Content Marketing is more than just publishing content...

When Doug Kessler (Velocity Partners) published his Slideshare ‘Crap: the single biggest threat to b2b content marketing’ it rightly got a lot of attention (one million views and counting). [slideshare id=15931787&doc=velocitycrap-130110064100-phpapp01] I think that the popularity of this Slideshare was not only because of the great title, but because it highlighted the challenge of getting cut-through as more B2B brands are spending more time on content marketing. Now B2B buyers cannot move for the flood of Ebooks, blog posts, and infographics (which are getting longer by the day!). According to the CMI:  74% of marketers say they are producing more content than they did a year ago, but 70% of content produced gets wasted each day!  From my experience of working with brands and training marketers on content marketing, there seems to be a common experience with initial adoption of Content Marketing.  You know you need to be doing something, so you start…

US, Europe and Worldwide display ad clickthrough rates statistics summary

I've put this compilation together to help marketers and students studying interactive marketing create direct response conversion models for digital marketing campaigns. When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. In this latest update I have added a comparison of CTRs for Facebook and Twitter at the end of post. If you're looking to get more from your display advertising we have an Expert members guide to retargeting with display ads Recommended Guide: Ad Retargeting briefing Learn the success factors and best practices for display advertising from Emma Ashby who works as Display Manager at epiphany. Download our Ad retargeting guide

Display Ad…

New DMA research shows the trends in email effectiveness - which these types of emails work for you?

We are excited to share the findings from the DMA's 'National Client Email Report 2015' which has just been published. It reinforces the effectiveness of email as one of the core digital marketing techniques and shows that email marketing is still growing in popularity and its success is derived from an integrated marketing approach, accessibility to Marketing Automation and being impacted by the rise in mobile with an email-mobile relationship, which they refer to as a 'mobile first-medium'. Companies are seeing return from continuing to use email marketing - according to the report Email has an average return of 38:1!'

Which emails generate the most revenue?

We know intuitively that effective emails are personalised, so it's good to see an improvement in targeting practice with revenue from unsegmented emails to the whole list…

The massive volume of analytics data can confuse and point you in the wrong direction. Here’s how to understand what your website visitors are really doing...

Web analytics can be extremely useful, but it the data can also be a curse. Indeed, online we now live in a world swimming with data, so much so we have to call it “big data”. The problem with big data is it needs big analysis. The more analytics you collect, the more time it takes to wade through the reports and try to work out what is happening with your website. Google Analytics, for instance, has 103 standard reports you can look at. That’s before you start adding your own specific requirements and comparisons. In addition, there is a problem with all of these reports; none of them tell you “why” a visitor did what…

A summary of 7 principles of persuasion

There is increasing interest in applying the principles of Psychology to Digital Marketing. According to Kath Pay of Cloud.IQ, the benefits of incorporating consumer psychology into your marketing are two- fold: "First, applying the principles of the Psychology of Persuasion can assist your customer in their journey to achieve their objective i.e. buying a product or service from you, and secondly, you, as the marketer, benefits from facilitating more successful conversions". Kath has a new free download 'Leveraging Psychology in Digital Marketing' explaining how the relationship between buyer psychology and behaviour can help marketers optimise the online customer journey. It covers the principles and examples from landing pages and email marketing on how you can improve conversion efficiency as part of inbound marketing. This infographic is a taster of the book's themes to help you get under the skin of your customers through psychological techniques including those focussed on…

Why is recruitment marketing one of the most creative applications of content marketing?

As we claw out of recession, a now-searing job market has been flipped in the pan. Those with experience and marketable skills are finding they now constitute choosers as opposed to the beggars of years previous. Although there is still plenty of competition, skilled graduates now have scope to play hard-to-get with recruiters. This is why I think, that one the most competitive applications of creative content marketing right now is in recruitment. So, what’s the return on investment (ROI) for a recruitment areerontent strategy? You could say that staff retention and productivity are obviously measurable vectors, and on a macro-economic scale, ones that go hand-in-hand with our needs as a nation.

Skill shortages and Graduate needs

Findings by the Organisation for Economic Co-operation and Development (OECD) published last…

Increasing your reach by getting off your B2B blog and writing for others

The benefits of business blogging and personal blogging are well-known in terms of improving search visibility, delivering traffic and raising your profile but often it is hard to get audiences to come back to a blog on a business web site and engage. A standard approach most business bloggers adopt is to seed blog content around the web - tapping into social media platforms, websites, groups, hubs and communities - with the goal of getting people to click the link and return to the website to take action. Blogging, in this sense is, a very worthwhile activity. But it also a little bit spammy and has to be managed carefully to avoid coming across as being self-absorbed. As most companies are blogging in order to improve visibility, stimulate greater website traffic and foster deeper engagement - a more inclusive blogging distribution strategy is…

Making the Internet human again

By 2020, the amount of digital data detailing just about every aspect of our lives will exceed 40 zettabytes. To put that figure into perspective, 40 zettabytes is 40 trillion gigabytes. (Estimated to be the equivalent of all the grains of sand on all the beaches on earth.) Little wonder therefore, that a child will grow up finding the notion of total privacy as foreign as blue bags of salt in crisp packets, or bottles of Tipp-Ex. People from all stratas of society in our high-tech dystopian world are resigned to the fact that details of their personal lives are increasingly being left to the stewardship of an ever-decreasing circle of power-brands. In this pseudo-Orwellian world, Data Scientists have reassigned the 20th Century title of ‘Mad Men’ to ‘Maths Men’ (poignantly pointing to the fine-line between intellect and insanity). Former giants of creative advertising like David Ogilvy would, no doubt find…

Recommended design patterns and best practices for your Basket/Shopping Bag

Here is the 6th in my series of posts on recommended Ecommerce page layouts. We've been working our way down the funnel, so now we move from product pages to improving your Basket or Shopping Bag Page. Given it's the launchpad to checkout, it plays a vital driver in pushing the buyer down the conversion path. As with checkout, the basket page has to serve two user types: 1. New users: Reduce barriers to purchase and persuade them to trust your brand and website, with their payment. 2. Returning users: Provide a quick transition to check-out, summarising key information which commit buyers to purchase. If you work in an ecommerce team at a retailer, or are involved in design for your client’s accounts, then I hope these templates and tips will guide you along the design/re-evaluation process to maximise results for your pages.

Key Ecommerce Basket Page Wireframe requirements

There…

An example of the growing importance of online influencer outreach in marketing today

Whether you diligently follow the fashion world or just check out magazine covers when you’re standing in line at Target, you’ll probably notice something subtly out of character about the March 2015 cover of Marie Claire. The Italian cover girl isn’t a model, an actress, or even a celebrity. She’s a fashion blogger with a firm grip on the interests of fashion fans around the world. And she’s one of many reasons you should be looking into the role that digital influencers can play in your marketing strategy.

Digital Influence is changing

Leveraging fashion influencers is a great example of a shift in the world of marketing. True influence is no longer about paid celebrity product endorsements in film, television, and print. It’s about genuine, personal recommendations from…
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