Author: arkhiadmin

27.10.16
Digital Marketing

Why Segmentation Could be Your Key To Success

“Your target market is never going to be everyone. Segmentation and understanding who the consumer is could prove to be your key to success.”

Your target market is a group of people you are trying to pertain as a customer and the more specific this group is, the more effective your marketing strategy towards this group will be. By being able to target specific groups, it is more likely your marketing strategy will resonate with them as the strategy itself will be specific to the targeted groups demographic, psychographic, geographic or behavioural similarities. 

LET’S TALK

Sometimes digital growth is strategically simple—we call it leverage. Let’s start talking.

Segmentation is a way of concentrating marketing activities based on selected customers. In order for this to be effective, a brand must have a firm grasp of who exactly the target market is.

  • Is your product something that is suited for middle aged men with a high income?
  • Do you offer a service that is only offered in the South East Queensland region?

Segmentation can be even more specific by understanding the interests and personalities of your target market. Your target market will often have many segments within each market.

Sometimes, it won’t be until your marketing strategy is implemented and you begin to see results that you realise one of the main market segments interested in your product is one you had not suspected.

Why is segmentation so important? To ensure your marketing strategy is as efficient and effective as possible.

In digital marketing, this can be very effective when deciding on target markets in regards to demographics, interests and geographic location. Some people debate that segmentation is not as important with the strong shift to digital, however there are many reasons as to why it is quite fundamental for a successful strategy.

Online advertising is a large portion of digital marketing and the online tools that are available today make targeting the correct markets a much more feasible task. Tools like google analytics allow us to understand who is visiting your website, clicking your advertisements and following your posts. This allows marketers to gain accurate information and spend more time selling to people who are interested and less time on those who never will be.

“Segmentation is a natural result of the vast differences among people,” Donald Norman. 

But how will understanding segmentation help me be successful?

By understanding segmentation and who your different target markets are, you can create marketing material to interest the audiences in these segments. Although your product or service may be of relevance to a number of target segments, the way the product is marketed to these different segments will differ.

An example of segmentation is for razors. Generally, male and female razors are very similar however the packaging and the advertising of the product are vastly different.

Male Razors

  • Dark greys, blues and silver packaging
  • Cutting Edge design and masculine feel
  • Image of strong, fierce looking man with appropriate stubble
  • Sports player promoting the razor

 Female Razors

  • Soft Pink and Purple colours
  • Delicate, clean and fresh feel
  • Image of woman smiling or laughing, looking relaxed and carefree

Marketing for both male and female razors associate ideas of vanity and sex however the way they go about selling these ideas and products is vastly different. For a product that is, for the most part, identical for both genders, the segmentation is both necessary and successful.

By understanding the segments within your target market, your marketing will be more efficient and evidently, more successful.

Marketing should make a person feel as if you are speaking specifically to them. By understanding and getting to know your market segments, this will make the road to success a smooth one!

Afraid you might have your segmentation all wrong? Maybe you still don’t quite understand what we mean? Don’t worry, we’ve got this. Contact us. It’s what we do.

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29.06.22

How To Market On Digital Platforms

With social media taking over the marketing space, gaining awareness, retaining attention, and converting people is a competitive space. So how does your business stand out and meet your goals through social media marketing?The key is having an effective digital marketing mix. Each platform is unique in its offering and its audience, requiring different marketing methods and tactics.

01.09.16
Design

The Rise of Visual Content

The longer it takes someone to do something, the less likely they are to do it. This is a very big generalisation, but in the world of online and consuming content, it rings pretty close to true. People want to know key information and they want to know it quickly. We’ve seen newspaper sales and magazine readership declining for years and this is because of this fast-paced, evolving world we live. People would much rather check their Twitter or Facebook feeds and get the same headlines in a fraction of the time.

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Sometimes digital growth is strategically simple—we call it leverage. Let’s start talking.

But the need to know things quickly or do things more efficiently is happening in every aspect of our lives. You probably already skimmed your eyes over the key points in this article before investing your time into actually reading it. It was a wise move you decided to commit. Because what this need for efficiency means for marketers, is that visuals are the new words.

