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By Karina Tama – Rutigliano

Marketers are always looking for strategies to gain top rankings in search engines. Just when you think you’ve tried every keyword and linking strategy known to man, the search engines change their algorithms. You find yourself going back to the drawing board to beat your competitors with a new strategy.

The latest algorithm updates put a new spin on SEO ranking. Keywords and linking are still relevant, but SEO is evolving and favoring a new model called topic clusters. Using topic clusters requires new ways of thinking about SEO. It also requires changing the architecture of your content.

Why Search Engines Keep Changing

Search engines keep changing because consumer behavior keeps changing. Technology is evolving, and consumers are evolving with it. They’re learning how to use it, which also means they are expecting more from it. For example, people are no longer putting the word “housekeeper” into the search box. They’re more likely to input a sophisticated phrase, such as “find me a reputable and reasonably priced housekeeper in Boston.” The customer will be looking for results that are accurate and relevant.

Every time there’s a change in consumer behavior, search engine developers get busy redesigning their algorithms to match consumer behavior. The Google Panda update in 2011 forced digital marketers to stop overusing keywords and start producing quality content. Some marketers thought that the Hummingbird update was the official switch to changing SEO patterns because it focuses on phrases rather than keywords.

In 2015, the RankBrain update broke the mold with a machine-learning algorithm that could understand phrases in search queries and put them together with the customer’s intended context. Google picks up multiple phrases and keywords from past searches on similar topics. In this way, the search engine “sees” what the consumer is looking for within the intended context. According to HubSpot research, after the RankBrain update, websites that had greater numbers of interlinks got better placements in search results. Sites with a lot of interlinks also got more impressions. 

Using topic clusters creates many interlinks. This new marketing strategy tells the search engine that you’re an authority on the subject because you have the highest quality of content, and it links to many other pages of high-quality content on the same topic. I like to think of topic clusters as spokes on a wheel. A single pillar page acts as the main hub.

Our pillar is in-home care for seniors. I set up several subtopics, such as senior care costs, quality senior care, care for Alzheimer’s and memory loss, etc. These topics form the center of the hub. Then, I expand on each topic with many more articles, linking each one to the center hub and to the others. A content hub about in-home costs for seniors might include interlinked articles about how much in-home care costs, how families fund it, how to blend family caregiving and professional care, and more. I then do the same with the other subtopics to create cleaner, more streamlined content architecture.

These topic clusters signal to the search engine that my company’s website covers our industry with a wide lens. It tells them that we’re a leading authority on in-home care. The result is that they’ll reward my efforts with a higher ranking.

Tips And Tricks For Topic Clustering

Try to keep the subtopic broad enough that you could easily add 30-40 posts on topics related to it. The topics that you add to the subtopic hub must have some type of connection. Each subtopic should cover one area of knowledge related to your industry. The interlinking topics connected by spokes (links) take your audience into greater detail.

Put solid thought into your subtopics. Are there any topics that you need to compete with other companies over? What do your customers need to know more about? Map out the problems that you know your customers have, and create subtopics around problems that you can help solve with your solutions. Take a look at your frequently asked questions to spark your imagination for even more topics. If your customers are asking the same questions, you need to create content to answer them.

Using topic clusters doesn’t mean that you should forget about other marketing strategies like keywords. I still use them in the content of the articles I create and add to the subtopic hub.

Looking Toward The Future Of Topic Clustering

Give yourself time to create new clusters for topics. A helpful resource for creating your new content architecture is to repurpose and revamp existing content. After it’s been on the web for a while, you can measure the results and restrategize if necessary.

Developers are also taking a look at how new tools can help website owners analyze and master cluster topic strategies. As a marketer, I look forward to these resources.

Feature Image Credit: Shutterstock

By Karina Tama – Rutigliano

Karina Tama – Rutigliano is the Senior Digital Marketing Manager at Caring People Inc. where she leads SEO, PPC and content marketing.

Sourced from Forbes

By Michael Thompson

Tell me if this sounds familiar? You sit down to write and you stare at your computer and think to yourself, “Shit, I have nothing to say.

Like many people, I began to write because I had something to say.

However, as time passes, and writing for fun turns to habit, more times than not, I sit down and start writing, and hope the creative process wins. Some days it does. Most days it doesn’t.

There is loads of truth to the words of Charles Bukowski, “Find what you love and let it kill you.

I am not a professional writer, but over the last year or so, despite not knowing what I was doing, I started to write, and immediately learned what I had to say, some people wanted to hear.

