Sometimes it’s when you’re running the fastest that you need to slow down and ask some critical customer-related questions
It’s a good time to ask a few questions.
If you’re like most digital marketers, you’re pretty busy planning and executing campaigns, and maybe even running some A/B tests. But sometimes it’s when you’re running the fastest that you need to slow down and ask some critical customer-related questions.
[si_guide_block id="45342" title="Download our Business Resource – Online customer acquisition guide" description="This guide features a structured approach to creating an online acquisition plan by reviewing current performance; defining the right KPIs to control acquisition; creating a media and content engagement strategy; creating a zero-based budget model and reviewing attribution and tracking."/]
In this post, I share three questions you should be asking in 2019 to ensure that you’re fully connecting with your prospects and customers, and even anticipating their needs and issues before they arise. By…
Reaching readers on multiple channels while still optimizing for online advertising is difficult
No matter what size you are, all publishers face significant challenges today. Reaching readers on multiple channels while still optimizing for online advertising is difficult. As your business scales up, these challenges get increasingly more complicated - and technical.
The UK publisher DailyFeed.co.uk recently faced this challenge as it attempted to scale its audience, engage readers and better manage its online advertising. Companies looking to grow can learn from the specific tactics DailyFeed used to scale its content offering to over 500 million page views in the past six months. In addition, it achieved scale in terms of readership, site engagement and usability for the workforce.
Most of the hurdles DailyFeed faced are common among all growing publishers. You also most likely face challenges with:
Need for a scalable content management system to allow the site…
How sparking debate can reward the risk-takers in advertising
Despite the immediate public backlash around the British Army’s latest recruitment campaign, data suggests that it led to a drastic turnaround in the organization’s well-known struggles to bring in new recruits in recent years.
While certain behaviours of the younger generation are seen as faults (from binge gamers’ obsessive drive to snowflakes’ overly emotional state of being), the campaign aimed to explain that these flaws can, in fact, be valued character traits among army personnel.
In this blog, I’ll take a look at this emerging demographic before delving into the immediate public reaction post-launch, the campaign’s results and the risks involved with a campaign of this nature.
Who are "Generation Z"?
Often to the dismay of those defined as "Generation Z" - much like the Millennials who came before them - the…
How can building a digital community can help with business growth?
Rapidly changing technology is quickly making the old ways of brand management redundant. It’s also bringing to the forefront new ways of engaging with customers. A thriving digital community is one such way of creating customer engagement.
In 2012 a study found that customers spend 19% more after they join a company’s online community. The main point of the study was that businesses actually profit more from personally created social communities than from using third-party social networks like Facebook.
The point was not that companies should stay away from third-party channels, but rather to show the benefits of a custom network. Third-party platforms can still be good for a company’s bottom line, and they don’t require an initial cost to start. Different third-party platforms are good for different types of customers and customer interactions. Another advantage of third-party…
What sets apart those digital marketing strategies that you read about in case studies, from those failing strategies that never see the light of day?
Aside from the impact that budgeting and available resources will have on the outcome of any strategy, there are some steadfast rules you can stick to, to give your digital marketing strategy the best chance of success.
"What's the use of running if you are not on the right road?"
There’s a German proverb that says “what’s the use of running if you are not on the right road?” and needless to say I was shocked to discover from an infographic by Smart Insights and TFM&A that many marketers set out without so much as a digital marketing strategy!
[si_guide_block id="137122" title="Digital marketing case studies" description="Learn from brands who have successfully transformed their marketing across a…
"The customer journey is crucial and the foundation for the approach towards (future) clients" Arjen Vissers, Managing Director for Marketing and Communications at Aon
Our blog series ahead of the Brand Marketing Summit Europe is now coming to an end, with the third and final interview. In our previous blogs, we spoke to Michal Szaniecki and Bart Visser, both of whom are speaking at this year's summit.
Within the third interview of the series, we spoke to Arjen Vissers about how a marketing strategy with a structured approach that aims to build his brand is his focus for 2019.
Arjen Vissers is the Managing Director for Marketing and Communications for Aon leading strategy creation and implementation. With over 30 years’ experience in marketing, communications and sales in both B2B and B2C industries, Arjen has led a strong focus on digital…
Twitter's new reporting tool ahead of elections, LinkedIn's new 'services' feature, Facebook suing a company for selling fake 'likes', Instagram replacing travel brochures, Sri Lankan blocks social media following terrorist attacks, Snapchat seeing user recovery and Google adds fun Avengers-themed feature
This week has seen another update to Twitter, this time to help stop the spread of misinformation ahead of elections. A new reporting feature will allow users to flag incorrect information that could influence people's election decisions.
LinkedIn is helping freelancers and business-owners showcase their services on their profile with a new trial feature.
Facebook has launched a lawsuit against a company and individuals who have been selling fake engagement on Instagram.
New research has found that more people turn to Instagram to find holiday locations than travel agents, with many people choosing destinations based on how photogenic they are.
The Sri Lankan government has blocked social media while investigations into the terrorist attacks…
Digital marketing, simply put, cannot be ignored
No one can be found disputing the power of effective marketing. After all, if a marketing and advertising campaign are executed expertly, it can serve the requirements of any business and grow the demand for the product or service that they offer. While the need for marketing is still present, the areas where marketing is most effective has improved a lot.
The rapid growth in the field of digital marketing has launched a new era of human engagement throughout every aspect of life. For industries that are business-centered, the combined effect of digital technologies in promotion and marketing has proven to have a high value for online trade and distribution.
Since the world today is witnessing the feasibility of the digital era, marketing strategies involving the utilization of electronic media are prioritized in today’s business approach. Trends of a digital scene including personalized & unique content,…
"Brands have realized they need to create a compelling narrative that excites, surprises and inspires consumers, potentially through 'immersive' experiences" Bart Visser, Director of Brand Marketing Spark Networks SE
In preparation for the Brand Marketing Summit Europe, we are continuing with our interview series. Our previous interview featured Michal Szaniecki, Managing Director SEAT and CUPRA, Volkswagen Group. In this interview, we speak to Bart Visser to better understand what he sees as the biggest and most exciting marketing opportunities in 2019.
To see the full range of incites from the speakers of the summit, take a look at Incite Group's exclusive whitepaper.
Bart Visser is responsible for all global Brand Marketing efforts for Spark Networks SE, one of the global leaders in online dating. Among its top brands are EliteSingles, Christian Mingle, Jdate, eDarling, JSwipe and Attractive World. Operating in…
When an advertisement is specially curated for a specific audience segment based on their behaviors or needs, it is going to be more effective and incur a higher conversion rate
Just about every business is looking for better ways to connect with their customers. Customer engagement is the key to conversions and loyalty. According to one report by Super Office, businesses with higher engagement rates had an average retention rate of 89%.
One of the best ways to capture your customer’s attention and build engagement is by connecting them with the content that matches their preferences. This is why targeted marketing campaigns work so well. When an advertisement is specially curated for a specific audience segment based on their behaviors or needs, it is going to be more effective and incur a higher conversion rate.
[si_guide_block id="71497" title="Download our Free Resource – Google Analytics Fast…
