I’m noticing a lot more innovation roles in larger organisations recently. It’s great to see companies investing in understanding technology and marketing trends to try to create a roadmap for prioritising and implementing innovative digital technologies for marketing applications.
If you’re involved in digital strategy, you’ll be constantly making judgements and doubtless arguing with colleagues about which innovations are most relevant to your organisation. Here are a couple of tools to help.
The Gartner Hype Cycle model for technology innovation
If you noticed significant changes to your organic traffic from Google through May this could be the result of a major algorithmic change in Google. It’s reputed to impact longer tail queries, i.e. less popular searches typically of 3+ keywords in the search keyphrase often related to specific product queries in commercial sites. But the analysis of my site later in this post suggests it affects shorter terms too.
I also recommend viewing this update from Google – they produce many videos for Webmaster Tools these days, but this is a must-watch for anyone involved in managing site traffic:
In the video, Google head of search quality, Matt Cutts notes that the Mayday update:
it impacts longer tail queries most
is a major algorithm change used to adjust ranking and doesn’t involve manual assessment of individual sites
is independent of the “Caffeine” update (the recent crawling/indexing update that also affects delivery of results)
was fully tested before rollout and will not be reverted
To coincide with the iPad launch on the 28th May in the UK, this is our review of the implications of the iPad for marketing into the future.
Although many commentators have criticised the iPad as an “inbetween” product which loses the portability benefits of Smart phones and the power of Netbooks, we believe it will be something of a game changer in the way we consume media and in providing new opportunities for marketing.
I coordinated the production of this guide for the cScape Customer Engagement Unit. It includes reviews and recommendations from 3 Smart Insights Expert commentators: Dan Barker, Dave Chaffey and myself.
iPad design techniques
.Net magazine August 2010 has a good tutorial and tips on iPad design. Here are a selection of their recommended links
Digital marketing strategy essentials are our weekly round-up of the best advice from Smart Insights and around the web focused on developing strategies to succeed online.
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Our recommendations on latest developments from week starting 30th August 2010
Commentary: Dave Chaffey presents a simple method of showing strategic integration and providing a one pager summary of your digital strategy.
Implication: If you feel that having a strategy is important to connect objectives with digital marketing tactics, then this model will help you do it efficiently and (more importantly) help you communicate it with others.
Commentary: More are realising that a strategic approach to content is becoming important. Content is moving from being among the final considerations of a Web-development project to being central to your digital-marketing strategy.
Implication: They key insight here is that the role of content has changed drastically from simple “web content” creation to recognising that content is social currency and is tied to marketing … » Read our full article
