When it comes to optimising a website so it improves in search engine rankings, officially known as search engine optimisation, there are lots of possibilities. The top priority is understanding what your target market are searching for, why, and how they are behaving while on the internet. But, underlying that is some other small things which can increase your search engine love, and one of them is encouraging links to your website via external sources. But how?
Tasmania has recently begun one of its largest advertising campaigns, to clearly position itself in the mind of the consumer as ‘the place to visit in winter’ under the line: ‘a world apart, not a world away’. It’s not only a beautiful marketing campaign with some really strong messages, but it’s an example of some careful and clever strategic thinking.
At the moment I am studying a postgraduate marketing unit as part of my quest to continue to fill my mind with knowledge, and despite my scepticism, I have really learnt a lot. Interestingly, something I have noticed along the way is many Jack in the box concepts and philosophies have resonance and relevance to some of the biggest companies in the world. A recent text book reading (author of which was the ever faithful Kotler and his marketing buddies) cemented that thought by talking about winning consumers’ hearts and minds, as the pathway to winning profits. It made me ponder how many companies truly have a distinction between winning hearts, minds and profits as part of their corporate objectives (or understand the difference).
When a word is described as a ‘generic’ term, it can no longer be registered or enforced as a trademark. It happens as brands or slogans become common place, and don’t differentiate any longer. The famous ugg boots case is a prime example – ‘ugg boots’ can no longer be ‘owned’ by anyone – it is a generic descriptive term for woollen boots. Another recent and interesting example is Apple, and the loss of the right to the iconic ‘i’ prefix.
I am amazed to hear friends and family with young children discuss the range of information and services available and easily accessible on the internet. For parents, especially women, the internet has become a research source, a source of connectivity, of reassurance, and of interaction. If a strange rash or a dodgy cough gets you worried – help is only a quick google search or forum post away. This online market is growing each day, and if parents are your target market, you need to jump on board!
There has been some interesting research of late investigating the role of children in influencing the purchase decisions of their families. Traditionally, marketers have assumed that parents control all family purchase decisions, but there is a lot of research that proves otherwise.