A few years ago a friend and occasional web designer told me there was no future the in web design business because it was becoming so easy for anyone to create their own sites. “The company receptionist will be knocking together websites in a few hours”, he said.

He was both right and wrong.

The advent of blogging templates such as Typepad, Blogger and other user-friendly platforms certainly have made it very easy and cheap to create a “site’ for anyone who wants one. And yes, my kids could probably build a reasonably good-looking site in a day if they put their minds to it.

Unfortunately, many business sites look exactly like the receptionist or the owner’s children did make them. On that count my friend was right.

The part he got wrong was that it meant the demise of the web design business. The fact that every man and his dog has or can build a basic site means there is more imperative than ever on creating not just a good site, but a great web strategy.

There is an enormous difference.

By the end of the 1990’s most businesses had a Web 1.0 website. They were basically glorified brochures and they cost a lot. Then in the mid 00’s Web 2.0 begin to emerge. Sites were more interactive, linking and sharing became de rigueur and the power of the Internet took on a whole new meaning amongst the smart online operators.

However, for much of the business world Web 1.0 sites are still being pumped out at an alarming rate. The boss realises he needs a website, or a new site, and then either the company IT person or contracted web designer dutifully bangs out a digital brochure. Build it and fill it with every detail about the company’s products or services and they will come.

No they won’t.

Your company doesn’t need a new website, it needs a great web strategy. Done well, businesses can derive an amazing number of benefits from its online presence. In fact, it’s arguable that you could build your entire marketing strategy around your web presence.

How? Let me explain.

You must immediately cease thinking of your online presence as a destination. That is merely part of its potential. A great web strategy allows you to find new customers, obtain information, broaden your geographic reach, streamline operations, improve customer relations, lower communication costs, generate PR and free publicity, look like an industry leader and…..have complete marketing measurability.

Find new customers
Excellent search engine optimisation (SEO) means that your site(s) will be found by more people who are making relevant searches around your industry. This can be as narrow or as broad as you desire. Whereas, most businesses are relying on potential customers to type in their URL or name in order to reach their site, good SEO delivers potential customers who are interested in what you have to offer but haven’t necessarily heard of you.

Obtain information
A proper web strategy can deliver a startling amount of invaluable information. Electronic newsletters can be tracked and measured in any number of ways. Site analytics can tell you wonderful information about who is visiting, what they are searching for and what they like on your site. Simple site prompts can have visitors leaving contact details.

Broaden geographic reach
This was part of the original promise of the Internet…..international businesses from the lounge room. Its still possible, but you must be realistic about the market you are trying to reach. Nonetheless, by concentrating on a niche rather than your broader industry you can become a leader in a much wider geographic market. Your online strategy can allow you to effectively network and market to that niche.

Streamline operations
The number of potential savings here can be staggering and too extensive to explain in one post. But needless to say, if your online presence is at the centre of your operations you can share information, market more efficiently, reduce travel costs, and complete projects in record time. This list goes on, as do the efficiencies.

Improve customer relations
When you start thinking of your online presence as an ongoing dialogue rather than an advertisement, you begin realising the potential to build goodwill amongst your people and customers. By creating an online resource for customers and potential customers you will have them visiting regularly and developing a better understanding of your services.

Lower communication costs
Spending a fortune on media and PR? The right web presence can reduce those costs quickly. If your search engine optimisation is right you will have a lot of relevant people visiting your site(s). If your site(s) are good you will have increased sales and enquiries. You can hit the right markets quickly and cost-effectively online and then measure the results immediately.

Generate PR
The PR industry is under serious threat from online. Why pay someone a fortune to send press releases to the media and hope for the best when you can reach the people you want with the right online communications? And then have those people extend your reach by linking and posting about your story! It can be so powerful. PR is short for public relations, and a good web strategy can be exceptionally effective for yours.

Free Publicity
The right web strategy can deliver free publicity in so many unexpected ways. Strike the right chord with your content and suddenly it can be spreading like a virus across the web. Mainstream media are now monitoring blogs and conversational sites for news, information and fresh perspectives. This can lead to interviews and profiles on TV, radio, press or even other online sites, raising your professional profile and credibility. Our own agency has benefited enormously from the free publicity our online presence has delivered.

