#digital marketing

LIVE

A genius move.

“Man who invented the hamburger was smart; man who invented the cheeseburger was a genius.” Matthew McConaughey

As a Roma supporter, I’d rather be talking about another topic (carpenter bees, tropical birds, the noise of a Vespa engine, et al.), but, as a marketing professional, I have to admit that Juventus is doing a great job, in terms of branding and marketing; there are a few things we can learn from their massive operation of repositioning/rebranding. A few articles on the Interwebs talk about the recent collaboration between Juve, adidas and Palace — like this one on Highsnobiety: ‘Here’s What Palace & Juventus’ Spectacular Collab Really Means’ — but they mostly focus on the collab thing, without looking at the bigger picture, i.e. the whole strategy that Juve is implementing to target a new, streetwear and football obsessed, global, younger audience.

The Strategy.

Logo / First things first, AKA the basics — when you want to change the perception of your brand, you need to start from the basics: logos, imagery, colours, and whatever Kapferer defines as “physique” and Aaker as “brand as a symbol”. Juventus did it in a spectacular way, in 2017. Of course, the old school aficionados and fans were upset, but the image of the brand became fresher, more contemporary, more globally appealing.

“Make that logo bigger!” / The new logo was then applied to anything and everything, from football-related merch to apparel for men and women, kids and infants. With the aforementioned new logo, the clothes look like proper fashion, a million miles away from your average branded line from your average football team. Look at West Ham, for instance: their online shop features gear only a 50-something guy from Limehouse would wear. In a pub. On a Monday evening.

Experience Economy / According to B. Joseph Pine II and James H. Gilmore, we are living in the era of the Experience Economy, where people prefer to invest in experiences, rather than mere products. Juventus embraced the concept in a smart way, opening the J|hotel | Hotel Ufficiale della Juventus‎. There, you will be able to live the “Bianconera experience”, featuring visit to the J|village, the Allianz Stadium, and — of course — the Juve Megastore.

Influencer marketing / Just like make-up and fashion brands hire Kardashians/Jenners to represent their brand and attract armies of followers on digital channels, Juventus have their own celebrity/influencer/ambassador: Cristiano Ronaldo, AKA ‘the most marketable player in the world’, as the aforementioned article on Highsnobiety put it. There are many other players that could have helped Juve win trophies, younger and cheaper than Ronaldo, but none of them have the influence the Portuguese fellow has on billions of fans, on a global scale. Plus, the guy is a proper Instagram champ, and a marketing genius: ‘Cristiano Ronaldo reportedly makes more money being an influencer on Instagram than he does playing soccer for Juventus’, according to Business Insider.

The “Collab” / As we all know, nothing works wonders today on a brand’s image like a good collaboration, especially when it comes to fashion (feat. streetwear). One brand puts the fashion twist and credibility in the cocktail (Stella McCartney, Yohji, Rick Owens), the other helps with the technology and sports-related know-how (adidas). Supreme makes younger American streetwear-heads discover Stone Island, Stone Island helps Supreme create magnificent gear with their unparalleled level of technology and innovation. Everybody happy! The collaboration between Juve, adidas and Palace is GENIUS. That is the only way you can really call it. Finally, Juve is cool and hype, in the eyes of the “hypebeasts”, all around the world, everywhere in the universe, and beyond.

Sustainability / Last but not least, we have the green element: as every second brand on the planet is trying to become greener, and “sustainability” is every CEO’s new favourite (buzz)word, Juventus embraced the new trend, by having adidas make their kits using recycled materials.

A Quick Introduction To QR Codes And How They Can Help Your Marketing

QR codes have been around in Asia for some time but have really only started to take off in the US and Europe in recent years thanks to their revival by the social media site, Snapchat.

Now you will likely find these strange-looking square barcodes on a variety of materials, from product packaging to leaflets, brochures to billboards, but what are QR codes and how can they help you with your…

View On WordPress

Developing The SEO Strategy Your Business Needs

Search engine optimization is something that your business needs to invest time and money in.

Whether you are a small business that is just starting out, or you are running a big international business with a high turnover, if you are not putting time and effort into SEO, then you are not drumming up search results.

