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Clemmie begins final phase of product development to empower informed selling

News, Press Release, Startup, Technology | No Comments

Clemmie, the personalised marketing and intuitive analytics platform, is taking a brief hiatus to upgrade its features and develop even more effective sales solutions. After a hugely successful Beta testing phase, Clemmie is taking some time to compile the feedback from our first six months of pioneering sales enablement into the latest Clemmie application. Sadly, that means our usual services won’t be available until the release of the new platform.

There’s no need to worry, however. Clemmie will return soon with a whole new range of features and functionality to enable total sales enablement and give your content the most adaptable, intuitive platform around. Our new services will make it even easier to store, distribute and track your content. The Clemmie platform is becoming even more versatile and our new features will give you absolute control over the sales process from start to finish. In short, it’s going to be worth the wait!

If you haven’t already signed up to Clemmie, it’s not too late. Just pop your details into the contact page and we’ll keep you informed about all the latest developments, give you front-row access to the launch of the new Clemmie app and let you in on all the latest offers as soon as they’re available. Sign up now, take total control of your content and gain the customer insights that drive real sales.

See you real soon!

The Clemmie team

Geo-specific marketing content

The secret to great geo-specific marketing content

Advertising, Agile marketing, Business, Marketing, Technology | No Comments

At the risk of stating the obvious, the internet, and by extension, smartphones, have redefined borders in marketing. Businesses can find work from the other side of the globe; brands can advertise in any and all countries simultaneously, and companies can now boast an employee-base with more cultural diversity than a Benetton ad.

All of this sounds like great news for marketing, but marketers are struggling to keep up with the advances in technology, as evidenced by the number of nationally-targeted generic PPC campaigns. But content that tries to please everyone rarely leaves a lasting impression on anyone. That’s why geo-specific marketing is so vital.

geo-specific marketing works on the concept that graphically diverse content, and locally-specifical targeted ads appeal to a more varied spread of consumer. For marketers, it not only enables a more efficient media spend, it can also provide a significant advantage over competitors. In fact, 60% of advertising professionals already believe geo-targeted ads deliver a stronger ROI than generic ads and 50% said they deliver a higher response rate.

So how can you begin to integrate geo-specific marketing into your own campaigns? Read on for some top tips on how to make your content both international and locally relevant.

Develop a local vernacular table

Every region, country, and even every city has its own cultural and linguistic nuances. When creating ad content, it’s vital to consider not just what you say, but how you say it. Filtering your advertising language through the vernacular of a target region can make a huge difference to your success rate. Of course, international companies should have already included translations for different countries. But even when marketing to two countries with the same national language, you should try to tailor the content to their specific dialect.

Say, for instance, you run an international digital video rental store based in the UK. In Britain, to advertise a newly returning show you would most likely refer to it as the ‘new series’. However, the US more commonly uses ‘seasons’ in reference to a string of episodes. Failing to make the distinction could see your ranking slide in America, as people searching using their own national vernacular find other, more culturally relevant entertainment offers.

vernacular

Customise the channels you use

Last year, the Local Search Association (LSA) of the US released data showing mobile devices surpassing PC use in the search for local businesses and services. While this should warrant a change in focus for companies based purely in the US, companies operating internationally should already have a clear idea of mobile consumption in other countries.

India and China both rely heavily on mobile technology, and businesses based in these countries have already tailored their content and ads accordingly. Mobile has the added advantage of pinpointing exact locations, allowing you to integrate offers into the ads providing they are in a nearby location, further increasing the relevance of your ad above competitors. With geo-specific marketing, it’s not just who you market to and with which content, but also the channels you use to reach them.

Geo-specific marketing content

Develop locations with limited uptake

By dividing regions, you gain a stronger understanding of the areas in which your content is and isn’t working. By being able to directly compare different geographic locations, you can edit your content and ads according to what works best in each selected region. Take a look at the websites and ads of local competitors and try to break down each element – the tone, language used, page layout, etc. – and experiment with each.

Alternatively, you can choose to drop under-performing regions from your campaigns entirely. Remember, one of the central strength’s to geo-targeting is that it restricts your ad-spend to ensure you only reach out to relevant visitors. This allows you to focus your budget and time, but can leave you open to losing what little influence you have in other regions.  

 

Geo-specific marketing contentPersonalise the marketing experience

Personalisation is a must in modern marketing. Companies risk alienating consumers by not tailoring their content, and this includes the geographic location. Even incorporating language with locally distinct vocabulary for different regions is a form of personalisation. In fact, studies have shown that 67 % of smartphone users want ads displayed to them customised to their city or zip code, while 61% want ads customised to their current surroundings.

By referring to the areas in which your geo-targeted ads are being shown, you can relate to your customers directly and further reduce wasted impressions. For local businesses, in particular, personalisation equals greater brand recognition and a greater ROI.

Geo-specific marketing content

Target geo-specific events

You can personalise your content even further by referring to geo-specific events. By referring to an upcoming local, regional or even national event, you can add a timely element to your content and channel the exposure into increased ROI. Of course, marketers already look to integrate anticipated events like local sporting fixtures into their marketing plans. But there are also a myriad of geographically specific events that could increase ROI but just can’t be predicted.

A sudden heat wave can be a big boost for a number of industries, including sunscreen manufacturers, soft drinks companies and outdoor clothing stores. Marketing with content that addresses both a consumer’s location and their current climate can be a major boost, but can also save companies with less relevant offers from wasting revenue. For instance, a company selling winter coats might decide to drop their ad-focus in a region currently experiencing a heatwave, preferring instead to focus their efforts on areas going through a cold spell.

Geo-specific marketing content

Use geographic reporting tools

Geographic reporting tools allow you to develop more sophisticated testing through comparing different offers or promotions in the same region. This is hugely important to informing your overall social strategy, particularly when going head-to-head with competitors for local ad-space.

