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Branding Strategy Insider | 6 Influencers Of Brand Prosperity

Branding Strategy Insider | 6 Influencers Of Brand Prosperity | Social Media Marketing & Branding | Scoop.it

There’s an increasing temptation to see technology as the harbinger of hope and hazard.

 

... So what are the take-aways for strategists? How should we realistically plot futures for our brands that make sense now and yet make allowance for ideas and issues that are often founded but unproven.To me, brand prosperity depends on four actions:

1. Building and maintaining a purposeful, vigorous and curious, values based culture that is motivated to resist revergence.

2. Creating and implementing strategies that cement customer loyalty and generate areas of leadership. I say areas of leadership in the context of marketplaces because I don’t believe that a market leading brand needs to lead in every aspect of that market. It must however own the rights to a clear, sustainable and distinctive direction. “Own the rights” is not about IP. It’s about having permission from consumers to forge ahead with an idea and to take them on that journey.

3. Developing a flexible portfolio of strategies to address potential and actual competitor behavior across the four external forces (divergence, convergence, credence and re-emergence)

4. Funding research and development programs not just to develop product improvements but to look to prepare the brand to leverage emerging technologies and address pending issues in ways that correlate with the brand’s purpose.


Via Jeff Domansky
Suzie Cotterill's insight:

Brand prosperity can also be known as brand success, wealth or profitability. Mark Di Somma believes there are 6 different influences of creating a successful brand in business.

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Jeff Domansky's curator insight, February 27, 2014 11:49 AM

Recommended reading for branding and marketing strategists.

Erica Huynh's curator insight, August 18, 2014 11:38 PM

Branding is not that easy. They can be influenced by other factors around them. Read this article here and you'll see. 

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4 Ways Visual Design Can Improve Your Social Media Marketing | Social Media Examiner | #TheMarketingTechAlert

4 Ways Visual Design Can Improve Your Social Media Marketing | Social Media Examiner | #TheMarketingTechAlert | Social Media Marketing & Branding | Scoop.it

Basic/ Excerpt...

 

#1: Set Your Color Palette

Does your company have specific colors associated with it?

If not, I encourage you to think about your brand’s personality and how you can convey it with color; a strong color palette is a key element of brand recognition.

 

#2: Determine Your Brand Fonts

Like your color palette, your font choice should reflect your brand’s personality. Don’t go crazy. You only need two to three fonts. Any more than that and your audience may be distracted and your message lost.

 

#3: Use Photo Filters

Color palettes and fonts may be things you already have in place, but have you considered adding a consistent look and feel to your photos?

 

#4: Design Consistent Templates

Now that you have your colors, fonts and filters (as appropriate), you want to be sure to use them together every time you create new marketing materials (even if that material is just a Facebook, Pinterest or Google+ post).

 

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Via CYDigital
Suzie Cotterill's insight:

To improve visual appeal and design through social media, Zach Kitschke offers four rules to set the right tone for a campaign. These include, Setting Colour Palettes, Determining Brand Fonts, Using Filters and Designing Consistent Templates.

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Kayla Beltrandi's curator insight, October 12, 2014 11:46 AM

This article, "4 Ways Visual Design Can Improve Your Social Media Marketing" describes the importance of your brand having a visual presence online and how successful brands go about doing that. Having a strong visual presence is important because it  "helps you connect with your community and effectively convey your brand's personality". It makes consumers remember your brand. One way companies can do this is by setting a color palette. Most brands already have a palette associated with their brand, whether it is their logo color or product packaging color most consumers already associate your brand with a color, so it is important to make that connection and brand recognition with your viewers online. An example the article used was Virgin Mobile, all of their social media posts are dark, bold reds. The same color that is used in their print, television, and any other advertising. The next thing brands can do is determine their brands fonts. Similar to the color palette, your brands font helps your viewers make that brand association and they both should correctly reflect your brands personality. The next is to use photo filters. This can also help add to your brand's personality, but it is important to use a consistent filter on all of your photos. Whether your are going for a dark, bold, black white vignette like the fashion retailer Zara, or just the opposite a bright, whimsical, sunny contrast like Tigerlily, your choices here are a reflection of your brand. Finally, it is important for companies to design consistent templates. Once you have kept all of the other elements in mind is important to consistently keep these posts the same. A great example of this is Oreo, you can see that they use the same design for different social media posts, all while using the same color palette and font. Combining all four of these elements is the best way to make a successful, visual, social media site.