Measurability
The Holy Grail for many marketers is measurability. So many forms of advertising and marketing see a lot of expenditure, which can be hard to measure in results. Online strategies can be measured in a number of ways and in amazing detail. Measure the traffic to your sites, the origin of the traffic, clicks through, search terms, electronic mailing hit rates and then, of course, sales. The level of sophisticated measurement can be staggering.

As you can see, your online presence has amazing potential. By changing your thinking from building a site as a destination to creating a total strategy, online can become the centrepiece of you marketing efforts.

If you’d like to know more about creating your ideal web strategy contact us here at Sticky.

According to Julian Cole: ”With Sticky Advertising having the minds of Media Hunter (Craig Wilson) and The Marketer (Gordon Whitehead) it would not be surprised if it was top dog in social media by 2010.”

Julian Cole and the team at Marketing Magazine saw a need for a filtering of the insightful marketing blogs from the total time wasters. While many marketers realize the power of blogs, they often don’t read them, simply because they don’t know where to find them.

“Blog’s excel at breaking news stories related to their industry, generating new marketing strategies or showcasing advice on marketing challenges. Believe it or not, blogs are now influencing the rest of your learning sources too.” says Julian.

The Top 50 Australian Marketing Pioneers Blogs is a ranking of the top media and marketing blogs in Australia, as developed by digital strategist and blogger, Julian Cole. Released quarterly in Marketing Magazine, the rankings are constructed using six different comparative scores out of 10.

1. Google Page Ranking (ranking from Google)
2. Technorati authority ( the number of unique blogs pointing to their blog)
3. Pioneer ranking (subjective score by Julian Cole, depending on how pioneering the content of the blog is)
4. Technorati blogs reactions (the number of times the blog is mentioned by others)
5. Alexa traffic rankings (ranking in terms of website), and
6. Bloglines (the number of subscriptions)

Maybe the most remarkable aspect of this interview is that it has been generated by community radio, not the mainstream media who still seem either oblivious or opposed to this next generation of media thinking.

Also on the interview is Josh Grace, head of Direct Marketing at Leo Burnett.

Its ‘look and feel’ is deliberately driven by content search-ability and showcases Dolphcom’s amazing collection of whale and dolphin video’s and images.

Sticky Advertising turned round this project in record time after Dolphcom was approached by the promoters of ‘Whale Dreamers’ an award-winning film to help them celebrate it’s release.

Dolphcom offered four lucky viewers of Channel 9’s Today Show a once in a lifetime opportunity to swim with the beautiful humpback whales in the warm waters of Tonga, one of only two places in the world where you can swim with the whales.

Almost immediately, Dolphcom’s search ranking has dramatically improved with search engines such as Google and Yahoo meeting one of our principle objectives.

Dolphcom is one of Australia’s most successful whale and dolphin adventure tour operators in Australia. Andrew Parker its CEO invites to visit his new site. Please leave comments or suggestions.

A recent survey by Next Digital has confirmed many of the digital trends felt by Australian marketers.

“The survey shows that digital media is seen as a significant opportunity for marketing strategists,” says Dr Michael Valos, chair of the Monash University Marketing Alumni Association. Dr Valos commissioned the 2008 Australian Digital Marketing Trends Survey in conjunction with Next Digital.
The number of organisations spending between 25 and 50 percent of their marketing budget on digital media will increase by more than 40 percent over the next five years.

While just 10 percent of organisations currently allocate comparable funds to digital marketing, the figure will rise to 51 percent in 2013.

The survey also found the percentage of organisations that will spend more than 50 percent of their marketing budget on digital media rising from 4 percent in 2007, to 19 percent in 2013, a substantial increase says Dr Valos.

“While some are already experimenting with it, I think we will see over time that organisations will start to replace traditional media for digital alternatives.”

The survey also found that social marketing and networking opportunities, such as Facebook, were vastly under-utilised.

