Einstein said, 'Technological progress is like an ax in the hands of a pathological criminal'.
Albert Einstein died in 1955, the year before the videocassette recorder was even invented.
While technology covers a plethora of tools, machines, techniques, crafts and systems. I wonder if even the smartest of cookies like Mr Einstein, would be as surprised as I am with the progression of digital technology, the associated hardware tools and marketing techniques that make up the world today, as we now know it.
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.
In part one of this two part post, I explained how the tides are shifting in digital marketing tools spend and the brave brands are focusing their attention away from general social media efforts towards social influencers who have the power to make a much larger impact.
In this part, I’ll talk about the four toughest challenges marketers face in the Gold Rush to influencer marketing and how to overcome them to win.
Ben Liau is digital marketing manager at Meyer Australia, a manufacturer of cookware (including brands such as Anolon, Circulon, Raco and Esteele). Here he explains what he gets up to, in an average working day.
If you are keen to break into digital marketing, or are looking for a new challenge in this area, then be sure to check out our digital jobs board.
Alternatively, if you work for a brand (i.e. not an agency or vendor) and want to share your experiences of working in digital then send a note to email@example.com, with your job title in the subject line.
Guy Kawasaki once said: 'If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing'.
We’d like to think that no matter what you have, money or brains or both, inbound marketing is the only kind of marketing that works today. Inbound marketing, by the way, has a lot to do with digital marketing.
If you are a digital marketer, you are probably forgetting a few marketing principles. Here are some of them...
We are in the age of the customer, a time where technology is changing the way customers engage with our brands.
In each industry vertical, many competitors are taking advantage of the continual emergence of new channels, platforms and touchpoints. Through these touchpoints, relationships are established and nurtured, in turn, engagement and loyalty is increased.
At each touchpoint is some form of content, so the only way to compete in the age of the customer is to evolve with a content marketing strategy.
Much of what is discussed within the digital marketing space tends to focus on getting the most out of digital to drive sales, enquiries and conversions.
And yet charities and non-profits are often overlooked by our industry writers when it comes to offering help in driving donations and building relationships with their stakeholders.
Over the past few weeks, Econsultancy has published a number of posts covering Twitter, Pinterest and Facebook and now I have five more general tips, put together as part of our recent digital training day for non-profits to help maximise their presence online.
UK digital ad spend increased by 12.5% to almost £5.42bn in 2012, according to a new report from the Internet Advertising Bureau (IAB).
The figures show that marketers have responded to the fact that smartphone ownership now stands at more than 64% in the UK by investing a massive £526m in mobile advertising.
This represents a rise of 148% on 2011 and the real term increase of £322.7m accounts for more than half (53%) of the £607.3m increase in total digital ad spend.
Overall mobile accounts for 9.7% of digital ad spend compared to just 1.1% in 2009, which underlines the growing importance of this channel.
But despite the massive increase in investment there is some evidence that work still needs to be done to improve the impact of mobile ads. A recent survey by Nielsen found that 53% of smartphone owners claim to have never received adverts while using their device.
In the last year more and more small business owners have adopted new ways of thinking to transform their business strategy with new digital marketing tools, helping them build customer engagement and start to rival the big players.
In this blog post, I'll explain how to get started...
The call for participation in Econsultancy's Top 100 Agencies Report is now open.
With 2013 being the year that digital truly goes mainstream in business, and the multitude of predictions on themes to watch along the way, this series of Q&As with marketing heads agency-side will bring analysis and commentary ahead of the report to our blog.