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Posts in Content

After years of apathy, football clubs are embracing digital transformation

A few weeks ago I wrote an article about Southampton FC’s rather excellent digital strategy.

While praising Southampton I was rather sniffy about the digital efforts of other Premier League clubs, which historically have been extremely lacklustre.

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Becoming an influencer: Notes from a fledgling travel blogger

Marion Payet is the founder and editor-in-chief of Hibiscus and Nomada, a popular online travel blog.

With over 29,000 Instagram followers and 1,500 blog visits per month, she knows a thing or two about influencer marketing.

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10 outstanding digital marketing stats from this week

This week’s digital marketing roundup includes news about online search, Snapchat use, ad spend and brand loyalty.

If you want even more statistical goodness, you can also download the Internet Statistics Compendium for further insight.

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How brands are targeting business travellers

Travel brands typically focus on leisure travellers – the type of person looking for adventure and escape.

But what about those looking for basic comfort and convenience?

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The Outnet is using satirical humour for ‘Pretty Influential’ Fashion Week series

Just in time for New York Fashion Week, the Outnet - a fashion ecommerce site from the Net-a-Porter group - has launched a new campaign called Pretty Influential.

However, it’s not exactly what you might expect.

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Are brands failing to properly promote their new chatbots?

I recently wrote an article about Pizza Express’s new customer-service chatbot.

My overall opinion was that it offers a fairly standard booking system via Facebook Messenger – nothing fancy, but practical enough. 

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Five content marketing examples from dating sites and apps

Dating websites tend to see a spike in traffic between New Year’s and Valentine’s Day. 

However, it’s not just the dread of February 14, aka 'singles awareness day', that gets people signing up.

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The WSJ ditches Google's ‘First Click Free’, falls back on stronger paywall

In an effort to increase paid subscriptions, the Wall Street Journal (WSJ) last year began experimenting with changes to the mechanics of its paywall.

As part of its experimentation, the WSJ began limiting access to its content through Google's First Click Free program.

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Pros and cons of creating multiple brand Facebook pages

A single Facebook page is no longer enough for many big brands or publishers.

Neither it seems, is two or three. Now an increasing number are creating numerous Facebook pages in order to reach the biggest audience possible.

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How Adidas Originals uses social media to drive sales

You might have seen a recent viral photo of a group of girls wearing the same trainers. The pair in question were the Adidas Superstar – clearly the must-have brand for young women everywhere.

But it’s not just girls of a certain age, is it? It seems everywhere you look these days, you’ll see Adidas trainers, hoodies and general apparel being worn in the name of high fashion – not just sport.

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Three ways brands can breach the attention barrier in 2017

Consumers these days are so overwhelmed with emails, posts, white papers, and articles that many have now erected a personal 'attention barrier'.  

This is a mental state which protects consumers' mental resources from all of the irrelevant messages and advertisements flashed at them online.

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Four ways travel & hospitality brands are targeting younger consumers

Travel brands often target potential customers via social media advertising.

On the other hand, with 97% of millennials reportedly posting their travel photos on social, an increasing number are banking on customers doing the advertising on their behalf.

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