Voice search, user-experience and visual content will drive changes in algorithms and search behaviour in 2019; and marketers will need to adapt.
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In a perfect world, you’d already have your positioning nailed. If not, check out this piece about positioning in marketing.
Now with a tick besides your hopeful positioning strategy, we need to talk about goal setting.
Goal setting. Everyone knows what it is, and does it at some point.
And yet; being good is difficult.
It’s easy to set goals, but hard to follow-through.
For marketers, effective goal setting is crucial to effective marketing. It sounds like common sense, but there’s an art to effective goal setting.
What makes a great goal? Too difficult and you give up. If it’s too easy, the outcome is likely to be mediocre at best.
Don’t worry, we're not going to rattle off Specific, Measurable, Attainable, Relevant and Timely; as being the holy mecca of goal setting.
It’s a good acronym, but it helps you to develop, not accomplish goals.
Goal setting in itself achieves nothing other than giving yourself the illusion that you’re doing something productive. Yeah, we’ve all been there...
It’s all about doing stuff.
But before we can discover the secret behind achieving marketing goals, we need to learn about marketing with purpose.
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There’s a lot of misconception surrounding positioning. Everyone has differing ideas and opinions about what it is.
Which is why it’s important that we firstly define what we mean by positioning in marketing.
Positioning in marketing is very similar (sometimes the same) as positioning in business.
For a company that sells a solitary product or service (eg. web hosting), positioning is the same regardless of the product or business.
However, if you're a company with multiple brands and sub-brands (such as Coca-cola), then positioning will be different for each brand as well for the company itself.
Why? Because the company has different products, but more importantly, they have different customers.
Commonly, there’s also confusion about what positioning is and what its not. For instance, it’s irrelevant whether you have a positioning strategy or not: positioning exists regardless.
Hence the need for a positioning strategy, rather than letting your market position happen by accident.
Your positioning will form the foundation of your marketing.
Website building is no longer a task solely for the developers and designers of this world. Technology has moved on and now there are no more excuses...
Your budget (or lack of) used to be a major constraint; now, however, there are tools and resources out there for even the slimmest of budgets.
Now, I’m not advocating that everyone should go out there and build their own website. It all depends on the desired functionality and scale of the website.
We recently discussed whether digital marketers should learn to code.
Today, we will be breaking down these terms and defining them in the simplest way possible.
But before we talk about that, let’s explain how browsers interact with web content.
When someone opens a web page, browsers such as Chrome or Safari examine the HTML, CSS and programming languages, and translate them into the views (web pages) that end users see and can interact with.
Now that we understand how web browsers interpret different computer-based languages, we can explore the three main languages in use today.
Now, let’s break down the code.
What are the important computer-based languages for digital marketers?
Even if you only have a basic understanding of these languages, it can provide great benefits such as being able to make changes yourself on landing pages and emails, plus it can give you a better understanding of websites and how they work from an SEO point-of-view.
What are the main differences between outbound and inbound marketing?
Outbound marketing is made up by the more traditional methods of marketing. These include tactics such as tv advertising, billboards, cold calling etc. The premise behind outbound marketing is to project or push your marketing messages out to the masses, hoping that someone will take an interest and perform your desired action.