Video & Audio Brand Marketing Strategies
Every business needs to do everything it can to stand out from the crowd, to differentiate itself from the competition. This is a major challenge for companies that sell substantially the same thing as their competitors.
You would think that everyone in business would be able to tell you what they do and why you should be doing business with them; unfortunately the sad truth is many business executives can’t. In fact one of the biggest problems in designing websites has always been getting appropriate raw material that can be turned into meaningful presentations: a handful of badly written brochures and a few out-of-date photographs are not going to make much of an impression.
Search Engine Optimization has become the holy grail of website design. There are an endless number of articles available on the Web, citing numerous tips and tricks on how to maximize your search engine profile. I find this never-ending game of catch-up with search engine programmers to be a futile exercise as it often leads to the corruption of your website content.
We read the newspaper, we watch television, and we listen to the radio, but we experience the Web; this is what makes ‘The Website’ one of the most powerful marketing tools available to today’s marketing executives. Unfortunately conventional wisdom has stifled the ‘experience factor’ on most website presentations.
The primary goal of all advertising, including website content is to be remembered. No matter what other marketing goal you want to achieve, if your audience doesn’t remember your presentation, it is a wasted effort and lost opportunity. All the money spent on attracting people to your website goes right down the drain if your content is instantly forgettable. With that in mind it is hard to believe how little thought is put into creating content that people will remember.
The next generation of websites will have a vastly different way of communicating information to their visitors. Websites will evolve into true communication platforms that will take advantage of the Web’s multimedia capabilities and the Internet’s broadband penetration.
Every company has a personality whether they know it or not. If you don’t develop and foster an appropriate marketing personality for your company, your employees and customers will do it for you, and that could be disastrous.
When we watch our favorite television programs like ‘CSI’ or ‘House’, we knowingly and even gladly allow ourselves to be manipulated. When we watch the evening news we are also being manipulated, knowingly or not, by the selection and presentation of stories that have been filtered through a series of network agendas ranging from the benign time constraints of a thirty-minute broadcast to the more suspicious dictates of network and sponsor interests.
How good is your website? Does it do its job? Is it effective? These are all good questions that every business owner and marketing manager needs to ask him or herself. The website has become an essential tool for business. We all know we have to have a website, but are we using this venue to its greatest advantage?
“No matter how elegantly a dog barks, he can never tell you his father was poor but honest.”
– Bertrand Russell
The Vervet monkeys of East Africa have 3 distinct vocal alarms to warn of leopards, eagles, and snakes. The warning for leopards causes the monkeys to run for the trees; the warning for eagles tells them to search the sky and look for shelter; while the snake warning causes the group to standup on two legs and scrutinize the grass for predators.