DeveloperMedia, Author at DeveloperMedia

How to Use Brand Awareness to Reduce Developer Fear and Anxiety

Trust in Advertising One of the fundamental truths in any civilization is that trust is hard to build and easy to destroy. If you research the elements of trust, you will find sources covering a range of elements (approximately 3–9) that are mostly focused on building trust between individuals. But what about commercial trust—say between a solution provider and a developer? For this relationship, we propose the elements of reputation and longevity for consideration. The first element, reputation, means that products or people are inherently trusted because they have a reputation which reduces our anxiety and mitigates our fear. [...]

By DeveloperMedia|2022-09-27T12:21:41-04:00September 28th, 2022|Marketing to Developers|

Understanding Google’s Helpful Content Update

Attention: Marketers, Content Managers, Creators On August 28, 2022, Google began rolling out a “Helpful Content Update,” which is a new method they are using to evaluate content and the way web pages are ranked. Google is using this to improve results for searchers so they can find helpful, original content, as opposed to content which is posted for the sole purpose of ranking high in search results. The rollout will start out with English language web pages, and is expected to take two weeks to complete. This new update is intended to support Google users with more original [...]

By DeveloperMedia|2022-09-10T00:21:58-04:00September 15th, 2022|Content Marketing|

Funnel Logic – The Intersection of Advertising and Search

Advertising and Search Advertising and search should be viewed as complementary tactics which can be used to move your target customer from peripheral interest to purchase-ready. Using the Attention – Interest – Desire – Action (AIDA) funnel as a guide, we can see how both fit into the buyer’s journey. The AIDA funnel encapsulates a process; its steps are tunable filters designed to qualify and nurture. By customizing the four filters in the funnel for developers (as we have below), you can achieve your campaign goals and address the needs of your developer audience. Funnel Vision The function of [...]

By DeveloperMedia|2022-08-24T16:33:09-04:00September 14th, 2022|Content Marketing|

Make It Real – Brand Awareness and Developers

Who Cares? Why does anyone care about a brand? And what specifically about a brand would a developer care about? For an informed consumer, a brand equates to value. If we’re familiar or aware of a brand, then we can instantly position it in our minds by reputation, quality, price, and value. While quality remains the responsibility of the production arm of your organization, you (marketing) control the perception of your brand. You do this using tools like brand building, price, positioning, and communicating value to the consumer. Creating Brand Awareness Brand awareness sits at the intersection of creating [...]

By DeveloperMedia|2022-08-02T19:19:32-04:00August 24th, 2022|Content Marketing, Marketing to Developers|

Successful Brands and Their Advertising Strategy

Why Bother Advertising? Humans rely on repetition to learn, and successful advertising is all about frequency and repetition. Promoting your brand through advertising is a core function of marketing. Iconic brands like Apple, IBM, Nike, and Coca Cola earned their status by curating their brands through consistency and by maintaining a presence in front of their audience through advertising. Uber-icon brand status is achieved when the brand becomes genericized (think products like Kleenex, Xerox, and Coke). However, genericized status is not necessarily a good thing. What’s important to recognize is that advertising is necessary for the success of your [...]

By DeveloperMedia|2022-08-02T19:08:28-04:00August 10th, 2022|Content Marketing|

Five Considerations for Optimal Advertising Frequency

Introduction Advertising has its limits. Too little, and you may not get the attention of your developer audience and the results you expect. Too much, and you run the risk of oversaturation, and of irritating or alienating your developer audience. The key is finding the sweet spot where you raise a level of awareness, generate interest, create demand, and trigger an action. To illustrate the steps needed to make that happen, in this article, we’ll use a modified version of the famous AIDA (Attention, Interest, Desire, Action) funnel as a guide. Funnel Logic Getting From Point A to Point [...]

By DeveloperMedia|2022-07-25T11:46:13-04:00July 27th, 2022|Audience segmentation, Marketing to Developers, Research|

How to Create the Most Effective, Engaging, and Targeted Email/Eblast

Introduction Email remains an important and effective means of connecting with your audience. Email is so ubiquitous that constructing a promotional email may seem like a no-brainer. But if you’ve fallen into a rut and your latest emails have not generated the expected results, it may be time to review some email content creation fundamentals, and consider some alternatives to what you’ve been doing. Defining Your Audience Targeting developers? Which ones? Front-end, back-end, UX, UI? While your product may be applicable to all developers, perhaps there are incremental benefits to a subset of developers who can be micro-targeted with [...]

By DeveloperMedia|2022-07-06T11:07:31-04:00July 13th, 2022|Content Marketing|

Why You Still Need Email to Reach Your Developer Audience in a Social Media World

Social Media — All In? “Social media” has become an accepted term to describe a variety of communication forms over social networks. Initially, it had a positive connotation. But as the medium has evolved, so have its negative aspects. Social media will continue to evolve over time, but as of today, people tend to view certain categories of postings with a measure of skepticism, thanks to exaggerated claims and links to false information. The bottom line is that though social media is an effective form of communication, its associated pitfalls mean that care must be taken when selecting a [...]

By DeveloperMedia|2022-06-28T20:32:17-04:00June 29th, 2022|Marketing to Developers|

The Choice is Yours: Eblasts vs. Newsletters

Be Selective, Be Effective Both eblasts and newsletters are effective means of communicating with your developer community. Each of these tactics has positive and negative attributes which will impact your decision as to when to use them. Eblasts and newsletters are not mutually exclusive; both eblasts and newsletters can be integrated into your strategy and campaign plans. Before we compare the two, let’s review the definition of each: Eblasts Eblasts are dedicated advertising emails delivered directly to your subscribers’ inbox. Eblasts are often used to promote things like a specific time-sensitive offer, event, product launch, service, or campaign. They’re [...]

By DeveloperMedia|2022-06-10T02:24:20-04:00June 15th, 2022|Marketing to Developers|

The Essence of Email Marketing

Cutting Through the Clutter You may live with clutter in your house, garage, or cell phone (overwhelmed by notifications?), but the clutter that’s most concerning to marketers is the advertising clutter competing for the attention of the developer audience. How do we cut through the clutter? By rising above it. We rise above the clutter by offering solutions to their problems in a context which supports credibility. We create a connection with the developer that is built on trust — the essence of successful email marketing. Creating the Connection According to the Evans Data Corporation Developer Marketing Survey 2020, [...]

By DeveloperMedia|2022-05-09T20:33:57-04:00June 1st, 2022|Content Marketing|

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