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Online marketing

A Trip Down Memory Lane

You might have noticed some of the rebranding that has happened to major digital conglomerates over... read more

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Lina BarfootEditor at SavvySME
Interesting article. It should be obvious that technology always informs digital marketing but I think it's something forgotten. What would you speculate is going to change next? Is there anything akin to the iPhone now in terms of changing up the game?
Questions

How do you find what's trending in your industry real time / today / this week?

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Yee Trinh Co-founder at SavvySME
Jef LippiattOwner at Startup Chucktown
I typically use 3 techniques to stay current.Twitter scavenger hunt - I review tweets from segmented lists of leaders on a given topic or industry. I look through trending hashtags to see if anything warrants my attention. I check industry hashtags (even if they aren't trending) to see current level of activity or discussion.Review related blogs and websites - I check industry related blogs to see if there are any new posts for the day (and then to see if they are of interest - I won't just read every new thing). Then I move on to websites that are known for surfacing emerging ideas, products and services (such as Product Hunt).Local Events and Meetups - I try to go to local industry meetups at least once every other week to hear what other locals in my industry are seeing or watching.I do also use LinkedIn groups, but as Steven said, I find most to have limited impact for me personally. Many are not very active or the ones that are don't seem to bring up topics that personally interest me.
Steven FreemanOwner at Evolved Sound
LinkedIn specific industry groups provide insights, but some groups aren't too active.
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Questions

What are your predictions for the future of online advertising?

‘Reality optimization’ will become a thing, content feeds will become finely-tuned for each... read more

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Yee Trinh Co-founder at SavvySME
Gwendolyn KestrelDigital Analyst at seoWorks
I think that advertising will continue to go "native." in articles until some lawsuits endeavor to establish guidelines for what's "content" and what's "advertising" that will immediately have more loopholes found in them.I think that remarketing will become even stronger and more effective. So, when you've put that shirt into your shopping cart, but haven't gone back to it, it will haunt you, along with similar shirts from other companies, for a very long time.I also think that advertising will be smarter about related products. I buy a lot of dresses that are dry-clean only. In the not-distant future I will start to see ads for dry cleaners near me, alternations, and clothing-donation shops like Goodwill. These are all targeting my fancy dresses.
Jef LippiattOwner at Startup Chucktown
I believe that product reviews and customer testimonials are going to continue to be powerful forms of advertisement. In a way, they are the digital equivalent of word-of-mouth advertising between happy customers in person (now just online).I think ads will move deeper into the content almost like product sponsorship (reminiscent of the 1950's TV shows at least here in the United States). Obviously it'll be a bit craftier but most advertisements will try to be as subconscious as possible (as those are harder ideas to shake than a poster or a TV spot).In many ways I see a bigger surge happening on and within our clothing. I have a feeling you'll pay more for clothes that have little or no advertising on them. Also, if you want clothing without tracking sensors, RFID tags and other wearable tech you'll be paying more. Why? Even though you'd think those sensors would cost more, retailers will have figured out how to leverage them to track your every movement and use it much like Facebook currently uses your personal data. However, the difference being this time the data will be your physical movements, frequency of use, perspiration, speed and places you frequent.Intriguing? Scary? Maybe both.
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Graphic design

How to Create a Logo for Your Startup When You're Bootstrapped

Edition: US عربي (Arabi) AR Australia AU Brasil BR...read more

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Online marketing

Search Engine Marketing: The Alchemy of Our Age

Home Latest Top 50 How To Lists Events Subscribe 5 min...read more

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Questions

Since you can always find more customers, does it still pay to invest in customer loyalty?

I guess really I'm asking if retaining customers is always better than acquiring new ones? read more

