Posts Tagged ‘advertising’

Good marketing has always been important to any business, but when you’re a start-up, your marketing and your brand can be the difference between success and failure.

To define it: your marketing is the process, means and materials you’re using to connect with your customers and the world to let them know you exist. Your brand is the visual representation of your company; it’s how people recognize that the product / location / advertisement they’re looking at is you and not a competitor. People tend to be more loyal to brands that represent their own values.

Start-up companies often make the mistake of assuming they don’t need to think about branding and marketing and that success is waiting to spill forward as soon as the doors are open and a “we’re open” sign is hung in the window. That’s not always the case.

Today’s online market is way more competitive because quality and loyalty to products and brands already on the market grow every day, and new start-ups are popping up in every conceivable market every minute.

In order to set yourself apart, you need to stand out. You also need to be able to quickly relate your message to your audience. Having a well designed logo, choice of colors, website that works on multiple devices, and written messaging that clearly states your style and mission goes a long way to letting customers know that you desire the same things in a product or service as they do and that you’re the company for them.

This can seem like a truly impossible task if you’ve never had experience with marketing!

Companies that have a strong recognizable brand, and that can continue to draw a crowd online and offline will be the ones who rise, and those who rely on simply being around or cling to an “old school” small audience appeal will quickly fade away.

 

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In an interesting article on Yahoo! Tech this afternoon, web founder (who helped develop the HTTP technology that runs the web) Tim Berners-Lee, spoke to a consortium in Madrid about online privacy. The discussion in question was a new piece of software that will allow ISPs to track demographics and deliver advertising to customers.  Quoting Berners-Lee: “The postman does not open my mail, the telephone company does not listen to my telephone conversations. Internet use is often more intimate than those things.”. Word.

It seems like a lot of broad-band technologies seem to be taking a more pro-active approach to their advertising. I mentioned earlier cable television networks plan to do the same thing- gather localized demographics about what you watch and use it to target advertising.

Y’know, so many services gather incomprehensible amounts of data about us wherever we go, the pessimist in me thinks this argument is just a drop in the bucket even from the Founder.

I read an article at Yahoo! Tech today that peaked my interest just a bit regarding Cable TV attempting to try “targeted advertising”. Targeted advertising is when advertisements are custom delivered to you based on a trend (like how Amazon knows what to suggest for you).

I’m not surprised to see TV taking on some of the ad facets that have shown success online. With the advent of TiVO / DVRs, there are a lot more ways to skip ads. Television advertising has been seeing a drop every since the popularity of mass distributed internet video and I’ve heard stats that some MTV microsites score more ad revenue than their spin-off channels.

It’ll be interesting to see how this works out. Looks like we’ll need to find another way to circumvent TV ads yet again.