Currently viewing the category: "Digital Strategy"

No question that relationships in the commercial real estate industry are the key point of difference. Operationally, the challenges for REITs once the deal has been vetted, financed and acquired is revolves around leveraging communication technology to ensure that property data & inventory availability information to potential clients. NetScope provides a comprehensive technology services, across the digital communication channels & devices (web, mobile, social media, paid search, SEO & email) to ensure a Web presence consistent with their business strategy.

biomed1Clients like BioMed Realty Trust, Inc. continue to innovate their web presence. Recently, NetScope’s team had the opportunity to handle a brand update/web development project designed to emphasize the importance of relationships in BioMed’s go-to-market strategy.

In addition to the “must have” searchable property listings, BioMed took bmr youtube editadvantage of YouTube in providing video property overviews and senior management interviews. Once again, reinforcing the brand positioning.

GA Mobile Chart ExampleUnderstanding the importance of a comprehensive digital strategy, Biomed developed a mobile site as well. Interesting note and sign of the times, the mobile traffic increases continue to be a growing percentage of the overall site traffic visits.




NetScope is excited to be working with DivcoWest, a commercial REIT, real estate investment trust led by Stuart Schiff, CEO. DivcoWest’s strategy is acquisitions in key emerging US technology markets. Divco has acquired a sizable Silicon Valley portfolio. The portfolio’s tenants include Google, Apple, Huawei, NEC, Stryker and Fujitsu.

Providing space to the country’s top technology firms, it’s important that Divco maintains an innovative Web presence. NetScope is currently re-building Divco’s Web technology from the ground up. Efficient access to relevant real estate industry data, property data and investment information is critical.

devicesr-solutionsProviding an outstanding B2B customer experience for users that is efficient and consistent whether it be from a desktop, mobile smartphone or tablet device is a company responsive designpriority. Property look-up tools for clients and customers that are always on the go is critical, given the growth of usage by consumers. Mobile device access will be a key focus of the new web inventory availability functionality that will be enabled using responsive design technology.

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Agile Marketing: Adapting for a Complex Business Environment

Curated and edited from a post by Amy Bishop

……..for several years, the explosion of marketing technology has changed marketing strategy, business management and organizational culture.

8-9-2013 11-10-28 AM

Scott applies agile methodologies to the increasingly complex world of marketing and explains why marketing teams should consider adopting agile marketing processes.
5 Core Values of Agile Marketing Management

Individuals and interactions over processes and tools
Responding to change over following a plan
Remarkable customer experiences over formalized internal procedures
Testing and data over opinions and conventions
Many small experiments over a few large bets
Similarly, David Armano pointed this out several years ago by illustrating the differences between “conventional marketing” and “unconventional marketing.” David explained that unconventional marketing is focused on adapting to complexity — very much in the same way as agile development. You start with a little strategy. Then engage in iterative cycles of plan-design-launch-mesure that are executed tightly together. After several iterations, you step back to reflect on insights learned and patterns discovered to impact the development of the next little strategy.

Agile marketing methodologies work best in marketing that can be broken down into small, discrete components and strategies that can be delivered incrementally and adapted over a series of sprints. Be guaranteed, this won’t work in every case, but there are many situations and marketing programs that work great in an agile process.
Marketing Missions Ideal for Agile Marketing Management

Content Marketing
Social Media
Web Development
Search Engine Optimization [SEO]
Mobile Application Development
Marketing Automation
PPC Advertising
Landing Pages & Offers

Mobile Marketing Isn’t About Screens or Devices, It’s About Behavior
Too Many Brands Treat Mobile as a Giant Monolith, Yet There’s Huge Variety

Anna Bager
Curated by NetScope

Marketers can’t remember this often enough: Mobile is not one screen or two screens. Or three screens (smartphone, tablet, and e-reader). Or four (ultrabook). Or five (phablet). Or six (fill in the blank with whatever connected device consumers will be flocking to next.) Google Glass? The Apple iWatch? Mobile is a behavior. The only common thread uniting the vast and diverse mobile arena is that consumers are taking a connected device with them on the go.
Consumers move fluidly across devices and platforms, and brands must do the same with their messages — not just by making sure that a banner ad is on both Android and iOS operating systems, but by being present across a variety of devices and taking advantage of the powerful features each has to offer. When brands don’t seize mobile media in this way, they create confusion or disappointment, as users discover a gap between how they expect to interact with a brand and what the brand actually can do.

