Audience Branding Consumer Journey Mapping Creative & Production Strategy & Positioning Website Development

I’m always baffled when I learn about marketers who don’t have a full understanding of their customers’ behaviors. To me, the customer’s journey is the first place marketers should turn when trying to analyze ways they can improve their business. From a theoretical perspective, understanding the journey helps the marketer understand the business itself. Oftentimes, marketers who instinctively look to the customer journey don’t have a specific name for it; at our Florida marketing agency, we think clarifying why customer’s take a certain journey is a huge step in growing a business.

Analyzing a customer journey offers an opportunity for marketers to learn about how awareness leads to a purchase or other action. Assessing the customer journey helps determine whether, for example, the client should spend more money on awareness efforts or should stick to optimizing a website.

[quote]The customer journey first involves looking at where people get most of their information about a company’s products or services.[/quote]Years ago, marketers could create conversions after connecting with a customer approximately seven times, typically though print or television advertising. However, because of the rise of social media, these various touches don’t always create as much impact, and now marketers suggest that it requires between 20-30 touch points to gain a new customer.

In the digital space, social media steers these touch points, driving the first step in the customer journey: awareness. Be it paid or owned social media, this is often the first line of contact. However, it can also come from paid or organic search. Understanding where customers are finding out about your product or service helps target your advertising efforts to where you’re more likely to drive traffic to your website.

Next comes consideration. This is where it becomes important for a marketer to convince a person that a product or service is right for them. This requires having a strong understanding of your target demographic, complete with user personas. Having a firm understanding of your target customer can help guide all brand decisions, and the results of these decisions should be able to push people into the next phase of the customer journey: intent.

While good UX should always be a strong consideration when building a website or virtual shopping cart, it’s most important in the intent phase. Think of’s shopping cart feature. Sometimes, people who drop off at this point may have intent to purchase, but forget or drop off for some other reason. This is where strategies such as ad retargeting can be helpful, reminding the user of their intent to purchase.

Citing Amazon again, think of “1-Click” ordering. A person can choose to purchase in a single click, making the user experience as flawless as possible… and giving people fewer chances to change their minds between the intent phase and the next phase: the purchase.

Finally, the customer will make a purchase, resulting in a sale for the business. However, this is not necessarily the end of the customer journey; some marketers link this back to advocacy, such as when a person writes a glowing product review or shares it with friends.

Understanding your customer’s journey can help marketers find ways to simplify the process by cutting out friction in the purchasing or conversion phases. For more information on ways to simplify the customer journey, contact our Florida marketing agency for a consultation.

Campaign Creation & Development Creative & Production Media & Analytics Media Analysis & Measurement Website Development

Each year as the crisp fall air starts to deepen into a winter chill, people across the country don their snow boots (or just boots for us Florida folks) and head out to Starbucks seeking the type of warmth that can only come from a seasonal Starbucks Christmas blend. The team at our Florida advertising agency loves these tastes – even when it’s still a balmy 70 degrees outside!

Starbucks’ Christmas coffees are insanely popular, and fanatics often endeavor to collect and sample these flavors year after year. The national coffee chain, which does very little advertising through conventional media such as TV advertising or print, managed to build this community through word-of-mouth – plus clever tactics that get people buzzing from more than just the caffeine in their tasty beverages.

For example, in 2011, Starbucks released an augmented reality mobile app tailored specifically to the Starbucks Christmas coffee experience. The reality app encouraged users to interact with their Starbucks-branded Christmas goodies, and offered them unique images and interactive graphics upon viewing.

How has Starbucks been able to so cleverly tap into the consumer psyche, causing positive associations between seasons and products?

We all know that holidays drive sales. But that’s only part of it. The other part is the authenticity of a company’s marketing efforts. Efforts geared towards seasons reflect life experience; and therefore, the most successful seasonal marketing efforts are ones that connect with the consumer’s emotions.

Beer marketers have known this for years, often releasing summer ales and winter lagers, made up of differing compounds to help correspond with the season. [quote]Rather than focusing on a one-off seasonal event, seasonal marketing becomes part of the company’s overall strategy.[/quote]

Therefore, a company’s “holiday” plan becomes a 365-day endeavor, with the most successful companies plotting their holiday strategies months in advance. Any company can do this by initiating a seasonal marketing calendar, and preparing for seasonal events months in advance.

