Author: Dina

22 Feb

Posted at 14:05h in Content Marketing, Digital Marketing, Integrated Marketing, SEO, Social Media by
WordPress is the best content management system for most website owners these days. It has a huge community with great plugins and themes. There are also tons of WordPress migration services on the market for those who are eager to move to the well-known CMS. So, you can use them to move to WordPress and then proceed to build an effective site. In this article, we will show you the step-by-step guide on how to optimize your WordPress website, which includes choosing a theme, creating a site map, structuring your pages for optimal search engine visibility, and more.  

1. Simple design

  Optimizing a website is about a lot more than just picking a theme and a few plugins. If you're going to be building a website for yourself or a client, it's imperative that the site loads quickly and that there are no barriers to accessing it. 

21 Feb

Posted at 13:37h in Content Marketing, Digital Marketing, Integrated Marketing by
In this next installment of our series on major trends in communications for 2022, we're talking about interactive content as part of a strategy that works in tandem with emotional marketing and ephemeral content. As we discussed in our piece on ephemeral content, one of the top tips to ensuring your content has impact is to involve the viewer's input in some way. Whether it's taking a quiz or a survey, or playing a game that supports what you're sharing, allowing your audience to interact with your content creates an immersive and memorable experience. Interactive content is the next level in content consumption and engagement that lets viewers interact with the content instead of passively view it. Previously the engagement tactic for most social media, e-mail marketing, blog posts and multimedia content was to encourage viewers to like, reply or share to engage and spread the word. Interactive content is a more rewarding, real-time way for your audience to feel engaged and connected to your brand.

20 Jan

Posted at 08:25h in Content Marketing, Digital Marketing, IMC, Integrated Marketing by
Continuing our series on major trends in communications in 2022, in this installment we're discussing ephemeral content and how to harness it for effective marketing.

What is Ephemeral Content?

Traditionally in marketing and communications emphasis has been on evergreen content - something that will stay visible and relevant for years. Evergreen content is still important and forms the backbone of many websites, including blog posts, white papers or case studies, and complementary media like videos or podcasts. However, over the past few years there have been more and more opportunities to experiment with ephemeral content, which is any content that disappears quickly - usually after 24 hours - and can't be found again. Ephemeral content is mostly based on video and social media platforms. Snapchat introduced the world to the concept, but virtually all major social media platforms now have ways of posting something that is designed to be seen for only a short time.

How Is It Used?

Celebrities frequently use this kind of content to showcase personal videos, and in general ephemeral content is very popular as a way to share something personal people don't necessarily want on the internet forever. In some ways, it could be considered the evolution of "felt cute, might delete later" culture, but with a mechanic in place to make it easy and acceptable.

07 Jan

Posted at 14:33h in Content Marketing, IMC, Integrated Marketing, Social Media by
Welcome to the first in a four-part series in which we'll be exploring major trends in communications for 2022. In this initial installment, we're examining the concept of emotional marketing, its traditional definition,  and its current state. People have been appealing to emotions to motivate others for millennia. Aristotle himself established techniques for emotional appeals that were quite persuasive. While appealing to emotions may seem manipulative, it's usually not nefarious. Emotional marketing connects people with the things they want and need on a deeply personal level. True, some marketing and advertising campaigns play on negative feelings of fear or greed.  Here, however, we're looking at how emotional marketing can elicit positive results, and why it's a major trend in communications with tremendous staying power.

What is emotional marketing?

Emotional marketing identifies and builds on an audience's emotions to market to them more successfully. Rooted in current best practices in research and behavioral psychology,  today's emotional marketing requires a deep understanding of the feelings a specific audience has toward a product or service and its competitors.  To work, emotional marketing has to get a good handle on an audience's vibe, and how it affects their view of the entire product genre. A very simple example is marketing campaigns for online talk therapy providers where emotional marketing is essential to conversion. The target audience naturally includes anyone who's experiencing distressing emotions and could benefit from online mental health counseling. You don't have to look far on Twitter to see people tweeting about their struggles with mental wellbeing - and you also don't have to look far to see ads for these therapy providers in the same places.

Is it ethical?

20 Sep

Posted at 14:55h in Data by

It’s no shock to anyone who works with analytics and data that AI is changing everything. From automating some of the data analysis processes of the past to new promising ventures with Big Data and machine learning, major things are coming to this element of...