#ICYMI Digital Marketing Digest 10 June 2019

In Case You Missed It, some of the more interesting stories, articles, blog posts and news in marketing, digital marketing and digital promotions from last week:

Retail: This Vancouver market is handing out brilliant, hilarious and on point embarrassing plastic bags to customers. Hopefully, they will drive real behavioural change too via Craig Patterson

https://www.vancouverisawesome.com/2019/06/04/embarrassing-plastic-bags-vancouver-market/

New Business: Check out these 4 Effective Social Media Lead Generation Techniques from Social Media Today (I’ve been getting joy from #1 for many years):

https://www.socialmediatoday.com/news/4-effective-social-media-lead-generation-techniques/555892/

Brand Repositioning: Lidl want to be as famous for quality as they are for price, and their new ads 💯 hit that spot. But it bears no relation to any in-store experience I’ve had. Is it just clever fantasy?

https://www.marketingweek.com/2019/06/02/lidl-big-on-quality-advertising/

Social Media: Pinterest’s continuing growth (almost as many monthly active users as Twitter) could be a game-changer for brands, and a less confrontational social option for users:

https://www.socialmediatoday.com/news/pinterest-influencers-might-change-the-social-media-game-for-brands-infogr/556005/

Advertising: Oh, nicely played 👏 Coca-Cola billboards literally point the way to greener living via @CreativeBloq

https://www.creativebloq.com/news/coca-cola-billboards

That’s all for now. To keep up to date sign up to my newsletter here, follow me on Twitter here or drop back in for a look at my blog for more digital marketing news and tips, or if you want to find out how I can help your company contact me here. Thanks!

#ICYMI Digital Marketing Digest 3 June 2019

In Case You Missed It, some of the more interesting stories, articles, blog posts and news in marketing, digital marketing and digital promotions from last week:

Branding: From one small kooky, but genius idea, much earned media grows and a back-of-cupboard classic is once again front-of-mind. The Big Ben On HP Sauce Is Now Covered In Scaffolding:

https://londonist.com/london/food/hp-big-ben-label-scaffolding

VR and AI without the BS: “What are the opportunities in virtual reality and augmented reality for marketers in creating meaningful experiences?”, asks The Drum, who provide some real and practical examples without the usual deliberate fluff. Well worth a read:

https://www.thedrum.com/opinion/2019/05/28/what-are-the-opportunities-virtual-reality-and-augmented-reality-marketers

Personalisation: Consumer behaviour may not be what marketers think it is, as a consumer study finds ‘personalisation’ lowest on a long list of retailer considerations.

https://martechtoday.com/consumer-study-finds-personalization-lowest-on-long-list-of-retailer-considerations-233714

Promotions: Cool beans (see what I did there ? 👀)! Chipotle’s new promotion connects live commentary of the NBA Championship series with Twitter in a gamified fire drill giveaway:

https://loyalty360.org/content-gallery/daily-news/chipotle-gamifies-the-nba-championship-series

Social Media: Average time spent on Instagram grows whilst Facebook & Snapchat appear to flatline. Facebook is still a fair way ahead in terms of actual time spent though:

https://marketingland.com/time-spent-on-facebook-snapchat-remains-flat-but-instagram-sees-growth-261705

That’s all for now. To keep up to date sign up to my newsletter here, follow me on Twitter here or drop back in for a look at my blog for more digital marketing news and tips, or if you want to find out how I can help your company contact me here. Thanks!

#ICYMI Digital Marketing Digest 28 May 2019

In Case You Missed It, some of the more interesting stories, articles, blog posts and news in marketing, digital marketing and digital promotions from last week:

Rebrand: BT have undergone a rebrand, sparking much debate and the usual criticism when a rebrand is less than radical. To me, it looks like the outcome of design overseen by client committee, and huge use of client services resources to come up with something which upsets no-one rather than excites anyone.

https://www.marketingweek.com/2019/05/20/if-less-really-is-more-did-bt-get-its-new-logo-right/

