Posts in Content

i am a writer

A 10-step process to writing excellent B2B blog posts

Whatever debate there may be about the efficacy of content marketing for some B2C brands, publishing online has been an undoubted boon for B2B.

Now I wouldn't call myself an expert at writing blog posts, but I have written an awful lot of them aimed at a B2B audience. I therefore feel I can just about get away with writing a guide to... writing.

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How to position your brand to convince consumers to trade up or trade down

Your customer's perceived position of where your brand is in the market can have a major impact on your sales.

Whether your brand is catering to the higher or lower end of your product category, people tend to gravitate to the much broader middle ground. 

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Four ways hotels and accommodation sites can increase direct bookings

A new study from Barclays Corporate Banking has found that 37% of British holidaymakers plan to book their stays directly through hotel websites or self-accomodation providers this year compared to 17% in 2007 and 30% five years ago.

This contrasts with international travellers who apparently prefer to use travel agents, with just 17% booking direct with their accommodation provider.

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What is utility marketing and why is it important?

While marketing was once about making a big impression, the focus is now more towards creating value. 

Instead of flashy ad campaigns, brands are intent on creating functional, useful, and relevant tools to meet the needs of consumers.

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Three reasons to admire Glossier: The best online beauty brand you've never heard of

Little-known internationally, Glossier is becoming quite the cult favourite in the US.

A relatively late entrant into the crowded beauty sector, its rise has been meteoric – last August a Buzzfeed article revealed projected growth of 600% in 2016, with up to 30,000 people on product wait-lists.

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Will emoji search ever catch on? Kayak certainly hopes so

From email subject lines to custom keyboards, we’ve seen brands use emojis in a variety of different ways.

With 92% of all internet users said to use them in everyday communication, it’s not hard to see why brands are trying to get in on the act.

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Native ads gain as advertisers seek brand safety away from programmatic

If one topic has dominated the digital advertising market in 2017, it's brand safety.

A backlash over advertising displayed alongside offensive content led major ad agencies like Havas and a diverse group of major brand advertisers including Toyota, GlaxoSmithKline and Verizon, to boycott Google.

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Is it time to put the kibosh on the VR hype?

In early 2016, Facebook CEO Mark Zuckerberg took to the stage at Samsung's Mobile World Congress in Barcelona to talk about virtual reality (VR).

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Eight inspiring examples of shoppable digital content

Basket abandonment is a perpetual challenge for online retailers, with an average of 72% of customers said to leave behind their order instead of buying online.

From delivery demands to the trend for dual screening, online shoppers are more distracted than ever before, and far less likely to display brand loyalty.

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Six consumer brands with picture-perfect Pinterest strategies

While Instagram and Facebook might be the first port of call for brands on social media, Pinterest is certainly one platform to watch.

Last month Pinterest was valued at $12.3bn, and it’s predicted to generate more than $500m in revenue by the end of this year. This is mainly thanks to the platform's growing potential for advertising, with new visual discovery tools and shoppable content driving interest. In turn, many brands are also starting to take the platform more seriously.

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Snapchat opens up to the web in a big way with new Paperclip linking feature

Since its launch, popular messaging service Snapchat has only been accessible via iOS and Android apps. The Snapchat ecosystem has been totally closed off from the outside world, including the web.

That stands in stark contrast to Snapchat's biggest competitor, Facebook-owned Instagram. In 2012, it made user profiles accessible on the instagram.com website, and most recently, it upgraded its mobile web app to allow users to post content. Previously, content posting could only be performed via the Instagram native mobile apps.

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How digital transformation can revolutionise marketing

Most coverage of digital transformation refers to its impact on the business as a whole, with marketing as one small part of the discussion.  

At a recent Econsultancy event, delegates were offered insights by an industry expert into how digital transformation can transform marketing on its own.

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