Cassandra Roderick's curator insight, October 18, 2014 10:37 PM

This article goes over the four different ways that a company can use photos to promote the company on social media. The four points are: set your color palette, determine brand's fonts, use photo filters, and consistent design templates. 

It's important for a company to determine a specific color palette that will allow consumers to recognize them from certain colors. The colors that they choose should be consistent with the atmosphere of the brand. For example, Google has primary colors, that are bold, and stand out. 

Another way for consumers to recognize a brand is from their font choice. They should be sure to use a font that relates to their brand image, and it would benefit them if they steer away from a font similar to their competitors. 

Photo filters allow the company to change the feel of the pictures they post. If they want all of their photos to have the same photo filter, they can be consistent with the message they're trying to get across to the their customers. For example, a company with a more relaxed feel, they could use a filter that's soft, and vintage. 

Finally, a design template for the pictures they post should be consistent. For example, Oreo did a campaign where they posted for 100 days. Each day they had posted a simple picture of an Oreo with a design and a post, making it recognizable to their customers. 

When strolling through their feed, customers are more likely to stop and recognize a company's post when it's visually consistent with their other posts. 

Savannah Perez's curator insight, October 28, 2014 2:51 PM

4 Ways Visual Design Can Improve Your Social Media Marketing

 

This week I read an article by Zach Kitschke, who discussed the importance of visuals while promoting your social media marketing.   I felt this article was important especially for our project to promote the College of Business.   Kitschke breaks down the key aspects into four easy steps to implement this into your own content.  The first thing a company needs to do is determine their color palette.   For example everyone knows that McDonalds has the golden arches on a red background.  This allows customers to recognize your brand.   If a company does not have a color scheme, it is important to think about the company’s personality when picking the colors.  Next, it is important to determine the font your brand uses.  Not only should a company pick a font that reflects them well but they should also be consistent with this font throughout their content they share with the public.   Kitschke then discusses adding a filter to the photos a company incorporates in their social media content.  Lastly, it is important to be consistent with your templates.  So each and every time a company uses their fonts, filters, and colors they should be used together to promote the company’s image in a clearer manner.  Kitschke touched on four key topics for company’s to remember, and steps as simple as choosing a color scheme to represent the personality of a company is something that some might not think of before reading his article.  For example, I never thought to that choosing a filter that fits best with your current design elements is something I would not have thought of prior to this.  

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Increase brand awareness with promotional merchandise and social media - Promotional Merchandise (press release)

Increase brand awareness with promotional merchandise and social media
Promotional Merchandise (press release)
There are many integrated marketing campaigns using social media these days, and for good reason.
Suzie Cotterill's insight:

Promotional merchandise can not only create revenue and drive sales, it can also increase brand awareness by simply getting the word out there! Social media plays a big part in creating brand awareness which is why advertising has hugely advanced with the advancement of social media.

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processing presence: why is brand awareness important? - IIDA ...

processing presence: why is brand awareness important? - IIDA ... | Social Media Marketing & Branding | Scoop.it
No matter the industry, size of your business or type of goods or services, having a strong brand presence is vital towards growing and sustaining a business. It reminds me of the old adage “if a tree falls in a forest and no one ...
Suzie Cotterill's insight:

BRANDING - Building brand awareness is hugely important, especially when starting out with a new business, or during the rebranding process. This write up by Marc Trevino explains why consumers need to be able to successfully identify with your business.

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The Good and Bad of Social Media Marketing [INFOGRAPHIC]

The Good and Bad of Social Media Marketing [INFOGRAPHIC] | Social Media Marketing & Branding | Scoop.it

This infographic from outmarket explores the notion that social media is a must-have for brands today, but the reality about why CMOs question it and what its true strengths and weaknesses are.

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The  pros vs. the cons, the goods vs. the bads, and the rights vs. the wrongs. Irfan Ahmad takes you through a guide of statistics and tips.

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Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink | #TheMarketingTechAlert

Stop Using Social Media To Drive Sales | B2B Marketing Strategy - MarketingThink | #TheMarketingTechAlert | Social Media Marketing & Branding | Scoop.it
It's time to rethink using social media to drive sales for your B2B marketing strategy. Use it to drive awareness, engagement and sentiment!

 

Basic/ Condensed...

 

You can lead a customer to your brand with social media, but you can’t make them buy from you using social media. This is my B2B marketing advice. In other words, social media does not fit neatly into a B2B marketing strategy and last-touch attribution. So, don’t think you can tweet and directly cause a million dollar sale. However, you can get on the customer’s radar and start to build a relationship with relevant content and messaging.