Google Website Optimizer allows you to segment your traffic and define subsequent actions based on that segmentation, in part automating the process behind your geo-specific marketing. There are hundreds of resources out there to help you make the most of geo-targeting tools, but they’re not the only means of fine-tuning your geographic focus.

You can also use analytics packages to study the browsing behaviours of previous site visitors. This allows you to pinpoint consumers’ tendencies and provide relevant, location-specific content, even if they’re not currently in the area.

Geo-specific marketing content

Don’t limit yourself to ad space alone

If you have a blog, write content with a specific focus on a particular area, taking into account all the previous points, including changing vernacular, posting times and the channels you use.

The more control over your campaigns, the more you can begin to understand why people respond to content in the way they do.  

Don’t be afraid to experiment with different means of communication following the initial hook. For example, try optimising a landing page with geo-targeted content from a geo-targeted banner. Compare the results with a generic, non-geo-specific landing page and see which yields the highest conversions. From this, you can begin to develop a stronger understanding of where geo-specific content is most needed.

Geo-specific marketing content

Consider the little things

It’s not just the language and dialect of a region that you should consider. When creating content, either onsite or in your advertising, it’s important to consider the little details. Ensuring your content is in the relevant currency may seem like a no-brainer, but companies still persist in using just one. Less obvious but no less relevant are metrics like weights, volumes, distance and speed. You should always crawl your geo-specific marketing content with a fine-toothed comb to guarantee your content has the full impact. Remember, even the smallest error, when seen enough times, becomes obvious.

Visuals also play an important part in the geo-targeting process. Test different images in different geographical settings to see which types of image warrant the best response. Be sure to keep a record of these, as they could go on to influence future geo-specific marketing campaigns.

Geo-specific marketing content

Conclusion

In marketing, as in so many other industries, it really is a case of right place, right time. Geo-specific marketing gives you an extra edge over competitors, be it in the local arena or on a national or even international level. It takes time and more than a bit of patience, but those willing to put the work in can really take advantage of a new digital society.

Automation in marketing campaigns

What does automation in content marketing mean for the future of campaigns?

Automation, Content, Marketing, Technology | No Comments

Technology and automation have irrevocably changed the world of marketing. Social media, data analysis, and the internet have given marketing a new lease on life, but there’s been very little discussion about the cost of the human element in marketing. At its heart, marketing is about establishing connections between a brand and their audience. But what does our automation-addiction mean for the future of marketing, and the people who create the campaigns? We take a look at some of the areas most affected by the growth of automation, what our programmatic predilections mean for the future of marketing, and how brands can combat the perils of automation dependency.

Social media

We all know the best times to post on social media, and now marketers can pinpoint when they get the most response rate. Every company uses automation to an extent. In fact, when used intelligently, it can even enhance the audience experience.

Automation in social media has been both a blessing and a curse for brands. It’s freed marketers up to deliver content outside of working hours, which means a wider geographic audience range as content can be disseminated across different time zones. Simultaneously, it has also been interpreted by many as a green light to schedule their social media at the start of the working day and then ignore their feeds for the rest of the day. Automation might give more freedom to marketers, but it can also inhibit their willingness to pivot a strategy when new content opportunities become available. It can also lead to brands posting dubious or offensive content purely as a result of bad timing. Agile marketing still very much relies on a human element, but it needs marketers to accept that not everything in life can be automated.

Automation in marketing campaigns

Customer service

A recent Facebook study revealed that 53% of consumers are more likely to shop with a business from which they can message and get a quick response. Meanwhile, a study by Nucleus Research found that marketing automation can drive a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. While stats like this give a pretty convincing argument for businesses to explore their own options for automated replies, but it’s important to remember why customers contact companies in the first place.

No other area of marketing requires the human touch more than customer interaction. Chatbots can automate all kinds of tasks, but it would be foolish to think the entire customer service role can be delegated to AI and automation alone. Automation may have streamlined the purchase process for buyers, but as more companies adopt them for their own commercial needs, it’s important to remember that AI still relies on some level of human inputThere’s so much variation in humans, be it syntax, spelling or (if you’re relying on voice interaction) dialect. As Abinash Tripathy of Helpshift explained in a recent VentureBeat article, “Chatbots are still highly fallible, and should not be used to replace human interaction. When people want to talk to a human, they need a human.”

Automation in content marketing

Data analysis

As a relatively new concept to digital marketing, data analysis is probably the tool best suited to automation in content marketing. The process of analysing different site metrics, with its heavy quantitative focus, lends itself perfectly to automation. Numerical data on site visitors, the time spent on each page, the channels by which visitors gained site access and many more metrics can help form a picture of your site’s strengths, and most analytics packages provide automated updates as standard.

Developing actionable insights from this data, however, can be more of a challenge. It’s tempting to say that only a human could draw relevant conclusions from human behaviour, but when this behaviour is filtered through the limited actions and access points of a website, it’s not unbelievable that a well-programmed piece of AI software could replace human input. There are already several software suites on the market offering automated, AI-led solutions to your data analysis needs, although the technology is still in its early days.

So while automation and AI can take some of the monotony out of data harvesting (not to mention saving time and money), it’s still a few years off from replacing the company data analyst completely.

Automation in content marketing

Direct marketing

Perhaps one of the biggest changes in marketing prompted by the tech revolution is the speed and accuracy with which brands can now target their audience. Consumers can not only find out about the latest company offers within seconds of a new campaign going live, they can receive content customised to their specific interests. Automation has played a huge part in reaching so many in a short space of time, but it still depends on human input.

The thrill of marketing is in that elusive human connection, and part of that comes from maintaining a two-way setup in your communication channels. If you’ve automated your content to go out to every one of your followers simultaneously, the chance of you being deluged with simultaneous replies increases. Likewise, the likelihood of these replies requiring a strong understanding of the nuances in human speech (something AI still struggles with) is high.