The first comment I wrote online became part of Stephen Pressfield’s blog on how to pitch your product. The first article I wrote got picked up by Fast Company, and shared by INC. I had the same luck with a handful of other publications I liked. Most importantly, I got on the radar of a few people I had previously admired only from afar.

Life was sunshine and rainbows, then reality hit.

Writing about a few key past experiences and the lesson I learned came easy. However, writing for the sake of writing is hard.

This early recognition was both a blessing and a curse. Sure it was nice to be noticed and learning I had a talent, where I thought none existed, did a world of good for my confidence in a few areas. But writing consistently over the last year has taught me I was not nearly as creative as I thought.

Over the last fifteen months I have never had more doubts about myself, and this is exactly why I know I am only at the beginning stages of being creative — because it hurts.

The only part of the creative process that runs consistent is doubt.


When speaking about the reality of making art, and the pain that comes with making it, Artist Christoph Niemann said, “We measure ourselves against a lucky moment. And this is really painful.

We do something great and we are expected to do it again. But it is hard to repeat success, and even worse, when it comes to creative endeavours, we know we cannot repeat it.

When making art, your next work is rarely your best work. In fact, for anyone that creates anything, we know this is the furthest thing from the truth and constantly think our best work is behind us.

Nothing ever magical happened by planning to create magic.


So How Do “Creatives” Keep Making Magic?:

Photo by Niklas Hamann on Unsplash

When I began writing, I read every book I could about the process of the current and past greats. I learned a great deal. But at the end of the day, the conclusion I came to in regards to the perfect writing process, is that it does not exist.

The perfect writing process is writing everyday.

The perfect writing process means staring at a blank page and having the faith a lucky moment will take place.

Athletes practice everyday.

The best salesmen make their calls everyday.

The best musicians pick up their instrument everyday.

Same goes for writers and anyone pursuing creative work.

You have to start again — everyday. Again, again, again.

You sit down with a handful of thoughts running through your head and with each written word one path becomes clearer than the others. You recognize it, and you continue. However, just because you found momentum does not mean it will be any good.

Making a point is hard.

Cutting everything that is not essential is hard.

Leaving in the parts that open you and scare you because being vulnerable is the part that best connects is hard.

But that is what “work” is, and I have learned that “working” is the only way to take off the pressure put on by others and the pressure we put on ourselves.

It is not about hoping inspiration will strike.

It is about sitting down and starting.

Starting everyday is what gives amazing a chance, and this is the best a creative can do, give amazing a chance, everyday.

“Inspiration is for amateurs. Us professionals we just go to work in the morning.” — Chuck Close


The desire to be original is overrated:

Like anyone who creates, I want to be original.

I want to say, make or write something that nobody has ever heard, seen or read.

But over the last year I have learned the dangers of trying to plan to say, make or write something original.

Creativity does not mix very well with plans. Planning is not how creativity works. And it is certainly not how art connects.

The best writing, the best ideas, the best speakers, share experiences that relate to other human beings.

The best art, the best ideas, the best writing takes something people are familiar with and either simplifies it, or adds onto the conversation, exposing something others have not heard, seen or read before.

This is all innovation is in 2018.

This is all art ever was — drawing someone in with something that feels familiar to them and evoking a feeling or emotion that was not there a minute before.

I do not know about you, but I find comfort in this. I have spent too many days trying to be creative, I forgot the most important ingredients — learning from others, mixing it with me, and allowing my curiosity and fingers to fly.

It does not mean it will be magical.

But it does give magic a chance.

An hour ago I had nothing to say.

Do what you love and let it kill you.


If you have enjoyed reading this story, please give it a “👏” and me a follow so other people will see it here on Medium. Thanks again for choosing to spend your time here — means the world.

Feature Image Credit:  Mubariz Mehdizadeh on Unsplash

By Michael Thompson

Sourced from The Writing Cooperative

By Brown Hill

These Strategies Can Be Utilised To Increase Leads, Return On Investment And, Most Importantly, Sales

The world of B2B marketing is ever evolving, and today’s marketing team needs to be able to adopt new strategies and leverage a mix of technologies that educate, engage and increase conversions. Having a well-defined strategy is the key to improving the effectiveness of your B2B marketing efforts. There is no scope for any mistakes in B2B marketing. Because if you fail to impress one company about your services, then your potential target audience shrinks immediately.

Today we are going to cover the top five B2B marketing strategies that you can use to increase leads, return on investment (ROI) and, most importantly, sales.

Content Marketing

Most companies do a great job of explaining what they do but fail when it comes to using more dynamic content (blogs, videos, infographics) to show how they can help. You may have heard this repeatedly, but content marketing continues to rule strong for B2B marketers. In the past, a sales representative, dealer, or channel partner was the key point of contact for gathering information.

