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25.01.2022 When was the last time that you saw guerrilla marketing done so well? The focus, coordination and stealth of this campaign is very impressive. In 2015, artists did a similar thing in Paris during the COP21 UN climate change conference.... Its particularly clever of this cooperative to use a QR code on each poster, integrating offline and online, to link people to a bushfire-related charity of the artists choice and collect data on how and where people are connecting with the campaign. As a collective group of Australian artists, we have been driven to reclaim public advertising space with posters speaking to the Australian governments inaction on climate change and the devastating bushfires. We do not accept that this situation is business as usual. We are making these issues visible in our public spaces and in our media; areas monopolized by entities maintaining conservative climate denial agendas. If the newspapers wont print the story, we will! - Scott Marsh, Artist #bushfirebrandalism

25.01.2022 Don't write just to sound intelligent. Write with purpose, make your message clear and deliver practical value for the reader. ..... Once upon a time there were journalists and communications professionals that did the writing. Then the web made it possible for anyone to publish. Now everyones a writer and the World is filled with meaningless dribble. My pet peeve is blatant self-promotion; videos, articles and commentary even books - with no real substance or value. Let...s be clear, thats not Content Marketing its Narcissism, plain and simple, and social media is to blame. Good writing begins with a purpose, strategy and plan. The writing part takes time; deserves time. Any article or script must be carefully drafted, crafted, proofed and edited. Before you publish, run a spell-check. Plus have a grammar nazi proof read your article, check for typos and distractions, and make sure your message is clear. Were not going for a Pulitzer Prize here, but it takes 7 seconds to grab a customers attention, so make that 7 seconds worth their while. The key here is that you are writing for your audience, not you. The aim is to draw your reader in, resonate with them, encourage engagement and stimulate action. And that begins with relevant and meaningful content. See more

25.01.2022 2019 came with some massive developments in marketing. The spotlight was on customer journeys and AI. In 2020, Predictive Marketing is likely to be one of the Top Marketing Trends of the year. Customers do a great deal of research before making buying decisions and tend to engage with brands over multiple channels, so there is data in abundance. ... Predictive analytics analyses existing data patterns and anticipates intention through lead scoring. Amazon is the best example, detecting readiness to buy, then delivering highly targeted recommendations via Amazon Assistant. Some platforms are developing methods of identifying stages in the purchasing process and determining what type and sequence of messages to deliver. This could be revolutionary for the hotel industry, which has one of the most complex customer journeys. Hotels could meet customers' ever increasing expectations for faster access to information and personalised experiences with assistance at every point of the customer journey. Were already automating marketing campaigns with customer data such as purchasing history and contextual relevance. Machine learning will take it next level, adding customer-intent signals and deeper customisation. For an excellent explanation of predictive analytics, visit https://lnkd.in/f3xpaTx #TopMarketingTrends2020 #customerjourneys #Machinelearning #predictiveanalytics

24.01.2022 As of 1 Nov 2016, Google will be required under Australian law to charge 10% GST on its advertising services.

23.01.2022 Using a combination of smart strategies and tactics to optimise conversions is the key to marketing ROI ..... Is your business ready to prioritise conversions? You're probably aware of all the concepts - marketing automation, sales funnels, landing pages, call to actions, analytics, management dashboards, etc. Contact us for a consultation and let's explore what's possible.

23.01.2022 Branding is the effort to create and control a particular image and perception in the mind of the customer, and is used as a way to personalise a company on some level. In the golden age of branding, successfully managing these customer perceptions required a consistent image, idea and message at any given time. With traditional media, this was simple, because a singular, themed campaign ran for a period of time. Those campaigns were usually cross-channel, but appropriately... adapted to deliver the same proposition. But technology, and particularly social media, has thrown the world of branding into chaos. Social media requires a constant stream of content, which makes it almost impossible to constantly remain within strict brand guidelines and still meet the need to distribute content at this high volume. PLUS, we have the phenomenon of social sharing, customers messages shaping perceptions of brands. The customers perception is your reality

22.01.2022 What we can learn from 10 brilliant social media campaigns

21.01.2022 The typical customer journey from research to purchase can vary for different markets. This handy tool by Google lets you explore the data by industry, business size and region, revealing the channels that influence online purchasing behaviour. ........ Do you need advice on Integrated Digital Marketing? An expert can make all the difference when it comes to knowing which channels to integrate and how to integrate them. We'll help design the perfect strategy for your business and industry that drives results.