For businesses that specialize in digital technology, it is easy to monitor website analytics to learn more about consumer’s habits through the seasons. Retooling the year-long marketing plan to conform with consumer tastes and spending habits can help marketers identify trends and capitalize on consumer actions.

Companies that rely on seasonal marketing efforts can stretch their efforts further by finding ways to piggyback off of seasonal campaigns. As discussed above, Starbucks keeps people coming back year after year with a line of limited edition items. However, other businesses can offer incentives for consumers to return after the holiday season, or can even start offering Valentine’s Day promotional materials just after the New Year.

Our Florida marketing agency wants you to remember that the important thing about seasonal marketing is its appeal to customers’ emotions. In particular, the holiday season is a time when families make happy memories, and therefore changes in the weather evoke feelings of happiness and adoration. By tapping into these emotions and consumer behaviors, marketers are better able to connect with their purchasers.

So, the next time you walk into Starbucks and smell the fresh-ground dark roast coffee with a kick of cinnamon in the air, look around, and you’ll find yourself surrounded by seasonal marketing at its best. Let our team help your company embrace the seasons and take your marketing efforts to the next level – contact us today!

Creative & Production Website Development

Meet Johnny. Johnny is a typical guy, and like most typical guys, he loves Chinese food. Johnny goes on Google to find a new place to order his favorite dish, Kung Pao chicken, and finds two Chinese restaurants with similar menus and prices. He clicks on the website for the first, and finds pixelated photos scanned in from the 1990s, alongside a nonfunctional design and numerous typos. He then clicks on the website for the second, and finds an easy to view menu, delectable photos of food that make his mouth water, and even an automated ordering feature. Which one do you think Johnny’s going to choose?

If Johnny doesn’t choose the second, then it’s because he’s nuts, and you probably shouldn’t take Johnny’s advice for anything, ever. Most people would choose the second, because a well-designed website speaks to a business’s credibility, attention to detail and emphasis on creating a superior customer experience. Website one offers none of that, and while the restaurant may still stay in business, it’s losing substantial potential income and new customers based on its owner’s refusal to put a few dollars into a rebranding and redesign of its website. The team at our Orlando advertising agency can attest to the fact that companies that invest in engaging and interactive websites see a high return on investment relative to their competitors.

A website says a lot about a company. It’s an online residence, so to say, where you house everything you believe in about your company. And, like any residence, you can choose to live in a run-down shack, or you can choose to live in an ultra-modern smart home with sleek design and all the fixings. Of course, one might cost you a bit more–but the team at our Florida marketing agency promises you that more people are going to want to visit you at your state-of-the art residence than in a virtual shantytown.

[quote]BIGEYE redesigned Arsenal Venture Partners’ website to serve as an informative and interactive platform for consumers. Check out how their business benefited from the new website design![/quote]

This analogy goes far in explaining why functional website design is essential for the success of your business. It’s your online identity, and for many people who find your business through search engines, it’s their first introduction to your business. And you only have one chance to make a first impression.

If that’s not enough reason to reconsider your website design, then also think about the role that SEO plays. Search engines send “spiders” out into the Internet to track down new websites. These spiders electronically pick up on keywords and phrases to help direct people to sites like yours when they key in words such as Johnny’s search terms: “Best Chinese food Orlando.” Optimizing your website to focus on these words is a good first step, but the spiders also rely on algorithms that look at headings, page location, abuse of keywords and lots of other things in order to make sure that your site is a valid match. The algorithms are constantly in flux, but the best-designed sites hone in on the key drivers to help search engines find their sites.

Does your online residence need some remodeling? Then let our Orlando advertising agency help you build and rebrand your website to help you drive people through SEO and ensure higher click-through rates once they find you. Contact our team of website design experts today!

Creative & Production Media & Analytics Paid Search Search Engine Optimization Website Development

The online advertising front has changed drastically in the past 5 years with new and developing platforms such as coupon deal sites, new blogs being born every day, e-commerce websites, Yelp, Google Adwords, etc. offering several advertising avenues. In this sea of the world wide web, it seems overwhelming to keep tabs on your competitors’ strategies and gauge their success rates.  Who are they advertising with? Did their latest advertising campaign perform that well? How big is their advertising budget?
Frankly, it would take the work of Sherlock Holmes to research and find every platform your competitors are using to reach out to customers. Well not to worry my dear Watson, there are some easy ways to track your competitors ad sensibilities and success rates without employing much more than your finger tips and a keyboard. Why, it’s almost elementary!

