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Posts tagged with Strategy

gov.uk

GOV.UK fixes Reddit user's bug in just a day

We and many others have made our love for Government Digital Services (GDS) quite clear. 

From its UX, to its style guide, to its place in changing the perception of the web.

However, I thought it worth quickly flagging up an interesting post on Reddit that shows just how far GDS has come and the standards it is setting.

In the post a redditor from the Home Office highlights a poor experience and a developer from the GOV.UK team fixes it within a day.

If you want to hear from Mike Bracken, executive director of digital at GDS, get yourself to the Festival of Marketing in November.

2 comments
top 100

How is the agency model changing? Part two

2014's Top 100 Digital Agencies report has revealed some changes in the agency landscape.

I've been looking at changes to the agency model. In part one I looked at PepsiCo's Galaxy model, the trend for marketers and agencies influencing the wider business, and how clients are increasingly embedding agencies or in-housing skills.

In this final part, it's time to discuss the demand for speed and agility, data's influence and changing pricing models.

2 comments
seo

How to approach SEO research and planning

SEO is one of those marketing disciplines that requires foresight, plenty of planning, a methodical approach and maybe just a bit of marketing intuition.

I've plundered the excellent Econsultancy SEO Best Practice Guide for some tips on how to approach SEO planning and research.

Check out the big guide for more than 400 pages of detailed and actionable insight.

Here we go..

1 comment
The Email Marketing Speed Imperative study

How should email marketers spend their time?

As marketers spread themselves ever more thinly across multiple channels and platforms, time becomes an even more precious commodity. 

Over half of all marketers report to having responsibilities in seven out of 10 other areas of marketing, from offline display to owned media. 

However it’s the email marketers who seem to suffer the most. 

Marketing is becoming increasingly multichannel and relationship focused. Email is the glue that pulls together all of these different disciplines, tactics and partners, as well as being a direct channel to the customer.

The Email Marketing Speed Imperative study, published by Econsultancy in partnership with dotMailer, looks at how the ease of use of a specific email marketing tool affects the daily practice of email and what impact this has on the bottom line.

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Five ways to ensure your marketing strategy grows with your business

One of the most daunting tasks for any new business is developing a marketing analytics model that can scale and grow with the company.  

With a fast-growing startup, the value of every marketing decision, from website design to content creation to attending conferences, is critical. 

Individual startups will have differing needs dependant on various factors. However, we found that there were five key points that helped us to successfully grow our strategy with the business as we went from 10 people to more than 100.

0 comments
sergey

Planning and strategy for SEO: what should you be thinking about?

If you fail to plan, plan to fail. It would be hard not to apply this to SEO.

That’s why in compiling our SEO Best Practice Guide (which has just been majorly revised), we made sure we went to the experts in this area, so that people can get their organic search efforts off to the right start.

I caught up with some of the contributors to this section to ask them some questions about planning and strategy. They provided me with a huge amount of valuable information.

3 comments
Exploring Today's CMO

Why this is an extraordinary time to lead marketing

This five part series is designed for all those marketers around the world who are aspiring to lead a marketing function.  

The objective of this series is to share insights, experiences and ideas for passionate marketers who want to grasp what it takes to be in charge of marketing, especially in these amazingly progressive times where marketing has attained a more strategic role.  

The series could be seen to be oriented towards B2B, but many marketers see the lines with B2C blurring. So grab a coffee, put your feet up and read on.

6 comments
thomas cook airlines responsive website

The travel industry: airlines slow to adopt responsive design

The travel industry has experienced a great deal of upheaval in years characterised by swift change in customer habits and the impressive unwillingness of many companies to adapt.

To be fair, travel companies have come a long way in the past three to four years. Apps are now common place for airlines and some airports and travel websites are starting to adopt responsively designed websites.

In this post I’ll be taking a look at some recent studies into the mobile strategies of travel companies and airlines.

I’ll be pondering what the best approach is for these companies and whether in fact there’s no sense in avoiding apps or responsive websites, given their respective parts to play in the customer journey.

0 comments

Five tips to help big companies behave like little companies

You know the feeling. The feeling you get when you go to your favourite local business where they welcome you with open arms and a smile on their face.

They know you. They know who you are, listen to what you want and are flexible and helpful enough to give you a great service and a great experience by treating you as an individual.

Increasingly, this is what people expect from big companies too. Customers want big brands to recognise them. They don’t want to have to tell them twice who they are and provide information that they should already know.

2 comments

Content marketing the Google Hummingbird way

While Hummingbird has been much discussed, not many people understand it yet, or appreciate its benefits because it isn't an obvious feature of Google search. If you want to try it, go to Google on your smartphone and click on the microphone to activate a voice search.

For a bit of fun, say 'Tottenham Hotspur'. Google will search for the greatest team in the world (guest opinion - Ed), and then read out an up to date fact, perhaps the latest result and information about the next match.

Next, click the microphone again and ask a related question, such as 'how old are they?' Google will then show you the Wikipedia information about the club. Ask another question, such as 'where do they play?' and Google will show you information about White Hart Lane.

So, that is Hummingbird in a nutshell - a clever way of linking queries so that, instead of starting each search from scratch, Google can show you more pertinent information related to your previous search.

28 comments
a coastal cliff

Why 13 brands fell off a cliff and disappeared

We love brands, right? We marvel at the most successful, and feel genuine sorrow for previously loved brands that disappear.

The life of any company founded today is shortening as time goes on. Brands have disappeared, and will continue to do so, for many different reasons.

A company can seriously jeopardise its future by taking its eye off the ball for less than a year. Agile methodology is becoming more and more important, as power is wrested away from old-school, bean-counting management.

This post presents some lost brands, some soon to be lost, and asks the question ‘why exactly?’

4 comments

Coca-Cola's storytelling: three lessons on content marketing and creativity

Last year, Coca-Cola launched the Journey website as its own media outlet, using an editorial, image-heavy format.

Fuelled by the brand's Content 2020 plan, the redesign was described as 'the most ambitious rethink of Coca-Cola’s web properties' since it launched the first website in 1995.

The company has gone from being declared 'creatively bankrupt' by a chief exec in 2004 to being named Creative Marketer of the Year at Cannes in 2013.

5 comments