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.

An introduction to Attribution Modelling

In a bid to connect web users with great content (and generally make the world a better place) Google is constantly tweaking its algorithm and filling SEO managers with dread. Updates like Penguin and Panda have altered the fabric of search entirely. The things that used to take your website to Page 1 simply don’t work anymore. But don’t believe the harbingers of doom just yet: SEO isn’t dead… it’s different. There are plenty of ways to understand your SEO effectiveness and so boost your rankings and improve the visibility of your site. An important part of the process is attribution modelling,

What is Attribution Modelling?

Attribution modelling is a system which can help you get the most from your marketing mix. Modern web users are smart and they don’t always purchase the first thing they see online. Often, they don’t buy something…

How does personalisation increase conversion rates?

In our experience, effective content personalization increases conversion rates, boosts lead generation and cuts cost per lead. It might be intuitive to believe a personalized message is more effective than a one-size-fits-all message, but intuition isn’t the driving force here – what does the data show? We have now served millions of personal content recommendations, and the evidence now shows an increase of 20%-30% in conversion rates, across all on existing traffic and content. Behind these numbers, there are several cool scientific reasons why this works so effectively.

5 ways personalisation enables you to generate more return from your content strategy

Here are five reasons why personalisation is effective, the first from the perspective of the marketer and four from the point-of-view of the online visitor:

1.  Take the economically-efficient choice and go after the low hanging fruit

If you are in marketing today you probably…

Who uses Snapchat by age, gender and country?

Do you think Snapchat is a 'fad'? Not so, particularly amongst the younger audience. There are now 400 million snapchats sent every day! This Snapchat infographic from GlobalWebIndex shows that the UK and United States rank amongst the top 3 countries for usage, as it's popular amongst the 16 - 24 year old 'snapchatters' who are multi-connecting across social media platforms. As we highlighted last year,  savvy brands targeting younger audiences are trialling Snapchat in marketing campaigns to connect with their youth audience. If you're still not sure how Snapchat works, watch this Youtube video which shows you the latest features.  …

Including 4 practical tips on mobile optimisation

With 2015 fast approaching, we within the marketing industry start to ask ourselves, what’s next? When prompted about their thoughts on the digital marketing trends of 2015, a large number of industry experts gave a similar response as shown in our recent survey Digital Trends for 2015. The answers given by many suggested that mobile marketing is now, and will be the pinnacle of brands' marketing strategy. There's a similar pattern in the Smart Insights poll of Digital Marketing Trends in 2015 with mobile marketing in third place behind content marketing and marketing automation. Rand Fishkin of Moz suggested that: ‘for many consumer-focused tasks, mobile is likely to eat away at desktop share’. Jason Falls suggests that ‘2015 will be all about figuring out mobile in some way, and Google will penalize you for not having…

5 key themes of Modern Marketing innovation

Innovation is a concept that is referenced regularly in marketing content: from blog posts to keynotes, it is widely acknowledged as a critical ingredient for success in the digital age. Yet, for all the importance attributed to innovation, it is rarely analysed or explored. We decided to take a closer look to understand how marketers perceive innovation both inside and outside their own organisations. How do marketers define innovation? What are the main enablers of innovation? Do they feel their own marketing is innovative?  We wanted to answer these questions, and more, to understand the key drivers and challenges. We went about doing this by surveying the attendees of our 2014 UK Roadshow in London. This group was made-up of senior-level marketers, representing a wide variety of sectors; both consumer and business-to-business.

The Five Key Marketing Innovation themes

From the survey results, we distilled five key themes,…

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. …
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