Below are three simple steps you can take to monitor your competition and learn from their mistakes and successes:

ONE: Sign up for a free beginner account with MixRank, a leading spy tool for text and display ads. Just enter your competitor’s website, a key advertising word/phrase associated with their company or product, or a major advertisers and publishers to begin. In seconds, you’ll have a list of your competitor’s top active ad links, a record of their ad reach, rates from the best performing ads, a link list of their ad publishers, and a listing of both text and display ads.

[quote]Tip: Take a look at both their text ads and display ad details. Knowing which type of ad and which ad design has been more successful can help you create more engaging advertising content and be one step ahead of your competition.[/quote]

TWO: Check out your competitor’s keywords and how often those specific words or phrases are being sought out by customers using GoogleAds Keyword Tool. For instance, we use a similar service when looking at our competition via a keyword search like: “Orlando marketing and ad agency.” You can see which keywords rank on the hierarchy and drive traffic results as well as the words may be viewed as negative or non applicable. We always discover more about what the customer is searching for and if our competition is incorporating these keywords in their advertising campaigns.

[quote]Tip: Use this competitor information to find out what keywords you should be incorporating in your ad and website content to help boost your chances of customers finding you first. [/quote]

THREE: Become the 007 of advertising and join SpyFu. This web service offers a host of benefits and “spyware” to compare domains, discover new keywords, find the best ad copy and check the quality and success of your own advertising campaigns. You’ll have access to top ads, domain-level numbers, and gain some insight on their SEO traffic and Adwords budget just by typing in your competitor’s company name or keywords.

Tip: Stay ahead of the game and check out which publishers are boosting the success rates of their ads. These statistics can help guide you when choosing the right publishers to advertise with and give you a higher return on your advertising investment.

Our Florida advertising agency hopes you have found these tips useful for your business. To learn how BIGEYE can help you track your competitors and make the most out of your digital campaign, click here to Think BIG!

Creative & Production Media & Analytics Search Engine Optimization Website Development

SEO stands for Search Engine Optimization. In other words, this is how you get your name to the top of the list. Not just any list, but the list, the one people rely on for quality solutions to their everyday problems. Now, who doesn’t want that? With search engines such as Google driving as much as 80% of todays Internet traffic, SEO is essential to setting your website within the view of potential visitors. But before we get into some details of SEO, let’s talk about search engines.

Search Engines.

Search engines perform two major functions. They crawl the Internet and provide answers. In the crawling, or mapping, process, the search engine explores billions, yes billions, of pages and creates references. Relevant content is stored within databases, patiently waiting to be recalled upon for future searches. When the search engine provides answers, results are displayed based upon relevance and importance.  These dimensions are measured by complex algorithms, which ultimately determine the ranking of websites.

Think popularity.

Contrary to what most of us are taught, popularity, at least in this case, is everything. Popularity equates to importance. The search engine assumes that the more popular the website, the more valuable the information; a method that has proven to be quite successful.

Design & Development

There are several elements to keep in mind when optimizing a website. Primarily, there is content. Containing HTML text on the page enables search engines to read through and index the information. Want to see what the search engine sees? Google’s Cache, SEO-browser and MozBar are some helpful tools to let you do just that.

Then there is the link structure. Search engines navigate pages through the most available pathway, often traveling through links. It’s important to remember to properly link the pages of your website. Otherwise, the search engine will not recognize any of the pages left out, regardless of its relevance and importance.

Keywords are another element of SEO. The results of a search are based on the words entered within the search box, including their spelling, punctuation, and even capitalization. When a word is entered in the box, the search engine finds a relevant database, ranks the documents and then returns a list of results; a pretty big job for less than a second of work. One of the best ways to optimize pages is to include key words in the titles, text and meta data of a website. More specific key words increase the chance of ranking higher. This is due to the fact that more specific key words provide less competition. Search engine optimization can also be improved with the adjustment of other elements such as title tags, meta tags, URL structure, duplicate content and rich snippets.