This makes following up with a satisfactory reply in a timely manner particularly difficult, largely because good customer service depends on giving the respondent something more than a generic automated reply.

The ironically named Progressive, an auto insurance company, learned this the hard way after replying to criticism of a case involving a customer death. Instead of considering each critic’s unique comment they automated their reply and sent out identical, emotionless responses that only served to anger the public more.

Automation in content marketing

Conclusion

So automation has largely been a positive addition to the marketer’s roster, but there are still a number of pitfalls to watch out for. Marketing today isn’t about blindly embracing every new piece of technology that comes along. It’s about utilising technology while considering how it can be integrated with other methods of marketing. Consumers want to feel like their opinion matters, and this relies on real interaction. Automation has become a crutch for too many brands, seeing it as a way of simplifying their daily routine without taking into account the most integral ingredient, the human factor. By accepting that some of the most inspired marketing campaigns grow from not setting your routine in stone, you can begin to integrate technology with human discretion and see real emotional engagement.

August Marketing & advertising

The month in Marketing & Advertising: August 2016

Advertising, Marketing, News, Technology | No Comments

This month we take a look at the top stories from the worlds of marketing and advertising, including the Rio Olympics and Snapchat’s new user data sharing policy.

Olympics 2016 proves there are winners and losers in marketing too

The 2016 Rio Olympics are over, but the marketing revelations keep on coming. The latest Brand Agility Index study by PR firm Waggener Edstrom Communications revealed the biggest marketing winners of the Olympic sponsors, and the podium has some surprising additions. Samsung and Nissan both earned golds for their performances, while long-time sponsors Visa and McDonald’s both failed to live up to expectations. Both Nissan and Samsung were boosted by the record medal haul enjoyed by team GB, who finished second behind the US. With a series of ads starring comedian Jack Whitehall, Samsung walked a fine line between comedy and drama. Likewise, Nissan took a tongue in cheek approach to the Games with a series of ads in which ‘Nissan executives’ gave team GB athletes a range of bizarre product placement requests. The car company covered every base with their campaign, including harnessing the power of the Games’ appeal through social media coverage and allowing fans to ‘train alongside team GB athletes’ via Facebook Live. With its Olympics hashtag #QuemSeAtreve (#WhoDares) being named third best-performing hashtag of the Games, Nissan outperformed global sponsors and enjoyed a full percentage point increase in their Brazil market share.

August Marketing & Advertising

Twitter signs up Warner Bros for UK ‘promoted stickers’ launch

In anticipation of the latest JK Rowling film Fantastic Beasts and Where to Find Them, Warner Brothers has teamed up with Twitter to introduce promoted stickers. The campaign will span across the UK, US, Japan, Brazil, France and Spain. The campaign allows brands to design four or eight stickers, which users can then add to their photographs as a form of “visual hashtag.” Photos featuring the brand’s stickers can be found by anyone who taps the sticker, including brands who want to see exactly who are engaging with their brand.

This isn’t the first time the sticker hashtag tool has been used in marketing, although it could be the most innovative use of it yet. Pepsi introduced the concept of visual hashtags in the US earlier this year, with the #PepsiMoji campaign encouraging users to take pics of custom emojis on its products’ packaging. As brands look to new ways to combine the digital and the physical worlds, we can expect a lot more in the way of cross-media, inter-brand collaboration.

August marketing & advertising

Snapchat enables advertisers to access personal user data

In an effort to increase its advertising revenue, Snapchat has pledged to allow advertisers access to personal user data. The move will allow advertisers to provide the most personalised marketing experience to the user since Snapchat first introduced ads back in 2014.  

Of course, the “sophisticated behavioural targeting tool,” as it is referred to, has raised yet more questions about the nature of privacy in social media. The company’s CEO, Evan Spiegel, had even called user tracking for the sake of tailored advertising “creepy,” but it looks like Snapchat has since come round to the idea. Some have called out the user tracking as an invasive measure, despite that the platform will not capture data from your browsing history outside the app. Snapchat addressed the issue, saying “We want you to feel understood. We want to understand what’s relevant to you and your life, and we want to show you things that you’ll care about.” Let us know in the comments what you think of Snapchat’s new personal data policy.

August Marketing & Advertising

Personalisation most important email attribute for click-through

Confirming what most marketers already suspected, this month saw a UK-based survey reveal personalisation as the attribute most likely to prompt click-through in an email marketing campaign. Conducted by French online marketing consultancy firm Mailjet, the survey asked a diverse pool of UK-internet users to point out the top five marketing email features most likely to get them clicking through to a branded page.

The survey found that personalisation took precedent as the most important overall factor, with 40.2% citing it as the most important element for a click-through. The study also threw up some unexpected findings, including that 40% of millennials (respondents aged 16-29) saw the email’s design as the most influential factor. As the age of the respondents rose, the importance placed on design dropped. Likewise, device compatibility was deemed less significant of a factor for older respondents than to those in the ‘millennial’ age bracket, with only 17.1 percent of respondents overall noting it as the most important element. The findings give further strength to Clemmie’s argument that personalisation is now an essential element to all marketing campaigns.

personalised email marketing

Integrate agile marketing into your digital strategy

How to integrate agile marketing into your digital strategy

Advertising, Agile marketing, Marketing, Technology | No Comments

These days businesses need to be able to adapt at a moment’s notice. The internet has given us round-the-clock coverage, instant updates and regular access to all the latest news; it’s no surprise consumers expect brands to keep their output contemporary.