Online Advertising: With the broadcast standards so low, it should come as no surprise that complaints about online ads now outnumber TV cases by 3:1, according to the ASA:

https://www.thedrum.com/news/2019/05/20/complaints-about-online-ads-now-outnumber-tv-cases-31-says-asa

Instagram: Top advice from Neil Patel on how to grow your Instagram following: 

https://neilpatel.com/blog/instagram-followers/

Retail: In this fascinating article, Daniel Todaro from Gekko writes about why brands need to evolve to meet the needs of the generational shifts in shopping habits:

https://www.promomarketing.info/retail-renaissance/

Top Tips and Tools for Digital Brand Positioning: My blog last week on how to better understand your brand and niche online:

http://johnlyons.co.uk/top-tips-and-tools-for-digital-brand-positioning

That’s all for now. To keep up to date sign up to my newsletter here, follow me on Twitter here or drop back in for a look at my blog for more digital marketing news and tips, or if you want to find out how I can help your company contact me here. Thanks!

#ICYMI Digital Marketing Digest 20 May 2019

In Case You Missed It, some of the more interesting stories, articles, blog posts and news in marketing, digital marketing and digital promotions from last week:

Twitter Management: Following user consultation, Twitter adds new tweet creation tools to its native tweet management app TweetDeck, including the option to add GIFs, threads, polls and emoji:

https://www.socialmediatoday.com/news/twitter-adds-new-tweet-creation-tools-to-tweetdeck-including-option-to-add/554992/

Effective Advertising: All the data crunching in the world is for nothing if advertisers and marketers fail to make an emotional connection with consumers. Marketing Week’s article on Levi’s classic “laundrette” ad and how it led to an 800% sales boost is well worth a read:

https://www.marketingweek.com/2019/05/15/levis-laundrette-sales-boost/

Consumer Engagement: To continue the above theme, whilst data helps marketers identify consumers, what drives them and validates creative campaigns, the goal is always to make an emotional connection. Jackanory’s Jo Curtis shares how brands can emotionally engage with consumers in this data-driven age:

https://www.promomarketing.info/importance-engaging-consumers-emotionally-increasingly-data-driven-age/

Pee Off: Coconut water brand Vita Coco’s attempt to be bold and disruptive on social medially by having a staffer pictured holding what appears to be a Coco Vita branded bottle of urine to wind up an online hater didn’t quite hit the spot:

https://mashable.com/article/vita-coco-coconut-water-twitter-pee-in-jar/?europe=true

This, Basically This: If, like me (here for example) you curate content to share as part of your B2B marketing strategy, here are some great tips and inspiration for me, I mean you:

https://www.toprankblog.com/2019/05/b2b-content-curation-examples/

That’s all for now. To keep up to date sign up to my newsletter here, follow me on Twitter here or drop back in for a look at my blog for more digital marketing news and tips, or if you want to find out how I can help your company contact me here. Thanks!

Top Tips and Tools for Digital Brand Positioning

In this blog series, I will be breaking down the key steps of brand building online, sharing simple digital marketing techniques and some great online tools to grow your brand or business online starting with digital brand positioning.

Step 1 is making sure you start with clarity of brand and purpose:

Be clear on what you are offering

This may seem more like branding 101, but diving into your digital marketing strategy without clarity will confuse your efforts and reduce the chances of success. Remember, digital marketing is where your creative strategy meets a series of algorithms, so the more specific you can be the better. And the less unravelling you will have to do if it does misfire. If you have all this in place, great, but there is still value in sense-checking if what you have established tallies with what we can learn online.

Soda drinks is an extremely broad and competitive category, with some very well known major players who have dominated the space for many years. Organic black cherry cream soda far less so, which makes for an easier route to success with a smaller budgetary requirement.

The top three results returned by Google on searching “organic black cherry cream soda”. Virgil’s own the space.

5 Digital Tools to Understand Your Brand

There are a wide range of Digital Tools, free and paid, which allow you to more holistically understand your product or service category, your position in that category, your competitors and the USP or niche that you want your brand to own.

