More, engaging content means more prospective customers and better conversion of those prospective customers. So how do I create engaging content? Think like a publisher. I’m connected to a chap called Jeff Ogden on Linkedin. I bumped into Jeff when he was working for Greenlight Search. Now, he’s gone out on his own and […]
Content and personalisation win over overt branding and aesthetics. There’s no doubt about it – there are some really beautifully designed email templates out there. Ravishing pictures, short impactful copy, personalised (sometimes even in the subject field if you delivery system is that functional) and smothered in branding. You nod proudly as your survey […]
I’ve been meaning to write a blog on Facebook’s Open Social Graph ever since it was launched back in April, and having finally got round to it, I decided to do some research on which travel companies had integrated the functionality into the site. How many did I find? Well…..none actually. That’s not hugely […]
Too many social campaigns are ‘channel specific’, isolated, unintegrated and therefore doomed to have a fraction of the impact they could have had if planning had started with the objectives and audiences, rather than the tools to connect with them. I don’t know about you but when I’m planning a bit of DIY around […]
Have the rules of travel and tourism marketing been re-written with the emergence of Facebook, Twitter et al? Or are we simply playing the same game with a different set of tools at our disposal? We’ve all heard quotes like ‘social media is a game changer’ or ‘you’ve lost control of your brand’ from the […]
Two recent developments have suggested ways to more than double the effectiveness of online advertising – a combination of ad content, frequency and placement. It seems a little premature to be blogging on the subject of online advertising again but there have been a couple of developments in the past week that have compelled […]
Online display advertising has always been a ‘nice to have’ rather than a ‘must have’ in my own promotional plans. But recent developments have prompted me to re-think my position – in fact, its poised to make a leap between the 2 camps. I must admit that online advertising is one of those disciplines […]
High spending customers take time, creativity and focus to reel in, but the rewards far outweigh the efforts. I mentioned in my recent post on marketing segmentation and targeting that as long as a segment was profitable, it didn’t necessarily need to be substantial. Hence, a marketing segment can be as small as one. […]
Ask the right questions of your customers and a pandora’s box of marketing opportunities opens up before you. Like in so many other of life’s tasks, timing is important. Successful retention programmes are dependent on the right offer, at the right time, delivered to the right audience via the right medium with the […]
Lord Leverhulme’s dilemma has come back to haunt us but a bit of effort from you, and some buy in from your sales team, can yield results. I remember a halcyon period in the 90s managing a plethora of promotional telephone numbers. I knew exactly where all my enquiries were coming from (different telephone […]