marketing content creation collection - how to blog - michelle b. cowley pgdipstat ba dphil
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High Impact Marketing: eReporting for
Project Success in Industry
Marketing Content Creation:
eMarketing Project Success Reports, Media Project Success
Reporting, White-Paper Reviewing, & Seasonal Campaign Portfolio
Curation
Michelle B. Cowley PGDipStat BA DPhil
Account Manager, Emarkable.ie
Marketing Content Collection:
1. eMarketing Project Success Report
Michelle B. Cowley PGDipStat BA DPhil
Account Manager, Emarkable.ie
CIFJobs.ie Media Success: What Role Does a Digital Marketing Agency Play?
January 18, 2017News Edit
CIFJobs.ie Media Success: What Role Does a
Digital Marketing Agency Play? Only three short
months ago, the Construction Industry Federation of
Ireland CIF, tasked Emarkable.ie to build a user-
friendly, all in one-stop easy job advertisement
platform for employers in the construction...Read
More
CIFJobs.ie Media Success: What Role Does a Digital Marketing Agency Play? Only three
short months ago, the Construction Industry Federation of Ireland
CIF, tasked Emarkable.ie to build a user-friendly, all in one-stop easy job advertisement
platform for employers in the construction sector. With pace gathering from the recent DKM
Economic Consultants ‘Demand for Skills in Construction to 2020’ report, the CIF were
seeking an immediate and momentous digital channel launch for a website to go together
with their press release, economic review and prospects media campaign.
The Web Designer’s Brief – Usability is Key
The CIF instructions were very clear: To
design a pragmatic and professional
website where job postings become
available within 24hours of being submitted
to the CIF, and the prospective applicant
should be able to apply immediately online
to the job posted. The design was to appeal
to all sectors of construction, that is, the
design must be at once professional and practical to sustain the attention of all roles
representative of the construction sector. The postings were to include job titles such as:
Project Quantity Surveyor, Site Manager, Junior Site Civil Engineer, Senior Site Civil
Engineer, Electricians, Plumbers, Roofers, Carpenters… Thus Emarkable.ie brought an up-
down scroll design template to life to appeal to all professional levels by building an instant
query search box front and centre, and subsequently designed a job-by-job scroll auto-feed
uploading job posts on CIFJobs.ie to CIF Twitter.
CIFJobs.ie Homepage: Prospective applicants can search the site on the homepage for all
jobs listed under their keywords. For example, if a prospective applicant searches for
‘Electrical Project Manager Cork’, they will be given an automated list of all jobs with those
search terms posted to CIFJobs.ie from all Irish employers with jobs available in Cork. More
details relevant to the job specification are then outlined once the prospective applicant clicks
on the job postings of most interest to their search criteria. Once they upload their CV and
Cover Letter their application is on the way to their employer of choice.
Embedding Branding in Digital Design – The Digital Agency’s Role
Apart from getting to the stage where the CIFJobs.ie website was designed, tested, and live,
there was a brand management requirement. In-house graphic design needed to commence
digital design for banners, call-to-action buttons, social media platform thumbnail icons,
and infographics all complementary to the content already in digital existence for CIF.ie
communications. Palettes of colourful images, arrays of images embedded in text and
geographically placed about transcripts of webpages, had to be reviewed, edited, and chosen
with careful consideration. Consistency, simplicity, and the prospect of memorable reiteration
across the digital channel for social media, website advertisement within the CIF launch press
and media readiness remit, was all important. To this end, we designed and collated the
material ahead of content creation; to be ready for our digital marketing team to act with
prepared content.
Capitalising on Momentum: Social Media Campaigns and Editorial Scheduling
With a plethora of potential CIF.ie communications pieces planned for the CIF.ie digital
channel more generally, such as blogs, project features, news items, and pertinent social
media cross-posting, Emarkable.ie very quickly knew that a coordination strategy needed to
be put in place to both streamline, and grade, this information to complement the launch of
the CIFJobs.ie website. Cross-referencing with an itemised editorial week-by-week
calendar, to centralise the stream of incoming online news by email, became central to
project management. The considered themes, e.g., the call to the ‘returning Diaspora’ through
economic review and prospect communication to the DKM ‘Demand for Skills in
Construction to 2020’ theme needed to be implicitly embedded in the digital channel
sequence of material, regardless of individual theme.
