In a world of unlimited options but limited differentiation, brands will need to learn to stand out from the crowd.
As the complexity of data collection, storage and processing decreases, analysts will need to shift their focus to answering business questions – and training machines to help them do so.
Code to standardise awkward behaviours, remove superfluous settings, and enhance some default functions and approaches.
Think again. Because… Your site is slow. Thousands of visitors each month land on or reach error pages, ‘out of stock’ messages, empty URLs and dead ends. Visitors frequently find the wrong products or services when they search, or content with incorrect or outdated information. They find pages targeted at the wrong country, currency or context. Thousands[...]
A client recently asked me to chip in on a debate they were having with an internal tech team about retiring old 301 redirects. Concerns had been raised about ageing and legacy CMS functionality which needed to be replaced, and as part of this process the IT folks pushed to remove (and not replace) the thousands of redirects which the system was powering.[...]
I think that our industry is the best that it’s ever been, but, perhaps, also the best that it’ll ever be. Is it only downhill from here? Our industry is at a pivotal moment. We’re in a time where the people, agencies and brands which truly understand, practice and reap the rewards of SEO have a unique blend of[...]
In advertising and marketing, campaign performance – and by extension, success – is almost universally measured in the context of comparison to previous campaigns. The answer to “How did we do?” is invariably phrased in terms of “This campaign delivered X% more than that campaign”, or “We had Y% less traffic this week than this week last[...]
Avinash Kaushik, whom I have an enormous amount of respect for as a marketer, a speaker and an educator, has posted a summary of a new framework for digital marketing strategy and measurement. It’s great. Superb. Perfect, and unequivocally right. A conjunction of all of the content marketing, RCS and inbound philosophies into an elegant model. However, it’s just unachievable.[...]