Archive | September 2012

Top tips to take away from Brighton Digital Festival

I initially wrote this blog on Makemedia’s website. Recreating content is a bit of a no-no but it got good feedback and hopefully it will prove useful for readers.

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Make Marketing Noble

Allister Frost implores us to “Make Marketing Noble!”

In case you couldn’t make it to these events, here are my top marketing tips from the Brighton Digital Marketing Festival (BDMF) and BrightonSEO, both part of the fantastic Brighton Digital Festival.

Firstly, a big thank you to the organisers of both events; I feel very lucky to live in a town that holds a month long digital festival. It’s particularly useful to hear from and meet other marketeers, especially if, like me, you work in a small or one-person marketing team. It’s a chance to bang heads and discover some new tips and vantage points that will benefit your own marketing strategy. I would recommend BDMF for all round marketeers looking to build up knowledge across new areas. BrightonSEO is more specialist, although they do invite speakers from other areas of expertise such as UX and even linguistics (e.g. Lynne Murphy, who was particularly amusing). It didn’t seem quite as controversial as previous years (reference: angry blog 2011) but there was a whopping turnout of attendees (circa 1500).

If you want to listen to all the talks you can expect to see them up on the websites soon. In the meantime, here are my top takeaways from the events.

 

1, Don’t waste your speaking opportunity by turning it into a full fat sales pitch.

It takes guts to get up in front of a room full of people and present your ideas and the speakers are brave to do so. However, spending 40 minutes slapping your listeners in the face with how great your company is instead of speaking about something that will inform and benefit them will bore and annoy your audience. Instead, focus on providing information that is of value to listeners, whilst reflecting your expertise. It will be obvious from this that you would be a knowledgeable supplier.

 

2, Useful tools for links and referrals

Thanks to Berian Reed (Berian Reed’s presentation slides) for these tips. Copy and paste is still the top way data is shared. You can use TYNT for automatic link attribution when users copy and paste from your site.

You can also use this Google Analytics filter to see full links in your list of referral sites. Perhaps these sites will be more open to partnerships as they are already linking to you?

 

3, Considerations for your mobile strategy.

Mobile mobile mobile! Yes, it’s the “year of the mobile” (again).

Alex Meisl wisely advises to consider you mobile audience not the mobile device, therefore avoiding jumping on the App bandwagon. Aleyda Solis advises a mobile first design, which has the added benefit that what you end up with on your screen is cut down to the most essential information.

The Makemedia mobile website is in the making presently so keep your eyes peeled for a future launch.

 

4, The future for mobile (according to Alex Meisl)

Mobile specialist Alex had some interesting points to consider regarding what aspects of mobile marketing are more substantial.

  • NFC (although the new iPhone does not have NFC capability so perhaps this is still some time away from becoming ubiquitous)
  • Location – in a saturated market locative marketing can give you the edge.
  • Vouchering.
  • SMS – although we were discussing at BDMF how unwelcome SMS marketing can be intrusive, annoying and possibly damaging to the brand.
  • Image recognition – I’m excited to see how both image recognition and the semantic web will develop as surely this will change how we use the web forever!

 

5, Images of people in your marketing are important.

Allister Frost talked about how product reviews with photos are considered more trustworthy – and even more so if a description of the person is included. Research tends to show that  reviews and personal recommendations enjoy a high level of trust from consumers.

Marc Munier advised that when you use images of people in your marketing they should be looking at the thing you want your audience to look at – your great offer, call to action, etc.

 

6, A few tips for your PPC campaigns…

Nikki Rae reminds us to ensure you have the correct time zone selected in both your Google Analytics and Adwords accounts for accurate reporting (edit profile settings to do so).

Setting up a group on LinkedIn is effective but a lot of hard work so instead you can target PPC campaigns on the site to those groups – James Faulkner has seen returns here.

James also reminded us to include links in PPC ads that will allow users to call directly from mobile phones and tablets.

 

7, Making an impact with your marketing is the most important step!

Dave Trott gave us all something to think about with his talk on “Predatory Thinking.” In a saturated market 90% of ads fail (probably more). Using the example of asking Mrs Trott for a cup of tea, effort is being exerted like this:

Dave-Trott-Triangle-1

Dave Trott’s triangle illustration of where energy is often allocated by advertisers.

Often, the majority of effort goes into persuading. However, if you make no impact then no-one will notice the ad anyway. Communication is still important because if you don’t start the conversation there will be no opportunity to persuade. Therefore, we need to turn the triangle on it’s head as getting noticed is the most important step.

Dave-Trott-Triangle-2

Dave Trott’s triangle illustration of where energy SHOULD be allocated by advertisers.

There’s a good blog on Dave Trott’s talk in the Silicon Beach Training blog.

 

8, Use contrast to your advantage.

Dave also told us that the brain picks out what is different so you need to make your ad stand out← to be remembered.

On the other hand, Allister showed us how you can use this theory to trick the brain. Product listings are often similarly designed to look the same (see below). The consumer will generally go for the mid-price option thinking this is the best option.

Decoy-Design

Deja vu design

Simon Penson explained that when scheduling content strategy you should utilise peaks and troughs. So you can use regular items – serialised content, top 5s, quick tips, etc. – and then less often you will have your “big bang” content – such as your press and TV campaigns.

 

9, The secret of good UK

Stephanie Troth asked us to focus on one question:

“Do you want to evoke an emotional reaction or a rational act?”

You will be designing your marketing differently depending on this.  Your product or the essence of your brand will define which one you’re going for.

 

10, Delight comes in small doses.

Small surprises can really lift our mood! Small gifts, things we didn’t expect, even working out a puzzle in an advertisement or logo – it’s the little things that matter. Allister used the arrow in the FedEx logo as an example:

fed-ex-logo

The Fed Ex logo is an example of a hidden visual puzzle and also a visual signal of what they do – getting something from somewhere to somewhere else.

So that’s my top tips. Please do add to the comments if there are any particular tips that you would like to add and if this article was useful to you please share.

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