A Bird’s Eye View: Marketing in the Year of the Rooster

tips for marketing your business in 2017

With 2017 designated as the Chinese calendar year of the rooster, you can expect good qualities to flourish since roosters are considered talented, hardworking and resourceful. Use these skills and fresh marketing tips to stay ahead of the competition this year.

Personalized Customer Experiences

There is a growing focus on customer experience during business to consumer interactions. One of the most important marketing tips is to show respect, appreciation and empathy toward your audience. By demonstrating the human element behind your brand, you can build loyalty and trust in the organization. This is accomplished by engaging in two-way communication across all platforms, especially on social media networks like Facebook and Twitter. Get an in-depth look at maintaining an effective Twitter presence.

Quality customer experience is also achieved through personalization of your brand. Adept businesses should strive for seamless integration of marketing that feels natural to the consumer. Prequalifying consumers through capturing data from sites visited by the consumer achieves this. The captured data is then used in targeted advertising, commonly known as retargeting. Consumers who are shown retargeted display ads are 70% more likely to convert (purchase) from that website.

Evolving Video Content

As technology advances in sophistication and accessibility to the masses, video content is becoming a primary method to receive news and entertainment. From 360 video offered by YouTube to live streaming made possible courtesy of Facebook Live, these tools can reach your target audience in new and exciting ways. And because many of the technologies are readily available via social media platforms, you can produce video content at a manageable price. Even augmented reality is possible through Facebook. Investing in video for your marketing campaign offers dynamic and engaging viewing for consumers. To achieve a professional look, it’s important to work with video production experts who can put your business in the best light, regardless of which video format you choose.

Video requires a certain set of rules to appeal to consumers and retain their attention.


  • Ensure videos are 30 to 60 seconds long, depending on the audience and platform.
  • Captions are a necessity since most people view videos on mute.
  • Videos must be responsive across multiple devices to ensure maximum accessibility.

Fitting your entire brand communication into a 30-second video is challenging. Enlisting the help of a video production company will ensure your message is condensed into a workable format — without losing key features of your brand. Learn more about this trend and how to influence your audience through online video.

Streamlined Media Buying

For media buying — both traditional and digital — there is an increasing focus on packaging items and actions into one buy, rather than parceling these out individually. This allows for streamlined purchasing. Although the process is more efficient, it still requires a qualified media buyer familiar with the terminology and prices to negotiate with your best interests in mind. Explore more reasons why you should leave media buying to the masters.

Because reach doesn’t necessarily equate to motivation, the success of media campaigns is tied to activation goals rather than metric goals as they used to be. This means campaigns should be looked at in terms of what actions were taken as a result of your campaign, instead of how many people were reached.

Shifting Search Engine Optimization

Of all the marketing tips to follow, search engine optimization (SEO) is one of the most critical because it continues to be the prime directive in getting content seen by consumers organically. The basic premise of SEO is to ensure your company is ranked highly on search engine result pages. Since 96% of all Google traffic goes to websites on the first results page, the goal is to be ranked highest.

As mobile use grows increasingly popular for consumers, Google will continue shifting to mobile-first programming for content. An experienced web developer can help you build a responsive website, creating ease of use and accessibility for consumers viewing on any device, especially mobile phones.

Machine learning is another growing trend in SEO. Machines, like Google’s Rank Brain, use complicated algorithms to learn how consumers search and what they’re searching for through intent, language, diversity and timeliness. (Language being the key word for SEO purposes because it includes keywords used in text.) To ensure your posts aren’t filtered out by machine learning systems, content-relevant keywords must be used. SEO specialists can work with you to find and input these valuable phrases in the best manner. Get a refresher on SEO terminology to jump-start this crucial strategy.

Emulate the rooster’s best qualities with our talented, hardworking and resourceful team. Appleton Creative is an award-winning, full-service Orlando marketing and advertising agency that works with local, national and international clients to deliver impressive ad campaigns, branding, print, web, public relations, social media and video services. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com

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