Content continues to cover the web and for performance-oriented marketing professionals, finding new and creative ways to show content can be a real challenge. According to a recent study by Regalix, 80% of senior marketers said creating marketing collateral is a top priority. In another study by TopRank, the most effective content marketing tactics according to B2B marketers are:

  • In-person events (70%)
  • Case studies (65%)
  • Videos (63%)
  • Webinars (63%)
  • Blogs (62%)
  • Newsletters (60%)
  • White papers and research reports (59%)

Interactive B2B content possibilities are only as limited as your imagination, and budget. Your writers should prepare a content-based experience for the target audience so that they fall in love with your services quickly.

Build Relationships

All marketing activities should be directed to establishing, developing and maintaining successful relationships with customers. Customer satisfaction is imperative to the success of any B2B company. Without happy customers, a business will struggle to achieve the rest of its goals. Your customer support team can help maintain positive relationships and improve customer retention rates.

Here are 5 ways to improve your B2B relationships:

  • Know yourself.
  • Re-imagine your B2B relationships.
  • Consider “scalability” in all that you do.
  • Find B2B partners with complementary technology.
  • Improve trust to enhance further partnering.

Large or small, improving your relationship with each and every prospect will undoubtedly have a positive effect on your ability to generate more, high quality leads now and in the future.

Make a Relevant Call To Action

Do you want to boost email engagement and conversion rates for your brand? No matter your business, CTAs can help you engage subscribers and encourage them to take action. Good CTAs build brand awareness, increase web traffic, and ultimately result in more conversions and sales.

Why Are Calls-to-Action So Important?

For those of you new to Inbound, strong CTAs are an essential part of a conversion path and the lead generation process. Check out the Act-On Center of Excellence to find resources that help you create more effective emails and landing pages in order to optimize the results of your next campaign.

The use of effective calls to action by email can help you generate conversions, but they are not all you need to consider for an effective email strategy. All of your website’s power comes to a fine point in the CTA. The user’s action is what it’s all about. Once you understand the basic of what a CTA is, its function, purpose, and appropriate content and use, you can create CTAs that improve conversion.

Digital Marketing Channels

What are the top digital marketing channels for your company? Is it Email Marketing, PPC, SEO, partnership program? Before starting to plan an effective digital marketing strategy, you must understand the different channels of digital marketing. The digital marketing has introduced several digital marketing channels that help advertisers target the right audience and attract them to the product or service that is marketed.

Popular Digital Marketing Channels

  • Social Media Marketing
  • Search Engine Optimization
  • Pay-Per-Click Advertising (PPC)
  • Email Marketing
  • Content Marketing
  • Affiliate Marketing
  • Display Advertising
  • Online PR

By setting up a digital marketing campaign for your company, you cannot rely on just one resource to generate all the results you want. The right digital marketing channel for your brand or business also depends on your brand’s business goals. Each marketing channel has to be evaluated for its relevance in your overall marketing strategy and needs to be aligned in keeping with your business objectives. With so many companies turning towards digital marketing, it’s important that you pull your socks up and make optimal use of what you can.

Marketing Automation

However, for B2B marketing specialists, evolving technology is not always a bad thing. The evolution of marketing automation is creating new opportunities for marketers to deliver better quality leads to their sales teams, bridge the gap between marketing and sales, and measure their direct impact on their business.

As companies that provide B2B services look to implement more effective marketing strategies, marketing automation has become one of the most useful tactics being implemented. In fact, the use of marketing automation by B2B companies increased by 1100% between 2011 and 2015.

Faced with these challenging market dynamics and increasing ROI pressure, B2B marketers at companies of all sizes can gain these benefits from a marketing automation:

  • Perfecting the Client Experience
  • Lead Nurturing
  • Increase in Revenue
  • Decreases Lead Conversion Time.
  • Reduce Marketing Costs
  • Customer Retention
  • Receive Multi-Channel Efficiency

As it stands today, business competition has reached cutthroat levels, and the marketing landscape is no exception. Now is the time to re-examine your essentials, take an inventory of current capabilities and talk with your marketing automation section and other marketing and sales technology providers.

Note: The views and opinions expressed are solely those of the author and does not necessarily reflect the views held by Inc42, its creators or employees. Inc42 is not responsible for the accuracy of any of the information supplied by guest bloggers.

By Brown Hill

Sourced from Inc42

By 

The rights of photographers are increasingly under assault from every direction. From credentialed photojournalists getting arrested while photographing protests in Ferguson to social media outlets monetizing commercial photographers’ uncredited and unlicensed works, with every passing day photographers’ rights are challenged in new and ever more difficult ways to defend. The most effective way to push back is by joining one of the industry trade groups created explicitly for this purpose.