People’s attention spans are constantly decreasing with the average person’s attention lasting 8 seconds. This is down from 12 seconds fifteen years ago. How you communicate your message effectively and efficiently is more important than ever. If a lengthy Facebook post can be just as easily done in an interesting video, it’s more likely that people will find it engaging. And don’t just take my word for it. Mark Zuckerberg recently announced that Facebook is generating 8 billion video views per day. PER DAY.

The brain processes videos 60,000 times faster than text. This could be one of the reasons why video platforms have seen such an increase in usage. Video platforms like Facebook live, periscope, snapchat and youtube are among the many platforms that have active, engaged audiences that are continuing to grow.

The rise of visual doesn’t end with video. People also retain more information when it is given to them in the form of an image. Images make a brand more recognisable and more memorable. They say a picture says a thousand words and it’s the fact that you can read those thousand words in 3 seconds that makes an image so effective.

Instagram now has over 500 million users and this in itself explains the extent of people’s interest in images. Attention spans may be declining but it is much easier to gain someone’s attention through an image or a video and even easier to keep their attention if your content is interesting.

Interested in more?

09.03.20

Avoiding New Website Blues: Why You Need Website Discovery

Have you ever been involved in a website project where the final deliverable or outcome just didn’t hit the brief of what you wanted or had envisaged? If not, that’s awesome! But if your answer is a resounding ‘yes’, you’re not alone. This, unfortunately, happens a lot with website projects. However, it can easily be avoided if a proper discovery process is followed to truly understand the expectations and objectives for the project.

16.05.17

What makes great UX?

The most important aspect of user experience is putting yourself in the user’s position. Understanding your audience is the first step in most marketing strategies and designing your website is no exception

15.08.16
SEO

Is Organic SEO worth pursuing?

SEO can be a difficult thing to get your head around at first. Organic SEO is a lengthy process, and sometimes we can overlook the true value behind Search Engine Optimisation. The painful thing is that in some cases it’s hard to elaborate on these SEO principles without boring people to death.

Even still, when you are paying for digital advertising such as Google Adwords or Display Ads you can see exactly where each dollar is being spent, which ads are performing better and even appear for certain keywords without having to optimise your pages.

So why bother with organic SEO you ask? Here are some quick pointers if you are a business looking to invest in SEO, or even if you are a Search Engine Marketer wanting to explain why SEO is an important investment.

  • Rankings gained can be maintained
  • SEO is cost effective
  • Organic traffic can yield higher conversions

Let’s elaborate on those a bit further.

LET’S TALK

Sometimes digital growth is strategically simple—we call it leverage. Let’s start talking.

Rankings gained can be maintained

Organic SEO should be considered a return on investment. Much like a term deposit you have to plant the seeds, then let them grow. Having said that, once you have gained some traction the job of maintaining those positions is much easier than trying to get found in the first place.

SEO is cost effective

Once you have an effective SEO strategy in place, your traffic will grow and your site will move up in the rankings. Being in a high position on the first page for your chosen keywords is almost like free advertising. This gives you the opportunity to be right up in people’s faces without having to pay for it.

Organic traffic can yield higher conversions

The beauty of a search engine is that unlike some other forms of advertising, your business will appear to people actually searching for your product, service or business. Already you’ve weeded out many of the people who were not truly interested in your services.

So is Organic SEO still worth pursuing?

Yes! You can still benefit by performing even the most basic improvements to your website

It’s also sensible to be aware of the pitfalls of organic SEO. In some industries the market is already so heavily saturated, that gaining some traction is not only difficult but ranking highly is almost impossible.

Does this mean I should avoid Pay Per Click advertising?

Most certainly not, PPC advertising can be highly effective in driving traffic to your website. Paid advertising can be used to boost traffic to a new website, find new customers for an existing site or even as part of a continued strategy running alongside a healthy organic SEO campaign.

The best way to find out what you need is to research your industry and competitors to determine the best solution and strategy. This may not mean choosing organic over PPC but rather what you should spend most of your budget on.

Interested in more?