20.01.2022 And the award for the biggest fad of 2016 goes to Pokomon Go ..... There's a theory in Marketing about fads, trends and classics. It relates to how consumers adopt and diffuse styles. ... Fads are a flash in the pan, while trends hang on a little longer, and classics are almost timeless. Pokomon Go is a fad. It's the Tamagotchi of the 90s. However there is one fundamental difference - we wont forget it ever happened and go back to business as usual. Why? Because it popularised Augmented Reality. It may have been a fad, but it was still a game changer.

20.01.2022 The Super Bowl is the biggest single day in advertising, with companies spending $5.6 million for a 30-second spot during the game. Its broadcast attracts 100M viewers. According to Nielsen, 47% of total Super Bowl viewership from 2014 to 2018 was by women. Yet they are either grossly under-represented in the ads or, more often than not, scantily clad in bikinis. Some companies have got the message and use the platform to demonstrate their commitment to diversity, making t...heir advertising more inclusive. However, in a study of Super Bowl ads over the past 5 years, male characters had 2x more speaking time and were portrayed as leaders or winners 2x more than female characters. Female characters were portrayed as skinny or very skinny 3x more than men and wear revealing clothing 9x more than men. https://www.thinkwithgoogle.com//diversity-and-inclusion-/

19.01.2022 INFOGRAPHIC: a marketing study revealed Marketers are feeling stuck. They don't know how to create visual appeal. And they feel overwhelmed and disorganised. Can you relate to this? Are you part of the 86%? ..... Marketing is at a tipping point. Its become so dependant on technology that it has lost its focus. Creativity and innovation are stifled. Time pressures, an overwhelming sense of responsibility and diversification of tasks are a big part of the problem. Businesses need to begin dealing with these issues now and seeking constructive ways to manage work overload. Lets get back to basics: marketing models, strategies and planning, plus using technology in intelligent ways, such as analytics, systemisation and automation.

19.01.2022 The digital transformation journey begins with companies reimagining existing business processes and customer experiences. From there, they must also think through how new technologies need to be designed and configured and how they need to connect into the broader marketing technology architecture. MarTechs end goal is to improve productivity, efficiency, and accuracy, but a survey by Couchbase uncovered a failure rate of nearly 90 percent. Based on some of the most common ...mistakes Ive seen on these projects, here are a few things marketers should consider in any technology implementation. Strategy - the project owner should understand business priorities and how to build the solution around the prioritised use cases. Capabilities - assess the skills on your internal marketing team objectively. Vendor support is not enough to design and implement - engage an experienced partner Alignment start with clear objectives that govern the project and stakeholders that are in agreement on a solution that will deliver the most value. Change Management - manage the people side of change to achieve a successful outcome. Agility make delivery iterative and test extensively. Validate Early - build a minimum viable product and gather user feedback as quickly as possible.

18.01.2022 How an awareness campaign achieved overnight Instagram success, but failed to sell it's social message ..... It takes a lot of skill, time and effort to build a successful Instagram account. Like an onion you work through layers and layers to establish visibility, engagement, followings, and optimise content lifecycles. ... This campaign took off like wildfire, but achieved the opposite of it's objective. Instead of communicating a troubling message about alcoholism, it made the subject look like a popular party girl, and its Instagram audience admired it. It was a faulty strategy with seriously flawed execution.

18.01.2022 Who else subscribes to Think with Google for the latest data, insights and inspiration? Google's 2016 research into 'how micro-moments reshape the travel customer journey' is legendary. Their latest research on travel marketing is out. Google asked more than 7,000 travellers from six countries how they plan a trip from beginning to end. According to the data, the key to success in 2020 is to show travellers that your brand meets their individual, underlying needs, as unmet n...eeds are more likely to deter a booking than price. So, brands should think holistically about all potential interactions with a traveller. Destination search marketing is still critical to a marketing strategy but appealing to values and experiential desires is essential to purchasing decisions, so focus on needs not price. In 2020, travel marketers will rely on machine learning to analyse nuanced interactions and customer signals, tailor messaging and creative, and connect their brand with the right customers. https://www.thinkwithgoogle.com//travel-customer-journey-i

18.01.2022 January is the perfect time of year to review your online marketing. Weve been working with a dear client for six years and every year in January we do a deep review of their digital marketing. Their website, SEO, Google Ads, GoogleMyBusiness, online portfolio, Facebook Ads, CRM and customer journeys all go into a project and improvements are made across the board to set their business up for success. ... Technology and best practice in digital move fast and there are always opportunities to level up. Steady growth takes work and consistency.

