Parallax Studios is happy to announce that any Website Packages purchased before 15 December 2016 will receive, FREE OF CHARGE:
Google AdWords Setup – Valued at R495
R600 AdWords Credit For Advertising
This means that if you buy a Website Package before 15 December 2016 we will do Google AdWords setup for your business and load R600 onetime credit for advertising.
*Offer ends 15 December 2016.
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In the world of online marketing, misinformation abounds–and it gets compounded exponentially by an incredibly dynamic and rapidly evolving world. Most of the things you think you know (but don’t) about search-engine optimization, or SEO, may have been true a few years ago but have changed; one of the following was always a myth.
Here are some of the myths you need to move beyond to get smarter about SEO.
Myth 1: Metatag Descriptions Help Your Rankings
Not anymore; in fact, metatags are no longer even indexed by Google and Bing. But don’t ignore them altogether: Your metatags form the text that is displayed along with your link in the search results–and a more compelling description will compel more users to click on your listing instead of on others.
Here’s example of ours; the metatag is everything below the URL.
Myth 2: The More Inbound Links, the Better
False. In all the recent updates to Google’s algorithm, the search giant has made it a core priority to have quality trump quantity. Gone are the days of having thousands of superlow-quality links driving up rankings; in fact, creating those links can look spammy and get your site penalized.
Focus on obtaining links from sites that are relevant to your products, services, or industry–and on having those links be surrounded by relevant text. A blog review about your “blue widget” that links to your site is far more valuable than a rogue link for “blue widget” stuck in the footer or sidebar of some site–even a highly ranked one.
Myth 3: PageRank Still Matters
Google’s infamous PageRank (named after Google co-founder and now-CEO Larry Page, mind you) is a 1-to-10 ranking of the overall authority of every website; the bigger the number, the higher the rank. In years past, this seemingly all-powerful number dominated the attention of SEO experts.
But today, Google’s algorithm has evolved well beyond any single indicator. The PageRank still exists, and if all things are equal, a higher PageRank trumps a lower one–but factors such as relevance and context matter, too.
As with inbound links: If you run a dental practice in Los Angeles, it’s better to have a link from a site that reviews doctors and dentists in L.A., even if it has a PageRank of 4, than to have a paid link with no context in a huge site with a higher PageRank of 7.
Myth 4: Google Prefers Keyword-Rich Domains
In years past, Google seemed to put a disproportionate amount of emphasis on keywords in the domain name (what you may think of as the URL). For example, vinylhousesiding.com would almost certainly be ranked first in a search for vinyl house siding.
Not anymore, says Google. If vinylhousesiding.com is in fact the more relevant, authoritative site on the topic, it will probably still rank first–but not because of its domain name alone.
Myth 5: Websites Must Be ‘Submitted’ to Search Engines
In 2001, yes, this was the case–indeed, this was the first service that my company, Wpromote, ever provided. But in 2012? Not at all. At this point, if there is any connection from any site to yours, your site will be quickly discovered by Google.
Note that being indexed is a far cry from achieving high rankings–but that initial step of submission is no longer needed or helpful.
Myth 6: Good SEO Is Basically About Trickery
False, false, false. Although there are still some SEO experts out there who go about their business trying to “trick Google,” this is absolutely not the way to provide good, lasting SEO.
Good SEO is about creating a relevant, informative website, with unique content and great user experience, and encouraging the sharing and distribution of great content to drive organic publicity and links back to your site.
In the end, this is exactly what Google explicitly wants to reward with high rankings–so it is anything but “tricking” the search engines.
I’m planning to dive into other online marketing topics in the future, to find the biggest myths–so if you’ve got suggestions, please weigh in below.
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As businesses adopt inbound marketing and generate more and more leads, the need for an effective lead nurturing strategy becomes clear very quickly.
After all, 50% of leads aren’t ready to buy at the time of first conversion,so lead nurturing — especially through email — is the smartest way for marketers like us to reach them.
Why is email is the most powerful channel for lead nurturing? Because it’s a one-on-one interaction, and it can be highly personalized based on where a lead is in the buyer’s journey. In terms of engagement, research shows that lead nurturing emailsbeat out individual email blasts by far.
The fact that screen sizes have gotten smaller plays a key role in today’s visual content revolution.
