What is dynamic content and how can you use it to meet your objectives?

Any marketer will tell you that email marketing can be an excellent way of generating interest and revenue. In fact, almost three quarters of marketers (73%) think email marketing offers an ‘excellent’ to ‘good’ return on investment (Source: Email Marketing Industry Census 2016). But how can you ensure your email messages really stand out from the crowd and go that little bit further to help your organisation meet its marketing and revenue objectives?

Dynamic content…the future of email marketing?

So what exactly is dynamic content? In short, it is any type of content that adjusts automatically so it can add immediate impact and help to make your messages more interesting and memorable. Not only does it make it easier for your brand to stand out in the inbox, but it’s a great step towards one-to-one communication. If you ignore the…

Disscussing the advantages and pitfalls out outsourcing your lead gen

Do we outsource or keep in-house? That is the question. Let me specify in advance that by outsourcing lead generation I mean transferring the whole process to an outside supplier. You set goals and in turn, you get leads. In this chapter, I shall not speak about any intermediate steps such as pay per click campaigns, landing generation, or outgoing calls without clear results. After all, they have no guarantee that you will reap any potential customers.

Actually, the decision of whether to outsource searching and attracting potential customers is not a matter of cost. Total expenses per employee are significantly higher for a company than just salaries, as this includes taxes, office space, a workstation, IT, holidays, sick-leaves, etc. As a result, the price of outsourcing is comparable to the cost of keeping your work in-house.

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Find out why email should be a big focus for you post-Brexit and get some tips on campaigns to implement

I was in the South of France when the referendum result happened. The enormity of it hit me quite hard while surrounded by such kind and engaging people, all trying to be sympathetic about the decision. Since that day, focus (at least in business terms) has turned to the impact it will have on companies. As an organisation that works with both Global and UK based companies, we have seen many different reactions to the vote, but the overriding emotion seems to be caution. Some companies are already in recession planning mode (just in case), others are holding off on non-essential projects and most are not comfortable making any big and expensive decisions right now. One thing we are seeing and hearing consistently is…

A true omnichannel strategy makes the most of offline not just online

Consider the main ingredients to a sale when a customer is in your place of business. You have product placements that suggest what a customer should buy, education on the products and services you are selling, the ability to experience your brand firsthand, and most important, people available to educate buyers and make a sale. All these make up the customer experience, and digital is just another component. Clearly, bricks-and-mortar businesses that aren’t yet capitalizing on their digital channels were successful before the internet took over their industries. There are reasons for that success, and those can give you an edge over your internet-born competitors.

Digitizing Your Offline Strategy

A successful online strategy shouldn’t be a matter of abandoning old tactics and replacing them with a trend. It should…

Mobile websites aren't just desktop sites on wheels. Plan your mobile strategy accordingly

In the latest in our series of videos with sticky marketing, Dave talks about mobile strategy and tactics. He goes over some the common mistakes marketers often make with mobile, so you can avoid them. If you can't watch the video for whatever reason, we've got a transcript for you below! Grant Leboff: Dave of course one of the biggest things that have happened in the last few years is the impact of mobile on marketing and how that's affecting the way people communicate and some of the things they have to consider when they're putting communications together. What for you are perhaps the biggest things that marketing managers, business owners have to start considering in a mobile age? Dave Chaffey: Well, yeah, certainly a massive impact, and in particular we're looking at smartphone because I think…

How to target your customers at the very moment they want your products

Does your data tell you when and why your customers are most in need of your products and services? Can it deliver that insight right at the time the need arises? We explain how marketers can use data and insight to target home movers, ensuring they reach them at the time they’re most likely to engage. Marketers are always looking for better ways to acquire prospects, retain and engage their existing customers. Each year, UK companies lose over 20 per cent of their customers, according to our research with nearly 200 of the UK’s leading marketers. The research also highlights the fact that 45 per cent of UK marketers say replacing these losses with new customers is their biggest challenge. For the remaining 55 per…

Just what is structured data? And how will it help your business appear more creative and memorable in search results?

Rich snippets have been around for some time now, as has Google’s knowledge graph, which was added to search engine result pages (SERPs) in 2012. Over the last year, we’ve also now started to see structured data, which is used to implement these different displays of information, become an even greater influence on SERPs, especially Google’s. On May 17th 2016, Google rolled out a number of changes to how their search engine handles structured data, with the most important changes being the introduction of rich cards. These are a complete restructure of Google’s documentation about structured data, alongside a new report function in Google Search Console for data relating to rich cards. Before we delve into the technical stuff,…

Creating great assests should be the cornerstone of your SEO strategy. Here's how to make them without going mad.

Is it getting difficult to come up with a new topics for your blog posts? Do you struggle to write even 500 words a day? Or maybe writing too much has taken a toll on you. Yet you carry on, trudging through word after word because you want backlinks, to get backlinks, you need content. What if I told you that it’s possible to create outstanding content without any writing? As I’ll show you below, there are tons of linkable assets you can create without ever stringing together more than a paragraph.

What are Linkable Assets?

First, let’s answer a simple question: what exactly are “linkable assets”? Linkable assets are essentially high quality content pieces you can use in your outreach to get links, or to attract links naturally. Think of them as parts of your website that…

When writing content for your website, blog, or newsletter, should you aim for brevity or go in-depth?

I’d dump Q and maybe J. Because if attention spans continue shrinking, we’ll need to cut down the alphabet to make words shorter (shrtr). Given the online ADD epidemic, it surely makes sense to go short if you’re producing articles for a newsletter, blog or website? Not necessarily. If short was always the way, this blog would be dead. We just assume people won’t read long articles. The ADD problem has been hammered home so often that we hardly pause to think anymore. But it’s not that simple. Like everything online, the “ideal” content length depends on context: the ideal length is the one that says everything you need to say to get the right response. Not short. Not long. But what suits your needs and the audience you’re targeting. The…

How classical PR tries to define its new role in an era of increasing digitalization and consumer-driven media outlets

In an era of increasing digitalization, traditional PR has been called “dead” for quite some time now. As a result, companies are looking for an alternative technique to raise awareness for their brands. Recently the term “Content-Seeding” has been mentioned more and more frequently, in this context. However, if you look closely, there are distinctive differences between the two practices, which agencies and companies alike should be aware of. This article will illustrate those differences, offering a basis for digital marketers to choose the most effective strategy for their business based on industry standards, individual goals and resources.

The PR-Dilemma

First things first. What exactly is the problem classical PR is currently facing? After all, the decreasing demand for print media (from the daily newspaper to magazines being replaced by E-versions) isn’t news. However, the…