16.01.2022 When you understand how much a business online reputation impacts purchasing behaviour, you realise how critical strategies to manage online reputation are in 2020. The average consumer reads 10 reviews before trusting a local business. 84% of people trust online reviews as much as a personal recommendation. One negative review drives away 22% of prospects and the percentage of lost customers increases with more reviews. Businesses lose 59.2% of prospects to three negative... reviews; and more than four negative reviews deterring up to 70% of customers. A low star rating or negative reviews can dramatically impact business revenue.

15.01.2022 Next time you have a presentation to deliver, make it awesome with this checklist of tips for persuasive speaking

13.01.2022 Customer Lifetime Value (CLV) is an important metric for businesses. Knowing your CLV allows you to improve customer retention, decrease cost per acquisition and direct marketing efforts towards customers that are most profitable. Thankfully, CLV is coming into practice more with businesses focusing on CRM strategies. Many CRMs can calculate CLV for you, using predictive analytics to forecast and determine future value. How to calculate you customer lifetime value (CLV): ... Calculate the average each customer spends with you on an annual basis. Now calculate the gross profit % from that customer (sales - direct cost) / sales Now calculate how many years or months on average a customer stays with you. Lets say the average customer spends $10,000 a year with you. The gross profit % is 30%, therefore gross profit =$3,000. They stay with you for 3 years, so the lifetime value of a customer is $9,000. Once you know the average you can now work on improving it. You have 3 KPIs to work with. average spend per customer gross profit per customer period of time customer stays with you You will also know how much you should be spending to acquire a customer. Lets say that the cost spent to acquire each customer should deliver a 5:1 return. Using my example you now know that you should be spending no more than $1,800 ($9,000 / 5) to acquire each customer.

13.01.2022 Learning is a highly complex cognitive process, yet our current world expects knowledge and memory to come almost instantaneously. Impossible. ..... We all know the theory about the three main methods of learning auditory, visual and kinesthetic. Some theorists say that learning requires the three styles to be simultaneous, or even prefer one mode of learning to another. ... As the saying goes: tell me and Ill forget, show me and Ill remember, involve me and Ill learn [Benjamin Franklin] But sometimes the real key to learning is time and patience.

13.01.2022 Is there a winning formula to building effective landing pages? You bet there is. ..... Landing pages are the key to converting leads from online advertising such as Google Adwords, Facebook Ads and EDM. Contact us for a free assessment of your landing pages. We'll evaluate their effectiveness to generate quality leads for your business.

12.01.2022 Fresh off the press! This annual study provides KPI benchmark data which allows digital marketers to analyse their 2019 performance and plan their 2020. Its the first year in which paid search has eclipsed organic for website revenue, and the first year the majority of revenue has come from mobile devices.... Read the full report here: https://www.wolfgangdigital.com/kpi-2020/

12.01.2022 PESO isn't a new theory, but it's a game changer. Try it as a framework to workshop social media and PR tactics ..... PESO stands for Paid, Earned, Shared & Owned and represents the 4 content types. The model is now commonly used as a way to design content marketing tactics. - Paid is your advertising, eg Facebook targeted ads and boosted posts, as well as sponsorship, such as paid influencers ... - Earned is media and other mentions through publicity - Shared is content created by others we can share and leverage - Owned is what we create, e.g. web copy, blogs, social media posts, advertorials, and other types of promotional content Content marketing is hard work, but with the right content mix and a smart strategy it can produce excellent results.

