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There have been a number of horror stories over the years about companies who have misjudged their marketing campaigns and ended up seriously out of pocket.
For anyone who has studied marketing, you are probably aware of the Hoover disaster that cost the company £48million. It was a simple concept – buy a Hoover worth at least £100 and get two free flights to America or Europe. The problem was that the two free flights were worth far more than the product, and 200,000 people jumped at the chance to get across the Pond and into Europe for such a bargain price.
A newer version of this type of marketing catastrophe has just emerged through Groupon. A company in Reading, Berkshire, Need a Cake decided to offer a dozen cupcakes for a mere £6.25 – which was a massive saving from the normal price of £26. Step forward 8,500 cake monsters.
Having had to take on extra staff and work through the nights, all to protect the brand image and reputation, the company has lost £12,500 which is equal to the projected profits for the whole year.
There are some obvious reasons, with hindsight in particular, why this type of deal should be avoided. Firstly, the price of the cakes (50p each) is surely about or less than production costs if normally each cake is retailing at over £2? Add to that the commission that Groupon take for each deal and alarm bells should definitely have begun ringing. The point of marketing is generally to raise awareness, not to make a loss. Running loss leaders needs to be a carefully thought out strategy, and should be aimed to result in the sale of a higher value product, rather than just to raise awareness.
For instance, the Sony Playstation 3 was marketed at a loss for one simple reason only – to get a Blu-Ray player into as many homes as possible so that Sony and partners could capitalise on the sales of products such as films, cameras, audio etc that use Blu-Ray technology.
It is not just with Groupon that online marketing campaigns can go wrong (or offline, for that matter). It is important to consider whether you might become a victim of your own success, as is true with both of the cases above. Also, why are you running the campaign? If it is simply to raise awareness of your brand, then you need to set a limit on how much you are willing to pay for that exposure.
If you are doing it to attract people into your store or onto your website, you need to create an attractive environment once people arrive (bricks and mortar or web), so that you can persuade them to spend more than the original deal and also to give them a satisfying experience doing business with you that makes them want to return.
If you are running a bricks and mortar deal, you also need to consider how you will cope with dealing with the administration for what could amount to hundreds or even thousands of coupons. Having a system in place to ensure that people do not endeavour to misuse the coupons is imperative.
When considering coupons and discount vouchers, consider the results you are trying to achieve, aim closer to a 10% discount than 75% (unless you are in the business of going out of business), and consider the potential of success – will it break you?
Press releases are not going to go away, whichever new technologies come to the forefront. But there is a methodology to sending to them that will guarantee a higher chance of response and which should become a key part of your marketing strategy.
Firstly, you must build up an audience. This means getting in touch, via whichever means the journalist, publication or promoter prefers, and establishing a rapport. It is no good sending a PR out into the cold. And good relationships take time to establish.
Secondly, your PR must have substance. It needs to be newsworthy, timely and include links to further information to allow the author of any piece relating to that press release a chance to write a piece of value. Press releases should include links to video, audio, references, and if at all possible personalised and in-depth content. So, a Skype contact for a quick video conference, a Twitter handle with hashtag for a broad range of input on the subject matter or event, Youtube URLs, audioboos etc should all be included.
Top Tip: Add a QR code for a personalised page for that journalist. Relate some of your information back to previous pieces they have written to give a background or insight.
Thirdly, you must sell your story. The vast majority of press releases are simply puff pieces because the marcomms department thinks it is time there was a column inch or two about the company. Do not fall into that modus operandi. Only send out stories when there are meat and bones, when timely, and when you have a valid reason to see the company name in print.
But do not miss opportunities. This is where a great PR salesperson will come to the fore. A good marcomms person will be able to spot an opportunity eg when something is trending on Twitter, contact the people with whom they have established relationships, have a great piece that can be customised by the journo to suit their publication (without being yet another “Read similar stories” on Google) and who can push the whys and wherefores of this particular story to a specific publication.
Understanding how Online PR works in this fast moving environment where a story may die in a day is vital. And it requires fast action and slick processes in-house to work correctly, backed up by valuable content that is regularly added to your website. But get it right, and you could be viral for a few hours with a long tail audience for many months to come.
