Is digital advertising in crisis?

According to a recent article on the BBC, digital advertising is in crisis.

Advertising fraud is prevalent, and many ads are never seen by their intended audience. Add to that the threat to the internet’s fundamental business model by the increasing use of sophisticated ad blocking software and you have a ‘perfect storm’ – which could end up in all of us internet users paying for content.

Facebook and the changing data landscape

If things weren’t hard enough in the world of marketing already – courtesy of the GDPR monster coming over the hill – now, in the wake of the Cambridge Analytica data debacle (approximately 87 million users have had data inappropriately used), Facebook is restricting third party access to users’ data on its platform.

The king is dead, long live the king!

Is content marketing still king?

Is content marketing still king? Last month on this blog I argued that it is. At least according to a Smart Insights survey, which had content marketing topping a list of marketing activities that will have the most commercial impact on businesses in 2018.

Trending in 2018 - content is still king.

No change to the importance of good content.

Cliché alert. It sounds trite I know, but content is king. And it will continue to be so in 2018. According to a Smart Insights survey, which asked respondents to ‘select the single marketing activity that you think will make the largest commercial impact in 2018 for your business (or clients)'. Content marketing came out at the top of the list (20%). 

What’s #trending in digital marketing for 2018?

What digital marketing trends can we expect in 2018?

It would seem that the more things change, the more they stay the same. In the world of B2B marketing, the use of technology is now vital. However, are we losing sight of traditional techniques that deliver results? Or are the real innovations in marketing coming from making the process more targeted and doing it bigger and faster.

Write headlines like a pro

Do you know how to make your headlines stand out?

One of our clients grabbed some headlines last week in the national press. One or two of them were creative and attention-grabbing. It got us thinking about the importance of the headline.

What’s a headline for? – to get your audience’s attention and persuade them to read your content.

Content marketing: Creation versus curation

The definition of content

We’re all familiar with the concept that ‘content is king’. Few would argue against this in the constantly shifting marketing landscape.

Content marketing has pretty much taken over the B2C marketing world. It has also become increasingly important in the B2B environment. It’s now outstripping many other forms of marketing as online platforms continue to replace offline ones.

On writing – why is good copywriting important?

Someone writing

Let’s jump straight in. There is a ‘holy trinity’ of importance when it comes to website copywriting:

  • Attract website visitors

  • Engage them

  • Convert them

  • Improve sales and ROI

OK, that’s four reasons why good copywriting is important – but that didn’t worry Douglas Adams when he wrote his five-book Hitchhiker’s Guide to the Galaxy trilogy.


Subscribe to RSS - John Howard's blog