We’re at the peak of January sales, your monthly revenue is looking great and so does your Q4 of 2019. But what are you doing after these big sale periods to turn newly acquired customers into lifetime brand loyalists? Read More
Rhys kicks off the episode with an error he’s observed, which is that teams and channels are not linking up enough. What he means by this is that brands are not connecting the same messaging throughout their available channels. An example of this is a brand’s direct mail having one message which aims to get customers online, but when that customer types it in Google, the brand doesn’t come up. Businesses themselves also miss tricks and segment their teams, so performance marketing teams may have little interaction with teams like merchandise. Luke cites this as the key reason for why these channels do not always link as effectively as they should do. Read More
People are not putting enough emphasis on CRM. This is mainly because it is generally considered to only serve email marketing purposes. What many fail to realise is that CRM can be used to reach their audiences more effectively through many means. Outside of email marketing and direct mail teams, people don’t really pay a great deal of attention to their company’s CRM, when they absolutely should. Read More
Winning customers is not as easy as it used to be. People want to be engaged with a brand for longer before buying, and this has trickled down to lower-value purchases like clothes and trainers. Social proof, reviews and social media are all of great importance when they didn’t exist as barriers at all in the past. These are all factors in why the conversion journey has lengthened. Read More
Personalisation is “something that gives you a custom experience, rather than a one-size-fits-all experience”. Although personalisation can be made obvious through addressing the customer directly through emails (e.g. Dear Marcus), for example, a lot more can be done behind the scenes to deliver the best bespoke experience possible. Read More
It is not a secret amongst those in the industry that the art of direct mail has been lost, as the birth of the internet and other digital marketing channels have offered a multitude of different options when it comes to how a marketer might want to spend their money. Read More
Junk mail is anything irrelevant to the end consumer, that is of no interest to them whatsoever, and it generally leads to a lot of wastage. As an example, the majority of Domino’s Pizza advertising is door drop, which means it targets postal areas rather than customers directly. Worse still, the minimum door drop that can be done in a postal area is 2,500, which doesn’t allow for a great deal of targeting. As Domino’s is a huge brand with relevance to most people, their mail is arguably not junk mail at all although it may be interpreted as such. Read More
Rhys, Marcus and Luke discuss why it is so important to target your markets and put out marketing campaigns that will appeal to each audience.
Marketing is ultimately about human beings, not simply keywords and data. Although the latter two do have to be factored in, they should not be the sole focus of your marketing.
Three brothers; Rhys, Luke and Marcus; start up an audience-marketing company that specialises in online advertising, email and direct mail. Family values are at the heart of Prospect Knight and the business goes back four generations!
Direct mail may appear complicated at first due to issues such as personalisation and practicality. There may also be concerns about people’s lack of general experience in how things are produced, which may instantly make this method unappealing. However, if done right then direct mail can be both simple and incredibly effective as a marketing strategy. Here are some key points that you must know about direct mail in order to maximise the effectiveness of your campaign. Read More
Marketing is interesting due to its constantly evolving nature, and is of utmost importance to any successful business. Although it has its critics, who claim that it may not be personal enough, or is simply window-dressing for companies who would be successful without it, I strongly believe that a business must market themselves on online and offline platforms in order to maximise its potential. Read More
How do we use PPC to target humans?
Firstly, I think it’s about understanding your audience.
Most audience personas begin and end with three things. Age, gender and location. Maybe some interests will be thrown in, but I think it’s important to dig so much deeper than this because plenty of us will be the same age and gender and have lots of fascinating differences between us. Read More
The marketing game is constantly evolving. New data batches across the Internet have made collecting client and customer data a lot easier, and this can be used to target marketing at specific audiences, according to their likes, generation, occupation et cetera. This approach is called a CRM – Customer Relationship Management. Read More
On the surface, online advertising, email marketing and direct mail are strangers. They never interact, staying completely in their own bubbles.
But actually – they’re more similar than you think. In fact, they all share one really important thing. Read More
Despite the fact that negative keywords work tirelessly to harmonise all areas of our accounts, appeasing any conflict between ad groups and preventing the inevitable CPC inflation that would follow, many consider them a really boring part of what we do in our PPC accounts. So, after realising the injustice of how little credit negative keywords get for the work they do, I plan to set that right by proving they are the unsung heroes of paid search. Read More
Change is not just the name of the band that produced one of my favourite disco albums of all time, it is also an inevitability when it comes to PPC, and we’ve had our fair share of positive and negative changes to Google Ads over the years (which funnily enough just rebranded from Google AdWords). Read More