Posts in Agriculture

The myth of storytelling in marketing and why brands should encourage 'story sharing'

The word ‘story’ is so compelling (and so heavily employed) in marketing, because it evokes emotional reactions rooted in our childhood. Many of the stories told us by our parents were in turn heard from their parents before that and so on.

It is this transferred passion and heritage that makes the word, and associations we have with it, so powerful. 


Should brands light up a joint?

The recreational use of marijuana is gaining steam in the United States and some believe that brands should light up and capitalize on the trend.


26 clever ways to get more phone leads with PPC/CRO: part two

Multiple tests and research have shown that phone leads have the highest closing rate.

I'm here to show you how you get more of them.

How Massey Ferguson use content and social

How Massey Ferguson uses B2B content marketing and social to sell tractors

Farming machinery isn’t necessarily the coolest product on the planet, so it’s good to see a B2B like Massey Ferguson doing interesting things with content, especially when compared to rivals like John Deere, which arguably has wider recognition.

I’ve been taking a look at the tractor company’s website and social feeds to get a feel for how it uses content to engage with a particularly niche market.

Incidentally, you wouldn’t believe how hard I’ve struggled to avoid using the phrase ‘content farm' in this article...

And for more on this topic, download Econsultancy's B2B Content Marketing Trends Briefing 2014.

Blogging momentum

Which type of blog post is best for ongoing traffic?

Different types of blog post bring different benefits to your website.

Through painstaking research into all the blog content of one website, I have been able to identify clear patterns that should help you think about ways to plan your content strategy.

In this article I will explain the analysis that led to the results you will see here.


Do you have a digitally friendly workplace?

In the new digital economy, our traditional workplaces are becoming increasingly inappropriate.

If we want to be effective online we need to create new digitally friendly workplaces.


Why change management must change in the digital economy

Most companies can no longer manage the constant change coming at them. You have the skills to help, but are you willing to step up?

It has been said so much that it has become a cliche, ‘we live in a world of constant and rapid change’.

This is not something new. We have been bombarded with rapid innovation and change since the dawn of the industrial revolution.

In fact, companies are so aware of the changes in the world around us that they have change management processes for dealing with them.

1 comment

Why effective user centric design always leads to business transformation

Many companies pay lip service to user centric design, but the harsh truth is that without business transformation, most will fail to satisfy their users.

The web has made life hard for a lot of businesses. There was a time (before the web) when consumers had limited options. If a company gave their customers poor service it was hard to find an alternative.

Even bad mouthing the company to friends and colleagues only had a limited impact.


Digital marketing and ecommerce trends for 2014 by Econsultancy CEO Ashley Friedlein

Each year I try to give my personal thoughts on what will be interesting and important in the world of digital marketing and ecommerce for the year ahead.

These are somewhere between trends and predictions. They are based largely on the many conversations I have with industry influencers and practitioners. 

Following are just a selection of 10 trends that I've chosen to highlight. However, there is free report to download and share which is over 40 pages long and covers all of my trends and predictions for 2014 across the 10 core digital topics that Econsultancy cover. 


Don't be fooled by the name: cyber security is about people, not technology

When you hear the phrase 'cyber security', what springs to mind?

On the face of it, cyber security is often assumed to be purely technical: it could be described as protecting IT from viruses, malware and other threats that just keep growing in the digital age.

To take it one step further, cyber security is about protecting information that we create, share and store in ever-advancing ways from those threats.

When we really think about the role, value and use of information, we start to see that cyber security is about much more than purely technical issues.

However, it's when we look at the threats, and how those threats become reality, that we can truly understand that cyber security is, at its heart, about people more than it is about technology.


The tale of two clients

Probably the most important factor in the success of your website is the digital lead.

If that is you, are you really leading the digital strategy or are you taking a passive role?


Why cyber security matters

The world is faster, and more connected, than ever before: that pace and those networks just keep growing.

As individuals, businesses and societies we are now linked in ways that would have been unimaginable just a couple of decades ago, and through these links we are sharing huge amounts of information.

We are living in a knowledge economy where information has become incredibly valuable, whether that is commercial information that would enable a competitor to overtake us in the market, or personal data that is exchanged and exploited by criminals for financial gain.

If you recognise the value of information, then it’s time to take cyber security seriously.