tag:econsultancy.com,2008:/topics/content Latest Content content from Econsultancy 2017-01-18T15:03:20+00:00 tag:econsultancy.com,2008:BlogPost/68714 2017-01-18T15:03:20+00:00 2017-01-18T15:03:20+00:00 12 evergreen resources for content managers Ben Davis <h3>1. James Carson's 24 ingredients for a delicious content strategy</h3> <p>James is head of SEO and social media at The Telegraph Media Group. Back in April 2014, he wrote a long and detailed article for Econsultancy containing plenty of advice on setting your content strategy.</p> <p><a href="https://econsultancy.com/blog/64757-the-24-ingredients-for-a-delicious-content-strategy/">Read the article in full</a> before you do your own analytics refresh, content audit, workflow planning and distribution review.</p> <p><img src="https://assets.econsultancy.com/images/0004/7444/process.jpg" alt="content strategy" width="615" height="322"></p> <h3>Chris Lake's beautiful content marketing prompts</h3> <p>Former editor and innovation head Chris Lake has now moved on to creating his own content-oriented startup. But you can still bask in three of his beautiful memory aids.</p> <p><strong>2. A Smorgasbord of content marketing metrics</strong></p> <p>Read a few added notes from Lakey in his <a href="https://econsultancy.com/blog/65443-a-smorgasbord-of-content-marketing-metrics/">accompanying blog post</a>.</p> <p><em>Click to enlarge</em></p> <p><a href="https://assets.econsultancy.com/images/0005/3198/A_Smorgasbord_of_Content_Marketing_Metrics_.png"><strong><img src="https://assets.econsultancy.com/images/0008/3150/a_smorgasbord_of_content_marketing_metrics_-blog-full.jpg" alt="content metrics" width="615" height="1573"></strong></a></p> <p><strong>3. The Content Marketing Team Matrix</strong></p> <p>What does a brilliant content team look like? Lakey envisages it in this matrix. Again, <a href="https://econsultancy.com/blog/65369-introducing-the-content-marketing-team-matrix/">read his explanatory notes for more context</a>.</p> <p><em>Click to enlarge</em></p> <p><a href="https://assets.econsultancy.com/images/0005/2021/Screen_Shot_2014-08-27_at_11.41.33.png"><img src="https://assets.econsultancy.com/images/resized/0005/2021/screen_shot_2014-08-27_at_11.41.33-blog-full.png" alt="content team matrix" width="615" height="778"></a></p> <p><strong>4. The Periodic Table of Content Marketing</strong></p> <p>Lakey splits the table into strategy, formats, content types, platforms, metrics, goals, sharing triggers and checklists. No word on which are solids at room temperature, but you can use your imagination for that. <a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/">Read more</a> in the accompanying article.</p> <p><em>Click to enlarge</em></p> <p><a href="https://assets.econsultancy.com/images/0004/5832/The_Periodic_Table_of_Content_Marketing.png"><img src="https://assets.econsultancy.com/images/resized/0004/5829/the_perdiodic_table_of_content_marketing-blog-full.png" alt="periodic table of content" width="615" height="387"></a></p> <h3>5. Graham Charlton's 15 indispensable content marketing tips</h3> <p>Forget the frameworks and the visualisations, <a href="https://econsultancy.com/blog/65003-15-indispensable-content-marketing-tips/">Graham gives some straightforward and easy-to-follow advice</a> based on many years as Econsultancy editor and more than 2,000 Econsultancy articles written.</p> <p><img src="https://assets.econsultancy.com/images/0006/4194/Quartz_Curve.jpg" alt="word count success" width="520" height="383"></p> <h3>6. Econsultancy's Content Marketing Digital Template Files</h3> <p>Our template files are available to subscribers. The whole bundle covers a variety of channels and disciplines, including content marketing, written by James Gurd.</p> <p>Contents include:</p> <ul> <li>Content Requirements Briefing Document</li> <li>Content Marketing Calendar</li> <li>SEO Checklist</li> <li>A Guide to Maximising the Reach of Your Content Assets</li> <li>Guide to Integrating Content into Your Website</li> </ul> <p><a href="https://econsultancy.com/reports/content-marketing-digital-marketing-template-files/">Get it here.</a></p> <p><img src="https://assets.econsultancy.com/images/resized/0002/1486/content-marketing-templates-report-full.png" alt="template files" width="464" height="348"></p> <h3>7. 25 things Econsultancy looks for when hiring writers </h3> <p>Some snack-sized advice on the <a href="https://econsultancy.com/blog/7405-the-25-things-econsultancy-looks-for-when-hiring-writers/%20">skills that wannabe writers should develop</a>. We're not recruiting at time if writing, but others are, and this is a pragmatic and inspiring list.