News

31 August 2010  |  Google's priority inbox: a dream or a nightmare?

Separating incoming mail into messages you're likely to be interested in, starred items for future response and an 'other' folder of things you might eventually get to later, it's a dream for those of us who are suffering from email overload. But a potential nightmare for email marketers.

31 August 2010  |   Read this before you throw your website out with the bathwater

It was inevitable that the question would come up as to whether a brand website has any place in the hurly-burly world of social media conversations and engagements. When uber-brands such as Coke, Nike and Adidas start directing consumers to their social media sand pits rather than to their dotcoms, it’s time to do the same, right?

22 August 2010  |  Turning customer data into gold: How eCRM is transforming direct marketing

Many companies have mountains of client data that’s just sitting there. This can be information collected about their customers, including demographic info (age, marital status, socio-economic details), preferences and interests, sales histories, behavioural data… and more. Fortunately, with online tools, this data can be transformed into a real goldmine for marketers. Through electronic customer relationship management (eCRM), you can make your e-marketing communications much more relevant, interesting and effective. 

18 August 2010  |  The AA's jumpstarted e-marketing increases online sales by 525% within 2 months

17 August 2010  |   Is social media edging out the need for websites?

We spotted a great article on Advertising Age recently where the author raises the question of whether, with the advent of Twitter accounts, Facebook fan pages and other social media platforms, companies still actually need websites for their brands.

19 July 2010  |  10 ways to make autoresponders work for you

With customers demanding more relevant, personalised and tailored communications, the pressure is on marketers to deliver this efficiently and accurately. A great way to do this is with the clever use of auto-response messages, which are typically emails which are sent in response to online actions like completing forms or adding items to shopping carts.

13 July 2010  |   3 steps to making your email marketing fun and engaging

17 June 2010  |   Track Twitter searches, not just tweeted links

As the lines between social and search start to blur, Ensight's latest release puts their clients ahead of the game, by being able to separate Twitter traffic that came from links in user's streams from links that resulted from Twitter searches.

16 June 2010  |   Ensight's latest release brings SEO right up to date

The latest release of Ensight’s eCRM Suite incorporates a number of nifty new features to improve our clients’ search engine optimisation. These include automated search engine optimised URLs, new summary title and page title tags, canonical URLs and options for non-indexing of pages.

The peculiar ancient art of catching fish by tickling them into submission might seem far removed from the world of digital marketing, but online customers can be as twitchy and slippery as any trout.

14 January 2010  |   The principals of great marketing don't change, even if media does

Every two weeks a new technology or social media network is released, with often exhilarating potential for marketers. But are we in danger of forgetting a vital aspect of the process when we get caught up in the rush to colonise these new territories ahead of the competition?

A legendary battle that took place 129 years ago during the Anglo-Zulu war might seem a rather unlikely source of insight into ways of overcoming the challenges modern emarketers face online, but a close examination of the events that took place that day offers several vital lessons regarding confused customers, missed opportunities and lost business.

10 November 2009  |   What can blogging teach us about selling online?

Despite being armed with advanced technology and tools, online marketers and web content managers are often frustrated that their results don’t match the time and effort they expend. In contrast, bloggers appear to achieve a great deal with very little. We investigate what there is to learn from the achievements of our blogging brethren.

19 October 2009  |   Are you clicking with the right customers?

Online marketers have been quick to embrace the tantalising potential of pay-per-click advertising, but many have failed to realise the exciting efficiencies the model suggests. We argue that’s because conversion ratios need to be optimised at the same time.

11 September 2009  |   Can eCRM close the online conversion gap?

Online advertising trends suggest that many online marketers are focusing on customer acquisition at the expense of customer conversion. Among the reasons suggested for this are the complexities of typical online conversion processes. We explain how eCRM techniques are helping marketers close the conversion gap by getting the right prospects into the sales cycle at the right time.

As websites become a critical component of most businesses, the content management system becomes an essential tool in making the website work efficiently, intelligently and cost effectively. One of the questions we are frequently asked is how one measures the true value of a content management system.

1 July 2009  |   Why Content is King of the New Media World

This article looks at how and why content plays such a significant role in any website project, in fact in most instances more so than design.

27 May 2009  |   A marketer's guide to sending unsolicited email (and getting away with it)

There are many ways to send unsolicited emails. It's easy and relatively cheap to do so. However, the results are often less than desirable, with low engagement rates being the most common and frustrating. At worst, you will receive a spate of somewhat abusive responses from irate prospects.

10 April 2009  |   Make sure your viral campaigns are contagious

Viral marketing as a concept certainly has had digital agencies and marketers talking. The reason why viral is such an attractive marketing discipline is simple enough to understand. Executed properly and intelligently, digital viral campaigns will provide a market penetration that no other medium can match, at a fraction of the cost of any other delivery mechanism.