This mobile reality is very challenging to act upon. Until now, media have been defined largely by constraints of functionality and environment. Television is in the home. People sit back and watch its channels. All channels have programs, and programs have commercial pods. The PC web brings together sight, sound, motion and interactivity, but people largely interact with it sitting still at a table, moving just a mouse. When it comes to mobile, on the other hand, functionalities are varied and the environment unconfined.

This complexity disrupts paradigms that marketers and agencies have relied on for decades. What does it mean to create campaigns that cannot be designed for a specific screen and viewing environment, but for users on the go? How does this circumstance change the creative process and the final product? What’s the right balance between reach and device-centric innovations? How does this varied and shifting landscape complicate measurement?
Some of the most forward-thinking creatives and mobile leaders have begun to answer these questions, creating campaigns and products that demonstrate “liquid creativity,” mobile creative that flows like a liquid across devices and fits flexibly into the distinct opportunities each has available. IAB is featuring these people and their accomplishments at our June 18 session at the Cannes Lions International Festival of Creativity entitled “Liquid Creativity: Secrets of the Mobile Superstars.”

But instances of “liquid creativity” are rare. Too many brands are treating the mobile marketplace as a unified whole, relying on lowest-common-denominator creative execution, the 300×250 banner. It’s an often useful classic IAB Standard Ad Unit, but in this situation the temptation is to just re-use PC-web creative on phones and tablets, thus discarding powerful attributes of mobile, such as environmental awareness and intimate interactivity. This oversimplification is understandable: It saves money and increases audience size. But it compromises consumer engagement, brand-building potential and the value of mobile marketing itself. This practice begs the question: How much standardization is needed to make liquid creativity the norm, rather than the exception? What best practices can we define without stifling the creation of mobile marketing experiences that wow consumers?

Responsive design often comes up as an answer to liquid creativity. This is the idea that a web server can recognize the device in which it is supposed to render content, and make adjustments for qualities like screen size. But do we trust computers to make decisions about ad content? Do marketers still want to approve each permutation of an ad? Responsive design can disrupt long-held norms of digital advertising.

Another challenge posed by the liquidity of the mobile landscape and user behavior is measurement. In the PC world, attribution is already a challenge. Marketers grapple with figuring out, for example, if the search, video or display component was the catalyst for conversion. When you add in the many different types of mobile ads, the questions become even more complicated. Marketers would be best served with metrics that can cross platforms and apps. While we are making strides toward more measurability, this is a long-term goal.

Vast challenges face marketers who want to provide consumers with an array of robust experiences that capitalize on the capabilities of their most closely-held devices. Budget is often a barrier, but we need more marketers testing these waters. Flexibility is an 0pportunity. Marketers need to approach mobile not by device, but by their individual objectives.

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SEO 2013,  as Forrester Research put it recently at SMX, “If you want to wow the search engines, you have to wow your customers. Build a site that they want and can use.”

Here’s a simple truth: People like pretty things. Consumers’ penchant for good-looking images, websites, graphics and other media is largely responsible for the rise of visual content marketing: Infographics are one of the fastest rising content types and Brafton is constantly reporting on cross-web updates that reward companies for highly visual content (ie: the new News Feed). Visual media is great for users, but marketers who have always valued content for SEO may struggle to leverage images for search visibility.

