Posts in Manufacturing

ge

How GE is using co-creation as part of its digital transformation

GE is a fascinating company. For those that don't know, it was originally the Edison General Electric Company.

And though it may be a venerable old company, it's famously an innovative one. That innovation extends from products to marketing and GE's ongoing digital transformation.

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Weixin on mobile

Marketing in China: Where mobile and content marketing are driving change

Marketing in China is still in its early stages.

Compared to countries like the US or those in Europe, marketing as a discipline still has to develop the strategic maturity that is necessary to be successful internationally.

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screwfix site

Five UX lessons retailers can take from Screwfix.com

Screwfix has recently upgraded to a responsive website.

Looking through the site, it occurred to me how much ecommerce retailers in other sectors can learn from hardware retailers that have been traditionally catalogue-based.

Here are a few features worth considering.

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How marginal ROI tells you where to spend your digital marketing budget

Working out where to best spend your next pound of budget is a question that marketers have been trying to answer for years.

Companies want to get the biggest bang for their buck and one way of doing this is to look at the more advanced metric of marginal ROI. 

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Is user experience important for a higher Google ranking?

You would expect Google to reward web pages that provide a better user experience with a ranking advantage. So which parts of user experience are most important?   

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Three insights into B2B marketing from our trends report

The forces that have reshaped the consumer sector are increasing in B2B, demanding that marketers respond with a new emphasis on the customer experience. 

Our new report B2B Digital Trends, conducted in partnership with Adobe, explores the practical and philosophical shift occurring in business-to-business marketing.

Although every industry is changing at its own pace, there is universal movement toward an approach that looks more and more like consumer marketing.

The report looks at B2B in general and more specifically at the healthcare, manufacturing, technology and professional services industries.

In this post we’ll highlight three takeaways around the B2B shift toward customer experience…

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Is content marketing the new pager?

Content is dead. Long live the conversation.

Does content marketing need to evolve so it doesn’t go the way of the humble pager?

We marketers talk about content and storytelling a lot, but we may have taken our eyes off the most important thing of all: what our customers think.

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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.

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10 Tumblr accounts to inspire your own social media strategy

Since Yahoo bought Tumblr in 2013 there's been an amount of controversy, or at least change.

Declining web traffic (perhaps explained by increased app usage), advertising, the advent or popularisation of other social networks and websites (Snapchat, BuzzFeed etc.).

Despite all this, I still find Tumblr to be a really interesting platform for its simplicity of design. Brand and publisher websites often follow in the footsteps of social network design, think Pinterest as well as Tumblr.

Aside from design, the idea of earned content, blogs on separate domains, microsites, all these things have allowed brands to subtly develop or experiment with a friendlier perhaps even quirky tone. To that end, I've rounded up some inspiring Tumblrs that I feel can inform brands of various tactics for success on social media.

See what you think.

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maersk

Big B2B content marketing: Maersk, Siemens and GE

Shipping and engineering are inherently cool.

I thought I'd take a quick scoot through the websites of General Electric, Siemens and Maersk and check out what sorts of content they provide to market.

It's by no means an exhaustive journey, but hopefully it will give you some links to check out and some inspiration for your own B2B content.

These behemoth sized B2B companies, in the case of Maersk, make great use of their heritage. For GE and Siemens, the task is more about appearing imaginative and innovative and almost appearing as synecdoche or at least flag bearer for particular industries, i.e. an indisputable authority.

Let's take a look.

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What are the best social media marketing campaigns of all time?

What are the best social media marketing campaigns of all time?

First of all, let me justify the use of the phrase ‘of all time’ by looking at Facebook specifically.

Facebook was available at Harvard in winter 2004 and then over time was extended to some other schools and institutions. In September 2006, anybody could join.

I was considered a late adopter at my university in the UK when I finally joined in early 2007. In late 2007, Facebook had 100,000 business pages.

Ten years on from The Facebook’s foundation (and remember MySpace launched earlier, in August 2003), we’re looking at a form of media that is truly mature.

In the last ten years Facebook has gone from this…

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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.

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