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3 Must Have Digital Channels For Every Business

noreply@blogger.com (Peter Idem) — Mon, 15 Nov 2010 02:37:00 +0000

There is no denying the necessity and the benefits of a properly executed digital strategy. But with the myriad of digital channels emerging everyday it can be hard to decipher exactly which ones are the right fit for your business. Well, no matter what new tools pop up, here are 3 digital channels that every business should be using.

Search Engine Optimization (SEO)

Fully optimizing the important pages of your website is by far one of the most important yet overlooked digital channels. By now we have all heard the buzz words Search Engine Optimization, but many small businesses and small business owners are still unsure of exactly what it is, and why it is important. So, let me break it down.

SEO puts your business (website) directly in front of your target audience. How? By optimizing the pages of your website with targeted keywords. These keywords are words or phrases that people type into a search engine when looking for your particular business, product or service you provide.

Properly done, this ensures that page content will appear at top of Search Engine Results. Due to the fact that most people rarely look past the first page of search results, it is vital that your business ranks as high as possible for the very best targeted keywords.

Social Media

Like Digital channels, there are a slew of social media platforms with more and more popping up everyday. Choosing the right platforms for your business can be a daunting task, but the rewards far outweigh the time spent. The right combination of social media platforms can build your audience, site traffic, and referrals for your business. Still unsure of why you should use social media? Watch this:

In addition, social media also works hand in hand with SEO. Think about it, the goal of SEO is to provide pages of great content, rich with targeted keywords that will organically attract the attention of the search engines. This is exactly what a Twitter profile, Facebook group or YouTube Channel (as an example) will do. Also, it puts your content in more places, and expands your digital footprint.

Email Marketing

Building and managing a targeted email list is vital. By collecting this data, you begin to build a database of people who are not just interested in your products or service, but that are also asking you to keep in touch with them and send them updates. This provides a great opportunity to delivering high relevant communication to recipients and turn prospects into customers.

In this digital age, the question is not will you use digital channels to promote your business, but how will you use it. The absence of a digital presence can be disastrous for your business, just ask BP. But even as the Internet continues to mature and technology more sophisticated, the principles behind SEO, Social Media, and Email Marketing will still be at the foundation of any digital marketing strategy.

Why Adidas Basketball Uses Online Video

noreply@blogger.com (Peter Idem) — Thu, 04 Nov 2010 05:58:00 +0000

The days of the ignoring the power and possibilities of online videos are long over. Digital marketers now embrace this medium as it has the potential to reach a vast audience. Still having doubts? Well, YouTube is now the second largest search engine. This means that there is a HUGE opportunity for marketers to step in and provide content, answers and even some entertainment to potential customers.

Earlier this year Old Spice demonstrated just how effective online video can be with their online video campaign centered around the theme “The Man Your Man Could Smell Like.”

Not only did this campaign garner over 5.9 million views and over 22,500 comments, it also translated into increased sales. "According to Nielsen data provided by Old Spice, overall sales for Old Spice body-wash products are up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent."

Recently, Adidas has tried to emulate this success with their ‘Fast Don’t Lie’ video campaign. Starring NBA stars Dwight Howard and Derrick Rose the series is expected to spark interest and conversation for these player’s new Adidas basketball shoes. Which will ultimately (in a perfect world) lead to sales.

The promotion features 5 videos and an interactive game within a video. Since its release, three videos have been released and have amassed over 1.9 million views since October 6th.

The promotion began with the video ‘adidas Dwight Howard, Derrick Rose and Slim Chin: Fast Don't Lie Music Video’ which has gained 1.4 million views.

The second video ‘adidas Derrick Rose and Slim Chin: adiZero Rose’ has earned over 300 thousand views.

Followed by the third video ‘adidas Slim Chin and Dwight Howard: The Beast’ with just 95,558 views.

With that said, there are many great takeaways from the Adidas campaign. The branded YouTube channel page has a innovative design and does a great job of showcasing the videos, an interactive game and even includes calls to action that takes customers to the Adidas website for more information on the shoes and another to footlocker.com for purchase.

They've even included other fun giveaways like ringtones and desktop wallpapers. These are great free gifts as people who enjoy the video will download and use them. In doing so these customers interact with the brand long after they finish watching the videos and indirectly share the campaign with anyone they come in contact with who hears their phone ring or happens to see their computer screen.

Adidas does a great job of using interactive video to involve potential customers with the product. The game starts with a video where you are challenged by Derrick Rose to complete a set of moves as you drive to the hoop and score. The object of the game is to complete the moves faster than Derrick Rose. The game is simple yet challenging enough that you will want to play it at least twice.

Adidas also does a great job of grabbing attention and entertaining its audience. But unlike Old Spice, Adidas has taken the over the top, slapstick comedy approach. This approach is funny the first time, but may not bring about repeat views or a desire to share with others however this has yet to be determined. The campaign is still running and with the start of 2010-2011 NBA season and two more videos scheduled to be released, anything can happen.

Trends in Mobile Applications

noreply@blogger.com (Peter Idem) — Mon, 01 Nov 2010 05:26:00 +0000

Digital media has seen great innovations in just the last few years. Over the next two years three emerging trends will have a huge impact on the digital media industry.

The first is the in the area of mobile gaming. Gaming has evolved from the console to multiplayer, now to social gaming. One of the major trends in social gaming that will increase in the future is the sale or distribution of free games through mobile app stores. These games now follow a similar business model as entertainment sites like blogs in that they will let people access the games for free in order to build up their audience. They will then sell in game upgrades that will allow players to advance farther, more quickly.

Two more trends that work hand in hand is the decrease in the use of web browsers to access the Internet coupled with the increase in the use of the mobile Internet usage of mobile applications that access the Internet. Wired magazine recently published an article that explains this phenomenon. It is all about control. Mobile applications give people control over the information that is delivered to them and it is provided in a way that is convenient and easily accessible no matter where you are.

All three of these trends have to do with mobile technology. Though in-game sales are not new, as the number of players increase we will also witness an increase of in game advertising. Not just banner ads on the title screen, but the kind of product placement that we observe in movies and on console games. This will be a great source of revenue for publishers in the future.

The same rings true for all mobile applications. If these publishers are able to obtain both the geographic and demographic information of their customers this will create a great opportunity for marketing. The smart marketer will use this information to give targeted local ads to players, while providing local businesses with an opportunity to give to offer discounts to and other special promotions to people in their area.

The increase in mobile internet usage holds great opportunity for marketers. Emails are great but the new gold lies in a customers cell phone number. With SMS open rates at 98% companies should be looking for new ways of engaging with customers. Companies that take the time to develop quality applications will attract their customers and put themselves in a better position to engage with them and send promotions through a medium that commands attention.