General Business Archives - Klaxon

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. 5 online video optimisation tips for SEO

Incorporating videos into your marketing strategy is now known to be one of the most effective ways to engage customers and create awareness about a brand. Video creation is no longer a complicated process; today’s technology has made it easy and accessible for everyone to create their own videos. The advantages that come from delivering online videos with great content are far and wide.

However a great video will not bring return if it’s not given the correct visibility on the web. Videos need to be tweaked for SEO. Take a look at this infographic from Smart Insights for tips on how to best optimise your video for SEO and to achieve your objectives.

2. How do you calculate SEO ROI and increase it (like mad)?

Companies are expending thousands each year on search engine optimisation. In fact, bigger firms are expending well over $10,000 a month for a national or international campaign.

Increasingly more and more marketers are realising the return on investment (ROI) of SEO. That’s clear from Forrester’s prediction that more than $103 billion will be spent on digital marketing, including SEO, by 2019. Calculating the ROI of your SEO efforts may not be a walk in the park though. This article looks at the different methods you can employ to calculate your SEO ROI.

3. Ad blocking tech is a growing issue and it’s moving to mobile

Ad blocking software is a key challenge for both marketers and publishers. Most distressing for online players is, the problem is ballooning.

The 2015 Ad Blocking Report by PageFair and Adobe found ad blocking software has cost almost $22 billion in lost ad revenue so far this year. And for publishers, ad blocking software stops more than just offending ads – it blocks tracking cookies that offer first-party insights into website visitors too. This article takes a futurist look into how ad blocking tech is rapidly moving to mobile, causing yet more issues for publishers.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below. 

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Brand Bidding & PPC Optimization

This article looks to answer the biggest question facing PPC advertisers in 2016: How do I get meaningful growth numbers out of a crowded and competitive PPC market?

When carefully planned and executed, brand bidding is a battle which can be successfully won by both large and small brands. By using the weapons discussed in this article, it’s possible to achieve meaningful growth from a crowded and competitive PPC market.

2. Simplifying Google Analytics Reporting

It’s highly likely that when you look at all your Google Analytics data, your head begins to hurt. Google Analytics, although extremely useful, includes an awful lot of information.

It seems that whenever you talk to anyone about Analytics, they always feel they should be doing more in this area. Of course, functionalities are continuously added, and although it gets more useful, it can also get more complex. Here are some ways to help simplify your Google Analytics reporting.

3. Will Deep Learning be the End of SEO?

The latest news about Google’s head of search to leave the company he spent 15 years with, had the shocking effect on the SEO community. What’s more surprising – his successor is the one who has worked on artificial intelligence at Google.

With this change of executives, we may be on the verge of a new era – the era of transition from the algorithm-based search to AI-based search. To power its artificial intelligence, Google uses deep learning. Let’s take a closer look.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below. 

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. A new process to quantify content marketing success

“Measurement” is the number one challenge for the majority of marketers today. Do we try to attach the results of our efforts to awareness? Or to traffic? To sales? … or even something else? Exactly how do we demonstrate value?

This post explains an exciting new opportunity for content marketing measurement.

2. Do brands only have themselves to blame for the rise of ad block?

These days there are more ad blockers than most people have had hot dinners. The most popular ad blocking companies now hold all the power, and have drastically changed the landscape of digital advertising.

In an aim to monetise their service, some ad blocking providers are essentially blackmailing companies into paying up. Hmm! Yet, a former Google employee, has secured a large investment to fight back against ad block users and has since developed an ‘Ad block blocker’.

3. Trends for increased customer acquisition in 2016

Today, consumers expect brands to have personalities — just like people. They demand that companies break the fourth wall and find ways to authentically connect, whether through personalisation or engaging with them in real time at the right moment across channels.

The desire for authentic, personal brand interaction isn’t going anywhere so it’s wise to keep in mind the effects this consumer mindset has on your customer acquisition strategy.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below. 

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Is the adtech industry facing slowdown or just consolidation?

The growth of the adtech industry has been massive, but news that the last quarter of 2015 saw a slowdown in hiring by adtech firms as firms looked to save cash, according to LinkedIn data analysed by Pivotal Data, suggested that growth could be coming to an end in its current form.

2. Brands warned: Deliver more relevant mobile advertising or lose engagement

Mobile advertising has long been in a tricky position – advertisers love it since it delivers the message on the go directly into the consumers’ hands but consumers often view it as intrusive, annoying and quite overpowering.

Getting the right mobile advertising strategy is crucial – especially since a new report suggests the need for advertisers to deliver more creative and relevant mobile advertising is more important than ever.

3. Google’s UK revenue hits $7 billion

Google’s UK revenues surged to $7.07 billion (£4.92 billion) last year, its latest financial results show. The results come just days after widespread criticism of Google’s tax arrangements in the UK.

Ruth Porat, the chief financial officer of Alphabet, said: “Our very strong revenue growth in Q4 reflects the vibrancy of our business, driven by mobile search as well as YouTube and programmatic advertising, all areas in which we’ve been investing for many years.”

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below. 

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Influencer marketing is growing

With ad blockers being used more than ever before, brands are now looking to influencer marketing to reach potential audiences.

Influencer marketing is where brands identify the individuals that have influence over potential buyers and create marketing activities around these influencers.

2. Using personalisation to aid the user experience

Personalisation is top of the agenda at the moment.

However, typically as email marketers we focus on what we think users want, and not always what they need, especially from an accessibility and user experience point of view.

3. 69% of digital and  tech managers argue soft skills are overlooked

Digital and tech managers believe the industry is suffering due to an over-focus on hard skills, according to research by The Candidate.

