Marketing

GDPR: What Do You Need To Know About Data Protection?

As of the 25 May, cyber security becomes a big issue for UK businesses, especially those that work with analytics, online advertising, and social media. This is the date the new General Data Protection Regulation (GDPR) comes into force, and the date by which every business that holds “personal information” about customers and clients should have adequate security in place. (more…)

What does Facebook’s future look like?

Facebook has come a long way since its humble beginnings as a small, college-based networking site back in 2004. Now it boasts almost 2 billion monthly active users, and is crowned the most widely used social media site in the world. But what does the future hold for the social media giant?

Expect more from Instagram

A recent study suggested that Facebook video user engagement was dropping. So what’s Facebook’s solution? Pipe more attention their image-sharing platform Instagram, which grabs 92% of social media attention for brands. That’s a huge incentive for companies to either begin using Instagram for business or perfect their strategy.

In fact, it’s not just Instagram that will grow. WhatsApp, Messenger and Groups – all in the hundreds of millions of users – will see improvements, streamlining and technological make-overs.

Since you’re here, why not check out our top tips on using Instagram to enhance your online presence? (more…)

How to equip your marketing team with the ideal mix of digital skills

Think about any great story you’ve read. It usually follows a formula where the main characters have these outstanding attributes: the brains, the warrior, the mentor. These guys come together to complete a task as a team – a completely impossible feat if they didn’t have each other. To get seriously productive with your marketing, you need to organise your team in a similar way. How can you focus on your team’s skills, rather than just their job titles?

Recognise the digital marketing skill sets

E-commerce and marketing digital skills generally fall into four categories:

  • – Technical: specialised skills used for your marketing campaigns. These guys code and edit a website’s architecture for best SEO and PPC bidding.
  • – Strategic: employees who exploit technology to get the most efficient campaign performance. These will be your goal setters – take note of what they predict and what’s finally delivered!
  • – Creative: anytime you need to make something from nothing, you lean on your creatives. Copywriting, video editing and graphic design come under this term, and these skills are vital in your B2C and B2B campaigns.
  • – Support: computers, clients, technology – these team members keep things running smoothly.

Once identified, you need to proportion your skill sets throughout your team. As fun as having a team full of creatives would be in delivering the perfect tag line, without anybody strategic, you’ll have the world’s greatest unread marketing material. (more…)

discount vouchers & brand loyalty

The growth of ecommerce websites in the last decade has meant that brand loyalty is questioned and often refused by shoppers. Specifically, discount vouchers acting as an incentive can do more harm than good for your brand when a competitor is just a click away. In fact, organisations are wasting billions on loyalty programmes that don’t work like they used to.

One thing in particular can hurt ecommerce sites and brands – not seeing ‘add a discount voucher’ or ‘redeem code’ option until the checkout. Often when confronted with the possibility of discounts or money off, customers turn away from your site (just a few clicks away from purchasing!) and trawl the internet, again, for a better deal. So what can you do to stop this? (more…)

Don’t let marketing get in the way of CSR

Is Corporate Social Responsibility (CSR) getting too involved in marketing?

Tell your company’s story – not what you think people want to hear
Marketing is, in part, about telling your brand’s story – and this is where CSR tends to get muddled in with it. Think about the major players in the marketing world; they all have stories to fall back on. How many litres of water did Coca-Cola recycle last year? What emissions were saved by Toyota’s hybrid engines? Don’t know, because brands focus on a messages and solutions. Pit this against the responsibility to do the right thing: these are two separate messages entirely. (more…)

Customer Match – The basics

Somewhere, deep within your computer, there is going to be an email database of every person you have ever spoken to in terms of your business. People mostly use this list in their email marketing campaigns, to try and sell them services through automated emails. And if you have ever received one of these emails before, you’ve probably just deleted it straight away – email marketing doesn’t always work.

So, how amazing would it be if you could target your Google Ads to the people you have already communicated with? Without sending them millions and billions of automated emails in the hope of a collaboration? Well, now you can. Welcome to the magic of Customer Match.

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Google Adwords’ recent changes

Google Adwords is constantly changing. You could go away for a week and return to find the entire layout has changed, so you’ll have to work your way around it from the beginning all over again. An example of this is that on Friday 19th February Google effectively ‘killed off’ right side ads, and now only shows ads at the top and bottom of the SERP. Additionally, on February 23rd Google announced that the normal text ads on AdWords were gaining a better sibling – the expanded text ad. If you currently have no idea what I’m talking about, and you are now looking at your screen in confusion – do not worry, I will explain.

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The Current State of SEO

Over the last few years, a lot of things have changed in SEO. Because of these changes, both search engines and the searchers now have more expectations from your website than before. So, what do they expect from you now?

1. They expect good relevant content (no escaping quality content!)

2. They expect a faster loading site (your website takes more than 7 seconds to load? Talk to your developer now!)

3. They also expect great user experience and a decent design.

It’s often hard to live up to these expectations! All these things that you did in the past to rank your site, it may not work as well now.

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It’s time for remarketing – The traditional sales funnel is obsolete

Buyer behaviour has changed.  Consumers no longer act in a linear fashion. The traditional approach may not be dead, but it is outdated. Regardless of whether you operate a B2C or B2B business, your sales funnel needs to react and adapt to this change.

In the traditional model, the largest number of leads enters at the wide top of the funnel. As they are pulled through the linear sales process from one stage to the next, more and more leads drop out along the way until only a small portion actually make it to the bottom, narrow part of the funnel to become loyal customers.  In the traditional funnel, it is the salesperson who controls or guides the lead through the sales process, educating and qualifying the prospect along the way until the purchasing decision is finally made. (more…)