To this end two concurrent social media campaigns were
developed by Emarkable.ie’s marketing team. The ’12 Jobs of
Christmas Campaign’ for the November-December ‘Returning
Diaspora Theme’ period, and the ‘CIF Demand for Skills in
Construction Infographic Campaign’ for the Spring ‘Demand for
Skills in Construction’ ongoing DKM report findings
dissemination to a mass target audience. The objective was to
create upper—funnel brand awareness for the CIFJobs.ie
campaign within the dialogue of economic recovery and digital
sentiment. The result being the relative increase in site traffic
generated to CIF.ie, in what would be a traditionally low site-traffic time-period in the
marketing year. That said, the momentum was not to be lost. In quick succession,
Emarkable.ie designed and implemented a digital statistical campaign to impress upon the
construction industry’s professionals that the demand for skills in the construction industry
was real and here to stay.
By keeping our finger on the pulse of the
DKM report’s findings, we were able to
sustain the engagement online, and
thereby sustain building upon the thematic
message of the ‘Returning Diaspora’ and
economic prospects review. Was all of this effort successful? Bottom-line – Yes.
CIFJobs.ie received over a dozen newspaper, radio, and online mentions to date – and
counting!
To find out more about the success of this campaign website launch and Emarkable.ie’s
digital marketing strategy successes you can read through the collated media news pieces
below, or visit Emarkable.ie on our website or blog.
Written by Michelle B. Cowley PGDipStat BA DPhil – Account Manager @Emarkable.ie
In the Wake of the Launch – CIFJobs.ie Media Impact
Financial Times (Dec 2016) mention for CIFJobs.ie eCommerce project. See
http://www.emarkable.ie/blog/2016/12/emarkable-project-cifjobs-ie-receivesmention-
financial-times/
Irish Times Online (Dec 2016)
http://www.irishtimes.com/business/construction/construction-sector-aims-totempt-
emigrants-home-1.2901941
Irish Building Magazine (Dec 2016) mention for CIFJobs.ie eCommerce project. See
https://www.irishbuildingmagazine.ie/2016/12/12/cif-launch-cifjobs-ie-targetingthe-diaspora/
as well as the entries below:
Irish Farmers Journal (Dec 2016) mention CIFJobs.ie eCommerce project. See
http://www.farmersjournal.ie/tag/cifjobs-ie
The Longford Leader (Dec 2016)
http://www.longfordleader.ie/news/home/228727/longford-leader-property-newwebsite-aims-
to-keep-workers-in-ireland.html
The Cork Independent (Dec 2016)
http://www.longfordleader.ie/news/home/228727/longford-leader-property-newwebsite-aims-
to-keep-workers-in-ireland.html
Waterford Today (Dec 2016) http://www.waterford-today.ie/waterford-todaynews/9482-
112-000-vacant-jobs-in-construction-industry-9482.html
Marketing Content Collection:
2. White-Paper Review
Michelle B. Cowley PGDipStat BA DPhil
Account Manager, Emarkable.ie
New Business Tools Annual Report – What new and essential software tools will grow your business in 2017?
January 9, 2017News Edit
Emarkable.ie Reviews the Mirren RSW/US Report 2016. For anyone involved in Agency New
Business the 'Mirren-RSW/US 2016 New Business Tools Annual Report' is a must-read
resource. This Annual Report summarizes information gleaned from a survey of more than
200...Read More
Michelle B Cowley of Emarkable.ie Reviews the Mirren RSW/US Report 2016.
For anyone involved in Agency New Business the ‘Mirren-
RSW/US 2016 New Business Tools Annual Report’ is a must-
read resource. This Annual Report summarizes information
gleaned from a survey of more than 200 senior agency
executives from SMEs to medium and large sized companies.
They are surveyed on their thoughts and insights about the
effectiveness of new business tools put in place in their business
in the last twelve months.
The executives completed the survey in reference to the
following three main categories:
(Q1) What Are Your Three Most Essential Agency Tools Today?
(Q2) Did You Add Any New Business Tools / Services in the Past Year?
(Q3) What’s The Most Overrated New Business Tool?
The survey then includes a list of channel specific questions to uncover more detailed
executive insights about the specific tools. The tools evaluated by these senior agency
executives include: Social Media Platforms (e.g., LinkedIn), Social Media Monitoring (e.g.,
Hootsuite), Research Services (e.g., Nielsen), Marketing Automation/Inbound Marketing
Tools (e.g., HubSpot), CRM and Contact Management Tools (e.g., Salesforce), SEO Tools
(e.g., Google Adwords), Meeting/Web Software (e.g., GoToMeeting), Project Management
Tools (e.g., Asana) amongst others.