</p> <h3>8. A content manager’s practical guide to doing just enough SEO</h3> <p>New to SEO? <a href="https://econsultancy.com/blog/66971-a-content-manager-s-practical-guide-to-doing-just-enough-seo/%20">Here are some beginners' tips</a> to keep your site ticking over.</p> <h3>9. Christopher Ratcliff's 17 fantastically useful tools for content writers and bloggers</h3> <p>Stuck for inspiration, want to improve the quality of your writing, want to write some fun lorum ipsum?</p> <p>Chris Ratcliff details <a href="https://econsultancy.com/blog/66187-17-fantastically-useful-tools-for-content-writers-and-bloggers/">17 useful tools</a>.</p> <p><img src="https://assets.econsultancy.com/images/0006/0824/The_Readability_Test_Tool.png" alt="readability test" width="537" height="565"> </p> <h3>10. The A-Z of online copywriting</h3> <p><a href="https://econsultancy.com/blog/4299-the-a-to-z-of-online-copywriting/">This post</a> is more than seven years old. How can it possibly be relevant? Well, it really is.</p> <p>Lakey, again, gives sterling tips, from the inverted pyramid technique to the outdated folly of keyword stuffing.</p> <h3>11. Jack Simpson's online copywriting no-nos</h3> <p>Jack details <a href="https://econsultancy.com/blog/67708-10-common-online-copywriting-mistakes/">10 common online copywriting mistakes</a>. Better read it and check you haven't transgressed. </p> <h3>12. Subscribers can read more of Econsultancy's detailed reports on content strategy</h3> <p>These include:</p> <ul> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/">The Future of Content Strategy</a></li> <li><a href="https://econsultancy.com/reports/digital-content-strategy-best-practice-guide/">Digital Content Strategy - Best Practice Guide</a></li> <li><a href="https://econsultancy.com/reports/implementing-content-strategy-digital-best-practice/">Implementing Content Strategy: Digital Best Practice</a></li> </ul> <p>Training is also available via our <a href="https://econsultancy.com/training/courses/content-strategy-editorial-planning-content-calendars-training/%20">one-day Content Strategy, Editorial Planning &amp; Content Calendars training course</a>.</p> tag:econsultancy.com,2008:BlogPost/68669 2017-01-04T15:08:58+00:00 2017-01-04T15:08:58+00:00 What New Year's resolutions would you like an Econsultancy blogger to make? Ben Davis <h3>Avoid claiming best practice</h3> <p>Best practice is not absolute. We cannot claim any marketing practice is 'best' without defining the context i.e. the sector and the company involved, the country, the price point etc.</p> <p>Marketing is horses for courses, that's what makes it interesting.</p> <h3>Go easy on the listicles</h3> <p style="font-weight: normal;">Listicles proved popular yet again in 2016. However, retweets aside, we saw more more engagement with articles that discussed a controversial viewpoint or answered a question, such as:</p> <ul> <li> <a href="https://econsultancy.com/blog/67466-why-do-chinese-websites-look-so-busy">Why do Chinese websites look so busy</a>?</li> <li><a href="https://econsultancy.com/blog/67394-why-ecommerce-retailers-should-never-place-products-on-the-homepage/">Why ecommerce retailers should never place products on the homepage</a></li> <li><a href="https://econsultancy.com/blog/67426-why-the-brands-as-publishers-trend-is-utter-nonsense/">Why the brands as publishers trend is utter nonsense</a></li> </ul> <p>This kind of engagement may ultimately be more valuable than the mere view counts that listicles provide.</p> <h3>Maintain a healthy scepticism</h3> <p>Healthy scepticism is a fine balance to strike - straying neither into unalloyed enthusiasm nor click-bait naysaying.</p> <h3>Stop chasing search traffic</h3> <p>Ranking well in search should be an indicator of user-friendly and relevant content. However, are you trying to rank for the wrong terms, just because you know you can grab a share of their traffic?</p> <p>There are a number of articles on the Econsultancy blog that consistently pull in traffic but aren't necessarily aligned with our strategy or our audience. The danger is that we try to replicate their success and reduce the distinctiveness or usefulness of our output.</p> <h3>Avoid woolly words</h3> <p>Words that served a purpose but are now starting to feel obsolete include <em>multichannel</em>, <em>mobile marketing</em> and <em>agile</em>.