Using Loss Leaders in Google Shopping

Google Shopping provides very high quality traffic for retail websites, as it is pre-qualified and very targeted.  It’s very simple to set up, and once you’re approved, then you start getting traffic pretty much straight away.  The fact that the results are included into the main natural search results for many product and generic search […]

The Real Cost of Cheap SEO

Every marketing channel that a business uses should contribute to the overall profitability of the organisation.  Whether directly by offering an individual positive ROI, or by fostering an improvement in the overall ROI achieved by that business.  An over simplification would be to divide the digital channels into two main areas: Awareness Response Awareness channels […]

Abiding Theme 5 / Measure Everything

Do you know why people call themselves gurus?  It’s because they can’t spell charlatan. The hallmark of a lot of social media campaigns is that they fall under the same lack of scrutiny as an off line branding campaign – the benefits are known to be there, but it is accepted that they are often […]

Abiding Themes 4 / The Importance of Brands

Every penny that your business has spent on office space, technology, and recruiting great staff, every advert, every piece of product development, every board decision, every customer interaction, every car in the car park, and every element in your logo contributes to your brand. Whether you’re a corporate multinational, or a sole trader working in […]