Since the late 1990s there has been a huge increase in mobile usage. 2002 saw the Blackberry revolutionise the market for mobile with the introduction of the first broadly used smart phone, providing instant access to emails as well as features such as a camera, MP3 player and wireless connectivity to the internet. This was […]
Author: lol10
Tick-Tock the Mouse Hit Send – When is the best time to send your email campaign?
Digital Marketing has increased the speed, reach and ability with which we communicate with consumers (Chaffey, 2007; Salehi et al., 2012). Included within that is email marketing which, although recently has been receiving bad press, is still arguably one of the most important areas of digital marketing particularly for building a relationship with the customer […]
The not so standard email click-through rate advice.
Having read and researched the different ways you can improve email click-through rates, it seems as though it would be hard not to achieve an increase. However, it’s something that many organisations still grapple with and are constantly looking to improve but the advice out there quite often seems repetitive and ticks the boxes of […]
Viral Marketing – how do you really create a successful viral campaign?
Whilst exploring Mills (2012) SPIN Framework (see previous blog ‘Viral Marketing and Social Media – a recipe for infection of your brand across the web.’) was useful in considering how to plan a viral campaign, Wilson, (2005) provides six explicit elements which are necessary for successful viral marketing, these are: Gives away products or services […]
Email Personalisation: How personal is too personal?
Organisations are becoming more and more aware of the benefits of personalising and tailoring communication to their customers, particularly emails (Hoffman and Novak, 1996; Postma and Brokke, 2002). With the vast amounts of personal data collected on consumers it can be difficult to know what information to use to personalise the emails. Include too much […]
Viral Marketing and Social Media – A recipe for infection of your brand across the web.
Viral Marketing can be a powerful form of eWOM (Electronic Word-of-Mouth) and is said to be the most cost and time efficient method of marketing around today (Dasari and Anandakrishnan, 2010). Viral marketing has been described along-the-lines of when branded content is released on the web, sparking interest in the audience who then feel motivated […]
Video advertisements integrated with social media – A recipe for success?
Integrated marketing can mean different things to different organisations. So thinking about it from a luxury brand perspective, why would it be useful to create an integrated marketing campaign for a promotional video? Video communication, in the form of a promotional video, provides visual engagement with consumers, enabling vast amounts of information to be communicated […]
Email Subject Lines – What’s the deal?
Chadwick and Doherty (2012) explored the execution of the Email Subject Line. Expressing a belief that there are two elements to the Subject Line; the email sender and the subject matter. What is the Email Subject Line? Essentially it is the first point of contact to encourage a recipient to open an email, it’s the […]
Discussion of “Big data is better data.” by Kenneth Cukier on TED Talks
TED TALKS – Kenneth Cukier: Big data is better data. Kenneth discusses how teaching a computer to do something will lead to it eventually knowing more about the subject than you, the teacher. Organisations can use this to find more streamlined ways of processing their activities and learn from the mistakes of the past. Big Data could allow us […]
Hello World
First Digital Marketing Module blog.