Along with offering valuable member benefits such as discounted insurance, software and travel services, to networking, customer referral and professional education, the primary benefit national photography organizations provide is their advocacy on behalf of all photographers. Organizations such as APA, ASMP, PPA and NPPA give photographers a voice—when it comes to lobbying Washington legislators on issues of importance to photographers everywhere and when it comes to influencing public opinion, the collective voice produced by photographers banded together in these organizations is infinitely louder than we could ever be on our own. Together, the dynamics change; tens of thousands of photographers together have the influence to bring about positive change.

It’s obvious that activities such as lobbying congress and general advertising cost money. It’s through the collection of dues paid by members that trade organizations can afford to advocate meaningfully on photographers’ behalf. The National Press Photographers’ Association (NPPA), for instance, says on the advocacy page of its website that it sees its primary responsibility as advocating on behalf of photographers in areas including “First Amendment access, drone regulations, copyright, access and credentialing, cameras in court, ‘ag-gag’ laws, unlawful assault on visual journalists” and many other issues that matter not only to professional photographers but also to the public at large.

According to Juliette Wolf-Robin, executive director of American Photographic Artists (APA), advocacy is her organization’s principal duty. She says it’s never been more critical.

“Our copyright laws and their enforcement,” Wolf-Robin says, “have not kept pace with the technology that allows the theft of protected works by the simple click of a button. Couple these factors with the forces of greed, an underfunded Copyright Office, an uninformed public, ill-informed lawmakers and judges and we now have a perfect storm that is causing our nation to lose its way in upholding what the framers of our constitution understood to be a pillar of our nation’s strength.”

“APA understands that artists, writers and creators are in the fight of their lives,” she continues, “where numbers make the difference and it requires all hands on deck. That is why, now more than ever, it is imperative that creators of all stripes band together with their colleagues by joining advocacy trade groups such as APA to protect their rights and livelihoods and those of the creators who will follow.”

Wolf-Robin says APA has, over the last several years, partnered with stakeholders from other advocacy organizations not only in the photography world but those from the fields of graphic design, music and publishing in order to protect creators and their livelihoods.

“APA has joined lawsuits, lobbied congress and hired experts,” she says, “to work with the U.S. Copyright Office. We write, publish, share information and organize campaigns. APA has also been working closely with a coalition of visual associations and author groups to support the establishment of a small claims tribunal for copyright and to modernize the Copyright Office. Through ongoing lobbying efforts and face-to-face meetings with key members of congress, we are proud that these efforts are taking the form of a comprehensive copyright reform bill—the first time copyright law has been significantly addressed and updated in roughly a half-century.”

One particularly notable recent addition to APA’s ranks is longtime advertising photographer Norm Clasen, who believes so much in the organization’s mission of advocacy that he’s pledged more than his fair share to the cause. For more than 12 years, Clasen worked on ad agency Leo Burnett’s Marlboro account, photographing the brand’s iconic cowboy for billboards, store displays and magazine pages. He’s now embroiled in a case against another artist who re-photographed many of Clasen’s images. It’s this erosion of photographers’ rights that most bothers Clasen, so he has decided to come out of retirement to try to engage as many photographers as he can to advocate for changes to an outdated and unfair copyright system.

“I think you need to be part of an organization,” Clasen says, “whichever one you want, whether it’s APA, ASMP or PPA, whatever it happens to be, join that organization, get involved, learn what’s going on. Education is a big part of what I would like to start because a lot of the photographers that I talk to today don’t have any clue how to go about even registering a copyright.”

“The only way it’s going to change is if it’s a collection of people who hang together,” Clasen says. “It cannot be a single person. We all have to work together. We need to have a show of strength and a buildup of numbers, not only amongst the photographers, but also amongst the artists, writers, even the public.”

When the Los Angeles County Museum of Art announced an exhibit of the re-photographed cowboys, Clasen decided to stage his own showing at the same time and at a gallery just a few miles away. A portion of the proceeds from his Titled (Cowboy) exhibit, which shows many of the original cowboy photographs from the Marlboro campaign, will be donated to APA specifically for helping other photographers defend their copyrights in U.S. courts.

“I’m looking at a younger generation of people who are coming along in this profession,” Clasen says, “and I believe if we don’t do something to find some real case law that works in favor of those who have authored work, we’re just going to dig a deeper and deeper hole. Right now is the time to make the effort. But it’s going to take a lot of energy on the part of a lot of organizations working together with their attorneys and with their members and the public to understand what’s going on here. And it’s going to take funding because you can’t do it for nothing. I am really dedicated to trying to work with the various organizations that represent artists to see if we can’t bring this to a head.”