 

So, how do you measure if you truly connect with your customer? Once you choose to focus on using social media to reach, engage and influence, how do you measure it? The questions you need to ask before you begin to decide are the social media activity indicators like retweets, shares, clicks, etc. are:

Are your content and messaging reaching the most relevant and incremental audience?Are your content and messaging engaging enough to keep your audience in a ready-to-act or ready-to-buy state?Do your content and messaging deepen the relationship with your customer to help influence their purchase?

 

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Via CYDigital
Suzie Cotterill's insight:

Gerry Moran talks about how social media can influence brand and product knowledge, but it wont drive your customers to make the sales. In order to make the sales, the customer service of a company needs to be right, as well as other aspects, to complete the transaction.

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John Lam's curator insight, September 21, 2014 4:44 PM

In this interesting article, it discusses about how social media should not be overly used to increase sells in a B2B strategy. The focus of social meida is to provide information to its consumers about the product/service that could potentially influence them to initiate a buy reaction afterwards. The days of banners and e-mail advertising had dramatically decreased, where as the use of social media has increased. To know that you have effectively reached to right consumers when using social media is by viewing the comments f the consumers or the amount of shared post. 

 

It is very important for marketers to use social media effectively if they plan to use this kind of outlet to promote sales for their business. I do agree with the fact that the traditional banners and e-mail ad methods have dropped over the times, and that social media is a great tool to take advantage of gaining more potential consumers. 

Elizabeth Dickey's curator insight, September 29, 2014 10:03 AM

This article explains that businesses can lead consumers to their brand through social media, but can not make them make a purchase using social media. Social media does not easily fit into a B2B marketing strategy. However, relevant content and messaging on social media can can help build a relationship between the consumer and the brand. This article explains how brands can connect with the consumer using social media. The article highlights the three roles of social media as being reach, engagement, and influence. 

 

I agree with this article that businesses should not rely only on social media to increase sales. Social media should be used as a tool to set up the ability for a brand to better connect with consumers. The article points out that a business will need to measure their reach, engagement, and influence. 

 

I follow many brands and business accounts on social media, and I rarely make a purchase based on a their posts. However, I enjoy following the accounts because I can connect with the brand and stay up to date on products. Even though I don’t make many purchases, I build relationships with the brand and I become more likely to make future purchases from them. For example, I follow Urban Outfitters on Instagram. Even though I never make an online purchase based on their postings, I enjoy staying updated on what styles are popular. Whenever I go shopping I try to go to Urban Outfitters because I know from their Instagram that they will have trendy clothing for me to choose from. 

Caitlin Mazurkevich's curator insight, October 6, 2014 4:43 PM

This article clearly states that social media is not a means to produce sales in a business, and I completely agree. Social media is a means to communicate, engage, and establish and build relationships with current and future consumers. The sooner businesses realize this, the better.


Moran states that you need to focus on amplifying your message reach rather than trying to measure your revenue-per-customer based on posts. A business needs to show consumers that they are not only relevant, but they are relevant to YOU! They need to make it personal and truly connect with their consumers.


What businesses should be measuring is the effectiveness of your messages towards customers. The problem with this is determining what to measure in the first place. Businesses need to ask themselves a series of questions to determine this, such as “are your content and messaging reaching the most relevant and incremental audience?” Answering questions like this determines if the business is utilizing social media properly to reach its full potential in developing relationships.


It’s one thing to submit a post to a social media site, and it’s another to understand your consumer, what they are looking for, what interests them, and how to reach them.  

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Inside AdWords: New Study: Search Ads Lift Brand Awareness

Inside AdWords: New Study: Search Ads Lift Brand Awareness | Social Media Marketing & Branding | Scoop.it
Everyone knows that search ads are for direct response, right? But what if it turns out that search advertising also has a powerful effect on branding? That's exactly what we learned from a new meta-study run by Google and ...
Suzie Cotterill's insight:
Turns out, search ads are also a powerful way of generating brand awareness, as per a recent study run by Google!
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How to Build Brand Awareness [INFOGRAPHIC] - Mediabistro

How to Build Brand Awareness [INFOGRAPHIC] - Mediabistro | Social Media Marketing & Branding | Scoop.it

TFacebook, Instagram, Pinterest, Twitter: How to Build Brand Awareness [INFOGRAPHIC]

Suzie Cotterill's insight:

This article is combining how to build brand awareness through social media. This related to both my topics, and shows how social media is one of the biggest ways to advertise through modern technology.

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