Summary of Findings
For four years running social media tools are continuing to be the highest ranked, that is, the
most used new business tool for agencies across the board. Almost 93% of agencies reported
that they used social tools for driving new business growth. That said, SEO Tools usage
which is essential in driving social media success to target markets in which greatest business
growth in market share is predicated, has surprisingly decreased by double-digits two years
running. Finally, the new business tools category Meeting / Web Conference Software was
added for the first time this year 2016, with 84% of agencies adopting business online
meeting tool software, such as GoToMeeting, which happened to receive the highest approval
rating. Let us take a look then at the findings in each of the three main question categories.
(Q1) What Are Your Three Most Essential Agency Tools Today?
So, what three tools are most essential for driving new business growth in the run up to the
present report? Of the 100 business agency tools tracked in this year’s survey, LinkedIn and
Salesforce continued to be cited as two of the most essential tools for driving new business.
In third place, and new to the top five this year, is Winmo, described as the “largest resource
for advertiser-agency relationships and decision-maker contact information” (p.8). HubSpot
and The List featured in fourth and fifth place respectively. Other significant tools of note
included Access Confidential, Daily Vista, Email and CRM systems more generally.
(Q2) Did You Add Any New Business Tools / Services in the Past Year?
More than 70% of executives reported adding a new tool or service to their new business
efforts in 2016. While they mentioned 51 different tools or services, over 25% of them
reported adding Winmo and/or HubSpot to their tool kit specifically. Of the group of
respondents 13% added Salesforce and/or Lead Forensics.
(Q3) What’s The Most Overrated New Business Tool?
It turns out that Salesforce is a clear winner with executives this year. Half of respondents
indicated they are using CRM tool Salesforce as their leading platform, and its reported usage
has grown substantially year on year from 41% in 2015 to 66% in 2016. Sales tools aside,
there are marketing specific tools that have a channel specific analysis given over to them
amongst which those pertinent to inbound methodologies feature. Let us take a quick look at
the breakdown of inbound marketing tools specific effectiveness rating:
Inbound Methodologies: Marketing Automation Channel Specific Analysis
On a scale of 1 to 5, where 1 = not effective, and 5 = very effective, respondents rated
HubSpot as most effective at driving an agency’s new business efforts. The chart below
represents the average rating of effectiveness given to each Prospect Contact / List Building
Service. Let us take a look at how the other tools compared to HubSpot’s effectiveness rating
in this period:
Fig. 1: Inbound Marketing Automation Tool Effectiveness – Channel Specific Results
At Emarkable.ie we use the software tool SharpSpring Mail+ for our inbound eMarketing
methodology. Remaining in 2nd Place ahead of Marketo and just behind HubSpot,
SharpSpring remains a competitive and cost effective choice for SMEs and large companies
alike.
A Look Ahead
In summary, the report presents some attempts to garner what the respondents predict for the
coming year 2017. Categorically, agencies selected Lead Generation tools as a priority. From
an individual tool standpoint, Winmo and HubSpot were most frequently mentioned for
increased usage in 2016, followed by LinkedIn, The List and MailChimp. It remains clear,
however, that from the 133 responses the report overwhelmingly concludes that the
overarching need for a tool that coordinates operations through a single platform is what is
most desired by business leaders for efficiency-laden solutions to day-to-day operational
issues in practice. That said, the report concludes that there is an increasing awareness
amongst executive level leaders that the market has reached business tool saturation point
because of the exponential increase in the number of tools released each year. One
respondent sums executives’ fears and hopes for 2017 in one prediction; that most companies
will realise the need to be better about using what they have first and adopt new business
tools further along the line. Well – it remains to be seen in next year’s report. For now, you
can access the report by clicking on the image below.
