How to Propel Your Online Marketing to New Heights

How to Propel Your Online Marketing to New Heights

If you are more of a traditional marketing expert, it may be time to brush up on your online marketing knowledge. It’s an area of marketing specialisation that is definitely here to stay. With ever increasing web usage (from 11% of the developed world in 1996 to 77% in 2013), online marketing may one day overtake traditional marketing altogether. As with all trends, it is better to be an innovative, early-adopter, than try to play catch-up once it’s too late. Before we launch into how you can ensure your online marketing strategies are effective, let’s take a quick look at what online marketing actually is. What is online marketing? The simple definition is: techniques and strategies implemented by businesses to market, promote or advertise their products, services or brand online. It includes a whole range of tools and techniques: search engine marketing, search engine optimisation, social media, online and mobile advertising, pay-per-click advertising, digital marketing and content marketing. That’s just to name a few. New tools and strategies are being developed every day. Now that we’ve got that straight, let’s launch into our top eight tips on how to make your online marketing program as effective as possible. Define Your Unique Selling Proposition As marketing professionals, you know that this element is true of any marketing campaign. Before embarking on any online marketing, work out what it is that sets you (or your service, or product, or brand) apart from the competition. What is your differentiator? It might that you offer 24 hour service, or the best quality product, or the most innovative project management system. Whatever it may...

Top Marketing Trends in 2011

Some years, everything changes. Innovation and rapid technological advances have been known to change the whole face of the marketing industry in one foul swoop. This has been particularly true throughout the naughties, with the ever-advancing avalanche of social media launches. 2011 was not like this. Rather, 2011 saw a plethora of incremental upgrades across all social media platforms. Nothing fundamental changed. There was no new social media platform launched (like in 2006 when Twitter invaded our screens, or even in 2009 when Foursquare skipped into view). Everyone stopped asking, ‘What’s going to be the next Facebook?’ and started to wonder what Facebook would do next. But what about the launch of Google+ I hear you ask? While Google+ did arrive in 2011, it is more of a long-term trend. For those of you who haven’t spent too much time familiarising yourself with the platform, Google+ provides a means by which users can recommend search results and websites by “+1’ing” a page. Keep an eye out for it in 2012. While it was light on for big, sweeping changes in the marketing industry, there were a few interesting developments in 2011: Mobile internet usage increased: according to the Australian Bureau of Statistics, mobile internet usage (including mobile broadband, mobile phones and tablet computers) is up 50%. Australia is now a global leader in terms of smartphone usage rates, with the second highest penetration of smartphone usage, according to Google. In 2011, 50% of the Australian population accessed the internet via their smartphone. Virtual word of mouth increased: Nielsen Research released The State of The Online Nation. Nielsen found that:...

Facebook Hits for 2011

Facebook has again released its analysis of the most popular trends, topics and ‘memes’ for 2011 in it’s annual Memology. The highly anticipated Memology is usually a fairly accurate and concise summary of the year’s events, or at least the most talked about events. The analysis shows the top ten Facebook status trends globally by month and then the top ten status trends for each country, as well as the fastest growing pages (categorised according to Entertainment, Music, Sport and News). What the Memology didn’t highlight this year was the most talked about brands or products and the fastest growing brand pages. This is probably so as not to upset the lucrative Facebook advertisers by promoting their competition. Topping the list of global topics on Facebook was the death of Osama bin Laden on May 1. This historic event was the topic of 10% of status updates when the news first broke. Number two on the list was not quite so historic (at least not for us Aussies); it was the Packers win of this year’s Super Bowl. Not to be outdone by a bunch of athletes, Charlie Sheen’s more public outbursts in March also made headlines on Facebook. Some of his more unusual catch phrases (for those who have chosen to block these from their subconscious, may we take this opportunity to remind you: ‘winning’, ‘goddesses’ and ‘tiger blood’) took off. In Australia, the short-lived phenomenon of Planking topped our list of most popular status updates. According to Facebook, this occurred after Max Key, the New Zealand Prime Minister’s son, posted a photo of himself planking in the...
5 of the Top Trends in Market Research for 2012

5 of the Top Trends in Market Research for 2012

As a market researcher, the pressure is always on to deliver the most insightful and actionable results for your clients. You need to keep your finger on the pulse of what the upcoming trends are, so you can develop research methods that will help you to use these trends to your advantage and keep one step ahead of competitors. You don’t want your clients to be looking elsewhere for suppliers because you are not evolving with the industry. We came across the GRIT report, which you may have already seen but we’d like to share it with you. It discusses what you can expect to see in the Market Research industry in 2012. To get a full copy of this report visit http://www.greenbookblog.org/grit/. Years ago we saw research methodology moving from paper to online. Now with the online space evolving at such a rapid rate, if you are not already, you should be investigating how you can use this space to add value to your research projects. The report discusses that the top five trends that are expected to see massive growth in 2012 are: Social Media Analytics – which is when data is gathered from blogs and social media sites like Twitter and Facebook. The data is then analysed to help inform business decisions MROCs – which is when you use private social networking platforms or websites to conduct qualitative market research Data Mining – extracting information from databases or systems Mobile – for both qualitative and quantitative research methodologies Text Analytics – also sometimes referred to as Text Mining, where text data is analysed looking at things...