Month: August 2019

Internet Marketing

Whether in-house, outsource, or anything in between, agencies can – and do – help

Programmatic is now mainstream – expected to account for almost 90% of digital display ad spend in the UK next year – so brands naturally want to understand it better and gain more control over how their advertising budgets are spent.
To achieve this greater level of understanding and control, many brands are taking steps towards in-housing programmatic. An IAB study conducted across multiple European markets revealed that 86% of programmatically active brands already have some in-house capability. As well as providing the opportunity to learn about the programmatic space, in-housing can enable brands to standardise part of the stack, retain control over their valuable first-party data, and own direct contracts with technology vendors such as demand-side platforms, ultimately increasing transparency.
But, first, we need to be clear:

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Internet Marketing

The new marketing jobs which will emerge in the next decade – from creative to data

Once upon a time, the world of the marketer was very simple: acquire people’s attention and then shout the loudest. This approach worked well with fewer channels and longer attention spans. Today, however, we are assailed with literally hundreds if not thousands of messages every day, with algorithms that predict exactly what to serve our audiences and when.
The business of marketing is now fiendishly complex to master. One wrong step and brands that have taken years to build can suffer catastrophic damage. Those swaggering, sharp suits of marketers now seem an anachronism, and have instead been replaced by the savvy hipsters who “get” the finely tuned interplay between offline and online channels, algorithms, and empathy.
At the root of the successful marketer is an agile mindset coupled with an

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Internet Marketing

How to define your social media strategy – in six simple steps

Social media is an immensely powerful tool that, when used correctly, can increase brand awareness and perception, grow a loyal customer base and demonstrate an ‘always on’ customer service.
However, in order to have an established, consistent and successful presence online, there must firstly be a strong strategy in place. Otherwise organisations are missing out on a huge opportunity, and the competition is likely to take full advantage.
But what should marketing managers, and their teams, be aware of when compiling a strong plan for their digital activity? A good place is to begin with these six simple steps.
Assessing competitors’ content
As with the beginnings of any great marketing project, when it comes to planning, research is key. And, a great place to start is by analysing what’s already out there.
Considering

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Internet Marketing

The Importance of Fonts in Web Design – Do You Have The Right One?

Long before the age of technology, fonts have been evolving. We’ve come a long way since scriptwriting, mainly because our works are no longer in scrolls but anywhere from screens to print ads.
Fonts have changed with our times and the means of which content was presented to us, yet that doesn’t mean all fonts have gone outdated. Some of them outlasted the test of time and are still used today!
Finding that perfect font can often feel like locating a needle in a haystack, however, it’s important to remember that before we dive into that haystack, we need to understand a few of the basics of font pairing.
A bit of history about fonts
Going back to the beginning, it all started with the serif font. The first category of serif

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Internet Marketing

How to Master The Art of Customer Loyalty Management

Brands and businesses across the Globe look to channelize all their marketing, promotional, and operational endeavors to attain one long-term vision…
To generate an influx of revenue that is well and truly more than the year gone by.
Right at the epicenter of this vision lays the trump-card that more often than not helps brands acquire the revenue they are after. They are popularly known as the customers, and it’s imperative that they are treated well.
Now it’s one thing having existing customers, but something else to keep them around for the longest time to come. And then there is the whole proposition of acquiring new ones altogether. While it’s comparatively more expensive for a brand to achieve the latter, it is just as important.
It’s a hi-tech and competitive world today.