Since less information is in your field of vision on a phone (and since only a handful would stay long enough to read lengthy writeups), content needs to be presented in bite-sized but accessible ways. And you know what they say: a picture paints a thousand words.
We are already past the tipping point — the number of mobile users has surpassed the number of desktop users, with more than 60% of the traffic coming from mobile. Among social media users, 80% access their accounts via a mobile device.
Here’s another startling fact: 50% of small businesses need help with marketing on social media. They don’t realize the difference a user experiences while accessing social media from a desktop computer and doing the same from a mobile device.
Posting directly from a mobile device — which apps like Canva’s recently launched iPhone app enable you to do — makes it easier to simulate how the material would look like upon social media publication.
To help guide you on your mobile strategizing, we have scoured through the deepest ends of the internet to put together key tactics which will help you create engaging content for your brand on mobile. Ready?
01. Match the content with your medium
Each social media platform is different from the other, and their layouts change as you access them from mobile devices. Not to mention, there is such a thing asmarketing fatigue. If you cross-promote the same thing across all your social media channels at the same time, your followers
That is why it is important to approach each one of them differently and to focus only on the platforms that have the highest return for your brand.
On Facebook mobile all the content is presented in a single column.
This means you only get a fleeting chance to impress people. If your content is just like everyone else’s, your potential customers will scroll through; but if your content is outstanding enough, you will get a higher engagement rate.
Your visual content should be engaging enough to merit the user’s attention.
Not all visual content are created equally, though. Facebook’s newsfeed format treats image posts and website link posts differently. Even though Facebook pulls open graph images for website links, uploaded image posts get a slightly larger space on the newsfeed as compared to link posts.
So if you want the images to take the center stage, and also want readers to click on links, you could do exactly what JustB – add a link in the description over images.
In the last few years, images have become an integral part with the social media platform by introducing in-app gifs and rich cards for website links. Every website link on Twitter is now displayed much like Facebook’s, with the hero image as the main image on link post.
Not surprisingly, Twitter started pushing this feature on their mobile app first and then it made its way to the main desktop website.
Also, Twitter photos are not supposed to be square; they need to be rectangular in order to fit in the feed, read forward for the exact dimensions you should be using.
Instagram used to be all about filters and square images, but the image sharing social media app recently announced a big change — portrait and landscape images are now allowed on the app.
While many fashion brands like Zara are taking advantage of this new change, most of the other brands are sticking to the square image format.
Because square images take the most space on Instagram News feed, while other differently-oriented images will always have a bit of white space on the sides.
While brands should pay attention to every image that they post, they should also make sure the account’s feed overall looks good as well. Posted images shouldn’t look out of place — they should blend in together.
02. Invest in your cover photo
Whether it’s Facebook or Twitter, the header image is the first image people see, and it’s the best opportunity to give followers a great impression.
Your brand’s header should give your followers the message you are trying to convey. For instance, Red Bull —which always claims that their drinks give people ‘wings’ — makes sure that their Facebook feed is filled with adventurous photos and videos. Hence this adrenaline-filled cover photo makes complete sense for them.
Disney Pixar, on the other hand, uses cover photos to let their fans stay updated about all the new releases — which in this case is the highly anticipated Finding Dory.
03. Maximize your phone’s native camera by taking creative selfies
Taking out a professional camera to send out every little update, is not just time consuming, it takes out that “genuineness” you want to impart to your fans. (And what if you want to share a selfie?)
Use your phone’s native camera. With the right light and angle, you can capture a high-quality photo with just an 8-megapixel camera. To make the whole process easier, you can take pictures through Canva’s iPhone app and start editing it right away.
And the best thing you can do with a native camera? Take a selfie.
Selfie social media campaigns have proved to be successful for many brands because it’s relatable and authentic (or at least authentic-looking). There is no reason why your brand should stay behind.
When Samsung launched their flagship phone, S5, they launched a #UnderwaterSelfie challenge where they dared followers to post selfies from underwater.
UNICEF decided to use selfies for the greater good where they asked celebrities to post morning pictures with the hashtag #Wakeupcall to bring the global attention to the Syrian crisis.
If you’re using this technique, make sure to use your camera-dependent platforms. Selfies and social channels like Instagram, Snapchat, and Vine are particularly popular to younger users — so this might only be effective if your brand caters to this demographic.
