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 idols. Influencer marketing done right benefits from...

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

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.

It...

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.

Why marketers have to engage with the right content – and build emotional connections

The entertainment award season is now in full swing; brands are embracing real-time marketing and gearing up for social war rooms. Marketers are increasingly realising the value of engaging with customers ‘in the moment’ as events unfold so they can be part of the conversation and ride relevant trends.

Timing is absolutely key and the availability of marketing tech tools and data has enabled marketers to make intelligent decisions around when it is best to activate content and reach audiences in...

Branding for the heart and the brain: Getting the typography right

The success of a brand today hinges on its ability to speak to its audience in a voice that can be heard clearly. Brands must compete not only with other brands, but also with the ever-changing contexts in which their brands might be seen. In our increasingly brand- and smart device-saturated world, this can be as challenging as humming a tune in Times Square and hoping that pedestrians strolling around the Village will hear and sing along.

Typography is the voice of a brand

By Nadine Chahine and Jonathan Dobres, 09 March 2017, 0 comments. Categories: Branding, Content Marketing.

How rich content is helping to build brands across the connected world

Over the years, we have seen manufacturers using all available technologies to aggregate and publish various types of enhanced information about their products. While rich content may not be new to most brands, product manufacturers and retailers in the eCommerce world, it continues to help boost conversions and to connect at a deeper level with their consumers.

Rich product content – which can include photos, videos, interactive tours, 360 views, comparison charts, Q&As and product selectors, has...

By Chris Bosworth, 06 March 2017, 0 comments. Categories: Branding, Content Marketing, E-Commerce.

Could no audio kill the video star? Analysing a key video marketing trend

Opinion Last Christmas saw some of the most compelling and creative story-driven advertising ever. H&M enlisted Wes Anderson. John Lewis broke away from sentimentality and embraced humour. And Burberry paid big money to get Hollywood A-list actors to tell the story of their founder. Yet, while many of these adverts would have been watched on TV, an unprecedented number of views (and repeat views) were online, on mobile, and without sound. For many brands, that’s a problem. Now every video...

By Rob Cootes, 02 March 2017, 1 comment. Categories: Content Marketing, Customer Experience, Video & Audio Marketing.

A seven step guide to driving your digital roadmap

Digital transformation is not easy, but must succeed if enterprises are to embrace the challenge of digital disruption and continue to create value.

Rapid advancement in technologies, powering web and mobile experiences, has allowed resourceful startups to disrupt well-established business models across many industries. By leveraging digital technologies, startups are redefining what it means to be best in class at every stage of the value chain.

But just having access to the technology is not enough. Equally...

By Daliso Zuze, 23 February 2017, 0 comments. Categories: Content Marketing, Customer Experience, Data-driven marketing.

Hootsuite acquires LiftMetrix, aims for greater social ROI

Social media management platform provider Hootsuite has announced the acquisition of analytics firm LiftMetrix to further bolster its portfolio and give organisations greater insight into their social campaigns.

The two companies have been partners for several years, with LiftMetrix being one of the primary players in Hootsuite’s open partner ecosystem – and with return on investment (ROI) practically a necessity in today’s marketing landscape, the deal makes sense in terms of getting as...

By James Bourne, 22 February 2017, 0 comments. Categories: Content Marketing, Mergers and acquisitions, Social Media Marketing.

New report assesses content marketing best practices and why “age of infographics is dying”

(c)iStock.com/trumzz

Content, content, content; it’s the mantra which every marketing team worth its salt today lives by. Yet focusing on quality over quantity should be the defining factor, according to a new study released by B2B analyst firm Clutch.

Almost 80% of the 300 survey respondents in the report agreed that increasing their company’s online visibility is the main goal of content marketing campaigns compared to the rest who prioritised lead generation. But how much is too much before you...

By James Bourne, 15 February 2017, 0 comments. Categories: Content Marketing, Search Marketing, Social Media Marketing.

JC Oliver: On ‘disruptive permission’ and changing the face of advertising

“No-one needs more advertising,” Jonathan 'JC' Oliver, chief creative officer at Unlockd, explains. “There’s a lot of shit advertising in this world, and for whatever reason, businesses feel like because the inventory is there to push ads, the more we put into the system, the more we’re going to get out – and that’s not the case.”

This was, in essence, the opening to Oliver’s speech at the NOAH Conference in London last November. Since then – in...

By James Bourne, 13 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Content Marketing.