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Marketing in the 21st Century

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Marketing in the 21st Century

DDA is your all-access pass to your audience's captive attention.

Marketing changes with every new generation of technology. The explosive growth in communications technology with the advent of personal computers and the internet has radically altered the means by which businesses and organizations connect with their audiences. As broadband has expanded and processing power increased, the immersive qualities of all forms of media have grown. With the ubiquity of smartphones and other internet-capable mobile devices, online multimedia can now be accessed by more people at more times and more places than ever before.

The challenge lies in making sure your message rises to the top of the ever-expanding online multimedia landscape. That’s where DDA comes in. Since its foundations in 1994, DDA has been at the forefront of the digital revolution. The efficiencies of digital video has allowed a greater number of organizations to capitalize on high quality, professional video production, and DDA was one of the first in the nation to make professional digital video affordable to even small businesses. DDA also pioneered the search engine marketing industry. Long before Google even existed, DDA developed advanced white-hat search engine optimization techniques that translated to high website rank, greater online traffic, and broader online audiences. DDA’s SureThing™ search engine marketing (SEM) package of continuous website improvement and refinement has been on offer since 1996, and it was recognized one of the top ten search engine marketing firms in the U.S. by Goldline Research in 2008.

Branding and Corporate Identity

Branding and corporate identity are at the core of all of DDA’s marketing endeavors. DDA has been instrumental in the foundation of many businesses’ and organizations’ brands and corporate identities, helping establish original logos, taglines, color schemes, and other branding guidelines as the foundation to numerous marketing efforts. While other advertising agencies capitalize on extended branding exercises that typically offer little value for the costs incurred, DDA establishes corporate identity within the context of broader marketing efforts. This approach keeps things efficient while focusing the messaging and aesthetics of the brand within completed pieces, establishing the effectiveness of the new corporate identity where it counts. From print pieces like direct mailers, postcards, brochures, sell sheets, and business cards, to trade ads, trade show displays, videos, websites, applications, and more, DDA has given its clients the branding tools to make their mark in the minds of their target audiences.

The challenge lies in making sure your message rises to the top of the ever-expanding online multimedia landscape. That’s where DDA comes in.

The Rise of Smartphones and Responsive Websites

The introduction of internet-ready smartphones and other mobile devices have put new demands on website designers. Over half of all internet searches in the past few years have come from small mobile devices. Google has responded by developing a separate search index served to smartphones and other small mobile devices. Websites that do not have a mobile-optimized presentation will be demerited in the rankings. Previously, the only way to ensure a strong mobile experience was to develop a secondary mobile website. This is costly and time-consuming, especially if content requires regular updating. Today there’s a better way.

Responsive website designs allow one website to work perfectly for users on all devices and all screen sizes. Responsive website designs automatically adjust the layout of menus and content based upon the window/screen size of their presentation to the end user. This allows companies and organizations to design and develop one website that will serve all end users, regardless of device, screen size, or browser. Initial design and development costs are sharply reduced compared to creating two websites, and additions and revisions to content are simplified as well. Crucially, responsive designs allow websites to be easy to use for desktop/laptop users, tablet users (often neglected in the past), and those on mobile devices, ensuring that you preserve rank on mobile searches and don’t miss any opportunities for new connections.

Responsive website designs allow one website to work perfectly for users on all devices and all screen sizes.

Search Engine Marketing Done Right

Search engines are smarter than ever. The era of keyword jamming has long been dead. Other duplicitous methods of search engine optimization, like content scraping, automated content generation, hidden texts, inappropriate link schemes, use of irrelevant keywords, and more, are all well understood by Google and other major search engines, and all hurt rank. The keys to organic search engine optimization now lie in producing keyword-rich content that users actually want: topically relevant, well organized within a logical hierarchy of topics in the site navigation, and full of original information. Additional website structuring done at the code level helps search engine crawl bots have greater clarity on the content of the website beyond the words, including other media like images and videos. These are the white-hat SEO techniques DDA has pioneered since 1996. DDA’s proprietary SureThing™ search engine optimization program, along with its methodical website design and development procedures, continue to evolve to keep pace with search engine’s increasing sophistication.

The keys to organic search engine optimization now lie in producing keyword-rich content that users actually want: topically relevant, well organized within a logical hierarchy of topics in the site navigation, and full of original information.

Pay-per-Click Internet Advertising

Google’s business is driven strongly by its AdWords pay-per-click (PPC) advertising. Today, Google’s PPC ads occupy a greater share of the top of displayed search results than ever before. Furthermore, many believe Google’s changing algorithms have been engineered to encourage more to adopt PPC ads in their search engine marketing strategy. Many of the core principles that apply to organic SEO also apply to PPC ads on Google and other search engines. DDA’s experience with careful cost/value analysis in keyword bidding helps ensure that the PPC campaigns it manages on behalf of clients deliver the ultimate value for each dollar. DDA writes engaging content for ads that target the chief concerns of the audience and inspire fresh clicks. DDA’s custom-designed landing pages focus on strong calls to action, with colorful visuals and clear messaging that translate ad clicks to user interactions, including contact information sharing, requests for calls and quotes, appointment scheduling, and sales.

Social Media Marketing

From YouTube, Twitter, Instagram, and Pinterest to LinkedIn, Facebook are more, social media captures a greater and greater portion of people’s attention with every passing year. Social media is a great way to keep your audience aware of new website content, changes to your business or organization, and promotions, and can also facilitate customer and client interactions that can provide valuable insight. Original content, including text (web pages, blogs), images, and videos, all help inspire interactions, and calls-to-action can get people clicking through to your website and/or making first contact. Furthermore, social media plays a role in search engine rankings. Websites that are shared the most on social media are considered more authoritative and therefore benefit from boosts in rank on the search engine results pages (SERPs). DDA helps businesses and organizations establish effective social media profiles and keep channels up to date with new content to help reach wider audiences.

Selling Online through eCommerce Websites

The internet has done more than simply expand the realm of communication avenues. It has provided the space for whole new marketplaces. Through eCommerce development, websites can become storefronts, selling products and services of all kinds with streamlined customer interactions that save both buyer and seller time and money and support profitable growth. The core SEO techniques that help websites become discovered become crucial avenues of eCommerce exposure. DDA has developed a variety of eCommerce websites that have helped businesses achieve greater market success.

The internet has done more than simply expand the realm of communication avenues. It has provided the space for whole new marketplaces.

Its extensive experience with the Magento eCommerce website development platform, including customization for improved user navigation and interaction and integration with enterprise resource planning (ERP) software, demonstrates the unique value DDA represents to businesses that seek strong online sales. DDA’s Magento websites increase efficiencies in sales, online marketing, and inventory management, making them effective hubs for future business growth. DDA has also developed customized eCommerce platforms using Shopify, in addition to designing its own custom eCommerce platforms to spec for clients from scratch.

Find out how DDA can help you command the attention of your target audience. Contact DDA today.