— Lovely Blue

Bidding fro your Brand

Ebay recently reported that “Brand keyword advertising is ineffective“. Bidding on your own company name using PPC to a lot of people seems pointless - you’re number one in Google so surely anyone looking for <Insert-Company-Name> will find your site? Bidding on PPC will mean you accrue a cost for traffic you’d get anyway.

I’ve thought that myself in the past and even thought of it as a tactic by unscruplous PPC agencies to bulk up the profitability of their campaigns! However since mid-January, I’ve been trialing a campaign for Collectables which has yeilded interesting results.

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Monitoring and Measuring Digital Campaigns 

Measurement of any digital marketing campaign is vitally important. Choosing the correct metric though is the key to success and not always obvious. Social media campaigns will use different metrics depending on the goal(s) of the campaign.

  1. Increase Following:  A goal to gather new “likes”, followers, or subscribers can be measured over the duration of the campaign within the social network itself.
  2. Engagement – Retweets, comments on blogs, or replies to polls can all be used as measureable engagements with the target audience.
  3. Awareness – Traditional advertising metrics of reach, exposure, volume can all be measured for social media campaigns. Most social networks themselves offer analytics tools that present this data. (Facebook adverts, for instance)

However, these are often thought more of as “vanity metrics” as they are making the business feel good about its marketing activity but not pushing hard enough to prove the actual return on investment. More concrete metrics for Collectables to use would be the conversion rate that Social Media referrals produce or their average order value or total revenue.

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Facebook Fan Page

As of 23/08/2012, there were 39.3 million Facebook users in the UK, or nearly 80% of all the UK’s online users (source). As this is such a massive potential audience to communicate with, Facebook is becoming more and more attractive to marketers.

Facebook pages are a special kind of Facebook account for businesses, organisations and brands but similar to normal accounts in that you can post updates, pictures, links and videos, install apps, host events and more.  Creating a page is straightforward, though it must be created by someone who already has a personal account on Facebook. The first step is to visit the Facebook pages site at http://www.facebook.com/pages/ and click on “create your own”.  From there the user must simply follow a wizard which steps them through the creation process.

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Keyword research and search engines

There are many digital methods for driving traffic to a websites. However, what search engines, pay-for-click ads (PPC), comparison shopping engines (CSE), and, to a certain extent, affiliate marketing channels have in common is that they all start from a user coming online and typing a search query into a website. It is therefore of vital importance that the content that you are delivering through these methods and your website itself accurately reflects what these users are searching for.

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Pay and display - Facebook Paid Advertising

As of May 14 2012, Facebook has 901 million users with nearly 400 million of these active on Facebook for at least six out of every seven days (Facebook Company info). In the UK alone, these users account for two-thirds (over 33 million) of all UK internet users (source). This is an obviously massive market of potential purchasers of consumer products which outstrips in number those found in offline media, search engines apart from Google and all other websites.

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Show and Tell - Advertsing and Media

Is your company missing out on the benefits and opportunities to be gained from a better use advertising? This leaflet will take you through the pros and cons of the large numbers of media available to today’s advertisers and show you how to make use of them to the advantage of your organisation.

Advertising media are channels of mass communication. They are the means by which an organisation’s message is delivered to the consumer. Today’s media are usually split into two areas, traditional and new. Traditional media are those such as press, traditional TV, radio, billboards etc. which have been around for a while and where the consumer usually plays a passive role. The new media include the web, email, SMS, digital TV and others and are usually digital and interactive.

The types of media used in any campaign depend on a lot of variables, not least your message and your target customer.

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Marketing Communications

You’ve got great products, you know your price is right and you are ready for your customers. So how do you tell them? Marketing communications or promotion is the key to get your message across to potential customers and to ensure business success. This article aims to explain the main concepts behind marketing communications and, importantly, how to determine their budget.

Marketing communications is the way in which a company engages with its customers or audience. An organisation does this primarily to influence their potential customer’s buying behaviour.

Simply put, marketing communications can be boiled down to two questions: What do you want to say? And, what is the best way of saying it?

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White Lines, Don't do it - the Corporate Design of Postman Pat and the Special Delivery Service

Postman Pat was dropped by the Post Office in April 1st, 2000 for no longer fitting in with the company’s “corporate image”. He went on to become head of the courier service, the Special Delivery Service (SDS). In a lot of ways Pat’s canny move to the private sector reflects many companies logistical shift away from using the Royal Mail and its subsidiaries for their fulfilment needs to more efficient or specialised courier operations. As a new series of Postman Pat SPS ends its run on television, the time has come to reassess what part dynamic branding and communications has played in the success of the Special Delivery Service.

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Getting Indexed in Google Quickly

You’ve added this season’s new products to your website. All the pages are SEO’d correctly so should rank highly. However what you find instead is that Googlebot takes about 2 weeks to visit your site and even then you’re not guaranteed to that it reaches your new product pages.

What you need to is get Googled to visit your site more often, preferably multiple times a day, and make sure it indexes the pages you want indexed.

The method to use is a combination of clever sitemap usage, blogs, social networking and homepage content changes.

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Analysis and Tracking of SEO

To be done right, SEO needs to be planned carefully and be methodical. Often companies will apply educated guesswork in the absence of real data. All though the answers may seem like common sense often what you perceive differs widely from the truth.

Analysis is the key and analytics of some sort needs to be available to all staff involved in this aspect of work.

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