Alistair Harris - Online Copywriter at ClickThrough
In this team member profile we meet with Alistair Harris, Online Copywriter, to get his take on online PR and content creation, the rapid change in journalism, and which Sam Mendes film floats his boat.
Who are you? – Alistair Harris, Online Copywriter at ClickThrough.
When did you start at ClickThrough? – Start of June 2011.
What will you be doing at ClickThrough? – I look after our news, content and copy service for clients. We write unique news and content for a range of clients, which is either distributed through online news networks and RSS feeds, or hosted on clients’ own websites. We can also provide social media integration – something we’re hoping to expand on, along with more traditional PR and copywriting services.
What were you doing before you arrived at ClickThrough? Where did you work? – I’m a fully-qualified senior journalist – I started my career at the Lichfield Mercury in 2002, before moving to the Nottingham Evening Post in 2004. I went freelance in 2008, and have spent the last few years in a variety of in-house and freelance public relations and press office roles.
What accounts/clients have you worked on before? – I’ve worked for a wide range of organisations, from the UK’s largest conservation charity to local NHS bodies. I’ve written news stories, features, reviews and blogs on really diverse subjects, from interviewing Slash from Guns ‘n Roses to producing a series of front page features on anorexia, special education, court cases, murders and manhunts. PR clients I’ve written for include TV Hits, the BBC, Environment Agency, NHS, Driving Standards Agency, Aggregate Industries, healthcounter.com, Royal Society of Wildlife Trusts and the Independent on Sunday.
What are you most proud of in your career to date? – Winning the Newspaper Society’s Reporter of the Year 2002 Award, in my first year as a journalist.
What do you love about your job? – I love being creative. I really enjoy writing, and I’m very passionate about effective, meaningful communications. Working for ClickThrough provides the opportunity to think creatively for clients, to provide content that has value for their business and their customers, and, although it can be a challenge, it’s always interesting.
What do you think is the number one thing for online journalists to watch out for in the next year? – Traditional journalists have seen their industry absolutely cut apart by the internet. Some news organisations have kept up – such as the Guardian – but others are still missing a lot of opportunities to grasp the global potential of the internet. The written word will survive – it always has, in the face of radio and TV.
But journalism is evolving – content remains king, but journalists now have to think more creatively about how to present news in an engaging way. The old letters pages – usually a staple of a newspaper – have been replaced by instantaneous comments, which allow journalists to react more quickly to major issues. But they are competing against social media, YouTube, and a worldwide network of industry insiders and bloggers, which all carry relevant and interesting content.
The media is therefore becoming more homogenous. The internet provides the opportunity for news to be presented in a more convergent manner – and the biggest challenge for journalists is to find new and unique ways to provide video, audio and written content that has a purpose and meaning for readers.
What is your favourite book? – I absolutely adore Roald Dahl. I know that might sound immature – and I haven’t read many of his books for the last 20 years! – but his writing style, ability to manipulate words and language, and sheer inventiveness for plot and character has inspired my sense of humour and my own writing since I was very young. More contemporarily, I really like Robert Rankin. If you haven’t read any of his books, I’d recommend ‘The Fandom of the Operator’. It’s absolutely brilliant.
What is your favourite film? – American Beauty. It’s almost perfect. The writing is gobsmackingly good – I truly believe if the script had been written back in Shakespeare’s day, we’d have all been made to study it at school. I love the fact it’s basically a murder mystery, but you almost forget that until the final 20 minutes of the film. Sam Mendes’ direction is absolutely incredible, too. I love the running theme of red, the music and all the actors’ performances are amazing. I must give special mention to Mulholland Drive and most Charlie Kaufman films too, though.
Name your top three songs? – 1. Videotape – Radiohead. Beautiful, haunting, Radiohead at their best. Amazing piano, amazing lyrics. Amazing. 2. When Good Dogs Do Bad Things – Dillinger Escape Plan. When I first heard this song, it turned my head inside out. Dillinger is my favourite band – they’re technical, aggressive and difficult to get into, but it’s some of the most rewarding music I’ve ever heard. 3. Tenderfoot – Lemonheads. I don’t really like Evan Dando, but Tenderfoot, from Car, Button, Cloth, is a heartwarming little ditty and once which I used to cover regularly at open mic nights. The closing lyric: “It’s irrelevant, I’m an elephant, she’s a mouse” is a brilliant metaphor.
