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.

Should your CEO be blogging?

Should your CEO have a blog separate from your company’s blog? Although it does depend on sector, it’s an increasingly important question, since many CEOs are emerging (or are already well established) as the 'public face' of the organizations they lead. Richard Branson (Virgin Group), George Colony (Forrest Research), Mark Cuban (Dallas Mavericks) and Martha Heller (Heller Search Associates) are only a few of the many chief executives who have successfully taken to digital media to communicate on a more informal basis to employees, customers and other stakeholders. Many of these also run a LinkedIn blog shared via LinkedIn Pulse alongside their personal presence.

Pros and Cons of running a blog

Here’s a look at some of the pros and cons for CEOs contemplating a blog of their own:

Pros of CEO blog

These include: It gives your company a personal touch. Any effort that helps to humanize your brand should be strongly considered.…

10 tips to create an effective Cart Recovery Programme

According to research recently released by Britain’s Retail E-mpire, the UK will become the world’s leading ecommerce exporter, with online sales generated by UK retailers from international markets expected to soar sevenfold to £28bn by 2020. However, according to our latest research, on average 84% of people who visit a site abandon their purchase before checkout, costing retailers billions in lost sales. So what can we do about this problem? Well first of all – let’s switch it around and look at it as a fantastic opportunity rather than a problem. Opportunities are always easier to action than problems – right?

The Opportunity for retailers

So we now have a lot of potential buyers who in many case simply need a small nudge in order to complete the purchase and the good news is, that these abandoned sales are 10 times more likely to convert…

Three ways to use marketing analytics to increase sales

As there are so many options available when using data analytics, why do some businesses typically rely on one single approach? The analytical tools available for the business leader's arsenal are now better and bigger than ever before, and are targeted to generate better decision-making. Despite this, and the ability of such tools to increase conversion rates, growth and MROI (marketing return on investment), some companies seem frozen by the choices on offer. This causes business heads to default to their usual performance-management and planning approach, and the typical result is the discovery that even advanced single methodologies have limits. The variety of audiences and activities that marketing budgets support and the diverse time limits for investment requires an approach that's a little more complex. The ideal way for companies to improve…

6 examples of businesses building new systems to innovate their marketing using digital technology

Against the backdrop of CMO’s spending more on technology than CIO’s there has been a lot of debate about where digital strategy should exist within an organisation. Is this missing the point though?  Perhaps the question we should be asking is when will corporate and marketing strategy simply become part of an overarching digital strategy that is responsible for the direction of business as a whole. Since I work in a digital agency you could say I’m bound to see things this way but let’s take a look at the facts.  At present many of the conversations that we at Blueleaf have as an agency will start with a brief for a new website but increasingly such discussions go on to encompass marketing issues that are fundamental to the organisation as a whole.

G.R.I.N. and bear it

This is because digital technology…

Bringing ideas to life - developing the perfect process for content ideation

Creative thinking inspires ideas. Ideas inspire change... Ideas are the lifeblood of campaigns and the content strategy to support them. Creating brilliant ideas and developing them into unique and appealing content is what marketing campaigns have used to generate audiences for years, and that won’t be changing anytime soon. The value of the creative process is something we recognize and respect at Zazzle Media, which is why we spend hours – many, many hours – honing that process. In this post, we'll describe 12 process steps to consider as part of content ideation. But contrary to popular belief, there’s a lot more to producing fantastic ideas than huddling together crossed-legged in a Zen-like state, shouting random ideas at each other during a wacky brainstorm session.  Adopting the structured approach this article suggests will help produce consistent results across the board, whatever business…

Best practices from the 2014 Form Conversion Report

It all started with a common question from our customers. 'How do I increase my conversion rate?' Marketers know that increasing your conversion rate is one of the simplest ways to impact your bottom line. Conversion rates are a key indicator of how well your website is capturing leads and performing in your industry. Online forms, one of the biggest components of the conversion, are an often overlooked part of helping improve rates. With help from our customers, Formstack noticed a gap of online information around form conversion rates. So, we decided to tap into our own data goldmine and put together a report of our findings. We’ve uncovered some tips that’ll help every industry with conversion rates and optimization practices.

Tips on optimizing your on-line forms

Conversion Rates by Industry

One of the first things we looked at in our data was the average conversion rate of each…

How to combat marketing misbeliefs from colleagues that can kill profit

Marketers, by nature, are persuasive humans, yet sometimes they’re stifled by management’s delusions. In my career, I’ve observed several misconceptions that interfere with effective marketing and, ultimately, prevent the company from growing and becoming more profitable. The reasons behind this are many and varied, but it usually relates to misbeliefs depending on managers' previous experiences. It might be because managers don’t believe in a certain type of marketing investment, or they might simply consider the marketing department a mere backup to the sales team. Whatever the case, if you’ve ever approached your C-suite executives with a killer marketing plan backed by concrete principles only to be shot down because they can’t imagine doing things differently, you’re not alone. However, if you prepare for possible 'pushback', you can present sound rationales for the importance of marketing efforts.

5 Deadly Marketing Misbeliefs

Here are five common…

Are you using all the options for email marketing?

For smaller business without a full-fledged email programme, it's not always obvious that email marketing needn't just be limited to the good old newsletter. To help you review all the other different email options, we’ll go through the ‘usual suspects’ available from email marketing that can help you as a marketer, achieve many different goals.

Best practices for encouraging opt-in to email marketing

In the wake of the recent prosecution and fine of John Lewis, the department store chain, for sending of unsolicited spam emails, we need to take a second look at communications we sent out. In almost types of emails, but not all, subscribers should be able to opt-out. To help avoid any legal issues, bear in mind it is best practice for email subscription to: Leave the email opt-in box blank on the sign-up form. I.e. do NOT pre-populate it with a tick. Operate a…

How to structure a successful e-retail strategy

The Internet has made it easier for new entrants and existing retailers alike to set-up, launch, re-platform and update online stores. But the speed of change in e-commerce also presents its own challenges, and the temptation is to adopt a tactical approach to online in order to adapt to the ever shifting landscape. However, the importance of a robust e-commerce strategy should not be under-estimated. 'A more tactical approach to e-commerce may seem ‘cutting edge’ but in actual fact may mean that firms are simply making changes to their e-commerce approach because that is what their competitors are doing or because new technology or designs are trending,' warns Kath Dawson, Creative Director at Strategy Digital. 'Businesses looking to make a success of their e-commerce efforts should ensure a robust e-commerce strategy is central to all activity. Without a strategy which clarifies and defines…

How to simplify your website localisation project

A decade or two ago the extent of most business's online strategies would have been whether or not to bother having a website. Now there are all sorts of things to consider, from social media marketing to optimising for mobile and, if you are looking to reach an international audience, localising your website. Localisation can be a huge project but there are ways to simplify the process. It can also be hugely important when it comes to reaching new markets. The World Wide Web theoretically puts the whole world at your fingertips but in practice there are cultural and linguistic barriers to overcome. There's a temptation to think that a single English language website will suffice but numerous studies have shown this is not the case. A survey by Eurobarometer found that only 18% of EU…

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Summer Sale 2014

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