vidasco media blog: Advertisers

How to Develop A Brand

August 28, 2015
How to Develop A Brand

Often companies, particularly marketers and advertisers involved in promoting the products and services of their companies, have a difficult time conceptually separating their brand from their products. Their justification for this is that the brand and the product are one and the same and that all consumers really care about is the product. However, this is really not the case. When people choose brands, they are projecting an extension of themselves onto the brand. Consumers make brands both a personal and emotional experience by identifying themselves with a brand.

In order to separate a brand from products, a brand needs to be thought of as its own entity. Therefore, a brand should deliver a promise of value, quality, consistency and virtue. A brand should have a style, voice, a persona, and a vibe that enables customers to develop expectations and emotions about that brand based on their previous experiences with it. A brand is built through consumer expectations, perceptions, and experiences with all products or services under the umbrella of a brand.

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How to Convert More Customers Using Location

August 21, 2015
How to Convert More Customers Using Location

Our culture and behaviors these days is very much driven by mobile technology. The average consumer now relies on their smartphones to provide fundamental communications and information at their fingertips. Mobile technology is becoming the primary means that people use throughout the day to send and receive text messages and email, access the Internet and get recommendations about shopping, sales and restaurants, for example, based on their locations. Therefore, it has become increasingly important that businesses learn how they can best use location to increase conversions and sales.

Marketers of brick and mortar stores need to be able to personalize location results by modes of transportation. This means making sure that customers can reach your store not only quickly and safely but by the means by which they are getting to your store. Search results should be customized so that customers who are coming by car are directed to locations with nearby parking or those who are coming by public transportation are directed to locations near a bus or subway stop. The best one is not always the closest location but the one that matches your customers’ mode of transport.

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How to Bridge the Gap Between Online and Offline Marketing and Advertising

August 14, 2015
How to Bridge the Gap Between Online and Offline Marketing and Advertising

Just about all consumers use multiple channels to shop, and although they engage across channels, they are still heavily in?uenced by traditional advertising. A majority of those who purchase online often use a physical store before or after the transaction. * For example, they may make the transaction online and then going to a local store to pick up their purchase. Those who make their purchases in brick-and-mortar establishments often like the immediacy, the certainty, and the ability to touch items and try them out. Those who make their purchases online like that they can shop at any time, do not have to travel and find it easier to make comparisons and research products.

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How Affinity Marketing Can Create Fruitful Relationships

July 24, 2015
How Affinity Marketing Can Create Fruitful Relationships

Have you ever been offered a credit card, say from Amazon.com, with the name of a bank on it? Having two names on a card like this means that the two companies, Amazon.com, and the bank are using an affinity marketing campaign so as to enable the two companies to link their brands in a mutually beneficial relationship. The bank, by partnering with the largest online retailer in the world, is able grow its customer base and Amazon.com is encouraging people to use its website for purchases so it can offer promotions and incentives for future purchases.

Affinity marketing campaigns are win-win scenarios for both parties. Both companies benefit when one business partners with another business to provide goods in exchange for access to a new market. The new market is known as the affinity group and this helps to bring a wider consumer base to the other organization. Affinity marketing is an easy path to credibility for this organization. It leverages its experience and earned trust over the years to open doors to potential new clients.

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Contextual Marketing: A New Platform for Delivering Value to Customers

June 26, 2015
Contextual Marketing: A New Platform for Delivering Value to Customers

Contextual marketing is a term that is being pushed as the next “big thing” in marketing. This type of marketing knows what websites people have visited, where they are searching, and most likely their physical location. Companies that have a contextual understanding of consumers, can engage with their customer on their own terms and deliver on the promise of being customer-centric. Properly executed, contextual marketing enables your company to deliver value to your customers in new ways and build stronger relationships.

So what is contextual marketing? It refers to online and mobile marketing that provides targeted display advertising based upon user information, such as the recent browsing activity or search terms that they have been using. The result would be ads shown to customers that represent products and services in which they have already shown an interest.

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