Posted by Debby Penton on Nov 20, 2014
Don’t get caught up in last click attribution when trying to measure the impact of PR
In my last blog post I talked about how important PR can be in supporting inbound marketing and driving potential prospects to your website. But beware of viewing PR as a lead generation tool. (And to my fellow PRs don’t ever devalue the work you do by being tempted to sell your work on a cost per acquisition basis.) While digital measurement does give us visibility into the power of PR in building links, driving traffic etc, to boil down the impact of PR to these data points would be the end of our profession.
Just as online retailers are turning their backs on last click attribution (LCA), where the affiliate partner carrying the advert that finally drives a customer through to your site before purchase gets 100% of the reward for the sale, marketers must consider the influence of PR throughout the customer journey.…
Posted by Debby Penton on Nov 12, 2014
Inbound marketing is the latest big thing when it comes to B2B marketing and lead generation. And the tech sector is hot for it. Recent research by Sirius Decisions showed that use of marketing automation systems is at its highest amongst US B2B tech companies with 65% adoption, and we are seeing an increasing number of clients and prospects over here doing or considering the same.
And who can blame them. The mighty content generating machine that is Hubspot makes for a compelling and noisy story. And it seems so simple. There are natty little equations that tell you how many leads you can generate by adding in xx many blogs and xx many hero pieces of content and xx tweets. It’s like lead generation sausage machine nirvana.
But where is all this content going to come from? And with all your competitors deploying the same tactics, your prospects are going to get much better at blocking out your brilliant “5 top tips to optimising your xxxx” article.…
Posted by Ella Delancey on Oct 06, 2014
Due to the iPhone 6’s ‘dramatically thin and aluminium design’, the phone has been said to begin warping after being in the back pocket for some time. Computer Bild, Germany’s best-selling consumer technology magazine, posted a video demonstrating how easy bending the new smartphone is. This prompted an angry response from Cupertino with Computer Bild now supposedly banned from receiving future Apple products and attending events. I’ll come on to that.
Apple does seem to be the one company that bears the brunt of hyper-criticism when it launches new products, while it still enjoys a fair share of unconditional love from its many fan-boys and girls.
Either way, no other company is subjected to so much scrutiny. Within days the #bendygate was clogging up my Twitter feeds – a typically rational reaction to a handful of phones bending out of the 10 million sold in just three days!…
Posted by Ian McKee on Aug 29, 2014
Well, c’est la vie, Google Authorship. John Mueller of Google’s Webmaster Trends has announced in a Google+ post that the search engine will no longer be showing any kind of authorship data in search results.
What could have been
If you’re unfamiliar with what Google Authorship mark is (was?), it’s a method of marking up web pages so that the authorship can be attributed to a particular individual. Google had connected it up with its social network Google+, which essentially functions as Google’s index of individuals’ identities on the web. If you had ever seen a person’s profile photo pop up in search results next to content they’d written, that was Google Authorship.
Google had actually already removed those photos in June, leaving only by-lining links to profiles next to results. But the real reason that Google Authorship was a big deal for PR practitioners was its potential for thought leadership positioning.…
Posted by Joe McNamara on Aug 27, 2014
Well you can’t fault my commitment to the cause. Yes I am about to compare the recipe for running a great PR campaign to a winning three-course meal on Masterchef. So let’s just get straight to it, assuming I haven’t lost you already.
1) Preparation: ‘Do or die’ cooking as Gregg Wallace describes it requires meticulous preparation. Anything can go wrong at any time (now you see where I’m going with this!). Launching a company, a new product, or even a social media campaign can take weeks of preparation. It’s up to your PR agency to help you obtain buy-in from other decision makers in the business. So before you dive in head first, consider whether you have clear messaging around your company and the services it provides. Involve people from other areas of the business so they can feed into the messaging process and tell you what results would benefit them.…