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Nandita ReddySales and Marketing Manager - Australia and New Zealand at Aimia Inc
I think we should firstly stop looking at customer loyalty as a points system, and start looking at it as a way to engage with our consumers, and build longer lasting, meaningful relationships.A recent study by Aimia Inc, a data-driven loyalty marketing company show that engaged customers are nearly 3 times as valuable, stay a customer nearly twice as long and at the end of 5 years are significantly more valuable.These stats really reinforce the age old 80-20 rule, where 80% of your revenue will come from 20% of existing consumers. But if you're not looking after your customers, if you're not keeping them engaged, or making them feel valued, they will go elsewhere! Technology has enabled consumers to have so many a variety of shopping/purchase options - and fingertip-ready information with which to make decisions. In this new environment, brands must use new technologies to deliver always-on, personalized experiences to stay relevant and drive preference, otherwise you will get left behind. As touched upon by Kate, if we look at Nokia, Dick Smith, etc, it's easy to see that companies that aren't being innovate or staying relevant, will get left behind. Once again, if we look at the stats from Aimia's loyalty lens, we can see how Australian's actually view and value loyalty programs.The report can be found on: http://www.aimia.com/en/ANZ/home.htmlAustralian membership of loyalty programs happens to be amongst the highest in the world, with 87% of Australians being members of at least one loyalty program (global average 85%). 72% are members of a supermarket loyalty program; followed by airlines (39%) and department stores (30%).Consumers understand that personal data is a currency they can share with marketers in exchange for offers, recommendations, content and experiences that are tailored to them. So as a marketer, this is the perfect opportunity to leverage this insight to create those meaningful experiences and develop a long-term relationship with your customer!
Brad Lyons at Rodcha
Retain your customers is always good, if you can do that getting more will be easier. For example, one of my companies is online courses. Not the best industry for retaining customers if you only have a couple of courses. However instead of just letting the customers go I ended up creating an industry organisation. So the customers who have completed the course that gets them in the industry now have a place they can get more industry information and network with others. Normally those customers would do the course and that was the last I heard of them. Now they are still customers, they pay an annual membership fee and stay in contact. Best marketing move I made as they promote my course to others and I have more insight into the industry as I have a industry organisation now.So even if you business is setup for one time customers there is still a way to retain them. Just think outside the square. New customers will come if your current customers spread the word.
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Branding

​Expedia’s top tips on using creativity and data science to boost your brand

“Programmatic is this intersection of creativity and data science, and at Expedia we merge these...read more

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Market research

IBM CMO survey: Customer-led marketing is the top priority

Developing deeper, richer customer experiences is the top marketing priority for CMOs this year,...read more

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Online marketing

Customer Satisfaction & Experience - Your Guide to Success

Due to the bombardment people are constantly faced with via marketing and advertising, they are... read more

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Lauren O'Connor Social & Digital Content Writer at SponsoredLinX
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Jef LippiattOwner at Startup Chucktown
This is definitely an area I spend much time thinking and crafting. I believe that transparency, timeliness and empathy are key to resolve dissatisfaction in customers. This means eliminating stock answers and putting real time and effort into the process. Complaining customers are indeed an opportunity but to properly capitalize on it you must use the above with the addition of action. Customers (both satisfied and dissatisfied) that see you not following through on your solicited and unsolicited feedback will start to distrust your transparency and dedication to a high level of customer service and experience.
Lina BarfootEditor at SavvySME
Great article - the bad reviews and feedback seems to be the last thing a lot of companies want to deal with but it's pretty essential that they do!
Online marketing

Digital Marketers are not the answer

Here’s the thing. The Consumer paradigm has changed. We no longer digest information in one... read more

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Hamish Anderson Founder and Director at Mesh Consulting
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Farhad KhurshedFounder at Copywriting-Results
True. It pays to remember that "Digital" is just media. The more "legs" you have to support the table, the more stable it will be. As they say, the most dangerous number in marketing is "one". Case in point, Google uses snail mail to promote Adwords. Direct Response marketers use "Shock & Awe" packs, "lumpy mail" and offer based marketing pieces very effectively.
Steve OsborneOwner at Smarthinking
I agree Hamish. Re: the "consumer paradigm." People read/watch/consume what interests them. Sometimes, it's an ad. Re: the "digital marketer." All marketing has the same goal. It matters not which tool is used or platform embraced.
Online marketing

10 Budget-Conscious Digital Marketing Strategies

Home Latest Top 50 How To Lists Subscribe X Switch back...read more

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Questions

Should I do social media marketing?

