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B2B Brand Strategy – How the Big Boys Do It

McKinsey & Company presentation on 18th March 2014 showed some amazing results in how big brands excel in developing their brand strategy and communication with their B2B clients. The following slideshow is from their presentation. Slides 8,9 & 10 we believe are the most revealing in terms of what makes a strong brand. Slide 11 shows the steps to be taken in implementing the strategy. If you require help in creating your strategy, please call us and we can arrange a workshop to help you effectively and efficiently capture the required information.

Posted in: Brand Development, Latest News, Strategies

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Branding & Brand Messages Are The Most Important Elements of Ads

Branding & Brand Messages in AdsFor the consumer packaged goods (CPG) and consumer products industry, branding remains the main focus. According to a new eMarketer report, direct response accounts for about one-third of digital ad spend in the space, while brand messaging claims the other two-thirds. Brands are also upping spend on mobile, which will grab 33.5% of CPG and consumer products digital ad spending this year. Full Article

Posted in: Brand Development, Latest News, Strategies

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Retail Commerce Trends for 2014

eMarketer predicts even more growth ahead, with mobile commerce growing from 19 percent of retail ecommerce sales in 2014 to 26 percent in 2017 in the US, and from 24 percent of retail ecommerce sales to 35 percent in the same time frame in the UK.

There are SEO advantages too, because responsive is Google’s recommended approach to mobile optimization and because it allows merchants to focus all their content energy on a single site. Great content that supports SEO also engages customers, provides a richer site experience and can reduce bounce rates.

Posted in: eCommerce, Latest News, Retail Strategies

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LinkedIn Removes Products & Services Page

The following is an extract from LikedIn explaining why they have removed the products and services page and what you should do now.

“At LinkedIn, we aim to provide a simple and efficient experience for our members. To do this, we’re continuously evaluating how our current products and features are used, and seeking new ways to focus our resources on building the best products. This sometimes results in the retirement of certain features. So on April 14th, the Products & Services tab will be removed from all LinkedIn Company Pages.

What does this mean for your page?

Your Products & Services tab will be removed on April 14, 2014. Until then, you can edit existing products and services, but the ability to add new products and services will no longer be supported.

If you’re a Company Page admin, you can save recommendations by copying them from the tab into your own document. You can also request a copy of the recommendations that were present as of March 4, 2014. The recommendations will be available through Customer Support until Friday, May 30, 2014. Note: If you want to use the recommendations in promotional or marketing materials you’ll need to get permission from the individual who made the recommendation.

Where on my Company Page should I put this information now?

While Products & Services is going away, companies can get more visibility for their products and services by using Showcase Pages and Company Updates as an alternative for sharing content:

Showcase Pages allow you to extend your Company Page presence by creating a dedicated page for prominent products and services. A Showcase Page should be used for building long-term relationships with members who want to follow specific aspects of your business, and not for short-term marketing campaigns.

Company Updates are key to building relationships with your page followers. When your followers engage with your updates, it spreads your message to their networks and provides you even greater reach. Updates can be seen by your followers not just on your Company Page, but also on their newsfeed (across all devices including mobile).”

Posted in: Blog, Latest News, LinkedIn

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Authority or Popularity? Google Answers the Question

With Google checking and ranking over 200 items in its assessment of the usefulness of a web page to the searcher, the question was raised how does Google work out if a site is popular or authoritative. Matt Cutts  took time out to explain how to gain authority even though you may not necessarily have many visitors.

 

 

Posted in: Blog, Latest News, Matt Cutts

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Bad Customer Service: The Most Common Mistake Small Businesses Make

Poor-Customer-ServiceBusiness growth is predicted by a large number of companies globally. However the most important strategy any small business owner can implement this year is to ensure their customer service and support areas are up to par.

The results from a February 2014 study by Cargo and Toluna suggest that marketers should pay attention to their customer service if they’re looking to benefit from such growth.

Nearly half (47.3%) of SBOs said that poor customer service was the most common mistake brands made. Marketers must also make an effort to relate to SBOs: Talking at SBOs (instead of with them), as well as failing to understand their businesses, were also big no-nos, cited by 44.7% and 40.7%, respectively.

Even when marketers win SBOs over, customer service is a must to keep them around. Polling found that bad customer service was the top reason SBOs changed brands or companies they did business with, cited by 17.3%.
Read more at Source: eMarketer

Posted in: Retail Strategies, Strategies

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RealTime Marketing: More Than Social

RTM-SocialIn a February 2014 survey by Evergage, fielded by Researchscape International, around three-quarters of marketing professionals worldwide defined RTM as personalizing content in response to consumer interactions. This makes sense, given that more than eight in 10 marketers cited increasing customer engagement as a benefit to RTM, which is often done through personalized, targeted interactions.

The survey and report also highlights the fact Social Media is the #1 tactic for RealTime interaction with customers. However this was very quickly followed up by the use of the website. In to days marketplace though conversion from the website must also relay on the website being totally mobile responsive.

Read more at Source: eMarketer

Posted in: Retail Strategies, Strategies

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Facebook Organic Reach Drops to 1-2%

Your Facebook page’s organic reach is about to plummet — even more so than it has in the past six months, down to a lowly 1-2%, actually. That means if you have 1,000 Facebook likes on your page, only about 10-20 of those fans will even see your posts! While organic reach has long been declining, it has significantly declined since the fall of 2013.

Short History of Facebook Organic Reach

Since Facebook pages for business launched in 2007, the organic page reach has been decreasing. By April of 2012, Facebook itself disclosed that Fan Pages reached only 16% of their audiences on average. Recently, a study revealed that Facebook page organic reach went from an average of 12.05% in October, 2013 to 6.15% in February, 2014.

Source: SocialMediaToday

Posted in: Facebook, Latest News, Social Media Marketing

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Happy 25th Birthday WWW

Web at 25

Today, around the world, people are joining Web inventor Tim Berners-Lee in wishing the World Wide Web a happy 25th birthday. To mark the occasion, everyone is encouraged to share birthday greetings on social media using #web25. Select greetings will also be posted on a virtual birthday card on the official anniversary site webat25.org.

“The Web’s billions of users are what have made it great,” said Berners-Lee. “I hope that many of them will join me today in celebrating this important milestone. I also hope this anniversary will spark a global conversation about our need to defend principles that have made the Web successful, and to unlock the Web’s untapped potential. I believe we can build a Web that truly is for everyone: one that is accessible to all, from any device, and one that empowers all of us to achieve our dignity, rights and potential as humans.”

Read the full press releasewelcome message and video from Tim Berners-Lee, and special greetings to the Web.

http://www.w3.org/

Posted in: Blog, Latest News

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How Google Search Works: 60 Trillion Pages and Counting

According to Google there are more than 60 Trillion pages they now store in their database. Watch and scroll through the story to see how it all works. How Google Search Works

An old 2010 video by Matt Cutts helps explain how Google searches the web

Google Uses more than 200 ranking factors. See the graphic below:

200 Google Ranking Factors

Posted in: Blog, Google Updates, Latest News, Matt Cutts, Search Engine Optimisation, Website Design & Optimisation

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