Consumer reviews - the powerful weapon driving customer acquisition

For consumers, trust matters.

There have been countless surveys that support the notion that online reviews are the number one most trusted source for accurate product information. Whether consumers are looking for bike or a restaurant to eat in, the opinions of other consumers are often the first port of call.  

Love them or hate them, consumer reviews are here to stay and how you manage your reviews strategy can have a significant impact on your brand reputation, customer advocacy and revenue.

In an...

By Jon Buss, 12 June 2017, 0 comments. Categories: Data-driven marketing, Search Marketing.

The challenges of marketing via voice recognition technology

Digital marketing strategy is transitioning away from a ‘type-only’ search model, fuelled by the proliferation of voice-enabled digital assistants such as Amazon’s Echo, Google Home, Apple’s Siri and Microsoft’s Cortana.  Digital marketers have been responding to the trend by focusing their efforts in areas such as optimising brand visibility in Google snippets to respond to the rise in voice-search question asking.  Brands are now being offered even...

By Huw Morris, 06 June 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Search Marketing.

Four ways user data can inspire Google-relevant redesigns

It’s not just SEO hype — search is becoming more data-driven, and metrics like goal conversions and user engagement are more important than ever.

All signs point to a shift in how we use search engines to navigate the internet. Google’s Knowledge Graph, Knowledge Vault, and Accelerated Mobile Pages projects, for example, are clearly designed to provide snippets of data to mobile users. This is...

How the digital marketing industry is closing the skills gap

The digital marketing industry has been caught up in the midst of an on-going cross-industry digital skills gap over the last few years. With thousands of extra workers required to fulfil demand it’s imperative that the industry take steps to help close this gap from within.

Last year a Government report highlighted the gulf between the number of skilled workers in Britain compared to both the required sum and the state of the rest of the...

By Michael O' Flynn, 30 May 2017, 2 comments. Categories: Best Practice, Search Marketing, Social Media Marketing.

What brands need to know about Google Lens

From what we’ve seen so far from this year’s Google I/O conference, it’s clear that Google is betting big on AI, and connecting different technologies.

As part of this, there’s been a strong focus on phones and the mobile experience, as there has been for the past few years.

One of the key features of any phone is the camera – as Snap put it in their IPO documents, the camera is the starting point for a user on mobile, just as the cursor or search box was for desktop. 

visual...

By Dan Calladine, 19 May 2017, 0 comments. Categories: Search Marketing, Video & Audio Marketing.

The SEO faux pas in McDonald’s ''that place where Coke tastes so good" campaign

When one of the world's leading companies achieves 4 million hits on YouTube, you can bet that everyone is lovin' it.

Especially the ad agency that came up with the idea of the Hollywood star Mindy Kaling, endorsing another brand, Coca-Cola, and linking it all to Google search.

So why are so many people in the SEO community spluttering on their drinks over the TV and online campaign designed to drive online search? At first glance the ads seem to show a perfect pitch and a nod to all users of modern...

By Simon Schnieders, 02 May 2017, 0 comments. Categories: Search Marketing.

Young people happy to share personal data for more intelligent search

New research from Epiphany has delved into the attitudes of different generations when it comes to sharing data and shopping online.

32% of the 18-24 year olds surveyed use social media for research with the intent to purchase, compared to 13% of 45-54 year olds.

25% of 18-24 year olds reported using video content on sites like YouTube for detailed product and service research.

“The research has uncovered some interesting behavioural themes that I expect we’ll see...

By Colm Hebblethwaite, 20 April 2017, 0 comments. Categories: Search Marketing.

Insights are not fit for purpose

Global digital advertising spend hit $178bn last year, according to IPG’s Magna. This year, internet ad spend is even expected to overtake TV ad spending.

Today, around $500bn is being spent on global advertising per year. Yet, fast-forward to a world where all media are digital media, growing fast, and it is not hard to imagine the overall pie growing to a total $1,000bn.

But what if all of this money was not spent but, rather, invested?

What is the difference? Let me explain.

Making sense of it all

Data has always been the fuel...

By Vincent Potier, 29 March 2017, 0 comments. Categories: Advertising, Advertising Technology, Search Marketing.

A guide to making the most of your own digital tools: Email, social, and more

Developing a free digital tool that offers value to your customers can be great for your business. A useful tool can make you indispensible, more visible and present your business as an industry authority. They also are great for SEO by increasing site traffic and when used for link acquisition.

Online tools appear in all sorts of industries, from tools for improving your digital marketing efforts, payroll calculators, or tools that helps you visualise the bedroom you want to decorate before you buy the...

By Adam Blackford-Mills, 17 March 2017, 0 comments. Categories: Email marketing, Search Marketing, Social Media Marketing.