Viral ads are getting harder to create

This BBC article about how ad agencies have had to change their campaigns over the last few years to encourage viral coverage is really interesting.

http://news.bbc.co.uk/1/hi/business/8280850.stm

From my online marketing point of view it is always hard to think up new ways of encouraging interaction with users, and I am only working on a very small scale. When you are trying to implement a national or even global campaign the push for innovation must be putting these agencies under great pressure.

As we are exposed to an ever increasing range of media our expectations grow, the ability to shock us gets harder and making something stick in our memory is near on impossible.

Cadbury's gorrilla and eyebrows campaigns have managed that, as have Compare the Market's meerkat. Any guesses which brand will manage it next?

Search engine optimisation (SEO). What is it and why should I spend money on it?

SEO is the practice of ensuring that the layout and content of a website work alongside your online marketing activities to earn a high ranking on search engines. The overall aim of SEO is to improve the quantity and quality of traffic to your website, resulting in an increase in brand awareness and/or commercial sales.
Search engine optimisation (SEO) is a phrase that any company or individual with a website should know all about. Companies of all sizes are spending money on it, often without really knowing where that money is going. An infinite budget will not guarantee you the top listing on Google; only by implementing some key techniques in-house or by employing a trusted SEO agency can you start to move up the rankings.


SEO essentials
It is important to know that there is no quick fix when it comes to SEO. Many aspects must be addressed to optimise online activities, including the following:

·         Site structure – well organised sites remove barriers for indexing

·         Relevant content – must include focused keywords

·         Link building – being listed on reputable websites and directories

·         Web 2.0 – includes Linkedin, YouTube, Twitter and blogs which build links and reinforce keywords

How to build Page Rank
Your ultimate goal is to convince the search engines that you have a valuable website full of up to date content, and that the content is relevant to the products or services you offer. This is partly achieved by focusing on a list of keywords that reflect the nature of your business, which should then be written into your site content throughout static pages, blog posts and image labeling. Any off-site online marketing activity such as the use of Web 2.0 websites Twitter and Facebook should be undertaken with these keywords in mind, as all online content relating to your website is counted by search engines when awarding a Page Rank.
Adding your site to web directories is important as search engines include these listings, along with keywords, when awarding a Page Rank. Some web directories, for example the Open Directory Project (www.dmoz.org) are also used by search engines as a basis for their database, providing the core data for many of the largest search engines and portals, most notably Google.
Does SEO apply in a B2B environment?
SEO has historically been a consumer-driven movement, with e-commerce and advertising driven businesses battling for first page listings in order to achieve high traffic levels and/or to attract users who will make a purchase instantly. The B2B online environment is different because you do not expect users, as potential clients to purchase a product or service on the spot. Your aim is to provide them with information that will convince them of your company’s reputation, and to build up your brand image. Despite differing priorities SEO remains important and relevant to B2B industries.
A greater understanding of the online environment can open up unique methods of communication in both B2B and B2C environments. Travelers, the US based insurer have created a YouTube sitewhich plays host to their unique television adverts. The aim was that these adverts would spread virally across the YouTube network. One video alone has attracted over 170,000 views which will have greatly aided their SEO efforts.
One example of a successful SEO campaign is ComparetheMarket.com. Their ComparetheMarket.com launched a SEO strategy that has driven their whole advertising campaign. The use of Aleksandr the meerkat has led to a series of television adverts, the creation of ComparetheMeerkat.com where you can actually compare meerkats, Aleksandr establishing his own Facebook fan base of over 500,000 users and even a petition to add the word ‘simples’ to the Oxford English Dictionary. It has given the brand a personality that consumers are able to relate to and interact with across many levels.


Choosing an SEO agency

It is important to enter into SEO for the right reasons. Understanding the basic processes behind SEO is essential in order to gain full advantage from this marketing tool and choose the agency most suited to you. The right agency should offer a bespoke service based on detailed analysis of current online activities, competitors and business environment.
Successful SEO strategies have already helped companies establish market leading websites by placing them at the forefront of emerging online trends. As technology continues to advance at a growing rate SEO can ensure your website has the strength to stand out.