The recently reported news that the Office of Fair Trading is looking to prosecute companies who pay bloggers for positive coverage of their products makes interesting news for all of us at Propellernet. Why would anyone offering quality content need to pay for coverage? Our approach has always been to develop content that offers genuine value to our target media, be that amateur bloggers, professional bloggers, or standard online media.  The fact that we use search personas and that we’re specialists in the travel and retail sectors means that we know the key media contacts well and we’re able to determine which sites are right for our clients’ target audience quickly and easily.   From there we use various inputs to determine what content will prove valuable both to our clients’ target audience and to the media that we’re targeting. The result of this approach is that we value good relations with all our key contacts from bloggers to journalists (regularly...

Read the rest of this entry »

I firmly believe that we will look back at Christmas 2010 as the moment mobile went from a really interesting topic to a serious tactic within all retailers' marketing mix, and what better way to assist retailers in the build up to Christmas than to put together a mobile wish list. Now what a present that is! Ok, maybe a bit of an exaggeration but below are my top 10 tips and considerations for mobile: 1. Don't think for too long! Mobile is still heavily in the planning stage and everyone seems to be talking about theories rather than proven conclusions. This has lead to many retailers waiting to see what happens with mobile before taking the plunge themselves. Read the rest of this entry...

Read the rest of this entry »

"...Brands now have a need to consider every online touch-point and how they can influence purchase decisions beyond the virtual front door of their corporate website" Quote from the "The Search and Social Media Report" from the IAB and Microsoft Advertising In a social media obsessed industry the cold hard fact remains that search engines are still the most influential gatekeepers of links (that you can directly influence!) between your brand and consumers. The brilliance of search engine marketing is that behind every search query is a person that fits into a well defined segment based on their motivation to search at that time. As a refresher it's good to think about the concept of the "intent" behind a search query. Read the rest of this entry...

Read the rest of this entry »

I recently told a friend of mine who is a journalist that I was doing online PR. “Ah”, she said, “you’ve become the enemy!” We had a good old giggle, but this illustrates perfectly the love-hate relationship journalists have with PRs and why it is such a challenge for us PRs to pitch to them. Just to explain how it all works, here is what I do. As a PR, it’s my job to ‘manage the flow of information between an organization (my client) and the public (target market)’. Just like with offline PR, I need to create personas, or target market segments, find out which publications they read (in my case websites) and then get their products onto these websites, for free. Some people think this means pushing out an offline press release on a news wire, but it is much more than that and with online PR particularly, the relationship with the journalist is key. Read the rest of this entry...

Read the rest of this entry »

We are increasingly aware of how customers are looking to get the best price for the best product, but how can us online marketers ensure that we reach these potential purchasers and get under the skin of what really motivates their buying habits? We need to go back to basics and forget about the traditional demographics which have influenced marketing campaigns for years. Of course age, sex, income and marital status are important but what you really need to think about is who are your target customers, what influences their spending decisions and which sites do they visit during their spending journey? Its time to get personal and the answer lies in creating personas... Personas are fictional characters. They take on identities and represent your customers by their buying trends and search habits. The persona will put a human face to data and create something that can seem real and familiar. Ideal online customers are no longer just ABC1’s, they are individuals sat in...

Read the rest of this entry »