What do you like doing in your spare time? – I play guitar, but not as often as I used to. I’m really into online games, I play a variety of time-wasting silly games on both PC and Xbox, usually as part of a team. I’ve recently taken up freestyle Frisbee, which, it turns out, is really difficult. You have to keep the disc spinning on the tip of your finger, and build in an array of throws, catches and ‘tricks’. The pros – if you can call them that – can spin it on their teeth. It’s quite impressive. I’ve only just mastered getting the spin right though, so I’m some way off from showing off my skills in public!
Zoe O’Neil - Operations Director at ClickThrough Marketing
In the latest profile we talk to Zoe O’Neil about her new role as Operations Director, process change delivery and why she loves Dirty Rotten Scoundrels.
Who are you? - Zoe O’Neil, ClickThrough’s Operations Director
When did you start at ClickThrough? – I joined the Paid Search team in Nov 2010 and now have responsibility for operations across all our offerings: organic, paid, affiliate, analytics and social.
What will you be doing at ClickThrough? – I am responsible for the management of the Client Services team across PPC and SEO, overseeing the daily operations and day-to-day activities; with a focus on staff, processes systems and procedures required to accomplish the company’s mission and goals in the marketplace.
What were you doing before you arrived at ClickThrough? Where did you work? – In my previous role I was a Client Services Manager at DPM Systems, a software and systems integrators company. This was a varied role, geared up to deliver 100% customer satisfaction. I worked with customers to define their requirements and create software that transformed their business, processes and profitability. Work included writing user cases and testing, as well as implementation and training. I had to work closely with the sales and development teams to ensure that projects were delivered on time and met KPI’s and needs over the lifetime of the software.
Previous to this I spent 2 years as a Product Manager for TD SearchWare at TradeDoubler (previously called BidBuddy and owned by The Technology Works). I was responsible for the management of the product development process. Projects included the launch a Data Centre in Asia. As Client Services Manager for the same company I oversaw the client services team; managing day-to-day activities & workload, ensuring client growth and satisfaction.
What are you most proud of in your career to date? – Whilst working at The Technology Works as Client Services Manager I helped to grow the use of the BidBuddy in the UK by over 700% in the first year through demoing, training and supporting clients and agencies in using the bid management technology. Following the success of this I was responsible for supporting the roll out of the software across Europe and Asia Pacific.
What do you love about your job? – I love helping to drive change, improving process, managing people and delivering results to our staff and clients.
What do you think is the number one thing for online marketers to watch out for in the next year? - Looking at the trends and 2010, 2011 and the years to follow, social media marketing will play a prominent role in every marketers online strategy. Depending on how quickly some companies have already taken up social media, this year it will be about; 1) Those who are already using it 2) Those who are planning to use it and 3) Those who are now integrating it into their strategy.
Who do you most admire and why? - Richard Branson. He is one of the wealthiest persons in the world and not afraid of taking anything on. I spent 5yrs working at Virgin Airship and Balloon Company (VABC) and was part of he attempted round the world hot air balloon trips. Richard has proven that he can win, he can fail, and whatever happens he doesn’t take life too seriously.
He is also a people’s person. Whilst working at Virgin I was invited, along with all Virgin staff, to a summer party at his house in the middle of the World Cup. He greeted every single member of staff off the coaches and then spent the day mingling with everyone at his house, with his family in tow. When the large screen that he had booked failed to turn up he threw open his house so we could watch the World Cup on his own TV – now not many people would do that!
From a business perspective, he is uncomplicated and his people-centered approach to business (and the ability to spot gaps in markets) are extremely admirable … and he certainly knows how to build a brand!
What is your favourite book?
OUT (the first novel from Natsuo Kirino to be translated from Japanese into English) is a story of four women who work the night shift at a factory making boxed lunches. When the youngest and prettiest of them strangles her husband to death in a fit of rage, the women all rally around their friend. They decide to cut up the pieces of the dead body and dispose it off in bags around Tokyo. This sets up the scenes for a grisly and deeply disturbing tale that reveals the underbelly of Tokyo.
