May 18, 2016

Direct Response vs Brand Advertising in today's digital age



Direct Response vs Brand Advertising in today's digital age

New studies suggest that direct response is trending upwards at the expense of brand advertising. Marketers appear to be responding to the trend across North America, where proudly sporting brands and logos has become a thing of the past. I remember when a Roots sweater and Adidas shell-toe shoes were on everyone's back-to-school shopping list. Apparently, those days are fading away as consumers’ decisions are increasingly based on social consciousness, or what the brand is doing for the greater good - and those same consumers love sharing their goodwill with their social circles. It’s a significant shift in attitude towards brands. If the shift is industry-wide, you might even wonder: is ad-blocking’s popularity a symptom of the slow dissolution of brand loyalty?

In any case, direct-response seems to be the way to weather the change.

Digital Advertising Trends 2016 Report: In a recent survey of Canadian senior marketers, numbers showed a trend away from brand-focused advertising messages

The Culture Vulture: 2015 Trends Report:The appetite for wearing big logos is waning.

A short terminology review:

Direct response advertising is designed to generate an instant response from the viewer. For digital advertising, the intended response might be a website visit to purchase or sign-up. Unlike brand advertising, the emphasis is on the immediate action. Anytime you see a button with “Find out more”, “Book now!”, or “Shop now!”, you’re looking at a direct-response ad. “See if you qualify!” And “Exclusive Offer” are common calls-to-action.

Direct-response, as you can see, has been around a long time… it's been used to sell everything from accordions to newsprint jackets - they're the NEW RAGE!

As for brand advertising, I think Elon Musk defines it well:

Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.- Elon Musk

Regardless of how or why brand advertising is falling away, the new preference for direct-response marketing means that agencies and advertisers will need the help of their ad tech to measure how consumers respond to a variety of calls to action, in order to optimize their strategy.

The difference between direct-response marketing now and back in the days of the newsprint jacket is that marketers today have to navigate multiple screens and advertising platforms. As a result, they also have the added challenge of staying focused on the original campaign objective, or risk being buried under a mountain of data. When you’re tracking performance, your campaign results increase in complexity as time goes on. This is especially true of programmatic campaigns. Marketers are challenged to stay focused, pivoting performance and audience data around their main goal. Thankfully, the main goal in a direct-response campaign is usually a fairly straight-forward conversion. Measurement of conversions cross-device and cross-channel is yet another hurdle, so support teams and APIs have also become part of the modern digital solution.

As we've seen over many generations, the weight-loss industry has message and urgency down to an art.

My feeling is that advertising is steadily becoming about the personal satisfaction consumers get from their brand commitments in the larger picture, and this is fueling the preference toward direct-response. After all, social media accounts are essentially showcases for personal brands, so with every buying decision, people are subconsciously asking themselves How can clicking on this ad elevate my brand? or What does supporting this product say about me (to my online network)?.

It’s easy to see how the new generation of savvy, bold consumers want more than just the allure of a brand name. These consumers know that their attention is valuable, and direct-response campaigns are a way to acknowledge that value. Just like the accordion sellers of yore, brands today can use creativity and boldness to build instant, meaningful connections with their markets – and perhaps they can even develop their own social consciousness at the same time.

Guest article by AdGear Technologies, Inc.


March 11, 2016

Thinking about Revamping your Digital Marketing? Try Social Media.

Internet Marketing has changed and improved so much over the past few years that companies and marketers must now rethink their entire marketing approach. Not so long ago, the whole definition of internet marketing could be summed up to basically place some paid ads here and there and then just hope someone would click on them, but those days are over. However, we're not trying to undermine the effectiveness of paid ads along the web, but there are several other variables to take into consideration, and we will focus on Social Media and some of its remarkable facts and stats.

Social Media Marketing is the hottest trend today, but as a newly discovered marketing tool, its dynamics are still a little tricky to understand. So it comes as no surprise that Social Media ads only represent about 14% of the total amount of digital ads around the globe, but this number is growing really fast.