Reviewed by Michelle B. Cowley – Emarkable.ie Marketing AB Manager (9th Jan 2017)
http://www.rswus.com/survey/rswus-mirren-agency-new-business-tools-2016-annual-report/
Marketing Content Collection:
3. Media Project Success Report
Michelle B. Cowley PGDipStat BA DPhil
Account Manager, Emarkable.ie
Emarkable Project CIFJobs.ie Receives Mention in the Financial Times – Dec 17th 2016
December 21, 2016News Edit
To the delight of all Team Emarkable.ie a recent
digital marketing project CIFJobs.ie launched by
our client CIF (Construction Industry Federation)
to promote job search in the construction industry
in Ireland, has made an appearance in the
Financial...Read More
To the delight of all Team Emarkable.ie a recent digital marketing project CIFJobs.ie
launched by our client CIF (Construction Industry Federation) to promote job search in the
construction industry in Ireland, has made an appearance in the Financial Times (Dec 17th,
2016). CIFJobs.ie, a website devoted exclusively to advertising jobs in the construction
industry in Ireland, has been launched to encourage construction workers, who emigrated
during the financial crisis leading to a decade when almost no new homes were built, to come
home.
Now that the crisis in construction is finally easing, and the capacity for job building is
beginning to show a mass of green shoots, the CIF tasked Emarkable.ie to build a user-
friendly, all in one-stop easy job advertisement platform for employers in the construction
sector. Job postings become available within 24hours of being submitted to the CIF, and the
prospective applicant can apply
immediately to the job posted. Job
postings are representative of all
construction sector roles. The postings
include job titles such as: Project Quantity
Surveyor, Site Manager, Junior Site Civil
Engineer, Senior Site Civil Engineer,
Electricians, Plumbers, Roofers,
Carpenters… Prospective applicants can search the site on the homepage for all jobs listed
under their keywords. For example, if a prospective applicant searches for ‘Electrical Project
Manager Cork’, they will be given an automated list of all jobs with those search terms
posted to CIFJobs.ie from all Irish employers with jobs available in Cork. More details
relevant to the job specification are then outlined once the prospective applicant clicks on the
job postings of most interest to their search criteria. Once they upload their CV and Cover
Letter their application is on the way to their employer of choice.
The CIF estimates that 137,000 people work in the construction industry in Ireland, compared
with 273,900 at the height of the construction industry’s boom in 2007, and 96,300 at the
lowest point of the building industry’s collapse in 2013. The CIF have forecasted
that 112,000 more construction industry workers may be required to stabilise
new housebuilding and infrastructure projects up to 2020. It is anticipated that the CIFJobs.ie
jobs board platform will go a long way in facilitating the return to work for skilled
construction workers who have lost out during the building downtime years, both in Ireland
and abroad.
Written by Michelle B. Cowley – Emarkable.ie Marketing AB Manager (21st Dec 2016)
Marketing Content Collection:
4. Christmas Seasonal Campaign 2016
Michelle B. Cowley PGDipStat BA DPhil
Account Manager, Emarkable.ie
Beauty and the Budget: How to manage your e-marketing budget for successful year on year return on investment…
December 23, 2016News Edit
It's that time of year again and the magic sparkle of retail is in the air. Many retailers are
hoping for a seasonal Christmas boost in their takings to see them fruitfully through to the
New Year 2017. So what happens...Read More
It’s that time of year again and the magic sparkle of retail is in the air. Many retailers are
hoping for a seasonal Christmas boost in their takings to see them fruitfully through to the
New Year 2017. So what happens when a client of
yours asks for e-marketing advice as to how they can
ensure good takings all the year round – not just at
Christmas? To their dismay it is only their website’s
stream of business that is at times sporadic rather than
regular- it’s either a feast or a famine. Their online sales
are predictable neither in terms of seasonal nor economic trends. Christmas time in the
economic climate of the past few years has not provided the expected boost in online sales,
despite the expense of building and maintaining an e-commerce component to their
business. Industry quotas demand a steady flow of business and your client needs to ensure
that they are capturing their market consistently from every angle. To compete – they need a
profitable online sales presence. What are they to do?
The following article addresses this question by exploring what key steps a client should take
to evaluate an industry website presenting with irregular sales cycle issues. So, despite being
designed by a top web designer and making an excellent first impression, what else should be
in place or be regularly evaluated, to ensure that the website has the ability to attract prospect
consumers, generate sales leads, close sales with online payments, and continuously attract a
steady stream of business across the company’s target market? Given that the business is
beauty – and competition is fierce – we chose Delovely Beauty Academy Ireland as our
casing point.
In the following article we propose an industry general nine-step evaluation strategy that this
business must, and has since developed, to build on their website’s successfulness, and
constantly so, in order to inform their marketing resources across the budget year. You can
find the article for download by following the link in the Christmas edition of the Information
Systems and Economics eJournal publication below:
Cowley, M. (2016). Feast or Famine: The 9-Steps of Website Evaluation in Beauty Industry.
