I had the pleasure of attending the Jump digital marketing event in London yesterday, as part of the E-Consultancy Festival of Marketing. Jump is all about creating a joined up consumer experience. Talks ranged from user experience to psychology and its impact on digital marketing, a real mix of extremely interesting and thought provoking topics.
Up close and personal, engaging your target audience anytime, anywhere – Expedia
- Made an early and accelerated move to mobile via an acquisition. The team worked relatively independently of the main organisation in a separate physical location (San Francisco). The result? They moved quickly and freely in many instances from their central head office in Seattle – driving forward their mobile offering in a relatively short period of team.
- Expedia identified early on that responsive design wasn’t the best choice or their objectives, as they felt the ability to create unique experiences for difference screensizes / and usage enviroments trumped all other considerations.
- Positioning mobile prominently was important for them, integrating it in with internal KPIs and offering unique deals to consumers.
- TV campaigns are built around their mobile offering, with dedicated ads produced to highlight unique functionality and features.
- Optimisation does not live on traditional search channels anymore. A focus needs to be paid to presentation within mobile app stores. This includes icons, descriptions, reviews and driving downloads.
Hot off the press this morning was the news that Nestle and Google have forged a partnership, branding the new version of Android KitKat. You can read more on the background of the announcement on the BBC News website.
I was lucky enough to attend the Turing Festival in Edinburgh on the 24th and 25th August 2013. Turing took place over a 2 day period towards the tail of the Edinburgh Festival, meaning the city was still in top form. The talks were diverse and interesting, with many speakers using technology as a foundation, as opposed to being the subject itself. This made the festival feel more dynamic, interesting and engaging than your run of the mill event.
Some good news! Although a little late in highlighting, the digital team at VisitScotland were shortlisted for an E-Consultancy #TheDigitals Travel & Tourism award, back in May 2013.
Our campaign was focused around Shetland Ponies in Cardigans, one which saw solid work from our PR team and some great content production to make it a success. Results were quality search positions for related terms, TV features in the US and on-going engagement on social media. We are still seeing a continued flow of traffic to our blog post on the ponies. The post continues to be the most successful single page we have ever put live on our .COM.
Whilst mulling over the available Google Webinar events that are available in the next few months – something stood out. A session devoted to Google Databoard is available, titled “Creating Custom Infographics with the New Google Databoard“.
What is Google Databoard?
Based upon the description it becomes clear early on – a new tool that offers people the ability to build infographics, making use of Google data. The benefits for advertisers and marketers is easy clear; robust, trustworthy statistics in a digestible format. Google on the other hand gets good brand awareness and more justification as to the importance of Search and Display. They will no doubt let the statistics speak for themselves in this regard.
Digital Project Management is common place in large organisations and businesses throughout the UK. Loosely speaking roles can encompass the web development, infrastructure management or wider digital marketing campaigns. There is massive potential for the fundamentals of project management to be harnessed and applied to our wider digital marketing roles, improving efficiency and the ability for people to correctly measure success.
Digital moves quickly. This time of year frequently sees a wealth of blog and industry news focused on one aspect of this, SEO. Camps tend to joust for attention and kudos, producing link bait focused articles which aim to foretell the future. Posts are either plain misguided, or quite notable pieces that are worthy of the coverage they receive. Unfortunately on many occasions its the first of the two that is true, with said articles being poorly promoted with overly optimised headings and content.
Looking to expand your digital mix? Whether or not you manage paid campaigns, an understanding of them is always useful.
Get some Google Adwords study under your belt in advance of sitting your exams! The best Google Adwords Certification study guides that will get you through both the Fundamental and Advanced Search exams are listed below. It is perfectly possible to pass your Google Adwords exam without the need for expensive guides or revision packages.
I recently had the pleasure of attending a Yelp! Edinburgh event in an official capacity as part of my role at VisitScotland. The aim was to learn about the community, what the events are all about and how we can potentially work with each other moving forward.
The Semantic Web is an interesting concept, fuelled from a desire to be able to establish set identifiers for information on the internet. The end goal of structuring unstructured data on the internet is an ambitious one, which I don’t think will ever totally come to fruition in its current form. Turning the internet into the equivalent of a giant database is great, but will need wide spread support within HTML5 and via CMS creators.