Author: Alexandra Coutts


I embarked on my digital marketing career in possibly the toughest, sink or swim, environment, a digital marketing agency. Fortunately I thrived and whilst there I learnt the fundamentals of SEO, put my writing skills to good use and under some excellent guidance became a digital marketer. I worked my way up, from Digital Marketing Trainee to Senior Digital Marketing Consultant. I developed digital marketing strategies for:

- B2B lead generation websites

- B2C ecommerce websites

One digital strategy, maximum ROI

Gone are the days when budget can just be spent and no one will question too closely what it was spent on.

Due to a combination of hard times for businesses and consumers alike and the ability to track and measure activity far more successfully, those controlling the purse strings are rightly demanding justification for the cash you are spending.

Digital marketing should be viewed as a single marketing medium which can be split down into SEO, PPC, social media, content marketing, online advertising, conversion optimisation, email marketing and so on.

Therefore, there should be a single all-encompassing strategy which pulls together the best ways to use each of those mediums to bring additional revenue into a business.


Why your customer service team should be your biggest investment

Online and offline good customer service is absolutely vital for a successful business.

So why is it that most customer service teams are among the lowest paid in a business and receive the smallest level of training?


What could Google‘s acquisition of ITA Software mean for travel companies?

Last week, Google announced that they had been given the go ahead by the American Justice Department to buy specialist travel technology company ITA Software.

There has been some speculation as to the impact that this will have on the online travel industry and also Google’s motives behind the $700 million deal. What has not yet been addressed is how this could actually impact travel websites.