All posts by Expert commentator

This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.

How to measure your Trade Show Marketing return on investment

Do you know the return on investment of your last radio marketing campaign? How about print media? While it’s easy to track the profitability of your marketing efforts online, accurately tracking your offline marketing ROI is tough. With the right tools and techniques, measuring your trade show ROI is simple Nowhere is this truer than at trade shows. Although many businesses are fully aware that their trade show marketing is profitable, we recently surveyed businesses and marketing managers and found that almost 50% don’t measure the ROI of their trade show activity. Although it’s more difficult to track trade show ROI than it is to measure the ROI of a display advertising or social media marketing campaign, it’s still very possible with the right tools, techniques and metrics.

4 steps to measure your ROI for your Trade Show

In this guide,…

It’s Christmas Ad Season – but what emotions are leading brands playing on?

Yep, it’s that time of year again, that time when in true festive style we all become a little child-like, eagerly awaiting this year’s fresh batch of Christmas ads to see what beauties lie in store for us.  You know it’s true don’t you?  These Christmas themed ads give us a warm, cosy feeling inside, making us feel a whole range of different emotions right across the spectrum… happiness, nostalgia, thankfulness, warmth, protective, loving…..the list goes on. However, despite watching and experiencing some of the above mentioned emotions, the question that we never stop to consider is simply, why do we react in this way? What, precisely, is it that makes us feel the way we feel when watching these ads, and what is it that makes us want to watch Christmas ads, when we quickly skip over any…

The latest Ecommerce facts about shopper behaviour to inform retail strategies in 2015

We enjoyed the interesting + useful Ecommerce factoids and commentaries from digital agency Blueleaf. So we got in touch to share the learnings contained. If you would like to see the remainder of the series, you can sign-up to Gossip. Enjoy, please Tweet the facts you fancy and Merry Christmas!

Day 1 - Christmas commerce fact for 8th December:

Shoppers spend 30% more per order, when free shipping is included. Source: Wharton

UX Director Chris Jones explains, 'Take a long, hard look at your shipping costs. Could you trial free shipping to see if there’s an uplift in sales that would more than cover the cost? Do you at least offer free shipping over a certain basket amount? It’s something that customers feel very strongly about, especially on high…

Examples showing the value of social proof in boosting email subscriptions

If you’ve ever watched sitcoms, you probably have a good idea what 'canned laughter' is - it’s a track of 'people laughing played in the background' every time there is something funny on the screen. This way TV producers can alter our perception of a particular scene as its perceived to be funnier. It’s not a secret trick psychologists have been silent about, but one of behavioural patterns we all follow intuitively. It’s called social proof, and it can throw a whole new light on your email marketing operations. Social proof is a phenomenon occurring when people undergo a process of decision-making. Our brains are programmed to automatically follow other people’s behaviour. Once we notice a large group of individuals have made certain decisions, it is very likely that we will perceive…

A review of the biggest digital marketing events of 2014

It’s time for us to start writing the history of 2014. This has been a year with its share of growing pains from deploying digital technologies, but also with some remarkable new opportunities emerging from the technologies that connect users to their physical environment and to the human networks that they value. Here is a month by month description of a year that we all helped to shape and one that provides a lot of lessons to take with us into 2015.


The ‘internet of things’ came knocking on people’s doors early in the year. On January 13 Google purchased Nest, the makers of very smart home thermostats and smoke/carbon monoxide detectors. Under normal circumstances these might not be considered the sexiest of accessories but Nest’s CEO Tony Fadell…

How retailers can boost sales during off-peak times

What do seaside restaurants, ski resorts and lawn cutting services all have in common? They are ostensibly seasonal industries and generate the majority of their income during a relatively short period of time. Yet countless seasonal businesses make the cardinal sin of being content with their small window of opportunity and never look to branch out in a bid to extend their profit-making potential. If you run that seaside café, do you really want to spend 8-9 months of the year brushing cobwebs from your cash register? In the Internet age, you can be certain your competitors will be conjuring up ways to cope with the off-season so you better follow suit unless you enjoy being left in the dust. Keep reading to discover how to avoid the off-season slump and keep the cash flowing in.

Customer Engagement

This is arguably the most crucial strategy as…

A review of technical SEO in the Cruise industry

ClickThrough Marketing conducted mini technical SEO audits on the top five cruise travel agent sites in Europe, and found that all five could boost their search performance with SEO tweaks. This isn't an industry-specific problem – it's an all-round epidemic. We have carried out countless SEO audits for companies of all sizes. And if we’ve learnt one thing, it’s that the size or position of a firm has little bearing on its technical SEO performance. We've seen huge, popular sites with critical SEO problems, superbly optimised sites from struggling brands, and vice versa. To demonstrate this, we conducted mini audits on Europe's top-five cruise travel agents (by reach according to Alexa), looking at 12 key factors that can affect search performance and usability.* We hope this research shows the type of checks that are relevant and worthwhile for businesses…

7 mostly simple online services to hack your growth

Marketers have always relied on non-traditional tactics to make their startups grow rapidly. However, content marketing has remained a staple in their campaigns. The methods of online content marketing can almost guarantee a more successful, well-established business within a short period of time. There are many different strategies that marketers use to make their campaigns more effective, but their most recognizable approach involves creative, optimized online content that attracts relevant audiences, drives traffic to the main website, and generates actual income. From YouTube videos to Facebook posts, the method of content marketing are versatile enough to fit into everyone’s needs and preferences. The most important goal to have in mind is attracting new consumers to the services and products you offer. The following content marketing tools will help you do that! and Smart Insights new content distribution matrix gives…

Making purpose core to your marketing strategy

As a futurist,  I always remind my clients that the future isn’t just somewhere we go but something we actively create. Simply because our actions today directly influence and shape our business of tomorrow. In this article I introduce some of the key trends I will discuss in my Smart Insights webinar on December 18th 2014- The Marketing Trends Management Toolkit - free registration here: If you attend the webinar you will have a chance to win a free copy of my new book the Trends Management Toolkit with a prize draw during the webinar and we will offer a…

Going Social - what does it do to your brain?

Gone are the days when we received advice from our friends and neighbours on a ocial media treet corner, or perhaps at the most recent neighbourhood block party because face-to-face conversations are becoming a thing of the past. I must admit that I have texted my friends from the next room on more than one occasion. Back when I was an adolescent, baby boomers like myself grew up with telephone conversations with a phone which was anchored to the kitchen wall, and further restricting us with a twisting and tangled cord. Now landlines are also becoming extinct with almost half of us ditching them completely for our wireless and hand-held devices.

Enter the world of Social Media

This is where social media comes into the picture, as now our dialogues have shifted to these platforms.…
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