Marketing in digital
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Marketing in digital
Exploration through the world of digital marketing
Curated by Tom Hall
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Can retailers bring personalisation from clicks to bricks?

A personalised online shopping experience powered by simple data collection is rapidly becoming a must-have for retailers.

In the past year alone, there was a spike in customer expectations for personalisation across all shopping channels and it became critical for retailers to innovate in terms of customer experience in order to keep those shoppers engaged.

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Artworks | Bridging back to commerce

Businesses need to rewire to be relevant. Dylan Williams, global chief strategy and innovation officer at Publicis Groupe, says a “culture-back” approach is required
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Premier Inn’s superior multichannel experience

Premier Inn’s superior multichannel experience | Marketing in digital | Scoop.it
Premier Inn has topped the latest Multichannel Benchmark study from eDigitalResearch, which compared 17 online travel websites and their respective desktop sites, mobile sites and mobile apps.
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Shazam: from gimmick to major player

Shazam: from gimmick to major player | Marketing in digital | Scoop.it

At the beginning of September 2013, Shazam announced a huge milestone: the 10 billionth use of the music identifying app.


The song: Lady Gaga’s ‘Applause’. The man: some guy in New Jersey who was officially the last human being in the Western world not to recognise Lady Gaga.

 

If you’re unaware of Shazam, quite simply it’s an app that you can use to identify a song you don’t know the name of that’s playing in any location (as long as it’s audible) in a matter of seconds. The process is called ‘tagging’.

 

Shazam currently processes more than 100m tags a week, this is 150% more than a year ago, and currently has more than 80m global users.

 

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Is your digital marketing 'lost in translation'?

Is your digital marketing 'lost in translation'? | Marketing in digital | Scoop.it

The ultimate differentiator for businesses isn't product or brand. It's the one thing that can't be copied or stolen: relationships with customers.

 

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Pinterest Will Start Showing Ads As Traffic Keeps Growing But Shifts To Mobile | TechCrunch

Pinterest Will Start Showing Ads As Traffic Keeps Growing But Shifts To Mobile | TechCrunch | Marketing in digital | Scoop.it

After four years, Pinterest is taking its first serious steps towards monetization [Update: as its traffic moves from the web to mobile]. CEO Ben Silbermann today told users “we’re going to start experimenting with promoting certain pins” because “it’s so important that Pinterest is a service that will be here to stay.” The announcement signals a shift from web growth to mobile growth and business for Pinterest.

 

The initial tests of ads will be in search results and categories feeds. For example, when you search for Halloween, you might see a costume on sale at a local shop that had pinned the outfit. The format follows in the footsteps of other social advertising successes like Facebook and Twitter. Both similarly let businesses amplify the reach of their organic content by paying for “promotion”.

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How Google could fix the press release

How Google could fix the press release | Marketing in digital | Scoop.it

The press release, the original tool of the PR pro, is broken. 


It happened in stages. First there came email, prior to which press releases had been faxed or posted to editors, the laboriousness of the task forcing PR people to choose their targets with appropriate care and attention.

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What brings patients to pharma websites? - PMLiVE

What brings patients to pharma websites? - PMLiVE | Marketing in digital | Scoop.it

The biggest influence on whether US patients visit a pharmaceutical compny's disease information or 'drug.com' website is whether their doctor thinks it's worthwhile.

 

That's according to a US survey on how people access online health information, which found physician recommendations were the top influence on traffic to pharma websites.

 

Makovsky's third annual survey found that on average US patients visit a doctor three times a year, but spend nearly 52 hours searching online for health information – and their personal computer remains the device of choice for this.

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Marketers and businesses should fear Graph Search

Marketers and businesses should fear Graph Search | Marketing in digital | Scoop.it

Last week, Facebook made what could prove to be one of its most important announcements ever.


After years of discussion, speculation and debate, the world's largest social network is finally executing on a search strategy, and while it doesn't look like a threat to Google, at least initially, Facebook's Graph Search is no less interesting.

 

In fact, Brian Reilly of digital agency Revolution Digital believes "is a gamechanger" while Kelvin Newman of SiteVisibility says "this is a huge deal" in markets ranging from travel and hospitality to restaurants and dating.

 

It's not difficult to understand why. If you're looking for a bar in Dublin liked by people in Dublin, Graph Search can help. And if you met somebody at a party named Chris, who attended Stanford and is a friend of your friend Lars, you can use Graph Search to track him down.

 

Put simply, thanks to the treasure trove of data Facebook has amassed, Graph Search opens up a new world of possibility for search. But ironically, that should have marketers and businesses worried.

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Your brand journey is never finished

Your brand journey is never finished | Marketing in digital | Scoop.it

Branding is both an art and a science and it's a living, breathing discipline that’s always changing. We can’t take a class, get a degree, and sit back on our laurels and say we’re brand “experts”. Even those of us who have been successfully making a living for a long time in building and managing brands need to stay on our toes.