Amazon

Amazon’s once ground-breaking “people who bought this also bought” algorithm is still one of the best tools for evaluating where your product might fit into the marketplace:
https://www.amazon.co.uk/

Ubersuggest

Ubersuggest is ostensibly an SEO keyword tool used to evaluate URLs and terms for search performance. Use its Suggestions and Related keyword features to drill down beyond the obvious to find your niche:
https://neilpatel.com/ubersuggest/

AnswerThePublic

AnswerThePublic is a keyword research and content ideas tool. Use to see how people are talking about your category, product or brand to refine your offering:
https://answerthepublic.com/

SpyFu

SpyFu lets you research the keywords & phrases used by your competitors. See what terms are best avoided and which they are underperforming on where you can stake a claim:
https://www.spyfu.com/

Google Trends

Google Trends shows you what people are actually searching for, let’s you compare terms and shows you related queries. Your customers looking for you in their own words:
https://trends.google.com/

The Post-It Test

Finally, you need to refine down and focus what you have unearthed in order to define a clear position. One way I like to do this when running workshops is by using Post-It (other brands are available) notes to write down all the possible scenarios and answers to a small number of key brand or product questions (see below), and then step back and remove the weaker propositions until what you are left with is the beginning of a brand blueprint.

For step 2 I’ll be showing you how to understand who your target consumer is and which digital channels you can find them on. Coming soon!

That’s all for now. To keep up to date sign up to my newsletter here, follow me on Twitter here or drop back in for a look at my blog for more digital marketing news and tips, or if you want to find out how I can help your company contact me here. Thanks!

#ICYMI Digital Marketing Digest 13 May 2019

In Case You Missed It, some of the more interesting stories, articles, blog posts and news in marketing, digital marketing and digital promotions from last week:

Google: It’s big tech annual developer conference season, where all the new and cool stuff gets announced. Facebook had F8 last week, this week it’s Google’s turn with Google I/O 2019. Here are the coolest things announced:

https://thenextweb.com/insider/2019/05/08/heres-the-coolest-stuff-announced-at-google-i-o-2019/

#Foodporn: For those of you that follow my Instagram, you’ll know I’m a sucker for pretty food. Well, now Google Maps has added a new tab showing restaurants’ most popular dishes 🤤:

https://www.digitaltrends.com/mobile/google-maps-adds-a-new-tab-showing-restaurants-most-popular-dishes/

Content: Of the “8 Ways That Your Social Media Content is Annoying Your Audience”, my pet hate ‘content which promotes something you’ve already purchased’ is only at number 8! See the full list here, and double-check you’re not guilty!

https://www.socialmediatoday.com/news/8-ways-that-your-social-media-content-is-annoying-your-audience/554091/

The death of Dark Patterns: Great article by Ben Davis (@herrhuld) on the positives of GDPR and consigning ‘dark patterns’ (auto-adding extras to a shopping cart, misleading consumers about availability etc.) to history:

https://www.marketingweek.com/2019/05/10/ben-davis-dark-patterns/

IPMAwards: The IPM Awards recognise and reward brilliantly effective, insightful and creative campaigns in the promotional marketing and brand activation space, and I’m proud once again to have been invited to judge this year. Always fascinating to debate with my peers and industry veterans, and I think we’ve come up with a cracking shortlist for 2019:

https://www.theipm.org.uk/awards/the-awards/ipm-awards-2019-shortlist.aspx


In My News, it’s been a busy week of meetings, pitches, business growth and continuing to “walk the walk” by extending, testing, refining and documenting digital marketing activities to grow my consultancy brand. Last week I talked about launching the blog and newsletter, this week creating a funnel to that content through social media and a small amount of social advertising. Keep an eye out for future blogs detailing some of the key techniques, strategies and results, and stay in touch via my Facebook Page and LinkedIn.


That’s all for now. To keep up to date sign up to my newsletter here, follow me on Twitter here or drop back in for a look at my blog for more digital marketing news and tips, or if you want to find out how I can help your company contact me here. Thanks!

