Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!
There’s an element of chance with every marketing campaign, but the more a business knows about its target audience, the better the chance of resonating with consumers . . . which is why researching your market is so important.
The industry has typically struggled with a lack of insight into what exactly is repelling consumers when they switch off advertising. Why doesn’t it appeal to them? What can advertisers do to get their attention?
The marketing ‘funnel’ is a neat way to demonstrate how people go on a journey when we market to them, but is no representative of how humans work or behave. So, rather than obsessing about each stage of that F word, shouldn’t we be thinking more about how we optimise our ‘Content’?
In 2016, the Donald Trump US Presidential Election campaign machinery effectively utilised massive free media exposure on cable news channels, tweeting, re-tweeting and social media ads to change the dynamic of campaign ad spending; for the first time in history, spending on US elections decreased.
Don’t let your carefully created digital content languish unseen on your website – use social walls to help you get the attention you deserve. Here’s how.
The growth of the internet has brought about many advantages for consumers, particularly when it comes to shopping. However, the internet also presents significant opportunities for counterfeiters and it is becoming easier to reach consumers in the online space with fake products.
Are businesses being smart with their budgets or are they still sending out marketing messages in bulk without thought for personalisation or what the customer actually wants?
Think about the last time you shared any digital content. Or when you told a story to someone about a product or a customer experience. Why did you share it? Was it because it stirred an emotion? Learn how to leverage empathy and make your campaigns truly engaging.
Brands that provide an authentic, personalised experience will better engage with customers and build long-lasting relationships. Channels may change and evolve, but one-to-one marketing remains key. So, are you doing it right?
Email marketing certainly isn’t dead, but needs a bit of nursing by brands wanting to connect with millennials – research shows. The stats reveal we should take particular note of two words: targeting and relevancy.