Marketing personas characterise target users or potential customers and sum up all their key information – and segmenting a database by personas has been proven to increase uptake. Here’s how to create and leverage this sales and marketing tool for best effect.
There have been plenty of cases where vexed staff have criticised employers on social media – but what can companies do to prevent ‘brand-bashing’? Award-winning author Luan Wise says the key is in setting up an effective social media policy – here’s her strategy on limiting potential damage.
Most business leaders now have an awareness of GDPR and its requirements. They’re keen to select and implement technologies to aid GDPR compliance. But important foundational capabilities should be addressed before technical controls for data protection are deployed.
It’s a huge burden for marketers aiming to stay on the right side of the law – and the customer – but deciphering and complying with the forthcoming changes in data protection regulations (GDPR and ePrivacy Regulation) are creating a major consent dilemma for businesses across the UK. Take heart! Here’s some help and guidance from those at the coalface who have been examining how ‘legitimate interests’ might apply.
Brands aim to truly connect with their audiences and UGC is proving to be an excellent way of engaging existing and potential consumers. But does your brand know the rules? Do you understand user generated content licensing regulations? Avoid a litigious path of potential banana skins, says Simon Banks at Lobster – get to grips with the rights and wrongs of using UGC.
Some major brands are really ‘getting it right’ on Facebook, attracting and retaining hundreds of thousands of followers. How do they do it? What’s their strategy for success? And what can smaller businesses do emulate that success and get more followers on Facebook? Here’s some top tips:
People are living longer and demographics are shifting rapidly, with older consumers switching on to digital. However, being internet-savvy doesn’t mean they are fully confident around social media. Marketers should be aware of the rising ‘silver surfer’ age group, says Phil Aiston, but understand their online behaviour and adjust accordingly when it comes to social marketing.
We have grown used to exaggerated ad pitches from desperate salespeople, but now the web is beset by fake news, gathering click-throughs from intrigued viewers. Research from Rakuten shows us that brands that advertise on websites carrying fake content are suffering; their reputations tarnished. Can we save the web in this ‘era of untruth’?
Marketers aim to understand all potential customers’ needs, desires and behaviours in order to give them personalised access to their services and goods. So why do they shy away from segmenting minority populations according to ethnic groups, culture and background? Prof Richard Webber says that by ignoring those differences – albeit with noble and non-racist intent – marketers are actually depriving those potential consumers of the benefits of customer experience personalisation.
Increase traffic to your website through tactical use of keywords, but also ensure that traffic results in conversions. Here’s how to move a search into the buying funnel and thus help your brand to grow: