What to spend where? Making sense of marketing attribution

“Half of my marketing works,” the old saying goes, “I’m just not sure which half.”

Therein lies the problem that marketing attribution seeks to address. But successful attribution is trickier than the quote above suggests. The fragmentation of channels across an ever-growing digital landscape means that marketing efforts are rarely split in half (or thirds, or quarters); gone are the days of picking between newspapers and radio or TV and billboards. 

Over...

By David Cole, 04 July 2014, 1 comment. Categories: Advertising, Brands, Industry, SME Tips.

Marketing budgets at record jump, according to IPA Bellwether Report

The latest edition of the IPA Bellwether Report, the quarterly document of marketing budgets published by Markit Economics on behalf of the IPA, has revealed that marketing budgets have seen their biggest increase in 14 years.

The report is certainly one of the more positive to hit the stands, according to the IPA – and the figures certainly show why.

A net balance of 20.4% of companies registered an increase in budgets during Q114, ahead of Q413’s number of 11%. This number smashes the survey...

By James Bourne, 17 April 2014, 0 comments. Categories: Advertising, Industry, Research, SME Tips.

How one press release got first page Google love in less than 24 hours

There’s a lot of debate these days about whether online PR can be effective in a world of overhauled search algorithms, social media pushes, and a fast pace that generally pushes big news off the front page almost as soon as it comes about. A Naples, Florida based SEO company has evidence that there is still a place for good PR and online press releases, bringing home some excellent results for a low investment through a news release within a mere 24...

By Maciej Fita, 04 April 2014, 0 comments. Categories: Branding, PR, SEO, SME Tips.

Less than half of SMEs are investing to improve their web presence

Research released today by Browser media has revealed that while the majority of smaller businesses acknowledge their website is critical to their business, less than half have any budget to improve their online presence.

The research, which spoke to 188 SME owners and managers at The Business Show in December, found that 79% of SMEs said their website was “critical or very important”. However only a quarter (28%) of respondents said they were happy with their company’s SEO ranking on...

By James Bourne, 03 April 2014, 0 comments. Categories: SME Tips.

When longer is better: Using phrases in brand naming

When product or company naming, I can’t tell you how many times a client will ask us for a brand name that’s as short as possible.

One or two syllables. Six letters or less. Whatever. And while occasionally there are circumstances where brevity might be called for (unusual packaging constraints, for instance), sometimes (in fact, lots of times) longer is better.

Not longer alone, mind you. But if the choice is between a...

By CatchWordBranding, 02 April 2014, 0 comments. Categories: Branding, Brands, SME Tips.

Socialbakers CEO claims there is a “witch hunt” against Facebook

The CEO of social analysis tool provider Socialbakers, Jan Rezab, has claimed that people are trying to create a “witch hunt” against Facebook amidst a research note from Forrester exec Nate Elliott claiming that Facebook was continuing to fail marketers.

In a blog post on his personal site, Rezab derided Facebook bashing as “cool and trendy” and “click bait”, adding the general consensus of Facebook’s marketing – lack of organic reach, lots of fake fans –...

By James Bourne, 25 March 2014, 0 comments. Categories: Advertising, Brands, Facebook, SME Tips.

Responsive navigation: Design ideas for your business

Recently, i’ve been working on creating a ‘dump’ of responsive navigation ideas in order to make it a little easier for me and the rest of the team, when it comes to creating a responsive design.

In order to do this I have had to do a fair bit of research into what’s hot right now and how I can push the boat out a little to create some more interesting responsive navigation’s. It’s been interesting seeing what else if out there. Hiding the nav behind the...

By Gareth Crew, 13 March 2014, 0 comments. Categories: Brands, Design, SME Tips.

Opting for omni-channel: Picking the right platforms for PR

The number of social media channels and apps continues to rise exponentially. So, it’s easy to feel like you’re drowning in a sea of hash tags and angry birds.

As we’ve always argued at Aspectus however, the key is to avoid bombarding potential clients with every channel under the sun and to be more selective in terms of the social tools being harnessed.

The benefits to this approach are outlined in a new...

By Alastair Turner, 10 March 2014, 0 comments. Categories: Mobile, PR, SME Tips.

Nine in 10 SMEs don’t have a mobile-friendly site, research shows

Here’s a potentially worrying research statistic: 91% of websites for small and medium businesses are not accessible through mobile devices.

The top line result of the UK survey, from website platform provider BaseKit, may not come as much of a surprise given the company’s business.

Yet the result is still a worry, especially given the prevalence of mobile in retail operations from the consumer’s perspective.

The research also found that less than one in five (18%) of the 510 SMES surveyed...

By James Bourne, 06 March 2014, 0 comments. Categories: Brands, Mobile, SME Tips.

Is Deborah Meaden right about PR budgets?

“If you spend less than £3,000 a month on PR, you might as well not spend any money at all.”  This extremely bold statement spoken by fiery Dragon’s Den entrepreneur Deborah Meaden was used to dismiss a pitch from Vini & Bal’s, an Indian sauce company on the hit BBC show.

Meaden announced that she was ‘out’ because the £50,000 requested by the budding entrepreneurs was barely enough to cover what she believed should be spent on public relations. As essential and...

By Kristin Hodgkinson, 05 March 2014, 1 comment. Categories: PR, Reputation, SME Tips.