Creating and implementing an SEO strategy that yields the results that you need…

View On WordPress

Why Is Web Design for E-Commerce So Important?

If you’re setting up a small business in today’s consumer climate, chances are you’re considering setting up an E-Commerce store. The realm of E-commerce is booming and it presents lots of opportunities to budding business owners.

In fact, even when it comes to major corporations, stores that are based entirely online are posing the most potential for profit. Just look at how Amazon has taken…

View On WordPress

Consumer Gateway: Improving Your Customer Service Through Marketing

Have you considered your consumer gateway lately? As you expand your business, things start to come into focus. You begin to realize what the important part of the business really is for you.At the consumer gateway is pivotal to that.

Everybody has their own opinion as to what’s important in customer relations and a consumer gateway. Whether it’s the culture from within your organization, or the…

View On WordPress

Content Marketing Advice: The Media and The Medium

content marketing advice
Content marketing advice is ever-changing as platforms, algorithms, markets and technology changes. So when it comes to media and the medium, how do you create the best approach to content for yuor marketing campaigns?

Content, it’s the dreaded C-word that we can overthink until we are blue in the face!

Content is such an ever-changing beast, that it seems when we are looking to improve our…

View On WordPress

Time to learn What is KPI (Key Performance Indicator) and how they influence your business campaign.

Like my content? Be sure to subscribe on YouTube:  https://www.youtube.com/channel/UCF-uUxo43IPpnEwnR62WGlA

What is Entrepreneurship? ENTREPRENEURSHIP! Phew… quite a big term, right? Well, let’s talk about what entrepreneurship is and what pathways you could take to uncover your success.

This video is based on knowledge shared by MIT OpenCourseWare (MIT OCW) 

Like my content? Be sure to Subscribe on YouTube to get the latest updates! https://www.youtube.com/channel/UCF-uUxo43IPpnEwnR62WGlA

digital marketing

We began 2018 with some brand new faces to team Extreme which implies an introduction is in order. Joining as a Social Media Executive, we have Beth, so it has to do with time we discovered how she’s delighting in life as a Extremer.

“ When your very first month includes pizza, pancakes and a lot of conferences, you recognize you’ve joined a great bunch of individuals”

Let’s established the scene: Just what’s your backstory?

Beth: Backstory? I seem like an X-Factor auditionee. (Which, when I’m in my automobile, I prefer to act that’s specifically just what I am.) Initially from Cambridgeshire, I relocated up to Yorkshire a few years back after graduating with a level in Advertising from Southampton Solent University, and I’ve never looked back. I began my career of as a Digital Marketing Executive, so I bring to Extreme my knowledge of the digital world as well as a harmful variety of pretty note pads and Disney knowledge.

What made you choose social?

Beth: By beginning in a function that enabled me to check out as well as learn more about all elements of digital advertising and marketing, I have actually constructed a strong structure as to how the on the internet world works, yet it’s constantly been social media sites that captivates me the a lot of. The way that each channel functions and the brand experience you can develop resembles nothing else advertising and marketing technique, especially when you can get innovative and develop some breaking campaigns.

What made you choose Extreme?

Beth: I’ve always wished to benefit a firm that has that company vibe, motto I recognize but the customers, the work, the reasoning, the team, the culture, Extreme really has all of it. Oh and also the workshop, just what a place.

What have you discovered in your first month?

Beth: So much! Everyone states that no two days coincide, but I can, hand on my heart, truthfully claim that no two days have been the same.

From discovering the ropes of all the tools to meeting with clients and also obtaining to know their brand names to producing and applying social approaches to brainstorming innovative projects (among which was for National Pizza Day which leaves you craving pizza for the entire mid-day), I’ve certainly been maintained busy, as well as I wouldn’t have desired it any various other way.

I have actually likewise found out real art of partnership, as well as seen first-hand the outcomes of what happens when you stick a number of imaginative wizards in a space. The expression, ‘2 minds are much better compared to one’ is certainly true when it pertains to crafting up content concepts, and also it’s been so rejuvenating to be able to bounce creative ideas off various other Extremers and also discover brand-new angles for our clients.

What’s next?