04. Implement the correct image dimensions
Did you know the ideal image dimensions for a typical photo post on Facebook is different than images upload for link posts?
While the photo posts on Facebook can be square or other ratios, the images used for website link posts need to be an exact dimension or else they won’t take up the whole news feed space, and you will get something like this.
Has this happened to you before?
Instead of getting stuck at the last place fidgeting with dimensions, it’s much better to just start right.
An ideal Facebook image for website should be 948x788px. And take note: a Facebook header image doesn’t have the same dimensions as a Twitter header image.
Canva has pre-made layouts for every social media platform, so you don’t just get the right dimensions, you also get thousands of templates which you can customize according to your brand. Canva’s iPhone app makes it possible to do all this through your phone.
05. Stick to a consistent schedule
Most social marketers fear that if they don’t post enough, their followers might forget their brand even exists. That’s why consistency combined with the right schedule is the key to everything.
Yes, if you post too less, your followers might get enamored by other brands; but if you bombard your followers with posts, they’ll get annoyed. It’s important to find the balance between these two.
The amount you post will depend on the social media platform you are posting to. While posting 10-15 times on Twitter is considered normal, posting that many updates on Facebook or Instagram is just downright spam-y.
Use analytics to find out which type of posts are topping your charts and at what time of the day they are doing the best, and then tweak your schedule accordingly.
Most people like to check their social media on their phone when they are commuting to work or when they are free in the evening, so that could be a great window to get the maximum attention.
06. Post live updates
With a mobile phone you can post live updates on-the-go. Brands now take part in live tweeting or streaming on Facebook to let their followers know about upcoming events or ongoing ones to keep the conversation going.
There is a thrill in being live that can’t just be replicated with scheduled social media posts. Live updates are one of the main reasons why Snapchat and Periscope got so popular, so quickly.
And you know what they say: if it isn’t live-tweeted, snapchat-ed or Instagram-ed about, it might as well have never happened. That’s why, sharing visual content is important — with the right hashtag, of course.
But keep in mind: the quality of your post shouldn’t suffer just because you’re on mobile and you’re doing it quickly. Each picture you post should tell a story about your brand’s identity and uniqueness.
Well, we have some good news: Canva’s iOS app has the tools you need to create awesome visual content wherever you are. Aside from the live camera feature, it has collection of professionally designed templates, customizable filters, and a library of high quality images.
And aside from the 14 pre-set filters, you can play around with all the settings to create your own customized filter. You can also save the filter codes for faster editing. To help you keep your posts on-brand at all times, here is a complete guide on how to use filters on Canva.
07. Don’t be fooled into thinking you need a mobile-only strategy
We warned about cross-promoting and marketing fatigue in the first item and now we dole out advice about not creating a mobile-only strategy. That’s because in the first item, we talked about for-regular posting content; in this item we’re going to discuss advertising.
You can’t rely on just the mobile aspect of the digital marketing spectrum because you can never predict how people will engage with your brand. Internet users can be on their cellphone and then their desktop at different times of the day, in different situations.
In order for them to accumulate impressions of your brand, it will need to be available
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Gmail is one of the most popular email clients for webmail right now — and with good reason. It’s one of the most powerful and reliable email clients available, and makes checking and organizing email easy. (And dare I say fun?)
But there are a whole lot of cool things you can do in Gmail that not a lot of people know about.
For example, did you know that you can automatically categorize some of your incoming emails so they’re labeled, archived, deleted, or forwarded — without ever having to see them in your inbox? Or that you can save and send canned emails so you’re not typing out the same response to different folks over and over and over again?
It’s no secret that internet users are no strangers to seeking out the information they need online — in fact, Google now processes over 40,000 search queriesevery second.
And as the volume of search queries continues to climb, advertisers are recognizing an opportunity to introduce a number of different types of ads. (Think: pop-up ads, autoplaying video ads, and the dreaded mobile ad that takes up the entire phone screen.)
As a reaction to some of these disruptive online ads, internet users have started installing ad blocking extensions by the millions. In case you’re wondering: Ad blockers scan websites for advertising code to prevent them from loading on a browser.