In a recent Webmaster Central video, one site owner asked Matt Cutts about SEO value from visual content. The site owner pointed out rich graphics and images have given him a lower bounce rate, longer dwell time and more conversions. Even as a visual update to his site improved core success, he was concerned about reaching search audiences, asking:

“Will Google have an issue with the lack of textual content on the site?” – inquiring webmaster

The short answer from Matt Cutts is yes:

“Google does still want text.” – Matt Cutts

Still, Cutts recognized the user demand for images – and isn’t SEO about what’s good for users? He proposed two solutions.

1. Include text content around images. He referred to alt image titles as an example.

Your site might have more user interaction, time on site, conversions – all that stuff – because it’s prettier. We see that better design can help people use and enjoy your site more.

Depending on the type of graphic being used, Brafton also recommends adding accompanying or contextual text in the form of blogs that analyze or explain an infographic, captions that describe a photo, transcripts that let video viewers jump to the insight they most want, etc. (For more information on accompanying text for infographic strategies, check out our related white paper or review our video marketing guide for tips on the SEO side of video content.)

2. Make “really pretty text.” Cutts recommended Google web fonts as a resource for sites to find visually appealing options for text.

Cutts candidly explained that sites shouldn’t move to all images if they’re considering SEO: “At this point, I wouldn’t count on Google being able to do OCR (optical character recognition) of all the images on your site.” He suggested great website design through appealing fonts is a good middle ground for a site that is “pretty but still indexable.”

It may seem what’s good for users and what’s good for search are at odds if Google can’t crawl images. Still, marketers should consider that Cutts took the time to answer this query precisely because Google wants to find ways to reward sites that create good user experiences. His statement that Google can’t do OCR at this point may suggest the search engine is working to adapt its algorithms according to what’s good for users, instead of demanding marketers adapt their sites according to what’s simplest for Google.

Earlier this month at SMX, Cutts and Bing’s Duane Forrester agreed that user experience is increasingly important to SEO. As Forrester put it, “If you want to wow the search engines, you have to wow your customers. Build a site that they want and can use.”


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Did you know?

Google AdWords is rolling out enhanced campaigns to help businesses more simply and smartly manage your ad campaigns in today’s multi-device world.

Why enhanced campaigns?
… People are constantly connected and moving from one device to another to communicate, shop and stay entertained. In fact, a recent study of multi-device consumers found that 90% move sequentially between several screens to accomplish a task. There’s also a proliferation of new devices — PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, televisions, and more. And there are many more digital screens and devices to come, with the lines between them continuing to blur. For example, as devices converge, consumer behaviors on tablets and desktops are becoming very similar.

This creates great opportunities for businesses, but can also make marketing more complex and time-consuming.

With enhanced campaigns, instead of having to cobble together and compare several separate campaigns, reports and ad extensions to do this, the pizza restaurant can easily manage all of this in one single place. Enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns.

Enhanced campaigns will most certainly improve conversions (ROI) in a multi-screen world, although transitioning may involve some initial changes.

We borrowed this tagline from Honda, How Can We Help?

Unless its your job, you may find web marketing, search engine marketing and social media trends & strategies, well quite frankly, boring.   But as a marketing person you know you need to stay alert to any trends that you might consider valuable to your online strategy.  Don’t lose any sleep with endless Google searching, take a few minutes and read our monthly “eNews and Insights” providing all the web marketing industry updates you need.


For the last 15 years NetScope has continued to stay on top of  the latest digital marketing trends and how they may, (or) may not apply to you and your business.  Starting off 2012 is no different as we prep for the CES International convention in Las Vegas, Nevada this week.  NetScope will be attending the mobile apps showdown event where the latest in mobile applications will be presented to over 120,000 convention visitors, see the top 10 finalist .

NetScope will also be attending the Mashable Awards at the Mirage for presentations of the best digital campaigns from the biggest digital influences in technology.   Stay tuned for lots more as we hit the show floor Wednesday and Thursday this week.



Take a minute and enjoy NetScope’s team in our 15th annual interactive holiday card.  Make sure to also get your free 2011 Digital Insights = 2012 Opportunities downloadable PDF.