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At the end of August, ahead of the Vuelta a España, Spain’s national cycling tournament, we decided to do a virtual bike ride for charity.
The plan was to cycle the distance from our London headquarters to our Spanish office. The 1,718km bike ride would take place over five days on two exercise bikes situated in our home in Tech City, with the challenge of raising £1,000.
We estimated that for us to hit our target, we had to have both bikes in use for eight hours a day. The challenge was set. Pre-competition donations were slow and we needed to come up with an idea of how to increase sponsorships and promote the event.
Our marketing team were tasked with increasing visibility of the event, driving engagement and, importantly, raising donations... with just one catch – while everybody bought into the great initiative, this was still something that needed to be fit in around our day-to-day work.
Two-thirds of Asian businesses (66%) plan to increase their digital marketing budgets over the next 12 months, according to new research from Econsultancy and Campaign Asia-Pacific.
In comparison, just 19% of companies plan to increase their offline budgets in the same time period.
Furthermore, companies surveyed as part of the State of Digital Marketing in Asia 2013 Report are spending an average of 29% of their total marketing budgets on digital, a slight increase from 26% in the 2012 survey.
However, agency respondents included in the report paint a different picture, estimating that their clients spend just less than a quarter (23%) of their total budget on digital.
When it comes to generating donations we all know that there is more to digital fundraising than simply broadcasting to your supporters.
It’s important to understand who the audience is, whether they likely to convert into volunteers and/or financial supporters and what the best method is of communicating with each stakeholder group to get the best return on resources.
It’s the summer. Medialand is on holiday, and even if you are at work there is a holiday feel around.
It’s harder to get hold of the right people, the decision makers that are required to input into your digital marketing. It’s a time, ideally, when marketers are under a little less pressure than normal.
This week there's, of course, the royal baby's impact on web traffic, some Facebook ad commentary, following their Q2 results, and some global ad spend data from Nielsen.
Feast on these, and try not to speak with your mouth full.
Einstein said, 'Technological progress is like an ax in the hands of a pathological criminal'.
Albert Einstein died in 1955, the year before the videocassette recorder was even invented.
While technology covers a plethora of tools, machines, techniques, crafts and systems. I wonder if even the smartest of cookies like Mr Einstein, would be as surprised as I am with the progression of digital technology, the associated hardware tools and marketing techniques that make up the world today, as we now know it.
In spite of ever-increasing digital ad budgets and declining newspaper revenues, people still think that traditional media outlets trump digital channels for advertising and credibility.
A new Adobe survey shows that global consumers still rely on family and friends (51%) and consumer forums (35%) if they want credible information on products and brands.
Traditional media, such as newspaper and TV, came in third with 28%, while company websites scored just 17% compared to 8% for blogs and just 3% for branded social media pages.
The fact that people trust recommendations from their peers above all else is to be expected as research has consistently shown the value of consumer reviews in ecommerce, however the disparity between traditional media and official company channels may come as a surprise.
In part one of this two part post, I explained how the tides are shifting in digital marketing tools spend and the brave brands are focusing their attention away from general social media efforts towards social influencers who have the power to make a much larger impact.
In this part, I’ll talk about the four toughest challenges marketers face in the Gold Rush to influencer marketing and how to overcome them to win.
Ben Liau is digital marketing manager at Meyer Australia, a manufacturer of cookware (including brands such as Anolon, Circulon, Raco and Esteele). Here he explains what he gets up to, in an average working day.
If you are keen to break into digital marketing, or are looking for a new challenge in this area, then be sure to check out our digital jobs board.
Alternatively, if you work for a brand (i.e. not an agency or vendor) and want to share your experiences of working in digital then send a note to email@example.com, with your job title in the subject line.
Guy Kawasaki once said: 'If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing'.
We’d like to think that no matter what you have, money or brains or both, inbound marketing is the only kind of marketing that works today. Inbound marketing, by the way, has a lot to do with digital marketing.
If you are a digital marketer, you are probably forgetting a few marketing principles. Here are some of them...
We are in the age of the customer, a time where technology is changing the way customers engage with our brands.
In each industry vertical, many competitors are taking advantage of the continual emergence of new channels, platforms and touchpoints. Through these touchpoints, relationships are established and nurtured, in turn, engagement and loyalty is increased.
At each touchpoint is some form of content, so the only way to compete in the age of the customer is to evolve with a content marketing strategy.
Much of what is discussed within the digital marketing space tends to focus on getting the most out of digital to drive sales, enquiries and conversions.
And yet charities and non-profits are often overlooked by our industry writers when it comes to offering help in driving donations and building relationships with their stakeholders.
Over the past few weeks, Econsultancy has published a number of posts covering Twitter, Pinterest and Facebook and now I have five more general tips, put together as part of our recent digital training day for non-profits to help maximise their presence online.