The study revealed 57% of digital and tech managers feel there is too much focus on hard skills, while a further 69% argue soft skills are often overlooked compared to the hard skills required for technical roles.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below. 

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Is the adtech industry facing slowdown or just consolidation?

The growth of the adtech industry has been huge, but the news that the last quarter of 2015 saw a slowdown in hiring by adtech firms as firms looked to save cash, according to LinkedIn data analysed by Pivotal Data, suggested that growth could be coming to an end in its current form.

2. 69% of digital & tech managers argue soft skills are overlooked

Digital and tech managers believe the industry is suffering due to an over-focus on hard skills, according to research by The Candidate.

The study revealed 57% of digital and tech managers feel there is too much focus on hard skills, while a further 69% argue soft skills are often overlooked compared to the hard skills required for technical roles.

3. Issues gripping the digital ad industry: viewability, ad blocking and ad fraud

Brands are continuing to waste billions of pounds on digital ads that consumers never see despite repeated warnings over the prevalence of ad fraud.

It is time for marketers to step up and ensure they understand the issue and have procedures in place to deal with it or be more realistic about the efficacy of digital advertising.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below. 

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Why Inbound Marketing Is Essential in 2016

Inbound marketing is widely seen as an effective means of brand promotion. However, it’s often viewed as a “nice to have” opposed to a necessity. In 2016, that’s no longer going to be the case. Inbound marketing is now downright essential.

In this article, you’ll have inbound marketing defined and explained in terms of why it’s an important part of your online marketing efforts.

2. PPC meets RTB: AdWords and Real-Time Bidding Finally Converge

There’s no doubt that search marketing is becoming far more complex.

With hundreds of features added to AdWords and Google Shopping each year, PPC campaign managers have increasingly more tools at their disposal, but getting an edge on the competition is not getting any easier.

3. Math! Now Available Right In AdWords Custom Columns

Custom columns in Google AdWords launched a little over a year ago to enable marketers to segment existing metrics in the interface reporting. Now, Google is introducing a nifty addition to custom columns: custom formulas.

With the formula-building functionality in custom columns, you’ll now be able to apply formulas for the metrics you set up in custom columns.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below. 

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Using tech to identify, manage and nurture relationships on social media

Social media relationships lead to engagement, engagement leads to action and action leads to sales. Technology can help or hinder relationships.

If you want long-term success on social media, you’re going to need to build relationships. Take a look at these practical tips for tracking and managing relationships using technology.

2. Is brand activation marketing finally getting respect as a truly creative field?

Though activation has been around in some form for decades under different names, it has largely failed to explain itself to a public that defines ‘advertising’ as TV or digital video spots and out-of-home work like giant, can’t-miss-’em billboards.

Geometry Global’s new CCO aims to bring ‘below the line’ into the light.

3. Bridging the divide between creative & programmatic

Unless creativity is taken seriously in the programmatic space, the rapid rise of ad blocking will continue apace. 

Senior marketers and agency leaders urge creative agencies to embrace adtech and the brand opportunities it affords – or risk turning off the very people they hope to target.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below. 

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. 10 Ways to Simplify Your Local Marketing Strategy in 2016

Looking back at lessons learned last year and expected trends for this year, we cut through the clutter and suggest ways to make your marketing strategy simpler, clearer and easier to execute.

Simplifying your marketing strategy doesn’t always mean it takes less time or work. But it does mean less confusion and clearer goals that allow your marketing to be more focused and more effective. Take a look at these 10 strategies for inspiration!

2. Data Protection Regulation: The situation as we know it

It feels like we’ve been talking about the EU Data Protection Reform for a very long time now and with no real idea about when the changes will happen.

What’s more, it’s been relatively quiet in Europe lately but let’s take a look at what we know so far regarding Data Protection Regulation.

3. How Internal Comms are Undergoing a Digital Transformation

Digital transformation affects every area of business. Marketing has been completely transformed, as has sales, and to a lesser extent HR. Because it isn’t outward facing, internal comms has been slower on the uptake.

Big changes have been made. Digital adoption is high. However, more needs to be done around measurement and strategy if internal comms is to make the most of digital.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below. 

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Keeping the tags on: Analysing programmatic advertising in 2016

Over the past couple of years, you’ve undoubtedly heard the same message a lot: ‘next year is the year programmatic becomes mainstream’. But we’re firmly past that stage now – programmatic is here, and it’s here to stay.

eMarketer estimates automated ads will account for nearly 60% of the UK’s digital display market in 2015. Yet despite its ever-expanding popularity, programmatic is still seen by many as a nebulous, imprecise technology, with some still unsure on how the technology actually works, particularly in the mobile space.

2. Tech brands warned over falling demand for smartphones & tablets, plus IoT privacy fears

Consultancy firm Accenture has published a surrvey revealing waning consumer demand for smartphones and tablets, plus mounting feats over wearables and their vulnerability to hackers.

Accenture claims demand for products such as the latest Samsung smartphone, or iPad peaked in 2014, that demand for such products plateaued in the last 12 months, and is about to dip in 2016. Meanwhile uptake of wearables, and connected home devices will continue to stall as headlines over hacking continue to stoke privacy fears.

3. Data science, IoT, and ad blockers: How will data impact the marketing sector in 2016?

As we say goodbye to another year, it’s time for the annual tradition of crystal ball gazing. As our favourite Danish proverb says: “Making predictions is a dangerous activity, especially when they concern the future.” Nevertheless, let’s stick our necks on the line and look at what 2016 could have in store for marketing professionals, particularly in relation to using data.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.