Here’s a visual look at how they work:
To help marketers get a handle on the state of ad blocking today, HubSpot Research dove deep into the issue to create this report. Below, we’ve outlined some of they most noteworthy statistics and takeaways from our research to get you up to speed quickly.
5) Pop-up ads, autoplaying video ads, and online video ads are the most disliked online ad types.
6) 70% of respondents say they would have a lower opinion of a company that uses pop-up advertisement.
7) 34% of people say usually click online ads by accident.
8) Adoption of mobile ad blocking is growing even faster (90% YOY) than desktop-based ad blocking adoption. A study fromPriori Data suggests 419 million people (a fifth of the world’s internet users) have some type of mobile ad blocker installed.
9) 83% of online browsers in the U.S., U.K., Germany, and France say they’d like to block mobile ads.
10) 73% of people stated that ads that cover the entire screen on a phone are the most annoying, followed by ads that track browsing (65%).
11) When asked about the best way to support websites (to cover costs), the majority (68%) of respondents say they don’t mind seeing ads — as long as their not annoying.
The lesson? Marketers need to use unobtrusive forms of advertising (native ads, social ads, etc.) that people tolerate more than interruptive ads like pop-ups
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Being succinct. Seriously … it’s ridiculously hard. If you don’t believe me, just grab yourfavorite copywriter and ask them.
It’s especially difficult to express a complex emotional concept in just a couple of words — which is exactly what a slogan does.
That’s why we have a lot of respect for the brands that have done it right. The ones that have figured out how to convey their value proposition to their buyer persona in just one, short sentence — and a quippy one, at that.
So if you’re looking to get a little slogan inspiration of your own, take a look at some of our favorite company slogans from both past and present. (Note: We’ve updated this post to include some suggestions from the comment section.)
Before we get into specific examples, let’s quickly go over what a slogan is and what makes one stand out.
Companies have slogans for the same reason they have logos: advertising. While logos are visual representations of a brand, slogans are audible representations of a brand. Both formats grab consumers’ attention more readily than the name a company or product might. Plus, they’re simpler to understand and remember.
The goal? To leave a key brand message in consumers’ minds so that, if they remember nothing else from an advertisement, they’ll remember the slogan.
Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief, catchy few words can go a long way in advertisements, videos, posters, business cards, swag, and other places. (Take this quiz to see if you can guess the brands behind 16 memorable slogans.)
It includes a key benefit.
Ever heard the marketing advice, “Sell the sizzle, not the steak”? It means sell the benefits, not the features — which applies perfectly to slogans. A great slogan makes a company or product’s benefits clear to the audience.
It differentiates the brand.
Does your light beer have the fullest flavor? Or maybe the fewest calories? What is it about your product or brand that sets it apart from competitors?
It imparts positive feelings about the brand.
The best taglines use words that are positive and upbeat. For example, Reese’s Peanut Butter Cups’ slogan, “Two great tastes that taste great together,” gives the audience good feelings about Reese’s, whereas a slogan like Lea & Perrins’, “Steak sauce only a cow could hate,” uses negative words. The former leaves a better impression on the audience.
Now that we’ve covered what a slogan is and what makes one great, here are examples of the best brand slogans of all time. If we missed any of your favorites, share them with us in the comment section. (Note: We’ve updated this post with several ideas folks have shared with us in the comments.)
22 Companies With Really Catchy Taglines & Slogans
1) Nike: “Just Do It”
It didn’t take long for Nike’s message to resonate. The brand became more than just athletic apparel — it began to embody a state of mind. It encourages you to think that you don’t have to be an athlete to be in shape or tackle an obstacle. If you want to do it,just do it. That’s all it takes.
But it’s unlikely Kennedy + Weiden, the agency behind this tagline, knew from the start that Nike would brand itself in this way. In fact, Nike’s product used to cater almost exclusively to marathon runners, which are among the most hardcore athletes out there. The “Just Do It” campaign widened the funnel, and it’s proof positive that some brands need to take their time coming up with a slogan that reflects their message and resonates with their target audience.
This slogan was first released in the Apple commercial called “Here’s to the Crazy Ones, Think Different” — a tribute to all the time-honored visionaries who challenged the status quo and changed the world. The phrase itself is a bold nod to IBM’s campaign “Think IBM,” which was used at the time to advertise its ThinkPad.