12.01.2022 Burger King has bravely gone where no fast food chain has ever gone before and strategically its brilliant. When you think of traditional advertising strategy for fast food campaigns with their amazing food styling, its obvious theyre designed to stimulate hunger and immediately make you crave it. Youre 100 metres from the closest franchise, you see an ad for a burger and fries, next minute youre pulling into the drive-through for a sneaky cheeseburger. This does the o...pposite. It turns you off. Its reverse marketing, but it cuts through, committing Burger Kings new competitive positioning to memory, albeit in the harshest way. At first, I thought, but whoa, doesnt this cannibalise their sales?! Maybe, but these guys have thought outside the square and are changing the game. This isnt about impulse purchasing. Its about the moment down the track that a customer fancies a burger and have a McDonalds and a Burger King on opposite corners of the road. With the shift in consumer attitudes, theyll choose Burger King because their perception is that its now healthier. Theres a slightly more sinister but brilliant element to this reverse marketing strategy. Imagine this billboard near a McDonalds. The stomach churning image is likely to turn the consumer off from buying a burger altogether, impacting their competitors bottom line.

10.01.2022 Want to really stand out on Instagram? Take a Plotagraph

10.01.2022 Burger King has bravely gone where no fast food chain has ever gone before and strategically it’s brilliant. When you think of traditional advertising strategy for fast food campaigns with their amazing food styling, it’s obvious they’re designed to stimulate hunger and immediately make you crave it. You’re 100 metres from the closest franchise, you see an ad for a burger and fries, next minute you’re pulling into the drive-through for a sneaky cheeseburger. This does the o...pposite. It turns you off. It’s reverse marketing, but it cuts through, committing Burger King’s new competitive positioning to memory, albeit in the harshest way. At first, I thought, but whoa, doesn’t this cannibalise their sales?! Maybe, but these guys have thought outside the square and are changing the game. This isn’t about impulse purchasing. It’s about the moment down the track that a customer fancies a burger and have a McDonald’s and a Burger King on opposite corners of the road. With the shift in consumer attitudes, they’ll choose Burger King because their perception is that it’s now healthier. There’s a slightly more sinister but brilliant element to this reverse marketing strategy. Imagine this billboard near a McDonald’s. The stomach churning image is likely to turn the consumer off from buying a burger altogether, impacting their competitor’s bottom line.

08.01.2022 Building a website, mobile app or game? Check out these 10 tips to delivering an excellent user experience. ..... This is where its at, people. UX User Experience Design is about understanding your customers, their motivations, needs and preferences, and achieving your marketing objectives depends on an awesome user experience. ... UX isnt just a digital marketing buzzword, the concept of User Experience diffuses through your entire marketing mix, applying to real world customer interactions, such as in a physical spaces, as well as product purchase, usage and disposal. Smart businesses are using UX to measure the entire customer experience, listening to users and sometimes even going back to old-fashioned market research. When it comes to digital, UX is how users interact with a website, mobile device, application or game to complete a task. The first step is in understanding user types and personas. The second is recognising that the online behaviour of specific users is based on their goals and individual styles. Features and functionality should make sense, and processes should be intuitive to make it simple for users to fulfil their goal. Its all about designing for the user. The more tech savvy users become, the more their tolerance levels are depleting. So, the further we go into the future, the more frustrated that users will become when their customer experience fails to meet their expectations. This is why UX has become so central to digital marketing.

06.01.2022 Video is going off! But if you're taking a one-size-fits-all, approaching and uploading the same video to multiple social networks, you're doing it wrong. Each social network has its own video requirements, and each audience has different expectations for content. Customisation is the key

05.01.2022 'Visual search is set to be one of 2020's top marketing trends. Marketing analytics firm Jumpshot reported in 2019 that 49% of Google searches resulted in no clicks. This is likely due to Googles rich snippets, which allow visitors to find the information they are searching for much faster. Googles prioritisation has shifted to answering queries directly in search results with paragraphs, lists and tables, and, more recently, visual search. 40% of search users are now get...ting to websites via these rich snippets, according to another study by Path Interactive. Product schema has changed the eCommerce landscape dramatically with marketers able to add markup to product pages so Google can provide detailed product information in rich search results. Users can see images, price, availability, and review ratings right in SERPs. Googles obsession with understanding user intent is now streamlining the customer journey and driving more informed click-through. Structured data and Schema Markup is expected to become the main topic of SEO talks in 2020.