As a Florida advertising agency, BIGEYE practices and encourages SEO. Everyday, people are using search engines to navigate their way through the Internet. This an opportunity to make your website and your business more accessible to the visitor. When an individual types a query into their search box and the name of your business appears near the top of the first page, there is an intangible quality about it. There’s that comforting sense of reassurance that your business is the right one. For a more in depth look into search engine optimization, check out this informative tutorial provided by SEOmoz or learn how to build the perfectly optimized page.

Ready to get in touch with a team of digital strategists to help you navigate the in’s and out’s of search engine optimization? Contact us today to get started!

Creative & Production Media & Analytics Website Development

One of the harder parts about development is the workflow. There’s no one right way to do it. What works for one person or team may not be efficient for you. For this reason it’s not something that is widely taught. You generally have to find your own way of doing things.
Today we’re talking about adding git into your workflow. If you already aren’t using version control and developing locally, you need to start now. You’ve probably been told time and time again, but seriously stop it. Don’t wait until something terrible happens before you change. There are plenty of resources (Like try github), which make it easy to learn.

Once you’re actually using git, how do we deploy sites?

If you are working on a server that you do not have ssh access or git isn’t installed, you may want to look into solutions like git ftp and git tower. These programs make it easy to use git and take care of pushing changes live. If you do have the appropriate access, you can look into a workflow like the one that net tuts has put out. It’s a nice solution, but there’s a simpler way to do it without the use of GitHub (read: free).

General idea of what we’re doing:

Because we can only push to a bare repo, we need to create two repos on our server. The first, our hub, will be our bare repo. A bare repo is one without a working tree, i.e., it contains none of your working files. We will push to this repo, and on a hook, have our production repo pull from the hub. Our production repo, which we will name prime, will contain our live production code.

Setting up the server

The first thing we need to do is get onto our server. Find out your SSH settings from your host and open up the command line:

$ ssh -p 22

“–p 22” defines which port you are connecting to. If your host is not using a custom port for SSH connections, you can leave this part off. Entering our our password everytime we connect to our server costs time, so it is a good idea set up an SSH key. I will not go into that here, but a quick google search will give you instructions on how to set this up.

Creating our repos

We are going to navigate to the root of our server and create a folder named git to hold our hub repo:

$ cd
$ mkdir git
$ cd git
$ git init –-bare

Now let’s create our production “prime” repo. In our case this is going to be in the public_html directory.

$ cd ~/public_html
$ git init

Simple enough. We also need to add the hub repo as a remote:

$ git remote add hub ~/git


Creating our hooks

First, we’re going to create our hook that will run when we push to the hub. Let’s move into our hooks folder and edit our hook.

$ cd ~/git/hooks
$ nano post-update.sample

Now paste this into the file above the exec command. If you don’t want to use the command line, you can always FTP to the file and change it there. When you push to the hub, this script will navigate to our prime repo and pull the changes from the hub.

echo "**** Pulling changes into Prime"
cd ~/public_html
unset GIT_DIR
git pull hub master

Get out of nano, and rename our hook file to activate it.

$ mv post-update.sample post-update


Getting our local repo ready

If you haven’t already done so, set up the local repo. On your local machine:

$ cd /your_project_directory
$ git init
$ git add .
$ git commit –m "Our first commit"

Alternatively, if your site is already live we can clone our live repo. On the server:

$ cd ~/public_html
$ git add .
$ git commit -m "Our first commit"
$ git push hub master

On the local machine:

$ cd /your_project_directory
$ git clone ssh://

Again, the “:22” is for custom ports and is optional.

Now let’s add our remotes.

$ git remote add hub ssh://
$ git remote add production ssh://

Everything is set up-Let’s push to the server.
Now that we have the set up out of the way, it’s easy sailing from here on out.

$ git push hub master

On no, the live files have been edited!

We don’t get a one line command to fix this, but it’s still fairly easy.
On your web server:

$ cd ~/public_html
$ git add .
$ git commit –m "Live files were edited"

from local:

$ git pull prime master

Have questions? Contact us and we’ll help you figure it out!

