How can marketers adapt to the recent Facebook algorithm changes?
Following Mark Zuckerberg’s personal post on Facebook’s recent newsfeed changes, the social network’s share price fell as much as 6.1 percent.
With Facebook’s key advertising space for brands reverting back to its original purpose (actual, personal news from friends and family), the brand marketers who have relied on in-feed advertising to drive traffic and revenue must now reconsider how to engage with audiences through this pillar channel.
But more than anything, organisations must...
Timeless content or a one-hit-wonder? Making your content work harder
Five years ago, brands were asking how they could mature their marketing strategy, creating engaging and meaningful content that really captivates their audiences. Today, brands are spending a lot of money on this content; often with huge success.
But others have found that even well-funded, quality content can be something of a one hit wonder, providing only short-term value.
The question is around how brands can extend the lifecycle of their content, to deliver longer term value for themselves beyond...
UK small businesses planning to increase marketing spend in 2018/19
The average UK SME owner will be putting around 16% of their 2018/19 on marketing, according to a study by performance marketing network affilinet.
The company polled 1,394 SME business owners in the UK who had set up their business in the last five years. Half of them were planning to up their marketing spends as a direct result of seeing their competitors get high levels of return on their own spending.
32% of respondents said that their plan to increase marketing spend was the result of a successful year...
Prioritising mobile first design
Mobile first design is not a new concept.
It has been around for more than a decade and it’s used to refer to the strategy of designing and developing digital experiences for mobile devices at the very start of a project; rather than the traditional approach of first designing for desktop and consequently for mobile.
However, the term is possibly more relevant in the business world today than ever before.
As the information we consume online reaches us faster, wherever we are and as the growing use of...
Google extends AMP with new story format
Google’s Accelerated Mobile Pages (AMP) was initiated as a project to improve the performance of mobile web pages. The project has so far mostly focused on making loading and rendering for existing text-heavy articles such as those found on news sites or cooking blogs.
The company is now looking to extend the project beyond this with the launch of the AMP story format.
On mobile, users tend to browse a lot of articles, but only engage with a few in-depth. This is because the majority of articles on the...
Gen Z engaging with 10 hours of online content a day
One fact has become indisputable in the last few years: the British population is addicted to digital content. According to research by Adobe into the UK’s content consumption habits, millennials spend an average of 8.5 hours a day reading, watching, creating and engaging with content on their devices.
If this sounds high, it is above the UK average of 6.9 hours, but well below that of the generation below them. According to the research, Generation Z spend a whopping 10.6 hours engaging with online...
Convergence communiqué: Designing your story based on media and message (part two)
Are you watching The Crown, a biographical series on Netflix about the reign of Queen Elizabeth II of the United Kingdom? Wrapped within this historical story, there is a marketing lesson to be learned.
Even the most steadfast, traditional “brands”, such as the British Royal family, need constantly to review their messaging – without being blinded by preconceived internal and external beliefs – and to understand how their messaging is being perceived and viewed by the end users, in this case the...
Three ecommerce content marketing lessons from Etsy
In a recent interview with The Telegraph, Josh Silverman, the new CEO of global craft marketplace Etsy, discussed giving the company a much-needed shake up.
As part of a lean new marketing strategy, Silverman has reportedly scrapped any activities that aren’t likely to immediately grow sales for Etsy’s vendors – including TV advertising – to focus on driving performance instead. These changes are already benefiting the business, with the share price reporting a
Creators should look to blockchain to monetise digital video content
Content creators know that video can drive discovery, discussion, and consumption in authentic and innovative ways where other forms of content can fall short. These videocentric, highly-engaged audiences are highly prized by brands and publishers alike. They are influencers, they have disposable income and their appetite for compelling stimuli is insatiable.
Creators that can reach these audiences are in an incredible position to generate revenue from those brands, if they can align a brand with the right...