influence

How to help your digital marketing strategy to succeed

Earlier this year I wrote about how to start formulating a digital marketing strategy.

Getting the strategy right is of course paramount. But even when the strategy is right, if it’s not understood, supported, and turned into action then it’s barely more than an academic exercise.

Ella Fitzgerald was on the money when she sang “tain’t what you do, it’s the way that you do it… that’s what gets results”.

Here are some actions to take when creating your digital marketing strategy that will also help to build the foundation for its success.

Greeks in plaid: the art of digital marketing persuasion

The techniques of content or the bigger genre of online marketing are not new, they’re just digitized. If you start looking seriously for the origins of digital marketing, you’ll ultimately land in 300BCE.

At its heart, digital marketing is persuasion. And if we’re talking about the basics of how to persuade, we should start with Aristotle.

Aristotle, the Greek philosopher and father of rhetoric, set the gold standard for persuasion. All digital marketing is a shadowy form (Hahaha! Philosophy joke. Anybody?) of his original tenets.

You could say that the basic principles of digital marketing are just ancient Greek wisdom dressed up in plaid (that’s what we digital marketers stereotypically wear in the States, at least).

Could chaos theory explain patterns of influence on social media?

Since we started to work on mapping influence patterns, I have been wondering if we could find easy recognizable patterns in influence maps. If so, we could probably predict influence patterns and the secret of ROI optimisation would be eventually revealed to CMOs !!! Stimulating thought. 

The recent history of science showed that behind apparently unpredictable phenomena, patterns could in fact be identified.

Further, similar patterns could be applied to domains as diverse as weather forecasting, traffic modelling or the evolution of populations: this is chaos theory.

So, could chaos theory explain patterns of influence on social media and resolve one of the biggest social media marketing enigmas for brands?

Influencer marketing is the new Eldorado: joining the gold rush

In part one of this two part post, I explained how the tides are shifting in digital marketing tools spend and the brave brands are focusing their attention away from general social media efforts towards social influencers who have the power to make a much larger impact. 

In this part, I’ll talk about the four toughest challenges marketers face in the Gold Rush to influencer marketing and how to overcome them to win.

Influencer marketing is the new Eldorado: who will lead the gold rush?

In this two part post, I’ll cover the rise of influencer marketing as a promising practice for social businesses and how to win the race to seize its benefits.

This first post will detail why influence marketing will enjoy very strong increases in marketing investment from brands in the coming years as they will realize it is a key element of their digital communication strategy.

The history of personalisation

Personalisation in retail is often seen as the latest development in online marketing but the practice itself is as old as the concept of retail.  

From the time of the earliest shopkeepers, good retailers would recognise their customer and tailor their pitch according to what they knew about them.