was a class that introduced me to intent based marketing using advanced pay per click and search marketing strategies, and right now I'm studying web site usability which looks at how to create web sites that are both usable and findable.
Further down the line it looks like the program will revisit SEO, research and analysis, and web metrics. It will add online pr, Internet law, and campaign management.
It appears to me that although as web professional it is highly helpful to understand each of these concepts it is probably more desirable for Internet marketing professionals to specialize in one of the major Internet marketing concepts taught in this program. For instance, one could focus on intent based marketing, SEO development, online branding, usability, and etc. and base one's entire career or consulting practice upon any one of these concepts. Of course whichever focused path a web professional chooses to pursue it would help tremendously if they could also add to that the understanding of research, metrics, and analytics.
This to me is the value in my attending an immersive learning environment such as Full Sail's Internet marketing program. Of course, since I'm still learning I have not had time to decide which topic to make my focus but I think that's where the thesis/marketing plan comes into place such that by August 2010 I'm sure that I'll have a much better idea as to which aspect of Internet marketing to specialize in for the duration of my career in the web marketing profession.
January 15, 2010
Steve Krug Video Explains How to Make Usability Easy
In this video usability expert Steve Krug breaks down usability and testing from a practical standpoint. Tip: The video gets especially interesting around the 45 min mark when Steve conducts an actual usability test with what appears to be a random audience member...
January 14, 2010
Benin's Links: Website Usability on a Shoestring
Bargain Basement Usability Testing
Paul Boag explains how to do web site usability testing on a shoe string budget. To summarize usability on a budget entails more regular testing, smaller user groups, and less concerns over who gets tested. The article even provides a sample test script.Tags: usability websites testing test Posted by: beninb
Source: http://www.diigo.com/user/Beninb
Daily Links
eBay's Approach to Enterprise Level Ecommerce SEO
Wonderful interview with Dennis Goedegebuure, head of eBay's SEO team about search engine optimization in general, his background in the field, and how SEO has helped eBay.
January 12, 2010
Persona Creation-Step by Step
Practical Persona Creation | evolt.org:
"A persona is a user profile that you can use to help make design decisions, as well as use to aid you in other ways. These profiles are created from your knowledge of your users, usually knowledge gained from user testing and research. Think of it as having a “virtual” user to bounce ideas off and help you keep the goals of the user in mind on a day-to-day basis. They are another powerful and valuable tool you can add to your toolbox."The article goes on to describe the process, from start to finish, of collecting a web site's user data to sorting the data according to recurring patterns and then using those patterns to label the personas.
Web Specialist Needed in Atlanta, Ga
You’ll be entrusted with a high volume of work that requires versatility and problem solving skills. It is crucial that you understand the strategic business intent of specific projects and audience goals, which will guide the overall creative direction and influence the customer experience for InTopic clients.
All candidates must have:
• BA/BS degree from an accredited four-year college or university
• 4+ years of previous experience with an agency or interactive shop
• Excellent writing, grammar and listening skills
• Strong portfolio that showcases writing and conceptual skills
• Ability to communicate effectively with team members and clients
• An understanding of branding and brand development
• Ability to deliver projects from concept to launch on time
• Strong desire to learn about our clients and their industries
• Unrelenting attention to detail and a passion for quality
Please send resume and cover letter to careers@intopicmedia.com
SEO Atlanta Seeks PPC Professional
We are a growing and thriving Search Engine Optimization and Search Engine Marketing company in Atlanta. We are looking for an entrepreneurial minded individual with Pay Per Click experience to run our growing Search Engine Marketing department. The ideal candidate will be much more than just a techie, their opinions and input will be valued to maximize profitably for both the company and the selected candidate.
The selected candidate will be expected to conduct face to face and web based meetings with customers and potential clients. The candidate will also be expected to build and foster relationships with our customers for long term retention.
The ideal person would have these combinations of skills: PPC + Analytics + Customer Service/relationship + web design. This person may have been or might still be a PPC/web design freelancer that wants to join forces with a team of professionals.
Your responsibilities will be:
- Delivery + customer coddling.
- Manage add on products (call tracking, retargeting, display advertising)
- Customer service and retention.
- Run monthly reporting calls with customers
- Manage credit line with Google
- Establish messaging of PPC service
- Grow our display advertising line
- Web design skills are a big plus.
Send your resume to: SEOAtlantaGA-at-gmail.com
January 7, 2010
Web Usability and First Impressions
Image via Wikipedia
I just found this over at the marketing blog. Now you may probably be thinking, "great, just what we needed another web site usability list..." But hold on, I think that Red Russak really nailed it, these are things that we can all do to make our web sites more inviting to our visitors.
I like how Steve Krug puts it when he says that its sort of like going into a store, we are so used to seeing those aisle signs that tell us where to find everything that if we were ever to walk into a grocery store and not find those we might walk out. He calls this navigation conventions and says that the same applies when we arrive on a website, we expect to see certain elements in certain places.
So Russak's points 10 and 11 brought that to mind.
"10. Ease of Navigation – We’ve probably all been at websites that looked like they had great content that we wanted to read, but just couldn’t find what we wanted. I’m not sure if there is anything more frustrating on a website than poor navigation. On the other hand, well-constructed navigation can help visitors to have a very positive experience on the site.