20.07.16
Digital Marketing

How virtual reality could change the way marketers interact with consumers

If you have watched television, scrolled through twitter or spoken to anyone in the past week, it is likely you have been witness to the latest craze that is Pokémon GO.

It is an augmented reality mobile phone game that gives people the ability to walk around the streets catching Pokémon and it has been ridiculously successful. Since its launch just over a week ago, more than 5% of all android users have downloaded the app with over 60% of those people using the app at least once per day. At this rate, the game has become more popular than twitter, instagram, whatsapp and messenger.

LET’S TALK

Sometimes digital growth is strategically simple—we call it leverage. Let’s start talking.

The Pokémon GO app has seen some businesses spark creativity and use the app to their advantage. Many small businesses have advertised Pokémon characters as being inside their shop or restaurant as a way of attaining customers; and with the crowds seen gathering together to catch the Pokémon, one would assume this ploy would be a success. Other larger businesses like Woolworths have used social media to connect with consumers in a humourous way and have seen some great responses and exposure. In Sydney, the game sparked fear for Police who were worried about a huge crowd that was forming in the city. However, the crowd of over 4000 people were nothing but peaceful and friendly with no other intention than exercising their Pokémon characters together.

The augmented reality game is not the first of it’s kind, however it could already be seen to be the most successful. Many companies have attempted a virtual reality type app but have not seen anywhere near the success or publicity that Pokémon GO has gained. But could this app have given us a glimpse into the future of marketing through virtual reality?

One of the obvious aspects of this is the value of customer experience that can be utilised. The technology that is readily available to marketers today is unquestionably underutilised and the creative opportunities are infinite. Augmented reality gives consumers the opportunity to experience a situation or reality that you have specifically created for them. Companies including McDonald’s and L’oreal Paris have experimented with the technology already with McDonald’s receiving awards for the concept and L’oreal seeing success among it’s users. There remains huge opportunity for businesses to be creative and differentiate themselves through the use of augmented realities.

Augmented realities may not be something every business can benefit from. For businesses with a big visual focus, it could be very effective. For businesses with a large millennial audience, the chances of success are probably greater. One of the main points identified with Pokémon GO is that majority of all users are millennial’s, who as marketers are well aware, are often the most difficult demographic to market to. An app or game in which the consumer benefits from the virtual reality marketing is a campaign that could prove to be successful. To achieve success, the experience should make for an easier purchase process or deliver something to the consumer they could not have received otherwise.

It gives marketers the opportunity to interact with consumers in a more personalised and exciting situation than they have before. It is an innovative concept that many companies are yet to utilise, however if Pokémon GO is anything to go by, there are big things to be expected.

Interested in more?

29.06.22

How To Market On Digital Platforms

With social media taking over the marketing space, gaining awareness, retaining attention, and converting people is a competitive space. So how does your business stand out and meet your goals through social media marketing?The key is having an effective digital marketing mix. Each platform is unique in its offering and its audience, requiring different marketing methods and tactics.

21.06.16
Digital Marketing

Brand Identity: What is it and why is it so important?

Brand identity is one of the most simple, yet undermined elements of a business. When done well, it can be extremely successful and can ultimately be the difference between Google and other search engines. But what exactly is brand identity and why is it so important?

LET’S TALK

Sometimes digital growth is strategically simple—we call it leverage. Let’s start talking.

What is it?

Brand identity is ultimately a representation of your company, both visually and emotionally. It should represent who your company is and should allow people to associate certain thoughts, feelings and emotions with your brand.

Visually, your brand identity can be

  • Logo
  • Colour scheme
  • Typography
  • Overall design

On an emotional level, brand identity can be

  • Business culture
  • Your message
  • Communicational interactions with consumers

Your brand identity should be what you want to communicate and how you want to be perceived by consumers.

Why is it so important?

Let’s say you had to choose between two pairs of running shoes. They are both identical aside from the fact that one has the Nike swoosh on it; the other is blank. Which pair would you choose?

Ultimately, they are the exact same shoe, however the values that are associated with Nike make the decision easy. Nike’s brand identity has made it a globally recognised brand of high quality. It is a brand that can be trusted and these values are all registered with a glance at the Nike tick.

