User engagement is an important marketing tactic for online publishers who want to attract and keep customers of all types. It also builds brand.
Engagement opportunities exist in two forms: content and communications. Engagement environments exist in six or more online publishings platforms including websites, blogging, social media accounts, video accounts, advertising and email marketing. (more…)
Search engine optimization is the single most important marketing tactic for sites that are pure Web brands and that rely on organic promotion.
But is SEO always the most important tactic for every site and every situation? The answer is sometimes no. For some sites, online brand management is more important, especially if the site is an extension of an offline brand. (more…)
Website publishers often overlook online branding as a marketing tactic because search engine optimization is so effective.
It’s true that pure Web brands in particular may get up to 90 percent or more of their total traffic from organic search results. (more…)
Direct traffic is often the second most important source for website audience after search engines and SEO. However, it doesn’t get that kind of respect.
How often do site publishers brag about their direct traffic numbers on the various blogs and forums dedicated to online publishing? The answer is, not very often. (more…)
An online marketing mix is a strategy that determines what kind of choices to make for building a Web presence.
Marketing mix is a concept with a long history in business. It usually includes four Ps: (more…)
Traditional media has powerful online brands and give simple lessons on how to build and keep them powerful. Search engine statistics reveal the power of those brands. (more…)
Online brand marketing needs focus and consistency for a long time before a website reaches a key goal — a growth in return visits.
Return visits grow when people start coming to the site by entering the address directly in their browser address window, entering a version of it in search engines or saving it in their bookmark list. (more…)