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Posts tagged with Pr

Luxury consumer search behaviour by Chris Bishop

How creative SEO can deliver big wins for luxury fashion retailers

According to our friends at Google, the most searched for fashion term in 2015 was “How to walk in heels”.

This may come as a disappointment to fashion brands who have been told search is all about sales.

Customers were NOT hungrily Googling the latest pictures from catwalks in Paris or Milan and working out where they could ‘get the look’.

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St John Ambulance: how video marketing saved a baby’s life

Video is on the rise. In fact, it was one of the key trends highlighted in our 2016 content marketing predictions.

Frankly I’m all for it. The quality of video content has gone through the roof in the last couple of years, and one campaign that deserves a special mention came from St. John Ambulance (SJA) last year. 

The campaign, complete with the necessarily bleak title of ‘The Chokeables’ – was so good that it won the video category of the 2015 Masters of Marketing awards.

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carlsberg logo

Carlsberg: Probably the best content strategy in 2015...

Carlsberg's 'Newsroom' felt like a standout content strategy in 2015, combining old-school acumen and great creative with modern PR.

The multichannel project began in March 2015, underpinned by Fold7, TMS, OMD and CliffordFrench, and went on to win a Masters of Marketing award.

Here are the highlights of a prodigious amount of work and some background on the newsroom project.

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How one new ecommerce site hopes to banish missed deliveries

We’ve all been there: that little card comes through your letterbox saying ‘sorry we missed you’ and your parcel then enters an eternal state of postal purgatory because the post office opening times conveniently coincide with your working hours. 

Or, worse: you take a day off to receive the parcel and those pesky delivery people stick the card through anyway and insist you just didn’t hear them knocking all the way from the other side of your 100-square foot studio flat. 

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Marketing on Reddit: a potential goldmine or a fool’s errand?

On paper the answer is the former: 7.87bn monthly pageviews and 203m unique monthly visitors at the time of writing.

Not to mention engagement levels most sites can only dream of and ready-made communities for every topic or industry you can imagine.

But is all that Reddit traffic actually of any value to marketers, or should we just leave the whole terrifying place well alone and go back to the safety of the tried and tested social networks we know and love?

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10 inspiring experiential marketing examples

The deadline to enter the Masters of Marketing awards is fast approaching and one of the key areas in which to nominate brands for an award is experiential marketing.

To inspire your own entry, below are 10 of the best examples of experiential marketing I’ve seen so far.

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We must take more pride in analysing how stories are made

There’s a common founder myth (read 'cliche') that goes something like this:

“From a young age, I found myself fascinated by how things worked. Once I took the TV apart to see how the little people got inside. Just like Steve Jobs, this is why I think the back of the cabinet/ inside of the device must be as beautiful as every other bit.”

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Five horrific digital marketing disasters

One of the great things about working in digital is that, unlike with print, you can still make changes once something has gone live.

The down side is: if things go horribly wrong you can expect evidence of your mistakes to float around the internet until the end of time.

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What the hell is a chief storyteller anyway?

During my recent job search (which happily ended in me joining the Econsultancy blog team), I was amazed to see (way above my pay grade) a number of adverts calling for a ‘Chief Storyteller’ or words to that effect.

Clearly I'm way behind on this. A quick Google search tells me software giant SAP hired its own chief storyteller back in 2013, and Nike employed a ‘Chief Storytelling Officer’ as far back as the 90s. 

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What do clients really need from their SEO agency?

I’ve been working in digital for more years than I care to mention, witnessing a huge amount of change in that time, especially where SEO is concerned. 

Clearly SEO is no longer the ‘stand-alone’ technically-led discipline that it once was back in the day. 

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The outreach imposters: SEO, content, digital and more

Having previous talked about the important responsibility of influencers and journalists in helping PR evolve, this time I want to focus on a quite different (but quickly growing) group.

In a sense, I’d describe them as “every other bloody agency type in the universe.”

And it starts with a bubble.

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Measurement

Can marketing attribution models save PR measurement?

The reason the old standard models of PR measurement no longer cut it can be summarised thusly: the internet. 

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