This is a great book and I still haven’t managed to find anything else to match it. I chose this book in Birmingham Airport whilst waiting to catch our flight to the Maldives for our honeymoon. Once I started reading it I just could not put it down, each page kept me engaged. I was actually quite sad when it ended. Natsuo Kirino’s imagery pulls you into becoming a part of every character and setting. OUT certainly walked me through areas that I never thought I could or would go, and for that I love it!
What is your favourite film? – “Dirty Rotten Scoundrels” is a very funny movie with some of the funniest scenes of all time – unfortunately inbetween there is a lot of “filler” that is either too long or downright predictable. That said, certain comic segments are inspired. One of my favourite scenes sees Caine (posing as a doctor), whipping a “paralyzed romantic veteran” (a perfectly able-bodied Martin) on his legs. The line, “Oh look, he’s so happy he’s crying” is one of the best one-liners of all time, and Martin’s face is a great example of classic slapstick. My second favourite scene is the whole thing with Martin’s wacky character “Ruprecht” – ”Can I go to the bathroom?” “Of course.” “Thanks.” Martin’s face cracks me up every time. If you haven’t watch it – please watch it, it’s hilarious.
Name your top three songs? – 1) Al Green – “Let’s Stay Together” (first dance at wedding) 2) Lionel Richie – “Once, Twice Three Time a Lady” – (memory from childhood) 3) Massive Attack – “Unfinished Sympathy” (Younger Years fondest memories).
What do you like doing in your spare time? – More than anything in my spare time I enjoy spending time with my friends and family, they are the most important thing in my life. I also love to canvas paint and I am not that bad. I have done several for my house and also one for my neighbour! One of my biggest passions recently though is watching films; Romance, Action, Thrillers and Horror. Whether at home or in the cinema, I enjoy losing myself in the storyline and the characters.
Ava Kelly - Online Copywriter at ClickThrough Marketing
In this team member profile we caught up with Ava Kelly, our new Online Copywriter at ClickThrough Marketing to discuss the latest challenges for online PR, her role at ClickThrough and why The Time Travellers Wife is her favourite film.
Who are you? – Ava Kelly, the new Online Copywriter at ClickThrough Marketing.
When did you start at ClickThrough? – The beginning of April
What will you be doing at ClickThrough? – I’m responsible for the articles and PR at ClickThrough, making sure they are delivered on time and to the client’s satisfaction. I will also be heading a team of interns which join us at different times throughout the year, and helping to develop their writing skills.
What were you doing before you arrived at ClickThrough? Where did you work? – Before joining the team at ClickThrough I worked as a journalist at a number of media outlets, including radio station BRMB and local newspaper the Walsall Advertiser. I’ve also been a freelancer selling stories to a range of publications from women’s lifestyle magazines to travel magazines. Most recently before joining ClickThrough I moved into the area of Public Relations and worked for two years as a PR Executive at a fertility company in London.
What accounts/clients have you worked on before? – In the area of PR my full time client was the fertility company PureAdam.
What are you most proud of in your career to date? – I am most proud that after my journalism degree I was able to move to Thailand and live there for over a year, funding the experience by selling articles to travel magazines, as well as doing some pieces for an English newspaper there, the Phuket Gazette, and monetizing my travel blog. The experience is one I will never forget and I fell in love with the Island of Phuket and the people I met there. To be working in journalism, a job I love, while having a once in a lifetime opportunity is something I was very fortunate to be able to experience.
What do you love about your job? – The great thing about my job is being creative in my writing. I have varied topics to write about, and I love being able to entertain, inform or interest people in my writing. Meanwhile, my time spent working in PR has allowed me to meet some fascinating people, particularly when I worked with case studies. Building a rapport with people and telling their story in the most effective and interesting way has been a very rewarding aspect of my job.
What do you think is the number one thing for online journalists to watch out for in the next year? – The increase in the number of news blogs is now challenging online journalism and questioning what journalism is and who can be a journalist. Do you need a qualification or simply access to a platform for people to hear your opinions? With digital media slowly infiltrating (and some would say overtaking) the traditional press the rules are changing.
