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Today I had the absolute pleasure of speaking at Pubcon in Las Vegas alongside Lisa Raehsler looking at Paid Media strategies for targeting website audiences across every stage of the funnel. Lisa took the first part of the funnel from Unaware through to Buy and then I followed looking at strategies for increasing customer loyalty and encouraging customers to become advocates of the brand.
So many brands still heavily focus on using Paid Media to drive new customers but they are missing out on such a massive slice of the market by doing this. As advertisers we need to shift our mindset and also start thinking about what we can do to keep our existing customers from buying from us time and time again. Your happy customers can and should be your biggest advocates and we can also use Paid Media to encourage this further.
The slides are pretty self explanatory and include 14 different strategies that you can use to target people for loyalty and advocacy.
If you do have any questions or want more detail on how to implement any of these, please do get in touch.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.