I love information; after all, I am a marketer who believes in the power of data to improve communications. So a registration form is something of a guilty pleasure with all the information it contains on prospects and customers. But do we get so wrapped up in what we want from the data that we […]
Is your email a bit of a tight squeeze?
We have a bit of a soft spot for email. Over the last couple of months, we’ve chatted about a renaissance in its effectiveness but also the need for marketers to give their email activity a bit of a revamp. If we were asked the single big change we would make (apart from “test, test […]
Check the basics of your email campaigns
I recently had the pleasure of sorting through a long forgotten personal email inbox. In the last year, 5,683 emails had been delivered. A couple of hours later I had cleared it out and unsubscribed from many of the organisations. This gave me quite a bit of time to think about these email campaigns. Possibly […]
Email – The second coming
For the last 10 years, we’ve been hearing about the demise of email. All sorts of new things were due to replace it. But, interestingly, we think it is one of the final alleged nails in email’s coffin that has actually made it more relevant than ever. The arrival of smartphones and tablets is seeing […]
How big do you want your data?
The Walmart database is estimated to contain 2.5 petabytes of data. That is a 25 followed by 14 zeroes. Which seems pretty big until you look at a real “big data” project, NASA’s climate simulation centre (NCCS) which is 13 times the size. You’d think they would be better at weather forecasts with all that […]
B2B companies and content marketing
I was lecturing at the Institute of Digital & Direct Marketing and we had an interesting discussion on B2B content marketing. Particularly, how marketing and digital managers are under a lot of pressure to produce web/social media content themselves, often with little or no help. The students on the course described that colleagues can be […]
Web and Social Media; be selective with the ways to re-use content
A while back we blogged about the perils of using the same content across a range of media without considering their differences. We stick by what we said then but we also know that it makes sense to maximise the use of assets. A client for whom we create web and email content recently asked […]
How B2B companies can measure the success of their content marketing
The A level and GCSE results are now out and over the last few weeks we have been busy congratulating/commiserating with various relatives over their success/disappointment. It struck me that regardless of the arguments regarding the comparative performance of one year versus the next at least all that hard work is rewarded with one definitive […]
Measure and improve Net Promoter Score using email marketing
We have been talking to a number of companies in the consumer durables sector whose primary means of sales distribution is via third party dealer networks. So, customer engagement programmes need to drive consumers back to their retailer, which means ROI measurement is a challenge. One way is to do this is to use the […]
10 good reasons to use video in B2B marketing
Video is easy to understand – images are processed by the brain 60,000 times more readily than words, so it’s especially good if your product/service is technical or in any way complicated Video tends to be more memorable than text – http://contently.com/strategist/2013/03/20/the-ultimate-case-for-video-marketing-infographic/ Video conveys brand personality better than text alone – let your customers hear […]