“Roughly 95% of decision making is unconscious.” This was one of many interesting insights from Douglas reason, largely drives consumer behavior. While the concept was not entirely new to me (it is similar to the premise of Malcolm Gladwell’s famed book Blink) I had never considered emotion in the context of a content marketing program.Van Praet’s keynote (best-selling author of the book Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing) at the Content Marketing Conference in Las Vegas. In his talk, Van Praet focused on how emotion, not reason, largely drives consumer behavior. While the concept was not entirely new to me (it is similar to the premise of Malcolm Gladwell’s famed book Blink) I had never considered emotion in the context of a content marketing program.
This question keeps rearing its head in the industry as changes come about in tech and advertising.
Advertising has always been intrinsically linked with technology; it is an ever evolving medium, with the advances in technology being a key driver in the changes we see. As the mediums with which we can communicate change, so must the advertising formats used upon them. The two have always evolved alongside each other, which is what we need to see continuing as we move into this data led style of advertising.
As a German Digital Promotions Analyst working at iCrossing, I regularly work with bloggers in Germany. I wanted to share some interesting differences that I have discovered between how German bloggers operate compared with bloggers in the UK.
One of the most significant differences is that a lot of German blogs belong to larger media corporations like the BAUER and Bertelsmann Media Groups and are often simply the online media channels of well-known lifestyle magazines and other German newspapers. A good example of this is Wunderweib, which is a food and health blog belonging to the Bauer Media Group. While we have a lot of these in the UK too, the UK blogosphere extends way beyond them, in a way that the German one doesn’t. To work with these kinds of blogs, you need to contact the PR and Media departments of the corporation rather than directly contacting the writer. This can be quite time consuming and it can also be hard to get noticed as they usually get a lot of requests from brands and agencies. Your approach will be viewed more as a PR pitch than a blogger collaboration and as you can imagine, any content placed on the blog has to be agreed by the corporation before it’s posted.
Last week we held the Generation Digital Apprentice Showcase at our Brighton offices alongside the event organisers Creative Process and Coast to Capital LEP. The event was supporting digital growth through utilising new, local talent. The British weather held out so it was a great excuse for local business owners and apprentices alike to chat on the iCrossing terrace and to promote the benefits and importance of digital apprenticeships in the UK.
We heard from our CEO, Paul Doleman about just how quickly the world is changing due to the nature of digital. Paul discussed one of his roles at home as translator between his digital native children and his wife; his ability to explain who YouTube sensation Zoella is owed purely to his career in the digital industry.
‘We need young people to unleash the potential of a quickly changing world’.
Today’s a big day for YouTube lovers around the world – we’re celebrating 10 years since the very first video was uploaded to the channel. YouTube has come a long way since the 23rd April 2005 – from the inaugural video of ‘Me at the Zoo’ (yes, it really was that) to today’s home grown YouTube vlogging superstars like Zoella – who reportedly earns £20000 a month from advertising.
To mark the occasion we thought we’d do a quick rundown of our favourite YouTube ads of all time. What makes this selection all so brilliant is that each one of them is a great bit of creative that has been made specifically for the platform – this was not about rehashing a TV spot (a very quick way to waste YouTube media budget), it’s about finding imaginative ways to get the most out of the few seconds you get before people can click the skip button. Rather than battle against the restrictions of the platform they play with them and to great effect.
The Global View
This year we have introduced The Global View – a series of Connect posts that will give you a quick snapshot of the big issues influencing digital marketing around the world, as seen by the different offices in the iCrossing network.
For the second in the series, the guys in Germany are discussing the need for PR and SEO to become best buddies. This continues to be a seriously hot topic for us in the UK as well and is something the UK SEO team have written about previously as well. Here’s what they had to say about it.
The search community is buzzing today as Google’s biggest ever mobile algorithm update hits. And while the search engine giant is sending a strong message to brands – improve your mobile sites or else… does it also hint to the fact that Google is feeling the pinch?
Clearly too many brands have failed to develop their mobile friendliness in line with the massive increase in mobile search and this is hitting Google where it hurts most, advertising revenue. Their latest ad revenue figures show growth has slowed considerably over the last couple of years, despite mobile use continuing to boom.
The update will clamp down on sites that are not mobile-friendly – sites that are difficult to navigate on mobile or are simply not optimised for mobile. And Google has said that it will impact more sites than either the Google Penguin or Panda updates did.
