Marketers preach the importance of localisation – yet many not backing it up

As marketers increasingly look to segment their customer base into smaller and smaller distinct units, localisation becomes a key part of any country spanning campaigns.

Ask any marketer about localisation and they will likely tell you that is an important way of engaging consumers. A new survey by translation technology and services company SDL, however, shows that there can often be a discrepancy between what is said and what is done.

While 94% of the marketers surveyed agreed that un-localised content can...

By Colm Hebblethwaite, 22 June 2017, 0 comments. Categories: Content Marketing.

Why webinars are a key martech channel for sales enablement

As early as the 1990s, Microsoft and other tech companies were offering primitive web conferencing and webinar software options – but this soon ballooned into an industry in its own right.

Webinars and virtual meetings used to be a quick and easy way of connecting with geographically dispersed teams, delivering integrated internal communications, and providing training no matter the location. But their use in sales and marketing now means they are a powerful tool for business growth, and can be a key...

By Dan Purvis, 20 June 2017, 0 comments. Categories: Content Marketing, Data-driven marketing, Email marketing.

Global Alliance for Creativity and Entertainment aims to reduce online piracy

30 content giants from across the world have come together to try and tackle the problem of online content piracy.

The Alliance for Creativity and Entertainment (ACE) lists its main aim as ‘protecting the dynamic legal market for creative content and reducing online piracy’.

Members of the coalition include such heavy-hitters as BBC worldwide, Amazon, MGM, Sky, Sony Pictures Entertainment and Twentieth Century Fox.

The last half decade has seen an explosion in investment...

By Colm Hebblethwaite, 13 June 2017, 2 comments. Categories: Content Marketing.

Influencer marketing - is the hype justified?

Influencer marketing is one of 2017’s hottest topics, and one of the fastest growing segments in marketing.

It has been proven that influencer marketing offers a much higher return than conventional media channels. This does not come as a surprise though, as the new stars of social media, the so-called influencers, have an important impact on the purchasing decisions of their followers.

Their loyal community of fans trusts the recommendations of their...

By Jan Homann, 13 June 2017, 1 comment. Categories: Content Marketing, Social Media Marketing.

How market segmentation and profiling can boost membership numbers

No business can succeed if its marketing strategy is aimed at anyone and everyone. This is especially true for membership and subscription-based organisations with diverse target audiences.

After all, two people who support the same charity or advocacy group for example, will not necessarily sign-up for the exact same reason. One may be a passive supporter who is simply interested in staying up-to-date and aware of certain initiatives. While the other may show more active support and get involved in the...

By Jason Lark, 31 May 2017, 0 comments. Categories: Content Marketing, Customer Experience.

The 2017 EMEA webinar benchmarks report

Webinars are the best tool we have to engage audiences and communicate information. Marketers use them to drive leads, generate pipeline, and nurture prospects through every stage of the buying cycle. But are we getting them right?

This whitepaper from on24 assesses statistics across the entire lifecycle of a webinar to help assess what needs to be done to make webinars truly stand out.

By James Bourne, 19 May 2017, 0 comments. Categories: Content Marketing.

Finding key audience lookalikes

The initial challenge for any brand is to get any customers at all. Unless you have a revolutionary product that solves a widely-held need in a novel way or operate in a non-crowded market, getting anyone at all to buy your product can be considered an achievement.

Once you get some customers, you are going to want to try to create a core group of people that keep coming back and perhaps even advocate you to others.

If you succeed in creating a core audience, the question becomes: do you try and market to a...

By Colm Hebblethwaite, 15 May 2017, 0 comments. Categories: Content Marketing.

How contextual marketing will help your brand

Brands today operate in the most dynamic and data-driven marketplace that has ever existed. The ubiquity of devices, coupled with a hyper-connected culture has changed the fundamental nature of consumer-brand relationships.

Technology proliferation and unprecedented choice has redefined consumer expectations and what brands can provide.

This new cohort of consumers have earned the label of “entitled” – they expect relevant communications that speak directly to their needs in any given...

By Christopher Baldwin, 15 May 2017, 0 comments. Categories: Content Marketing, Data-driven marketing.

Four ways to improve calls to action

No marketing activity is complete without asking the customer to do something.

‘Buy now’

‘Sign up here’

‘Pre-order now’

Brands usually place these calls to action (CTAs) at the end of a piece of content in the hope that customers who relate to that content will go on to perform a specific act. 

CTAs may have changed over the years, but the end goal hasn’t: put the right message in front of the right people at the right time, so they know what to do next.


By Tasin Reza, 03 April 2017, 0 comments. Categories: Content Marketing, S-Commerce.

As content rains, context must reign

For marketers in the B2B arena, engaging with the C-suite has never been more challenging.

A clear majority of senior business decision-makers are significantly time-poor, with three-quarters claiming “there aren’t enough hours in the day to do all I’d like”.

As a result, they possess a very limited media repertoire, restricting marketers’ potential points of contact. To confound matters further, of the few media channels that they do access, most are unreceptive to the...

By Paul Phillips, 21 March 2017, 0 comments. Categories: Advertising, Content Marketing.