It's NOT about you, it's about the customer!

I find myself talking about Content Marketing because as Bill Gates said in 1996 'Content Marketing is King.' However, is content everything it is said to be?

I sat in on a lecture by Amber Gupta where he spoke of Content Marketing being a new trend in the Digital Marketing world. Content Marketing can come in various different forms; it could be through blogs, webinars, videos and podcasts, to name a few. For content to work in your favour, it is best to devise a strategy. The lecture referred to Bill Gates' statements from 96, and seemed to sell the idea that creating good contact can help a business connect with their customers, as well as try to improve on their SERP position. Having said that, reading an article by Israel looking at content marketing from a different perspective, you can see there are two sides to content marketing.

Israel brings up the fact that content marketing does not really consider the fact of 'conversation' with your customers. Nowadays with the likes of Facebook, customers can engage with you much easier, and you can respond to their queries etc, much quicker and efficiently. However, content marketing is more about the one way conversation with everyone. It seems it is the business talking to their customers, but not listening to the replies or feedback. Israel considers that, with the likes of Facebook's 'likes', you could consider that as a form of listening, however it is not building and maintaining the personal relationship, which is one of the main aims of social media.

I'm personally not sold on the pros or cons of content marketing. I will probably need to read more into it, however I do see both sides of the argument in this case, but I will have to go with the side of pro content marketing as you can create content which engages with custoemrs, as well as improve upon your SEO.

Sources used:

Israel, S. (2012) 'Why I hate 'Content Marketing' and 'Blogger Outreach' Forbes [Online] <http://www.forbes.com/sites/shelisrael/2012/12/07/why-i-hate-content-marketing-and-blogger-outreach/> [Accessed 10/05/2014]
Gupta, A. (2014) 'Digital Marketing Strategy.' [Lecture Notes] Brighton: University of Brighton Business School, Unpublished.

Schema Markup.... Have you heard of it?!

We all know that SEO is an important part of any businesses digital presence. Ensuring your are optimised as best as possible is any digital marketers dream. There is now a way of improving your SEO as well as improving the appearance of your link on the SERPs.

I have never heard of Schema MArkup, and thought it was some made up phrase when I first heard of it. However, reading an article by Ratcliff (2014) I have been brough up to speed with one of the latest SEO techniques.

Schema Markup is basically making your link on a SERP look more aesthetically pleasing and interesting. This could be done by adding a picture related to the search term, a rating of this page or location based information. It is all about making your link more useful for the searchers and making your webpage look that much more helpful than the rest.

Schema is a preferred markup from the likes of Google and Bing, and a study by searchmetrics found that only 0.3% of domains were using the Schema markup integrations. This means that if you do start using it, you will stand out from the crowd.

Another benefit that Schema markup gives you, is that it can communicate with a search engine what it is EXACTLY what your page includes. For example, if someone searches for 'gravity' and your website includes information about the film not the natural phenomenon, then it will tell the search engine that your website should come up when the film is searched, not the phenomenon.

Looking at an article by Adam Thompson, he also looks into the schema markup situation. He explores and states that apparently using Rich snippets, like schema, can increase click through rates by around 30%, leading to 30% more traffic to your site. It seems that adding the schema in, could definitely improve your SEO activities. However, it isn't guaranteed that it will improve your SEO.

In summary, Schema Markup can benefit not only you, but your customers as well as they receive a better quality of information at their disposal, which leads to a better informed decision.

The changes to Email Marketing

I blogged previously about how email marketing is the 'king' however I have found some developments about email marketing, and some of the changes that have happened. 

Casel (2013) spoke of how email marketing is a cost effective form of marketing for any business, big or small, emails can be a lot more personalised than other marketing methods and email can be interactive, as long as the email is built correctly. 

There are many Email Service Providers (ESP) you can use to send out your emails, however Minsker (2014) speaks of how certain things have changed in the email marketing world that could affect your strategy. 

ESP are changing certain aspects of mailboxes in order to improve the experience their customers get by not receiving so much "junk" from businesses. Minsker also highlights the change to mobile marketing and how marketers are having to adjust to this change, because if they did not adapt to their new strategies, then Minsker says there will be a "classic case of sink or swin." 

Looking into the changes that some ESPs have implemented. Due to the introduction of new engagement policies, ESPs such as Google, Yahoo, AOL, Hotmail and Microsoft have been regulating deliverability. We first of all look at Google. Google introduced new tabs to their Gmail inboxes which was to try and remove marketing emails from the users primary inbox, and move it into a promotions tab (Minsker, 2014). This change from Google received positive feedback from customers, however it is a big problem with email marketers due to the fact that customers will not be opening their emails at the time in which they want them too. With Hotmail and Yahoo, open rates were not effected as much as Gmail, so it would seem that marketers will see a decline in open rates from users with a Gmail account. 

The next issue that marketers will face is the advances in mobile. Now, when you first think of mobile, you think great! I can access my customers anywhere and at anytime. However the challenge is creating the content that grips the attention of the reader as people are spending much less time in their inbox, and only look through what interests them. An example given in Minsker (2014) is a countdown to the end of a sale or limited time offer. Creating a sense of urgency creates an action from the reader. Minsker also goes on to detail how using geographic location can also increase the open rate of an email, as users want more personalised content. However, the trick is to get the right amount of personalisation and to not cross into the red zone of invasive. 