As a writer/editor who freelances occasionally, should I bother with social media marketing? what... read more

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Farhad KhurshedFounder at Copywriting-Results
Social is a broad term.You can't avoid it though. At the least, create a killer LinkedIn profile and start getting visible in LinkedIn and facebook groups, by commenting and posting.This takes time, but will help you get your name out there.I'm a copywriter and am a member of a few closed groups on Facebook, which have been quite helpful and I've got a few clients through these.
Jef LippiattOwner at Startup Chucktown
Lina,I think the first question you should ask yourself is what is it that you want to get from using social media? Understanding your end goal of using social media will help you determine a few things.Know the goal - having definite goals will help you determine what social media platforms make sense.Do you want to connect with other writers?Get your writing in front of a larger or different audience?Learn from other writers and creatives?Make / Consume / Hybrid - how are you approaching social media? Knowing how you want to participate can also drive what platforms you target.Casually lurking for inspiration? (Youtube, Pinterest, etc.)Share expertise? (LinkedIn, Blab, Periscope, etc.)Like the back and forth? (Twitter, Quora, Forums, etc.)Time to Spare - how much time are you willing to dedicate to social media? Knowing your commitment level will help drive expectations and potentially the model (above) how you interact on social media.Not much time? You probably are lurking or infrequently sharing (don't expect to gain a huge following, but expect to have some fun).Particular platform? Do you feel like you want to go all in but not stress yourself out trying to keep up with every social network? Dedicate the time you have to the social media outlets that will give you the most return for your invested time and effort.All in? Get ready to find some aggregation apps and automation tools to keep your posts across multiple channels flowing out seamlessly. However, don't let all the feeds become automated robots (after all it is called "social" media). So be social when you can.I hope that helps. I look forward to your thoughts and feedback.
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Branding

Branding State of Mind

Regardless of whether it's the Stone Age or Digital Age, or what type of business you run --... read more

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Lindsey Sun Managing Director at Asia Aware
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Online marketing

Seven Deadly C's of Marketing

Create --------> Captivate --------> Capture --------> Connect --------> Convert... read more

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Lauren O'Connor Social & Digital Content Writer at SponsoredLinX
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Lauren O'ConnorSocial & Digital Content Writer at SponsoredLinX
I think when it comes to 'story-selling', there is no point simply skimming over the details - it's just too important. Engaging stories should always open up a two-way communication stream; this way, you know you have been truly successful in your storytelling.
Phil KhorFounder at SavvySME
Great stuff Lauren. So much value in this article. It's a lot to absorb and even more to implement. Taking things step by step is key I suppose!
Copywriting, content writing and blogging

My Story: From Slinging Prose to Selling Words

In the twilight of 2013, I was sitting at my desk. I was sitting, writing content for the new.au... read more

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Lina BarfootEditor at SavvySME
Great article! It's always so interesting to read about someone's personal experience and I would agree 100% that to be good at your job you need a balance of hard work and excitement.
Online marketing

Don't you just hate all the hype?

Don't you just hate all the hype? I do. I get so sick of the shouting and hollering that happens... read more

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Jef LippiattOwner at Startup Chucktown
I am perhaps an oddity at A & B you mention above, but my shortfall is C. Not sleeping much is an advantage and my brain is great at retaining what I consume. However, having a day job and several side hustles (my own ventures and helping a few others). I feel limited in what I can accomplish every week. I do only participate in networks (social networks) that provide me with value and align to my goals. But I would like to see a bit more come out of that effort in the future.
Yee TrinhCo-founder at SavvySME
Too true. It's important to take a step back sometimes are reevaluate how operations align with goals, rather than doing for the sake of doing.
Customer acquisition

Learnings from recent workshop - How to turn the hardest part of sales into the easiest

Turn the hardest part in sales into the easiest Key learnings from the Practice Growth Formula... read more

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Jenny TseOwner at Licence to Bill™
Thanks Lina.
Lina BarfootEditor at SavvySME
Many thanks for this article! great summary of some pretty complicated ideas.
Online marketing

15 Ways to Get More ROI From Social Media This Month

Home Latest Top 50 How To Lists X Switch back to...read more

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Online marketing

Diversifying the Digital Dream

Your brand is so much more than your advertising. Let that sink in for a moment. Your story, your... read more

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Kristen Boucher Client Manager at SponsoredLinX
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Lina BarfootEditor at SavvySME
Couldn't agree more with you; your story and reason for being in business is such a crucial part of how you should present yourself. I really like the idea of using social media and still remaining selective about how and where you use it. Great article!
Online marketing

Online Marketing Crossroads

Content Marketing has been on everyone's lips and for good reason, but there is definitely some... read more

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Lauren O'Connor Social & Digital Content Writer at SponsoredLinX
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Lina BarfootEditor at SavvySME
It's interesting just how often those two concepts are conflated, I think it might possibly have something to do with how limited a view many people have on marketing. You're so right in saying that content marketing is so much broader! although of course SEO is still necessary. Great article, loved reading it!