Online Strategies
All I Really Need to Know I Learned Marketing Luxury
by Kassie Kemp on 08/24/2009 at 12:59 pm in Brand Ownership, Online Strategies, Within Range
Luxury brands really do have it all. They have prestige, glamour, and style. They’re every girl’s dream, right?
In the world of online, luxury brands often get a reputation as late adopters. Here goes the stereotype: They were cautious to launch ecommerce websites. Then, they were cautious to market them and let everyone know the site [...]
Facebook Updates from the Lofty Lap of Luxury
by Megan Leedy on 07/20/2009 at 1:44 pm in Conferences, Market Research & Data, Online Strategies, Performance Marketing, Social Media
I went to Luxury Interactive in New York last month, and there was one question no one could agree on. Should luxury brands participate in social media? Luxury retailers are hesitant to get involved in the social space because it is a platform for 2-way communication with consumers—the type of marketing luxury brands typically shy away from. Social media is a playground for spreading unfiltered and opinionated information by uneducated consumers across the web, and this lack of control is the top turn-off for luxury marketers. And really, can you blame them?
Full StoryThe Long Tail: Not Just for Paid Search Anymore!
by Herndon Hasty on 06/25/2009 at 3:45 pm in Online Strategies, SEO, SEO Best Practices
I started my life in search engine marketing on the paid side of the search equation. With ROI being at the bottom line of every decision made from keyword selection, match type strategies, campaign organization and, of course, bidding, amassing wins using long tail keywords was one of my favorite approaches. Good paid practitioners are constantly fighting to find ways to get those one or two keywords that drive huge traffic a little more efficient, but there’s really nothing like coming in to see a line like this in the previous day’s results.
Full StoryTraveling Locally
by Blake Suggs on 06/24/2009 at 4:05 pm in Local Search, Online Strategies, Paid Local Search, Performance Marketing
RANGE does quite a bit of work with a variety of hospitality brands, and one of the most common outcries we hear is for help with local search. Now, I know a few years ago, all anyone seemed to talk about was local, but in recent years the buzz seems to have died down considerably [...]
Full StoryLuxury Digitally Defined
by Andrea Wilson on 06/12/2009 at 2:28 pm in Brand Management, Online Strategies, PPC, Performance Marketing
Luxury retailers/brands should cater their major initiatives to ‘refinement of living, indulgence, enjoyments of comforts and pleasures’. As such, shouldn’t the online experience be as comforting and pleasurable as the product itself? Doesn’t it make sense that a buying a luxury brand’s product should be easier and more enjoyable than a buying a discount product from a mass retailer or discounter? So why is it so difficult to even find the luxury official website?
Full StoryNew Age Perspective
by Clint Utley on 06/05/2009 at 2:09 pm in Comparison Shopping Engines, Feeds, Online Strategies
Who is where? Attempting to generalize and classify online user behavior has been a favorite pastime of marketers since day one and why not? You need to know who you are targeting and where to find them. Different demographics provide valuable information and they can be studied and analyzed in order to find the bulk of your client base. One of the most significant factors for determining online behavior is age. Chances are a business’ products won’t provide the same service for a grandmother as they will her grandchild. As such, age stratification is a practical tool to use for finding your audience. Focusing on a consumer’s age when choosing social networks on which to place ads and shopping engines to offer your products is a vital tactic for growing your business.
Full StoryIt’s Beginning to Look a Lot Like Christmas
by Herndon Hasty on 05/29/2009 at 2:48 pm in Online Strategies, SEO, SEO Best Practices
Getting winded trying to keep up with Google’s latest and greatest offerings? Well, don’t take your Nikes off just yet. Google recently announced a slate of updates and new developments, including ways to make your search results prettier and a new emphasis on fresh content. For those who’ve been encouraging clients to add microformats to their pages, you should feel a little vindicated, because these should be right up your alley. If that’s not enough, MSN also announced that they’re updating and rebranding Live Search, naming the concept Bing (previously known as Kumo) and gearing it towards behavioral search. If it works like they say it will, then we’ll have something to celebrate before July 4.
Full StoryRange Online Media: Plays Well With Others
by Blake Suggs on 04/29/2009 at 5:18 pm in Online Strategies, PPC, SEO
One of our travel clients recently signed on with us to do SEO. Now keep in mind that this particular client has a very well-established brand and secure market position, so we were going to have to bring EXTRA big value to the table. Our task from the outset was clear: take SEO and “integrate” it with all other site initiatives to give our client the biggest bang for their buck.
Full StoryOn Bluebonnets & Branding
by Herndon Hasty on 04/24/2009 at 2:35 pm in Online Strategies, SEO
While it’s tougher to get shoppers to buy than before, the bar for being able to reach customers and to put your brand in front of new faces is lower than ever. Finding ways to make the most of your branding opportunities and ways to reach new customers through targeted and low-cost methods online – especially through SEO and paid search programs – will not only help you to find new customers to take the place of those that aren’t buying right now, but will help establish your brand in the minds of consumers at a time when everyone else is pulling back their efforts to do so.
Full StoryA Tree-Hugger Sells Out
by Sarah Engel on 04/22/2009 at 12:04 pm in Commentary, Online Strategies, Performance Marketing, Social Media
From Disney’s release of “Earth,” to the new Honda Insight (hybrid) television commercials to the 27 Earth Day related emails in my personal inbox, it is quite clear that April 22 is officially on marketer’s radars. If you have been living under a rock or, say, reading a book instead of consuming mass media, you may be the only one to not know that “green is the new black.” And as eco-friendliness becomes en vogue, marketers are finding ways to over-commercialize and beat all of the meaning out of the celebration, just like Valentine’s Day and Mother’s Day before it.
Full Story