If an issue may impact a photographer’s ability to earn a living, it’s likely that one of the major U.S. photography organizations is working diligently to address it. Here’s a quick look at a few of the most prominent organizations photographers may want to consider joining.

American Photographic Artists (APA)

Founded as the Advertising Photographers of America, APA changed its name in order to underscore its desire to work with and for professional photographers of all kinds in order to “improve the environment for photographic artists and clear the pathways to success in the industry.” Anyone who earns their income from photography is now welcome to join one of the nine APA chapters around the country. APA’s headquarters is in Los Angeles. www.apanational.org

American Society of Media Photographers (ASMP)

Originally organized for editorial photographers (that M was once for “magazine”), ASMP now represents practically any working photographer—from editorial and advertising to corporate and more. Its mission is to create “sustainable information, advocacy and communication systems designed to empower and educate still and motion photographers.” There are 39 local ASMP chapter offices and the national headquarters is in New York. www.asmp.org

Professional Photographers of America (PPA)

Billed as the largest professional photographers’ trade organization in the world, PPA is appropriate for photographers of all types. The organization has its roots in the world of business-to-consumer photography, with a membership especially popular among wedding and family photographers who regularly use PPA certifications as a mark of distinction. Headquartered in Atlanta, PPA has been around for nearly 150 years and boasts more than 30,000 members in 27 chapters nationwide. www.ppa.com

National Press Photographers Association (NPPA)

Organized for visual journalists of all types—including newspaper and magazine photojournalists, TV news photographers, editors and visual journalism students—NPPA strives to “vigorously promote freedom of the press in all its forms.” The organization consists of more than 6,000 members and is based at the University of Georgia’s Grady College of Journalism and Mass Communication. www.nppa.

Norm Clasen’s Titled (Cowboy) is on display through April 21 at M+B Photo Gallery in Los Angeles. More information at www.mbphoto.com.

By 

Sourced from Alpha Universe

Sourced from Forbes

Snap has had a relatively difficult couple of weeks, as it faced a user backlash after it launched a redesigned version of its application, causing over a million users to sign an online petition asking the company to revert to the older version of the application. The company has also been contending with some high-profile celebrity user defections from its platform. Moreover, the recent controversy surrounding Facebook’s data leak also appears to have created some negative sentiment around social media stocks in general. However, despite the recent issues, we believe that there are multiple underlying trends that could help the company in the long-run.

We have created an interactive analysis outlining our expectations from Snap in 2018. You can modify the drivers (with blue dots) to arrive at your own price estimate for Snap.

Snap Could Actually Be a Beneficiary of Facebook’s Recent Troubles

Data firm App Annie has indicated that Snap’s download rates have remained quite strong despite the fact that the core user base was unhappy with the redesign. This could be due to the fact that the new app is easier to use for older users, allowing Snap to expand beyond its core demographic of 18 to 24-year-old users. Moreover, Snap could actually capitalize on Facebook’s recent troubles, to a certain extent as users leave Facebook’s flagship social network. It’s possible that Snap could be viewed in a more favorable light considering the ephemeral nature of its core interaction (Snaps) and its greater focus on one-to-one communication, versus Facebook’s more public post/newsfeed format. While Facebook has alternative platforms such as Instagram, which is still growing, the overhang surround the core product could impact its overall growth.

Snap’s Focus On Programmatic

Snap has also been taking significant strides in monetizing its platform via programmatic advertising. Although Snap’s ad prices continued to plummet over the fourth quarter (price per ad impression declined by 25%) with the company shifting from a direct sales model to an automated auction-based model, the company is seeing volumes ramp up, allowing revenues to expand. Programmatic sales will help Snap fill up the inventory being created by its growing audience and increasing ad loads.

Trefis

Digital Duopoly Grip Over U.S. Market May Be Decreasing

Facebook and Google’s share of the U.S. digital advertising market is expected to drop in 2018, marking the first decline in several years. According to eMarketer, the digital duopoly will together hold 56.8% of US digital ad spending in 2018, down from 58.5% in 2017. Snapchat, on the other hand, is expected to see its overall revenues jump by over 60% this year. The metric could grow at a faster pace, considering that advertisers could shift some ad dollars away from Facebook to other platforms.

What’s behind Trefis? See How It’s Powering New Collaboration and What-Ifs

For CFOs and Finance Teams | Product, R&D, and Marketing Teams

More Trefis Research

Trefis Team , Contributor

Sourced from Forbes

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The UK is throwing its weight behind the creative economy with the launch of a £150m fund created in partnership between government and industry as the countries new industrial strategy takes hold.