Soon after, the slogan “Think Different” accompanied Apple advertisements all over the place, even though Apple hadn’t released any significant new products at the time. All of a sudden, people began to realize that Apple wasn’t just any old computer; it was so powerful and so simple to use that it made the average computer user feel innovative and tech-savvy.
According to Forbes, Apple’s stock price tripled within a year of the commercial’s release. Although the slogan has been since retired, many Apple users still feel a sense of entitlement for being among those who “think different.”
Who doesn’t want to feel like they’re worth it? The folks at L’Oréal know that women wear makeup in order to make themselves appear “beautiful” so they feel desirable, wanted, and worth it. The tagline isn’t about the product — it’s about the image the product can get you. This message allowed L’Oréal to push its brand further than just utility so as to give the entire concept of makeup a much more powerful message.
While most people are familiar with the “Got Milk?” campaign, not everyone remembers that it was launched by the California Milk Processor Board (CMPB). What’s interesting about this campaign is that it was initially launched to combat the rapid increase in fast food and soft beverages: The CMPB wanted people to revert to milk as their drink of choice in order to sustain a healthier life. The campaign was meant to bring some life to a “boring” product, ad executives told TIME Magazine.
The simple words “Got Milk?” scribbled above celebrities, animals, and children with milk mustaches, which ran from 2003 until 2014, became one of the longest-lasting campaigns ever. The CMPB wasn’t determined to make its brand known with this one — they were determined to infiltrate the idea of drinking milk across the nation. And these two simple words sure as heck did.
6) MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”
MasterCard’s two-sentence slogan was created in 1997 as a part of an award-winning advertising campaign that ran in 98 countries and in 46 languages. The very first iteration of the campaign was a TV commercial that aired in 1997: “A dad takes his son to a baseball game and pays for a hot dog and a drink, but the conversation between the two is priceless,” writes Avi Dan for Forbes. “In a sense, ‘Priceless’ became a viral, social campaign years before there was a social media.”
One key to this campaign’s success? Each commercial elicits an emotional response from the audience. That first TV commercial might remind you of sports games you went to with your dad, for example. Each advertisement attempted to trigger a different memory or feeling. “You have to create a cultural phenomenon and then constantly nurture it to keep it fresh,” MasterCard CMO Raja Rajamannar told Dan. And nostalgia marketing like that can be a powerful tool.
7) BMW: “The Ultimate Driving Machine”
BMW sells cars all over the world, but in North America, it’s known by its slogan: “The Ultimate Driving Machine.” This slogan was created in the 1970s by a relatively unknown ad agency named Ammirati & Puris and was, according to BMW’s blog, directed at Baby Boomers who were “out of college, making money and ready to spend their hard earned dollars. What better way to reflect your success than on a premium automobile?”
The goal? To reinforce the message that its cars’ biggest selling point is that they are performance vehicles that are thrilling to drive. That message is an emotional one, and one that consumers can buy into to pay the high price point.
“Every little helps” is the kind of catchy tagline that can make sense in many different contexts — and it’s flexible enough to fit in with any one of Tesco’s messages. It can refer to value, quality, service, and even environmental responsibility — which the company practices by addressing the impacts in their operations and supply chain.
It’s also, as Naresh Ramchandani wrote for The Guardian, “perhaps the most ingeniously modest slogan ever written.” Tesco markets themselves as a brand for the people, and a flexible, modest far-reaching slogan like this one reflects that beautifully.
Here’s one brand that didn’t need much time before realizing its core value proposition. At the end of the day, chocolate is chocolate. How can one piece of chocolate truly stand out from another? By bringing in the convenience factor, of course. This particular example highlights the importance of finding something that makes your brand different from the others — in this case, the hard shell that keeps chocolate from melting all over you.
Bounty paper towels, made by Procter & Gamble, has used its catchy slogan “The Quicker Picker Upper” for almost 50 years now. If it sounds like one of those sing-songy word plays you learned as a kid, that’s because it is one: The slogan uses what’s called consonance — a poetic device characterized by the repetition of the same consonant two or more times in short succession (think: “pitter patter”).
Over the years, Bounty has moved away from this slogan in full, replacing “Quicker” with other adjectives, depending on the brand’s current marketing campaign — like “The Quilted Picker Upper” and “The Clean Picker Upper.” At the same time, the brand’s main web address went from quickerpickerupper.com to bountytowels.com. But although the brand is branching out into other campaigns, they’ve kept the theme of their original, catchy slogan.