</p> <h3>Be wary of PR case studies</h3> <p>We've all seen the case studies produced by technology providers which claim an enormous percentage uplift in conversion.</p> <p>These claims often seem huge because they compare one generation of technology with the next, or because of <a href="https://en.wikipedia.org/wiki/Novelty_effect">the novelty effect</a>.</p> <h3>Stop asking rhetorical questions</h3> <p><a href="https://en.wikipedia.org/wiki/Betteridge's_law_of_headlines">Betteridge's humorous law of journalism</a> says that whenever a headline ends in a question mark, the answer is no.</p> <p>We should bear that in mind and not ask questions merely for effect. When we do ask a question in a headline, we should at least attempt to answer it.</p> <h3>Give examples</h3> <p>Theory is boring and isn't always borne out in practice. Including examples when discussing marketing concepts will help enliven any article.</p> <h3>Keep an eye out for banned words</h3> <p>Here at Econsultancy we enjoying listing all the words that enrage us (see posts <a href="https://econsultancy.com/blog/66631-20-banned-words-from-the-econsultancy-blog-and-their-alternatives/">by Christopher Ratcliff</a> and <a href="https://econsultancy.com/blog/61996-20-heinous-examples-of-pr-and-social-media-jargon/">Graham Charlton</a>). </p> <p>I recently added to the collection with <em><a href="https://econsultancy.com/blog/68529-10-horrible-words-phrases-that-consultants-need-to-cut-out/">10 horrible words and phrases that consultants need to cut out</a>. </em>Needless to say, I want to avoid being hoisted by my own petard.</p> <h3>Don't focus too often on social media</h3> <p>I recently wrote an article about <a href="https://econsultancy.com/blog/68670-digital-fallacies-we-should-forget-in-2017/">fallacies of digital</a>, one of which is that social media is very important.</p> <p>Social media has its place, but it is often over-represented in the media because it's a topic we know our readers can easily relate to.</p> <h3>Avoiding the hype train</h3> <p>VR, IoT, AI, AR, they all have their place, just like social media. But let's not get carried away.</p> <h3>Give more consideration to the offline and analogue</h3> <p>Digital marketing is increasingly a tautology of sorts, or at least a wasted modifier. Therefore it stands to reason that Econsultancy should cover the offline, the whole gamut of marketing.</p> <p>We've always done this to some extent but should attempt to address marketers in the round, no matter what their expertise.</p> <h3>Link to primary research</h3> <p>A stat is just a number unless the reader knows the source and can view the methodology used to calculate it.</p> <p>Too often, stats are given without appropriate comment on sample sizes and demographics. </p> <h3>Produce more industry-specific articles</h3> <p>It could be said that we focus too much on retail. It's a very important sector, of course, but may be over-represented (like social media) because our writers and readers are familiar with it.</p> <p>Expect to see us bringing you more from the worlds of finance, travel, pharma, and beyond.</p> <h3>Write with greater style</h3> <p>Style can make or break an article. Too much is boorish, too little is boring.</p> <p>What the most read authors in marketing and advertising (Trott, Ritson etc.) have in common is a firm viewpoint and a skill for storytelling.</p> <p>This isn't always required, but a little flavour might just perk up our coverage.</p> <p><strong><em>Those are the resolutions that spring to mind as a writer for Econsultancy. Do you have any of your own, for me, or as a blogger yourself?</em></strong></p> tag:econsultancy.com,2008:BlogPost/68607 2016-12-08T11:33:00+00:00 2016-12-08T11:33:00+00:00 The art of the emoji: How and when brands should use them Rebecca Baines <p><a>Fast-forward 17 years and it’s now thought that </a><a href="https://www.emarketer.com/Article/Who-Needs-Words-You-Have-Emojis/1012466">6bn emojis</a> are sent every day via mobile messaging apps. But they aren’t just being used by Generation Z – Baby Boomers are getting in on the act, too.</p> <p><a href="http://www.prweek.com/article/1357615/mcdonalds-ikea-7-best-emoji-marketing-campaigns">Four in five 18-65 year olds</a> are said to use them on a regular basis and <a href="http://www.prweek.com/article/1357615/mcdonalds-ikea-7-best-emoji-marketing-campaigns">72% of 18-25 year olds</a> find it easier to express emotion through emojis rather than through the written word. </p> <p>With a whole new visual world seemingly at more than one generation’s fingertips, what does this mean for brands?