Raincastle's Web Design & Marketing Blog

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Posted by Paul Regensburg on Sep 9, 2014 8:00:00 AM

Why B2B Branding Works - And Why It's More Important Than Ever

If you buy the wrong brand of peanut butter, you can always buy another brand when you finish the jar. The wrong trio of underwear, you might be out $14.99, but buy the wrong computer software or hardware solution for your business and you have a major problem. Brands matter in the B2B world, sometimes more than B2C. A strong brand means the perception of reduced risk and makes doing business — whatever the business — easier. As with B2C, buyers of B2B products value vendors' reputation because it makes the purchase decision safer.

In fact, a Forbes survey found that B-to-B purchasing decision-makers consider the brand as a central rather than a marginal element of a supplier’s value proposition.  Their survey found that decision-makers say the brand is almost as important as the efforts of sales teams in encouraging them to make out a purchase order.

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Tags: technology / B2B / brand / brand positioning
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Posted by Paul Regensburg on Jan 6, 2014 10:00:00 AM

Seeking A Higher Algorithm

I've never been one to announce my New Year's resolutions, but this year is different. This year I resolve to abolish the whole idea of New Year's Resolution in favor of "Seeking a Higher Algorithm." Let's face it, there is an algorithm for everybody and everything, making us all increasingly predictable. As a marketer I am a contributor to this revolution via the data-driven marketing practice known as "Personalization." In this week's Sunday Business section of The New York Times, I was reminded of personalization that targets... me, which I have to admit I found a little irksome.

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Tags: marketing / technology / content marketing
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Posted by Paul Regensburg on Jan 22, 2013 4:34:00 PM

Three Cases of Websites Using Modern Design Techniques

As visual storytellers, we are always looking out for exciting new online tools and techniques to build strong digital brands. Up until fairly recently, for the most part, websites have guided users down the navigational path using the “page paradigm.” On a typical site, one is met with a top navigation, and dropdown menus that when clicked transport you to an internal page that has the limited content predefined by the information architecture. This has been fine overall and we’ve built and continue to build many successful websites using this approach.

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Tags: web development / technology / web design / brand messaging / responsive design
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Aug 17, 2012 11:31:00 AM

How to Best Market Your Tech Product (or Service)

Leading technology companies today face one undeniable marketing fact that many other industries can conveniently ignore for the time being: in order to highlight your technology as the best in the field, you must have a substantial online marketing presence.

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Tags: marketing / technology / lead generation / Internet marketing / social media / content creation / Facebook / Twitter / new business development
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Jun 27, 2012 9:50:00 AM

Diving Into Responsive Design: What are the main challenges?

Back in January, I wrote a post on getting started with responsive design, including basic design factors and aspects, current examples, and questions to consider. Responsive design is the process of developing your website so that the site can re-format and re-size itself according to the user’s screen resolution. For example, this allows you to design your website in a four-column layout for desktop resolution that will, once it senses a change in screen resolution, change its layout to accommodate the user.

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Tags: web development / technology / web design / information architecture / responsive design
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