Diamonds aren’t worth much inherently. In fact, a diamond is worth at least 50% less than you paid for it the moment you left the jewelry store. So how did they become the symbol of wealth, power, and romance they are in America today? It was all because of a brilliant, multifaceted marketing strategy designed and executed by ad agency N.W. Ayer in the early 1900s for their client, De Beers.
You can read all about the strategy here. The four, iconic words “A Diamond is Forever” have appeared in every single De Beers advertisement since 1948, and AdAge named it the #1 slogan of the century in 1999. It perfectly captures the sentiment De Beers was going for: that a diamond, like your relationship, is eternal. It also helped discourage people from ever reselling their diamonds. (Mass re-selling would disrupt the market and reveal the alarmingly low intrinsic value of the stones themselves.) Brilliant.
Seriously, who here has ever had just one chip? While this tagline might stand true for other snack companies, Lay’s was clever to pick up on it straight away. The company tapped into our truly human incapability to ignore crispy, salty goodness when it’s staring us in the face. Carbs, what a tangled web you weave.
But seriously, notice how the emphasis isn’t on the taste of the product. There are plenty of other delicious chips out there. But what Lay’s was able to bring forth with its tagline is that totally human, uncontrollable nature of snacking until the cows come home.
13) Audi: “Vorsprung durch technik” (“Advancement Through Technology”)
“Vorsprung durch technik” has been Audi’s main slogan everywhere in the world since 1971 (except for the United States, where the slogan is “Truth in Engineering”). While the phrase has been translated in several ways, the online dictionary LEO translates “Vorsprung” as “advance” or “lead” as in “distance, amount by which someone is ahead in a competition.” Audi roughly translates it as: “Advancement through technology.”
The first-generation Audio 80 (B1 series) was launched a year after the slogan in 1972, and the new car was a brilliant reflection of that slogan with many impressive new technical features. It was throughout the 1970s that the Audi brand established itself as an innovative car manufacturer, such as with the five-cylinder engine (1976), turbocharging (1979), and the quattro four-wheel drive (1980). This is still reflective of the Audi brand today.
In April 2006, Dunkin’ Donuts launched the most significant repositioning effort in the company’s history by unveiling a brand new, multi-million dollar advertising campaign under the slogan “America Runs on Dunkin.” The campaign revolves around Dunkin’ Donuts coffee keeping busy Americans fueled while they are on the go.
“The new campaign is a fun and often quirky celebration of life, showing Americans embracing their work, their play and everything in between — accompanied every step of the way by Dunkin’ Donuts,” read the official press release from the campaign’s official launch.
Ten years later, what the folks at Dunkin Donuts’ realized they were missing was their celebration of and honoring their actual customers. That’s why, in 2016, they launched the “Keep On” campaign, which they call their modern interpretation of the ten-year slogan.
“It’s the idea that we’re your partner in crime, or we’re like your wingman, your buddy in your daily struggle and we give you the positive energy through both food and beverage but also emotionally, we believe in you and we believe in the consumer,” said Chris D’Amico, SVP and Group Creative Director at Hill Holiday.
15) Meow Mix: “Tastes So Good, Cats Ask for It by Name”
Meow meow meow meow … who remembers this catchy tune sung by cats, for cats, in Meow Mix’s television commercials? The brand released a simple but telling tagline: “Tastes So Good, Cats Ask For It By Name.”
This slogan plays off the fact that every time a cat meows, s/he is actually asking for Meow Mix. It was not only clever, but it also successfully planted Meow Mix as a standout brand in a cluttered market.
The “I’m Lovin’ It” campaign was launched way back in 2003 and still stands strong today. This is a great example of a slogan that resonates with the brand’s target audience. McDonald’s food might not be your healthiest choice, but being healthy isn’t the benefit McDonald’s is promising — it’s that you’ll love the taste and the convenience.
(Fun fact: The jingle’s infamous hook — “ba da ba ba ba” — was originally sung by Justin Timberlake.)
