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.

New Research - The SimpleUsability Online  Experience Index for the top 5 Mobile Phone Companies

This post summarises new research from SimpleUsability who reviewed the quality of customer experience delivered by 5 leading mobile networks / telecoms retailers: Three, EE, O2, Virgin and Vodafone. This builds on previous research covering online appliance experience and clothing retail experience.

Key findings from the research of telecommunications websites

Good brand positioning and OVPs, 'though navigation could be improved. Lengthy checkout processes, with a mix of poor and good information support. Good product selection filters. Most websites had a search function, though presentation could be improved. Persuasion, Emotion and Trust (PET) techniques were low - Proof and Trust shown by only two companies.

Methodology for researching the ecommerce websites

To score each site’s overall experience rating, a panel of expert UX professionals assessed the site in the context of a core user journey of browsing a new mobile phone.. The examiners rated…

Using Google's 'Fetch as Google Render" feature to assess mobile SEO suitability

63% of today's mobile phone users use their cell phone to go online and 34% of mobile phone Internet users only go online with their cell phone rather than any other device, according to the latest Pew Internet Mobile Technology Fact Sheet. Numbers like these demonstrate the power and importance of the mobile experience, and some big names have taken notice - including Google. Google research has shown that 61% of users would not be likely to return to a mobile site if they had problems accessing the site on their mobile phone the first time. Because Google is committed to ensuring the best possible experience for its users across the web, these lackluster mobile experiences may have an effect on SEO and where a website ranks in search engine results pages. Google has also stated that…

Three steps to organic list growth

Often marketers will want to email as many people as possible, as quickly as possible and as cheaply as possible. This is a common mindset which can end in marketers purchasing or renting an email list. If you are looking either for immediate or long term results, buying a list is not the answer. Instead follow our three steps to organic list growth to build your database without damaging your email list health.

Step 1. Optimise your web sign up

The first step in building an organic email list is optimising your web sign up. This may seem obvious; however web sign up can be easy to get wrong, so make sure you have this basic step perfected to avoid any negative knock on effects further down the line.  Optimise your form Begin by creating a solid form which will encourage users to hand over their information instead of leaving your site. Make…

A 40 point checklist for marketing with Instagram

With over 20% of Internet users with Instagram accounts, it could pay to take a closer look at Instagram, particular for consumer marketing. If you are a new adopter of Instagram for marketing or seeking reassurance you are using Instagram correctly, this efficient Instagram marketing infographic summarises the basics well. It covers ensuring your profile is up to date, through to engagement techniques with mentions, visual content (photos and videos) and how to manage Instagram campaigns. You can also check out our Instagram Marketing Hub and guide for more in-depth information on how to improve your marketing.…

Understanding your social media site integration and improving its impact on your inbound marketing

Social media is now a truly established inbound marketing channel, with capacities to re-engage a customer base and influence huge audiences. So much so, that links, buttons and widgets that connect websites to profiles are ubiquitous.  Indeed, there is barely a site hosted without them. I think it is safe to assume that the vast majority of people will consider it best practice to have them on websites, yet how many of us think consciously about their potential impacts on a website?

Creating distraction and exit points without motive

Linking to social media accounts from websites can, of course, be hugely advantageous for a business. However, having scoured websites from a wide range of sectors, it is noticeable that many do not use them in ways that channels users sensibly. …

A briefing on modern social selling

The age of social selling is upon us, although one could argue that it's always been that way. When people make a purchase they tell others. When people have a good or bad experience with a brand they tell others. When people love your products or services they tell others. It's safe to say that people love to share, which is exactly why social networks are so popular. Selling has always been social, but networks like Facebook and Twitter take that element and amplify it. Today's social selling is completely different, and when you implement it properly, it can do wonders for your brand.

 What is modern social selling?

The modern form of social selling involves integrating sale prompts or direct links via social profiles. For example, Amazon allows Twitter users to add items to their shopping cart…

Research and examples showing how the principles of Colour Psychology apply to Persuasion Marketing

Just about everyone has a favourite colour, (and a few not-so-favourite ones), and as such, most of us realize that colour has an unusual ability to influence how we feel.  Armed with the knowledge that colour can be a persuasive force in consumer decision-making, Professor Satyendra Singh from the University of Winnipeg asserts that retailers are always attempting to use the influence of colour to their benefit (Impact of colour on marketing, Management Decision, 44 (6), 783-789). This may involve techniques as simple as targeting consumers of a specific gender based on product colour, to using specific colours to subliminally entice consumers to buy: see Professor Okan Akcay in 'Marketing to teenagers: The influence of colour, ethnicity and gender,' from International Journal of Business and Social Science, 3 (22), 10-18. Available online…

The 11 step launch marketing plan

The success of a startup will often depend on its approach to marketing. Unfortunately the vast majority of startup founders have little to no experience or marketing or managing a marketing budget. How do you deal with this dangerous contradiction? Well it's in the planning! Make sure that you’ve got your marketing strategy in line by applying the blur Group brand or product launch framework. There are a million articles out there on brand development, launch marketing, PR, viral videos and more. Reading them all would be a start – or you can check our tried and tested approach below! The framework described below is typically rolled out step by step over 18 months. We hope it helps. 'In this world of intangibles and endless competition branding is everything.'

Phase 1 - Strategic Positioning, Brand and Web Presence

1. Strategic positioning (ad Early Adopter target market definition) The first step in a successful brand/product launch program…

Examples show why you should avoid the cultural pitfalls of over-simplistic keyword research

When working on keyword research, it’s easy to fall into the trap of thinking that tools will do the job of brains. Let’s clear that out from the outset: they won’t. Tools are only as good as their handlers. Give a spanner to a monkey, it’ll find ingenious ways to use it. Give the same spanner to a dog and it goes from tool to toy. We should use tools wisely! There are countless tools dedicated to the daunting task of keyword research and there’s a growth in tools for multilingual keyword research. A promising trend, but we should never believe tools can replace the work of a native expert in a given market. So often is the case a client will already have an English-language keyword list that they use and generate through translators into a target market’s 'language'. These translations are…

A simple process for weighting your content priorities

The rise of always-on content marketing has led to a content tsunami, making cut-through more difficult, so teams need tools and approaches to balance their content priorities. In this post I'll share our 'ABC process' which we use to simplify the process of planning the most effective content to meet our clients' goals.

Marketing common sense ≠ common practice

It’s easy to get immersed in the joy of creating content, and lose sight of the bigger picture. (I’ve been there too). The challenge is that when we as marketers put our heart into the job (and as much as we may know the truth is different) it’s easy to lose our heads and act as if our target customers are eagerly searching for what we have to offer.

The inconvenient truths of content marketing

There are some inconvenient…

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments
Feedback Form
Feedback Form