</p> <h4>Connecting with your audience</h4> <p>Latching onto this new digital language is more than useful for brands who want to engage with an online audience. The simplistic style of messaging helps companies speak to their audience on their own terms – whether via social, email or content.</p> <p>A study from Socialbakers analysed the top 500 brands and <a href="https://www.socialbakers.com/blog/2510-emoji-marketing-is-growing-fast">found that 59%</a> of them included emojis in their tweets, while 40% also featured them in Facebook posts.</p> <p>It’s reported that including an emoji in a tweet can <a href="http://www.wordstream.com/blog/ws/2015/11/19/twitter-emoji">increase engagement by 25.4%</a>, while using them in a Facebook post can <a href="https://www.zazzlemedia.co.uk/blog/facebook-edgerank-and-engagement/">increase Likes by 57% and comments and shares by 33%.</a> Not bad for a simple cartoon.</p> <p>But how should brands use them? There’s plenty to think about.</p> <h4>Things to do</h4> <ul> <li>Know an emoji’s meaning – it’s an easy way to make a digital blunder. Just one misuse of the aubergine can open an unwanted can of worms.</li> <li>Make use of the emojis already widely available on the emoji keyboard – they don’t always have to be bespoke to your brand.</li> <li>Only use emojis when appropriate – examine the context of your emoji use before pressing send. If it’s regarding a serious topic, it may be best to stick to traditional methods before plunging down the emoji route.</li> <li>Keep it relevant to your audience – look at your demographics and figure out whether you think emojis will allow you to connect with your audience. Make sure you roll out A/B testing too, to make sure emojis will work for you.</li> </ul> <h4>Things not to do</h4> <ul> <li>Don’t go overboard – yes it is a popular method of communicating with audiences, particularly younger generations, but an overuse can seem patronising and cause emoji fatigue.</li> <li>Take care when creating custom-made emojis - while they may be more tailored to your brand, they may miss the mark with your audience. You need to create emojis that can be used on a regular basis. </li> </ul> <p>So which brands are brandishing emojis successfully?</p> <h4>WWF: #EndangeredEmoji</h4> <p>The wildlife organisation created an <a href="http://endangeredemoji.com/">#EndangeredEmoji</a> campaign on Twitter in a bid to raise awareness and help save animals from extinction.</p> <p>To reach a younger audience, WWF felt it needed to take a light-hearted approach – and using emojis was the way in. WWF finds that social media campaigns can be up to 60% more effective than traditional advertising campaigns – so what better way to reach its audience?</p> <p>17 emojis from the emoji alphabet were used for the campaign after WWF found that they suitably represented endangered species, with users encouraged to donate 10p every time they retweeted one.</p> <p>The clever campaign sought to test the waters with social fundraising – to much success, may I add. This particular campaign triggered more than 500,000 social mentions and 59,000 signups.</p> <p><img src="https://assets.econsultancy.com/images/0008/2119/animals.png" alt="" width="600" height="300"></p> <h4>Pepsi: #PepsiMoji</h4> <p>The famous drinks brand launched an <a href="http://design.pepsico.com/pepsimoji.php#section1">international campaign</a> this year to support its new packaging - #PepsiMoji. Pepsi’s idea was to use 600+ bespoke emojis on more than 1bn of its bottles and cans so that consumers could share a message.</p> <p>Cleverly, the concept works on the fact that emojis are a universal language that can be shared and used all around the world.</p> <p>Pepsi has leveraged every channel it could think of as multiple springboards for the campaign – partnering with Moschino fashion legend Jeremy Scott to design accompanying emoji-inspired sunglasses, working with top-end photographers for a series of real-life imagery and creating five-second TV ads and longer films for digital viewing.  </p> <p><img src="https://assets.econsultancy.com/images/0008/2120/story-pepsimoji-01-mobile.png" alt="" width="600" height="600"></p> <h4>Star Wars: The Force Awakens</h4> <p>The mega movie franchise partnered with Twitter for the much anticipated release of Star Wars: The Force Awakens, creating special Star Wars-themed emojis that appeared when people used hashtags related to the film.