As explained in previous blog postings, I have been looking to improve the digital marketing strategy for Gourmet Burger Kitchen and part of this development was to include a blog into their portfolio. I was amazed to see the amount of restaurants and other business within the food industry who had their own blogs, and how much of a powerful marketing tool they are to them. With more people than ever using the internet on a regular basis, and choosing to rely heavily on peer-reviews, the influence that a well constructed blog could have have on your restaurant reputation is greater than ever!
It is a great way for your restaurant to be open and honest with your consumers by showing them recipes, your supply chain, promotions, staff bios and that you share their love of great food as well! Research carried out by Park et al. (2007) shows that most topical blogs (such as a restaurant blog) us popular and alluring information to attract browsers. In addition to this, Krishnamurthy (2002) identified four categories typology of blogs: personal, topical, individual, and community.
via How to Write a Successful Blog for your Restaurant. | The Digital Side of Marketing.
Pavlov et al. (2008) state that email marketing is a legitimate, lucrative and widely used marketing tool. The word that stands out here is “lucrative”. According to a census carried out by E-Consultancy (2015) the revenue generated by email has increased proportionately by 28% in the last year. In recent years, the ROI that is generated from email marketing has reduced, but it is still ranked as the most profitable tool available to businesses. Pavlov et al. (2008) do go on to point out that it is in danger of being overrun by spam mail, which may be a contributing factor for this reduction, as well as the increased us of other marketing tools available.
The effectiveness of email is primarily because it is permission-based. The consumers on business’s email list have given the go-ahead to send them emails. This means that they’ve already bought in to the business and want to find out more. I have put together few measures businesses may consider when executing their email campaign:
via Is Email still an Effective Marketing Tool? | The Digital Side of Marketing.
So what is the difference between a ‘mobile web app’ and a ‘native app’?
Mobile Web App – This is an internet enabled application that has specific functionality for a device such as a tablet or smartphone. It can only be accessed through a phones web-browser (which for an iPhone would be ‘Safari’) and therefore does not need to be downloaded and stored on the device. (Viswanathan. P, 2015)
Native App – This is an application that has to be downloaded onto the device, usually downloaded from an ‘app store’ (Viswanathan. P, 2015). They can be charged for or they can be made free for download but either way they are stored on the devices memory.
via The touch-screen revolution – mobile web apps vs native apps | os64’s blog.
Email is not dead. Waldow & Falls (2012) argue that emailing cannot be dead, when research has shown that 94% of us send or read emails every day, and most of us manage at least two accounts. Furthermore, for millennials, this number is even higher at 96%. So what does this show? That emailing is still an activity which is heavily engrained in our daily lives and habits; in fact, it is most likely to be our number one online activity.
With that being said, does it mean that email is an appropriate marketing method for companies to reach its target users? Firstly, it might be necessary to look at the pros and cons of each:
via Is email marketing a good way for businesses to engage with their users & direct more traffic to their website? | pl67’s blog.
Promotional campaigns have been used frequently within traditional marketing. They represent a flexible marketing tool that can be used to pursue a variety of strategic and tactical objectives (Peattie, Peattie and Emafo, 1997) Because – lets face it, who doesn’t like the opportunity to win a prize?
The inclusion of the intent and the advent of eWom means that promotional competitions can be shared via social media easily – not just directly to a customer, but from participant to participant. This has lead to a resurgence within competitions and they are often strewn across Facebook, Twitter and Instagram.
With the large volume of these competitions, what do the good ones have in common? Are all competitions created equally? Will my competition fail!?
Fear not intrepid reader, all will be explained within this article.
via How to run a successful Facebook competition – James – Wragg.
Instagram delivers a channel where users and businesses can interconnect openly, and it is an idyllic place for businesses to associate with their existing and prospective consumers. Numerous brands are now greatly expending this social media outlet to improve their digital marketing scheme by increasing their brands coverage.
Instagram is available on both Apple and android systems and it can be opened on standard Internet browsers too, making it easily accessible. Instagram helps organisations to increase the amount of social shoppers they receive, as images and 15 second video recommendations are shared it creates a buzz around a company. Organisations can portray themselves in a more current and approachable way which appeals to the viewer. Encouraging user-generated contents emboldens a more advanced relationship, and can be inspired with hash-tags.Social media has renovated the way that consumer behave online (Kaplan & Haenlein 2010). Users are gradually becoming more powerful and persuasive in regards to the organisations they are networking about (Muñiz & Schau 2007; Cova & Dalli 2009). Furthermore, their digital exchanges are more influential on consumer behaviour than former types of promotion and marketing (e.g. Chiou & Cheng 2003; Villanueva et al. 2008). These social interactions have been referred to as ‘new forms of customer empowerment’ (Cova & Pace 2006)
via How could a consumer’s online brand related activities (COBRAs) on Instagram improve your tablet sectors brand reputation? | em262’s blog.
Dreamweaver is a powerful IDE (see Glossary) that web designers use to edit code and build websites, however, at £14.29 a month excl. VAT (as of 29/04/15) it is an expensive investment that some designers are not willing to pay. Instead, there are a number of similar alternatives that offer the same capabilities and are free to use.
Having investigated a number of different programs I have compiled this list of my Top 5 Free Alternatives to Dreamweaver. It must be noted that this is a list of personal preference, as I’m sure some readers will disagree with my choices, nevertheless, this list is intended to be a quick summary of great programs and what they offer.
via Top 5 Free Alternatives to Dreamweaver | sm567’s blog.
Search engines are incredibly significant in the guidance of marketing techniques, organisations can utilise the online opportunities to accomplish marketing goals. To ensure that advertisements are at the top of search results lists some organisations pay to be displayed, they do this to guarantee that they’re seen. This type of promotional tool is referred to as search engine optimisation (SEO). SEO can be costly but nevertheless is it effective, with the potential to produce large amount of brand awareness if used correctly.
“It has long been held that one of the major goals of marketing is to generate and maintain brand awareness; this is seen as particularly important in low-involvement situations where consumers may engage in little active search information to aid choice.” Macdonald et al (2000).
Brand awareness effects the decisions that consumers make, this is because users are more likely to consider brands they know. This brand knowledge can be referred to as a consideration set, organisations aim to be selected from the consideration set (Macdonald et al, 1996).
via Tips for implementing search engine optimisation in the tablet industry | em262’s blog.
With the increasing of competition within e-commerce has loaded to one big problem for consumer which is choice overload. Have you ever had so many products to choices from but you don’t know which one to choose, therefore, you end up not making a decision or choice? Well, that is choice overload!!!
In Schwartz (2004) famous book “Nudge” he said “consumers have always had choices, but today options have exploded beyond all reason”. Many researches into e-commerce have proved that choice overload is paralysis issue that is pushing people away from online shopping to the high street, where choice overload is less. The last thing e-marketer would want is a consumer visiting their website and not making a purchase due to choice load. This brings me to the question what are e-marketers doing to the cure this choice paralysis that we consumers are facing online?
via okow10’s blog.
Facebook is two way channel (Papasolomou & Melanthiou, 2012) allowing businesses to post updates and receive comments from followers. Facebook’s recent algorithmic changes have drastically reduced organic reach and made it much more difficult for small businesses to reach customers with posts that have liked their page – let alone ones who have not!
But small business owner – do not despair, there are still ways to increase the engagement of your Facebook following and generate organic reach without having to spend your time and money on paid Facebook advertising.
What is engagement?
Engagement within a Facebook post is defined by Porterfield (2014) as:
A user liking a post
A user commenting on a post
A user sharing a post
A user clicking a link within your post
via 8 tips to increase Facebook post engagement- James Wragg.