Marketing campaigns need to maintain a liquidity, adapting to the changing needs of the consumer while staying relevant in a dynamic environment. So, by all means, lay out your strategy, but don’t try to carve each day in stone. Businesses capable of responding to changes around them are more likely to entice a new audience, and thus increase their overall reach. Brands that rigidly adhere to their pre-planned marketing strategy with no wiggle-room for new developments, on the other hand, will find their campaigns lagging behind competitors as they struggle to stay in the spotlight. So, just how do you integrate agile marketing into your campaigns, and why do so many marketers struggle to keep pace?

Incorporate client feedback into your campaigns

The growth in social media and corporate responsibility has disrupted the traditional flow of marketing, adding a new dimension to the way content is distributed and consumed by audiences. Today, customers can give feedback directly to companies in full view of their peers. Marketers have to engage with this feedback to prove they are receptive to change and that they really listen to their audience. But some marketers have gone one step further, integrating the customer comments into their campaigns and even building marketing campaigns around feedback alone.

Responding to your consumers is essential to prove you recognise your client-base as individuals, but it also lends a human element to corporations. Just check out the exchange below to see how a humorous response can earn you major social props.

Agile marketing for your digital marketing campaign

Don’t be afraid to engage with other brands

Agile marketing doesn’t just mean engaging with smartasses online, it also requires you engage with other brands when and where it’s relevant. The more witty, elaborate and/or memorable the exchange, the better the audience response and exposure. After popular male perfumery, Old Spice tried to take a bizarre swipe at Taco Bell on Twitter, Taco Bell responded with a concise but scathing putdown.

Agile marketing in your digital marketing
Although the banter between brands is usually lighthearted in nature, the competitive ribbing can give both brands a major boost and entice new customers. Honda tried to drum up interest in its new minivan with a playful Twitter campaign involving foodstuffs likely to be sucked up by the minivan’s built-in vacuum cleaner, but Oreos responded with some clever agile marketing of its own. The best thing about this approach is these social media ‘spats’ rarely have a winner. Providing the exchange is entertaining enough, both parties will be rewarded with increased media and consumer attention.

Make sure it’s relevant to your customer base

Before getting too excited about the prospect of igniting a Twitter ‘feud’ that spreads like wildfire across the digital landscape, it’s important to consider your core brand values, and how well these would be reflected in your choice of subject matter and any other key actors involved. Agile marketing requires a deep understanding of your brand’s perception in the wider world, and poorly judged social marketing can severely damage your brand image.

When the cooking site Epicurious decided to tie their latest recipe (whole-grain cranberry scones if you were wondering) to the Boston Marathon bombing, it highlighted exactly why marketers need to stop and consider timing and tone before trying to engage with a consumer-base. Newsjacking (attaching your brand to a trending topic, such as by adopting a popular hashtag on Twitter) can very easily go wrong, as evidenced in the Tweet below.

Integrate your campaign with topical news

Agile marketing relies on an ability to pivot your strategy according to new developments, both internal and external. For planned events such as the 2016 Olympics in Rio, marketers can prepare their material early and consider each new deployment of content. But agile marketing is all about responding to the unscheduled, going off-script and creating a unique reaction to a particular situation. Culturally significant events are a great opportunity for marketers, but often the best replies come from situations that couldn’t be anticipated.

During the 2016 Euro football, supermarket chain Iceland jumped on the unexpected success of the Iceland international squad with some brilliantly timed Tweets. When Iceland (the country) were drawn against England in the quarterfinals, Iceland (the supermarket) stepped up their social campaign and earned themselves thousands of more Likes, Retweets and Followers.

Agile marketing in your digital marketing

Allow testing and data to take precedent

Agile marketing has existed in some form for several years, but it’s only since the proliferation of data harvesting tools and personalisation platforms that it has been able to be truly agile. Adapting your marketing strategy relies on understanding your competitors, the context in which your campaigns are implemented and the personal preferences of your clients. Marketing attribution has made meeting the latter requirement decidedly easier.

Through monitoring how clients interact with your content, you can adjust your approach according to their personal preferences and ensure your material reaches them through the most effective channels. Agile marketing, by its very nature, is unpredictable, but data gives you the confidence to engage with consumers with a more informed, personalised approach. As your campaign progresses, you can develop a stronger understanding of the most effective content for each consumer and begin to introduce incremental, data-driven changes to your strategy.

Be mindful who you align with your brand

As we said earlier, the topical news is a great platform for getting your brand out there, but this doesn’t mean you should jump on every news story going. It’s important to consider if your brand has any place in tying its name to a popular news piece, particularly if it’s on a subject with no relation to the brand’s purpose, or a sensitive subject that may deem any attempts at brand association as exploiting a painful situation for your own gain. Likewise, as a marketer you have to ensure your brand is associated with people appropriate to your brand message.

This becomes more challenging when agile marketing is involved, but even when a quick decision is needed on a potential brand association, it pays dividends to research the other party and make sure they fit with your core values. When renowned road racing cyclist Lance Armstrong was stripped of his titles following a doping scandal, brands had to move quickly to disassociate themselves from him, and other brands quickly reconsidered sponsoring him for future events.

Agile marketing in your digital marketing

Business intelligence using modern technology

10 ways digital marketing will change in the next 10 years

AI, Marketing, Technology | One Comment

Digital marketing, by its very definition, is constantly developing. As new digital technology becomes available, companies are obligated to evolve with it. Companies unable to adapt will stand little chance of survival, so it’s vital they stay in the loop and embrace new technologies when they become available. But what new digital marketing technologies are on the horizon, and how will they change the profession over the next decade? We take a look at ten ways technology will change the digital marketing landscape forever by 2026.

AI influences everything

This isn’t to say AI will have completely taken over the role of the marketer by 2026. There’s still plenty of stuff that can only be executed with that most human of traits; discretion. Deciding exactly how much time, effort and ad-revenue to invest in a campaign is just beyond AI’s current capabilities. However, it is already taking a front seat in digital marketing. As the technology develops, AI will become essential to creating effective social campaigns, content curation, customer service and even website design. Deep learning is already allowing AI to develop a stronger understanding of the nuances behind marketing campaigns. By 2026, it will come to play an even more integral role and even open new avenues for the industry as a whole.