Beth: Excellent question, with social you never ever really recognize just what’s next however I have actually found out more in the previous month than I ever before might have envisioned I would find out, and I’m hungry to learn a lot a lot more. (I’m not just starving for pizza!) I’m prepared to truly obtain penetrated customer campaigns, building and also shaping their social identity to provide results that they want to yell about.

We need to ask, if you had to choose one social media channel, just what would it be?

Beth: That resembles asking a moms and dad to select their much-loved kid! It’s a challenging decision but I assume I would certainly need to claim Instagram. I like the suggestion of building up your very own visual brand name identity, catching bits of memories that you could look back on, and also obviously working in Harrogate is essentially Instagram goals.

If you have any type of inquiries for Beth or wish to chat to the team about social, don’t wait to Get in touch!

marketing strategy

In September, Google Tag Supervisor (GTM) turned five years of ages. Those five years have seen a considerable amount of change in what is possible from the platform, and also exactly how it can assist organisations and also organisations of any type of dimension accomplish more from their online activity.

The original idea of GTM was consulted with some uneasiness, as it intended to link the void in between marketers and developers. Providing marketing professionals the capacity to include and also alter particular elements of code on an internet site was at first satisfied with serious issue and also hesitation to hand over control to the ‘non-technical marketing professional’. Nonetheless, times have transformed as well as, with that said, so has the method online marketers job and exactly how they ought to be perceived.

The general agreement is that a 'non-technical marketing professional’ merely doesn’t exist in the present digital landscape (Simo Ahava covers this perfectly in his blog site post on the topic). Given, certain individuals will have much more experience in each specialism however, with the dependence on Third event tools and software, the rise of electronic activity and also the significance of cross division partnership, it is unbelievably rare to discover a marketing professional who does not have any kind of type of technological knowledge.

This is not to claim that all preventative measure needs to be tossed to the wind, as that’s plainly not the situation. The point is that the present digital landscape is evolving and also there are constant enhancements in accessibility to devices that link developers to marketers, online marketers to developers and visa versa. As a result, the role of devices like GTM play an ever-increasing duty in guaranteeing your campaigns and web site execute better.

Reducing Lead Time

We use Google Tag Supervisor on 95% of our web sites at Extreme, as it offers us the adaptability for the advertising team to update, add as well as implement any needed adjustments to a site without depending upon the development team. For any service, time is cash, as well as waiting for growth resource to free up so a monitoring pixel can be added usually causes shedding income, information, or a mix of the two.

With the usage of GTM, this preparation can be decreased to mins rather compared to days or hrs, while still ensuring that there is very little threat of breaking the site from lack of a programmer checking things over. GTM has integrated in a great deal of assimilations with leading software application and other tools, offering you the confidence that these have actually been extensively checked to guarantee a process that is understood to function when adding stated tag.

Ensuring security

Like any type of good internet site configuration, the capacity to roll back and also carry out changes with marginal threat is critical. GTM has version control as well as a rather thorough testing process that enables you to ensure any kind of tags, no matter of dimension or functionality, don’t affect various other areas of the site, before you press them live. This is especially important as well as one of the reasons why GTM is becoming much more accepted within the growth sector, as many new launches of GTM aims to minimise the threat of tags damaging web sites by enhancing their present process.

As pointed out earlier, GTM is not entirely safe, as well as it’s crucial for any kind of marketing expert to recognize the restrictions of GTM and when it need to as well as should not be made use of. Including intricate Javascript tags, as an example, should always be examined by a designer as well as thoroughly evaluated prior to being pressed real-time, as Javascript is well-known for breaking various other elements of an internet site or app.

Considering scalability

One of our newest usage cases for Google Tag Supervisor has been to establish a really complex monitoring configuration for a site that requires to send site data to 50 different Google Analytics buildings, and also then to the appropriate private sights within those Google Analytics residential or commercial properties based upon a series of rules that are set up within GTM.

Working carefully with our growth group, we’re passing info regarding each website hit with a series of problems that are after that examined in GTM, and the information is routed to the appropriate Google Analytics residential or commercial property ID based upon the result of those rules. Due to the nature of exactly how this service functions, scalability was a core function that needed to be constructed right into this arrangement. This permits business to expand and also introduce brand-new shops to their primary site, as well as the GTM setup will acknowledge this as well as refine the data based upon the policies we have actually implemented.

