United Airlines. Pepsi. Uber. No matter your brand’s profile and success, you’re not immune to PR crises that invariably bleed over into the digital realm, regardless of whether they began online or not. Before your brand even makes a mistake, be sure to have a solid digital reputation strategy in place for handling any and all customer feedback. It will save you the much larger headache of trying to clean up after a big mess (à la United Airlines). Below are some things to keep in minding when crafting a brand management playbook:
With so much data available to marketers throughout the customer online journey, it’s crucial to determine which metrics will define and measure campaign performance. While click-through-rate (CTR) may be the most common digital metric, it’s usually not the best or sole indicator of success. Here are five key questions marketers can ask pre-campaign to identify which metrics should serve as key performance indicators (KPIs).
Virtual reality has long been a sci-fi staple, but we’re closer than ever to seeing VR becoming just as commonplace as our smartphones. It’s only been in the last several years that the idea of VR, 360-degree video, and augmented reality (AR) for more everyday use has really taken hold. We explore the business applications of such technology and why it pays to invest now.
Facebook is a part of most digital marketers’ daily business lives in this day and age. You’ve most likely created ad campaigns on the platform, managed business pages, and boosted posts, all the while banging your head against your desk in frustration at the seemingly inane changes the network makes to its platform on a semi-regular basis. But the good news is that there are some useful hidden functionalities that you can take advantage of to make your life a little easier.
Aside from hearing the word yelled at you from the digital team, chances are you probably don’t spend much else of your time thinking about or studying the latest changes in the world of search engine optimization (SEO). Have no fear. Here are some basic best practices for writing copy for websites that Google will love.