Goodbye blended content, hello focused user journey
It is easy to spot pages that are blending content. “Our product is the fastest, most economical, cleanest and most comfortable in its class.” Regardless of whether this is even possible, none of these attributes will all appeal to a single customer. As marketers, we...
Delivering the integrated user experience
The landscape of different user experiences and marketing content is the user journey. Successfully managing the user journey is much talked about but rarely delivered. Whereas marketing used to be about what you said, it is increasingly integrated with how you act...
Measuring online influence and authority
To predict behaviour at scale we need to understand how people behave within a group or community. Mapping an audience and understanding online influence is crucial to maximise the desired outcome, whether to reach audiences, engage for the first time or deepen an...