News
How will the new “cookie” tracking regulations affect email?
The new e-Privacy Directive which came into force last May has spurred some exciting dialogue in the online marketing world. The Directive has been called many things (some not so polite) but one of the few certainties about it, is its confusing and unclear language.
The ICO, in an attempt to turn it into something people can work with, has produced a number of guidance documents to help online marketers. This has mostly (and unsurprisingly) been written with websites in mind, although it has become clear that the Directive could affect other types of online activity as well.
Email marketing is one of those “other types” and plays a key part in the marketing efforts of most online marketers and e-commerce businesses. The questions most online marketers are now asking; how will email be affected and how can we work towards complying with the regulations?
Monday morning panic stations? 18 checks to make when your sales are down
So sales are down, the MD / CEO wants to know why web sales are down and you have an hour to prepare for the trading call or meeting.
We have all been in the position where we have sprung into the office on a Monday morning full of the joys of spring, compared like for like trading and found sales are down.
If this happens, you need some answers or at least to be armed with some basic information so you can identify where sales could have been lost.
Listed below are some 18 things that are always good to check on a Monday morning, or indeed any day when sales aren't as expected....
What do you think of Econsultancy?
We'd like you to help us improve the content and services on Econsultancy, and boost the amount we donate to Save the Children at the same time.
Econsultancy's 2012 user survey is the first we have carried out since 2009, and we will donate £3/$5 for every completed response.
Is time running out for email append?
What do you do if you have a large volume of your customer database which has no email address alongside it, or has an email address that is no longer valid?
You obviously want to find up to date email addresses for these customers and the most popular (cheap) way of doing this, is to use an email append service.
This seemingly innocent process has taken a bit of flack recently, first being soundly thrashed by the Messaging Anti Abuse Working Group (MAAWG for short) and then very publically pilloried by Experian Cheetahmail.
So what has caused this to happen? And what should you consider before embarking on an email append project?
Are digital marketing shows a waste of time?
We all attend in droves but in 2012 is there still a need for the big generalist digital marketing shows?
Is the industry ready to say goodbye to these shows that helped put digital on the map and usher in a new wave of more niche and focused shows that embrace the latest developments within digital marketing?
It´s time to get personal. Display, you’re next
So, display advertising. It’s a channel that many people deemed to be dead some years ago due to huge declines in CTR and conversion rates, but today online display advertising is hotter than ever.
The changing technology landscape has completely re-energised the whole display advertising space.
Not only are display-ad revenues growing faster than ever before, but how we use this channel in the overall marketing mix is being redefined, thanks to a lot of brave venture firms and Google.
The legal history of Google: infographic
As a firm at the sharp end of information management online, Google pushes the boundaries more than most – and consumers, the press, politicians and the legal world will often push back from the other side.
Progress should be the product of those opposing forces. So here’s an infographic charting the legal history of Google from 2003-2011. We at Greenlight will let you decide.
A further look into Facebook’s new brand pages
After weeks of speculation, Facebook has finally unveiled its new brand pages as we discussed earlier today.
Here's a further look through some of the most notable changes in more detail including the loss of landing tabs, and what it means to you and your business.
B2B Content marketing is about you AND your customers
As content marketing goes mainstream in B2B, it's becoming something of a religion. And like all religions, a lot of it is based on articles of faith that are handed down, tweet by tweet, until they're considered gospel.
To question them is to risk being denounced as a heretic and made to do any of those horrible things religions do to their heretics (many involving fire or flaying or feathers).
I'm not in the market for a flaying or a feathering but there's one article of faith that I'd like to challenge here.
The one that says, "Content marketing is not about you, it's about your customers. Great content marketing is as far from old-school, interruption-based, broadcast-style marketing as Jamon Iberico is to Pepperami".
Let's pick that one apart...
The Digital Ocean: how to market to fishers and swimmers
More B2C and B2B marketers are shifting their focus towards increased digital in their tactical mix.
Understanding the digital locations of their target audiences is becoming a standard step in the creation of a digital plan, but many are overlooking the intentions of their online audiences, and adapting their tactics accordingly.
This blog introduces the concept of the digital ocean and the need to locate and market to both fishers (those actively researching products/services) and swimmers (those not looking and just ‘hanging out’ online).