Who do you most admire and why? – A person I admire is Sakineh Mohammadi Ashtiani, who utilised the media to draw attention to her plight around the World. She is the Iranian woman accused of infidelity who was sentenced to death by stoning. After she, with the help of her son appealed to the media to spread the word, her story caused outrage amongst the West, and the Iranian Government bowed under pressure and spared her life. This just proves the power of the Media can be used for good and can be used to hold not only our Government but those around the World accountable. It is comforting to know that our own Media could be used to empower someone whose outlook seemed bleak and otherwise helpless.
What is your favourite book? – ‘A Brief History of the Dead’ by Kevin Brockmeier. The title makes it sound very morbid but it’s a beautifully written moving fictional tale which evokes your imagination of heaven and life after death.
What is your favourite film? - ‘The Time Travelers Wife’. It’s a lovely film portraying true love.
Name your top three songs? – 1. ‘Someone Like You’ by Adele – it makes me think of someone from my past, this song probably brings someone to mind for all of us! 2. ‘Heart of Glass by Blondie – for dancing to on great nights out. 3. ‘I Bet That You Look Good on the Dance Floor’ by the Arctic Monkeys – another feel good classic, and it reminds me of my uni days!
What do you like doing in your spare time? – I spend most of my spare time with friends, doing spinning classes at the gym, going to the cinema and shopping. I went to University in Bournemouth so I often go back there for the weekend especially in the summer as it’s a home from home for me now.
On an average day, you may spend time on Twitter, aggregated news sites, dedicated news sites (eg BBC, CNN, NHK), Facebook, LinkedIn, Google, Digg, delicious etc.
What generally happens at the end of the day is you have anywhere up to 100 tabs open that you mean to come back to. But, tomorrow is another day. And the whole round starts again…..open a tab, read a little, click a link, watch a video, tweet, new tab, follow a link, new tab, download a white paper, new tab. ETC.
So, how do you stand out in this endless round of websites and social media impact?
Somewhere, in the recent 1,000 sites I have visited, (ie in the last 3-4 days) is a site that caught my eye. Sadly, because of the insufficiencies of the search engines to revisit the sites I have been to in the last day or two, I cannot lay my hands on it. But it stood out.
Which, you have to admit is rare for a website. Why did it stand out?
Because it behaved exactly the same as an app that I use on the phone – FourSquare. Little pop up saying I’d earned the New Visitor (or similar) badge as I entered and scrolled through the article I had found on one of the major news aggregation sites. It also linked me to others who had found that interesting. Some of whom I know and respect.
Enough to stay? Nope. But the article was good and had links to other related material. So, I clicked within the site links and started reading more. (Good sign – we like sticky sites that help you find other content of interest).
A couple of pages later, I got a new badge and was encouraged to register to the site to keep my badges. And return. By then, I was actually quite interested in the site and knew I would return. So, Sign up- easy, email plus first name.
I kept reading, bookmarked a few items as relevant for my research, and inevitably, eventually, moved on.
No-one from that website has been in touch. My life and requirements for writing have moved on so I haven’t searched for them. I can’t remember where that site is for the life of me. I could go through each day’s bookmarks but I simply don’t have time.
That website has a willing visitor, if I could only remember where it is. I don’t have time to look, but a single email reminder saying:
1 week ago, you looked at the following articles…….. Since then we have added all this related news….
and I’d be there in a flash.
If you create sticky content, add funky functionality, and set up CRM systems that allow you to keep in touch with those who fall over your website….please, please, please use them!!!
Glenn Tucker, Project Manager at ClickThrough Marketing
In the latest team member profile we chat with Glenn Tucker, Project Manager at ClickThrough about the importance of Facebook, his role at ClickThrough – and find out which Disney film is his favourite!
Who are you? - Glenn Tucker, Project Manager at ClickThrough.
When did you start at ClickThrough? – I joined ClickThrough in July 2010.
What will you be doing at ClickThrough? - I began in the role of Web Optimisation Manager. This included project management of a range of clients, ensuring the strategy, monthly tasks and reports are all delivered in time on a monthly basis. Now, in my new role as Project Manager I will be looking after the SEO department as a whole; this will include many of the same responsibilities but on a larger scale.
What were you doing before you arrived at ClickThrough? Where did you work? – Before clickthrough I was working as a graphic designer for a small agency based in Birmingham and before that I was working in house for an online jewelers. This involved the creation and design of a new brand they were launching in Germany and the USA.