“There really needs to be a widespread shift of marketing understanding as we enter the digital media age,” says Arthur Spanos, Next Digital managing director.

“In many circumstances, it’s a case of organisations not understanding digital media applications and how they can benefit their brand and engage their consumers.

“Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are other areas where organisations could significantly improve reach and exposure to their target audiences and drive substantially more traffic to their website,” says Mr Spanos.

The survey showed that while the majority of respondents utilising SEO and SEM found it to be very or extremely effective, over 20 percent of respondents did not use it at all.

“There’s no doubt that digital media is a growing market,” says Dr Valos. “However right now the riskiest approach for organisations would be to ignore it.”

Over 200 senior marketers from a diverse range of industries responded to the Australian Digital Marketing Trends Survey since it was launched online in May 2008.

There was a large Government representation with the majority of respondents coming from Government or Government Agency environments. A total of 50 percent of companies had between 100-499 employees, with significant annual turnovers recorded in 2007.

Next Digital is Australia’s largest full service digital marketing company, with offices in Melbourne, Sydney, Brisbane, Shanghai and Bangkok. The company intends to host the survey on an annual basis.

While phone books now prop up badly designed PC monitors, Google has become the default method for finding businesses and services. Its a phenomenon that has spawned several massive industries (SEO and SEM) and is the largest contributor to the enormous figures associated with online advertising.

As Sticky has evolved from a traditional media agency to a digital and social media agency we have become more fascinated and excited by the possibilities of Search Engine Optimisation. Eighteen months of research and testing has resulted in the development of an SEO approach that is remarkably effective.

How effective? Well this very website has been live for less than a month and already it ranks at the top or near the top of Google searches for every category we targeted. Most SEO ‘experts’ would tell you that result wouldn’t be possible for 3 to 4 months.

In fact, Sticky Advertising offers arguably the most effective Search Engine Optimisation (SEO) in Newcastle.

How can we make such a claim? The proof is in the actual search results. There are dozens of businesses claiming to offer SEO services in Newcastle and the Hunter, yet if you do a Google (Australia) search for ‘Search Engine Optimisation Newcastle’, Sticky is on the first page after less than a month. Not once, but twice. You would expect that this would be a very difficult search to rank well on, given the large number of experts vying for position on the first page.

The Sticky SEO System is designed to get results quickly in multiple search categories. It works best on sites we design ourselves, but can still be very effective on existing sites.

Our approach focuses on the 3 C’s:

• Code

• Content

• Connections

You must get the mix right and optimise all 3 aspects correctly to get the desired results.

Another strategy we employ is to load the first page of search results with a number of sites for the same business. In Sticky’s case we have up to 5 sites or links on the first page in certain searches.

We believe so strongly in the benefits of effective SEO, and our system in particular, that we now bundle it into all new websites we create. We refuse to create sites that are not fully optimised (and you might be pleasantly surprised by the price).

With Sticky’s search engine optimisation system now up and running and achieving great results, we have begun working on numerous client sites to similar effect.

If your business relies on traffic, enquiries and sales from your website, then you must rank on the first page of Google searches. Ideally in the first 5 spots. If your site isn’t there, you are losing sales.

If you’d like better search rankings, give us a call, or flick us an email. We can quickly and easily service SEO enquiries Australia-wide.

I couldn’t disagree more (a quick look at our agency show reel displays my appreciation for slogans and jingles). I think “cool” is to blame for the blandness of most campaigns today, and why few current campaigns will ever stack up against the legendary Australian campaigns of yesteryear such as “feel like a Tooheys”, “Meadow Lea, you oughta be congratulated”, “Woolworths, the fresh food people”, “Its time” for Gough Whitlam’s election campaign and “C’mon Aussie C’mon” for World Series Cricket. Mo & Jo would be shaking their heads in disbelief.

I still believe that well-conceived slogans attached to a memorable device, such as a jingle, are extremely effective and should be part of every marketing campaign. Recently I found an excellent article in AdAge (USA) extolling the virtues of the marketing slogan. It is wonderful advice:

Help Taglines Regain Lost Glory
Why Creating Strong Slogans Is a Marketer’s Most Important Job

By Steve Cone

What’s MIA in today’s marketing messages? Powerful taglines, or what I call “powerlines” — those words that are well-chosen and have the power to awe, inspire, motivate, alienate, subjugate and, in a marketing context, change the buying habits of consumers.

