- What consumers do Wisdom of the crowd Whether it’s the TripAdvisor ‘Certificate of Excellence’ or Twitter trending topics – when indecisive or spoilt for choice, we tend to refer to the wisdom of the crowd. We look for conformity and follow the actions of others. This can result in a bandwagon effect. The increasing popularity of a product encourages more and more […]
- ebooks How to collect more content with less surveys Modern business thrives on content and customer feedback. The more, the better. But for the consumer, that means a deluge of surveys and requests for everything they purchase. How can you think fondly about a purchase when you’re constantly annoyed by feedback requests? This ebook is all about being less annoying and collecting more data, […]
- Content marketing The purchase journey doesn’t start with what you sell anymore We’re strong believers that the purchase journey no longer starts with a product. Or even a brand. Every buying decision starts the moment something happens in a consumer’s life that makes your company and its products relevant. We recently had Rand Fishkin on our podcast, the founder of Moz and one of the world’s top […]
- Podcasts Rob Weston, Global Brand & Marketing Director, M&S My latest chat was with Rob Weston, global brand and marketing director at M&S. Rob and I spoke about all the things that keep his job exciting, from the changing customer in retail, to the power of data and AI. Rob’s role at M&S is broader than most in retail, covering food, fashion and banking, […]
- Brand Doing the safety dance: how to protect your brand If I use the phrase “brand safety”, it might conjure up images of box-ticking exercises or watching an 8-minute video about how to lift a box in conference room 2. But this isn’t about workplace safety procedure. It’s about something that should concern marketers far more – their company’s reputation (if anyone from Reevoo HR […]
- What consumers do How to bring context to display ads To tell a story, explain something or win an argument you have to explain the context to your audience. Let’s start with a non-commercial example – I want you to come to a music gig with me: It’s obvious immediately that something’s missing from the closing section, even though our chat contains most of important […]
- What consumers do Why conversations with real customers beat influencer marketing Imagine paying a celebrity £75k to endorse your product on Facebook… while having no idea if you’ll get anything in return. That’s influencer marketing in 2017. You can probably think of better, and more sensible, ways of spending your money. £67k on a Youtube video or £53k for a Snapchat post, anyone? Thought not. Welcome […]
- User-generated content How UGC can help utilities companies in hard times We all know that being in the utilities business is no beach holiday. But right now it feels more like Dunkirk. You’re getting slated in the press for things beyond your control. Wholesale costs are rising, and government policies are asking more of the utilities providers. That’s forcing consumer prices up. It’s not your fault, […]
- Reviews How LV= increased visibility of customer reviews in its search results LV= has quite a simple goal: “to be Britain’s best-loved insurer.” We interviewed the brand’s senior digital engagement manager Nigel Saxon last year about how one of the UK’s leading car insurance companies is developing a closer relationship with its customers by listening to them, collating feedback and driving improvements. The best bit: LV= is working closely […]