That’s because we live in a world where there are unprecedented changes in technology, social media and consumer macro trends, and all of these have an impact on the way we create strong brands that engage our consumers.

 

The good news is there has never been a more exciting time to be a digital marketer. The bad news is that it’s never been more challenging.

 

That’s why if you’re going to be in the game, you’ve got to play to win and commit to continual learning.

 

Branding is both an art and a science and it's a living, breathing discipline that’s always changing. We can’t take a class, get a degree, and sit back on our laurels and say we’re brand “experts”.
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Mobile accounts for 28% of paid search clicks so far this Christmas

Mobile accounts for 28% of paid search clicks so far this Christmas | Marketing in digital | Scoop.it
Smartphones and tablets have accounted for more than a quarter (28%) of the clicks on retail paid search ads so far this Christmas, according to data from Kenshoo.

The Kenshoo 2012 UK Online Retail Christmas Shopping Report - Early Edition, indicates that the share of clicks from personal computers is down to 72%, with tablets comprising 15% of all clicks and mobile phones accounting for 13%.

The data also shows that tablets drive the highest average order value at £85.55, followed by smartphone (£77.80) and desktop (£75.93).

However smartphone conversions lag way behind the other devices at just 1%, compared to 4.99% on tablet and 5.16% on desktop.

Looking at CPCs, desktop is still the most expensive at 32p, closely followed by tablets at 27p while smartphone CPCs are just 16p.
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QR code road test shows brands still offer a dreadful user experience

QR code road test shows brands still offer a dreadful user experience | Marketing in digital | Scoop.it

While browsing through the free Sport magazine on the tube this morning I noticed that a number of the ads included QR codes.

 

I never scan QR codes largely because the user experience always used to be quite poor.

But as the technology has been around for a while now surely marketers avoid the cardinal sins of failing to include a call-to-action then linking to desktop pages?

 

I tested all the QR codes I could find in Sport to find out...

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The state of content marketing in the UK [infographic]

The state of content marketing in the UK [infographic] | Marketing in digital | Scoop.it

Econsultancy recently released its first Content Marketing Survey Report, sponsored by Outbrain, based on a survey of more than 1,300 marketers.

 

We found that this presented some very interesting insights into the current market within the UK. Most notably, that while 90% believe content marketing will become more important over the next 12 months, only 38% of companies have a content marketing strategy in place!

 

This means that 62% of businesses are missing huge marketing opportunities.

 

According to the survey results, the main objectives from content marketing campaigns were to:

Increase engagement: 52%,  Increasing traffic to site: 42% Raising brand awareness: 35%  Increased sales: 33% Improved SEO: 31%

As I commented in the report “the fact that SEO is only fifth on the list is great to see - you shouldn't be doing content marketing with SEO as the primary goal, links and organic traffic should be a by-product of great content"

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18 reasons to love Virgin’s BLAH Airlines content marketing campaign

18 reasons to love Virgin’s BLAH Airlines content marketing campaign | Marketing in digital | Scoop.it
Every once in a while a campaign comes along that just puts a massive smile on this churlish blog team’s face.
Tom Hall's insight:

Very clever and hilarious

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What is experiential marketing and why do you need it?

What is experiential marketing and why do you need it? | Marketing in digital | Scoop.it
Just when you think you’ve gotten to grips with every new phrase or buzzword in the world of digital marketing, another comes along to make you go “uhhhhhh...?”
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Agile creative: the future of email?

Agile creative: the future of email? | Marketing in digital | Scoop.it
Agile email creative means creating and curating email content not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.
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Here’s why one does not simply 'learn to code'

Here’s why one does not simply 'learn to code' | Marketing in digital | Scoop.it

'Learn to code'. Now there’s a phrase that’s been a regular feature on many people’s recent New Year resolutions lists.


A quick check of Google Trends will tell you people started getting interested in late 2008, but it’s really caught on in 2013.

 

It’s been particularly picked up in the digital marketing community, and quite rightly. A fundamental understanding of the backend workings of digital properties is invaluable knowledge for any digital media or marketing professional.

 

So firstly, to clear up any confusion, I by no means want to discourage anyone looking to learn, or to be negative about the subject at all. I just want to call for some clarity on what 'learning to code' really means.

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Eight brands making the most out of Halloween

Eight brands making the most out of Halloween | Marketing in digital | Scoop.it

Boo!!!

Got ya! I make absolutely no apology, I am a massive Halloween fan. If I could dress up like Jason Voorhees and knock on my neighbour's doors demanding handfuls of sweets all year round, I would.

If only the world's various brands had the same commitment. Then that ghostly M&Ms advert on the left would never have to disappear. Still, I suppose Christmas marketing has to roll out at some point, so this is all just a pipe dream.