Audience Creative & Production Website Development

With its very recent, very public and very pricey Facebook acquisition, the mobile photo maven coined Instagram has caught the eye of both big and small marketers, business builders and brands, worldwide. What started in 2010, as a seemingly small point, shoot and post application, has grown up to fulfill the visual needs of today’s tech-savvy social networkers.
So, what is Instagram? It’s Insta-awesome! At least we think it is. Instagram allows its 80 million+ users to broadcast their lives visually, vividly and artistically… FOR FREE! With some help from your mobile camera phone and a little photo-finishing, even the most mundane Monday morning office view can be brought into brilliance. Just point, click and share. Its simplicity is inarguable and to be quite honest, it really does make you feel like a pro photo pundit. Its features are few in number, but completely satisfy the bell & whistle requirement to keep this app usable, interesting and easy. Fun filters can turn an average afternoon walk into the embodiment of Ansel Adams. Unfortunate lacks in light can be brightened with a button-swipe. Even the most crowded images can be clarified using blur effects for extra depth of field. New office space? Share images showcasing the exotic interiors of your favorite Florida Advertising Agency and its mapped location, using a Geo-tag. Then invite them to come and see it for themselves. Most of all, Instagram images can be instantly shared with other users. Comment and “Like” capabilities allow for easy user interaction within the application. You can even choose to send your mobile image magic to your Facebook, Twitter or Tumblr feeds with ease.  Toss in #hashtag and search ability, and you’ve got a brand building brainchild that rivals marketing perfection.

How exactly can your business benefit from this billion dollar baby? By reaching your audience at their most personal levels, paying attention to their daily interactions with your products, listening to what they say (using pictures) about your brand or the business you’re in, and reacting accordingly. Still confused?

Let’s say you’re a new business, involved in wholesale. You’re small, but offer great prices to compete with the monsters you model after like BJ’s and Sam’s Club. You’ve recently launched your supercharged and supercool looking website, optimized for greatness, but there’s one problem… It’s been 2 weeks and nothing. Not one hit. So you pull up your Instagram account, slide to search and see what your industry giants are up to these days. “#Costco” Search and BOOM! Long lines and bustling buyers populate the images before you. They’re slammed! And they’re giving away free memberships for the next month! How this detail could have slipped by you is of major concern, but now you know exactly what you need to do. Within a week, your free membership offer is rolled out and the promise of premium and personalized customer service that only a small shop can offer is still on your side. Your big savings coupled with brand names and the same free membership the big guys are dealing makes you a force to be considered in the market. Now, you’re on your way!

[quote]Just as important as it is to pay attention to your audience on Instagram, is the equal importance of knowing how to utilize it effectively to push your story into the palms of your audience’s hands.[/quote] You’ve done your research and noted the trends. You’ve even found some unusual ways in which the market puts your product to use. Now what? If a picture truly is worth a thousand words, then this is your chance to TELL YOUR ENTIRE STORY! Imaginatively and strategically, you can populate your market’s minds with images of your brand. Build your web-persona using eye-catching close-ups. Share memorable moments from your most recent events. Entice new audiences to check out your next event. Host a photo contest, urging users to hashtag your business, bringing even more views to your profile. Start a trend centered on your brand! It’s easier than you think if you have a few willing friends or coworkers and some out-of-the-box photo opps. Opening an Instagram account for your business is like opening the curtains for a sneak peek behind the scenes. Users can have the coveted opportunity to see who and what makes you tick. Showcase employees having fun at work. Make it known just how awesome it is to be in the business you’re in. Post your favorite photos to your Facebook page and tweet your tinyurl off with links to each photo capture.

Above all, be genuine. They will know if you’re full of Photoshop.

Any of this sound insta-interesting? Enter the era of new marketing and contact an Orlando Marketing Agency that’s well-versed in the ways of the web. Integrate the social networks with your digital marketing strategy and see how much farther your reach will go.

Conversion Optimization Copywriting Creative & Production Media & Analytics Paid Search Search Engine Optimization Website Development

The use of keywords will directly determine the amount of traffic your website and business earns from search engines. Utilizing a Florida advertising agency that understands the principles of a search engine will help solidify a business’ traffic. In June news was announced regarding the frequency US online users use search engines, which an Orlando advertising agency wants to share with you. The study was conducted by AYTM and showed that many companies undervalue search engines and just how important they are to internet users. Roughly 63.5% of users will go to a search engine every day they are on the internet. Furthermore, only 2.5% of those polled stated they never use a search engine.
Orlando Advertising Agency on Mainstream Keywords

The research suggests that any Florida advertising agency working with local companies needs to focus on keywords consumers will be able to pick up in a search engine. The Orlando advertising agency can offer a review of a business website to determine where keywords might be lacking in directing traffic to a website from a search engine. Searching mainstream keywords nets millions of sites. An advertising agency helping your local business will utilize main keywords with niche words to produce the proper SEO effect on your site.

