Tips to help brief on-screen graphics for your videos and animations

Brands are increasingly employing video marketing to communicate their messages, engage online audiences and use content to support the sales and marketing teams. especially n B2B. According to the Demand Gen report, the use of video content in B2B marketing increased from 8% of companies employing it in 2013 to 58% in 2014. Website Inc reports that 92% of B2B customers watch online video and 43% of B2B customers watch online video when researching products and services for their business. There is little doubt that video is both here to stay and will require your focus. There are many styles of video from case study to product profile, feature to interview style films. What they have in common for a business is that they are professional, clear, informative and engaging for the viewer and potential buyer. As part of the commissioning and…
 

Twitter suddenly becomes more important to marketers with the latest integration - currently only available on Mobile in US

Importance: [rating=5] Recommended link: Google's announcement of new Twitter Integration So, they've made up! You may remember how Google used to partner with Twitter and take their firehose to display tweets in near real-time - I remember it was sub ten seconds. Then they fell out and this feature disappeared back in July 2011. Well a new form of the integration is back as has been previewed over the last few months. I've been taking a look to see how significant it will be for businesses. It looks like a great deal for Twitter to me and an acknowledgment by Google that Twitter, not Google+ is THE source for real-time updates as it had hoped.

What marketers need to know about Google's Twitter integration

1. The new 'Popular on Twitter' feature is available on mobile only to start with.…

Who are the winners and losers since Google's mobile update?

If you're involved in using SEO to drive traffic, you’ll no doubt know the hype of the build up to Google’s mobile friendly algorithm update since it was initially announced in the autumn of 2014 and finally rolled out a month ago today on April 21st, 2015.  Many predicted major changes as a result of the update, with Google’s Zineb Ait Bahajji saying at SMX Munich that the upcoming mobile-friendly algorithm update would 'impact more sites than their Panda or Penguin algorithms'. Even the mainstream media picked up on it, dubbing it 'Mobilegeddon'... So one month on what has the impact been? Has it impact been like that of a zombie apocalypse, or is it more a case of Business as Usual for most? In this post I'll look at insights from different studies which show the impact of effected websites. I'll also look at how you…

How to add Calls-to-action to your Facebook business page and ads

Importance: [rating=4] Recommended link: Facebook Help: Enhanced Calls-to-Action for your Adverts Another day, another update from Facebook. Today it's a relatively minor ad change. But an opportunity to remind you about the similar, but more significant change relevant to all page owners, i.e. the ability to add organic call to action button options from your home page which was introduced earlier in 2015. For example, here is the Smart Insights Facebook page with a 'Sign-up' Call-to-action (CTA) selected. To learn more about how to implement these company page CTAs, see this Facebook help advice. Now brands are now given the ability to promote the CTA with an ad. The benefit of this is that you can more prominently drive business outcomes rather than page likes. Open up Facebook and you'll likely see this: …

Litmus, Liveclicker and Unbounce speak on conversion optimisation for ecommerce

Conversion Rate Optimisation (CRO) can be a very complex creature – particularly when it comes to optimising ecommerce sites and campaigns. During this process we need to put our subjective opinions aside, create some robust hypothesis’ based upon data and insights and try to start optimising for the biggest wins first – not always an easy task. So in the run up to the eagerly awaited online eCommerce Summit we asked three of our expert speakers from the summit the following question: “So many channels, so many aspects of a campaign to test. What’s your key piece of advice that you would provide to increase conversions for an ecommerce site?” Dave Holland, European Regional Director of Liveclicker and expert presenter for one of our eCommerce Summit webinars  “Cutting through the clutter in…

6 tactics to get started with Customer Activation

As a marketing leader you know that each customer experiences numerous touch points with your company throughout their lifecycle. With Lifecycle marketing it’s the job of marketing to ensure that each interaction has a positive impact and moves the customer on to the next stage. But how can you measure the success of your combined efforts and their impact on your customer’s lifecycle? It's time to think about Customer Activation... Customer Activation means motivating customers to move to the next stage of their lifecycle faster than they would on their own.

But, how do you activate your customers when you’re interacting with millions?

You need to think about your customers' lifecycle from potential customer to eventual advocacy. Cultivating relationships with your customers throughout their lifecycle is key to extracting maximum value from them. Unfortunately many marketers fail in activation through not delivering effective, relevant emails. The problem…

What do businesses need to do to gain more insights and value from Google Analytics?

You know the way it is with using Google Analytics... nearly all businesses have it installed, but far fewer have customised it correctly for their business AND have a structured approach for using it to improve their online marketing. I think many business owners and marketers know that because of this and the lack of skills to interpret the data, the obvious potential of using Google Analytics to review and improve online marketing is missed by many organisations. The reason for this missed opportunity is not a technology problem. As Avinash Kaushik has pointed out, in his 10/90 rule of managing analytics, that's because this is largely a People issue, i.e. how to provide People with the right processes, tools and KPIs to drive performance. Those most aware…

Digital marketing tools to support your content marketing

The importance of content marketing in a business cannot be overlooked especially since we have to work hard to engage our audiences rather than pushing messages to them. Long gone are the days where creating billboard ads and radio spots were enough to get your business to the next level. Today, consumers want more and they like to have content they can relate to in order to feel a part of your business. Content can help you to craft a story about your business to help you connect further with your customers and to share your unique values, showcasing the personality of your brand. It's not easy to get started with your content marketing strategy.  Before any success story can be realized, a business needs to have the right tools in place to be in a better position to…

A practical tool for linking business or digital vision with goals, objectives, strategies and KPIs

Do you know OGSM? It’s not as interesting as the text speak version looks to be (try inserting some vowels...), but it is a widely used approach for getting focus to translate a vision into business and marketing strategy. I was prompted to write this post since I was recently discussing OGSM with an Expert member who was using it to get buy-in for how their digital transformation initiative linked to their business vision and objectives. I think OGSM is a great tool since it's a simple way to show the importance of aligning strategy with goals and then putting in place measurement to check you're on track and can be agile to adjust tactics to meet the broader objective. It's similar to the techniques we cover in our guide to aligning goals, strategies, objectives, KPIs and dashboards. [si_guide_block id="41118" title="Expert member resource – Digital Marketing Optimization Guide" description="Explains how to link…

Showing the huge impact of mobile marketing across web, social, display and email

The rapid rise of smartphone and tablet adoption has affected almost every aspect of digital marketing. The impact ranges from the most recent 'Mobile-friendly' algorithm changes to Google's smartphone search results through to the lower conversion rates on smartphones, use of social media on mobile and ensuring that our emails are mobile-friendly. In our latest infographic with JBH Marketing, we've brought together all the most important changes in a single infographic to highlight the areas needing attention. We start with showing the tipping point reported where mobile users now exceed desktop users - it's coloured 'Red for Danger'. …
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