Let's take a look at which brands are making the most out of this most evil, witch-filled and sugar-high fueled of holidays.

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The ecommerce treasure hunt: how to breathe serendipity into your site

The ecommerce treasure hunt: how to breathe serendipity into your site | Marketing in digital | Scoop.it

Conversion optimisation is great, but to some extent it works on the premise that customers know what they’re looking for. Ok, checkouts, calls to action, merchandising should always be finessed, but optimisation is a means of squeezing more from specific intent.


But what if moving the customer towards the magpie psyche is the future of selling online?

 

A new ecommerce model is emerging and it works on the premise that customers can be encouraged to ‘bag at will’. All retailers need to do is surface rarer, quality products that are socially proven and most importantly look great.

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Digital transformation: why losing control is the future

Digital transformation: why losing control is the future | Marketing in digital | Scoop.it

Last week I was lucky enough to attend our Digital Transformation: Innovation and Agility Breakfast Briefing, chewing the fat (and some very tasty sausages) with various digital leaders about the actual business implications of digital transformation.

 

The conversation threw a fascinating light on the organisational challenges businesses are facing. While familiar concerns about technology were mentioned, the group was far more focussed on the day-to-day reality of implementation, looking at people and processes.

 

Here I’ve collated some of the major points.

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Developing a multilingual content marketing strategy

Developing a multilingual content marketing strategy | Marketing in digital | Scoop.it

For digital marketers, content marketing is top of the priority list for 2013. And as more of the world gets online, the global audience for content is growing fast.


According to the UN Broadband Commission, a third of the world population already has internet access, and this is set to rise to 40%, or 3bn, by 2016.

 

For digital marketers, content marketing is top of the priority list for 2013. And as more of the world gets online, the global audience for content is growing fast. According to the UN Broadband Commission, a third of the world population already has internet access, and this is set to rise to 40%, or 3bn, by 2016.

 

More brands are realising the opportunities presented by the rapidly growing markets in Asia, Latin America, and the Middle East. Global companies such as Coca-Cola, Nike, and L’Oreal are reaching out to these online users through social media, video marketing, and other targeted digital campaigns.

 

Multilingual websites are already seen as necessary by most large companies, with one study finding that 58 per cent of Fortune 500 companies already have them. But this is just the starting point. Developing an effective international content marketing strategy involves adapting the message to different audiences, and using multiple channels to engage consumers.

 

Here are four steps to taking a content strategy global:

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Big data's 2013 challenge: making it small

Big data's 2013 challenge: making it small | Marketing in digital | Scoop.it
Numerous trends are discernible in the predictions made for 2013. One of the most apparent: the continued rise of big data.
Tom Hall's insight:

Numerous trends are discernible in the predictions made for 2013. One of the most apparent: the continued rise of big data.

 

What big data is, the roles it is creating and data management best practices came into focus for many businesses in 2012, but putting big data to use will likely be one of the biggest challenges facing companies in 2013.

 

In a guest post on Econsultancy yesterday, Cognitive Match vice president Jacob Ajwani observed that "most marketers struggle with translating heaps of data into actionable to-dos".

 

It's a problem that isn't entirely surprising. After all, the ability to collect larger and larger volumes of data doesn't mean that it's any easier to figure out what that data means and how it should be used. In fact, the more data available, the harder it can be to figure out what it's saying and how it should be applied.

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Google Analytics In Real Life - Landing Page Optimization

Are you distracting your customers, and deterring them from buying what they really want on your site? This humorous video highlights how some missteps in th...
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Second screening is here. Are you making the most of it?

Second screening is here. Are you making the most of it? | Marketing in digital | Scoop.it
The use of mobile devices while watching TV is on the rise and with this increase in ‘second screening’ has come an opportunity for marketers to expand their TV ad campaigns to mobile.
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Here’s How Spotify Scales Up And Stays Agile: It Runs ‘Squads’ Like Lean Startups | TechCrunch

Here’s How Spotify Scales Up And Stays Agile: It Runs ‘Squads’ Like Lean Startups | TechCrunch | Marketing in digital | Scoop.it

What’s the secret to staying fresh, lean and mean when you’re a hot tech company on a fast growth trajectory? A fascinating document brought to our attention today today by Andrew Mager, hacker advocate at Spotify, answers that question in some detail by telling us how the music streaming juggernaut does it: by dividing up its business into small clusters — which it calls ‘squads’ — and running each like a startup in its own right. We’ve embedded the document below.

 

TH: absolutely worth clicking through to take a look at the embedded document. Fascinating to read that each squad has all the skills and tools needed to design, develop, test and release to production. Squads are encouraged to apply lean startup principles  "Think it, build it, ship it, tweak it".

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