04.01.2022 Don't sit around twiddling your thumbs waiting for your new site to launch, get these 7 SEO kick-starters in action ..... Building a new website is a rather large project. Theres a lot to do, so the work needed to prepare for launch is usually what sucks up our time. At this stage you:... Know your sites Goals and Objectives Have an overall design or template Are working with a consultant, designer, developer and/or agency Heres a list of just 10 of the things that youll be working on: 1. URLs 2. Site structure and information architecture 3. Main pages and landing page design 4. Features, functionality and navigation 5. Keyword research 6. On-site SEO strategy 7. Messaging and communications 8. Copywriting and optimisation 9. Call to actions, user pathways and how to capture conversions 10. Images, video and library optimisation And no doubt you can think of something that I missed in that list. However, a pre-launch SEO strategy is a super smart idea. This article pretty much has it covered. If you dont have time for all 7 steps, at least try steps 1, 2 and 3. Note: step 4 is mandatory! Also, start preparing your email list and get networking with influencers and the mediawith all that spare time you have ;)

03.01.2022 When people hear the term Marketing Plan they automatically think of a 20-page document that looks 12 months ahead, takes 3 months to write and is out of date before its even off the printer. However, thats not what Marketing Planning really is about. Every marketing project needs a plan, even if its a one pager. Here's my 10 Step basic Marketing Plan:... 1. Have an overarching Goal what you aim to achieve 2. Detail 3 SMAART Objectives (specific, measurable, ambitious but achievable, realistic, time bound) 3. Review your competitors and work out how you can differentiate 4. Define your target market/audience 5. Specify the product and the value proposition 6. Describe the distribution or promotional channels 7. Delegate roles, tasks and responsibilities specifically 8. Work out what technology could help streamline systems and processes 9. Set budgets and timelines 10. Work out a plan and schedule to monitor and measure progress, effectiveness and success See more

03.01.2022 Like our Facebook Page for ideas, insights and lightbulb moments Digital Marketing is like a giant jigsaw puzzle, so our goal is to help put the pieces together and build the big picture. Get better results just by following our posts

02.01.2022 Everyone is talking about the customer journey. But when I tell Digital Marketers where the idea of the customer journey comes from, they can be really surprised. Most digital marketers have thrown traditional marketing concepts out the window in a display of digital myopia.... However, to really get it, you need to apply an elemental consumer behaviour theory. Customer journey models are not a new thing either its been around since 1910. Its called: THE PURCHASING DECISION PROCESS Marketers that are interested in understanding their unique customers' journey must consider the five stages in the buying cycle and analyse all the various touch-points that map the customer experience from beginning (need recognition) to end (post-purchase behaviour). The entire customer journey and its moments collectively is customer experience.

02.01.2022 I think we can all appreciate an appropriate corporate response to something trending on social media. Well played KleenexAu. Relieved to know you have our wiping needs covered in a national crisis.

02.01.2022 INFOGRAPHIC: Heres What Customers Want Your Mobile App to Do 8 top tips below: - include a loyalty program - offer incentives and rewards... - include discount coupons - provide customer service - make buying or booking through the app a breeze - have a click to call button - have a simple contact form or email option - use push notifications for personalised alerts See more

01.01.2022 Ad customisers are the revolution eCommerce has been waiting for. Try these amazing techniques to dynamically customise ad creative and improve results with Google Adwords ..... One for the super advanced, but had to be shared. ... In e-Commerce, the benefits and value in data mining are huge and now we can take dynamic data and utilise it strategically in Adwords. Applying data such as price and inventory figures to ad copy can improve results. Google has released an amazing method of dynamically inserting content updates into ads or extensions in real time via datasheet uploaded to the Business Data section of the Shared Library. This is great if you have daily or even hourly price fluctuations. While we dont all have Amazon-size online stores where setting up automation systems of this scale (reference to article) is a reasonable proposition, there are still some fantastic takeaways from this article. I can confidentially say that adding specific data to ads does improve results because I have seen my own clients Adwords performance improve just by applying a price or percentage off figure to a headline. Product attributes, such as colours, sizes and styles also improves results. Adwords ad customizers arent restricted to pricing and inventory data. The great news is that you can use any type of text at all to enhance ad creative. For example, if you are a business that delivers to multiple cities and regions you may want to show location-specific pricing, product availability, brands, models or special offers. Use this technique to customise ads by Geography. And if you do happen to have e-Commerce worthy of real time updates, try sales countdowns, such as weeks, days or hours, when an offer is limited to a specific time period. Oh, and by the way I've been a fan of the keyword insertion tool for some time now too.