The Creative Industries Sector Deal was brokered with the Creative Industries Council to offer additional support and opportunities for part of the economy valued at £92bn and employing 2m people.

£33m of this is being earmarked specifically for virtual reality games, interactive art shows and augmented reality tourism, a relatively small amount of upfront capital that it is hoped will increase Britain’s share of global creative immersive content to £30bn by 2025.

Secretary of State for digital, culture, media and sport, Matt Hancock, commented: “Our creative industries will help develop the talent of the future, ensure people are rightly rewarded for their creative content and give our firms the support they need to compete on the global stage. Millions of people around the world enjoy our world-class artistic and cultural output and we want Britain to stay a frontrunner in these vibrant sectors.”

Other aspects of the far-reaching deal include the establishment of a creative industries trade and investment board; fresh moves to crackdown on copyright infringement and the establishment of The London Screen Academy offering creative diplomas.

In a bid to communicate the opportunities opened up by this new industrial strategy the Advertising Association has formed a new group, called Promote UK, which will be led by Jamila Saidi, director of Great International Trade Campaign, and DIT’s first advertising sector specialist, David Moody, to push Britain as an advertising hub in tandem with the government’s efforts.

Promote UK will be chaired by Janet Hull OBE, IPA director of marketing strategy with over 30 participating companies at launch including 18 Feet & Rising, The Seven Stars, AAR, Above+Beyond , adam&eveDDB, APA, Bang TV, DMA, Feref , Framestore, Gravity Road, Grey, IAB UK, IPM, Iris Worldwide, Karmarama, Kinetic, Kingston Smith, London & Partners, M&C Saatchi, MBA, McCann, Mother London, Mindshare, MRS , Nexus Studios, Ogilvy, Park Pictures, Rattling Stick, Seven, St Luke’s, System 1 Group, Thomas Thomas Films, VCCP and Y&R.

Janet Hull, Promote UK Chair, added: “We want buyers to feel that, unless they choose a British company, they have not quite bought the best there is. This emotional connection will help to underpin rational selection processes. By co-ordinating efforts across the sector and partnering with Government, and embassies around the world, we will be able to expend our collective reach at a critical time when the UK needs to be even more visible on the world stage.”

The creative industries have long been applying pressure on the government to include it within its industrial strategy alongside the likes of oil and gas extraction and vehicle manufacturing.

 

By

Sourced from THEDRUM

By Mark Dorman

Adverts from coach firm Megabus promising seats from £1 have been banned – as only one was available on some journeys.

The Advertising Standards Authority intervened after Megabus admitted that when its website offered £1 fares from Aberystwyth to Birmingham, there was only one seat for that price to travel on 10 October.

A London to Bath route had five stops along the way and while three tickets were theoretically available for £1, only one covered the whole journey.

“We therefore concluded that the ‘From £1’ claims relating to the Aberystwyth to Birmingham and London to Bath routes on the website and in the Facebook ad were misleading because the availability of £1 fares was not what consumers would have expected based on the claim in the ad,” ruled the watchdog.

The ASA also challenged another web ad that listed routes from Leeds to new Yorkshire destinations, claiming: “As always, our fares are from £1*.

And it questioned a Facebook post that promised “day trips from £1*” from London to Bath.

View photos

A second Megabus advert that has been banned by the watchdog (ASA)

The ASA found that only 4% of fares for the Aberystwyth to Birmingham route were available at £1, and 3% for the London to Bath route.

The adverts must not appear again in that form.

“We told Megabus to ensure in future that when using ‘from £1’ price claims a significant proportion of the advertised fares were available at £1, so that consumers would have a reasonable chance of obtaining the products at the advertised ‘from’ price,” said the ASA.

MORE: East Coast Mainline could be back in public hands ‘within weeks’

A spokeswoman for the company, which is operated by Stagecoach, said it “”always provided clear and transparent pricing for all of our customers”.

She added: “While we will continue to offer seats from £1, in line with recommendations from the ASA, we have decided to focus our marketing on the great value that all megabus.com fares offer, along with welcome extras such as on board wi-fi and charging points.”

Megabus also said £1 fares were generally available if the booking was made more than four weeks in advance, but this depended on the route, how many stops the journey involved and how many full and partial route tickets had been booked.

By Mark Dorman

Sourced from Yahoo Finance

By  ,

Raise your hand if you are aware that Don Imus is retiring this week after 50 years on the radio.