</p> <p>Thanks to its mammoth fan base, the campaign happily lapped up 17,000 tweets per minute at its peak.</p> <p>But it didn’t end there. To mark the release of the film on DVD and Blu-ray, Disney reshot <a href="https://www.youtube.com/watch?v=adgnlbRWo_Y">Star Wars: The Force Awakens</a> using emojis to tell its story, netting more than 2.5m YouTube views.</p> <p><img src="https://assets.econsultancy.com/images/0008/2121/SW_Celebration_Emoji5DB448.0.jpg" alt="" width="600" height="300"></p> <h4>Corona Extra: #RaiseSummer</h4> <p>This summer, Corona introduced the #RaiseSummer campaign using – you guessed it – emojis.</p> <p>Targeting over 21s on Twitter who use iconic summer emojis such as the smiley sunglasses face or beer mugs, @coronaextrausa tracked these and responded to the user automatically with a unique, customised GIF featuring emojis and a bespoke Corona Extra bottle emoji.</p> <p>The brand was quick to make the most of Twitter’s newly unveiled emoji targeting platform and enhanced the campaign with paid media, too.</p> <p><img src="https://assets.econsultancy.com/images/0008/2118/screen-shot-2016-08-17-at-43939-pm_ekCIXa6.png" alt="" width="600" height="375"></p> <h4><a>Key takeaway</a></h4> <p>All this tells us is one thing - it’s important for brands to consider changing the ways in which they talk to their target audience and embrace this new form of communication, rather than persisting with run-of-the-mill methods.<a name="_msoanchor_3"></a> </p> <p>However, be careful not to take your emoji use too far – there’s a time and a place.</p> tag:econsultancy.com,2008:TrainingDate/3120 2016-12-05T07:43:04+00:00 2016-12-05T07:43:04+00:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification **HRDF Claimable** - Malaysia <h3><strong>Course Details</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Malaysia catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p style="font-weight: normal;">This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p style="font-weight: normal;">The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing.</p> <p>A special early bird rate of RM10,000/pax is applicable for participants who register one month before course date. (6% GST applicable)</p> <p>For more information and to register, please click <a href="http://www.clickacademyasia.com/classgroup/econsultancys-certificate-in-digital-marketing-google-adwords-certification-my/?id_class=868&amp;utm_source=econsultancy&amp;utm_medium=website&amp;utm_campaign=doublecert-my-aug2016" target="_blank">here</a> <a href="http://www.clickacademyasia.com/training/digital-marketing/certificate-in-digital-marketing"><br></a></p> <h4>For any queries, please call +65 6653 1911 or email <strong><a href="mailto:apac@econsultancy.com" target="_self">apac@econsultancy.com</a></strong> </h4> tag:econsultancy.com,2008:TrainingDate/3118 2016-12-05T07:32:53+00:00 2016-12-05T07:32:53+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective in 2015 and beyond, you will need to provide content that's useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content. </p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 3-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/68582 2016-12-05T02:00:00+00:00 2016-12-05T02:00:00+00:00 The best APAC digital marketing stats from November 2016 Ben Davis <h3>Asian branded content underperforms</h3> <p>Content marketing in APAC sees the lowest clickthrough rate (CTR) of all regions, excluding Australia.</p> <p>Polar's <a href="http://polar.me/resources/q3-benchmarks/">Branded Content Performance study</a> surveyed 100 clients about their content marketing campaigns in various regions.</p> <p>CTR content marketing campaigns in APAC was 0.27%, with highest average in Europe (0.55%).</p> <p><img src="https://assets.econsultancy.com/images/0008/1968/ctr.png" alt="asian branded content" width="500"></p> <p>The story is different when Polar looked at average time spent (ATS). Here, APAC campaigns were only bettered by those in MENA.</p> <p>An ATS of 199 seconds in APAC was far above the 140-second global average.</p> <p>Content was shown to suffer diminishing returns over time, with 80% of views generated in the first month and 36% of views in just the first week.</p> <p><img src="https://assets.econsultancy.com/images/0008/1969/ats.png" alt="asian branded content" width="500"></p> <h3>Mobile wallet surge in India as high denomination notes are scrapped</h3> <p>As Indian Prime Minister Modi announced with only four hours notice that 500 and 1,000 rupee notes would be withdrawn from circulation, mobile wallets saw a surge in usage.