Digital marketing can appear huge, confusing, changing and unapproachable. To help provide some clarity, here are nine up-to-date techniques that any modern company can investigate for building their business digitally. The article addresses big, boring brands, but there are insights for everyone.
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Consumers don’t care for advertising. What they want is the honest dope on goods and services from people who’ve used them. Which is exactly what they can get thanks to social media and the always-on connectedness of today’s world. And this is having a profound effect on branding. Branding is typically about creating perceptions and predisposing people to like your product. But today branding is all about what people are saying about your products, now what you’re saying. This article talks about ‘de-branding,’ and if correct points to a very different future for what differentiates products.
The brand that screams the loudest no longer commands the most attention; the one that offers something genuinely useful does.
When it comes right down to it, value is all that people want.
… go back to the original notion of a brand. Fine-tune your product’s quality, design, and its durability. Become a producer of shoes again instead of surrogate spirituality. It will make your life, and consumers’ lives, simpler. Don’t throw a new product on the market if it’s not intrinsically better and more durable than what already exists. We don’t need more branding; we need fewer, better-quality products. People will find you.
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When it comes down to it, we’re all users. No, not the manipulators who want to steal someone’s time, money or ideas. Rather, the everyday people who use technology. Those of us that create solutions from tech often take users for granted or consider them with disdain when we see the ‘mistakes’ they make while ‘using’ our latest product. But we all know what it’s like to be left adrift by technology that hasn’t been well thought out, or whose developers have made assumptions about us that are ill-founded at best. This article sheds light on tech from the users’ end, which can serve as a guide when we’re designing something that has the goal of having someone do business with us online. The quick take-aways? Make it easy, put yourself in their place, and never call your customers ‘dumb.’
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Accessibility is taken seriously at Google. They’ve now combined strong accessibility guidelines for Android developers with their speech recognition technology to make smartphones more accessible than ever. This article is a good description of Google’s approach, but it also provides insight into the importance of accessibility and how web products need to think about the people that can be better reached and served through the best practices of good accessibility.
Full article at http://bit.ly/25fwZVe