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Infographic: Why small companies are turning to marketing automation

Manual MethodsThis infographic from Software Advice coincides with the company’s latest edition of its annual Marketing Automation Trend Report. The 2015 figures revealed that that 98% of prospective small business buyers were looking to adopt marketing automation software for the first time, of which 37% came from the notoriously “slow to adopt” real estate industry.

Only 2% of buyers Software Advice spoke with already had a marketing automation system in place, with 61% of buyers using some type of software to manage marketing operations.

Buy now buttons: What they mean for brands

WEB_buy_now_buttonsTwitter and Facebook have been testing buy buttons for over a year now and both Pinterest and Instagram announced that they would be launching buy buttons soon. However, the most significant news in this space was Google recently announcing that they plan to add a ‘buy’ button to its Shopping Ads.

Google buy now button

Speaking at a recent conference in California, Google’s chief business officer, Omid Kordestani, announced that this will allow purchases to be made without leaving the Google results page. According to Kordestani, Google wants to “reduce friction” which it believes is one of the reasons why 90% of purchases are made offline.

Interacting isn’t engaging: Why we need to start applying dating theory to social media

It may be 2015, but – as with so many elements of marketing – there is still significant confusion around the difference between interaction and engagement. The reason for that confusion is simple; most marketers don’t want to admit to not knowing the difference so never get to the heart of the issue.

Interaction and engagement are phrases that have been thrown around in every single conversation since the term social media was coined – they are some of the basics, things that everyone feels they should understand. However, because of the lack of clarity on the difference between them, they have been used and abused to the point that they have merged into one buzz term, losing any real significance or place in a strategy discussion.

The resulting confusion is part of the reason why social media gurus/wizards/assassins exist to sell their ‘expertise’. It is also a key reason why brands still aren’t clear on the real value of social media to them and where it should sit in their marketing strategy.

Embracing new tools: how to increase the effectiveness of email marketing campaigns

WEB_email_sendIntegrating new tools and technologies into a business’ digital marketing strategy is not only crucial to staying ahead of competitors, but is also key for keeping customers consistently engaged. And there’s a whole host of things digital marketers can do to refresh their campaigns.

One of the useful tools we use in our digital marketing mix, and see the most return on, is email marketing. Here’s an overview of some of the ways that we adopt new tools into our email marketing strategy.

Integrate new technologies

According to the Direct Marketing Association, 66% of people that receive an email-marketing message make a purchase or engage with the brand – this is miles ahead of other tactics like direct mail and social media. Because it’s such an effective digital marketing tool, new technologies are constantly being produced to make email marketing even better.

Do the words ‘digital transformation’ make you feel challenged/optimistic/excited?

That sounds about right, according to a new study published by Adobe. The Digital Roadblock Report 2015 highlighted that UK marketers are feeling equally challenged (49%), optimistic (47%) and excited (46%) about digital transformation within the industry.

A total of 451 UK marketers revealed that with the upsurge of the Internet of Things and wearable devices, new technologies are driving this change (61%) and contributing heavily to consumer expectations on how brands communicate with them.

Did you Facebook with ‘pride’?

WEB_Facebook_Pride_rainbowIt’s likely that your Facebook feed has been filled up with colourful rainbow pictures in the past week and that’s thanks to the Supreme Court finally making same-sex marriage legal in the USA – great news. Quickly cashing in on the news was Facebook, which quickly unveiled a Celebrate Pride tool – where any user could easily put a rainbow filter on their profile pictures to show their support.

The result? One million-plus users changed their profile within the first few hours of the tool launching and it quickly became a popular newsfeed trend. Result – great move, Zuckerberg.

Wearables are the future of search

WEB_Apple_Watch_greenSince the launch of the Apple Watch, everybody has been talking about wearables. From Google Glass to fitness bands and smart watches, the potential of these technologies are clear, but the current practical applications far from appeal to everybody.

In the context of search, they do offer a new perspective – particularly smart watches, where people are using voice and predictive search rather than conducting traditional text searches.

The term ‘predictive search’ refers to Google Now, a tool that tries to predict what you might search for, and offers you an assortment of those results without you ever needing to type anything in. But the term ‘predictive search’ is no longer relevant here. It has evolved. These searches aren’t predictions, they’re actual searches just without a keyword. Therefore using the term ‘contextual search’ instead makes far more sense.

Why you should build a content marketing strategy for an online business

Image1Generating clients for our new project by using the internet with the final goal of bringing in revenue and growth over the long term is the biggest challenge that every new entrepreneur must solve.

Here’s our experience over the last six years about “why” a content marketing strategy is the best thing to put into place.

1. Because we generate value

The first reason is that content marketing creates value for the end user, while a traditional ads does not achieve this effect. Doing marketing through the use of content is born out of an entirely different focus from what we are used to and this is the reason which will enable us to be able to achieve excellent results. Because this conceptual change is derived from something essential: if we are able to generate value for our users by way of content, at the end of the day we will be developing a relationship with them.

The Daily Poke: You say ByeBuy, we say hello

You say ByeBuyQueen said it best, “I want it all and I want it now.”

With so many exciting tech products being released on a regular basis, and a dazzling future of wearables and virtual reality platforms, you wouldn’t be blamed for feeling like a tech commitment-phobe.

The 1,072 words that will change how you write headlines forever

ContextWordsGhostCreating a great headline can feel like a science experiment. Whether you’re in advertising, marketing, PR, or journalism, all forms of digital communication revolve around crafting words for a desired effect.

If you’re like me, you often makee unsubstantiated guesses about the best combination of words or ideal headline style. Do I write for the curiosity gap? Is this a how-to post or listicle? Should I put a number in the headline? Or is this an SEO-play, and I’m writing for Google?

From search to social to editorial and even print, each channel is different. That’s why it’s important for content creators, marketers and brand advertisers to know the right tricks for the right channels.