As we enter the final month of a promising year of economic recovery, I'm continuing to round up the best of the Econsultancy blog.
Here you'll find around 30 posts that are definitely worth your time; either great practical advice, the best of our opinion pieces, interesting case studies, or what you definitely need to know about changes at the main tech players.
Feel free to comment on any of the posts, as our authors are always keen to extend the debate.
Oreo was the brand with the highest increase of ‘buzz’ in 2012, with a 49% higher online chatter than in the previous year.
How did Oreo achieve this and also continue to maintain this high level of engagement?
We’ve previously discussed on the blog about how Oreo is the king of agile marketing, and it's clear that Oreo has a marketing team that not only has a finger tightly on the pulse, but who can also react with whip-smart efficiency, humour and charm.
Recently I’ve discovered some more great examples of online marketing (agile and not-so-agile) throughout Oreo’s social channels. Each one displaying a strong presence and a keen idea of what its followers expect from the brand. Let's take a look at each one in turn...
Happy Thanksgiving! Happy Hanukkah! Happy Thanksgivukkah! Uh... Happy Black Friday!?
Even with that opening salvo of well-wishing I feel like I'm still missing people. Hey, Happy ruddy Friday everyone!
Sit back, relax, pop on your work headphones (you're not sat on the back of a bus after all), and take a look at these 16 brilliant new Vines from brands, all collected during November 2013. Plus there's a Thanksgiving bonus at the end.
Then if that's not enough, check out October's 10 best new examples of branded Vines when you're done.
Pretty sounding search algorithm updates (Hummingbird, Panda, Penguin...) have plunged many digital publishers into peril as their content plummets out of search engine results pages in consequence.
The decline in visitors impacts the performance of ads, which hits revenue. Under pressure from the publisher and ad sales team, the media title’s SEO and editorial teams try to reverse engineer Google’s update and work out new tactics that will improve their search engine performance.
In the main, quality publishers producing compelling shareable editorial need not worry too much about Google algorithm updates. Google’s focus has generally been to prioritise quality content.
However, a key objective of the Hummingbird update is to accommodate the fact that more searches are being conducted, and more content is being consumed, on smartphones.
As people are beginning to use their smartphone’s voice recognition functions to actually talk to Google search apps, Google has started to respond to search terms given in natural speech, a key part of the Hummingbird update.
'Big whoop', right? No. Massive whoop, especially for the 68% of the UK’s 175 top publishers do not have a digital site that displays effectively for mobile devices.
It's Friday again, so here is a collection of statistics for you to enjoy.
This week it includes click-and-collect, live chat, online travel bookings, mobile privacy, Facebook ads, and ecommerce this Christmas.
And for more digital marketing stats, check out our Internet Statistics Compendium.
Yesterday I was invited to the UK launch of a new personalised video platform, created by Dutch company Rednun.
Rednun claims that if you want the biggest impact possible for the maximum number of people, you can’t do it by producing just one video and uploading it on a shared video platform. You need to personally tailor each video for every individual viewer.
The user provides their personal information to a company, the company provides that database of customer information to a production company. The production company creates a video specifically for every customer, providing maximum relevance and complete personalisation.
Rednun claims the rewards are higher conversion rates, brand loyalty, visibility and engagement rates.
I'm naturally skeptical of most things, especially in terms of the technology needed to achieve mass personalisation and the above goals promised by the company, so here's a rundown of the presentation with a few of my own thoughts peppered throughout for balance.
As a small business owner you're in a great position to start exploiting social media for all its worth, adding much sought after personalisation and relevance at an integral stage of your development.
Although social media can be a fairly time consuming practice depending on how many platforms you choose to use, it's also the key way for a small business to develop awareness, raise its profile, gauge its market and interact with existing and future customers.
As the UK is celebrating its first Small Business Saturday on 7th December 2013, here is the second in a series of posts that takes a look at each individual social media platform in turn (last week we looked at Twitter for small businesses) and highlights how you can achieve the best from each one.
This week: Pinterest.
Pinterest seems like it should be one of the great social media success stories of recent years.
It’s got 70m users, 80% of whom are female and 35% of which use Pinterest on their mobiles.
A demographic skewed towards women with decent incomes: an advertiser’s dream...surely…?
The techniques of content or the bigger genre of online marketing are not new, they’re just digitized. If you start looking seriously for the origins of digital marketing, you'll ultimately land in 300BCE.
At its heart, digital marketing is persuasion. And if we’re talking about the basics of how to persuade, we should start with Aristotle.
Aristotle, the Greek philosopher and father of rhetoric, set the gold standard for persuasion. All digital marketing is a shadowy form (Hahaha! Philosophy joke. Anybody?) of his original tenets.
You could say that the basic principles of digital marketing are just ancient Greek wisdom dressed up in plaid (that’s what we digital marketers stereotypically wear in the States, at least).
We're in the midst of a great migration to portable devices and the opportunity for marketers is immense.
It will be much tougher to cultivate a relationship with users than it was on the web, but if handled properly we’ll find the perfect balance between the ultimate user experience and advertisers’ agenda.
One thing marketers can all agree on: advertising makes the digital world go 'round. What's less a settled matter is how, exactly.