Posts tagged with Strategy

10 presentations to help you become a digital planning genius

What makes a good online media planner?

Planning an online PR campaign doesn’t necessarily require the same skills as a paid search one, or developing a social media strategy may not need the same proficiencies as that of an email one. 

10 comments

Why your social media strategy shouldn’t be owned by a PR or ad agency

There is some talk over at NMA about the battle for control of social media. In one corner we have the PR agencies, and in the other there are ad agencies.

Personally I can’t see any value in allowing either of these types of agencies to develop and manage your social media strategy. Or any other agencies for that matter, even those dedicated to social media.

Controversial? I should hope not…

46 comments

Five reasons NOT to hire THAT social media expert

Why is it still not uncommon to attend a social media or digital marketing conference and overhear stories about people with little to no significant experience who recently filled new mid-management social media marketing positions?

We laugh at the absurdity, but if firms can't differentiate between experts and newbies, how will they differentiate between the value of social media marketing and a hiring mistake when it all goes awry?

32 comments

Thinking digital: how has the internet revolutionised business?

Last week, Econsultancy published a new report in association with digital consultancy Blue LatitudeThe Impact of Digital Beyond Sales and Marketing: How Digital is Transforming Organisations. The report examines the impact of digital across the business and, consequently, how companies are managing organisational change as a result of changing trends in technology and customer behaviour. 

It is absolutely crucial for all business functions to understand this rapidly evolving environment, and with that in mind, this post summarises and explores the impact of digital channels across a range of business functions. 

4 comments

Where does customer service fit into your digital strategy?

Last week I attended a roundtable about customer service hosted by Foviance to mark the UK’s National Complaints Day. 

A recurring theme was how customer service is often overlooked by those in the digital sector, despite being an area which permeates so many parts of an organisation. 

Consequently, I began thinking about how companies need to identify and implement different areas of customer service.

9 comments

Is it too early to analyse ROI from the Old Spice campaign?

Earlier this month, social media darlings around the internet were singing the praises of Old Spice, with Mashable claiming that the now infamous campaign was the "future of marketing" and that the agency involved, Wieden + Kennedy, had set a "standard marketing experts will admire and follow in the years to come."

Now, various marketing blogs and online news sources are reporting that sales have "fallen by 7%." But, with barely a week gone since Mr Old Spice conversed with "everyone" on YouTube, is it simply too early to predict ROI from the campaign?

Looking at the numbers, it seems the original analysis of the drop in sales may be flawed, given that it's somewhat premature to announce a verdict about the campaign's success or indeed, failure at this stage.

10 comments

Q&A: Antony Mayfield on managing online personal reputation

How often do you Google your own name? And how often do you Google the names of potential employees before opting to hire them? In these data-driven times, it is important to recognise that personal information is becoming much more accessible and can impact you both postively and negatively.

In his new book, iCrossing's Antony Mayfield addresses how to manage personal online reputation effectively. We recently caught up with Antony at the launch of Me and My Web Shadow to find out more.  

0 comments

Email marketers: are you creatively compliant?

Whilst websites adapt every day to be as accessible and usable as possible, email hasn’t quite benefited from the same level of attention in this area. Instead, marketers have frequently chosen to ignore these developments in all other areas online and continue to do things the way they always have.

Email as a marketing channel is being creatively abused like no other, and it is time for change.

10 comments

Breathe new life into email marketing

Whilst social media tends to attract much attention at the moment, the savvy marketing professional understands that success lies in using the best digital marketing mix and not over focusing on one channel.

Email marketing remains an important component, but what can be done to raise our game and generate even better results from this established and proven marketing tool? 

1 comment

Nine common SEO campaign mistakes

Running an ongoing SEO campaign is a lot like spinning plates. With so many factors in play in search engine algorithms, you really need to be aware of all of them at once to ensure a successful campaign - it's all about keeping a balance between all of them.

This post is a compilation of various pitfalls, gripes and bugbears I've come across where something is lacking in the balance required for success in organic search.

62 comments

How are organisations planning for digital beyond marketing?

Econsultancy’s Digital Cream event in London last week was a great place to announce our plans for a new piece of research about the impact of digital on a range of business functions including marketing, customer service and product development.


0 comments

20+ mind-blowing social media statistics revisited

It’s around six months since I last threw out some truly mindboggling pieces of data surrounding social media. So, what’s happened between then and now

I try to put as much information as I can into Econsultancy’s Social Media Statistics, which is part of our Stats Compendium (a truly awesome resource) but I find it’s always interesting to go back and review the old against the new.

So, I’ve collected as much as I can from my previous insane snippets of data and benchmarked it against the here and now, alongside rooting out some new stuff for you to mull over.

74 comments