Chris Dempsey – content marketing cast

In this content marketing cast we talk to Chris Dempsey Head of Communications and Customer Services at Registers of Scotland about his work at RoS, the common misunderstandings about what RoS do and the challenges facing the marketing and internet agencies in Scotland. You can also watch the interview at w00tonomyTV.

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Content Marketing Watch – improvements to Google Analytics

Content Marketing Watch is the latest feature section to be added to our interviews and opinion pieces. For those of you in the industry who are looking to maximise the most value from the content on your site each week we will have a piece on the latest industry news; covering areas of content marketing such as analytics, internet marketing, content optimisation, search engine marketing and digital communications.

Advanced SegmentationAn essential element to optimising you site content is having the right measurement tools. Google Analytics seems to get better and better and the rational of using its free service instead of a licence product is becoming more compelling, especially in these hard times. Recently Google has announced 7 new improvements to Google Analytics that will see it become more like an enterprise solution. If you are current Google Analytics user then you should see these enhancements rolled out over the next few weeks. The new enterpise features are

  • Improvements to the user interface
  • Improvements to the management interface
  • Integration with adsense
  • Custom reporting
  • Advanced segmentation
  • Motion charts
  • New API

Google has created a few videos in its YouTube channel to help explain these changes in more detail. We particluarly like the video on the new motion charts.

Is online market research worth the bother?

Before the online age, advertisers placed great store on customer demographics, opinions and attitudes, behavior, geography, media consumption and the like. Advertising agencies created advertising campaigns to target particular audience groups for their clients – often with considerable success.

Now we have online marketing, content marketing, digital marketing and mobile marketing. But it would seem that advertisers know less about their online audience than they do of their offline audience.

It is not uncommon for example for media buying agencies to place online ads in Print Media newspaper websites based on the offline audience readership metrics – the assumption being that the online and offline audience must be similar.

Well, what do you know; it looks like it pays to research your online audience.

It turns out The Telegraph and Guardian Unlimited websites do indeed attract the same readers online and offline, however The Sun, The Times and the Daily Mail attract a much broader online audience. Heather Hopkins of Hitwise brought this to our attention in 2007 – yes, I know, it’s old news, but I rediscovered it yesterday whilst I was doing some research for one of our clients. We often talk about the value of providing access to your archive of “old news”, its one of the principles of content marketing, if it’s online someone will find it and find it useful.

If you are interested in researching you audience you may end up using the services of companies such as Hitwise, Nielsen Online comScore and quantcast. If you have a significant audience based in the United States, you might be interested in checking out the audience profile for your site on quantcast. Also you might want to have a look at their new service the media planner allowing advertisers to target audience by age, gender, income, ethnicity and education. The service is free and is focused on US Internet audiences, however ‘Quantified Publishers’ can get access to breakdowns of their audience from around the world.

Now, getting back to researching the audience for that social marketing campaign, what is the difference between the US and UK population browsing habits for a particular demographic? I was tempted to assume there would be significant similarities but what do you know…..

Why we and dancing Filipino prisoners like social media

It useful to step-back sometimes and understand some of the psychology that underpins the social media channels we are using for our online marketing campaigns.

Here is very interesting seminar on Social Media by Mike Wesch of Kansas State University who produced the popular video ‘web 2.0 – what is and how to use it’ – you can watch this video in our favourites at w00tonomyTV.

Using YouTube as a case study it looks at why social media had become such a phenomenom in the world by appealing to humans need for individualism and community. Interestingly the audience demographics for YouTube for over 35 are 25%, the same as 12 -17 year olds; the largest group is 18 -24 year olds at 50%.

It is an academic video so you may not wish to watch it all the way through but the first 20 minutes is a very entertaining introduction to Social Media with examples of the viral effects of videos in Youtube – look out for the dance with the prisoners from the Phillippines.

Also for those of you who want to really understand ‘what social networks mean’ without the technical jargon he provides a very clear way to explain it all

  • YouTube is user generated content
  • Digg is user generated filtering
  • del.icio.us is user generated organisation
  • Technorati is user generated commentary

Hope you enjoy it!

T-Mobile’s ‘Google phone’ – wait before buying one

For ages we’ve been banging on about how the iPhone will change – not because of its tech wizardry (it remains a far from perfect device) but because of what it will make Apple’s competitors do.

Lo and behold, the UK is about to receive the first commercial phone that runs Google’s much talked about Android operating system.

However, the T-Mobile G1 is not a Google Phone. The hardware has nothing to do with Google. The operating system happens to be Android. There are two drawbacks to this.

1) The hardware is nothing like as downright lovely as the iPhone – both in terms of looks and usability. (Fold-out keyboards are sooooooooo 2005.)

2) The exciting thing about Android is that it is designed to be used as a platform for other people to create cool applications for. This has not happened yet and the smart money says we won’t see the jaw-dropping functionality being developed on the Android platform for at least a year.

Our verdict: Android will soon be available on better phones than the G1. Also, wait 12 months before getting an Android phone and you’ll see it loaded with some truly amazing gizmos. In the meantime, stick to the iPhone.