</p> <p>The notes were rendered worthless to combat counterfeiting, with Kiran Vasireddy, senior vice-president at Paytm, <a href="https://www.ft.com/content/3f31dc34-ab04-11e6-9cb3-bb8207902122">telling the FT</a> "we have seen unprecedented growth over the past few days."</p> <p>Paytm claims that 4m people started using its wallets in the week after the demonetisation, with site traffic up 700% and app downloads up 300%.</p> <p>At MobiKwik, money being added to wallets has gone up nearly 2,000%.</p> <h3>Cross-border transactions driven by APAC</h3> <p><a href="http://www.businesswire.com/news/home/20161115005261/en/PayPal-3rd-Annual-Global-Report-Shows-Asia">PayPal reports</a> that cross-border sales volume has grown by 38% in two years, from $15bn in Q3 2014 to $19bn in Q3 2016.</p> <p>The Ipsos survey of 28,000 consumers from 32 countries found that China is now the most popular cross-border online shopping destination for global consumers.</p> <p>21% respondents admitted to shopping cross-border from Chinese websites in 2016. The US was the second most-popular online destination (17%), followed by the UK (13%).</p> <p>An average of 37% of cross-border purchases in APAC were made on a mobile device, with the figure in China rising from 27% in 2015 to 35% this year.</p> <p>In Europe and North America that figure was only 15%.</p> <h3>APAC agencies not allowing transparent audits</h3> <p>Some APAC media agencies are not engaging in transparent auditing procedures according to new research by FirmDecisions.</p> <p>This leaves agencies open to accusations of <a href="https://econsultancy.com/blog/68319-all-the-digital-news-stories-you-missed-this-week-6/">overcharging</a>.</p> <p>FirmDecisions, a marketing contract specialist, studied 121 audits it had carried out in APAC. <a href="http://www.campaignasia.com/article/report-alleges-gaps-in-agency-advertiser-media-contracts/431300">Campaign reports</a> the following findings:</p> <ul> <li>26% of APAC advertisers did not have a signed contract with their media agencies.</li> <li>25% of contracts did not allow sufficient audit rights.</li> <li>In 43% of cases, access to financial records was restricted by agencies.</li> <li>60% of contracts had insufficient rebate return clauses.</li> </ul> <p><em>Image via Campaign</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1971/audits.jpg" alt="agency audits in apac" width="615"></p> <h3>China's top brands</h3> <p>Marketing Interactive reports that brand consultancy Prophet has listed the <a href="http://www.marketing-interactive.com/alipay-wechat-top-chinas-50-relevant-brands-list/">top 50 relevant brands in China</a>.</p> <p>10,000 consumers were surveyed globally in the construction of the list, with Alipay coming top amid increasing competition amongst mobile services.</p> <p>Here's the top five brands most influential to Chinese consumers:</p> <ol> <li>Alipay</li> <li>WeChat</li> <li>Visa</li> <li>Marriott</li> <li>UBER</li> </ol> <h3>International news influences China's richest</h3> <p>Despite censorship, international TV and digital news reaches 45% of affluent Chinese consumers.</p> <p>Further findings from the Ipsos study are reported <a href="http://www.campaignasia.com/article/chinese-affluent-keen-consumers-of-international-media-ipsos/431178">by Campaign Asia</a> and include a combined digital and print reach for international monthly publications of 27% among China's affluent consumers.</p> <p><em>Image via Campaign Asia</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1961/china_affluent_study.png" alt="china affluents news consumption" width="615"></p> <h3>South Koreans watch video ads..</h3> <p>..for longer than other nationalities.</p> <p>South Korea has a viewable completion rate of 48%, <a href="http://content.tubemogul.com/Q3-2016-Global-Quarterly-Report_Download.html">according to a TubeMogul report</a> (based on 15-second desktop video ads).</p> <p>That puts it top of the pile above Japan (41%) and Indonesia (44%). Not all APAC markets show such persistence for completing videos, with China's completion rate at just 16%.</p> <p>Malaysia's was even lower at 14%, though issues such as ad fraud and internet connectivity are still being grappled with.</p> <h3>Singles' Day generates $17.8bn GMV in 24 hours</h3> <p>The <a href="https://econsultancy.com/blog/68486-china-s-single-s-day-can-western-brands-take-advantage/">11.11 Global Shopping Festival</a> saw gross merchandise volume (GMV) of RMB 120.7bn ($17.79bn). That's a 32% rise on Tmall and Taobao sales on the same day in 2015.