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.

The pressure for brands to select the “right” digital agency to deliver projects and campaigns has never been greater. So what steps can you take to avoid a digital partnership disaster?

2015 continues to be a golden era for digital agencies. UK online retail sales eclipsed £100bn in 2014 reflecting the nation’s insatiable appetite for buying online. With digital ad spend increasing by 800% between 2004 and 2014 to £7.2 Billion, brands are responding to consumer demand and investing heavily in their online presence. The rapid growth of online investment and increased availability of advertising platforms means that digital marketing roles have rapidly evolved to be multi-disciplined and complex. Agencies are therefore an attractive option for brands looking to deliver quickly on digital campaigns and projects.

Imagine you’re hiring a member of staff

The process of selecting a digital agency…

Provide a narrative and continue the story to delight your audience and have an effective video campaign

You’ve got your cup of coffee in one hand and your prop list in the other. You still need to send out a dozen tweets and find a new actor because your top choice canceled at the last moment. Your director made some scripting tweaks that require rewrites. The list goes on. Planning and marketing your video can feel like the opposite of Hollywood glamour. But when you boil it down, digital marketing and the movies actually have a lot in common. Whether it’s a comedy that makes your cheeks sore from laughing or a tearjerker that leaves you blubbering in your car on the way home, great movies change viewers’ lives by taking them on an emotional journey. Your video can do the exact same thing by forming a relationship with attendees, providing a narrative…

How technology and creativity come together in programmatic advertising to maximize potential

To reach the modern consumer, companies must embrace ideas such as: programmatic advertising advertising for multiple screens personalization  Consumers today have become increasingly adept at ignoring advertising they feel is no longer a utility, but an irritation. While the always-on phenomenon has become a popular buzz-phrase, in reality the cognitive load placed on consumers as a result of the on demand economy has been significant. Not only are consumers filtering out irrelevant advertising, but poor ad placements are also harming brands and their reputations. According to the 2013 Online Personal Experience study conducted by Janrain, nearly 3/4 of U.S. consumers report feeling annoyed when they see adverts and content that does not match their needs or interests. Econsultancy also reported that over half of UK internet users have a desire for more relevant ads. For marketers, successfully managing this shift in consumer attitudes towards advertising…

Agility is the key to staying at the cutting edge of a changing industry

We live in a world full of ever-evolving technology. Marketers don’t have the luxury of relying on a single technique for very long. Things change quickly, from new products to innovative technology to customer expectations. The days of keeping the same marketing techniques for years are over. It’s a new era for businesses across all industries, and you must adapt quickly to survive the shifting ecosystem. That’s where agile marketing comes into play.

What is Agile Digital Marketing?

The definition of agile digital marketing is notoriously hard to pin down, but Jim Ewel of AgileMarketing.net this definition: Agile Marketing is an approach to marketing that takes its inspiration from Agile Development and that values Responding to change over following a plan Rapid iterations over Big-Bang campaigns Testing and data over opinions and conventions Numerous small experiments over a few large bets Individuals and interactions over target markets Collaboration…

While you may have thorough buyer personas sketched out for your customers, there may be one piece of the puzzle that you’re missing: behavioural psychology.

Behavioural psychology often dictates how people make choices, whether it’s what to order at a restaurant or whether to subscribe to a company’s email newsletter. Within your digital channels, you can incorporate certain principles of behavioural psychology into your strategy in order to keep your marketing customer-centered, engaging, and conversion-driven. This will help turn your website visitors into conversions.

Anchoring

This is a principle of behavioural psychology that guides people towards context clues when making decisions. Oftentimes, your audience is unsure about how much time or money they should spend on a certain product or service, and when that’s the case, they turn to context clues to help them decide and usually settle on a middle ground. Incorporate anchoring into your digital marketing strategy by adding an “extreme”…

Customer reviews and social content are powerful decision-making tools so why make consumers search for them elsewhere?

The rise in holiday and hotel research conducted online, and the popularity of social media, presents an opportunity for the hotel industry. Word-of-mouth communication has a positive influence on brand awareness, brand attitude change, purchase intentions, product evaluations and consumer expectations. TripAdvisor’s 2015 TripBarometer report found that 90% of consumers rely on ratings of accommodation on a review site. This was the second most important factor impacting booking decisions behind price. Also 85% of consumers also rely on photos and videos online. To take advantage of this trend, hotels should use electronic word-of-mouth and user-generated content to supplement their primary marketing communication messages. Many of the large travel and tourism brands have adopted user generated content. Taking a quick look at the big three UK online travel agents, Booking.com, Expedia and Hotel.com, all of them…

Use these tools to get started with Video Marketing

Videos are all the rage in marketing today – they're not based on heavy files anymore, they're attractive and can help brands to communicate with their audiences. You can use videos for introducing a new product, showing behind the scenes footage, showcasing a promotional event or offering a tutorial aimed at solving a specific problem. Here are 10 tools to help you create short videos and launch your video marketing campaign. Flipagram This tool will help you combine images to create short video stories. It's really easy to use and will be perfect for those who'd like to post their video on Instagram or Facebook. The tool is available for different operating systems and since 2014 has gained many accolades from users all over the world. Stop Motion  …

Best practice tips to give your landing pages better regional reach

The Internet has given us greater power than ever before to reach out to people wherever they are in the world. There’s one problem with that though – sometimes your core group of customers are located virtually on your doorstep, and unless you take steps to connect with these, much of your online marketing efforts may be going to waste.

Who needs regionalised landing pages?

If you’re selling a range of identical products through your website to people right across the country (or even the world) from a central warehouse or depot, you probably don’t need a regionalised landing page. But if your website is used as a means of promoting your bricks and mortar presence, or a service you provide in specific geographic areas, then regionalised landing pages should be…

The key trends and channels for travel marketing in 2015

This seasonal infographic created by our partners JBH Marketing gives an interesting overview of travel marketing. Of course, digital marketing is now an important channel for marketing different types of destinations and packages. Holidaymakers are increasingly turning to digital to book their holidays rather than using high-street travel agents. This infographic looks at consumer behaviour in selecting holidays and the channels that are important. …

The 7 elements you need for superior retention automation

It costs a lot to acquire a new customer, but most clients will make a single purchase and leave. A repeating purchase, on the other hand, costs far less than acquiring a new customer, estimated at between 4 and 7 times less actually. Retention automation has a simple, well-known theory that deals with this issue. Retention automation aims to get better ROI by turning one-time buyers into repeat customers and keeping them, rather than focusing on acquiring additional new customers. Retention automation can be done with the basic understanding that customers are different, then analyzing them as groups, connecting them to automated campaigns designed to move them in the right direction. There are plenty of examples that demonstrate programs and multichannel campaigns addressing customer retention according to the customer’s current lifecycle situation and their importance to the business. Surprisingly, although the theory is so…

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