#ICYMI Digital Marketing Digest 6 May 2019

In Case You Missed It, some of the more interesting stories, articles, blog posts and news in marketing, digital marketing and digital promotions from last week:

Voice Tech: With consumers uptake of voice devices strong, why are marketers allocating only 2% of spend to voice? Read John McCarthy’s take in The Drum:

https://www.thedrum.com/news/2019/04/28/marketers-allocate-only-2-spend-voice-despite-consumer-uptake 

Content Distribution: Content is King, but are you getting enough out of your distribution channels to put that content to work? If content is any part of your strategy, make sure you check out “10 Content Distribution Tactics to Maximize Exposure in 2019”:

https://justcreative.com/2019/04/28/content-distribution-tactics/ 

Facebook F8 2019: Facebook’s annual developer conference, F8, usually sees a bunch of new initiatives and updates. This year Facebook announced new updates for groups, dating and an app redesign amongst other things. Get the round-up here:

https://www.socialmediatoday.com/news/facebook-f8-2019-facebook-announces-new-updates-for-groups-dating-and-an/553801/ 

Location Location Location: Location-based marketing has been a hot topic for the last couple of years, and something I was asked about more and more from late 2018. It’s here, it’s powerful, read “Location-based marketing: What works and what doesn’t in a campaign” by Brian Handley here:

https://marketingland.com/location-based-marketing-what-works-and-what-doesnt-in-a-campaign-260142 

Conversion Optimisation: Everything you’ve ever wanted to know about getting more customers with the traffic and marketing budget you already have, but were too afraid to ask. Fantastically detailed guide from Quick Sprout:

http://www.quicksprout.com/conversion-optimization/ 

That’s all for now. To keep up to date sign up to my newsletter here, follow me on Twitter here or drop back in for a look at my blog for more digital marketing news soon. Thanks!

#ICYMI Digital Marketing Digest 29 April 2019

In Case You Missed It, some of the more interesting stories, articles, blog posts and news in marketing, digital marketing and digital promotions from last week:

Demographics Watch: the push-back against lazy audience grouping, and in particular use of Millennial to describe young people is gathering much-needed pace. One great example from @flashboy on Twitter, calling out The Guardian here: https://twitter.com/flashboy/status/1119508579021664257

Gamification: I’ve long been an advocate of incentivising and rewarding positive consumer behaviour with gamification, and have used this technique to promote movie launches and corporate training, but this struck me on several levels using classic gamification for collective good: https://www.ozy.com/good-sht/game-your-way-to-enlightenment-with-this-app/93433

Short-Form Video: 18 months after Vine failed, a co-founder launches Byte into a market that has yet to show any ongoing profitable interest in short-form video social, other than perhaps tiki’s Tok which is still early days. @socialmedia2day considers the comeback:  https://www.socialmediatoday.com/news/vine-returns-as-byte-but-is-it-too-late-for-a-comeback/553214/

Brand Refresh(ment): Top article on how an average beer stopped pretending to be great in order for punters to think it marginally better than the best-selling average beer (H/T @davetrott/): https://www.theguardian.com/commentisfree/2019/apr/21/carlsbergs-new-honesty-leaves-funny-aftertaste

Partnerships: Elastoplast partnering with England Netball as “the Official First Aid Supplier for the Vitality Roses” (via @IPMBITESIZE) looks like a great move, capitalising on the recent wave of interest and support which I certainly was a part of: https://www.promomarketing.info/england-netball-strikes-new-partnership-elastoplast/

That’s all for now. To keep up to date sign up to my newsletter here, follow me on Twitter here or drop back in for a look at my blog soon. Thanks!

Hello world!

After twenty-plus years agency-side, here I am posting my first blog as an independent consultant and delighted to find the default “Hello World”, the first words on my first HTML web page as a I began my journey as an intrigued architectural undergraduate back in 1995.

From there I developed a side-line in creative design, including visuals at some of London’s top nightclubs and ultimately web and digital launching my first agency, Egovision, in 1998. Egovision was successfully acquired by US promotions agency Brandmovers in 2008, where I co-founded Brandmovers Europe as the first of several global offices. Ten years on I am excited to go it alone, broadening my horizons to share my knowledge of all areas of digital integration, marketing, promotions and strategy.

Thanks for visiting and being part of the journey.