Proof of it is that in 2015, the total investment made on social media ads surpassed the stunning mark of US$ 25.14 billion on a global scale. But what's really more impressive is the 63% growth expected by 2017, up to a total of US$ 41 billion. In Canada these numbers are nothing short of breath-taking as well, 2015 saw the expenditure of CA$ 563.4 million in 2015 and is expecting a CA$ 834.8 million total expenditure by 2017.


Dominant Market Players.

We have seen how important Social Media Marketing will be over the next few years, but where exactly should you, as marketers, focus your attention? It really will depend on your targeted (and retargeted) audience. But here are some numbers that will give you a heads-up.

One of the newest members in the whole online advertising game, Facebook is arguably also the most successful one. In 2015, the Menlo Park giant reported a US$ 17.08 billion total revenue from online ads. Sure, but how is that relevant to marketers and companies looking to invest in online ads?

Here's why: Desktop Facebook Ads have an 8.1x higher Click-Through Rate (CTR) than regular web ads, and on mobile it's 9.1x higher as well. That is remarkable, and it goes to show us that Facebook will provide our companies with so much more exposure than the rest of the Internet could.

The undisputed pioneer in this business, Twitter, is also a very strong contender. In 2015 alone, they reported a US$ 2.03 billion revenue in online ads, but what's more interesting about this number is where it came from. Mobile ads account for 86% of their total ad revenue, and it might have something to do with what Twitter does very well, engagement.

Promoted Tweets create a significantly higher engagement rate than the rest of online ads, and they do so by targeting highly specific audiences and providing them with content they would almost certainly be interested in. Other options to consider are Instagram, Youtube, and most recently, Snapchat.


Who Should Consider Social Media Marketing?

Honestly, everyone, and especially those companies which are offering products and/or services targeted to millennials. Fun fact, the freelancing working force is growing exponentially around the globe, and millennials are leading the charge in this pursuit for economic growth. Unsurprisingly, finance companies like CMC Markets who specialize in online trading are also investing heavily in Social Media Marketing.

These companies are empowering the new generation to take control over their lives by not only offering them their services as trading platforms, but also a financial independence ideal, and a wholly integrated environment to achieve just that. In such a globalized world like the one we're living in today, conventional marketing - while still very important - is rapidly losing ground to its more massive digital counterpart.

January 20, 2016

5 Ways to Use Social Media to Enhance your SEO

Are you integrating Social Media into your marketing efforts? Well, you should, because it has the power to increase your search engine ranking.

Until recently, Search Engine Optimization (SEO) and Social Media marketing were seen as Jan 18two separate fields. But, thanks to the many algorithm changes Google has gone through, nowadays SEO means more than just ranking well in Google. Of course, a good keyword strategy is still paramount, but search engine optimization isn’t just confined to Google or Bing. Social Media also plays a valuable role and, if done right, it can improve your search engine ranking.

Here’s how to improve your search engine ranking using Social Media.

  • SEO Means More Than Just On Page and Off Page Optimization

SEO means more than just ranking good in Google, and smart marketers know that. Due to the many algorithm changes, SEO has become more human-friendly. The number of keywords you shove into your website is not as relevant as it used to be, and Google cares more about connections and shares than it cares about keyword density.

SEO is a complex practice, integrating high-quality content from different platforms, such as Facebook, YouTube, Instagram and so on and so forth. According to recent data, Facebook has more than 1.44 billion monthly active users, Twitter has over 550 million accounts, and 72 hours of new video content are being added to YouTube every minute of the day. With numbers like these, it would be crazy to ignore Social Media’s power and influence on rankings.

  • Link-building Through Social Media

Building links used to be difficult and time-consuming – it involved contacting other webmasters and searching for links opportunities. Nowadays, social shares are the new link building method.

Here’s an example: imagine that you are a photographer, and you’ve started a new project. You share your new project on your Social Media platforms, maybe on Instagram and Twitter. Your post gets shared 30 times on Twitter, and it gets a couple of hundreds of Likes on Instagram. A big blogger comes across your post and decides to share it as well. Then, a major publication sees the blogger’s share and decides to write an article about your work, linking back to your website. The simple fact that you’ve shared your work on Social Media led to backlinks from authority sites.