17) The New York Times: “All the News That’s Fit to Print”
This one is my personal favorite. The tagline was created in the late 1890s as a movement of opposition against other news publications printing lurid journalism. The New York Times didn’t stand for sensationalism. Instead, it focused on important facts and stories that would educate its audience. It literally deemed its content all the real “news fit to print.”
This helped the paper become more than just a news outlet, but a company that paved the way for creditable news. The company didn’t force a tagline upon people when it first was founded, but rather, it created one in a time where it was needed most.
You may remember General Electric’s former slogan, “We Bring Good Things to Life,” which they initiated in 1979. Although this tagline was well-known and well-received, the new slogan — “Imagination at Work” — shows how a company’s internal culture can revolutionize how they see their own brand.
“‘Imagination at Work’ began as an internal theme at GE,” recalled Tim McCleary, GE’s manager of corporate identity. When Jeff Immelt became CEO of GE in 2001, he announced that his goal was to reconnect with GE’s roots as a company defined by innovation.
This culture and theme resulted in a rebranding with the new tagline “Imagination at Work,” which embodies the idea that imagination inspires the human initiative to thrive at what we do.
19) Verizon: “Can You Hear Me Now? Good.”
Here’s another brand that took its time coming up with something that truly resonated with its audience. This tagline was created in 2002 under the umbrella of “We never stop working for you.”
While Verizon was founded in 1983, they continued to battle against various phone companies like AT&T and T-Mobile, still two of its strongest competitors. But what makes Verizon stand out? No matter where you are, you have service. You may not have the greatest texting options, or the best cellphone options, but you will always have service.
20) State Farm: “Like a Good Neighbor, State Farm is There
The insurance company State Farm has a number of slogans, including “Get to a better State” and “No one serves you better than State Farm.” But its most famous one is the jingle “Like a good neighbor, State Farm is there,” which you’re likely familiar with if you live in the United States and watch television.
These words emphasize State Farm’s “community-first” value proposition — which sets them apart from the huge, bureaucratic feel of most insurance companies. And it quickly establishes a close relationship with the consumer.
Often, customers need insurance when they least expect it — and in those situations, State Farm is responding in friendly, neighborly language.
21) Maybelline: “Maybe she’s born with it. Maybe it’s Maybelline.”
Can you sing this jingle in your head? Maybelline’s former slogan, created in the 1990s, is one of the most famous in the world. It makes you think of glossy magazine pages featuring strong, beautiful women with long lashes staring straight down the lens. It’s that confidence that Maybelline’s makeup brand is all about — specifically, the transformation into a confident woman through makeup.
Maybelline changed their slogan to “Make IT Happen” in February 2016, inspiring women to “express their beauty in their own way.” Despite this change, their former slogan remains powerful and ubiquitous, especially among the many generations that grew up with it.
22) The U.S. Marine Corps: “The Few. The Proud. The Marines.”
The U.S. Marine Corps has had a handful of top-notch recruiting slogans over the decades, from “First to fight” starting in World War I to “We’re looking for a few good men” from the 1980s. However, we’d argue that “The Few. The Proud. The Marines.” is among the best organization slogans out there.
This slogan “underscores the high caliber of those who join and serve their country as Marines,” said Maj. Gen. Richard T. Tryon, former commanding general of Marine Corps Recruiting Command. In 2007, it even earned a spot in Madison Avenue’s Advertising Walk of Fame.
I know, I know. It’s little depressing to think about how much time we spend staring at screens on a daily basis. Turns out the average person spends just under seven hours looking at a device screen every day — whether it’s their smartphone, tablet, laptop, or TV.
As discouraging as that is, it’s important for marketers to understand how people are using all of their favorite devices to read, watch, and interact with content on the web.
For example, when do people move from using one device to the next sequentially, versus simultaneously?
Online shopping, for example, is often a multi-screen activity: A person might find something they like on their smartphone, put it in their cart, but then complete the order on a computer. Same with watching television: A person might watch a TV show, and then hop on social media via their smartphone to discuss what’s happening.
The devices people choose to use and when they choose to use them are all important clues to consumer behavior that marketers like us can use to inform our online strategies. Check out the infographic below from TollFreeForwarding.com and Gryffin to learn more about the statistics behind how people use their devices.
http://www.parallaxstudios.co.za/wp-content/uploads/2016/07/multiple-screens.jpeg286690Administratorhttp://www.parallaxstudios.co.za/wp-content/uploads/2016/03/logo-4.pngAdministrator2016-07-20 09:12:522016-07-20 09:13:07How & When People Use Their Favorite Devices [Infographic]
Marketers considering ads always ask me the same thing: “How much should I spend?”
