Posts in Content

Don Tapscott on privacy and the new web

As most of us are aware, we are in a huge age of change. The technology genie is now out of the bottle and it is changing the way the next generation is interacting and shaping our world.

Don Tapscott, author of Macrowikinomics, opened Social Media Week in New York with his thoughts on emerging trends. The biggest takeaway?  We need a new set of institutions that fit a digital age. The future as Tapscott sees it, is not to be predicted. It’s to be achieved.

2 comments

Social media engagement is 'the top priority for digital marketers'

Fourth Quarterly Digital Intelligence Briefing: Digital Trends for 2012New research about digital marketing trends published today shows that social media engagement is rated as both the top priority and most exciting opportunity for companies this year.

But while the fourth Quarterly Digital Intelligence Briefing, published by Econsultancy in association with Adobe, shows a huge appetite for social media programmes, there is a worrying lack of commitment to investment in associated analytics and measurement. 

9 comments

Does Google give too much prominence to Wikipedia?

Wikipedia is page one for 99% of Google UK searches, according to a study of 1,000 searches using randomly generated nouns. 

The research, carried out by Intelligent Positioning, raises a number of questions. 

Is Google giving too much prominence to Wikipedia, or are these rankings justified? 

6 comments

The growth of content marketing: infographic

Content marketing is on the rise and relevant and timely content needs to be an integral part of your marketing strategy.

90% of marketers are already doing this but not all have realised the extent of content marketing or how to harness it to its full potential.

5 comments

Start Me Up! A profile of Tripomatic

Launched in 2011, Tripomatic is a new website which helps users plan holidays, as well as activities and places to see wherever they go. 

I've been asking the team about Tripomatic... 

4 comments

Q&A: Malcolm Coles on the new Mirror website

The Mirror relaunched its website this week, with a cleaner design and integration of personalisation technology. 

I've been talking to Product Director at Trinity Mirror (and Econsultancy guest blogger) Malcolm Coles about the thinking behind the new site design. 

2 comments
Identify and Fix Google Panda

How to identify and fix Google Panda in 2012

Google’s Panda update was a direct attack on bad content, which comes in many different flavours, including duplicate, weak, thin and template. 

Panda acts like a domain wide penalty, so your whole site is affected and your good pages are dragged down by your bad pages.

This is a guide on how to find and fix Google's Panda algorithm update, based on our Panda fighting experience at SEOgadget in 2011.

33 comments

Q&A: XYDO CEO Eric Roach on email automation

XYDO launched its new curated content email platform this week after testing its service on a range of companies from professional basketball teams to FX brokers.

Last month, it sent out over 12 million emails tailored from a pool of content based on what three million people have been sharing on social networks that day. Marketers continue to discuss how to keep a personal touch in marketing automation. Though XYDO send out automated emails, they have seen a five percent increase in open rates across the board.

We spoke to Eric Roach, CEO and co-founder XYDO, to find out more about their approach and success so far.

0 comments

Social media for the healthcare industry: examples from MENA

Are you a medical practitioner? Are you wondering how to harness the power of social media for your organization? Do you have a Twitter and Facebook account that has remained dormant because you lack a proper engagement strategy?

Hospitals, clinics and pharmaceutical companies need effective social media strategies to thrive in this age.

3 comments

How brands lost the Super Bowl race for the second screen

Here in New York last week, digital media and advertising commentators were all talking about the role that digital and in particular, social media, was going to play during the Super Bowl TV ad breaks. With advertisers paying about $3.5 million for a slot, this has been another record year for TV ad revenue and the show was the most watched TV event in American History.

Sunday night was going to be #Hashtag-Heaven, we were told – or at least a #FacebookFrenzy, with brands falling over themselves to drive people off their 47 inch flatscreens and onto their other devices – the so-called ‘second screen’. So you’d think that the ad execs would have thought the web in all its forms - mobile, tablet and laptop - would be the place to go make sure they extended the reach and level of audience engagement worthy of such an expensive commodity. 

You’d be wrong. 

1 comment
Understand your digital ocean and audience intent

The Digital Ocean: how to market to fishers and swimmers

More B2C and B2B marketers are shifting their focus towards increased digital in their tactical mix.

Understanding the digital locations of their target audiences is becoming a standard step in the creation of a digital plan, but many are overlooking the intentions of their online audiences, and adapting their tactics accordingly.

This blog introduces the concept of the digital ocean and the need to locate and market to both fishers (those actively researching products/services) and swimmers (those not looking and just ‘hanging out’ online).

1 comment

Budweiser Super Bowl ad: something new or just another flash mob?

Yesterday, Budweiser released a video on YouTube of two amateur hockey teams surprised with pro treatment as screaming fans, cheerleaders and mascots attended their pick up game. This two minute spot is the extended version of their new ad premiering in Canada during the Super Bowl.

Compared to the other Super Bowl ad promos bouncing around the internet, this one seemingly created an emotional connection with consumers that the other more gimmicky and "clever" ads, aren't delivering. But is this just another tired use of flash mobs in advertising?

Budweiser's marketing manager, Ben Seaton, says no.

1 comment