What Exactly Is Marketing?

May 20, 2015 | Branding

By Elvire Gosnold, Director – Blabbermouth What exactly is marketing? Some might say marketing is ‘making things look pretty’. I disagree. Marketing is about making things desirable. I would image that most of us eat potatoes but why don’t we all buy the ‘value’ ones? I was a victim of the marketing game last week. I bought ‘National Trust’ potatoes at a far higher price than the value ones. Why did I do that? Do I really think eating an expensive potato will get me closer to living in a stately home with perfectly manicured gardens? Aspirational potatoes, that is fantastic – and I of all people fell for it. Although I must add they tasted good! My superior potato experience got me thinking that it was the great content marketing that the National Trust do that made me so engaged with their brand. Traditional marketing is about how to sell a product or service. The message to buy product X is blunt. Think of a TV advert or a press release. The difference with content marketing is that it is not about direct selling it is about informing people about how they can use the product or benefit from a service in a way that the user will perceive the product as desirable. This makes brand value far greater as consumers are engaged with the brand rather than the product which makes up-sell and cross-sell opportunities more realistic. A few examples of content channels are; social networking, blogs, webinars and infographics so content should avoid self-promotion. Content should solve a problem, address a challenge your audience faces, educate...

Why Web Responsiveness Counts Most

May 11, 2015 | Web

By Elvire Gosnold, Director – Blabbermouth Our friends at Google have changed the rules again: In their continuing fight to ensure website rankings prioritise genuine, informative websites that enrich the visitor’s experience, Google has added to its requirements. Now it is web responsiveness that will gain you Brownie points in your SEO endeavours. I’m sure you all agree that we are using our mobiles and tablets at an increasing rate for business activity, as well as in our leisure time, so it makes sense that Google is prioritising mobile friendliness as a ranking mechanism in search results. A responsive website means that you can easily view all site content regardless of what device you are viewing it on. A quick check is to simply reduce the screen size of your site when viewed on your PC screen to see what happens. Do the images move in an organised manner? Are the menus easily viewed? The big question is whether your site is optimised. And what about the sites of your closest competitors? Have a look at Google’s guide on mobile friendly websites to ascertain the impact the new algorithm will have on your site, and decide whether a new website needs to move up your to-do-list. It is always a good idea to have your site optimised. It future proofs your shop window as more prospects will be accessing your site via their tablet and mobile. With this new Google rankings requirement it is a perfect reason to launch a new site that is responsive and easy to...