But, here’s the twist – not every post you share will help you gain links from popular sites. To be able to build links, you will need to find and create valuable and informative content that people want to share.

  • A Growing Social Media Fan Base = More Search Query Volume

If you are looking for ways on how to improve your Google ranking, building a strong Social Media fan base can be a great start. With Social Media, you can reach potential customers, connect with them and build trust. It is a great way to increase brand awareness and to get more people interested in your brand.

When Google sees more and more people searching for your brand, it deduces that it is extremely popular and improves your search engine ranking.

  • You Can Boost Relevant Keywords Through Social Media

You don’t have to spend exorbitant amounts of money to improve your SEO. There are simpler, smarter things you can do. For example, here’s how to increase keyword ranking through Social Media.

You probably know already how important it is to have a killer keyword strategy to make a website rank higher. But, did you know that sharing these keywords throughout your Social Media platforms can improve your search ranking? Here’s how: when creating your Social Media profiles, make sure to add as much relevant information about your business as possible, such as the name, URL, bio, contact information and your primary keywords.

Using your keywords when you are posting content across Social Media is another great way to improve your keyword ranking.

  • Social Media Platforms Are Search Engines, Too

Nowadays, people don’t use just Google or Bing to look things up. Think about it, if you are looking for information about a brand, it is entirely possible you will be using Facebook’s search option and scroll through their posts to get an idea of how trustworthy the brand is. Furthermore, platforms like Twitter, Instagram, Pinterest and even Facebook use hashtags to monitor how many times a post is being shared, or a word is being looked up and so on.

As search engines become more and more human-friendly, and social media is becoming popular, a marketing strategy integrating the two of them is paramount. Both of them matter, and they can help you improve your search engine ranking.

Corey Jansen is from Executive SEO Inc a leader in search engine optimization corey@executiveseoinc

January 11, 2016

Internet Marketing in Everyday Life

For many people nowadays, Internet marketing has stopped to be just a kind of an abstract economic concept. To buy, to sell, to earn or to assist by means of the global net has become unavoidable. Practically, all business practices, and even businesses themselves are nothing without internet marketing, and qualified specialists who know how to utilize its means. Even if your company is very much a land-based establishment, online presence is a must if your want to at least survive.

Practically, all strategies, approaches, and notions of the usual marketing process are usable in the Internet business with the tools appropriate for the Internet marketing only. And boy, do online business has a number of tools at their disposal! Email marketing, SEO-promotion (using ranks determined by the search engines for providing more deals, better image of products or services or so), SMM, i.e. social media marketing (promotion with the help of social networking) are just some of them. It’s considered a great success if your brand is massively “liked”, “shared” or commented on social media. Do you remember a scene from a movie “Intern”, where employees of the company brought to everyone’s attention another awesome social media achievement? We do! A company founded by Anne Hathaway’s character Jules posted yet another photo on Instagram, and it got 2500 likes! Huge success in today’s Internet-driven world. Many people have redefined going to the mall, as the only reason why they still do that is to check out the product they saw in the online store, and see whether the product they’re interested in purchasing looks or functions just as good in reality as promised online. E-commerce has gotten everywhere, and some people even stopped visiting stores to see the goods with their own eyes, before buying them online. Buying something online is no longer an occasional thing people do; the stereotypes have been broken, shopping online is not so dangerous, and disappointing as it could have been just a few years ago. Nevertheless, one should still pay attention to viral advertising (i.e. when buyers share their opinions about a service/product with one another), and video promotions (i.e. videos on specific services like YouTube or Vimeo made specifically to describe the product or service).