11. Clarity of Purpose – New visitors should be able to very quickly determine the purpose of a website. Many sites effectively incorporate this into their branding by using a descriptive tag line that sums up the site’s purpose. About Us pages are also helpful for communicating purpose."
January 6, 2010
Has Blogging Changed?
My blog forays started in the fall of 2006. Of course my initial blogs focused on a slightly different topic which we occasionally address here too-doing business in Africa. But my point is that this was before other platforms such as Twitter and Facebook became predominate forms of instant communication.
Since initially starting I have stopped twice. The first time was after Joshua Wanyama and I founded Pamoja Media (digital think tank agency helping marketers engage African audiences) together and then a second time after making the decision to go back to school and pursue a master's in Internet marketing.
So during my holiday break, the one that is just barely in the rearview mirror I decided that it was time to jump back in. And in doing so I have noticed that blogging now is different than it used to be. In a sense it can be tougher now to gain momentum because a large portion of would be blog audiences spend most of their time on other platforms now-such as Facebook, Twitter, FriendFeed, and a host of other related mediums.
Initially, I was somewhat taken aback or even frustrated by this trend-but it didn't take long for me to throw up my hands and just accept that it is what it is. There's doesn't seem to be much that anyone can do about it. For a blogger to continue the process of engagement, in today's online environment, then they must learn to engage their audiences on all of the platforms that their audiences embrace. This means that as a blogger you may often need to continue conversations about something mentioned on your blog with someone via Twitter, a Facebook group, or whatever. And when this happens it is helpful that you just allow the conversation to go where it will without forcing it into particular direction. So my point is to say that blogging can still be a wonderful marketing tool, but not without leveraging other online communities.
Thats all I have. Please sound off on how you feel on the state of blogging in 2010...thanks for listening.
Dont Make Me Think
So I am reading Steve Krug's Don't Make Me Think and its one of the most awesome books that I've ever read-period! Seriously, the book's about web site usability and contains tons of insights that I'd highly recommend to anyone that publishes or maintains a web site or even a blog for that matter.
The Premise of Don't Make Me Think
The premise of the book is that as businesses or content publishers we only have a few milliseconds to capture our audience's attention. Because if we don't the competition is only one click away.
But what resonates with me is the author's candid no non-sense tell it like it is approach to the subject of web site usability.
For example...
For instance he starts the book by sort of building upon the title of the book, "Don't Make Me Think". What he's getting at is that when it comes to the Internet, all of us really just want sites that are simple to navigate and intuitive to the point where we are not forced by the site to ask ourselves little questions like, "what's this for?", "what do they mean by this phrase?", "are they trying to say such and such?", or my personal favorite, "can I click this?". So if your site makes people ask themselves those types of questions, then no matter how many bells and whistles you've got plugged into it...they just wont help you much.
The Bottom Line
So what's the point why would I be mentioning usability on a site that's supposed to be about serious Internet marketing??? Well, it's like this...If you're going to spend the time and resources to market and get the people to visit your site, wouldn't you rather that the customer or reader doesn't make it to the site just to bounce off less than a minute later due to usability mishaps? I thought so...and that was my point and if you haven't done so already please buy the book. By the way, its an e-book so if you head over and purchase it you wont even need to wait for shipping.
January 4, 2010
Ideas: Best Cities for Internet Marketing Professionals?
I have been asking myself lately what are the best cities to live in for professionals who work in the Internet marketing field.
Unfortunately, I am unable to find anything like this online. Has anyone seen any surveys touching on this topic or does anyone have ideas on how to go about putting such a survey together? Thanks!
January 3, 2010
Internet Marketing and The Decline of Broadcast Media
I found this quote today from one of South Africa's leading digital marketers-Walter Pike. I especially love the part where he discusses the object of marketing:
"My argument about the change in marketing is just this phenomena. The object of marketing has always been to spread an idea, the idea that the consumer should buy my product or service instead of someone else’s.
The best way in the past was to broadcast it over and over until the audience did, but as broadcast media loses effectiveness the best way in the future will be to produce something remarkable and get the former audience to talk to each other about it."walterpike.com, PiKE’s Thinking …, Sep 2009As Pike alludes to I think we will continue to witness further growth in the Internet marketing as more companies experience diminishing returns with their traditional mass marketing campaigns.
Also let me say that I think that allowing the users to talk to each other about products or services that they like is powerful. However, what I believe has been even more instrumental at ushering in a new era in marketing are the predictive trending tools now available to marketers by way of search engine marketing, behavioral targeting, and pay per click. Traditional media just has a really tough time competing, especially on a local level, because these forms of marketing are capable of yielding such amazing ROI.
January 2, 2010
More to Come in 2010
I think that 2010, for me, will have to be about focus. Amongst the tools that I will be using to help me to hone in on becoming a better Internet marketer are blogs. Here are a few that I hope to become more familiar with this year:
- The Marketing Minute. Tried and true marketing tenets that work online and off.
- Six Pixels of Separation. This site contains powerful insights on building the personal brand.
- Altitude Branding. A blog that looks at branding through the lens of social media.
A few other tools that I intend to explore are Instipaper and mobile blogging via email. Some of the concepts that I plan on digging deeper into this year are advanced SEO techniques, website usability, and intent based marketing.
Looking forward to letting you know how it goes!
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