Why preparing lasagne is like developing a digital marketing plan

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If you think about it, lasagne is not only a perfect food – well, maybe pizza is better – but also a perfect analogy to assist you in developing a near perfect marketing plan.

Consider the following. When developing your marketing plan, you need to first envision the scope, the universe, the market that supports your goals and objectives. Budget, cost outlay, and market spend must also be serious considerations. Marketing demographics, personas, diversification,...

By Thaddeus Kubis, 03 February 2016, 0 comments. Categories: Best Practice, Customer Experience, Social Media Marketing.

Measuring social: Why your follower count is deceiving you

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You might think you’re a social media guru. Your brand might have even amassed a quarter of a million followers on Twitter. But what is all this worth, if your followers don’t care about what you’re saying?

This is why, and I hate to break it to you, I believe follower counts are a vanity-driven, mostly useless metric.

Many businesses who adopt social media lean towards viewing success on the platforms as a numbers game. I understand this. We’re

By Mark Mars, 29 January 2016, 1 comment. Categories: Branding, Social Media Marketing.

Speeding up the social media evolution for business growth

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Cast your mind back five years ago to when social media was just starting to enter into business vernacular. The idea that social could be used as a tool to speak directly to customers was so new that many marketers just dived right in with a “do first, figure the rest out later” approach.

More often than not, no metrics or KPIs were put in place to measure the impact of social activity. There was just a vague sense from within the business that if everyone else was...

By Fabrice Etienne, 28 January 2016, 0 comments. Categories: Social Media Marketing.

Social advertising rises 50% in final quarter of 2015

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Spend on social advertising rose 50% in the last quarter of 2015 compared to the same period last year as the maturation of the market and its offerings prompted huge growth.

The figures are based on Kenshoo’s analysis of more than 550 billion impressions, 11 billion clicks and $6 billion in advertiser spend made through its Infinity Suite, and show that social ad spend was fuelled by a number of changes in the market. These included the introduction of new ad types such as...

By Liz Morrell, 27 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Twitter expanding from 140 characters: Why it won’t solve the growth problem

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It has practically been an unmissable story: Twitter is set to expand its offering to more than 140 characters per tweet. To what exactly, nobody is sure. Re/code, who originally reported the story in September but came back to it on January 5, believe it is 10,000 characters, the current amount users are allowed per direct message.

Jack Dorsey, Twitter CEO and co-founder, posted a missive on January 6 which was low on specifics but high on intent. “We’ve...

By James Bourne, 08 January 2016, 0 comments. Categories: Social Media Marketing.

Lithium adds new features to Community Health Index

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Lithium Technologies has expanded its analytics portfolio with the addition of two new features to its Community Health Index.

The first, Value Analytics, pulls data from brands’ communities to provide marketing and service/support data such as Net Promotor ScoreSM, customer satisfaction and call deflection to enable companies to then ensure that their communities are driving actual business results.

The second feature, Lithium Cohort Benchmarking, allows brands to benchmark...

By Liz Morrell, 06 January 2016, 0 comments. Categories: Social Media Marketing.

Who goes there?, or, Your most important marketing resolution for 2016

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In 1938, John W. Campbell, under the alias Don Stuart Jr, presented to the world one of the very best science fiction stories of all time: Who Goes There? This novella, converted to multiple film versions, presents a creature from a world beyond the Earth that, when it devours its prey, can shift to its prey’s shape, memories and personality, while still retaining its own personality.

I see this creature as analogous to the various demographic segments that rule marketing...

Three steps to finding the right influencer for your brand

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In many ways, influencer marketing is already a well-established practice; 84% of marketers planned to include influencer marketing in their strategy this year. Yet when I speak to brands, it is clear that they are spending millions on influencer marketing without the tools to make educated decisions and run effective campaigns.

Until recently, choosing an influencer for a campaign required spending...

By Guy Poreh, 23 December 2015, 0 comments. Categories: Advertising, Best Practice, Branding, Campaigns, Social Media Marketing.

Third of marketers don’t believe social media is important

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Nearly a third of respondents to a new survey by The Internet Advertising Bureau UK (IAB) said that they don’t believe that social media plays an important role in the marketing function, proving that the discipline still has some maturing to do.

The study of behaviour and attitudes towards social media amongst 180 agencies and brands for the IAB by ICM Research showed that as...

By Liz Morrell, 17 December 2015, 0 comments. Categories: Advertising, Social Media Marketing.

Social commerce tops marketing trends for 2016

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With 2016 now just weeks away, marketers are turning their attention to new year planning with a new study revealing the biggest trends and anxieties marketers will face in the coming year – with social commerce topping the list.

The study of 100 UK marketers by digital marketing agency Greenlight, suggests that more than half of marketers (52%) believe that social commerce...

By Liz Morrell, 14 December 2015, 0 comments. Categories: Advertising, Commerce, Social Media Marketing.

