Posts in Content

The end of tech blogging?

Over the festive break, Jeremiah Owyang, analyst at Altimeter Group, caused a bit of a stir with a post claiming the golden era of tech blogging is over.

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SOPA: the sad but honest truth

The fight against SOPA, the Stop Online Piracy Act, may be one of the most important fights ever waged on the internet. It threatens to change the course of the web's development, and not for the better.

Given the impact this dark and misguided legislation would have on the internet economy, it's no surprise that many are coming together to do what they can to ensure it doesn't become law.

The media is starting to pay attention, and SOPA supporters like GoDaddy are seeing that such support comes at a cost. These things provide some hope that SOPA will be defeated.

Unfortunately, however, the discussion about SOPA is incomplete.

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What to expect when buying media on retail websites

With the advent of shopping related media in the ad market today, it’s no surprise that many people have a hard time defining the right expectations for performance from their retail publishing partners.

 Not long ago, it was unheard of for a brand or agency to be purchasing digital media on a retailer’s website. However, with the amount of cross-channel shopping that consumers are doing, and with the amount of influence that websites have on in-store purchases, it’s no longer something brand advertisers can ignore.

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11 things Santa won't bring you this year

It’s the time of year when lists are produced in their hundreds; wish lists, predictions and trends for 2012. 

2012 is the year that marketers can affect change more than ever. The reality is that we don't always get what we want, sometimes we have to work that little bit harder to get it.

Here's my alternative list of 11 things that Santa will NOT be bringing you this Christmas, with some suggested further reading. Maybe it's a worth a glance over a glass of mulled wine.

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Six things to learn from the Louis CK experiment

Can a prominent comedian shake up the comedy business by producing his own event and selling it to consumers online in digital format DRM-free? Thanks to Louis CK's experiment, we now know the answer is yes.

More than 100,000 comedy fans have snapped up 'Louis CK: Live at the Beacon Theater' for $5, earning the comedian a healthy profit and sparking a discussion about digital content, business models and pricing.

Here's what you can learn from Louis CK's experiment.

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YouGov releases consumer predictions for 2012

Research company YouGov has today released its predictions for people’s consumption and behaviour in relation to smart TV, smartphones, digital radio and tablets throughout 2012.

The main points suggest that connected TV will not be taken up with gusto just yet, smartphone users largely ignore advertising on mobiles, and that DAB digital radio hasn’t quite lived up to the hype.

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Four critical ways mobile search is different

How well do you understand the needs of mobile searchers, and are your campaigns capitalising on the growth of mobile?

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Five key marketing trends for 2012: Are you being served?

In a fluctuating economic world, it is essential for brands to adapt.

For 2012, businesses must become agile and adopt innovative strategies that engage with today’s increasingly ‘switched-on’ consumer. Here's how.

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The marriage of web writing and user experience

Web writing, while basically an extension of its offline counterpart, will always be driven by visits, which will always be driven by SEO.

And as SEO becomes more about a user’s overall experience on a website than the number of keywords in the content, it’s clear that a well-ranked website can’t survive without a happy mix of the two.

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Trust, banking and social media

I don’t think I’m being too controversial when I say that, over the last few years, trust in the banking system, banks and bankers (three very different things that have been unhelpfully lumped together by the mainstream media narrative), has taken a battering.

The financial sector as a whole has huge job to do and in my view, social media is going to play a key part in getting it done.

This post will look at two key issues around trust and social media: how to measure it and how to build it.

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AA and Warc downgrade UK adspend for 2012

The Advertising Association (AA) and Warc have downgraded claims that UK advertising spend will grow by 4.7% in 2012, as predicted earlier this year.

Forecasted growth for next year has dropped to 3.8%, which reflects the “deteriorating economic outlook and the impact of the Eurozone crisis on global corporate and consumer confidence”.

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The ticking digital talent time bomb

In new research conducted by Econsultancy, one of the key barriers to growth was identified as finding staff with suitable digital skills.

For the Digital Marketing: Organisational Structures and Resourcing report, we also asked participants in the survey about the specific skill areas that they perceived to be the most difficult to recruit for.

Web analytics and data topped the list, followed by social media, and content marketing, indicating that there is already a potential skills shortage in these areas.

When respondents were asked which digital marketing disciplines they anticipated would be the key areas of growth in the coming year, the top answers were social media, content marketing, and web analytics and data.

The fact that those areas of predicted growth in resourcing were the same as those that are already listed as being the most difficult to recruit for means one thing: a looming talent time bomb.

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