All of the above was applied with protection also being a core part of the configuration, making certain that any information is readable on staging Google Analytics accounts prior to being pushed online, so we could replicate the final manufacturing circumstance as accurately as possible to minimise any kind of concerns or loss of data.

Below is a basic rundown of how the Google Analytics and also Google Tag Manager arrangement benefits the above circumstance. There are a number of other steps that rest within this configuration, however you could see exactly how a well thought-out process can lead to a much better, more reliable, and safe and secure information collection setup.

digital marketing

Need assistance streamlining your tracking process?

If you need help setting up a lean, accurate data collection process or would like us to assess your current one, after that contact our Technical Advertising and marketing group to see exactly how we can assist you.

Weekly Adventure #49 - Pt. 2 Thats Voice Over, I’m In LA.

As you scout close to for SEO services, a person may wonder what sets one company’s SEO services apart from another’s. Companies which provide SEO services usually use different SEO philosophies, tools and methods for optimizing their clients’ websites. These different approaches are usually termed as “hats” SEO services usually arrive in three different varieties:

Black Hat SEO Solutions

Black Hat SEO will be known as SEO spamming. From the second phrase itself, you might have a good idea of what this particular type of SEO service provides. Black Hat SEO will be centered on creating websites that are targeted in manipulating or tricking research engines for better web site ranking. Black Hat SEARCH ENGINE OPTIMIZATION relies heavily on software to come up along with many substandard pages plus pulls links from some other sites that are actually unimportant. Consequently, this SEO strategy usually gets poor or even irrelevant internet search engine result webpages or SERP quality. Exactly what is advantageous with Dark Hat SEO is it may get your site upon the top of research engine rankings in the matter of a brief span of time. Nevertheless, this is not the wise SEO services technique with regards to web design viewpoint. Worse, once search motors find out that the web site maligns their results; your own site may and will certainly face of getting prohibited or crashing on see. So if you need to obtain on top of research engine listings within times and are willing in order to take those risk of flouting some site behavior recommendations, Black Hat SEO solutions should do the trick for you.

White Hat SEO Services

For every black, there is always a white. The same is true for SEO services. White Hat SEO services, on the other hand, relies on the advantages of putting in relevant and quality content as well as effective marketing strategies to place sites on top of search engine rankings. SEO services providers that offer White Hat SEO will focus mostly on your site contents. White Hat SEO providers will help you come up with contents that will attract people, and not search engines into your site. You should know that content is a very important factor in SEO building (if not the most important). With good content, White Hat SEO services will be able to get you more inbound links from other relevant websites. White Hat SEO is definitely considered to be the better SEO tool. It will not put your site in the risk for getting blacklisted and does not violate any search engine SEO guidelines. Most importantly, visitors who check your site will most likely be converted easily with your great content.

Grey Hat SEO Services

Grey Hat SEO is mid-way between the two strategies above and is just about all about the balance in between risk and reward. There are a wide number associated with SEO services solutions grouped under this. Some Grey Hat SEO services might tend to use a lot more dubious strategies and consider even bigger risks to create fast and high search engine ranking positions. While many Gray Hats use SEO services methods that comply with internet search engine guidelines, others may put you at danger. If you go for SEARCH ENGINE OPTIMIZATION services using Grey Hat Services, be certain about what you happen to be specifically subjecting your on-line website to.

Which hat should you undertake?

According to main search engines for example Search engines, White Hat excellent SEARCH ENGINE OPTIMIZATION; Black Hat is poor SEO, while Grey Hat is for the many part, dicey. Those making use of Black Hat SEO providers might tell you that will White Hat is as well ineffective and Grey Hat strategies may be safe although not as effective. Those who else prefer Grey Hat might declare that White Hat SEARCH ENGINE OPTIMIZATION Services is merely effective just when no Grey or even Black Hats are included. Seo services providers may tell you that Black Hat SEO users are cheaters and those providing Grey Hat are quitters.

Through all these varying opinions, know that it is still up to you to choose the right type of SEO services that you want. It is your objectives and goals that will determine which type of hat you should wear. From my point of view White Hat is better and more cost effective if you are serious about your business… and serious businesses exclude: gambling, adult, and pharmacy sites.

loading