It is possible many of you had not heard this. I did not hear about it until I received a press release from CBS News some time last week in advance of this past weekend’s edition of “CBS Sunday Morning.”

The news release announced that Imus would be seen on the show in a farewell interview conducted by Anthony Mason. And so he was. You can watch the segment here.

Imus’ decision to retire did make news for a day or so back in January, following a tweet from his radio show. But like so many media milestones today, the news did not seem to resonate or spread, or even sustain itself for more than a 24-hour (or less) news cycle.

 

There was a time when the concept of a world without Don Imus on the radio was unthinkable. This week, that world suddenly becomes very thinkable. Imus is scheduled to have his last broadcast Thursday morning (March 29). After that, “Imus in the Morning” will be no more.

His retirement has more to do with the aging process than the relative strength or popularity of his radio show today. As noted in the “Sunday Morning” piece, Imus is 77 and battling emphysema.

He seemed exhausted, but he has long seemed that way. Given the lifestyle he maintained for many years, not to mention the early hours of a job that required him to talk for four or more hours every day, it is surprising that Don Imus lasted this long.

All those years in the public arena, airing his opinions on every subject and issue known to mankind for five decades, must have been exhausting.

Most of Imus’ 50 years on the radio unfolded in the era before the Internet changed and flattened all media. A guy like Imus, heard on more than a hundred radio stations every morning, held enormous power — or so it seemed at the time.

In the “CBS Sunday Morning” piece, a 1997 cover of Time magazine was shown featuring “The Most Influential People in America.” Imus was one of them. So were Rosie O’Donnell, Tiger Woods, Madeleine Albright and “Dilbert” cartoonist Scott Adams.

Was there really a time when Rosie O’Donnell and “Dilbert” were influential? Apparently, there was. Time magazine was influential too in 1997, but not anymore.

In the era before the Internet, personalities seemed bigger. Restricted only to the “big” media prevalent at the time — TV, radio, newspapers and national magazines — the pool of so-called “influencers” (a term coined in the Internet era, not before it) was smaller.

Since there were fewer of them, and the circulation of their media platforms (viewership, readership, listenership) was so much higher than any comparable media today, their influence was more acutely felt.

Who has such influence today? Rachel Maddow? Sean Hannity? Maybe they have some, but their audiences are much smaller. And their viewership is made up of people who already agree with them. They are preaching to niche choirs.

Except for the national, communal experience of watching the Super Bowl on a winter Sunday, there is no mass media anymore — at least not in the way we once understood the term.

Media personalities such as Don Imus were lucky to work in the era they worked in. Everybody knew who they were. For better or worse, their most outrageous utterances made news because people — a mass amount of them — cared about what they said.

Media personalities today will never know the joys of mass popularity of the kind enjoyed by Imus and his radio peers — a short list that includes Rush Limbaugh and Howard Stern.

Those of us old enough to remember Imus and his era should thank him for a job well done. There will never be another one like him.

By  ,

Sourced from MediaPost

By Monique Serbu 

Smarter advertising is needed … whether you’re managing a multi-million dollar marketing budget or scraping ad campaigns together with pennies.

Many of the pricey ads that appear in Times Square or during the Super Bowl get a lot of attention. However, their cost doesn’t determine their success.

By thinking creatively & taking advantage of advancing technology, smaller brands on limited budgets can enjoy the same positive results as bigger players.

Get inspired by smaller brand strategies below, and see how their ads compare to recent big-budget favourites.

1. Smarter Advertising By Thinking Outside Traditional Media

Not every ad campaign needs to air on TV during primetime hours.

To better promote the MiniCooper to unimpressed drivers in the United States in the early 2000s, Mini’s Let’s Motor campaign spent its $25 million budget less traditionally, with positive results.

The brand, which was trying to increase exposure in the US market, traded pricey TV ads for face-to-face interactions with their audience at malls & busy public places.

Instead of trying to beat already established brands on their home turf, Mini chose a new strategy.

In the end, the effort doubled brand awareness after one year. $25 million may still seem like a huge budget to a small brand, but with many automobile companies spending $2 to $3 billion dollars on advertising per year, the individual campaign was comparably affordable.

Don’t forget to consider new channels or places your dollar could go further, even if you’re alone among your competitors. Rather than getting stuck in a rut, you could find yourself ahead of the curve.

2. Partnering Wisely

The Art Institute of Chicago doesn’t have the deep pockets of a major corporation, but with a savvy idea for a partnership with Airbnb, the museum, working with Leo Burnett Chicago, took $500,000 and created their most visited exhibit ever—and a $2 million boost in revenue.