Mobile is the channel

This will come as no surprise to anyone who’s spent more than five minutes in the real world, but mobile is fast becoming the number one channel by which people view content. Just as AI will be in just a few years, mobile is now a standard element of every marketer’s framework. The number of global users for mobile devices surpassed the number of desktop users back in 2015, and mobile digital media time now accounts for 51% compared to just 42% for desktop, so it’s easy to see why more marketers are ensuring their content has been optimised for mobile than ever before. Digital marketing is steadily shifting its focus to mobile, but by 2026, advances in technology will allow them to market directly to the consumer with custom-made content. Speaking of which…

Personalisation is mandatory

In much the same way that marketing content has to be optimised for mobile if it wants to reach the younger generation, content needs a personal touch to make a real impact. Despite being a relatively new aspect of marketing, it’s only set to increase as technology enables companies to understand more about their audience. Individual analytics and the rise of ‘small data’ are helping fuel a more personal approach to marketing, where consumers are marketed to in a way that suits them. Personalisation stems from understanding consumers, and marketers will be more geared towards engaging with consumers through non-traditional channels as more personal data becomes available. Just as the growth of Snapchat led to a variety of guerilla marketing techniques that weighed the user’s own predilections, new technology will ensure every ad a consumer sees is a case of ‘right place, right time’.

Branded content is a two-way street

In the same vein, the consumer will begin to play a more integral role in a brand’s identity over the coming decade. As the chief marketing officer for Taco Bell Corp, Chris Brandt, explained in a recent article for Co.Create, “User generated content will far exceed branded content and brands need to embrace this and accept they aren’t in complete control of their own brand.” As viral videos and citizen-led product placement give brands more exposure, companies will be consigned to ensuring their brand message is consistent and communicated effectively. The rise of social media has supplied companies with ample exposure courtesy of their audience, but it’s vital the brand ensures it’s the right kind of exposure.

Virtual reality is more than just a novelty

Let’s face it, virtual reality is fun, but its true potential as a marketing tool hasn’t yet been fully realised. Some intriguing examples aside, the medium has been largely limited to gimmicks and vague illustrations of specialist interests. But when it’s done well, VR as a digital marketing tool can be an immersive experience that takes a brand’s message into a new dimension. In Coca-Cola’s recent VR campaign, the packaging for a 12 pack could be transformed into a virtual reality headset, generating sizable online chatter and providing the soft drinks giant with a new in the process. Likewise, tequila company Patron gave their company history a charming visual element through a virtual reality set and a short film. As technology develops, VR will become a more recognised and versatile channel for brand advertising.

The traditional office is a thing of the past

As the internet redraws our concept of boundaries, companies are increasingly turning away from the standard office format. The growth in mobile technology, Cloud software and near-omnipresent internet connection gives us round the clock access to our workplace, even when we’re on the other side of the planet. As a result, the demand for office space is declining. The development of instant video messaging software such as Google Hangouts and content sharing platforms like Slack has made it easier than ever to manage a business from anywhere in the world. Digital marketing is already feeling the impact of this new virtual workplace. With geographic proximity no longer a consideration, employees can work together from across the planet, encouraging a more diverse approach to the traditional marketing campaign.

Startups mean a static market

With the huge increase in digital startups, the market will be a far less predictable place. The invasive rise of the internet has allowed tiny startups to grow rapidly and advances in API are making anticipating the success stories of the future increasingly difficult. Digital marketing, as a result, is in a constant state of flux. This isn’t necessarily a bad omen for your own startup, however. With more companies establishing themselves through non-traditional channels, investors are more open to new opportunities, and the entire process of finding funding has become more democratic as a result. By the mid-twenty-twenties, startups will rely less on major investments from banks, if at all, and more on generating scalable revenue from democratised investment platforms.

More channels mean more opportunities

Marketers have more options for the channels through which to market their content now than at any other point in history. Whilst automation may have made it easier to reach more people with less physical work, the proliferation of different mediums to reach an audience means marketers have to consider much more carefully the way in which they engage with consumers. With so many different channels to use, by 2026 marketers will have to think very carefully about the right mediums to use for their brand.

Transparency is paramount

In a world where corporate responsibility is increasingly under the microscope, companies are under pressure to ensure their business practices are transparent and ethical at all times. Most people, it’s safe to assume, like to think they are fairly ethical people. Therefore, guaranteeing your business operates in a humane and sustainable way gives your brand a relatable brand identity. With public scrutiny of major businesses now commonplace and social media enabling anybody to voice their concerns at a company’s behaviour, digital marketers will have to ensure their content communicates their commitment to ethical business practices at all times.

Marketing attribution ends the spam generation

With more and more companies being able to track exactly how a consumer has arrived at their site, not to mention what they did when they got there, the age of the random, unsolicited ad is almost over. We’re already witnessing companies move towards more targeted campaigns, where consumers only see content their previous web behaviour suggested they may be interested in. As technology improves, companies will only get better at anticipating what a consumer may be interested in, and when the best time to suggest it is.

Digital portfolio microsite for photograpgers

Should you be using a digital microsite for your photography portfolio?

Analytics, Microsite, Photography, Technology | No Comments

The world of photography can change in a flash (sorry, that was awful), so it’s vital professionals adapt to new technologies as and when they become available. The growth in digital portfolios has brought new opportunities, but also new challenges. Likewise, the increase in high quality cameras in phones has allowed the industry to diversify while simultaneously becoming more competitive than ever. Now anyone with a smartphone and a good sense of timing can capture award-winning shots, lather it in unnecessary filters and tweak it with some post-snap Photoshop manipulation. The jury might still be out on to what extent technology has improved photography itself, but there can be no doubt it’s changed the way photographers get their images out into the wider world. But which method is best for placing your shots into the right hands? We take a look at the benefits and pitfalls of embracing the digital microsite over the traditional printed volume.

