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From cheap flights to positive reviews - there are a number of obvious factors that can influence whether or not someone books a trip online.
One thing that might not spring to mind is the language used by the travel brand in question.
Before the New Year gets away from us, I want to make some resolutions as a blogger.
Here are some of the things I hope to do from now on. Add your own suggestions in the comments if you'd like, but please go easy on the sarcasm.
The phrase 'people in glass houses shouldn't throw stones' has never been more pertinent.
I present for you, 10 common traits of bad copywriters.
Last month, Specsavers successfully trademarked the word ‘should’ve’ - a key part of its infamous catchphrase “should’ve gone to Specsavers”.
Though rivals still have a few weeks left to make an objection, if the ruling passes, all other companies will be prevented from using the word for marketing purposes in future.
Ah, the humble subject line. Gatekeeper of your offers. The crux of your campaigns. And the source of unrivalled consternation.
Is the message on brand? Does it sound spammy? Will it drive sales?
According to the vast majority of the N subject lines we analysed, the answers are no, yes, and probably not as much as you’d like.
Anyone can be a writer these days. All you need is a computer with an internet connection and a tenner to spend on a domain name.
The problem is: anyone can be a writer these days.
Tone of voice (ToV) is extremely important when you’re trying to build a distinctive brand. It’s the personality of your business. The thing people will remember you by.
One way to to have a memorable ToV is to be funny, but there aren’t many brands who can consistently pull it off without subsequent cringing on the audience's part.
In this post I’m going to cover four that can.
If one of your team is new to content writing, what are the potential pitfalls?
I've been writing articles for Econsultancy for a few years and although I certainly don't profess to be an expert, there are a few things I look out for.
In fact, I still get caught out, which is why creating a list like this is a good way to encourage vigilance.
Never mind content, it seems the customer is (quite rightly) king these days.
User experience (UX) has been one of the most widely discussed marketing topics this year as brands increasingly realise the importance of providing a high quality experience online across all touch points.
The way a person speaks is one of the first things people notice.
Soft-spoken, polite, enthusiastic, rude, dull: you can make an instant judgement about somebody based on how they communicate.
It is no different for brands. The way a brand speaks to its audience is extremely important, because that is how people are going to remember it.
Unless you're a reactionary, as a marketer you probably understand that automation is creating more jobs than it makes redundant.
Automation, for all the scale it enables, requires human mastery of technology, process flows and customer lifecycles.
Increasingly personal communications also entail the creation of more content, to suit each segment and event you identify.
How do you know your website pages are performing as well as they could be if you're not testing them to make sure? You don’t, is the honest answer.
You could be missing out on a lot of potential sales, shares, clicks, or whatever it is you’re trying to get out of your visitors.