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A Hero's Branding Journey Down Archetype Lane

“ Applying consumer psychology to branding. This is a slightly modified version of a presentation given at Kantar's "The WHY code" seminar on neuroscience, neurom”


Via Sandra Pickering @opento, Abush
Martin (Marty) Smith's insight:

This is a great Slideshare. Branding archetypes page is worth the price of admittance. Archetypes form the core of personas and segments, something every Internet marketer is scrabbling to inject into their marketing. 

Why care so much about personas and archetypes? Those concepts help create relevant marketing. Relevant marketing creates engagement and engagement becomes money. 

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Martin (Marty) Smith's comment, February 9, 2014 7:46 PM
This was GREAT. Great share thanks. Marty
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3 Tips Turn Social-Media Strategy Into Brand Engagement [+ Marty Note]

3 Tips Turn Social-Media Strategy Into Brand Engagement [+ Marty Note] | BI Revolution | Scoop.it
Ten to 20 years from now, the year 2012 will be defined as the year that social took over all things media.
Martin (Marty) Smith's insight:

I love tip #2: Let Consumers Create Their Own Brand Experience

This reminds me of the book The Experience Economy by Pine and Gilmore. Yes, by all means allow, suggest and encourage your customers to mashup, change, comment on, participate in and riff on your brand experience. 

Brands are living things. Any brand's story evolves, grows and changes over time much like the arc of a life. If you look at most brand lifelines they are wavy like a sine wave. Brand acceptance has ups and downs.  

 

When I worked for M&M/Mars we thought WE were in control of OUR brands. Not so much anymore. Today, THEY are in control of YOUR brands, or at least that is what you really want. Sure you get to curate what THEY do with YOUR brand, but you can't "control" anything anymore.

 

Control was always an illusion. Since brands are cultural memes shaped by the tides, winds and storms of opinion, myth, truth, romance and love they can be hard to reconcile, hard to understand what comes back at you. 

Ever play that game where you are in a circle of say 30 people and tell the person next to you something, they tell the person next to them in turn and when what you told gets back to you it is not recognizable? Brands are playing that game as I write this out there in social media land. 

I should say brands are monitoring that game, if they are smart, because it is possible to shape the sine wave with the right juice at just the right time. What is the right juice at just the right time? Sure I tell you, you tell 29 people and I don't recognize my answer when it comes back (lol). 

 

 

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5 Common Business Intelligence (#BI) SEO Mistakes

5 Common Business Intelligence (#BI) SEO Mistakes | BI Revolution | Scoop.it
Martin (Marty) Smith's insight:

BI and SEO
Search Engine Optimization is wound like a golf ball. The tighter your wind the rubber bands of business intelligence the more valuable the data you draw from the well. It is EASY to make business intelligence mistakes. Here are several common BI mistakes.

Top 5 BI SEO Mistakes
1. Poor tagging.
2. No A/B Testing.
3. No "Read The Cookie" Fire The Site.

4. No or poorly located email subscription.

5. No Social Media Reports or only GA.

 

Tagging is both art and science. How you "tag" or identify pages or pieces of your template make a dramatic impact on your ability to report critical data such as how many clicks a Call-To-Action (CTA) receives, the importance of a link or graphic and what your visitors care about and could care less about.

When YOU create a web page MOST of what you think will be important won't resonate. I've conducted hundreds of studies of links on web pages and a tiny % get all the traffic (sometimes as high as 10% of the links command 90% of the clicks).

This is why #2 is so important. You MUST, MUST, MUST test. There is no excuse to test these days. Even if your IT team can't split traffic for you there are services that will help (Optimizely is my favorite https://www.optimizely.com/).

#3 "Read the Cookie, Fire The Site" creates a relevant website based on data your programmers can pluck from a visitor's "cookie". A cookie is an identifiable piece of code that informs where a visitor's computer is located (GPS-like), where they came from such as Google and whether they are NEW or a return visitor.

Relevance is SO important every website should read the cookie and fire relevant information into a zone on their website. Read the cookie fire the site isn't technically complicated, but few web design teams think about it because it is a marketing or BI function to think about engagement and relevance.

The highest converting websites understand their site is NOT an end unto itself but a MEANS to an end. One of those important ends is to have the ability to communicate directly with your customers without paying Google or anyone else. Email marketing subscriptions is one of the most important and often overlooked functions of any website. Don't overlook where you place email subscription forms EVER. Above the fold and high contrast. Also make sure to note, "Privacy protected".

Finally Google Analytics under reports Social Media Marketing by 30%, so you must have another way to understand your conversion funnels. Without a tool like Coremetrics or Topsy you will undervalue Social Media and make poor BI decisions.

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