Reaching out to clients

Digital portfolio microsite for photograpgers

As a professional photographer, you want to ensure your images can be distributed to as many clients as possible. A digital microsite enables you to send designs to anyone around the world in an instant, directly to their inbox. Creating a digital portfolio through a microsite app like Clemmie allows you to go a step further and find out exactly when the client has opened your email, see which shots they liked the most and tailor any future interactions with them accordingly. Using a digital microsite app also adds an additional level of interactivity to your designs, allowing you to link to your official website, social accounts and other contact details.
Sending out your portfolio in a physical form is becoming rarer, as more photographers opt for the digital approach. This isn’t necessarily a bad thing for shutterbugs still faithful to the printed photo, giving an air of originality and helping you stand apart from the competition. However, even with its agrestal appeal, a printed portfolio comes with its own drawbacks. Short of delivering your photos to the hands of your client and watching them look it over, there’s no way you can be completely sure they have received and viewed your portfolio. You could call in or visit a client’s office to make sure your work found its way to the right desk, but both these options require time, money and effort that could be better spent further developing your portfolio.

Cost

Digital portfolio microsite for photograpgers

When it comes to creating art, money might be no object, but getting it in front of the right eyes requires a keen eye for the best, and cheapest, channels of communication. With a digital catalogue of your best images, it’s vital they are presented in the most accessible format. Take time to find the best platform for your photos and, depending on your budget, don’t be afraid to create multiple microsite portfolios for different occasions or categories. Creating a microsite specifically for wedding photography photos, for instance, could provide a more focused context to your work over a random collection of your best works.
The traditional printed portfolio can be costly to print and send overseas, and sending it out to multiple sources only compounds the costs. Digital has become the primary channel for freelancers and studios to deliver their portfolio. As a result, the cost of physically transporting images has been increasing for the past decade. Even with a regular printing deal, the cost of printing new portfolios means it is far less economic than dedicating your best pics to a digital album.

Adaptability

Digital portfolio microsite for photograpgers

We all know the feeling. You spend months getting to grips with your latest gadget, only to realise it’s been superseded by an even newer and more shiny tool just as you were entering your comfort zone. A vital attribute as a photographer is the ability to adapt your style according to changing technology, not just behind the camera, but in the process of sharing your images too. One of the key advantages to using a digital portfolio is the freedom it gives you to edit your selection at will. Every artist wants to be able to exercise full control over their own works. A digital portfolio allows you to chop and change according to the clients needs. A couple looking for a wedding photographer for their big day, for instance, are more likely to choose someone with a full portfolio of wedding pics over a photographer featuring just a few wedding photos among a selection of landscape shots.
Traditional printed portfolios, on the other hand, require you to either reprint regularly or send outdated collections and hope they’re enough to win over a client. Even if you own a high quality digital printer capable of creating industry standard images, you’ll spend more time trying to commit your images to paper.

The personal touch

Digital microsite portfolio for photographers

Thanks to the exodus of photographers to digital, the printed portfolio is becoming increasingly difficult to justify. Add to this the dwindling number of commercial printers, the increasingly widespread geographic base for opportunities and the growing pressure on publications to save money by sourcing their images from ‘stock photo’ sites, and the future of the printed photo album looks bleak. Part of reaching out to the right people involves knowing the right channel to reach out through, and a physical copy of your best work is rapidly becoming an obsolete medium. It’s not merely about understanding how best to contact your client. Now, photographers are using technology like Clemmie’s microsite creation tool to develop a portfolio that responds to the exact needs of an individual client, personalised to show you understand what they require, and know exactly how to give it to them.
Despite being an antiquated method of delivery, the printed portfolio isn’t irrelevant to the pitching process. A well-printed, well-bound portfolio and a personalised note can add a human touch to your images, and can even reinforce your commitment if included in conjunction with a customised digital accompaniment.

Mobile marketing app

Clemmie app now available on iOS and Android

Marketing, Mobile app, News, Technology | No Comments

Clemmie.xyz is proud to announce the launch of the official Clemmie app. The app is designed to enable everybody, from major corporation leaders to owners of independent startups, to instantly create custom company websites from their own marketing content and track client engagement on an individual level.

Created in partnership with Google, Clemmie.xyz is dedicated to enabling companies to engage and understand their clients on an individual basis. Site creation is a simple three step process. As soon as the client accesses the site, the Clemmie app begins to regularly feed back the engagement of that client. Clemmie’s up to the minute analytics tell you at a glance which aspects of your product, organisation or marketing message are of most interest to the client.

From there you can make informed decisions on the next course of dialogue or future marketing output.

The Clemmie app is completely free to download on Android and iOS, and each individual InSite costs just $4.99, or €4.99. 

Visit the Clemmie website at http://clemmie.xyz/ to find out more, or follow Clemmie on Twitter at https://twitter.com/clemmie_xyz or LinkedIn at https://www.linkedin.com/company/clemmie-xyz to find out about great new offers and all the latest Clemmie news.

Clemmie works with an extensive array of high-profile brands and internationally recognised names, including a major international architecture firm.

Digital marketing for real estate

A guide to digital marketing in the real estate industry

Analytics, Ecommerce, Marketing, Real estate, Technology | No Comments

As competition in the real estate industry increases, figuring out the formula to engaging with customers in a way that’s both time and cost efficient has become a kind of holy grail to marketers. A firm’s survival depends on staying ahead of competitors on every front and, unfortunately, offering the best value is no longer a guarantee of success. In the age of to-the-minute marketing, it’s also about promoting your brand through the most accessible platforms. These days, even with a website and some social media tools under their belt, firms can flounder if they don’t know how to market themselves effectively. When it comes to real estate, the fate of a business can rest on the decisions of just a few key players, so it’s even more vital the content and delivery of the material leave the right impression.

