What is the best way to showcase your brand? The landscape is extremely competitive as businesses have to take into account the latest innovation, technology and find the best fit for their brand. So what are the latest trends business owners should keep in mind?
Recent news of Nescafé moving its digital presence from its website to its Tumblr page has certainly stirred up some conversation around the importance of websites and digital presence overall. Is that a great move by Nescafé? The answer is not simple, so let’s break it down.
The grounds for Nescafé making this change was to grind out better relationships with a younger demographic, allowing fans to share images, videos, GIFs and other coffee-related content, uploaded by the Tumblr community. Tumblr is a great social platform and it has advantages for brands. Custom domain names are available, the platform is mobile optimised, it can be interlinked with Google Analytics and content gets indexed by search engines, which helps web traffic and SEO. If you take into account all of these factors and add that the platform is free, this is a pretty strong case for brands to consider using Tumblr.
Nescafé has taken a bold first step with Tumblr, introducing more dialogue into the brand-consumer relationship and connecting directly with its customers. It has given consumers the ability to act on their impulses and easily purchase items on the same page, without interrupting the experience. Content has been transformed from a tool to raise brand awareness or a reminder to pick up the product in-store, into a valuable sales channel. Switching over to Tumblr allows Nescafé to more easily collate all the positive mentions of its brand, and then push that out for further promotion or dispersal into other social networks like Facebook and Twitter.
Should brands follow Nescafé’s example?
It’s very early to tell what effect this has had for Nescafé. As digital marketing experts we see both pros and cons of this move.
One of the benefits of using Tumblr as the ‘home’ for the brand is that Social Media is a great way to increase conversation and engagement with fans. However, social media platforms should be seen as a complement to a website and not a direct replacement. There are limitations to social which are a necessary part of the user journey, the main ones being:
- Many Social Media platforms have bespoke functionality which can limit your offering; you are tied into whatever the platform offers rather than what you would like to create.
- Your target audience might not all be avid social media users or some people might not have social accounts. So if your audience is not on the platform, how can you reach them? There’s a risk that Nescafé’s older audience could be alienated by the move or may struggle with the functionality as Tumblr has less cut-through with people aged 35 plus.
- Although it is low cost, time must be invested in social media to make it successful. Research into the audience, updating with content as well as responding to users all takes time and cost, and social then starts to lose its value. Nescafé may also now struggle to frame some of its corporate story effectively only through Tumblr.
What is the value of a website?
A website is not just a marketing resource, it is a business tool. We already wrote about the importance of not only having a well optimised brand website, but also creating authentic brand content and voice. Good brand content allows you to put your best foot forward, give your consumers correct and reliable information, and compete strongly in search. The possibilities for websites are almost endless. With clever design, structure and vision, brands like Nescafe can create a home for the brand online with purpose. Here are a few points that highlight the benefits of having a website.
A company website is available to everyone in the world, 24 hours a day, 7 days a week, so it is important that it serves whatever purpose the brand and the user requires.
Visitors to a website are more likely to trust a brand who is knowledgeable about its products and services, the industry it operates in and the consumer base it has. There are many ways to do this, but we have highlighted three below.
Enhanced Product Pages
According to Ofcom (2014), 98% of adults use search engines and 93% rate them as their most important information source. And as Google is the dominant Search Engine in the UK, it is imperative that brands understand what helps websites rank well on this platform.
Google prioritises clear, detailed information through the Knowledge Graph and Answer Box, and therefore it is important that any brand makes sure their website has most visibility for these related terms.
Creating a content hub which is intrinsically relevant to the site’s target audience can attract users who are engaged with the subject and showcase the brand’s expertise in it.
Content is another channel for search, and as search engines become more about understanding the meaning behind a search, the more informative content will increase visibility. Evergreen content which will not date, can boost the authority of a site over time as more visitors engage with it.
Coca-Cola is a great example as the brand has an extremely well established website and Tumblr page, and both platforms have a specific purpose and content. The Tumblr blog emphasises creative and reactive content, and while the vast majority of posts include a Coke bottle, the blog still feels lightly branded. That’s because rather than repeatedly forcing the product, Coke instead makes it secondary to the core brand value of happiness.
In a previous article we already analysed Coca-Cola’s website that features a brilliant Heritage page. This area is dedicated to its world-famous advertising campaigns, this section is engaging, colourful, and emphatic about the long-standing quality of the brand. It does all this while also filling the page with relevant copy about the brand to satisfy Google algorithms and to do everything possible to ensure that Coca-Cola’s official pages will appear highly in the search rankings when searched for.
With technology advancing, data has become more important than ever. Whether it is by the consumer giving a brand’s information about themselves directly or indirectly, brands can now tailor their marketing down to a specific individual.
Analysis of products, pages and user experience can also give further insights into how a brand website can achieve more in the key areas in which it measures performance.
What should be considered when building a brand website?
There are so many options available these days for brands using both websites and social media, and there is no perfect formula for success. The biggest driving factor when it comes to finding the best platform is looking at what is best for your brand, and what is the best fit in the long run. Nescafé is taking a risk by removing the dot com platform to Tumblr and it will be interesting to see what the brand’s next step is.
What are your thoughts about this move? If you would like to discuss this with our experts and you’re a looking for technical advice for the future of your brand, don’t hesitate to contact us.
Did you enjoy this article? If so, check out our post about branded content that is a great starting point for your marketing strategy for the upcoming year: