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The days of guaranteed inbox placement are over, therefore it’s time to concentrate on the second layer of email marketing: data.
It is now more important than ever to understand the asset which is your data and the ability of data to provide inbox placement for your emails.
So how can you utilise data to produce emails which recipients want to read, as well as email that delivers revenue?
I believe that the answer to this query is engagement.
It can be hard for brands to look spontaneous and fun on social media.
We, particularly the Brits, are all too sceptical about brands doing anything other than trying to sell us stuff.
However, when brands get it right, it can be really rather special. I've rounded up some of my favourites. I should nod to Hootsuite and it's first Connect event, where I picked up the Kellogg's and Axe case studies.
See if these tweets make you laugh or cry, as they did me (mostly laugh). If you want more case studies, subscribers can shoot over to our case study archive.
While location based marketing is not a new strategy, iBeacon, Apple’s recently introduced Bluetooth LE-based technology that extends location-based services in iOS, offers exciting new opportunities to engage consumers in retail stores and other destinations.
iBeacon uses Bluetooth 4.0 to pick up signals from Bluetooth-enabled phones. With an advanced API software and transmitter hardware that reaches up to 150 feet, the technology allows businesses to precisely estimate a phone-owner’s location, and exchange data and information.
iBeacons are so efficient that even the largest of stores would only need handful of beacons per floor to enable a high degree of positioning accuracy.
Love for debate and disagreement could be described as one of the factors contributing to the success of social media.
Looking to harness this love for reasoned discussion, Bothsider is a nascent network that allows users to ask questions, agree or disagree with other users and explain why.
Starting a social network and getting ‘traction’ must be difficult with so many players having come and gone, and big hitters still dominating audiences.
So I caught up with Mark Gavagan, Founder, to ask him a few questions.
Audiences for brands grew by 20% in Q4 2013 and brand tweets that included pictures and content links generated the most engagement.
During Q4 2013, the top 100 brands according to Interbrand averaged 210 engagements per tweet when they added a picture link.
This comes from the latest research by Simply Measured, analysing the Twitter activity of brands listed in the Interbrand 100, compared with the Forbes 100 Best Small Companies in America.
Here’s a look at the research along with some recommendations for brands on how to increase their engagement.
In this post, bear with me and you’ll get a couple of case studies and some best practice from brands using TV and promoted tweet tie-ups.
Before I give you the fun stuff, I want to say that best practice is all that matters. Ignore all the stats about engagement and sales uplift.
I don’t usually advocate ignoring stats, but as B2B marketing and service industries now pervade major cities of the developed world, we are awash with stats. And stats that claim to explain general concepts, such as generic increase in purchase intent after viewing a promoted tweet that references TV, are not helpful to you.
Yes, these stats succinctly explain the perceived benefits of advertising on Twitter, but like all data, it’s only that which directly pertains to your company that is of use.
There’s no point examining averaged trends when what you’re interested in is your business. Being blinded by amazing engagement stats will mean you don’t think properly about your campaigns. The last thing you want to do is drip out a poorly conceived set of promoted tweets and have faith they will deliver ROI.
The success of your marketing and advertising is dependent entirely upon detail; detail that’s way more granular than simply what channels you decide to advertise in.
Whether comments are made on a blog, or spread across the social web, every business wants customers to make a (positive) noise about them.
But while they are great for increasing engagement, comments come with problems of their own.
In a week which has seen YouTube finally take steps to clean out the well of eternal torment that it uses as a comment section, and Popular Science is doing away with the chatter altogether, I thought it would be a good opportunity to look at the various systems in place around the web designed to keep us talking...
Twitter is entertainment, so it goes without saying that a humorous Twitter account is going to get followers, reach and engagement.
Here are some of the brands that have decided to navigate (or not) the governance needed to keep a funny and risqué Twitter account in check.
Although these companies are often in industries where rules of taste are fairly relaxed, all have done well in using belly laughs or sass to their benefit.
With more than 9,000 messages being sent every second, Twitter can be a noisy place, so it's always important to distinguish yourself from the crowd.
Luckily, Twitter has a few features that can help, including Twitter Cards, promoted tweets and images.
Drinks brand Sprite managed to outperform its rivals and achieve the greatest exposure on Tumblr in July.
This is despite the fact that it only blogged three updates, while second-placed MTV posted a massive 114 times.
The findings, which come from a report by Simply Measured, show the high potential for long-term amplification on Tumblr compared to other social networks, as nearly all of Sprite’s 85,000 reblogs were owed to a single post made prior to the study period.
The Sprite post in question is an animated GIF of a game of spin the bottle. Not very complex, but it captured the imagination of Sprite’s audience and isn’t something that can necessarily be replicated on other networks.
One of the most common obstacles to blogging is the feeling that you haven’t got anything to write about.
This prevents new bloggers from getting into the habit, and prevents more seasoned bloggers from keeping it going.
You want to write, but you need something to write about; what’s your subject going to be?
From increasing brand awareness to accelerating conversions and transaction volume, mobile has become an integral way for brands to guide consumers along the path to purchase.
The rise of mobile is a key factor in the shift from what used to be a linear path to purchase. The days of "here's our ad, see you at the register" are long gone and have been replaced by a broad, multi-faceted discovery and engagement process.
With this evolution, marketers must make effective investments that use mobile as a connective tissue in the increasingly non-linear purchase cycle.