The Loop
Stay in “The Loop” on developer marketing and industry trends with DeveloperMedia’s Blog.
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? [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
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 [...]