SEO – Search Engine Optimisation – is one of the greatest tools that online marketing offers, but it can work for or against you. It all comes down to your knowledge of the SEO rules and standards that apply to all sites on the internet, even the best-known ones. Abide by these rules and watch your rankings soar – ignore them at your peril:
The power of data and the dangers to business if marketers continue to misuse data by delivering bad customer experiences were discussed at a recent conference: Data experts agreed how vital it is to use data effectively.
Relevant brand partnership can help marketers deliver successful loyalty programmes – and the strategy goes beyond offering exclusive and unexpected customer experiences. Partnerships also give brands access to a wider set of customer data that will drive loyalty by association. What’s not to like? Just make sure you get the right partnership, says Chris Wilson.
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.
Clever PR tactic or high-level marketing strategy? Does this new weather personalisation tool highlight how innovative data analytics and personalisation can elevate consumer engagement? Personalisation is among the year’s biggest trends and a shopper’s experience is becoming as important as product and price, says Michelle Huff. With the right technology, personalisation can be integrated into any marketing strategy quickly and effectively.
Your social media strategy should be carefully tailored, research shows, because different demographics use multiple channels in unique ways – and a brand which uses the same approach across platforms and age groups is unlikely to get good results. Here’s why certain brands should examine their data and hone a Snapchat marketing strategy to target a particular audience.
Don’t underestimate the value of CRM: across the EMEA region, smaller businesses are realising its measurable benefits, driving growth. New research examining business processes and the customer journey has resulted in this infographic.