Are CMOs Prepared to face the Zero Moment of Truth?

By Krishnan Chatterjee, Strategic Head of Marketing at HCL Technologies

Remember the good old days, when marketing was easy? As it happens, neither do I, but the fact remains that ten years ago, the world of marketing was a far less crowded, cluttered and complex place to inhabit. In days gone by it used to be enough to produce a great TV commercial or direct mail campaign, and then sit back and watch as the customer walked into your store or contacted you directly. Today, however, the world is a very different place indeed.

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Mobile: An Essential Tool In Any Marketer’s Arsenal

By Ian Vint, managing director of Regital

Mobile presents us with a fairly unique advertising opportunity. For the first time, we now have a platform which simplifies the user journey and bridges the route from advert creative to a sales person at the end of the telephone. With just a few screen taps, the customer can view an ad and link straight through to a call, all without needing to change device. The whole process can also be tracked and entered back into the brand’s CRM database to build a better understanding of that customer and their consumer habits.

So why are some brands resisting mobile advertising?

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Are CMOs Prepared to face the Zero Moment of Truth?

By Krishnan Chatterjee, Strategic Head of Marketing at HCL Technologies

Remember the good old days, when marketing was easy? As it happens, neither do I, but the fact remains that ten years ago, the world of marketing was a far less crowded, cluttered and complex place to inhabit. In days gone by it used to be enough to produce a great TV commercial or direct mail campaign, and then sit back and watch as the customer walked into your store or contacted you directly. Today, however, the world is a very different place indeed.

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Using Google Analytics To Increase Conversions From Old Content

By Stephen Kenwright, Content Strategist at Branded3

Nobody mentions Freshness anymore; the reason is that there aren’t enough new ideas to go around. Being ahead of the curve on your blog might mean you’ll reap the rewards when it comes to rankings, but you can’t always be first.

You can usually be best, though, and you can always be better – and since Google released the Hummingbird algorithm update in August it’s fast becoming essential to offer the definitive experience for your readers.

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Extending The Reach Of Your Digital Marketing Campaigns

By Anthony Wilkey, Regional Director, Account Management Group, SmartFocus

In a world where consumers are bombarded with marketing messages, it’s even more important to ensure you’re delivering the right messages, to the right people via the right channels. New platforms are ever emerging and co-ordinating across multiple channels including email, landing pages and increasingly mobile and social can extend the reach of your digital marketing campaigns and in turn make them work collaboratively.

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Email Marketing ‘Top Ten Tips’

By Loren McDonald, Vice President of Industry Relations, Silverpop

Modern day marketers need to be aware that their brand messages are at risk of being swallowed up in the abyss that can be email marketing. On average per person, per day consumers are receiving over 30,000 advertising messages, so it is essential that your business stands out from the crowd. Below are my essential, top ten email marketing tips:

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Why Are Digital Skills So Important?

By Claire West, Fresh Business Thinking
“I think I’ve been on record as saying before that you can’t be a proper citizen if you don’t know how to use the internet and I mean by that, that you are missing out on so many of the benefits of being online. So, we know that you save money online, you’re more likely to get work, your children will do better at school, you’ll feel more connected to people around you, so, I think it’s incredibly important that we make sure as many people as possible are able to enjoy all of the massive benefits of the web.” Martha Lane Fox 

Go Global Or Go Local

By Claire West, Fresh Business Thinking

Are you using the potential of local search to its full potential? Most businesses aren’t. However, businesses that target their ads locally can reach new customers in their area who are searching for a business just like theirs.

What about Global search? What are the opportunities there?

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