</p> <p>RMB 98.97bn ($14.6bn) in GMV was generated on mobile devices from 657m delivery orders. That figure was up from 467m delivery orders last year.</p> <p>Over 1bn payment transactions were processed in total across the day.</p> <p><a href="http://www.alizila.com/2016-11-11-global-shopping-festival-wrap-up/">More from Alizila.</a></p> <p><img src="https://assets.econsultancy.com/images/0008/1162/Screen_Shot_2016-11-03_at_11.29.54.png" alt="singles day" width="615" height="337"></p> tag:econsultancy.com,2008:TrainingDate/3114 2016-12-02T05:44:17+00:00 2016-12-02T05:44:17+00:00 Advanced Content Marketing Masterclass - Singapore <p>People have learnt to avoid the massive amount of content launched into their digital orbit – screening out a nonstop barrage of sales messages. How can Content Marketing effectively engage and build trust with people online?</p> <p>This two-day Content Marketing Masterclass will enable attendees to build deeper customer relationships, loyalty, and commercial success through content marketing.</p> tag:econsultancy.com,2008:BlogPost/68564 2016-11-28T15:13:35+00:00 2016-11-28T15:13:35+00:00 2016: The good, the bad and the future of digital marketing Blake Cahill <p>However, while some of my “predictions” turned out to be fairly accurate, there have also been more than a few surprises over the last 12 months.</p> <p>Here are a couple of the most unexpected trends that have taken off this year, two of the biggest digital disappointments and my personal trend pick for 2017.</p> <h3>The surprise revival of silent video</h3> <p>One of the most unexpected trends that made a real comeback this year was silent video. Over <a href="http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/">80% of internet users own a smartphone</a>, but average video viewing time is <a href="http://www.campaignlive.com/article/facebooks-everson-agencies-lagging-mobile-creative/1388780">1.7 seconds</a>, meaning consumers are in rapid consumption mode and marketers have had to become even savvier at grabbing their attention.</p> <p>What this means is there’s a real need for content that packs a punch at the beginning of the clip. If you only have a miniscule amount of time to grab a customer’s attention before they scroll past, then the video needs to have an immediate hook.</p> <p><iframe src="https://www.youtube.com/embed/glX_vgRCmKE?wmode=transparent" width="640" height="360"></iframe></p> <p>A perfect example of this is the social media clip that Apple pushed out following the release of the new iPhone 7. The advert is completely silent and simplistic in nature, with each frame changing every 0.5 seconds. </p> <p>In an age where most of us have our smartphones on silent, Apple has managed to discover a way to capture our attention in the most straight-forward of ways.</p> <h3>Hail to the community managers</h3> <p>2016 has also become the year of the <a href="https://econsultancy.com/training/courses/online-community-management/">community manager</a>. It’s common for brands to think of social as a one trick pony, but the brands that are succeeding on social don’t just have someone schedule 10 tweets a day and like the occasional @ comment. </p> <p>The brands that allow their community managers to become the human face of the company add an extra dimension to their social media capabilities and provide the consumer with a real sense of personality.</p> <p>Some brands that really know how to do this are Innocent Drinks, <a href="https://econsultancy.com/blog/61946-how-tesco-uses-facebook-twitter-pinterest-and-google/">Tesco</a>, Virgin Trains and <a href="http://www.telegraph.co.uk/technology/2015/12/010/10-of-the-most-brilliant-customer-service-exchanges-ever-seen-on/">Oreo</a>. They understand the importance of employing empowered community managers and with any luck, 2017 should see more brands following in their footsteps.</p> <h3>The problem with live content</h3> <p>Of all the successes and surprises in 2016, some of the newer marketing methods are still proving problematic.</p> <p>One of these is live content – it just isn’t working out. Despite the potential, all too many brands still don’t seem to realise how to properly manage live content. </p> <p>Maybe the production value is too low, the content is too tedious, the functionality is broken... Ultimately, without a high value exchange, live content is never going to have any impact with consumers.