Organic search is pretty vital for any business, PPC ads are increasingly clicked on by a higher proportion of searchers, and with Google Hummingbird, social is likely to become more important for long tail search results.
Anthony Robinson, Head of SEO at Razsor, Auto Trader’s search and web design arm, talked us through how these three disciplines should be seen in the round.
With mega-tight regulation for Swiss bank UBS, what are the challenges of going social and mobile, and how do they market to ultra high net worth (UHNW) customers?
At Mobile Marketing Live last week, I listened to Shane Williams, Head of Mobile Development for Platform Services at UBS. I had no idea just what a minefield it is to market a bank, especially in Switzerland.
UBS provides wealth management services for around half the billionaires in the world. It also has plenty of retail branches in Switzerland and an investment arm.
Acting in many countries, UBS is beholden to hundreds of regulators, including FINMA in Switzerland, the SEC in America, and the FCA and PRA in the United Kingdom.
Navigating the barriers to mobile and social usage is massively impacted by Swiss law, which says a bank can’t reveal who its customers are. This is enshrined in law in much the same way as patient-doctor confidentiality.
It even means that UBS has to be careful about knowing the IP addresses of customers using their services, as this can be tied to an address and perhaps a person.
We’ve covered second screening a bit on this blog (like this on Twitter's lead over Facebook), but with Zeebox providing an ever more sophisticated product, I don’t think we’ve fully taken stock of the possibilities for advertisers.
Yesterday I attended Mobile Marketing Live and listened to Ernesto Schmitt, CEO and Co-Founder of Zeebox, talking about the future for the product, and TV in general.
In this post I’ll look at what Zeebox looks like now, which broadcasters are supporting it, opportunities for advertisers, and other possible revenue streams for the company.
The question I'll attempt to answer - 'Are the incentives for users as broad as those for advertisers?'
While scouring the internet for ideas and information I often stumble across interesting and innovative social campaigns that deserve to be highlighted to the masses.
Until now we didn’t have a forum in which to share these examples, so this is my first attempt at rounding up some of the most interesting campaigns that have launched in the previous month or so.
Google+ is never far away from controversy or a heated discussion, be it what affect it has on organic search rankings or whether or not the 359m members (May 2013) actually use the platform or not.
Whatever your thoughts on Google+ as a platform the one area you can’t deny is the improvement from brand participation and content generation.
A few months ago the post on do the top 20 US retailers care about Google+ implied that the big retail brands out there don’t create enough content or receive enough engagement to warrant sufficient investment, which inevitably leads to a poor user experience.
While in theory the top 20 US retailers 'should' understand how to use Google+ and reap the benefits, looking at the summary it’s clear that some of them don’t.
That’s not to say they don’t care about the platform, more likely the potential value has not been demonstrated properly or what future benefits in organic search considered.
As we've just had Social Media Week, I’ve been thinking about the unnatural relationship between the commercial considerations of brands and the social motivations of their customers.
If we admit it’s ludicrous to create a formula for making friends in the real world, then it’s also difficult to preach to brands on a definitive way to engage fans online. That’s because social media to a lot of people is considered respite from advertising.
The only way to advertise is to make sure your content is engaging enough to be considered not content. If you can do that, your adverts will be shared, my son.
With 100 hours of content uploaded to YouTube every minute, your brand has to understand the alchemy of boredom. Thankfully, Unruly Media has been taking steps to bring some sanity to sharing.
Vine is beautiful. It costs nothing but time, it rewards creativity, trial and error, and patience. Many brands have made great use of Vine, and the medium is magic when its potential is realised.
So we thought we'd see what we could get our audience to create, to promote the Festival of Marketing, where Ian Padgham, Professional Viner, is one of the many speakers at our PUNCH event, just one part of a packed week.
We're giving away some Festival passes, and some tickets to Marketing Frenzy, the week's showstopping party at Fabric in London.
So without further ado, here are our first winners. We've still got some tickets to give away, so send in your entries and we'll do another roundup next week.
Images are increasingly important to the customer experience and search yet many sites are not optimised to take advantage.
In the early days of the web images were typically small and of low quality. We all remember the little animated men at work icons that littered the web in its infancy.
However, as users have moved from dial-up to broadband connections, the number, size and quality of images on the web has increased significantly.
How would you like to be plastered over the Econsultancy blog and win a Festival of Marketing pass or a ticket to the wrap party?
We're giving you the chance to make a vine referencing the upcoming Festival of Marketing and win a ticket to the whole festival (worth £495) or the Marketing Frenzy party at Fabric in London.
Read on for the rules and get vining!
If you don’t know about the festival (where’ve you been?) check out the main events and the Fringe and Frenzy on the Festival of Marketing website.
From A1 Steak Sauce to Easy Cheese, from Maxwell House to Vegemite, Kraft is a behemoth.
And in the food and drink sectors, content marketing seems to be a cinch. Pushing people to recipes and adding some fun around holidays, seasons, special edition products and family lifestyle are all the order of the day.
I’m just going to picture a few of the Kraft brands here, fairly simply, but go and check them out.