ESSAYS
DAN BOND, HEAD OF DIGITAL MARKETING AT ADESTRA
MORE OF EVERYTHING
I anticipate that marketers will tie themselves up in knots trying to second- guess what the next thing dominating digital marketing will be. (See what I did there?) Predictions are folly, but
generally we’ll be doing more of everything. More emails, social posts, content - and there’ll be new things for us to worry about too. The key will be staying focused and fi nding the right approach to achieve your goals.
I do eagerly await the fi rst
articles about best practice marketing for smartwatches. Optimise those fi rst three words, people!
adestra.com
MIKE JEFFS, SENIOR ACCOUNT DIRECTOR AT BRANDED3
SEAMLESS EXPERIENCES
Don’t just focus on building links as an SEO strategy. Focus on protecting what you’ve got already and manage any potential risks to performance. If performance is struggling don’t assume the solution is to link-build your way out of it.
Brands that can gain a
seamless digital experience, regardless of device or channel, will win in organic search. What this means for SEO is that all content needs to be engaging, whether that be engaging users at the consideration or post- purchase stage.
branded3.com
AVOID INERTIA
DIGITAL EXPERIENCE WILL WIN”
BRANDS THAT CAN GAIN A SEAMLESS
45 issue 23 january 2015
In the short term marketers have the opportunity to pivot their business to be more digitally focused and gain a competitive edge. In the long term, the consumer of the future will be a digital native who will never have known a world without the internet. If brands have not integrated digital into their business fully, they will struggle to maintain relevance. In FMCG consumer behaviour has transformed considerably in the last three to fi ve years and this change poses the biggest challenge. The weekly shop which included well known, established brands has evolved. It may include an online shop and a wide range of brands, including supermarket-own brands. The discounters Aldi and Lidl have disrupted the market and are stealing share, so brand advertisers who rely on established retailers have been hurt. Those that can move fast in digital will have a better chance of winning. Those who have inertia risk being left behind.
en-gb.facebook.com/ business
DERREN SEQUIRA, HEAD OF FMCG AT FACEBOOK
THE DATA DAY
What do I anticipate dominating digital marketing in 2015? Data! I’m genuinely excited about data, or rather ways of using it in digital marketing. I thin k we need to really develop the ways that we use all the data available to us to personalise customer experience and make online experiences more impactful. Large scale untargeted broadcast messages are becoming a thing of the past online. Making connections between our online interactions and all the offl ine data we’re gathering about our lives will enable truly personalised, useful and interesting experiences.
macmillan.org.uk
AMANDA NEYLON, HEAD OF DIGITAL AT MACMILLAN CANCER SUPPORT
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