Offers, capacities and relations of the commerce online

The Internet marketing has been transformed from an abstract economic notion into the fact of everyday life. Conversion rate (value determining the efficiency of website visitors) and ROI (return on investment) start attracting more attention of numerous Internet surfers. The functionality of the virtual market is brought into real economic relationships. These relationships can be characterized in the following ways:

  • Buyer ↔Seller. Person / organization intended to buy some products or order some services are in contact with person/organization selling some products or providing some services. This model of the market relations can be expressed by the pattern customer ↔ provider.
  • Employer ↔ Employee. Person/organization hiring someone with the aim of performing some tasks taking into consideration different types of employment. Nowadays these contacts can be sometimes expressed by the model customer ↔ provider. This phenomenon is conditioned by the development of factors like growing rates of self-employment and remote work, also freelance workers and different types of project jobs.

The most widespread agents of the commerce online are buyers and sellers. It is possible to characterize the relationships represented by both models as ones between buyers and sellers in the most general sense. The participants of both types of the Internet market contacts sell or buy the products or services. Various deals are possible to be made on the Internet. Clothes, shoes, devices, services of banking and software providing are available to anyone who have access to the Internet. Besides, it is enough easy to order the pieces of jewelry, furniture or instruments.

Booking, well, anything is at the Internet users wild disposal. The Internet capacities allow everyone to order the services of renovation, car tuning, content writing and so on. The global character of the internet helps people place various kinds of ads on other website sites, personal profiles and communities/groups on all possible social networks, forums etc. Using Internet access for watching videos or films, listening to music, communicating with people is no longer a phenomenon, it’s an undeniable part of everyone’s routine. Now, the only reason why a young person would buy a TV-set is to play X-Box, not watch television, duh!

Labor markets have lost any boundaries. Now, people can finally afford combining travelling with work, leaving in different countries for different periods of time because work no longer holds them down.

Internet Marketing Has Negative Aspects? Of course! FB L

What more can we say? Internet makes dreams happen. But where’s good, there’s definitely bad, and oh, there’s plenty of negativity that Internet has become an unintentional host of. Internet marketing, and its invasive tools did contribute to that as well, and greatly, because, people have yet another outlet for their garbage. Literally, and metaphorically. Thank God for Adblockers, and the fact that real stores still exist.

Stephany Sommers
My name is Stephany Sommers and I’m SEO-specialist and co-founder of I like to travel around the world and take part in volunteering programs.

January 03, 2016

Graphic Grades: How to Give Your Company Image an Update

Graphic Grades How to Give Your Company Image an Update
All brands need a facelift from time to time, and while some updates are minor, others can be more extensive. As a business looking to modernize and improve a look, paying attention to graphics is important. The most important thing to remember during transition is to highlight your mission clearly. 

Most companies have a logo of some kind, although some do not. For those that do not have an existing logo, this option might become a must. Moving forward with websites, social media platforms, and literature such as letterheads and business cards, your brand and company face should be visible and recognizable. Businesses with an existing logo should make changes to spruce it up. For example, integrating more color or changing shapes and fonts would add a zest to most any symbol. 

A spokesperson is a great way to connect with the consumer audience, as it puts a face to the brand. Ideally, a known local or national celebrity would be the first choice, because they already have name recognition. However, there is always the possibility to create a new personality or mascot. The former may come with a bigger expense than creating your own. 

Customized Work Uniforms
Uniforms are another opportunity to change the image of a brand. It could be something as simple as a t-shirt and slacks in the same color of black or khaki. This helps your employees look like part of a professional team. Consideration should be given for customized workwear as well, since they ensure color and fabric uniformity. This change has the added benefit of having a team building effect, and empowers employees as the brand’s front-line representative. 

Everyone loves a good jingle. The tune should be snappy, inspiring, and memorable. Get employees and customers in on the action by enlisting them to take part in its creation. A contest with a prize adds even more excitement that can infuse enthusiasm. Once the final jingle has been developed, it should be incorporated with all appropriate customer-facing interactions. 

Legacy Customer Incentive
Incentivize customers with a legacy discount such as free shipping or a specific discount on certain items. This has financial benefits to the company’s bottom line as well as the consumer’s wallet. In addition, businesses garner customer loyalty, brand awareness, and word of mouth referrals. Consumers receive instant savings along with encouragement to purchase and visit frequently to see the newest product or service. 

