Fans of funny Twitter feeds will probably be aware of Arena Flowers’ comedy account, and I highly recommend that you start following it if you're not already.
The florist adopted its rather offbeat strategy in 2011 after achieving limited success with a more traditional approach to social marketing, however it was forced to abandon the comic tweets recently following a disaster with its Valentine’s Day deliveries.
A series of problems with the supply chain meant that a number of orders didn’t arrive on time, so the customer service team turned to Twitter to help deal with the flood of queries and complaints.
The crisis has since subsided and the comedy tweets are back up and running, so I spoke to Arena Flowers' managing director Will Wynne about how the company used Twitter to help deal with the situation...
The job of being CEO is no easy task, just ask any of the six men and women who have been employed in the top job at Yahoo since 2007.
So it might seem a bit harsh to suggest that alongside the massive pressure that comes with the day-to-day running of a company, CEOs should also be a figurehead for their company’s marketing efforts.
But at Distilled’s LinkLove conference SEOMoz CEO Rand Fishkin suggested that those in the top job have a big role in setting the overall tone of their business, including marketing.
He said it’s natural that companies take on the passions, interests and eccentricities of their founders. As a result, the CEO can have a huge impact on the direction and strategy of their company’s marketing.
First off, Fishkin outlined the CEO’s main responsibilities:
Building links to your site is quite easy if you’re willing to resort to dodgy tactics, however thanks to Google’s Penguin updates it’s becoming less likely that these links will actually benefit your SEO in the long term.
Interflora is a high profile example of what can go wrong if your linkbuilding strategy isn’t whiter than white.
So to avoid being exiled from Google, SEOs need to direct their efforts into building sustainable links.
At Distilled’s LinkLove event on Friday Hannah Smith ran through a series of tips and tactics for building valuable links that your site can be proud of and that Google will look kindly on...
Despite the massive shift towards mobile commerce in recent years, surprisingly few retailers have managed to create successful, user-friendly iPad apps.
So it’s all the more impressive that Net-A-Porter has produced several high quality apps that cater perfectly for the iPad’s ‘lean back’ browsing experience.
This time last year it was reported that 15% of Net-A-Porter’s traffic came from mobile devices, a figure that had increased from 10% in just six months, which explains why the brand places such great emphasis on its mobile strategy.
The luxury retailer successfully blurs the lines between being a publisher and an ecommerce store, so its iPad apps include a huge amount of editorial and video content in order to entertain and inform customers while also edging them towards the checkout.
Once again we round up six of the best infographics we've seen this week.
The topics include email marketing best practices, Twitter, social CRM by numbers, Google+, and reasons to use video content in B2B marketing.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include tablet traffic, digital marketing budgets in 2013, retail sites in paid search, tablet ad CTRs and Gucci's mobile commerce revenues.
For more digital marketing stats, check out our Internet Statistics Compendium.
More than a third of companies (39%) plan to increase their digital marketing budgets this year at the expense of other channels, according to the new Econsultancy and SoDA Digital Marketing Outlook Report 2013.
A further 16% of respondents said that they would be increasing digital budgets alongside overall marketing spend, while just 11% said they planned to decrease the amount allocated to digital marketing.
Overall it shows that brands are confident of the value of digital marketing and are backing that up with increased investment.
The SoDA Report 2013 includes a survey of 814 marketers, of which more than 84% were key decision makers and influencers, including CMOs, VPs, and directors.
Retail websites account for more than half of the top 20 most visible advertisers in Google paid search, according to a new report from Searchmetrics.
Question answering site Ask.com actually takes top spot for paid search, with Amazon and Zappos taking second and third respectively.
The findings come from a study into the top 20 most visible sites in paid search on Google.com and a similar list for the top performers in organic search.
To find out more about paid search, check out our new Paid Search Marketing (PPC) Best Practice Guide.
It includes best practice around mobile paid search, integrating paid search with other channels (including offline), and takes into account Google's new Enhanced Campaigns function.
One of the difficulties of social marketing is that there are relatively few accepted best practices and KPIs, which means it's easy for those holding the purse strings to be sceptical of the potential ROI.
But coming up with a robust framework for social media that can be applied across a range of businesses and marketing campaigns isn’t an easy task. However that doesn’t necessarily mean it’s impossible.
Digital agency Yomego hosted a roundtable last year with the intention of coming up with the aforementioned social framework for how to value social media advocacy, and has now published its findings.
The idea is that “until a sensible and workable approach is cracked, social’s progress will be stilted, and its full potential is unlikely to be fulfilled.”
Almost three-quarters (74%) of businesses believe that the user experience is important for improving sales and conversions, according to data in our new User Experience Survey Report.
Increased customer satisfaction (72%) and customer loyalty (44%) were also popular responses, however few business appear convinced of the cost-saving benefits of improving the user experience.
The User Experience Survey Report, conducted by Econsultancy in association with WhatUsersDo, is based on a survey of more than 1,400 digital and ecommerce professionals.
The research looks at the approaches taken by companies and agencies, and the challenges and barriers they face.