Emotions are the doorway to a customer’s wallet. This is why businesses invest heavily in making their establishments look good. It is why the marketing industry uses models to attract customer attention. Likewise, this idea is also the driving force behind the viral marketing practices some companies employ today. In fact, appealing to customer’s emotions is such a powerful marketing tactic that marketers have applied emotional design to practically every point of contact at least once in the past. This is why, as a point of contact, your website must also be designed to appeal to the emotions of your customers.
With the Internet being a major marketing tool today, businesses continue to look for different online strategies to expand their client reach and increase brand awareness. As 2014 rolls along, several trends are expected to influence and shape the landscape of online marketing. As explained in an article by Mashable:
Companies are increasingly using the Internet to market their services and boost their reputation through online content. Strategies like search engine optimization (SEO) and social media optimization (SMO) are currently being utilized by businesses and organizations to make it easier for their target audience to view their articles and social media pages. While both methods are proven to be useful in generating traffic and improving visibility on the Net, certain ethical rules are being implemented now to ensure that the content posted is credible and isn’t meant only to trick search engines into boosting the page’s rank. An article posted on the Practical ECommerce site further suggests ways for a company to capitalize on another internet marketing strategy: the pay per click marketing.
No company can resist the multitude of marketing and reputation-building opportunities offered by the Internet. Unfortunately, due to limited restrictions, the Internet can also be used to destroy reputation, given the cutthroat competition on the market. If not rivalry, the consumers’ freedom to post and comment about their opinion of a product or service may trigger status downfall. In an article written by Lauren Simonds for Time, the importance of online reputation management is explicitly discussed, including how businesses operating online can prevent small unnerving issues about them from being magnified, or reverse the impact of an existing issue.
The main goal of search engine optimization (SEO) is to improve a website’s rank in search engine results, but recent changes in the way these engines work encourage developers to create sites that truly suit their needs, as well as their consumers’. The Huffington Post has an article posted on February 13, 2014 that discusses several key aspects of SEO aside from online search rankings. The article stresses the following pointer:
A lot of so-called marketing experts love jumping the gun and proclaiming that SEO is dead. However, despite what these people say, SEO is still alive and thriving. In the hospitality industry in particular, one survey shows that more than half of the website revenue of survey participants came from direct referral from search engines, including organic and paid SEO.