 Another thing to consider when creating emails that are likely to be received and opened on a mobile device, is responsive design. I spoke of responsive web design in a previous blog about the Importance of a mobile friendly website. It is clear that Responsive design is good for more than just web design. Emails will be opened on a range of devices, from desktops to mobiles to tablets. All requiring different layouts due to screen sizes. 

Minsker also details that you also need to revitalise email marketing through good, quality re-engagements activities. Kristina Huffman (cited in Minsker, 2014) speaks of five re-engagement tactics that can be used to spark the interest back into your customers:

1. Educational message - to encourage subscribers to make the most of their subscription through specific activities etc. 
2. Subscription Reminder - re-enforcing the fact that the emails sent are of high value and the customer chose to opt-in.
3. The Guilt Trip - giving customers a last resort moment to not unsubscribe saying something a long the lines of "we'll miss you"
4. The Deadline Strategy - a tried and tested strategy giving customers a deadline and creating a sense of urgency.
5. The Incentive Message - works well with the deadline strategy, give something to the customer if your content just does not quite entice your customer to stay with you. 

From my perspective, looking at these new obstructions, yes it could be a bit of a pain that customers will not be opening the message when you want them too, but it could work in your favour. Especially when look at Google's tabs. Your customers are going to look at these emails when they are ready, not when you want them too. This means that slightly tailoring your approach to how you word your emails will need to change, and that is it. With mobile, take on the above messages that Minsker brought up, and email on mobile will be as large of a success to what it was on desktop, you've just got to embrace the new changes. 

References used:

Minsker, M 2014, 'The Future of EMAIL Marketing', CRM Magazine, 18, 2, pp. 24-28, Business Source Premier, EBSCOhost, viewed 6 May 2014.

Casel, B 2013, 'Build Repeat Customers Through Email Marketing', Restaurant Hospitality, 97, 9, p. 24, Business Source Premier, EBSCOhost, viewed 6 May 2014.

How 6 seconds of video has replaced a 30 second TV advert

Twitter's Vine app has been around since January 2013 (Marketing Land, 2014) and after 7 months had around 40 million users (Bushey, 2013). Vine has attracted many big brand, such as Asos, Gap, General Electirics and many more (Bradshaw 2013). 

Bradshaw (2013) looked into how big brands are now using Vine as the new form of marketing. A quote by Bradshaw was "For some brand advertisers, six seconds is the new thirty seconds.' The article by Bradshaw was released around the time of the superbowl and he stated that it would cost $4m for thirty seconds of advertising during the superbowl. This would mean there is a spark of interest, from big brand advertisers, to look for new avenues where they can still reach large audiences, but at a much more cost effective way. Michael Litman (cited in Bradshaw, 2013) said that  he had not seen such a big brand take-up, even from day one, showing how popular and useful Vine could be for a brand. 

Smith (2013) classed Vine as one of the new social media platforms that will take off and lead a new trend in the digital marketing world, as he states that video sharing will becoming much popular in 2014. Especially with Instagram doing video, Snapchat and obviously Vine and YouTube. 

An example of a big brand using Vine, is Ben and Jerrys. They used vine to launch their flavour phish food in Canada (Haynes, 2013). It was Canada's first branded vine campaign, which also integrated the hastag '#GoPhish' for Twitter and Facebook referral. It was initially a test for Ben and Jerry's to see how the brand could use Vine as a form of marketing (Haynes, 2013). Below is one of the Vines Ben & Jerrys used.

From my opinion, I believe Vine is a great new way of communicating and engaging with your followers/customers. It is good to keep up with the latest trends in the digital world as it is always changing and evolving. Users attention span is getting shorter and shorter, so Vine would be the perfect replacement for that. However, you do need to make sure you perfectly communicate the message you want too in those six seconds. 

References:

Marketing Land (2014) ‘Library: Twitter: Vine’ [Online] <http://marketingland.com/library/twitter/twitter-vine> [Accessed 01/05/2014]

Bushey, R. (2013) ‘Vine Reaches 40 Million Users: 5 Fast Facts You Need to Know’ Heavy August 21 2013 [Online] http://www.heavy.com/social/2013/08/vine-video-app-40-million-users-news/ [Accessed 01/05/2014]

Smith, A. (2013) ‘Digital Marketing Techniques for 2014’ Social Media Today. November 14 2013 [Online] <http://socialmediatoday.com/alan-smith/1918461/digital-marketing-techniques-for-2014> [Accessed 01/05/2014]

Haynes, M. 2013, "Ben & Jerry's Vine Fishing", Strategy, , pp. 26. [accessible at http://search.proquest.com.ezproxy.brighton.ac.uk/docview/1458458584/abstract?accountid=9727> [Accesed 0105/2014]

Bradshaw, T. 2013, "Twitter's video app lures big brands", FT.com, [accessible at http://search.proquest.com.ezproxy.brighton.ac.uk/docview/1283752967] [Accessed 01/05/2014]