A beginners checklist of content marketing metrics

Content marketing is an excellent tool for generating leads and creating conversions. However, even the most thoughtfully planned out content marketing campaigns are rarely a home run. In order to get the most out of a content marketing campaign, you will have to make adjustments and improvements along the way. In order to determine where you should make these improvements, you'll need to monitor 10 important content marketing metrics I recommend. For other ways of structuring these in a frameworks see this article from Smart Insights on Content Marketing KPIs and this from the Content Marketing Institute on Content Marketing Metrics as part of a strategic approach to content marketing.

1. Bounce Rate

When a visitor clicks into one of your web pages and backs out without taking any further action, you have earned a bounce. A high bounce rate can indicate many things: The content on…

Kellogg’s initial foray into the Indian market is generally agreed to have been a failure, although it’s now doing well in terms of both market share and sales growth in the subcontinent.

As part of our series of in-depth case studies with TranslateMedia looking at major brands tackling major new markets we look at Kellogg's attempts to crack the tricky Indian market.

But are Indian consumers ready to accept breakfast cereals?

Kellogg’s initial foray into the Indian market is generally agreed to have been a failure, although it’s now doing well in terms of both market share and sales growth in the subcontinent. In this article, we’ll examine what went wrong, and discover how Kelloggs recovered from its initial problems in this challenging market.

An unsuccessful first foray into India

The world’s leading producer of cereals and a major snack foods manufacturer, Kellogg’s entered the Indian market way back in 1994. Kellogg’s is no stranger to…

SMEs/SMBs with offline businesses models can still utilise digital marketing

You would be forgiven for thinking that the days of bricks and mortar stores are numbered due to the rise of Internet shopping and dramatically increased usage of Smartphones to make purchases when on the move. Certainly, online shopping is fast becoming the norm as UK shoppers are expected to spend over £52 billion online by the end of 2015; an increase of over £7 billion on the 2014 figure. Yet this only represents 15.2% of retail sales in the UK which is a clear indication that in-store shopping is still the consumer’s #1 choice. Even better news is that you can use digital marketing to boost your level of in-store customers! According to a Deloitte report, digital technology influenced approximately 33% of in-store retail sales in the United Kingdom during 2014; this equated to over £100 billion. No matter how advanced…

5 trends Email marketers need to stay on top of in 2017 and a couple of things you can safely ignore...

As we move from one year to the next, the heart of (email) marketing remains the same. It is about providing customer-centric experiences. For email experiences, this is the mantra of right message, right person, right time. The closer you get to this the better the results. Each year

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This is simple to say, but has been incredibly hard to deliver. Broadcast email has been so effective because of the high cost and limited accuracy of solutions to get right message, right…

The self-proclaimed "world’s gathering place for all who thrive on the business of consumer technologies", CES 2016 has been as popular as ever. Here's our roundup of the most important new tech innovations relevant to marketers.

More marketers than ever from across industries are now attending the huge Consumer-Electronics show, CES which takes place every January in Las Vegas. Marketers now account for more than 15% of the attendees (26,587 to be precise, according to the CES), so we thought we'd take a look at the latest innovations which we could be using in the year(s) ahead. An increase of 9% attendance from between 2013 and 2015, points towards a trend and highlights the rising importance of digital platforms for engaging consumers. So much so that it lead AdAge to suggest that the “Future of CES Belongs to Marketers”.

"Digital isn't a destination. It's a foundation. What…

Understanding what local customers really expect when purchasing from an ecommerce site is an essential factor for success when it comes to international ecommerce expansion.

Failing to properly localise a website to be in line with local conventions will not only impact how users perceive a brand and feel about using a website, but ultimately effect how likely they are to buy from it at all. Did you know that German customers expect a wide range of payment options to be available including bank transfer, direct debit and invoice for payment after they receive an order? Did you also know that Japanese customers require input fields for two different scripts when entering their name? Or that French users expect SEPA (single euro payments area) compliant payment options when inputting bank details? Oban Digital has reviewed a number of sites over several ecommerce marketplaces, including Japan, Canada, France, Germany, Australia and the UK to assess…

How mobile marketing can support bricks and mortar retail

Did you know that 1 in 3 online purchases during this year’s Black Friday were completed on a mobile device? Mobile is now considered a channel in its own right – which is great news for offline retail. That’s right, offline retail. Contrary to what you may think, mobile commerce does not spell the end of real world shopping, it can actually save it! Merchants who understand that a consumer’s dollars are green no matter where he or she buys, and are able to communicate with them as they constantly move across multiple touchpoints – will reap the rewards. Thanks to mobile, that movement can be glued together. Here’s how:

Targeting users based on their location

One of the major components of a perfect marriage between the physical and digital worlds…

Making a brand meaningful

According to the 2015 Meaningful Brands research by Havas, most people would not care if 74% of all brands disappeared for good. This should be a wake-up call for the majority of brands. The marketing landscape is continuously changing and digital technology is developing faster than ever. It will come as no surprise, that some businesses fail to keep up with these trends.

Most of the problems that brands face nowadays result from problems in marketing communication. Many marketers have not updated their strategies to today's consumers who are more demanding in terms of customers service, less loyal to favorite brands and more resistant to traditional marketing messages.

December is usually the time when most companies sum up the whole year and prepare for the upcoming months.

1. Ad blocking will continue to grow

Users that use ad blockers…

One measure of how well you’ve infiltrated your brand into a local culture is how successfully you can align it with local holidays

Seasonal holidays are emotive times, whether it’s a country’s national independence day, saints’ day carnivals, New Year or the mid-autumn festival celebrations in parts of Asia. Getting the seasonal celebrations right is a big part of aligning your brand with local cultural values and engaging with your audience during a significant time in their calendar. Gift exchange and shared meals are often a big part of festivities and for many brands that represents a big opportunity for sales. Get the holidays right and you have a chance to really bring your brand into every household.

Big brand holiday case studies

KFC is a brand that has managed to transcreate itself with particular success into Japan. The fried…

UI Design Principles That Every Mobile App Developer Must Abide By

User Interface and user experience go hand in hand and as a designer, you can ensure exceptional UI for your mobile app only when you follow some tried and tested UI design principles. The user interface design for a mobile app is different than web and hence, must be approached in a different manner.

Some principles to follow while designing a mobile app’s UI

It is always advisable to stick to certain principles that are accepted by the designers’ community and aid in designing an appealing user interface. Such a user interface not only attracts the user but also helps retain them in the long run. Consistency of the design layout: Different sections of the app must be coherent in design, and there must be a consistency in the…