What accounts/clients have you worked on before? – Previously I had worked on accounts for Network Rail, The Crowne Plaza and work in the education sector.
What are you most proud of in your career to date? - A few years ago I won a Birmingham based design and advertising competition that secured me paid work placements in some top design and advertising agencies.
What do you love about your job? - I enjoy the fast pace of Digital Marketing. There is always something new happening or new approaches to Website Optimisation and SEO. I am also able to use my design skills to help with conversion enhancements on many of our client’s websites.
What do you think is the number one thing for online marketers to watch out for in the next year? – The continuous rise of Facebook is always big news. As Facebook begin to allow for micro sites within their own platform these may begin to develop into full service portals that require more engaging content for the end user.
Who do you most admire and why? – Pick any Springbok Rugby Player. Watching how the players commit to the sport and their country always amazes me.
What is your favourite book? – ‘American Gods’ by Neil Gaimen or the original ‘Pinocchio’ - I can’t believe it was written for children!
What is your favourite film? – The Lion King. I haven’t met anyone who doesn’t love this film yet, I have yet to see the stage version.
Name your top three songs? - 1. Metallica – ‘Unforgiven’.2. Placebo – ‘Every You Every Me’. 3. Infected Mushroom – ‘Vicious Delicious’
What do you like doing in your spare time? – When I’m not suffering from another change of season cold I enjoy doing as many outdoor activities as I can fit in, from mountain biking and surfing to long walks in the park. I also like feeding ducks as they make me laugh. In winter I like to play squash and go to the gym as often as possible, mainly to keep warm.
John Newton, Chief Operating Officer
In this team member profile we sat down with John Newton, Chief Operating Officer at ClickThrough to chat about digital marketing, his new role as COO and what he admires about the 2012 Olympic Bid.
Who are you? – John Newton, Chief Operating Officer at ClickThrough.
When did you start at ClickThrough? – I joined as Head of Digital Marketing back in October 2009. In April 2011 I became Chief Operating Officer.
What will you be doing at ClickThrough? – In my new role I will be responsible for the day-to-day operations of all departments within ClickThrough along with our senior management team. These departments include our Client Services Team, who deliver outstanding digital marketing services to our clients, our Marketing and Sales teams and our IT, HR and Finance functions.
What were you doing before you arrived at ClickThrough? Where did you work? – Before joining ClickThrough I held a number of roles in organisations such as Yahoo!, ITV, Flextech Television and most recently an online performance marketing network. Many of these were within sales management and operations, which gave me the opportunity to get an insight into the many different aspects of marketing service delivery – from marketing and sales, through to pricing, delivery and finance.
What accounts/clients have you worked on before? – I’ve been very fortunate. Working at ITV gave me early exposure to the marketing needs and aspirations of a cross-section of some of the world’s biggest brands. In many ways, the challenges of global marketers are same as one or two man band companies – gaining and holding the attention of consumers in an increasingly cluttered marketing ecosystem. The increased emphasis on “pull” marketing in recent years, especially search marketing, has forced marketers to place more emphasis on consumers needs in their communications which can only be a good thing for brands looking to create long-standing customer relationships.
What are you most proud of in your career to date? – As Head of Digital Marketing at ClickThrough I was responsible for our rebrand last year. That encompassed all marketing communications – from our logo and branding through to our website, marketing materials, presentations and so on. The positive reaction from customers and other influencers has shown that we were right to place our highly knowledgeable staff - our ‘search conversion experts’ – at the heart of our offering.
What do you love about your job? – The variety. Very few roles offer the chance to work with so many experts in their respective fields. Digital marketing continues to throw out exciting developments every few months and I love working with our search conversion experts to help ClickThrough rise to every new challenge.
What do you think is the number one thing for online marketers to watch out for in the next year? – Search algorithms continue to evolve and the news that the major search engines now take into account social activity in calculating search results, and the advent of Google +1, are further proof that that the list of ranking factors has grown exponentially in recent years. Search engines now have a very comprehensive (if not 100% complete) profile for each website they find and the challenge for marketers will be to ensure that they keep an eye on their activity across channels (inputs) and the resulting metrics (outputs).
