We’ve all been there. You’ve answered the brief; identified the main messages of the work; found the best form to communicate them. But as more and more people input into the project, it slips from your grasp. Extra messages are added; a video here, an infographic there, you know, just to “add value”, and hey presto, now you’ve got a patchwork monster rearing its ugly head. This is what Catherine Toole calls ‘Frankencontent’; content-by-committee that no longer achieves its purpose.
Being fairly new to the industry, when I first encountered the term ‘content marketing’ I was somewhat confused. Doesn’t everything have content? Surely if something doesn’t have content it can’t exist? Does that mean that everything that isn’t content marketing is some sort of marketing anti-matter? ‘Black hole marketing’? No, surely not...
This week M&S announced a decline in online sales since the launch of their new website with purchases down 8.1% in the latest quarter. It’s been suggested that this decline is all down to the site's new design and the poor user experience it delivers - namely requiring users to re-register as a customer and difficulties with the complex navigation system.
Last month, Account Directors Anna, Catherine and Claire went to eConsultancy’s conference on the Future of Digital Marketing. Anna shares some of the insights on digital marketing in China.
Can the new Twitter Analytics help improve your engagement level? If you're fairly active on Twitter and have at least a small love of statistics, you'll want to take a look at the new official Twitter Analytics.
What do a fraudulent magician, two one-legged horses and Saudi Arabia have in common? Believe it or not, they are all new ways we found to showcase the results of our recent survey on What Works Where in B2B digital marketing. Thursday saw Omobono’s first Creative Hackathon - a company-wide challenge to create content to share our latest ‘What Works Where’ research.
Here are Tom Kelly's key takeaways from BMA14, the Business Marketing Association conference in Chicago: 1,000 people, 3 days of fantastic content, great speakers and the occasional bit of evening entertainment thrown in. All rolled up into an event that felt very slick whilst still managing to feel friendly and inclusive.