The practise of blogger or influencer "engagement" is one of the most widely-used tactics in marketing these days, done by almost everyone, from PR agencies to SEOs, social marketers to spammers.
It's also one of the most commonly derided amongst the recipients and much-debated amongst bloggers and professionals - but rarely addressed by marketers themselves.
If you're doing it well, why share the secrets with your competitors? Sadly, a lot of marketers are doing it very badly indeed, and something needs to be done about it...
Lumped under the collective heading of 'mobile', a lot of marketers think that smartphones and tablets are the same thing when it comes to mobile marketing.
The truth is, people use tablets in a completely different way than they do their smartphones, and your marketing should reflect that.
Here are five reasons why tablets are different than smartphones, and why they should be treated as such by marketers.
I spoke at an event last week looking at the role of programmatic in VOD and its suitability for building brands in a digital environment.
There were a number of people speaking about creating more brand based measurement, data consolidation, using client site and CRM data and the rise of programmatic as a fundamental future facing model for all media buying.
While I agree that programmatic is best viewed as opportunity trading and currently somewhat disconnected from the planning and brand strategy teams, I was struck by the lack of discussion about the role of attribution technology in aligning the true value of programmatic media with an agreed end conversion point.
While practising for my driving test, my instructor was always spouting jewels of wisdom. He also smoked too much and once nearly drove us into a traffic light but I guess nobody’s perfect.
Anyway, one of the themes that came up again and again was 'defensive driving', which Wikipedia helpfully defines as 'driving to save lives, time, and money, in spite of the conditions around you and the actions of others'.
As a PR, I’ve spent a little time over the years considering how I’d describe my recommended approach to SEO, and I think a similarly 'defensive' approach is what works best for me.
In parts one to three of the this series on managing PR and blogger outreach in-house, I’ve guided you through: The Network, The Message, and Discovery/Dissemination, talking shop on tools of the trade to cut cost but still rock like a PR all-star.
In this final post on tracking, I’ll show you how to define clear objectives then get your reports together for the boss.
Flash sales, mystery boxes, group coupons, the thrill of buying at a moment’s notice or getting unexpected delights by mail have all been in the marketing spotlight within the last year.
However, unless you take the time to carefully craft your flash sale campaign, it can go down like a lead balloon, leaving customers unimpressed and apathetic.
Here are a few examples of such sites, as well as an analysis of what they did right, and wrong. Study their successes, sidestep their mistakes, and learn from them to apply their lessons to your own campaigns.
With less than two weeks to go until the Festival of Marketing, Econsultancy towers is now working at full speed.
Not only do we now have over 100 speakers and 5,000 marketers in attendance, but our beloved mayor Boris Johnson has given us his support.
Say the words ‘site re-design’ and if you listen really, really hard you can probably hear a collective shudder from IT and marketing teams around the world.
Anyone who has ever been involved in a site re-design will know it’s a huge project and requires coordination of a number of parties involved.
With resources constantly under pressure, testing can often be forgotten. However, this can actually cause more problems in the long run!
You've most likely heard or even uttered the latest 'it' term out there for marketers: Gamification. But what does it truly mean? Is it a fad or is it here to stay?
Defined as the “process of using game concepts and mechanics to engage users and change behavior,” gamification is, at its core, a simple concept with huge potential for business.
In fact according to Gartner, 70% of Global 2000 organizations will have at least one gamified application by 2014.
I wrote this post on examples of marketing creative recently. Since it was popular, here’s some more brilliant marketing creative to enjoy with your coffee. Mmmm…drink it in.
If any of you are in London in October, check out our event, Punch, where marketing meets the new creative (part of the Festival of Marketing).