Taglines today are a forgotten part of marketing planning. When they are employed, they generally mean nothing or are relegated to small, unreadable type. Moreover, companies change taglines every year or two and sometimes within a given year. Nothing could be more harmful to your brand and your business.

Below are questions I am frequently asked about why creating powerful taglines is so essential and how to do it –as well as my answers.

Are there easy-to-remember general guidelines that can increase the chance of my company creating a compelling tagline that will stand the test of time?

Yes — four, to be exact. 1.) You are different; say so. Don’t use common words. 2.) Have real attitude; bypass wishy-washy phrases. 3.) Be everywhere, or you are nowhere. For a line to make a lasting impression, it must appear at all customer touch points and ideally be the headline of every marketing promotion. 4.) Yes, it’s an art. The best taglines come from individual flashes of inspiration.

Why are our brains so receptive to taglines, slogans and mottos?

The brain is wired to seek the unusual phrase that describes something it should be aware of. It ignores phrases that seem ordinary and unimportant. Sound and repetition of distinctive sound play a huge role in remembering a political or commercial slogan. Inflection, tempo and rhyme are the three major elements of sound that make the brain pay attention. The power of sound over sight never diminishes; if anything, it increases.

There is no shortage of marketing and advertising talent out there. So why do you think writing powerlines is a lost art?

There is a lot of raw talent, but the basic principles of effective marketing are not taught as thoroughly as they were in the ’50s through the ’80s. That is partly because ad agencies are being run by financial stars, not creative ones. All the great campaigns of yesteryear for cars, household products, cigarettes, soda, food items and financial services began with taglines that served as the epicenter for all promotional executions. The incredible power of a defining tagline for a product or service is undeniable, yet most senior marketing executives don’t insist on it. This is a huge mistake and the reason why so many campaigns fall flat and are not recognized, remembered or cared about.

We are bombarded by advertising on TV, radio, in newspapers and magazines, and online. How can a powerline do the heavy lifting and break through all the sensory overload?

The simple answer is that it must have personality and attitude. And it must be the central theme of every element of a marketing campaign. A good example is the tagline created a few years ago for Las Vegas. Practically every adult in America knows this tagline and can instantly repeat it if asked: “Las Vegas: What happens here stays here.” Folks might recite the line as “What happens in Vegas stays in Vegas,” but they remember the thought and the essence of the message.

Does the presidential candidate with the best slogan really win the race?

Every time. I have analyzed every election since 1840, and the best slogan has always carried the day. And when neither candidate has a strong slogan, nine times out of 10, it is a close election.

Why is it that Hollywood produces such great movie taglines?

Movies cost tens of millions to make, and they succeed or fail based on their popularity on opening weekend. To build anticipation and create pent-up demand for launch weekend, moviemakers have a huge stake in getting the public to see or hear a few words that define why they should drop everything and go see the newly released movie. That is why Hollywood executives seriously study and then approve the combination of words to use, and once selected, they make the tagline as big and bold as possible — just the opposite of what most other marketers do today.

Explain the critical importance of sound vs. the other four senses in creating a high-impact powerline.

Sound trumps sight by a wide margin in forcing the brain to remember something. Animals evolved by relying on sounds to learn from and be alarmed by. Taste and touch also are keen senses but are not factors in most advertising. When you think about it, all animals share a keen sense of hearing, taste and touch. But only humans write and read, and this “secondary” capability came a good million years after we first appeared as a species.

Why do you think a line delivered by a person or a character, such as Ronald McDonald or the Fandango Puppets, is so effective?

Humans respond best to other humans they recognize or to characters who are entertaining. You can’t build a relationship or relate to someone you don’t know or care about who is just a visual generality. Key word: attitude. We want to interact with others who have it — be they made-up or real people who identify who they are or play a character, such as Mr. Whipple or Dunkin’ Donuts’ Fred.

