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Branding is both an art and a science and it's a living, breathing discipline that’s always changing. We can’t take a class, get a degree, and sit back on our laurels and say we’re brand “experts”. Even those of us who have been successfully making a living for a long time in building and managing brands need to stay on our toes.
That’s because we live in a world where there are unprecedented changes in technology, social media and consumer macro trends, and all of these have an impact on the way we create strong brands that engage our consumers.
The good news is there has never been a more exciting time to be a digital marketer. The bad news is that it’s never been more challenging.
That’s why if you’re going to be in the game, you’ve got to play to win and commit to continual learning.
Econsultancy last month held Europe's largest conference devoted to B2B marketing and sales.
Our London FUNNEL event at the Emirates stadium saw some of the world's leading B2B business experts present to an audience across four streams: Plan, Align, Attract and Engage.
The thoughts and insights shared that day, along with case studies illustrating best practice, have been used to create our B2B Digital Marketing Briefing, which is free to download.
The rise of social media and mobile usage has led to an increased interest in marketing attribution, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing.
The new report, Making Sense of Marketing Attribution, is based on a survey of more than 700 marketers based predominantly in Europe and North America.
It finds that just under half of respondents are more focused on marketing attribution as a result of mobile and social.
More highlights follow...
Once again we round up six of the best infographics we've seen this week.
The topics include the best time of day to send an email, smart shopping for the holiday season and software project management.
One of the more innovative uses of social media to revitalise an ailing brand was the YouTube campaign for Old Spice.
The videos, created by Wieden & Kennedy, were widely acclaimed and incredibly popular, accounting for the vast majority of the 307m views accumulated on the Old Spice YouTube channel.
As such, you might think that W&K has a deep understanding of social media, and what makes audiences tick.
It is therefore quite a struggle to make sense of its latest job ad, for a ‘Social Strategist’, to work on the Old Spice account.
Australians love social media - that much is clear - but if you’ve ever wondered what sites have the highest membership per state or why consumers follow certain brands on Twitter and Facebook over others, then this infographic is for you.
Developed by Marketing magazine and Transmission Design, the infographic looks at the way consumers use social media and what they want from brands. It uses figures from Nielsen’s 'Australian Online Consumer Report' and the results show some interesting stats for how retailers should be using their social media.
When we think of social media in the US, we think of popular channels such as Facebook and Twitter.
However, there is one that is often overlooked but is just as important in your integrated marketing mix: email.
Email marketing’s intent and the behavior it tries to produce is similar to the other social channels and this will prove why the rumors of email marketing’s demise are greatly exaggerated.
Facebook marketers are achieving significant increases in engagement, according to a new report from Adobe.
Engagement - defined as likes, comments and shares – grew by 896% year-on-year, which the report says is largely attributable to the introduction of Facebook Timeline.
Other factors such as new acquisition and engagement metrics, and more effective social marketing also had an impact.
Adobe's latest Digital Index report shows that mobile users now account for nearly one quarter of all Facebook engagement, up four-fold from the period prior to the Timeline format.
This reflects the huge increase in social networking on mobile, with a study by Deloitte showing that social is the third most popular smartphone activity behind email and search.
The convergence of PR and SEO has been a hotly debated topic on the Econsultancy blog in recent months.
Both articles stirred a great reaction in the comments section, with the general consensus being that SEO and PR need to work together to help achieve common goals.
Concannon stated that PRs should find out who owns SEO within their client’s business and build a relationship with them so they can better coordinate their efforts.
As search marketers, we know that there are proven methods of improving our page rank such as creating unique and relevant content with the right keywords, promoting this content, and building links from the domains that matter.
These are methods that have been used for the past ten years and while, these methods have been quite effective, SEO is more complex today.
The rise of social media as an effective SEO tool, the growing competitiveness of SEO, and tough guidelines by search engines, call for a re-evaluation of how we have been doing SEO.
The noise around social media in Australia appears to be increasingly amplified by marketers and clearly continues to be a hot topic.
There are also snippets of data emerging that explore this large and complex digital arena, but one of the questions that seems to be asked is why consumers choose to engage or associate themselves with brands in the social space.
So, in association with Toluna, Econsultancy surveyed more than a thousand Australian consumers, in an effort to explore what attracts users to a specific brand or company on social media platforms.
In its eighth year, the State of Search Study from SEMPO and Econsultancy has been a record of growth. After slowing in 2008-2010, SEM has returned to robust growth of nearly 19% in 2012.
But change is afoot, with more marketers prioritizing integration and attribution in SEM.