Florida SEO Company Utilizes Local Keyword Phrases

To be effective websites need to use a location with mainstream keywords. Using Florida advertising agency shows the company is located in the state of Florida. Using a keyword phrase Orlando advertising agency narrows the location even more. A company can find more consumers by specifying the area they operate in. As an example, a law office would need to be state specific, sometimes city specific to help a consumer thus location with a keyword phrase is important.


Creative & Production Website Development

On June 8th and 9th, I attended the Front End Design Conference in St. Petersberg, Florida. It was a two-day event for web designers and programmers covering the front-end side of web development and design. The first day featured a line-up of seven speakers, who discussed various topics including the future of shapes, fonts, and colors, to more technical topics like CSS preprocessors and CSS/JS tricks and techniques. My favorite had to be Dave Rupert’s hilarious “Getting’ Flexy with Uncle Dave” talk.
One of the great things about this conference is the community. The conference is a small one, which makes it much more personal and intimate. It also gives you many chances to talk to the speakers and the community in general. It was great to be able to meet so many new people as there are a lot of passionate and smart people in the community. Not all of it was serious though. The Github After Party was a lot of fun and I got my first taste of chocolate covered bacon (which I later successfully recreated). This was my first conference I’ve attended, and I had a blast!

Written by Michael Hurwitz, BIGEYE Web Developer

Curious about other conferences we have attended? Find out here!

Creative & Production Website Development

Responsive web design – a term related to the concept of creating a website in a way that helps the design respond to different devices that access it, changing with the users screen resolution.
Put simply – the layout of a website changes according to the size of the screen it’s being viewed on.

Think fluid, content being automatically adjusted.

So, rather than designing multiple sites for different-sized devices, the design is desktop-compatible but is also optimized for Smartphones and tablets. The reason for using this web design technique is to make sure that it works with the different screen resolutions while still looking crisp and clear – It designs one site but specifies how it should appear on varied devices.

The importance of this technique is emerging fast – The future of the Internet will rely, primarily, on mobile devices (tablets, Smartphones, portable consoles) rather than basic desktops and laptops.

The Basics:

There are three essential elements involved in this method – flexible grid, HTML structure and media queries. The main element, flexible grid, is supposed to get you to stop thinking in “fixed” pixels. Now, screen resolutions need to have a liquid layout for the best solution, compared to the old fixed width style.

Having a liquid layout means that the elements of the page are resized and somewhat rearrange. What flexible grid does for this is make the elements of the site proportioned in relation to one another when either stretched or contracted.

Next is the HTML structure, which is basically how you’re design is set up and if it’s done in a logical manner.

Last is the trick for responsive design – media queries. This element supports all the same media but has many new media feature including max-width, device-width, orientation and color. You also specify media type – screen, for example.

There are three aspects to consider using this method of web design.

  1. Regardless of the screen size, you need to always make sure that the key information remains visible.
  2. The text must be easy to read whether you have one column or three.
  3. Other than the resize, the site must have thoughtful organization and is easy to navigate.

Is this the best option for you?

Three things to consider when deciding: context, content and your current situation.

If your website is responsive, it will display the same content to both small and large screens, the only thing that will change is the formatting. So, consider what your goal is for mobile users and whether or not to show different content to them.

A big consideration when developing mobile websites is speed. Mobile users are often using slow or weak Internet signals compared to desktops, and are a little slower in general. So, it’s necessary to avoid using any unnecessary content and stick to including just the key content.

The last thing to consider is your current situation. For example, ask yourself how satisfied you are with your current website, how’s your budget and how valuable your mobile visitors are. Re-designing an existing website will be much more expensive than creating one from scratch.

So now it’s time to ask yourself: “To go responsive, or not?”

Our web design is pretty stinkin’ impressive. Head over to our Website & App Development page to see what else we offer.