You’re a fan of jingles. Why? Are they right for all brands?

Short musical tunes with a unique signature are impossible to ignore. You can’t turn off hearing, but you can ignore what’s shown or spoken on TV if it’s just words being read. Even radio ads become merely background noise unless a special sound sequence is used. Musical sounds have motivated us to listen since the dawn of mankind and always will.

You say, “The more things change, the more taglines should not.” Don’t marketers need to keep their taglines fresh and relevant?

No. Their taglines should never change if they are a special promise or claim that a competitor cannot easily duplicate. What should be refreshed are the promotions done year after year that the taglines are headlining. That is the secret to effective marketing.

The internet and other media now allow for microtargeted advertising. Should advertisers still try to be all things to all people with a pithy catchphrase?

A tagline should, best case, be the advertiser’s unique selling proposition — the core benefit that comes from using the product or service. Every product or service has a target audience; that is the group you want to remember what you stand for and not what the 50 other competitors are trying to convey.

What are non-powerlines, and how do marketers avoid them?

About 98% of all taglines today have no power. They have no personality, attitude or unique claim or promise. Many are created by committee — always a dead-wrong approach. Some are crafted through extensive focus-group testing — also dead wrong. Powerful taglines are inspired phrases created by great copywriters who see clear and compelling brand promises and make them come to life to inspire, entertain and enlighten the rest of us.

Steve Cone’s Top 10 Taglines of All Time

1. “A Diamond is Forever” De Beers
2. “Come to Marlboro Country” Philip Morris
3. “The Pause That Refreshes” Coca-Cola
4. “Think Small” Volkswagen
5. “Just Do It” Nike
6. “You Deserve a Break Today” McDonald’s
7. “When It Absolutely, Positively Has to Be There Overnight” Federal Express
8. “When It Rains It Pours” Morton Salt
9. “M&M’s: Melts in Your Mouth, Not in Your Hands” Mars
10. “You Don’t Have to Be Jewish to Love Levy’s Rye Bread” Levy’s Baking

In order for your brand to stand out in all this clutter it needs to be RADICALLY DIFFERENT.

Officially the #FOM08 event was held in two parts: the conference session with live simulcast between Sydney and Silicon Valley, and the “Unconference” sessions allowing for debate and open forum conversation on various topics.

However, like last month’s PubCamp events in Sydney and Melbourne, there was a third aspect to the event that only half the attendees were aware of - the Twitter back channel and live commentary being conducted by many of the audience. For me, this was at least as informative and stimulating as the conference itself.

On stage, and in Silicon Valley, a series of insightful panels discussed various aspects around the future of media, including:

We are proud to launch a new direction for Sticky Advertising. A commitment to DIGITAL media. A commitment to offering DIFFERENT and highly innovative creative work.

Our new call-to-arms is DIGITAL + DIFFERENT .

We have embraced an exciting new website platform that provides unparalleled flexibility, adaptability and search-ability. It can offer your business wonderful new online marketing opportunities. The Sticky site is the first example of the platform and what it can do.

One of the biggest issues we have begun tackling is Search Engine Optimisation. So many websites have been poorly designed and do not perform well (or at all) in Google, Yahoo and other searches.

What is the point of a website that nobody sees?

We believe that your website shouldn’t just be a destination, but an active part of your marketing campaign. It should be introducing new customers to your business. That’s why we have developed a unique new Search Engine Optimisation (SEO) service to allow your site to be found easily and often. No need to pay for Adwords. No reason why you can’t be on the first page of all the relevant searches. Sticky has the tools to have your site performing better in online searches immediately.

In fact, we believe so strongly in the benefits of good SEO that we now bundle it into all new website designs. We refuse to create sites that aren’t fully optimised.

Finally, the DIFFERENT part. We are totally committed to creating advertising that really stands out from the clutter. Entertaining. BOLD. Left-field. We will do what it takes to give your marketing more impact. It might be a creative production or a creative use of media. Whatever it is, it won’t be bland.

Viva la (R)EVOLUTION,