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Digital Marketing Snippets

The world of digital marketing changes at an alarming rate. In this article I am going to cover some digital marketing changes that I have become aware of. So in no particular order lets go through the digital marketing snippets

Google My Business – You can now place adverts on maps (these are called promoted pins)

Voice search update – with an ever increasing number of voice searches being made ( where people ramble on) searches are no longer just about simple keywords

Click Guardians – nothing to do with Guardians of the Galaxy – this is an approach to ensure that if you are heavily reliant on PPC your adwords are not exploited

Digital Marketing Snippets

Google Digital Marketing Snippets

Google Adwords has now become Google Ads – which highlights the breadth of advertising services now being provided

Google Hotel Ads is a new service aimed specifically at accommodation providers

Google are to offer a free website building service – note there may be strings attached

Google Trends is an interesting tool to get a flavour for when people are doing searches. Note for some queries you might find there is insufficient data but it can be a lot of fun to use

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Black Friday or Boxing Day – from an eCommerce perspective don’t see them as separate events – sales are being dispersed

Smart shopping (AI) – works better where there are more conversions as its easier to learn

Shopping Ads now appearing in image search

Expanded XL Text Ads now in place

  • moving from 1 headline and 1 description to
  • 2 headlines and 2 descriptions

Lead Ads – these capture leads from a You Tube Ad

Multi stage forms – research has identified that if you can have multiple forms that only ask a few questions you have a greater chance of capturing data. Plus when correctly structured you will have captured the key data ( so can contact the person) and ask them the questions that they didn’t get to answer.

Live Chat – can this have an impact with how customers engage on your site. Note beware they can impact on site speed .

For more information on digital marketing contact Andrew Goode an experienced marketing professional. For more information on digital marketing and website improvement click here

Digital Manufacturing And The Human Factor

Industry 4.0 is about the connections between machines, data and people.

This has seen the movement from fixed to cloud. From working with complete data to data sets or sampled data. Expert led design to consumer led design

Importantly within all these developments human factors still remain in the form of human capabilities and human limitations (these can be captured under the remit of ergonomics)

Considering The Ironies of Automation

Irony #1: 

Automatic control systems are put in place because they can do the job better than the operator; but the operator is being asked to monitor that it is working effectively. To address the irony need to recognise that people and technology form a joint cognitive system. Support the formation of an effective mental model of the process.

Irony #2: 

Computer makes decisions quickly therefore no way in which human operator can check in real time that the computer is following its rules correctly. Just because the operator cant keep up doesn’t mean that the system should be slowed down. To overcome this need clarity in the data representation and develop continued understanding into trace ability and accountability of the algorithm.

Irony #3: 

As part of the design process the designer tries to eliminate the operator, but still leaves the operator to do tasks which the designer cannot think how to automate. 9 These may be where they are physical or mental activities that the human can perform them more easily than through automation i.e. metal polishing. To this end it is vitally important to recognise skills, and artificial retention of manual processes for skills maintenance

Irony #4:

Operator will only be able to generate successful new strategies for unusual situations if they have adequate knowledge of the process. Overcoming this can be completed through Teamwork and a systems approach to design.

Digital manufacturing can transform the way we produce, design and use goods.

Simple Tips To Improve Email Copy

For those involved in B2B communications email provides a great mechanism for sending sales and content messages.

Even though it is common approach it is still used poorly by many companies.

Tip 1: Don’t preamble  – get straight to the point

  • do it in the first paragraph
  • ask a question at an early stage or even within the subject
  • Some like to apply the 5 sentences rule i.e. keep your email to just 5 sentences

Tip 1 checklist 

  • Have you included all the relevant information
  • Is the information correct
  • Does your opening sentence make it clear what the email is about
  • how will it look on a mobile

Tip 2: Put (serious) work into the subject line

  • How much of the subject line will get cut off (many systems will only show 41 to 50 characters)
    • Therefore have the important content at the start of the sentence

Tip 2 checklist 

  • Have I thought enough
  • Do the subject line maths
  • Will the subject line get caught by the spam filters
  • Would you click on the subject line

Tip 3: Decide What You Want People To Do

  • The simple rule is One message / One action – don’t try and cram too much in

Tip 3 checklist 

  • Are the calls to action clear
  • Is your language persuasive
  • Is there a reason to click
  • Are there too many reasons to delete

Tip 4: Test Test Test

  • Never be your own proof reader
  • Read it out aloud
  • Test your links

Tip 4 checklist 

    • Do all the links work
    • Are the alt tags correct
    • Are there any typos
    • Has someone else checked it
    • Can we AB test the subject line
    • Look at the opening results
    • Compare it to competition emails

Digital Disruption – Is It Impacting On Your Business

Digital disruption and change are a constant threat and opportunity to business. Over time businesses have had to adapt to the Agricultural revolution, Industrial Revolution and now the Digital Revolution.

This change means that there are winners and losers. Just because you have a great product or service now doesn’t mean that you will have a product for the future

Think of the following scenario – in the past to complete difficult mathematical calculations you could use

      • The abacus provided a great tool for early calculations, these were then superseded by log tables
      • Log Tables  – these were then superseded by The Slide Rule
      • Alro, Arithma and Bundell Harling , being 3 of the brands being available (whatever happened to them?)
      • Calculators – including early models from the Anita and Friden (whatever happened to them?) with early models costing £000’s
      • The modern smartphone now encompasses all the functionality of a specialist calculator  (this capability purely a by product of other core functionality
      • Further developments being voice recognition whereby you don’t even need to write or type the question – you can simply ask the question and get an answer

Digital Disruption Is Quicker and More Disruptive

To see quantifiable representation of how disruptive the digital world is click here 

“Disruption is either going to happen to you or because of you” Brian Solis

Disruptive influences of the digital world

      • Access not ownership
      • Perpetual beta
      • Soft skills
      • Data value
      • Location services

Examples of Digital Disruption

      • Wal Mart car parks tracked by satellite to see how busy the stores are. This impacts on share price
      • From 2006 to the current time we have reached the point where online sales now account for 20%
      • Computers are developing soft skills whereby they can now rate the beauty of a picture
      • With the recent storms in America Tesla was able to increase the range of its cars as a temporary software upgrade

Digital Disruption a key element of marketing

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