Scoping out business requirements for marketing production: Five common mistakes

There is little doubt that technology has a role to play in streamlining and enhancing marketing production. However, from the decision to implement one of these systems, through to its implementation, there are five critical issues that need to be dealt with to ensure its successful deployment, adoption and usage.

Gathering the business requirements for such a solution can be a challenging task that can dictate the success or failure of a project.

The solutions available, digital asset management, content...

By Tammy Michalek, 10 August 2017, 0 comments. Categories: Advertising Technology, Best Practice, Content Marketing.

Identifying your top brand advocates – by filtering the recommendations

Do all recommendations carry equal clout? The short answer is no - but by taking a closer look at who is saying what, it is possible to identify your top brand advocates.

With so many purchases being fuelled by recommendations from friends and family, it is easy to see why word-of-mouth marketing is such as powerful force. After all, who hasn’t booked a holiday, visited a restaurant, watched a TV show or had their car serviced at a local garage after hearing about a positive experience from someone they...

By Chris Cowan, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Data-driven marketing.

Building the consumer relationship for brands and publishers: It’s all a question of trust

Recent research from Reuters reveals most people don't trust the mainstream media and are even more suspicious of social media.In addition, research from Rakuten Marketing suggests people increasingly see advertising as being linked to fake news and mistrusted content.

Whilst lack of trust is damaging the relationship between consumers and brands, 

By Jon Cornwell, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Customer Experience, Publishing.

Is your WordPress blog’s traffic poor? Here's why

Having issues with traffic to your WordPress blog? In all honesty, you aren’t alone. The Internet is a vast, chaotic place - it’s all too easy to get lost in the noise.

Here’s the thing. That old saying, that if you build it, they will come? That doesn’t apply to the Internet. If you want people to visit your site, you need to make the effort to bring them in - which means you need to evaluate where you might be going wrong in terms of traffic.

Your content is poor

It should go without...

By Max Emelianov, 14 July 2017, 0 comments. Categories: Content Marketing.

Harvard analysis: which is better, PowerPoint or Prezi?

Everyone knows PowerPoint. The presentation software is quite simply one of the most ubiquitous and well-known business tools in the world.

From school to tech conferences, the average person has likely sat through a staggering array of PowerPoint presentations in their life.

Is the reason behind this ubiquity the fact that the software is so well established and people don’t that any alternatives exist? Or, is it because PowerPoint is the best option?

Well, the big brains of Harvard’s Department...

By Colm Hebblethwaite, 06 July 2017, 5 comments. Categories: Content Marketing.

How CX is spearheading marketing transformation

The changing expectations of the customer is forcing many organisations to rethink how they market their brands, their goods and their services. How they are going about this could be referred to as marketing transformation. Akin to digital transformation, marketing transformation is concerned with bringing value to customers via a better and fuller customer experience (CX).

To provide better CX, you need to create a holistic and unified experience...

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.