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Scoop.it!
Millennials make up a crucial group of consumers. 
Tom Pick's curator insight,
June 16, 2016 8:38 AM
What your brand stands for matters.
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Scoop.it!
Just when you got your SEO mojo, out comes Penguin 2.0, trippin' up your flow. Here's what to do about it!
... Post-Penguin 2.0, the message is clear: if you want to rank and drive real traffic, you need to build your online brand. By strong branding, I’m not talking exclusively about giants like CNN and Zappos et al. I mean a strong brand in relation to the other sites in your industry fighting over specific SERP territory. Say you're a local dentist trying to rank for your best keywords. You won’t ever have brand recognition equal to that of Apple. But you can have an amazingly strong web brand for your local market. And if you do, you’re much more likely to rank.
When you think about branding as a ranking factor, it makes a lot more sense. Google is trying to replicate the logic of the “real world” and apply it to the online world, after all. For instance, if you have a business and you’re trying to build your brand as part of a local marketing blitz, how would you do it? What constitutes a strong brand offline? Well, you might have printed ads in the local magazines and newspapers, or maybe radio and television ads -- you know, the kinds of things that might help create some brand recognition for your target market when they're not at a computer or mobile device....
Jeff Domansky's insight:
Google's new search algorithm changes keep impacting marketing and SEO. That's not a bad thing. In my view, branding has always been about building trust with customers whether it's online or off-line. What's most significant is the need for a higher level of engagement by brands with consumers who have more power and, it seems, more interested in engaging especially in social media.
Stephanie Katcher's curator insight,
June 6, 2013 9:32 AM
While the changes may disrupt marketer's formula's for success, as consumers we have to appreciate the Google's continued attempt to improve their algorithm with Penguin 2.0. The digital world is simply an extension of our reality, meaning it's ecosystem is as vital as any other. Business owners and marketers should be proud and embrace the importance of branding as it is as fundamental as understanding P&L. 
William Hanna's curator insight,
June 6, 2013 11:01 AM
Once again, if one reads between the lines, you will see building brand recognition, authority and trust is what marketing online is about anyway. 
Alwin Samayoa's curator insight,
July 18, 2013 1:17 PM
Proactively manage all aspects of your brand, ensuring these aspects are in sync and that they continue to reinforce your brand attributes and market niche.
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... Nearly 40% of CMOs do not think they have the right people and resources to meet their goals, says an Accenture report entitled “Turbulence for the CMO”. Martin Sorrell, the boss of WPP, the world’s biggest marketing and advertising group, says that since the 2008 financial crisis marketers have been elbowed aside by finance and procurement chiefs.
Dominique Turpin, the head of IMD, a Swiss business school, writes that “the CMO is dead”. Yet some have never felt perkier. With new digital tools marketers can reach the likeliest customers when they are most in the mood to buy.
Last summer Wall’s ice cream and O2, a mobile-phone network, teamed up to send advertisements to Londoners’ smartphones when temperatures climbed. When the weather cooled Kleenex, a brand of tissues, used Google search terms and health-service data to target ad spending to areas likely to suffer the most sneezes. Andy Fennell, the marketing boss of Diageo, a drinks firm, thinks this is “a golden era for brand builders”....
Jeff Domansky's insight:
Brands and social media are a potent mix as these examples show.
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Scoop.it!
The best overall brands in health and beauty, and food and beverage categories are Crest, Gillette, and Dove; and Kellogg, Heinz, and Kraft, respectively, according to a pair of new Forrester rankings based on online surveys this year of 4,500 adults. The Boston-based market research firm argues that brand health comes from the extent to which it is trusted, remarkable, unmistakable, and essential. If you turn that into an acronym, you get Forrester's TRUE formula for brand equity....
Jeff Domansky's insight:
Forrester research adds insight into what makes healthy brands successful online. In a word, it's the trust factor.
Scoop.it!
Many social media campaigns focus on individuals, missing the relationships among individuals and the economic power of those relationships. A recent report from Forrester Research found that a third of U.S. marketers surveyed were dissatisfied with their social marketing results. Meanwhile, only 38 percent of those surveyed targeted their fans on social networks, and just 38 percent targeted friends of fans. You would think those results would give marketers pause.
Forrester also reports, however, that U.S. marketers are pouring more than $2 billion annually into social media—including ads and promoted content—to try to reach the 1 billion-plus social media users. What many big social media advertisers have failed to grasp is the “social” component of social media. To date, many brands have focused on individuals rather than relationships among individuals and the economic power of those relationships.
Who is most likely to influence their friends? Who is most likely to share with friends? Who is most likely to buy or take some other action? Those are vital questions to address to truly unlock the social value of an audience....
Jeff Domansky's insight:
If it ain't social, it sucks!
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Note the great point that the brands favored by millennials are those that engage them most on social media. A valuable marketing take away.