As the first US museum to ever exhibit all three paintings in Van Gogh’s “The Bedroom” series together, the Art Institute of Chicago wanted to raise awareness and ticket sales ahead of its historic opening.

To do it, the museum trusted Leo Burnett Chicago to build a replica of the bedroom depicted in the paintings. Then, each bedroom was made available for anyone to rent on Airbnb.

Talk about smarter advertising!

Rather than investing in routine or traditional advertising, Leo Burnett improved the brand’s reach drastically by choosing an unexpected platform.

Consider partnering with other brands for smarter advertising. Choose companies your target audience already trusts and pitch a partnership that could be mutually beneficial.

3. Get Inspired, then Scale

Lamenting the fact that you can’t afford to buy prime ad space?

Try taking inspiration from larger brands who can, and then scale down.

One 30 second ad in the Super Bowl cost $5 million dollars in 2018.

Facebook and Instagram, by contrast, have advertising options that fit a variety of budgets, and a newer Facebook feature called Flex Targeting allows you to send your ads out only to customers who match profiles you set up ahead of time.

This is a great way to make sure you’re spending efficiently by reaching the right people.

Even large brands are becoming more sensitive to where their ad dollars are going, with Proctor & Gamble as the latest big-name brand to improve its efficiency by slashing a bloated budget.

A few things large, expensive ad campaigns are often (though not always) good at? Beautiful imagery, effective messaging, and good laughs.

Even if your next ad campaign will look nothing like a Super Bowl ad, large-scale campaigns can serve as inspiration.

While being able to spend more may always remain a goal for you, it isn’t the ticket to effectively increasing brand awareness or your customer base.

Even established brands have to be realistic about what they can spend.

Smarter advertising is a constantly evolving strategy!

Smarter Advertising Is The Future

We’ve seen firsthand what happens with stale advertising. It takes daily optimization and innovation to keep conversions steady during your campaigns.

That, along with the new trends and “rules” of digital advertising, mean you need at least one person dedicated to your advertising efforts.

Lastly, pricing alone doesn’t dictate the success of your campaigns.

Even small budgets have seen big wins … and that’s truly what smarter advertising means!

Read more at https://www.business2community.com/marketing/3-strategies-smarter-advertising-budget-02034640

 

By Monique Serbu 

Sourced from Business 2 Community

By Tim Peterson

Brands are pumping more money into non-standard ad formats like branded content, but sometimes the hardest part of the sell can be brands’ media agencies. In the latest in our Confessions series, in which we grant anonymity for honesty, we spoke to a digital media executive whose company primarily makes its money from non-traditional advertising, like branded content and in-person events, about the biggest obstacle to doing those deals.

What’s the biggest impediment to your business?
I wish the media agencies would go away.

Why’s that?
Because they’re not incentivized to make innovation happen. They still are often living in this world of web-based impressions, banners, programmatic advertisements that, understandably, are very measurable from a quantitative perspective. But for digital advertising to move forward, we need to come up with stuff that hasn’t happened already, new ways to market to an audience, to measure whether something is successful. But the way the model works right now is the media agency requires there to be a rigid format via which the success of campaigns are measured. I mean, they’re still having problems figuring out how to measure social marketing.

Do you do things to work around the media agencies?
We are always, trying, and luckily we’ve been successful. Yeah, it’s critical you have a relationship directly with the brands.

Do the media agencies try to put themselves in the middle of it anyway?
Sure. Sometimes there’s a contract there that requires they be involved. And some brands understand that and say, “Look, we’ll figure out how to work with you and the media agency together.” We have plenty of examples of relationships where we work with the brand directly, and they bring in the media agency, and we all together figure out how to make something work for everyone involved. But more often than not, the marketer is the one legitimizing stuff to the media agency, where the media agency is saying, “How are you going to spend this much money on this?” or “This doesn’t make sense. This isn’t the way we do things.” There’s always this sort of “We have to fit this into the media agency box,” and that kills deals sometimes.

What’s an example of how a media agency has mucked up a deal with a brand?
A lot of times they need to put things into a spreadsheet, to say, “Here are the impressions, here’s the reach.” Often their models are built to deliver eyeballs at scale and to find the highest value CPMs available.

Have you had to do things to please the media agency to get the deal you want with the brand?
We have to play that game, for sure. There’s still money being made there. It doesn’t mean that it’s not worthwhile to pursue a deal from a media agency because they often connect us to brands that we wouldn’t otherwise be connected to. But ultimately we want to have a relationship with the brand, to sit in the room with the marketer and say, “What do you want to do? How can we help you do that?”

For more confessions like this one, download our complete agency confessions collection.

By Tim Peterson

Sourced from DIGIDAY UK