With the digital industry becoming centered around 140 characters, hashtags and display ads, Adpearance works to find a digital equilibrium between creativity and content. Learn about four practices Adpearance has adopted to benefit our clients and enhance their customer experience online.
Call me old fashioned, but I love nothing more than snuggling up and reading a good book, or anxiously awaiting the arrival of the Sunday New York Times, so that I can spread the newspaper across my dining-room table while I drink a cup of coffee. Clichéd scenes for sure, but ones that so many people have come to know and enjoy. The looming shift into a digital world, however, is happening before our own eyes, as the divide begins to leave print in the dust.
It’s no surprise to anyone that marketers are cutting their print advertising budgets, and moving a larger portion of it toward the digital side. In a $187 billion/year industry, digital is now accounting for 28 percent of that total. The growth in digital marketing is the highest of any category in marketing, with a specific push in social media. For the hopeless romantics of all things print – is our world crumbling before us? More importantly, has creativity remained present? As the shift toward 140 characters, hashtags, and display ads becomes more commonplace, how will companies maintain their brand identity online?
As a full-service digital agency, Adpearance has been working to bridge that digital divide. Here are four ways that we help our clients cultivate an original online presence.
Maintaining Brand Identity
People used to shop based on location and convenience. For some businesses, that’s no longer the driving factor for their customers, and instead they have to stand out in the digital marketplace. Not only do shoppers want high-quality products, but they also want to know the company’s story. Why should an online customer buy her natural makeup from your website as opposed to the fifteen others that popped up in her Google search? What makes your company stand out in a sea of search results?
That’s why it’s important to capitalize on maintaining a brand identity. Do the sweaters you make come from the wool off Argentinian, grass-fed sheep that get taken on eight-mile walks daily to ensure they’re at peak physical performance? That’s awesome! Sure, maybe all that won’t fit in our three lines of text that Google and Bing allow us for digital ads, but through strategic content production and brand experience we can make sure your targeted audience knows that your company’s story or mantra resonates with consumers. Whether it’s including a monthly free shipping deal in paid search ads, or directing customers to a specially designed website with new products, we are constantly working to ensure our clients stand out amongst their competitors.
With digital advertising, we have the ability to both expand and hone in on our targeted demographics by serving ads based on user behavior to keep your products top-of-mind and encourage conversion.
Before Google became a data powerhouse, companies would make educated guesses about their targeted demographics. In the digital world, we don’t need to generalize; we can be smarter by using the data to narrow our targeting and reach specific consumer bases. We can help our clients create a mutually beneficial relationship where the customer finds what he or she is looking for in a more direct manner, which translates to more sales and a more efficient transaction process. The creativity shines through in our strategic ability to find and engage the right consumers.
Before iPhones and internet searches that revealed 447,000 results in 0.37 seconds (thanks, Google), consumers relied on reviews in print publications or word-of-mouth recommendations from people they knew. Now, with the click of a button, you not only can pull up Yelp reviews, but you can also look at Google+, Amazon, and a variety of other websites to read other customers’ opinions and experiences. Managing reviews and providing customer care online is another way for businesses to distinguish themselves digitally. As we monitor reviews that are coming in from different platforms, our clients have a chance to learn more about their consumer base and personally respond to both complaints and compliments. These review websites have created an online forum in which businesses can show appreciation and adapt their practices based on the customer’s needs. Reputation management brings a human element to the online review space, adding another layer of personalization to your digital brand.
Element of Website Design
Our design team is at the heart of our creativity online, seeing as they are able to bring art to the computer screen. Adpearance designers combine digital knowledge and design skills with a solid strategy for user experience and content management, to create websites that are both aesthecitically pleasing and in-line with branding guidelines. Gone are the days of standard layouts; now, anyone can create their own website using simple online tools. Our designers, however, work with our clients and project managers to build websites that go beyond a logo and an “About Us” section. They tell stories, create color schemes, and construct a layout that resonates with the consumers.
Although I sometimes crave a nice thick book, I can’t ignore the ease and convenience of a kindle. Similarly, the growing presence of digital marketing can't be ignored by businesses. And why should it be? No matter your industry, boosting your marketing online can be beneficial. Adpearance continues to navigate this changing space to ensure that our clients are always creatively and efficiently communicating with their customers to provide the best service and products. So while I haven’t completely given up my library card, I have come to find a soft spot for all things digital.