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If you work at a large or long-standing organization, there’s a good chance that your offerings include multiple products or services. But in order to thrive in the marketplace, you need to effectively tie these offerings together. That’s where brand architecture comes in. Brand architecture is the way you relate your products or services to […]
Be honest: have you ever rolled your eyes when you saw or heard about yet another infographic? “Infographic” has been a buzzword in digital marketing for the past five years or so. A few years ago, the internet hit a saturation point. Every social platform was chock-full of infographics — good, bad and yes, ugly. […]
A strong brand has tangible value. In fact, consistent brands have been found to be approximately 20 percent more valuable than erratic brands, meaning that taking steps to ensure uniformity across your brand can generate serious value. Because so much of your brand is communicated through visuals — such as logo, product packaging, and advertisements […]
Do you ever feel like you’re shouting out marketing messages but never hearing any response? Could it be because your messages don’t resonate with your intended targets? Buyer personas can solve your problem. They can, that is, if they’re well-crafted. Buyer personas are short profiles of fictional characters who represent each segment of your target […]
When Hallstar came to Movéo, they were a leading global specialty chemical company, but their outdated image did not reflect that standing. They wanted to develop a vibrant new corporate brand that showcased their successful evolution into a highly differentiated, customer-focused company. Our team first conducted research to determine the true value of what Hallstar […]
For marketers, each point of contact with potential customers is extremely valuable, as it represents an opportunity to drive them further down the sales funnel. Once a visitor arrives on your website, you want to keep them engaged with your content for as long as possible. High bounce rates, which Google defines as the percentage […]
As a marketer, it is your job to ensure that your organization presents a consistent message across every medium. Most customers first see this message on your website, and its design is the number one criteria they use to decide whether your business and message are credible. Because smartphones and tablets now account for about […]
Although search engines are rooted in technology, their central purpose is inherently human. By connecting users to the most relevant websites, documents, and resources, search engines create connections and share information between people all over the world. Because search engines are becoming increasingly personalized, user needs and behavior should be an integral part of SEO […]
Although paid and organic search work best together, organic search almost always brings a greater volume of visitors to your site. According to BrightEdge data, organic search was the largest driver of traffic to websites and the largest driver of revenue in most sectors studied. Optimizing your website and content to attract search engine users […]
By 2019, U.S. marketers are expected to spend over $103 billion on search, display, social media and email marketing — but search will remain the largest share of interactive spend. This trend represents a 12 percent compound growth rate. Paid search, as we discussed last week, increases your business’ visibility on the results page of […]
