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monty python plaque

Automating SEO: An introduction to Python

One of the most practical and inspiring talks at last week's Brighton SEO came from Anita Valentinova, on the topic of using Python to automate SEO.

Valentinova is a senior SEO specialist at VistaPrint, a company that runs 21 websites with over 40,000 webpages.

Unsurprisingly, automation is an attractive prospect when working at that scale and though Valentinova is a relative newcomer to Python, she explained how excited she was to try out new scripts in her day-to-day role.

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Three brands recently 'shamed' in China and how others can avoid a similar fate

Marketing in China can be tricky. Consumers there are eager to learn about Western brands, but that interest can quickly turn to outrage if people feel that companies have been misleading.

Here are three recent stories of brands that 'lost face' in China and how others can avoid the same fate.

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Why Instagram is the ideal platform for fitness brands

The new year might see a surge in gym memberships, but spring time is when things start to get serious.

Thanks to social media, there’s a constant stream of motivation to draw on, with a plethora of fitness and sports brands capitalising on our ongoing quests for self-improvement.

While other industries might concentrate on a multi-platform approach, also using the likes of Facebook and YouTube to reach an audience, fitness brands seem to typically concentrate on Instagram to drive social strategy.

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Crocs aims to turn around fortunes with celebrity-driven campaign: Will it work?

Never has a brand of shoes been the source of such derision as Crocs. 

You know the ones. The rubbery, foam-like clogs with holes in them – usually worn by people who work on their feet all day long or laugh in the face of what’s ‘cool’. 

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dark pattern

13 examples of dark patterns in ecommerce checkouts

Dark patterns are deceptive parts of a digital user interface, designed to trick the user into making a decision that benefits the business involved.

Darkpatterns.org is a terrific website conceived by Harry Brignull as part of a campaign to raise awareness of dark patterns. The site includes a roundup of the most common categories of dark patterns, as well as a hall of shame with examples submitted by the UX community.

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Four examples of brands using educational content marketing

Education can be a powerful marketing tool for brands. Knowledge is power, after all.

Interestingly, research has shown two thirds of consumers prefer content marketing that educates and informs them about a subject or product, meaning it could be even more effective than pure entertainment.

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Why can't marketers understand the customer journey?

'Why?' questions are always difficult to answer, but the current state of customer experience is puzzling.

Almost every survey of marketers indicates that improving the customer experience is at the top of the priorities list, yet marketers often lament at their inability to make the changes necessary to do so.

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Could established financial services firms lose a quarter of their revenue to fintechs?

Upstart fintech companies are disrupting established financial services players, namely large banks, but just how serious a threat are these upstarts to firms that collectively control trillions of dollars of capital?

According to a new study conducted by PricewaterhouseCoopers, which polled more than 1,300 executives, established financial services firms could lose nearly a quarter (24%) of their revenue to fintechs in the next three to five years.

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brand funnel

You're (still) not tracking CPA properly and here’s why

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922). Are we any closer to answering that fully in 2017?

Calculating CPA (cost per acquisition, also referred to as CPL - cost per lead) is a challenge. But tracking the cost of your first acquisition point (which may be a lead or a customer) is essential in understanding marketing channel efficiency and equally marketing-mix efficiency.

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SME case study: How an auction house added Facebook Live to its digital strategy

A regional auction house might not sound like the most obvious example of digital transformation. However, Simon Charles Auctioneers has demonstrated how being digital-first can generate big results - even for the smallest of companies.

In the past year, the auction house has transferred its offline marketing activity online, using a combination of video content, social media and email marketing to target consumers. 

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How visual search is helping ecommerce brands

It’s a hard thing for a writer to admit, but sometimes, it can be downright tricky to find the right words. When it comes to searching for products online, it’s usually much easier to imagine what you want than describe it.

Luckily, visual search is helping to change this, making it much easier for consumers to find exactly what it is they’re looking for.

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Mark Ritson & Byron Sharp to headline Festival of Marketing 2017

The latest headline attraction for the Festival of Marketing 2017 has just been announced, with attendees getting two marketing heavyweights for the price of one.

Professors Byron Sharp and Mark Ritson will square off in the most important debate you’ll hear this year, offering their own bold visions for the future of our industry.

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