Brand Identity is about adding value to your brand so that consumers make positive associations to your business.

The key to doing this successfully is through repetition and consistency. It may seem pointless reiterating core values or a slogan over and over again, but if ‘Just Do It’ is anything to go by; it’s worth it. Repeating your brand’s values and being consistent with visual identity is one of the most important elements of creating a strong brand.

Creating a strong brand isn’t only useful for global brands like Nike, it is essential for all businesses; no matter how big or small. It’s an opportunity to differentiate yourself in the market through use of creative elements, intellectual mechanisms and personal interaction.

As Jeff Bezos says, “Your brand is what other people say about you when you’re not in the room.” What you do or sell is one thing, but how you do it is what people will remember.

Are you struggling to find your Brand Identity or would like to create a fresh one? We can help as little or as much as you’d like. Give us a call or send an email enquiry today.

Interested in more?

29.06.22

How To Market On Digital Platforms

With social media taking over the marketing space, gaining awareness, retaining attention, and converting people is a competitive space. So how does your business stand out and meet your goals through social media marketing?The key is having an effective digital marketing mix. Each platform is unique in its offering and its audience, requiring different marketing methods and tactics.

15.06.16
Digital Marketing

Is duplicate content really that bad?

One topic that is brought up a lot in terms of SEO is duplicate content.

Some of the web’s most trusted SEO bloggers and online marketers previously argued that duplicate content is bad and carries some serious penalties.

LET’S TALK

Sometimes digital growth is strategically simple—we call it leverage. Let’s start talking.

When Is Duplicate Content Ok?

In many cases it’s difficult to avoid instances of duplicate content. Some examples include e-commerce stores (products with different variants), forums and even websites with a print version of their content. In these cases it can be difficult to avoid a duplicate content issue. In certain instances where you do need a duplicate page or content, you can use a canonical link. The canonical link can be placed in the header of the duplicate page, informing Google as to which page should be the one to rank and list.

More information on canonicalisation can be found here.

The Myth?

Traditionally it is believed that duplicate content will harm your rankings. Google would crawl your website and look for duplicate content not only on your website, but to see if that content matched pages from all over the web. If there was any indication that the website had lifted text from another page on the web you would be penalised and you would begin to lose traction in searches.

There are even a number of tools out there from copyscape to siteliner, designed to help find pages with duplicate content.

The Truth?

The new evidence suggests that the whole duplicate content issue whilst a factor, was mainly a myth or has at least died down, thus causing panic amongst website owners and SEOs alike.

Now that time has passed since this issue was brought to light, many SEOs out there have been able to measure the performance of their sites and their client’s sites to see if this Google update really had any effect. Their own studies revealed that apparently none of their websites saw a negative effect in searches.

If that’s not enough, Google’s former head of web spam Matt Cutts, elaborates on this topic in this video for Google Webmasters.

In the video Matt indicates “I wouldn’t stress about this unless the content that you have duplicated is spammy or keyword stuffing.”

The Conclusion

Although it may seem this SEO problem was dramatised, it doesn’t mean that it gives website owners the green light to just steal website content out of laziness or to save some money.

I would still recommend that you make sure you aren’t guilty of having duplicate content. Whilst there is evidence to suggest that this Google update was blown out of proportion, it’s just not worth the risk. If you do need to have forms of duplicate content, using canonicalisation can really help you out here.

Still, if not for the search engines you should at least try and write new content for your audience. Keep your viewers engaged with unique articles or even a fresh perspective.

If you can avoid being put into Google’s “naughty corner” by fixing up a few pages here and there, then it just makes sense to go ahead and fix them. In the off chance you were to be penalised it would be much harder to try and rebuild your online presence than to fix these issues in the first place.

Interested in more?

29.06.22

How To Market On Digital Platforms

With social media taking over the marketing space, gaining awareness, retaining attention, and converting people is a competitive space. So how does your business stand out and meet your goals through social media marketing?The key is having an effective digital marketing mix. Each platform is unique in its offering and its audience, requiring different marketing methods and tactics.