Good Brand Design Isn’t About What You “Like” – Awkward Marketing

Basing your brand design choices on your favorite color from childhood or how you decorate your house is kinda like a restaurant refusing only serving dishes its waiters like or dislike. “Oh, I’m sorry, ma’am! I can’t serve you the salmon because I just don’t like it.”

ABOUT THE SHOW: Awkward Marketing is a business comedy show, hosted by Rachael Kay Albers, blending fun size small business advice with storytelling and comedy, for entrepreneurs who want to create a meaningful presence online.

ABOUT THE HOST: Rachael Kay Albers is a marketer who hates marketing (of the sleazy variety, that is). She runs RKA ink, a web design and digital marketing studio for thought leaders and visionary entrepreneurs. Her secret sauce is helping small businesses stand out online WITHOUT selling their soul or playing the manipulation game. Originally from Chicago, Rachael founded RKA ink in 2009 while living and working as a “digital nomad,” setting up shop in Chiapas, Mexico and coding her way around the world (from Mexico to Germany to Kenya to Spain and back again.)

Today, Rachael is back outside the Windy City with her husband, daughter, two dogs, and a bunch of old computer cords they’re too afraid to throw away. When she’s not crafting beautiful, unforgettable brands for her clients, Rachael is available for speaking engagements and offers entertaining, energizing live workshops on marketing, branding, and small business. Learn more at https://www.rkaink.com/

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Digital marketing benefits businesses of all sizes by giving access to the mass market at an affordable price. Unlike TV or print advertising, it allows truly personalised marketing.

The main advantage of digital marketing is that a targeted audience can be reached in a cost-effective and measurable way. Other digital marketing advantages include increasing brand loyalty and driving online sales.

The benefits of digital marketing include:

Global reach – a website allows you to find new markets and trade globally for only a small investment.
Lower cost – a properly planned and effectively targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.
Trackable, measurable results – measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising. Web analytics can be set up to show you exactly how much money you make from each digital tactic.
Personalisation – if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.
Openness – by getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with.
Social currency – digital marketing lets you create engaging campaigns using different types of rich media content. On the internet these campaigns can gain social currency – being passed from user to user and becoming viral.
Improved conversion rates – if you have a website, then your customers are only ever a few clicks away from completing a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate.
Together, all of these aspects of digital marketing have the potential to add up to more sales.

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