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Internet Marketing

Solving the CRM headache with AI: Finding the missing pieces of the data puzzle

CRM has the potential to be an extremely useful tool for sales teams. It has transformed the way businesses store their data, interact with customers and prospects, and forecast growth. However, it has also presented sales reps with the headache of manually collecting all the data.
This is a mundane and often neglected task that has resulted in organisations having incomplete and broken data in their CRM systems and a massive leakage of value throughout their funnel due to the human factor. In fact, Salesforce itself has estimated that 91% of CRM data is incomplete and that 70% of that data decays annually. This is where artificial intelligence (AI) can make a big difference. 
The impact of artificial intelligence
The advent of AI and automation promises to have a transformational impact

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Case study: How omnichannel communication could bring benefits to social housing

“Many people living in England’s four million social homes feel ignored and stigmatised, too often treated with a lack of respect by landlords who appear remote, unaccountable and uninterested in meeting their needs.”
This is the damning verdict of the UK government’s social housing Green Paper, “A New Deal for Social Housing”, which sets out the government’s aim to rebalance the relationship between landlords and tenants.
In the aftermath of tragedies such as the Grenfell Tower fire, the Government has put the needs of social housing tenants front and centre – an attention unlikely to be altered by the change of Prime Minister. A key component of this is ensuring that those living in social housing are able to air concerns, and that housing associations and councils are engaging with

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3 Ways to Combine Social Media and PPC For More Conversions

Social media is home to billions of users worldwide. 2.62 billion, to be exact.
And PPC has a proven track record: producing $2 for every dollar spent.
The only problem is: how can you leverage both?
Sure, you can run campaigns on Facebook or promoted posts on Instagram.
Meanwhile, you can launch targeted search campaigns on Google.
But, what if you could combine both, creating a seamless experience for users from start to finish?
Here are three ways to do just that and get more conversions.
1. Target specific social post engagements with Google Remarketing
Social media is rarely a place for more conversions. People are there to engage with their family, friends, and people they follow.
Users are rarely going on Facebook with the goal of purchasing products.
Sure, they may discover products on social, but the intent

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Internet Marketing

Why continuous testing holds the key to effective omnichannel marketing

Innovation isn’t just what keeps marketing interesting; it’s an essential part of the job. The constant stream of channels, tools and technologies makes for an ever-changing landscape, and an expanding list of priorities. No wonder CMOs currently devote 16% of their budgets to innovation and 9% feel it’s crucial to deliver on their marketing strategies. 
But managing endless change can be challenging. Marketers can’t adopt every new platform or build their campaigns around each consumer trend. Before they invest in innovative campaigns, they need a budget green light and senior level buy-in. 
This makes testing vital. By proving the impact of new initiatives, marketers can justify a larger rollout. Provided, of course, they are using the right metrics to draw a clear line from their activities to sales.
Old-school measurement doesn’t

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How to Reach Your Potential In an Ever-Changing Workplace

Career progression used to be linear…
Get a job, work hard, and make your way up the organizational hierarchy.
Predefined structures determined a career path and tenure was reflected in a salary.
Over the past few decades, the workplace has embarked on a new journey.
Globalization has changed cultural expectations and technology has redefined roles, eliminated jobs, and created new opportunities.
The path forward for a career-focused individual is far from linear – it’s murky, complex, and always changing.
Unfortunately, we are moving too slowly to keep up.
Deloitte’s 2019 report on Global Human Capital Trends revealed that for the 10 most prominent trends voted as “Important or Very Important” by respondents, we are severely lacking readiness.

Is it any wonder that learning sits atop this tree as the most important and pressing issue in the

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Internet Marketing

7 Psychological Techniques to Increase Your Web Page Dwell Time (With Examples from Experts)

A high click-through rate (CTR) may help you get higher rankings on the search results pages. But a high dwell time will help you keep those rankings.
When a search engine user visits your page and spends a lot of time going through your content, search engines see your page as providing value.
And in most cases, this is true.
As Duane Forrester said when he first used the term “dwell time” on Bing’s blog:
“If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time.”
He then continued:
“And while that’s not the only factor we review when helping to determine quality, it’s a signal we watch.”
Now, the big question is: how do you present accurate