Who do you most admire and why? – One of the greatest achievements over the last few years was the successful UK Olympic bid. Two of my business heroes (Barbara Cassani, founder of Go Airlines and former Olympian Lord Sebastian Coe) spearheaded the campaign. There is a brilliant synopsis of the British bid at the end of Jon Steel’s book ‘Perfect Pitch’.
What is your favourite book? – Aside from our rather fabulous Search Marketing books, for my money I would say that Alan Mitchell continues to turn marketing on its head (‘Right Side Up’ was years ahead of its time) and I also love anything written by Jeremy Bullmore, who still wields one of the sharpest minds in the marketing communications industry.
Away from business books, I am currently reading Lustrum by Robert Harris, the follow-up to the brilliant ‘Imperium’. Although set in ancient Rome, this tale of the cut-and-thrust of law and politics makes it a perfect novel for today.
What is your favourite film? – Has to be Back to the Future, although I was blown away by Tron Legacy in 3D.
Name your top three songs? – Tough… 1. ‘All This Love That I’m Givin’ by Gwen McCrae – funky! 2. ‘Blow Your Mind’ by Jamiroquai – great memories. 3. ‘I’ve Found Lovin’ by the Fatback Band. But ask me tomorrow and I will give you a completely different answer!
This is not a sight you are likely to see very often.
Twitter is alive with the hashtag #bbcblackout as it turns out that our seemingly infallible Aunty has lost her DNS.
The BBC has engineers on the task, but it will be interesting to hear from ISPs tomorrow whether the absence of the ubiquitous BBC has affected traffic usage during the downtime. iPlayer has been seen as responsible as putting a considerable strain on some players.
We now have high level BBC Execs apologising on Twitter – good crisis management. Let everyone know as quickly as possible what is happening, or just that you are aware it is happening and are looking into it.
Steve Herrmann, Editor of the BBC News website just tweeted:
We will keep you updated!
A tense 45 minutes later – she’s back, seemingly unharmed.
Rory Cellan-Jones (BBC Tech correspondent) deserves the prize for best tweet:
I recently took part at the Econsultancy Digital Cream event where client-side marketers discuss approaches to improve their digital marketing.
I was moderating the SEO roundtable where we discussed the main challenges and opportunities marketers were seeing with their SEO.
These were the main topics which were of interest to the 30 or so marketers at the roundtables:
1. The impact of social signals on rankings
The announcement that social signals now influence SEO rankings is well known, so this has to be a big issue to consider, particularly since many companies don’t have a blog and/or it’s not so well integrated into their site products and services pages.
At each of the roundtables we discussed how to integrate the type of content that will be shareable and linkable into commercial, non-publisher sites. Methods to gain backlinks are unsurprisingly still a major concern.
Even before this announcement I noticed many companies making efforts to integrate their SEO with online PR and social media. There seem to be more joint responsibilities for SEO and social in the larger companies that get it, a good move I think.
Many of the challenges for larger organisations involve getting SEO specialists to work more closely with other parts of a company or agencies working on online PR and social media initiatives.
2. Mobile search
Google revealed recently that over the past two years, its mobile searches have grown by more than five times.
As I showed in my last ClickThrough post, you can see how much this matters for your sector using Googles own tools.
3. Local search
Closely related, following an algorithm and interface update towards the end of last year, Google Places has become a lot more important for local searches involving the name of a location plus a service.
If you see the tell-tale red balloons dominating the search results for searches related to your services in an area, that’s a sure sign you need to take action.
4. Video search
Did you see the stats showing that YouTube has become the second-most important search engine in many countries? That suggests the opportunities for video SEO should be explored alongside other forms of blended search, if they’re not already.
5. Opportunities to engage on other sites
There’s a tendency within SEO to think inwardly about driving traffic to your sites and gaining links on other sites. But as the social web has evolved there may be new options for reaching an audience on other sites which perform well in the SERPs.
I see these types of sites as increasing in importance – often within the SERPS:
Few of the companies attending had been directly affected suggesting that if a site is a recognised brand producing unique, quality content, this update will have a limited impact.
6. Site migration
I chaired 3 roundtables and was surprised to see, in each one that, at least one person mentioned their concern of how a site redesign or relaunch affecting their URLs might impact in SEO. This was based on their experience of previous refreshes. All of this just goes to show that as well as reviewing new approaches, it’s important to know how to get the basics right too.
