I’ve been working with a client in the elderly care business for a couple of months. Among other things we’ve been working on their online presence, e-marketing and product marketing.
What became clear is that they offer a great service for the elderly, but unless you know specifically what you’re looking for online you can’t find it. Like most businesses they have their own terms, points of reference and to an extent language. This wasn’t just my client, but research conducted showed that all their competitors didn’t seem aware that marketing to those without the industry lingo could be a real winner.
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A couple of months ago I was looking at getting a small businesses website working for them a bit better than it is at the moment. We looked at their competitors and it seemed that most of them used their sites as case studies for the work they’d done.
We did the obvious techie things, updated their CMS (WordPress for you guys who know these things), sorted out a custom skin, changed some of the templates accordingly for sensible URLs relating to their business. We hoped that this would lead to improvements to their ranking and make their site work better for them. But we could only do so much without specialist assistance.
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Just seen an advert on the TV for IBM and I must admit from an IT, business and marketing perspective they are very interesting.
They don’t seem to advertise any products, what they do show is that IBM in an innovator. Also they don’t tell me what they are selling, they just tell me what they’ve done.
I remember one a while ago that was a meeting discussing why their website was down, no one seemed to know why and it transpires that the senior lady chairing the meeting was the one responsible for making it work. Always made me wonder that one, who the devil was that advert aimed at? I can’t find it online anywhere, if someone has a link I’d be very interested.
This most recent one was about a hospital, again I’m not entirely sure that if I was responsible for building a hospital I’d be taking my ideas from an advert on prime time TV.
You may say that these adverts are about brand awareness. However without knowing already that IBM don’t make desktops and laptops these adverts would probably be lost on me. From my understanding they do a lot with integration of systems, so I dare say they’re advertising themselves as brand innovators and pioneers, but to be fair I’m not sure how much business I’d put their way with such a piecemeal and disjointed advertising strategy.