Gaining a market share and raising brand visibility are key components businesses need to focus on to say relevant. These tips can help position you to become industry leaders. As mentioned earlier some changes are minor, while others take more planning and investment. A caveat is to stay true to the core values of the brand.


Submitted by Brooke Chaplan 

December 21, 2015

Reasons why your business should invest in Search Engine Marketing (SEM)

SeoGoogle search the term “best chocolates in my country”, “best hotels in London” or anything that you want and then see the results. On an average, a search query displays over a million most relevant to irrelevant search results for the same query. The ranking in which these search results are displayed along with the side and top advertisements is not a fluke, but a Google algorithm called search engine optimization and search engine marketing. Some traditionally driven people think with the likes of new social media platforms and digital avenues, search engine marketing has failed. Whereas they do not know that the search engine marketing and optimization itself has evolved so much that it can directly contribute to the revenue generation of a particular business.

Therefore, investing in search engine marketing is an absolutely crucial element of your business decision and it is the one you should really take. Search Engine Marketing provides you an opportunity to register yourselves in the minds of the consumer just when they are actively looking for the products and services. You are not charged a single dollar if they do not take any action against your advertisement and this is what makes this marketing so relevant, cost efficient and with high returns on investment. Today’s guest post blog is going to talk about the reasons why your business should be investing in the search engine marketing today.

Tapping onto your target audience closely

Once you know the behavior of your target audience online, you can target them at a more intimidating and personal level. You can get your business the additional revenue and communicate messages to the consumer’s right at the moment when they are interested in knowing about what you have to offer. It allows you to register your name in their minds right when they are actively searching for you.

It is cost effective

For businesses who do not have large budgets flowing into their streams, search engine marketing provides an opportunity which is simply the best idea and solution for them. It is not only cost effective, but also provides guaranteed results. You are charged only when there is a certain action taken against your advertisement or a consumer sees through your add This helps you save wastage of cost which is very high on other mediums, like television where you cannot possibly measure or see for sure if people really remember or saw your communication messages and reacted to it.

Rise of mobile and digital advertising

Around the world, it has been noted and accepted that mobile and digital advertising is more and better consumed than traditional media. This is why such an avenue is very important for your business to operate with and get results.


Most of your competition will probably be already investing a good amount on search engine marketing. If you stay behind, you might lose out on potential consumers or an opportunity without even getting a chance to tap on to it. This is why having a strong presence with search engine marketing is important for your business.

Author Bio

Shelia Wilson is the author of this blog post. Shelia works as a consultant for businesses and she also blogs as a freelancer for the site online essay writing company for her clients and readers to get insights. You can also follow her at social networks like Twitter, Facebook and G+.

December 14, 2015

Marketing strategies for gambling sites

So you have a new gambling site and are looking for how to spread the word about it? In the past, you could simply start pay per click advertising with Google, but not anymore.

Search engines no longer allow gambling sites to advertise in the same way, so you need to find other ways to spread the word about your business. This piece takes a look at some of the things you can do to increase popularity.

  1. Engage in better search engine optimisation. There are many people searching for your services online. The search engines will only include your site in search results if you have used keywords correctly, in high value content.
  1. Create quality and sharable content that will add value to other sites. In exchange for the content, the sites will allow a text link to your site. This is a good way to increase link popularity. You need to carefully choose the texts and keywords used for each link though to ensure a balanced link profile. You can also increase your popularity by listing your site on business directories. Here are tips to get you started on business directory listings.
  1. Publish a blog on your site. There are lots of topics a gambling blog could cover. From general gambling news to specific sport related news, the possibilities are endless. A gambler that is searching for news on his favourite football team could run into news published on your blog in the search results. On clicking through, he will enjoy quality content and be introduced to your gambling services.
  1. Create a forum. A forum can be filled with keyword-rich user generated content which will bring in high value individuals from the search engines. People are constantly asking questions, from where to find PayPal bingo sites to which gambling site offers the best odds. During the early days of the forum, consider giving bonuses to encourage regular posting. An active forum is a gold mine for any business, and the gambling sector is no exception.
  1. Create a powerful social media presence. Social media is more dominant than ever. A social media page that is fun, valuable and useful to the public is a great way to market your business. It offers a platform to share links to your site content, promotions, special offers, etc. To create a gambling social media page that is fun and intriguing requires creativity. Your social media team must be able to come up with fresh and funny posts, videos, graphics and animations from time to time.
  1. Run affiliate programs. Many webmasters will gladly put up links and banners to your site if you offer decent paying affiliate programs. Google may not be accepting ads but there are many webmasters that are in total control of advertising on their pages. They will become affiliates if they see a good opportunity with your business. Take care to treat your affiliates exceptionally well to keep them motivated.
  1. Buy advertising space. This may be costly but you can buy advertising space on relevant websites that have the kind of visitors you are targeting. You need to research properly and analyse traffic to the site before paying to be sure you will get good value.