It’s a good question — an important question — but it’s the wrong question. The right question is: “For every dollar I spend on ads, how much will I get back?”
If you know the answer to that question, or at least have an educated guess, it matters less how much or little you can spend. To help you figure this out, we’re launching a free tool called the HubSpot Advertising ROI Calculator.
This simple calculator allows you to explore how different metrics will impact the profit and ROI you can expect from ads. It will help you get the math right, so whether you have $100 to spend or $100,000, you won’t have to guess at the outcome.
Too many marketers tell me about getting burnt by ads. They build anAdWords campaign to rank for important search terms, it drives clicks, traffic, and leads, but ultimately their ad spend outweighs the impact of the ads.
These marketers end up learning a really expensive lesson — one that could be easily prevented by following these simple steps …
1) Do the math.
Ads aren’t right for everyone. Some industries have extremely high competition with astronomical CPCs. Some products have too low of an average sales price for the economics to work.
To determine if ads are worth your time, run the numbers specific to your business through our calculator. With the tool you can explore how a change in numbers, a lower CPC or higher close rate for example, will impact a campaign. This will give you a better idea of what it will take to create an ads campaign that makes you money.
2) Never set it and forget it.
Try not to look at ads as a shortcut. It’s possible to get to a place with ads where they become a recurring source of profit … but typically that’s not how things start.
Don’t be surprised when a week after your campaign launches your ads aren’t generating tons of profit. Examine the data and make improvements to your ads targeting, creative, and landing pages.
Incremental improvements in clickthrough rates and conversion rates can have a huge impact on profit. Use the ads calculator to explore the impact these changes could have. Watch your ads like a hawk for the first month and you’ll avoid big mistakes.
3) Don’t place your ads in a vacuum.
Ads act like a megaphone to amplify your marketing campaigns and content. The more complete and well developed your campaigns are, the better your ads will perform.
Think about it: Which ads do you think perform better? Those promoting your homepage or those promoting a remarkable piece of content that helps someone?
Bingo. Those promoting awesome content.
Campaigns that use ads should be treated like other campaigns. Establish your goals first, build great content, focus your message and optimize your landing pages, then figure out how ads can help amplify your message. Taking this combined approach and only using ads as a strategic component of your marketing campaigns will pay off.
So how much should you actually spend on ads?
Assuming you’ve run the numbers and now know what you can expect in terms of profit and ROI, it’s time to launch a campaign. To do this you’ll have to make two budget decisions, regardless of where you are advertising:
Total campaign budget or duration: How much do you plan to spend in total? How long will the ads run for? Be aware that if you don’t set a limit there will be no maximum or end date.
Daily budget: How much do you want to spend a day?
There are two ways I see most marketers use ads, short-term and long-term. Let’s take a look a both …
Short-term ads. Budget = at least a few hundred dollars over a month.
When marketers use ads for a short-term goal, it’s usually to jump start a campaign or boost content that needs a bump. These ad spends are generally smaller and shorter, but can be large.
If you have a few hundred dollars to spend, spend it this way. Create a social post that promotes a piece of content and then use your ads to boost the post. Facebook, Twitter, and LinkedIn all have good solutions for this. Make sure you use the social network that gives you the best targeting for your persona and returns the most valuable leads. Measure this by assessing the quality of the leads generated after the campaign.
Long-term ads. Budget = at least a few thousand dollars over a quarter.
Ads can be a great solution in a pinch but if you really want to use ads strategically build them into your overall marketing strategy. This means more consistent, quarterly ad spends.
Consider how potential customers make purchase decisions and use ads to influence them. This may mean always relying on search ads or retargeting to make sure prospects find you when they are ready to buy. You’re more likely to accumulate better data taking this approach, which will allow you to get more sophisticated in how you optimize your ad spend.
Whatever budget you choose and whichever approach you take, make sure to ask a lot of questions about your ad spend. Even with the right approach, it’s easy to burn through money fast. Safeguard yourself by knowing what to expect and having clear expectations.