FIGARODIGITAL.CO.UK
CRM: A Seamless Creation
The most successful CRM programmes start by getting clarity on the
objectives. Without this, it’s impossible to design the best integrated communication and channel strategies that will drive your particular performance objectives. "Once you have established what
you’re trying to achieve, the next step is understanding the extent to which your data can support the delivery of these objectives, and how data is captured, held, analysed and utilised. Data is the currency for running an effi cient CRM system, so building on your own data assets, and in many cases using pre-existing but under-utilised technology can be a more eff ective and less costly approach."
Video: What’s The Best Place To Be?
The best place for your video depends on the content. Videos on
NICK EVANS
Marketing Practice Director, Jaywing
Facebook tend to perform better and achieve higher play counts when they’re reasonably short; whereas lengthier videos perform better on YouTube. Facebook’s algorithms prioritise short videos as they’re more likely to be shared, increasing the exposure in individual newsfeeds. YouTube’s algorithms prioritise the length of time videos are watched, therefore incentivising the use of longer videos. “Having visual content specifi cally reduces bounce rates, as it increases the length of time individuals stay on your landing page, which in turn allows for more opportunity for your brand message and essence to sink in. Ultimately, all three channels expand your video content’s reach, utilising specifi c advantages to get your message across to the right audience.”
CHRISTINE MACKAY CEO, Salamandra
Design and Digital
Social: Suitable For B2B?
LinkedIn is the best place for organisations to interact with other
RHIANNON BIRCH Marketing
Communications Executive, SocialSignIn
businesses. Employee advocacy is really the key for LinkedIn marketing and encouraging them to share content into LinkedIn groups and tag infl uencers into posts. It’s free to do, enables you to boost your brand’s content reach easily, and showcase the loyalty your employees have to your brand. If you have budget available, LinkedIn’s sponsored posts are brilliant as they enable you to be very specifi c with your targeting.”
Programmatic: Working With Display?
Digital display that’s arranged directly, is traditionally planned,
BROOKFIELD Co-Founder,
JUSTIN Tomorrow TTH
bought and served in bulk, across fi xed metrics such as time (tenancies) or rates (fi xed CPM’s) against an assumed audience dictated by the publisher. Programmatic display is bought impression by impression using demand side technology against top-down targeting criteria - linked to a centralised data management platform which optimises and segments audiences. Direct display is usually arranged for branding and awareness exercises for which engagement metrics are used. Due to the scale and granularity of programmatic targeting, conversion and performance metrics are commonly used. Measuring the impact of display as part of a wider picture is essential in the same way ATL aff ects digital uplift.”
24 issue 30 summer 2017
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