Opinion: Facebook could take over social video

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As brands are increasingly using video to engage with audiences, we are seeing more and more social media networks building video into their platforms. We are also seeing a great deal of innovation to help those videos get seen by more people. YouTube has always been the dominant player for video, but we are seeing a huge push from other networks to do more with video, most of all Facebook. Could they...

By Jake Ward, 08 December 2015, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

Smarsh and Hootsuite alliance aims to help marketers keep better track of social content

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Those struggling with keeping track of their published social media content are likely to welcome a new partnership between archive platform provider for compliance and e-discovery Smarsh and social media management platform Hootsuite.

Users of Hootsuite – who currently total more than 10 million – are able to retain and supervise all their content using The Archiving Platform from Smarsh. As well as supporting communication channels such as email the tool works across a...

By Liz Morrell, 03 December 2015, 0 comments. Categories: Content Marketing, Social Media Marketing.

Marketers missing a trick with Instagram advertising, research reveals

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Forget traditional Christmas lists since customers are getting more visual than ever. New research suggests that nearly 41% of Instagram users have used the social media tool to drop hints to friends and family about what they want for Christmas.

More than half (57%) of the 1,000 respondents surveyed in a report commissioned by digital marketing agency Greenlight have used it to gain inspiration when gift buying and one in three have bought items after seeing them on Instagram.

And...

By Liz Morrell, 25 November 2015, 0 comments. Categories: Advertising, Branding, Commerce, Social Media Marketing.

Instagram announces Instagram Partners programme, boosts advertising options

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Instagram has announced an initial set of 40 partners to help advertisers of any size find best in class technology partners to work with on the platform.

The Instagram Partners programme is a set of experts who have been vetted by Instagram and deemed to be capable through their propriety tools of helping in one of three key areas of expertise on the platform. These include ad tech, community management and content marketing.

Instagram has revealed that early results have already...

By Liz Morrell, 20 November 2015, 0 comments. Categories: Advertising, Social Media Marketing.

The infographic: A viable marketing tool, or meaningless nonsense?

I first wondered about the future of the infographic over three years ago. Every time I logged onto my preferred social network, I was inundated with facts and figures presented to me in an image based format. It’s fair to say that in its infancy, the infographic was an exciting new way for marketers to capture an audience hungry for visual content. Three years ago it seemed as though brands were transforming any words or facts they could into pictures. Anything could go viral, even if it had no...

The implosion of a brand: A social media analysis of the Volkswagen emissions scandal

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When a crisis breaks, brands need to react quickly to assess the extent of the damage.  How quickly is it spreading? Who is talking about it? How far has it spread? Sometimes news hasn't spread very far yet, and the impact can be contained. But sometimes, news spreads far and fast, especially on social media networks such as Twitter. A recent example of this happened to car manufacturer Volkswagen.

On September 18, the EPA announced that Volkswagen...

By Jenn Deering Davis, 17 November 2015, 0 comments. Categories: Best Practice, Branding, Social Media Marketing.

Making social media human: 10 important tips for brands

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Consumers are increasingly engaging with brands via digital means, thanks to the proliferation of connected devices and online services. This means that brands are increasingly required to interact with customers via digital interfaces and new technologies.

In many cases, social media has become the front line for a customer’s relationship with a brand. But the danger with having only these kinds of interaction is that, without careful consideration, the customer experience can...

By Ranzie Anthony, 13 November 2015, 1 comment. Categories: Branding, Social Media Marketing.

Salesforce launches on Pinterest as marketing developer partner

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Salesforce is to launch a new set of tools that will enable marketers to engage and connect with customers on Pinterest after being selected as a Pinterest Marketing Developer Partner for content publishing.

The new tools will be available on Pinterest via Salesforce’s Social Studio capability and will mean that marketers are now able to do a number of things – from composing, previewing, scheduling and publishing Pins across Pinterest accounts as part of a broader...

By Liz Morrell, 12 November 2015, 0 comments. Categories: Social Media Marketing.

Humanising social: It’s not about B2B or even B2C – but people to people

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The human experience is a unique one, rich with emotions and complications. Brands have been trying to imitate and relive experiences that define who we are, from some of the earliest campaigns. From the first time you ride a bike, to your first kiss, companies like Coca-Cola have been finding different ways to connect with their audience since the 1920s.

With the onset of social media, more and more brands are being asked...

By Lidia Luttin, 09 November 2015, 0 comments. Categories: Branding, Customer Experience, Social Media Marketing.

How do you ensure you create a killer social brand?

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Brands know that social plays a critical role in their marketing efforts – but are they doing enough to create a killer social brand? The latest rankings suggest that traditional brands at least have some catching up to do on their technology focused peers. The Lithium Social Power Ranking lists the top 50 global brands that use digital strategies to connect, build trust and create the ultimate customer experience and have Microsoft, Amazon, MTV, Facebook and Google in the top five...

By Liz Morrell, 03 November 2015, 0 comments. Categories: Branding, CRM, Social Media Marketing.