Todd Bailey |
Todd Bailey is Vice President of Digital Strategy at WebiMax, a leading SEO company with 500+ clients and 150+ employees as well as Lead Contributor at SEOservices.com
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Todd Bailey
has written 21 articles for WebKnowHow. |
View all articles by Todd Bailey... |
The elections are approaching. That means we'll be confronted with
loads of copy related to strategies, momentum, and trial-error
successes. A recent glance at the Wall Street Journal elicits news of
the 'GOP' trying to 'Woo Hispanics.' Obviously, particular parties
recognize the population is segmented into smaller cultures and sub
groups, just like brand consumers.
While many best-practice tips help brands leverage elements of online
marketing, a brand must hone in on particular target populations using
implementing the suggestions. Think of considering cultural differences
as somewhat of an online list broker. The latter group rents lists,
which have been scrubbed to target particular populations, whether
financially, gender, age, geographically, or otherwise targeted.
Implementing search engine optimization on a global scale warrants a
lot more consideration for brands, especially since the process is
calling for more social interaction and consumer-brand engagement.
Embarking on a full-blown ISEO campaign demands months of strategy
before an American-rooted-brand launch. The slow approach makes sense.
It's necessary to learn social norms first before endeavoring at
engagement.
However, what about American brands that market to 'American'
consumers? Sure, those born on American soil are considered its
citizens, but even in the 21stcentury, a lot of in-country cultural
segmentation exists. Enough segmentation to warrant the attention of
the presidential campaign; so, why wouldn't it warrant the attention of
your brand?
An interesting, near-recent example of this was showcased by the Manischewitz brand.
After 123 years of targeting a specific market, the brand decided to
broaden its branding horizons. Perhaps including or focusing on
particular subgroups is not an immediate concern for some; yet, it
deserves some thought.
Would you make a few tweaks here and there if you knew it would
afford your brand a new subgroup of followers and potential customers?
Some executives must think the notion sounds appealing. I perused the
Web site of a professional cohort earlier today. His blog explicitly
gives the option of reading in different languages. It got me thinking
about other forms of media, such as videos, infographics, and podcasts.
Would it be beneficial to offer forms of media in various language
formats as well? What other minor-to-major scaled modifications can be
performed to make particular subgroups feel more welcomed by brands? It
could be something as simple as taking notice of scholarship funds or
other charity organizations that target particular populations. For
instance, championing a particular cause could awaken particular group
sympathies and direct them to your brand's contribution in helping and
spreading awareness.
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