Content marketing objectives, strategies and tactics.

There seems to be confusion, as ever in marketing! This week we discuss content marketing objectives, strategies and tactics and how they interrelate with each other in a framework that makes sense.

Content marketing seems to be an endless source of confusion, but I think we’ve finally cracked it! Our junior planner, Emilia, did a great training session recently about developing aims, content marketing objectives, strategies and tactics – and it struck me that this is where most of the confusion lies. So for the record, this is what we think, and this is what most trained marketers would recognise – and the hierarchy is really importantContinue reading

Measuring social media engagement

Measuring social media engagement, it’s important to get it right.

Measuring social media is a constant area of debate for most brands. Often social is seen as a must have with little understanding as to the real benefits. This post discusses social measurement and why applying conversion metrics isn’t always the right way to show the real benefits.

Last week, our CEO Ben Dickens wrote about engagement via web traffic, highlighting some of the basic principles of how to analyse user visits on websites. However, while most businesses grasp the importance of measuring on-site interaction and engagement, when it comes to social media, much is forgotten.

For example, it’s good practice to filter out your office IP address from your Google Analytics account. Visits to your website from employees or computers in the office aren’t the kind of visits you’re trying to measure. At DVO, we have to filter out our office and some of our regular freelancers to ensure our traffic numbers reflect our actual audience.

But this is a principle that frequently goes out of the window in social, especially among the many companies who consider likes, retweets and shares from employees to represent bona fide engagement with the brand.

Continue reading

Webspace – A new paradigm in online marketing

Successful online marketing is about building a great website, then promoting it through advertising, optimising it for organic traffic and getting some journalists to write about you, right?

Nope. That’s more like what you do if you have an offline shop.

Online marketing is about optimising multiple properties to function as an interrelated digital ecosystem. I call that a webspace.

Up until fairly recently, online strategy has been dictated by the ‘rules’ of marketing of an offline, pre-internet world. But, due to more digitally savvy marketers gaining senior positions and the sheer volume of data available today to measure success, this is changing.Continue reading