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Internet Marketing

A Complete Guide on Using a “Limited Time Offer” to Optimize Conversions

Consider yourself in a Starbucks store on a cool autumn evening, which latte would you go for, the one that is available every day or the season’s specialty?
The season’s specialty should be the clear winner. The Pumpkin Spiced Latte is one of the most outstanding limited time offers of Starbucks. The reason why Starbucks lovers go crazy for it is the unique taste that they can only enjoy in the fall. This, in turn, makes it one of the most sought after and popular Starbucks products, it also contributes to elevating sales.
So, what is the secret behind this ever-increasing Spiced Latte fandom and love?
Anticipation – a powerful force that is sure to bring multitudes of customers running through the doors.  A limited time offer is a perfect tool

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Internet Marketing

How Video Content Can Help You Boost Your Google Rankings

Google’s search algorithms are inclined to deliver a good user experience. That’s why you need to create content that is authentic, relevant, and valuable to your target audience.
A majority of SEO professionals create and optimize various types of content such as blog posts, infographics, and images to increase their brands’ search visibility. However, one type of content that is quite underutilized in the world of SEO is video content.
Though 87% of brands now use video content as a marketing tool, not many focus on deriving its SEO benefits.
If used effectively, videos can significantly contribute to your overall SEO strategy, in a couple of ways. Let’s see how video content can help you boost your SERP rankings.
Drive more traffic to your website
Consumers enjoy video content. U.S. adults aged 18

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Internet Marketing

How to Get People Off Your Website and Into Your Store

You could have the greatest website in the world with the highest SEO ranking, but if you sell physical products or services, and depend on people coming to see you face-to-face, you’re probably not making much of a living.
In a world that is so digitally focused, how do you get people to tear themselves away from their screens, get into their cars, and come into your store?
It’s all about creating a customer journey and guiding your new website visitors into your space. Surprisingly, a very small number of brick and mortar business website ask their visitors to do anything at all. Yet, a simple directive is often all it takes to move people to action.
1. Tell your visitors what you want them to do
When someone lands on your

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Internet Marketing

Reappraising ‘matching luggage’: How creative consistency could supercharge your campaign

“Short-termism” is currently a growing concern in the digital advertising business. While explicit measurement was the promise of digital advertising a decade ago, that same capability has driven a focus on short-term ad impact metrics, i.e, efficiency over effectiveness. 
Measuring campaign effectiveness is an essential part of digital advertising; but it’s also one of the most challenging. Not only this, but with more and more questions being raised about the true value of current methods such as click-through rates, it could be time to consider setting a new industry standard.
Finding an alternative
So, what could this new standard look like?
Over the past decade Inskin has found that attention – defined as visual engagement – is the most potent measure of ad effectiveness. Working with eye-tracking specialists Lumen Research, we have

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Beware of shiny new candy: R3 principal Greg Paull on shaping the future of martech

For many marketing professionals, the opportunity to get to grips with new technology is like being a child in a candy store.
So many choices, so much opportunity. Yet there is always a caveat. The need for speed may be important, but so is getting things right. Experimentation is fruitful, but do not work with technology for technology’s sake.
Luckily, help may be at hand. R3 is a global consultancy which focuses purely on marketers’ needs, and the company recently issued a report that takes a look at 40 marketing technology companies making change from their clients across the globe.
Principal Greg Paull notes the company’s unique position among consultancies – one which has been going strong for the better part of two decades. “We started the company about 17 years

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While JustEat and Uber Eats fight for their share of the turf – restaurants can capitalise

In the last month, JustEat announced more than 100 layoffs as the result of increased competition from Uber Eats and Deliveroo. Meanwhile, Uber just suffered its worst ever financial quarter, losing a staggering £4bn in just three months – even though its share price remained unaffected.
Given the uncertainty surrounding these businesses, predicting the future of the food delivery market is extremely difficult. All three businesses are vying for market domination, targeting the same customers with a similar market proposition. It will be fascinating to see who comes out on top, not least for tens of thousands of restaurants and UK businesses who will be caught in the crossfire, whose success and livelihood may depend on the outcome.  
In these uncertain times, it is imperative that restaurants adjust

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Facebook aims to assuage user trust concerns with Off-Facebook Activity tool

