Digital Marketing Blog

20 noteworthy campaigns guaranteed to inspire your own digital marketing

Which campaigns have you seen recently that are defining the digital marketing landscape?

Genius can recognise genius, right? So, we asked this question of some ingenious folk shortlisted for Econsultancy and NMA's The Digitals Awards (we'll be handing out the awards on June 27th at a swanky swank bash).

by Ben Davis 13 June 2013 14:50pm 3 comments

15 useful examples of how to shout about your free delivery service

Free delivery and returns are a major selling point for online retailers as it negates the problems that are inherent with buying something before you’ve tried it on.

As such if e-tailers offer this service they should make sure it’s prominently displayed on their site so that customers don’t have to double-check, which may cause them to hesitate and rethink their purchase.

But occasionally sites are coy about the fact that they offer free delivery, missing out on a valuable conversion tool.

A study published last year showed that delivery and returns achieve the lowest satisfaction scores when compared to other aspects of the ecommerce experience.

Similarly, when asked what aspect of online shopping retailers wanted to improve, 58% chose free or discounted shipping.

by David Moth 13 June 2013 11:57am 4 comments

12 essential PPC landing page success factors

Landing pages are an integral part of paid search. Effective pages mean you convert more visitors to the outcomes you need and in quality-score based search engines they make your ad more competitive.

Securing the click is only the start of the conversion journey. The quality of the user journey after the click will determine your ability to convert paid search traffic into desired outcomes.

A common mistake in paid search programmes is for the focus to be entirely on keyword targeting and CPC management, ignoring the vital role that landing page optimisation plays in converting visits into actions.

I'm referring to PPC landing pages here, as some of these tips are taken from our PPC Best Practice Guide, but many of these factors apply equally to email and other landing pages...

by Graham Charlton 13 June 2013 11:35am 7 comments

Three steps to developing inbound marketing personas

Segmentation is key for content marketing success nowadays, and as all your marketing messages need to speak to business pains, you need to ensure you develop your marketing personas so that you have a specific audience in mind and can show how you can resolve their business frustrations.

Making sure your content resonates with the people you want it to is the way to reach ‘social buyers’.

These are people who use online communities to make purchase decisions and consume research reports, social media and email newsletters, as well as more traditional channels such as event and print journals/magazines, on their buyer journey.

by Sam Davies 13 June 2013 10:57am 3 comments

Why you need to Schema now, not later

Last week I came across a great thought-provoking article by Carrie Hill on Search Engine Land outlining a few underutilised ways of implementing schema.

Much of the article was technical common sense until I read the words: Schema Now, Not Later.

Anyone that has read my previous posts on Econsultancy (especially those on the Knowledge Graph) will know of my love of all things structured, which is why it was such a joy to hear others lauding the virtues of schema.org mark-up.

by Andrew Isidoro 13 June 2013 09:55am 5 comments

Consumers doubt the value of online personalisation: study

Personalisation is considered to be an extremely effective way of driving sales and conversions, with 94% of businesses stating that personalisation ‘is critical to current and future success.’

In fact data included in our Realities of Online Personalisation report shows that for two-thirds (66%) of client-side respondents, both improved business performance and customer experience are the main drivers for personalising the website experience.

However two new studies suggest that consumers aren’t blown away by personalised experiences online, or at least that’s their perception.

In a global consumer survey by Adobe 42% of respondents said they were ‘neutral’ about the value of personalised product and service recommendations online, which is as good as saying they either don’t care or aren’t aware of it.

by David Moth 13 June 2013 09:34am 3 comments

Three tips for negotiating with online talent

Just when we were coming to terms with "blogger" being as legitimate a title as "journalist," we learn that some are falling into a more rarefied category: online talent.

That subset, a wider group that includes Instagrammers, Pinners, Tweeters, and YouTubers, has reps who negotiate deals resulting in anything from emceeing runway shows and styling lookbooks to signing on as a brand ambassador for a major retailer.

by Cielo Lutino 12 June 2013 18:45pm 1 comment

Seth Godin goes 'full cheetah': Day one at #IMW13

Some of the world's best modern digital marketers converged on the Metropolitan Pavilion in New York City yesterday to celebrate and discuss joined-up marketing and what the future holds for our industry at Integrated Marketing Week.

Here is a recap of the running starts provided by Seth Godin and our CEO Ashley Friedlein. The show lasts two more days, so don't forget to follow along with #IMW13

by Ryan Sommer 12 June 2013 16:43pm 0 comments

Engage the experts: winning content strategies for LinkedIn Groups

Coin collectors have a lot in common with LinkedIn group members. They’re niche professionals who speak their own esoteric dialect.

by Charity Stebbins 12 June 2013 13:38pm 1 comment

Consumers believe traditional media trumps digital for ad effectiveness: study

In spite of ever-increasing digital ad budgets and declining newspaper revenues, people still think that traditional media outlets trump digital channels for advertising and credibility.

A new Adobe survey shows that global consumers still rely on family and friends (51%) and consumer forums (35%) if they want credible information on products and brands.

Traditional media, such as newspaper and TV, came in third with 28%, while company websites scored just 17% compared to 8% for blogs and just 3% for branded social media pages.

The fact that people trust recommendations from their peers above all else is to be expected as research has consistently shown the value of consumer reviews in ecommerce, however the disparity between traditional media and official company channels may come as a surprise.

by David Moth 12 June 2013 12:19pm 7 comments