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Redefining catalogue communications
What you need to know to supercharge your catalogues in the multi-channel, multi-device digital age. Your business is under threat. Margins are under pressure, marketing budgets are being squeezed and God knows where the overall economy is heading. But before you turn the page, this is no doom and gloom piece, far from it. There are a number of ways you can dramatically improve your reach, achieve unprecedented levels of engagement, increase conversion and improve on-going loyalty around your brand. If you are already investing…
Content [is/is not] King (delete as appropriate)
An interesting debate was sparked within LinkedIn’s Chief Content Officer group this week. It centred around the (now rather tiresome) adage that ‘Content is King.’ It began when Ben Dorsey, a VP Marketing and Communications based in Indiana, suggested that if Content is King, then the organisation of that content is Queen. Disagreeing with this viewpoint (and struggling with the premise that organisation of anything can be particularly regal) I waded into the debate and aired my view that content isn’t ‘King,’ and that in…
Holidays mean Facebook games right? Wrong.
An interesting article posted by Tricia Duryee on AllThingsD today, appears to confirm, if confirmation were needed, the need for businesses of all kinds to ensure they take mobile into account both for product and for engagement. The article, entitled ‘Americans Played Anything but Social Games During the Holidays,‘ explains that during the Christmas period, when people are away from work and no longer spending prolonged periods in front of a computer, participation in online games via Facebook dropped considerably. Whilst it’s no surprise that…
Redefining catalogue communications
What you need to know to supercharge your catalogues in the multi-channel, multi-device digital age. Your business is under threat. Margins are under pressure, marketing budgets are being squeezed and God knows where the overall economy is heading. But before you turn the page, this is no doom and gloom piece, far from it. There are a number of ways you can dramatically improve your reach, achieve unprecedented levels of engagement, increase conversion and improve on-going loyalty around your brand. If you are already investing…
Keeping your content fresh
Content is becoming the central battleground in marketing and engagement as summed up by a recent article in the NMA that declared ‘Content is no longer king, it is master of the Universe!’. But there is a big difference between creating lots of content for the sake of it and creating relevant and engaging content. So how can you create great content that will captivate and inspire your customers? Here are my top tips to creating engaging content: 1 Know your audience It’s easy to say you…
‘Earning’ your customers love
A recent Yahoo! study into Paid, Earned and Owned Media revealed that marketers need to “think about brand storytelling in the context of a romantic relationship.” We love this analogy. It perfectly sums up the journey of a consumer through these key points in the relationship with your brand. Paid (‘first date’) is really important, of course you want to make a great first impression, but the move to owned (“get closer”) and earned (“being in a relationship”) is where it gets deep and meaningful! Just like a…
Brands must counteract ‘social media fatigue’
Is there maybe a little fatigue creeping into your social interactivity? You’re not alone according to new research from Gartner, which has found that some web users are losing interest in social networking sites. A study of 6,295 people aged between 13 and 74 by Gartner found signs of maturity in the social media market, with some users beginning to experience ‘social media fatigue’ as they start to visit their favourite social networking sites less frequently. Although this fatigue seems to be most noticeable amongst the…
Kings of retail
The customer has long reigned as king in the world of retail and yet the way in which some brands attempt to communicate with them, doesn’t really reflect the high position in which they are supposedly held. But there is another king called ‘content’ that is getting an increasing amount of attention from brands as it may well hold the key to engaging with customers in a much more effective way. Content has of course always been present in one way or another in marketing,…
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