But what’s interesting about this update is fact that Google has uncharacteristically given brands so much warning – it announced the update back in February. This algorithm update is not about catching people out who have been trying to game Google’s search algorithm. This is about Google wanting to dramatically change behaviour, get brands to improve mobile friendliness and to see a marked impact on the search landscape.
As we continue to see more social sites take their first steps into monetising their network through ads – Pinterest in the US being the latest to do so – the world of paid social is becoming an ever more complicated minefield for brands to negotiate.
In response, we have produced a series of guides that will help you get to grips with the different formats on offer and choose the right platforms for your campaign. But before we go into that, let’s take a look at the two things you absolutely must do before you start any paid social campaign:
1. Be clear on the business objective you want to achieve and stick to it
2. Put your customers at the heart of the campaign and get to know who they really are
The clock is ticking down before Google’s much anticipated ‘mobile-friendly’ algorithm update that will reward mobile-friendly pages with higher search rankings and push down those that do not qualify gets rolled out.
The below ten points have all been confirmed by Google’s representatives in various ways including official announcements, presentations, hangouts as well as Q&A sessions in recent SEO conferences such as SMX West and Brighton SEO. Google’s Webmaster Trends Analyst, Gary Illyes, shed some more light on the forthcoming Google update during a Q&A session at Brighton SEO. Some of the points he shared appear to have been publicly announced for the first time.
- It will start on April 21st and may take up to a week until it is completely rolled out.
- It won’t affect tablet, nor desktop performance – just mobile.
- 70% of pages on the web are currently mobile friendly. This means that the update will affect the only the remaining 30%, yet it is expected to have a bigger impact than Penguin and Panda combined.
- A page is either mobile-friendly or not – there is no degree of mobile-friendliness on a given page.
- Pagespeed won’t be a ranking factor for the first release of the mobile-friendly update.
- Local listings will not be affected. Businesses appearing in Google pack results that do not have a mobile-friendly site will not see their pack results impacted.
- The algorithm will run at real-time. This means that as soon as a page becomes mobile-friendly it will benefit from the algorithm.
- Having a responsive website does not guarantee mobile-friendliness, unless it is correctly implemented. Other set-ups such as parallel or adaptive mobile sites can be equally considered as mobile-friendly.
- There are two ways to find out whether a page is mobile-friendly or not. Google’s mobile-friendly test and mobile usability report in webmaster tools.
- In order for Google to label a page as mobile-friendly you need to make sure that:
- Page content isn’t built on flash or other inaccessible to search engines technologies.
- The viewport hasn’t been set to a fixed width.
- The meta viewport tag viewport is properly configured so browsers can scale to each different device.
- No horizontal scrolling is required to view the content. This means that images also need to scale.
- Font size isn’t too small so it can be easily read without zooming in.
- Touch elements such as buttons and navigational links aren’t too close so users do not accidentally tap on other elements.
Bonus: Garry also said that Google are currently experimenting with a separate mobile index. However, separating the mobile results from the desktop ones is very challenging and this change, if it is to go ahead, will take quite some time before it gets implemented.
Here is an example of a page that isn’t mobile-friendly using Google’s mobile-friendly test tool:
This week I arrive at the one month mark since starting as Marketing Assistant at iCrossing, which seems a pretty good time to reflect on my journey so far. It feels like a lot has happened in the short time since I graduated from Bournemouth University towards the end of last year. I’d already decided that I wanted to work in digital during my yearlong placement in digital music PR where I gained an insight into how diverse, changeable and exciting the industry is. It wasn’t long before I was on the iCrossing website, applying for the job that was to be my first step onto the old career ladder.
In my first week I undertook two induction days which kick-started the settling in process for me. Although I’m based in London, the induction days were held in Brighton so it was nice to get a feel for the other office. We were also provided with a brief insight into the different activities that go on companywide. After all there are a lot of different things going on; not just in terms of services, but also the company has a great social culture and there are a lot of clubs and events to be aware of. Over all the two days were a great ice breaker, and due to the fluidity of staff between the London and Brighton office it meant that when I got to London, there were a few familiar faces (always nice on an otherwise daunting day).
So since then, I’ve been working on a few really varied projects. I’ve been getting the hang of technical things like uploading posts to the company blog and editing the website. I’ve been running the Instagram account too, capturing the aforementioned social aspect of the company. People are starting to use the company hashtags and getting more involved which makes it a lot of fun. Alongside that, I’ve also been carrying out quite a comprehensive competitor analysis, which has been really interesting. It’s really rewarding to know that I’m doing things that are really worthwhile and will ultimately place us as a more competitive agency.
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