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Posts tagged with Strategy

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.


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.  


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.


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? 

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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.


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.


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.


E-commerce strategy - advanced tactics: innovation

In this three part article, we've been looking at alternative approaches to formulating e-commerce strategy. Congratulations to you if you've read this far!

In previous articles we've looked at Goodwill & Utility, so in this article we look at the final approach, Innovation.


Social media measurement: a 10-step guide

Social media measurement is a tricky subject, not least because not everything can or should be measured, and in some ways social measurement is a bit like measuring the impact of TV ads on brand awareness: it's a slightly softer area than, say, paid search.

But there are lots of things that can be accurately measured, which - when seen through a wide-angled lens - can really help you make sense of what social media can do for your business.

That said, you might want to implement a social strategy but perhaps you haven't yet won the necessary budget? And it's getting harder, right? It has been a difficult year for many firms and a focus on ROI may now be mandatory.

So how can you prove that an investment into social media is going to be worth it? How can you persuade the boss to make some budget available? How can you convince your colleagues that the cultural shift required is a smart idea? And how - and what - will you measure, should you be given some resources?

The following pointers on social media measurement and social media metrics should help you prove that there are lots of things to measure, and can help you outline what the likely effects on the business are likely to be. Good luck!


10 steps to help you become a social media ninja

Agile and precise, packed with skills of stealth, quick reactions, passion, and specialist tactics for whatever the circumstances demand. This generally sums up what people imagine ninjas to be all about and, in digital marketing, everyone wants to be one, in one form or another.

But what pointers do you need to follow to train yourself to engage in the ongoing battleground of social media?


10 badass social media visualisations

When it comes to social media you might be busy trying to separate the opportunity from the bullshit, such are the interstellar levels of hype and associated jargon that are plaguing this space.

Nevertheless, I for one believe that a solid social media strategy can make a real difference to your business, helping you to drive engagement in order to boost customer satisfaction, retention, and profits. But that's not to say it will be easy: there's a lot to figure out and each company has different needs (and challenges to overcome).

They say a picture is worth a thousand words, so I thought I'd aggregate a few of the social media visualisations I've spotted in the past few weeks to help you make some mental leaps of faith, or use in your internal pitches, or otherwise determine that it's all a bunch of hot air, as you see fit. 

Caveat: some of these are more badass than others!


What the f**k ISN’T social media?

Last week I published an article dedicated to Marta Kagan’s excellent ‘What the f**k is social media? [one year on]’ slideshow. It’s a great overview of why brands should be embracing social media.

However, it made me think a little bit about what social media will not do for you. It certainly isn’t some kind of silver bullet that will immediately smite business problems and make everything better.

If you’ve got issues then you still need to deal with them, and it’s better that you do so before diving into the social media whirlpool.

So let’s take a look at what social media is not going to do for you.