Tackling the challenge of Digital Transformation
One the one hand, we’ve become so accustomed to digital technology, we’re no longer able to imagine life without it. And yet, when it comes to the digital transformation of the workplace, we still have a long way to go. The greatest hurdle digital transformation is going to face is, simply put, people.
To clarify, there are a number of things that don’t have to do with technical innovations that are going to make the process more complicated. That’s not to say that creating the proper infrastructure to accommodate the rapid pace of development is not going to be a major issue in and of itself. But a number of key factors in implementing digital solutions are related to people. And while tech is relatively easy to change and adapt, people are not. However, the situation is not as bleak as it sounds if you break…
How to use a B2B blog to generate leads
Our last post on business blogging looked at seeding and distribution and how to get people to your blog.
However, the end goal of a business blog (or any customer facing content asset) must be to stimulate demand and generate enquiries.
In this final post of this business blogging series we look at how companies can use blogs to drive demand generation. For more information you can see our demand generation definition.
Create a compelling call-to-action
There needs to be a compelling call to action to take a visitor's fledgling interest in your business to the next level.
It is commonly accepted that it takes time to build traffic to a blog, and even longer for people to interact with it. So, assuming it is almost impossible to encourage blog visitors to engage with a corporate blog, how can you keep them there and get…
Agile and real-time marketing campaigns needs planning for if your going to get it right
There’s one thing that’s certain on the internet: things move fast. And those early bird online marketers, so to speak, get the worm (meaning the traffic). Staying ahead of the game is very important when it comes to standing out from the sea of content and advertising available to modern consumers.
To capture the attention of target audiences, companies need to employ a good agile marketing strategy. Agile marketing exploits topics that are trending on the internet and social media to remain relevant at any given time. Basically, agile marketing means that a company or a brand quickly produces small amounts of content tailored to whatever topic that has the public captivated at the moment.
Agile marketing is timely, flexible, and attention grabbing. Companies absolutely must invest in developing an agile brand to quickly adapt to changing…
Influencer Marketing is on the rise. Are Social Media Star's part of your strategy for the year ahead?
Earlier this week Google announced that it had acquired FameBit, a technology platform company that specializes in connecting creators and brand for sponsorships and paid promotions.
In light of this acquisition, I thought we could look at the growth of the term influencer marketing in today’s Chart of the Day. There is no denying that the term has experienced incredible growth over the last 2 years and it doesn’t look like it will slow down anytime soon. And with a suggested bid of £5.73 per click and a competition score of 0.76 in Google AdWords, competition from influencer marketing platforms and Agencies looking to connect brands with Social Media stars is increasingly ferocious. As you can see from the chart below, there has been a 1000% rise in people searching for influencer marketing solutions…
A technique for comparing and selecting the best marketing technology or tool for your business
The job of many marketers consists of countless hours doing something that can be automated. Hence why Marketing automation is growing so much in recent years. It’s not just email, but also any other software that you can use that improves performance, such as automatic reporting tools, social media marketing, Analytics, SEO tools, testing tools, etc…
Believe it or not, in these marketing tools infographics, including this one from Scott Brinker you can see there are 3,874 tools in 2016 represented across 50 categories, no wonder we all walk into the jungle of marketing technology.
Over 3,000 companies in 2016, is this good or bad?
The point of this graphic is to demonstrate the following:
Marketing has become a technological discipline;
Marketers need to know how to choose the…
Facebook advertising is traditionally best for B2C marketers, but now B2B marketers can get in on the action.
Move over B2C marketers, the B2B crowd is coming to Facebook advertising, and they’re ready to play hardball!
Traditionally, Facebook advertising has been somewhat useless to B2B marketers. It’s a great tool for B2C marketers, who can offer discounts, promote sales and retarget buyers who have left items in their carts through adverts on Facebook, but these tactics don’t always work for the B2B crowd.
When it comes to advertising, B2C and B2B marketers have different goals in the back of their minds. B2B marketers are out to:
Generate increased knowledge and awareness of a product or service. You can create buyer personas to help you better understand who you’re targeting.
Reach out to a company advisors, decision-makers and others involved in a…
We ask three of our digital marketers how they feel about robots encroaching on their jobs
There has been lots of coverage recently on the BBC about how robots are taking over more and more jobs and that a staggering 33% of junior marketers are at risk of losing their jobs to robots in the next 20 years. Within marketing, we have the rise of Marketing Automation and Programmatic Marketing, so it's not a hypothetical question. As an agency that is all for automation making our lives easier and freeing people up to do more strategic and creative activities which robots can't complete just yet, we asked some of our employees what they thought of this.
Lee Wilson, Head of SEO
In the digital arena you work with big data…
SEO isn't dead. It's never felt more alive.
I'd like to introduce a new rule for marketers everywhere. When something is declared 'dead' by a self-proclaimed 'thought leader' at a marketing conference, right thinking marketers should invariably assume that its prospects have probably never been better.
The rule certainly holds true for SEO as a revenue driver for eCommerce businesses. Although plenty of search conferences this year will have speakers declaring the coming death of SEO, the data shows it's scarcely ever been more critical.
As you can see from the chart below, organic search traffic makes up a massive 43% of all eCommerce traffic, almost double the next biggest driver - Google AdWords, which is also significant. This data comes from a Wolfgang digital study which analysed the traffic of 87 million website sessions, accounting for $230 million in eCommerce revenue. Our other summaries from data from YotPo and Custora tells a similar…
Tips to help you learn how to effectively utilise trigger emails and reduce shopping cart abandonment
When it comes to successful email marketing, it is evident that carefully worded calls to action must be married with incentive for the customer to convert. Consumers must be enticed to click through from the email message, enter the retail e-commerce website and make a transaction.. They must be provided with the assurance that their patronage is valued and that their satisfaction is of the company’s utmost importance.
The internet is rich with “email marketing best practices” resources; articles, blog posts, software and how-to lists enlightening those interested in utilizing trigger emails as an effective marketing tool with vast amounts of information on the topic. Despite the wealth in available material, email marketers continue to commit trigger email faux-pas that extend beyond the realm of misspells and misplaced graphics. These errors dramatically…
Tools to Monitor Search Engine Positions For Startups
Organic search is a cost-effective channel in marketing departments for most established companies who sell their products online.
For startups, a comprehensive organic acquisition strategy would usually not be the first area to concentrate on, as focussing on paid search and paid social to drive traffic would be a quicker way to test conversion of new products in the market.
With the data and learnings from paid search, it usually can then make dipping the toe into organic search that much easier, as you’ll at least know which search terms are worth the time and investment for both content creation and which pages are the most important for your business.
To monitor current and future positions of keywords, there are a great many SEO tools out there. But which ones out there are reasonably priced for a startup? And what do you get for your money?…