Email marketing isn’t dead

The road to intelligent email marketing has been a rocky one, to say the least. From the days of blanket spamming to the more personalised mail content of today, marketers have struggled to tap into the true potential of the medium. Despite that personalised emails have been proven to deliver transaction rates up to six times higher than traditional marketing methods, 70% of brands still fail to use them. A study by Experian found that the biggest obstacles with personalisation lie in gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%). Now, with the advent of AI and intelligent content creation processes, emails can be personalised to suit the exact needs of the individual.
In real estate, this means sending only the properties that fit the specific requirements of the customer, and it benefits everybody. The customer only gets a selection of the best properties for their needs, while the marketer increases the chance of a sale. When promoting high-value products and services, the scattergun approach to marketing becomes ever more ponderous and even less effective. Clemmie allows marketers to combine the immediacy of an email with the impact of a personalised website to connect with customers on an individual level, identifying their key interests through analytics gathered from their interaction with specially selected content.
Digital marketing for real estate

Provide instant access to the best offers

One of the biggest advantages of the digital age is the increased level of interactivity and, more crucially, the opportunity to give customers the most up-to-date information possible. For businesses today, the ability to provide instant updates can make or break a company. Digital marketing is founded on utilising the medium to increase your brand’s visibility and ensure it’s core values are communicated effectively. This can only happen if marketers ensure they have a system in place that allows content to be updated regularly with relevant information, through the best channels. Google announced recently it will begin downgrading sites that aren’t optimised for mobile. With the number of emails opened on mobile devices increasing by 30% from 2010 to 2015, marketers can’t afford to delay the optimisation process any longer.
For real estate, digital marketing requires a significant investment of time studying the browsing patterns of customers. Taking note of peak times, studying bounce rates and subsequently tailoring content are essential to the marketers routine if they want to deliver the most optimised browsing experience possible. AI has made huge steps in alleviating the time constraints of round-the-clock content updates, but it’s primary use right now is in scheduling content to go live at non-working hours. With a Clemmie InSite, you can provide timely content at any time. Not only this, but thanks to the comprehensive analytics, you can begin to build up a pattern of when your clients are most active, and tailor your communication schedule accordingly.
Digital marketing for real estate

Target the right audience

According to a study by Digital Trends, 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant. To do this, marketers must first understand who they are marketing to, and why. Drawing up a characteristics tally allows you to objectively compare different clients using similar services (you can find these in the Followers of your counterpart company’s Twitter and Facebook pages). Using these, you can begin to collate details and create an accurate picture of the typical client, and begin to understand the kind of marketing content that would most appeal to them.
Targeting the right audience may seem like one of the simpler aspects of marketing, but it can present a myriad of problems. While a business’ core ethos should remain relatively fixed, marketers have to grasp the static nature of their audience, and the means by which to reach them. This is particularly true for real estate, which requires a keen understanding of the best channels through which to market their brand. For instance, posting multi-million dollar property ads to social media sites usually frequented by 18-25-year-olds is unlikely to yield as much ROI as an ad on a luxury car website. Using web analytics tools gives marketers deeper insights into where their audiences are based, how they come to find the website and what they do when they’re there. It’s then up to the marketer to decide how content should be tailored according to these variables.
Digital marketing for real estate

Personalise the experience

With all the different channels of communication available today, marketers have more tools to personalise their content than ever before. Email marketing, connecting through social media, and personalised minisites have enabled marketers to connect with their clients on a real, personal level, but also provide their fair share of headaches. While one-to-one marketing comes with its own unique set of challenges, it can also unlock insights into the mind of your target audience. One way to do this is to ensure you are having a conversation with the consumer, not just sharing information with them. It may sound obvious, but by asking consumers directly what they want, you can begin to build a better understanding of who they are and where they fit with your brand. There are so many channels to engage with your audience now, marketers really have no excuse. Despite this, 66% of marketers claim that one of the big obstacles to personalization is securing internal resources to execute personalised marketing programs.
In real estate, there are a number of resources for personalising communications, but they can vary between tools a marketer can’t do without to tools only the creator could love. As a marketer, it’s your duty to stay up-to-date with the latest and best tools at your disposal. Read reviews, talk to other marketers, and, most importantly, don’t be afraid to try out new tools on your own material, albeit in a controlled environment. Clemmie is aiming to usher in a new era of one-to-one marketing personalisation, one in which clients truly feel valued by the brands that interact with them thanks to content completely customised to meet their needs, and a reciprocal element behind the communications that ensures each interaction is a two-way street.
Digital marketing for real estate

Digital portfolio microsite for photograpgers

Why companies need to embrace the future of email marketing now

AI, Ecommerce, Innovation, Marketing, Technology | No Comments

Much like the human race, marketing is in a perpetual state of evolution and adaptation. Unlike the human race, marketing is also in a constant game of catch-up to the tech world’s own evolutionary process. Electronic mail has come a long way since the first ever mass email (sent by Gary Thuerk, a Marketing Manager at Digital Equipment Corp, back in 1978, in case you were wondering). During the 90s, email marketing first began to take shape, but the lack of widely available internet meant mass digital marketing didn’t take off until the next decade. Unfortunately, when it did, companies soon realised they could send ‘digital junk mail’ to both potential customers and total strangers with less expenditure than traditional marketing channels.

