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Customer journeys are becoming increasingly complex.
Not only are they across multiple channels with multiple touch-points, they are also spanning multiple devices.
Earlier this year I wrote about how to start formulating a digital marketing strategy.
Getting the strategy right is of course paramount. But even when the strategy is right, if it’s not understood, supported, and turned into action then it’s barely more than an academic exercise.
Ella Fitzgerald was on the money when she sang "tain’t what you do, it’s the way that you do it… that’s what gets results".
Here are some actions to take when creating your digital marketing strategy that will also help to build the foundation for its success.
The techniques of content or the bigger genre of online marketing are not new, they’re just digitized. If you start looking seriously for the origins of digital marketing, you'll ultimately land in 300BCE.
At its heart, digital marketing is persuasion. And if we’re talking about the basics of how to persuade, we should start with Aristotle.
Aristotle, the Greek philosopher and father of rhetoric, set the gold standard for persuasion. All digital marketing is a shadowy form (Hahaha! Philosophy joke. Anybody?) of his original tenets.
You could say that the basic principles of digital marketing are just ancient Greek wisdom dressed up in plaid (that’s what we digital marketers stereotypically wear in the States, at least).
Disclaimer: I hate infographics!
If not the medium, the execution is so often poor, as is the chosen subject. But I feel differently when it comes to brands. I’m interested in learning about brands and their activity.
So, I’ve collected 10 stellar infographics here for your viewing pleasure. They’re not all by brands themselves, but all include brands and their footprints.
They range from the mind-blowingly expansive (see the brands that own the brands) to the fruity and fun (see the Die Hard promotion).
Just click on each stub to enjoy the full infographic. Happy stat attack!
Since we started to work on mapping influence patterns, I have been wondering if we could find easy recognizable patterns in influence maps. If so, we could probably predict influence patterns and the secret of ROI optimisation would be eventually revealed to CMOs !!! Stimulating thought.
The recent history of science showed that behind apparently unpredictable phenomena, patterns could in fact be identified.
Further, similar patterns could be applied to domains as diverse as weather forecasting, traffic modelling or the evolution of populations: this is chaos theory.
So, could chaos theory explain patterns of influence on social media and resolve one of the biggest social media marketing enigmas for brands?
In part one of this two part post, I explained how the tides are shifting in digital marketing tools spend and the brave brands are focusing their attention away from general social media efforts towards social influencers who have the power to make a much larger impact.
In this part, I’ll talk about the four toughest challenges marketers face in the Gold Rush to influencer marketing and how to overcome them to win.
In this two part post, I’ll cover the rise of influencer marketing as a promising practice for social businesses and how to win the race to seize its benefits.
This first post will detail why influence marketing will enjoy very strong increases in marketing investment from brands in the coming years as they will realize it is a key element of their digital communication strategy.
Personalisation in retail is often seen as the latest development in online marketing but the practice itself is as old as the concept of retail.
From the time of the earliest shopkeepers, good retailers would recognise their customer and tailor their pitch according to what they knew about them.
The sheer wealth of social media monitoring tools available is matched only by the richness of practical uses that they afford users. Considering this, I thought it would be useful to list some of the key ways you can get the most out of your monitoring tool, starting with identifying influencers.
I have already written about why and how you can begin this process, and who might want to undertake it in this post, which details exactly how to narrow your search down to a very particular field relevant to your needs.
Social media monitoring is a complicated industry, populated with hundreds of different tools, varying from the dirt cheap to the shockingly expensive.
The versatility of these tools also means that there are countless uses for them, and keeping track of just which tool you would want and why is understandably a headache for many.
To help you navigate this maze, I’m going to lead you on a journey through some of the key ways employing a monitoring tool can help you and your business.
Like Johnny Depp was once quoted as saying, I’m fascinated by human behaviour, by what’s underneath the surface, by the words inside people.
By spending considerable time with people using different websites in both their natural and controlled research environments, I’m able to cater for this satisfaction.
As a follow up to my nine women x nine hours = nine usability insights article, I am sharing some of the most prevalent behavioural traits of men when shopping online.
There will always be some differences and many of these have been observed with female consumers, but this list is very much up-to-date and representative of the male population.
If men are part of your target audience, which of the behaviours traits are you triggering or avoiding to persuade them to buy from you?
Thanks to the rise of social media, there's a mad race to measure influence and help brands harness it to their advantage. That has created an ecosystem of companies vying to prove that they can most accurately identify the social media users with the most clout.
One of the most prominent players in the space, Klout, is also one of the most controversial.