</p> <p>One example of a brand that has really nailed live content, however, is <a href="http://www.experian.com/blogs/news/about/creditchat/">Experian</a>. It holds straight-forward, weekly chats via YouTube Live, Snapchat and <a href="http://www.experian.com/blogs/news/about/creditscope/">Periscope</a> to talk directly with consumers about their money worries.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1062124017192953%2F&amp;show_text=1&amp;width=560" width="560" height="665"></iframe></p> <p>Experian understands that for live content to work, companies need to accept that what a brand thinks is interesting for customers is rarely what they will actually spend time watching.</p> <p><em>For more on this topic, read about <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">10 pioneering examples of brands using Facebook Live</a>.</em></p> <h3>Where are the iBeacons?</h3> <p>Back in 2014, I was convinced that retail use of iBeacons would swiftly take centre stage in our marketing strategies. </p> <p>We all <a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">saw the </a><a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">potential</a> and several big brands got on board – <a href="https://blog.virgin-atlantic.com/t5/Our-Future/Virgin-Atlantic-lights-the-way-with-Apple-s-iBeacon-technology/ba-p/26359">Virgin</a> used them in its Heathrow airport lounges and Macy’s rolled them out in over 800 stores to track customer movements <a href="http://www.zdnet.com/article/macys-taps-ibm-watson-to-improve-in-store-shopping-app/">in-store</a>, push product recommendations and discounts and to inform shoppers about sale items.</p> <p>But despite these examples, they just haven’t made it to the mainstream yet. </p> <p>Despite predictions that 85 of the top 100 retailers would be using them by the end of 2016, only 3% of retailers had implemented beacon technology by 2015 and only 16% had plans to implement them in the near <a href="http://www.huffingtonpost.com/shane-paul-neil/is-ibeacon-marketing-fina_b_10508218.html">future</a>.</p> <p>So what’s the hold up? Well, they can be hard to manage and maintain from a logistical point of view, as all beacon marketing requires user opt-in and customers just aren’t sold on it yet. </p> <p>This could change in 2017 but my bet is that it’ll be a slow process before they start to become a standard part of our marketing efforts.</p> <h3>The democracy of content</h3> <p>Enough about 2016, let’s look to the future.</p> <p>In 2017, brands need to be able to engage and connect with their customers better than ever before (one nice example of this is Philips’ <a href="https://www.youtube.com/watch?v=PBGcW5AtKyg">Every Day Hero</a> campaign). Nowadays however, companies aren’t just competing with another brand’s marketing anymore; they’re competing with the entire internet and this is where it starts to get tricky.</p> <p>Any company hoping to inspire consistent engagement has to accept that consumers now have access to tools (like <a href="https://itunes.apple.com/gb/app/boomerang-from-instagram/id1041596399?mt=8">Boomerang</a> and <a href="https://itunes.apple.com/gb/app/hyperlapse-from-instagram/id740146917?mt=8">Hyperlapse)</a> that can result in better, more engaging pieces of video content than the stuff many of the brands are developing themselves.</p> <p>Earlier this year, a survey found that 85% of users find visual user-generated content (UGC) more influential than brand photos or <a href="http://www.adweek.com/socialtimes/why-consumers-share-user-generated-content-infographic/639636">videos</a>. Another report found shoppers who interact with UGC are <a href="https://www.entrepreneur.com/article/278152">97% more likely to convert</a> with a retailer than customers who do not.</p> <p>What this means is we can expect to see a huge surge in marketers working with UGC in 2017. It’s nothing new (Burberry launched its <a href="http://artofthetrench.burberry.com/">Art of Trench</a> website back in 2009 for example), but I wouldn’t be surprised if it quickly becomes a much more common feature of brand campaigns.</p> <p>So roll on 2017. I’m looking forward to finding out if I’m right!</p> tag:econsultancy.com,2008:ConferenceEvent/841 2016-11-17T05:22:20+00:00 2016-11-17T05:22:20+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p> tag:econsultancy.com,2008:ConferenceEvent/840 2016-11-17T05:07:45+00:00 2016-11-17T05:07:45+00:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. 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