The dawn of the ‘spampaign’

New legislation was introduced to stem the tide of unsolicited emails but to little avail. The Data Protection Act, introduced in 1998, added a clause that meant every company had to offer an opt-out from their mailing list. The Privacy and Electronic Communications Regulations act was  introduced to Europe in 2003 to draw up a clearer list of email marketing decorum, but even this failed to make a dent in the mass of daily junk mail. It wasn’t until 2004 and the introduction of the Sender Policy Framework (SPF) that users began to gain some control over what landed in their inbox. The SPF was designed to identify the IP address of a sender, making it easier to qualify if the mail was spam. Since then, new technologies have been incorporated allowing users to identify and block spam with just a few clicks, but even this hasn’t deterred everybody.
In 2009, Return Path reported nearly 30% of commercial emails sent to users didn’t even reach an inbox. The internet was changing, but marketers were reluctant to give up on already entrenched email marketing habits. So companies continued to send out mass emails in the hope the scatter-gun approach would yield at least a few new customers based on odds alone. The days of blanket advertising should be over, but marketers still persist in the ‘one size fits all’ approach. Not only does this make opening your inbox in the morning a chore, it makes it harder to trust brands that have been guilty of an indiscriminate marketing campaign in the past.
AI for email marketing

Say goodbye to spamming

Not all the arguments against blanket marketing are based on how it will affect your brand image. Most email services now have comprehensive spam blockers in place to prevent this kind of aimless advertising making it through. Applications like Gmail are continually updating their spam blocker to keep inboxes free from unwanted mail. When this technology was first introduced, marketers had to figure out a way around these spam filters. So far, the results have been mixed. Many companies have struggled to retain an appropriate brand image while still making it past the filters. That’s in large part down to the sheer amount of time required in personalising each email, and that’s where modern technology can help. With Clemmie, users only receive the content relevant to them, and each new interaction with an InSite brings an even greater level of detail specific to the client.

Adopting AI & marketing automation

More and more marketers are turning to AI to engage with potential customers on a more personal level. We’re not yet at the point where it’s impossible to tell if it were sent by man or machine, but AI has made real inroads in enabling companies to contact large groups with personalised marketing content. With email marketing technology now used by 82% of B2B and B2C companies, it’s imperative that companies embrace advances in technology, such as the AI automation of sending times. A 2013 Marketing Effectiveness Study by the Lenskold Group found that companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. So just how far will AI go? In fact, the days where marketing can be tailored to meet the needs of an individual are already here; AI technology is slowly taking on the role of content creator, courier and feedback connoisseur.
AI in email marketing

Dynamic content

Email automation has enabled a much more precise approach to marketing, but it still requires a human touch to add ensure the content isn’t too clinical, and that’s where dynamic content comes in. Dynamic content aims to create a more reciprocal experience for the consumer through constantly editing HTML content based on the user’s previous interactions with marketing material. So, if you search for a product on a B2C website like Amazon, subsequent emails received from Amazon will feature similar products. Thankfully, more marketers are beginning to realise the static, ever-changing nature of consumer’s requirements and are tailoring email correspondence to suit these needs.

Making the most of the metrics

It’s not just a person’s browsing history that can influence the content they see. By using analytics tools like Google’s, marketers can see a recipient’s location and tailor the email to include local events, or alert them to the nearest collection points. Tech-enthusiasts and marketers alike are predicting that one day every interaction we have with organisations, no matter how innocuous, will be completely tailored to an individual’s metrics. Analytics are fast becoming the most valuable asset to company revenue, so it’s vital firms understand how to utilise the data effectively. In the meantime, marketers are waking up to the need for content that is relevant to each specific user, and quality is finally taking centre stage over quantity.

Transactional emails=brand loyalty

Transactional emails are one of the best ways to engage with consumers because they are triggered to be sent out when an individual performs a pre-selected action on your site. Most marketers are only just beginning to appreciate the value of these emails to customer loyalty and the high conversion rates they inspire. After all, the open rates for transactional emails are 8 times higher than other emails. They’re easy to implement, highly personalised, drive revenue and they’re sent not as spam but in response to a request on behalf of the recipient. What’s not to like?
AI in email marketing

Moving into mobile

According to a study by Campaign Monitor, about 53% of emails are opened on mobile devices. The number of emails opened on mobile devices increased by 30% from 2010 to 2015, and around 60% of online adults in the US and the UK use at least two devices each day. With email also bringing in the biggest ROI for marketers, it’s clear the future lies in engaging with a mobile population through their email with personalised content. It’s vital that marketers hit the right note instantly, particularly when you consider that 87% of clicks come about when a recipient opens the email for the first time. With 75% of Gmail users accessing their accounts via mobile devices, marketers can’t afford to not optimise their content for the mobile generation.

The Clemmie revolution

As technologies evolve, so too do the needs of the marketer. The hot ticket for anyone working in tech today is assimilation. Just as the mobile phone has slowly integrated other technologies, software capable of merging multiple functions is now becoming a must for marketers. Clemmie works as a marketing tool, allowing you to create personalised mini websites that can be sent instantly to a prospective client, shareholder or colleague. Clemmie’s real value, however, lies in the metrics it provides after your chosen recipient accesses their unique mini-site. This enables the marketer to gather all the necessary information needed to improve client communication, such as how long clients spent on site, how many times they shared it and what content stood out. We’ve talked before about the value of small data when it comes to platforming new content, but it can apply to almost any public aspect of a brand. With personalised email messages improving click-through rates by an average of 14% and conversions by 10%, marketers need to seize every possible opportunity to personalise their content.
New Clemmie Header image

The simple truth of email marketing is there is no one way to implement it effectively, but there are a thousand ways to do it wrong. The current pace of technological change means the only way marketers can hope to stay on top is to constantly adapt their campaign methods according to what works best at the time. The methods may change, but the goal will always stay the same; to understand what clients want and how to give it to them in the simplest way, engage with them and ensure you’re meeting their needs that will encourage them to come back again and again. Advances in technology are allowing us to do this in ways we previously never thought possible, but it’s down to the marketer to use this technology to give their brand the platform it deserves.