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Posts in Content

Google TV makes its way to the UK

When it comes to the mediums that it plays in, Google could sit back and remain content with its strong position on the desktop and mobile devices.

But as successful as it is, the company stiill sees opportunity to create a bigger footprint.

One of the mediums in which it's hoping its footprint can extend: television.


Parlez-vous français? Google launches paid Translate API

The world is smaller than ever thanks to the internet, and while growing numbers speak a handful of 'languages of business', such as English, there's still a huge need for localization.

A big part of localization, and one of the most costly, is translation. For businesses praying for better automated translation solutions, Google hopes to be of help.


Facebook checks out of check-ins, but not location

For years, privacy issues have dogged the world's largest social network, Facebook.

From changes that have gradually made the once-closed network more open to the world to advertising programs that were are little too creepy for comfort, Facebook arguably has more experience dealing with privacy flubs than any other company in the world.

So it shouldn't come as a surprise that Facebook continues to tweak its privacy features, as it preparing to do in a big way soon.


Hulu delays promote piracy: report

Most major media companies have accepted that digital is here to stay, and many are embracing digital, recognizing that it could some day soon be their most important channel.

But that doesn't mean that they have stopped making poor digital decisions.

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Short vs long form: hitting the target with landing page depth

Landing page targeting

It's an emotive debate this long vs short landing page one. I have read a lot of tirades against annoying sale pages that scroll and scroll forever.

However, I have seen enough of these long form pages (Here's Econsultancy's landing page) to know that people are using them for a reason. It can't be coincidence. 

And some of the companies using long form are respected brands (e.g. Amazon) with digital pedigree, so why would they contravene the basic tenets of usability and user experience?

This blog looks at the approaches and tools you can use to optimise your landing pages and take the emotion out of design and decision making.


The BBC's misunderstanding of copyright goes beyond copyright

In the past week, the BBC has taken heat for its understanding of, and respect for, copyright.

Criticism of the BBC started when Andy Mabbett complained to the BBC about photographs of the Tottenham riots being published with little more than a note that they were "from Twitter".


Adapting digital marketing for the Middle East

In his last post on the Econsultancy blog, Tariq Seksek touched upon the importance of competitions, contest and sweepstakes when running a social media campaign in the Middle East.

While some brands may have found success in running such contests, others are of the opinion that competitions equate to buying fans, as the interest of the fans lies in the prize rather than the brand and its offerings.

I remember speaking to Mohamed Parham of Wild Peeta (Dubai’s social media darling brand) about two years ago, who emphasised the brand's organic growth of its fan and follower counts.

Whatever camp you belong to – growth by competitions or growth by content - it is important to consider the characteristics of the local market including demographics, usage habits and cultural sensitivities. 


The ultimate guide to the Facebook Edgerank algorithm

EdgeRank is one of the most important algorithms in marketing. Despite this, very few people have heard of it and fewer still can claim that they fully understand it.

EdgeRank is the name of the algorithm which Facebook uses to determine what appears in their users’ news feeds. The news feed is Facebook’s ‘Killer App’. There is a plethora of information available to Facebook users, and the newsfeed is the order in which it appears.

It determines which of your connections is the most important to you and thus appears most frequently, and which kinds of content should appear higher than others. For anyone seeking to market a product or service on Facebook it’s essential you understand how this algorithm works.

Understanding the rules of the algorithm and changing your tactics to reflect the system can make the difference between a business changing campaign and an embarrassing failure. Yet despite this huge importance very little has been written about the algorithm.


Content analytics for marketers

As marketers, we are becoming increasingly data-focused. It is likely that the next generation of CMOs will not just be creatives, but also data scientists standing in the control room of their organisation, with dashboards of live data flowing in from sales, marketing, and customer service activity.

This goes beyond transaction and conversion data, to include details of interactions with brand-authored content, as well as user-generated content and sharing of content on social networks.

So how can content analytics allow you to build detailed customer profiles, analyse customer feedback for trends, and personalise content and product propositions?


Should fashion retailers adopt augmented reality?

Augmented reality is perhaps one of the coolest technologies to emerge in the past several years. It's not difficult to understand why -- just look at these cool augmented reality videos.

But can augmented reality really create business value for fashion retailers?


Want quality content? Produce it in-house

For me, it simply comes down to the fact that agencies overcharge and under deliver. 

Maybe I’m too fussy, but I’ve proved from experience that having someone in-house producing editorial content produces better quality results.


Thanks to simplicity, the New Yorker thrives on the iPad

As publishers and new media companies try to tap into the potential offered by the iPad, many have decided that offering richer, multimedia-laden experiences is the way to go.

Take Push Pop Press, for instance. Its vision for tablet publications: turn them into interactive applications. Its centerpiece, Al Gore's Our Choice interactive e-book, was heralded as "one of the most...impressive apps you've ever seen."