Facebook is giving its users more guidance on data it holds on apps and websites interacting with the social giant.
The company is launching Off-Facebook Activity, which aims to ‘help shed more light on practices that are common yet not always well understood’, in the words of Erin Egan, Facebook chief privacy officer for policy and David Baser, director of product management.
Despite its dystopian name, users can see a summary of the information other apps and websites have sent Facebook, disconnect it from their account and do so for future ‘off-Facebook activity.’
“Many apps and websites are free because they’re supported by online advertising,” wrote Egan and Baser, “and to reach people who are more likely to care about what they are selling, businesses often share data about people’s interactions on their

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Internet Marketing

Selling with a plan: Bridging the gap between customer experience and expectations

Despite the paradigm shift that CRM brought to the world of sales, enterprises are still struggling with failure rates wildly disproportionate to the sales teams’ talent and hard work.
Customers and prospects today are smart, data savvy and very well informed before they even speak to a salesperson. This makes them more educated and demanding than ever before. However sales teams are having a hard time adapting to the needs of the digital era: many still tend to approach customers and prospects without understanding their needs and their priorities, or how they measure success.
This lack of understanding of the customers and how they want to buy leads to frustration and usually ends up in an unsuccessful conversion. As a result, sales teams scramble to win new business and miss

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VRJAM and Agora partnership aims to provide sleek – and sustainable – VR event experience

The events industry in the UK is worth somewhere in the £40 billion area today. 2014 figures from BVEP put it just below that figure, while an AV Technology piece from last year spiked it at £42.3bn. 
This includes everything from the events themselves to travel costs – many readers will understand the ‘on the road’ mentality that comes with frequent executive international travel. But with climate awareness continuing to gain traction – Greta Thunberg currently being en route to New York via boat to send a message about ‘flight shaming’ – can more be done to curtail event travel?
VRJAM thinks so. The company has announced the launch of a partnership with Agora, a voice, video and interactive streaming platform, to create an ‘event technology platform’ utilising virtual reality

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These 7 Impactful Business Books Will Change Your Business This Year

You’ve heard that Warren Buffet reads 5-6 hours per day.
Mark Cuban is reading up to three hours a day.
But what gets left out of that equation is they have time to read because they’ve built their business in a way that provides them that time.
Odds are, you’re reading this because you’re still on your path to their level.
In today’s competitive business world, it’s more crucial than ever to invest time daily to keep up with the latest research, strategies, tactics, and mindsets to be at your best.
Below are seven impactful business books that will help transform your business this year. Afraid you won’t have time to read them all? Here’s a great guide by James Clear about how to read more.
1. Overlap by Sean McCabe

For the thousands of

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Good news, fake news: The media’s fight for encryption – and against misinformation

According to reports, senior figures in the Trump administration held a meeting last month to consider whether to pursue legislation outlawing end-to-end encryption on US-made messaging apps.
While the ultimate outcome of the meeting is yet to be seen, it brings to light a serious question that we all – governments, consumers and businesses – need to ask ourselves: what do we lose when private messaging is truly private?
On the one hand, end-to-end encryption means that private messaging conversations aren’t able to be subjected to government surveillance, data harvesting and the sort of targeted advertising that has become pervasive and a little creepy.
On the other hand, encrypted messaging makes it almost impossible for law enforcement, journalists and even the chat platforms themselves to combat hate speech, harassment, illicit activity

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How artificial intelligence drives genuine ROI from real customer feedback

Artificial intelligence is transforming the effectiveness of marketing, using insights extracted from content contributed by customers in reviews and surveys.
Until now, however, it has been tough for marketing departments to convince sceptical boards of senior directors that this is an area deserving of investment. What has changed is the ability to demonstrate direct ROI from the use of these insights. Ears prick up when it’s explained how AI generates increased individualisation and potentiates the impact of marketing, leading to substantial increases in retention.
As is often quoted, it costs five times more to attract a new customer than to retain one and a five per cent increase in retention can deliver substantial revenue increases.
AI turns real feedback from real customers into a goldmine
The gains flow in when an organisation

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