Digital Marketing Blog
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.
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
Coin collectors have a lot in common with LinkedIn group members. They’re niche professionals who speak their own esoteric dialect.
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.
As a reaction to its declining fortunes a few years ago Burberry decided to overhaul its marketing strategy and the company currently allocates around 60% of its ad budget to digital.
For that reason it’s often highlighted as a brand that’s ahead of the curve in terms of social marketing.
That obviously makes it the perfect subject for our regular series looking at how major brands use Facebook, Twitter, Pinterest and Google+.
This follows from similar posts focusing on ASOS, H&M, Starbucks, Coca-Cola and Red Bull...
I'm continuing my journey, exploring what digital transformation means in the real world. I’ve been speaking to David Jarvis from TUI Travel plc (the world’s largest leisure travel company).
David works for Specialist Holidays Group (SHG) within TUI and is currently VP of Customer Engagement for Marine brands Sunsail and The Moorings. His experience with online goes back to the mid-90s with a focus on user experience, and he’s now helping to drive transformation at TUI.
When I spoke to David he highlighted a few key themes he has been experiencing when driving change within his part of the business.
Google's Webmaster Central blog today announced changes in the way it ranks smartphone search results, with a focus on eliminating flaws which affect the user experience.
One of the usability issues highlghted is those pesky interstitials which prompt visitors to download mobile apps, while other issues include faulty redirects and unplayable videos.
This seems to be a positive move from Google, and one which should help to eliminate the usability problems which detract from mobile browsing.
Here are some of the issues to avoid...
The beauty of Twitter for marketers is that it allows you to be agile in coming up with marketing messages and responding to your customers, which can in turn increase brand loyalty.
However this requires a certain level of creativity and planning from brands if they wish to set the right tone and avoid an epic fail.
In a talk at our Future of Digital Marketing conference Twitter’s Bruce Daisley gave his tips for how brands can set themselves up to respond effectively to current events and make the most of marketing in the moment.
The full video is available at the bottom of this post, however I thought it would be useful to pick out some of the highlights.
Daisley pointed out at the beginning of his talk that he sees Twitter as an interest network rather than a social network. This is heavily influenced by the fact that 80% of Twitter’s 10 million UK users access the service through mobile.
While most brands are focused on increasing social media engagement, the smart ones are looking beyond Likes, towards building genuine, long-term relationships with their customers.
I was joined in a webinar last week by Eugenie Gijsberts from Dutch bank, ABN AMRO.
it's one of Holland’s largest financial institutions and Eugenie, sounding remarkably genial for someone at the sharp end of corporate communications, is responsible for managing the company's social customer services.
The notion of prioritizing the vendor makes many ecommerce marketers cringe.
How can you prioritize your merchants, provide them with benefits and opportunities to be successful while making sure your shoppers don’t desert you for the attention of another company?
But, customer service innovation has begun to see important and measurable results in flipping the customer-centric model on its head to not only win over more customers, but delight and engage the ones you have today.