With these tips, you will be able to spread the word about your gambling site and improve your customer base over time.


December 10, 2015

Inbound Marketing Tips & Tricks to Grow Your Business

Growing your business takes many stages to complete and many more stages to constantly maintain. One of the biggest areas of growth for any business is the way that it is marketed, you see, a well marketed site can reach millions if not billions of potential new customers while a poorly marketed site will be hidden from view. Inbound Marketing Tips & Tricks to Grow Your Business

  1. Powerful Site Design

The sites design is key to success, and it is during this phase that first impressions really do make all the difference. A website that is built responsively (viewable and usable in both desktop and mobile screens) will allow the customer to complete transactions no matter where they are surfing. The next fundamental point to a sites design is that is generally has to look excellent to the eye, and this is where confidence levels play a central role because if the company looks like they can’t be bothered with their site then you instantly expect this with every other aspect of their business as well.

  1. Search Engine Optimization

SEO as it is shorted down to is another key part to website marketing, and its using the concept and methods that come with SEO that allow your website to challenge for top search positions in the likes of Google, for given keywords. SEO is an offline and online principle and covers a range of marketing aspects from tags, headings, link building, content and much more. Getting your site optimised by professionals like Inbound Marketing Phoenix is the best way to grow your business.

  1. Promote Your Site and Content

You have built a great looking site and your content team have been busy churning out the best articles for your industry, so what next? Now is the step of promoting and syndicating out that content to wider audiences so you can build up exposure, shares and visitors. This is where using Social Media platforms such as Twitter and Facebook work so well, and you don’t have to just syndicate it once either. Find different action points in the article and regularly push the content out making use of #hashtags and Twitter influencers.

  1. More Content, More Content, More Content is Key

Content has always been king and nowadays with the new Google algorithm changes on quality over quantity it really does mean more. The more quality guides, articles and posts that you can offer the increased chances you are giving your site to be found for long-tail keywords for your industry. However, the line here not to cross is to write content for content’s sake, you must have something that offers value to the user in some form.

  1. Measure and Monitor

Analytics packages such as Google’s should be a base part to your site and this will allow you to monitor your sites performance from a granular level. Whether it’s a certain page that’s not doing as well as you would have liked, or a certain keyword that could do with optimisations steps, this is your central hub to research, measure and monitor where you site grows.

  1. The Bottom Line

Some say getting a website built and hosted these days is the easy part, and with many site builders offering you just that with cheap hosting you can be a part of the Internet in minutes. The real challenges that separate you from the rest of the websites in your industry comes down to how well you market the site. Thinking creatively and outside of the box is fundamental to website success.

December 07, 2015

Popular Words as Coined and First Used by Authors [Infographic]

 Words are the building blocks of a language. To date, there are thousands of words that are used. Many of these words were created from scratch while there are words that were derived from old languages. Over the years, as words have developed, there arise new words that are coined and created by authors. Many of these words that originated from authors of different literary works are still used and part of the standard vocabulary today. Here are some of the widely used words coined by authors: - See more


Words invented  by famous authorssmall


Courtesy Aussiessay.

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