Forthcoming in the Information Systems and Economics e-Journal, Vol.8, Issue 118, Dec 1st
2016.
Published 2nd Dec, 2016| Michelle B. Cowley PGDipStat BA DPhil, Marketing Manager at
Emarkable.ie
Transcending Time: A case-study of Tiffany & Co’s ‘Iconic Marketing Formula’
December 22, 2016News Edit
At Christmas time more than ever, we realise that commercially we live in a modern age of
digital marketing and free-style new media communication never undreamt of by our
marketing predecessors, yet unparalleled in both immediacy and controllability by our...Read
More
At Christmas time more than ever, we realise that commercially we live in a modern age of
digital marketing and free-style new media communication never undreamt of by our
marketing predecessors, yet unparalleled in both immediacy and controllability by our
contemporaries. In a recent recession, where familiar and new age companies struggled for
their corporate survival and start-up success, some companies managed to seamlessly adapt
and continue much as they always have. Such companies serve as landmarks in our
international marketing landscapes, but their formula for success has not been easily
emulated. What then may be the secret of their survival and enduring class?
In a short case-study, carried out by a
member of the Team Emarkable.ie as part of
digital media certification at Dundalk
Institute of Technology DkIT, the 175 years
of marketing landscape for the diamond
merchants Tiffany & Co. was analyzed, to
find out if one central strategy for
international survival could explain their survival and adaptation to the digital age. The study
found that critical juncture iconic moments are likely to be a key part of the strategy leading
to an enduring and memorable brand consciousness in the global market. An explication of
the ‘Iconic Marketing Formula’ strategy that appears consistently throughout Tiffany &
Co.’s marketing campaigns, both in quantity and longevity, can be found by downloading
the forthcoming paper:
Cowley, M. (2016). How marketing communications has changed in the digital age: A case-
study of Tiffany & Co.’s ‘Iconic Marketing Formula’. Forthcoming in the Managerial
Marketing eJournal, Sept, 2016.
(To access the paper click on the hyperlink above). SSRN Business Network eJournal Series,
Sept 2016. Author: Michelle B. Cowley, Marketing Manager at Emarkable.ie
Sweet Profit: How P. R. Smith’s SOSTAC Model Works for Online Digital Marketing Strategy Start-Ups Everytime
December 20, 2016News
It's finally Christmas week and the office is full to the brim with tins of cookies and boxes of
endless choccies... Inspired by this festive spirit we at Emarkable have delved into
our wealth of digital marketing strategy expertise and found...Read More
It’s finally Christmas week and the office is full to the brim with tins of cookies and boxes of
endless choccies… Inspired by this festive spirit we at Emarkable have delved into
our wealth of digital marketing strategy expertise and found that one of the newest members
of our Marketing Team have recently published some market research on the application of
the much beloved P.R. Smith’s Model of Marketing to – yes you’ve guessed it! – digital
marketing strategy for online confectionary start-ups! For those of you unfamiliar with
models of marketing, SOSTAC is an acronym for the six core components to be considered
when generating a marketing plan: situation (S), objectives (O), strategy (S), tactics (T),
action (A) and control (C). Each component
represents a stage in the cycle of planning, and each
stage is of equal importance to successful marketing
planning, implementation, and review. Now widely
accepted as the forerunner system for implementing
marketing plans and communications strategies,
SOSTAC is an extension of the traditional SWOT
analysis, that is, a situational analysis of the strengths (S), weaknesses (W), opportunities (O),
and threats (T) facing a business at the outset, when introducing a new product line, or when
engaging in an organizational change process.
As we know following the advent of the internet, a plethora of online wonderful business
ideas have appeared, and the world of sugar-craft e-businesses have sprung up in tandem with
this exponential explosion of online digital means to generate income. For example, ‘Planet
Candy’ and ‘Aunty Nellies’ are those now well known to name but a few. Even the
phenomenon of the ‘Great British Bake-Off’ has shown us that sweet treats and everything
sugar is as popular as ever. Surely no product could more aptly justify the philosophy that
marketing is about satisfying needs and delighting the consumer to create profit, than sweets
and cakes. Just one mention of Jaffa Cakes by the ‘Great British Bake-Off 2016’ and stores
are overrun with demand (Blake & Gurka, 2016). Given the season, we thought to direct you
to our discussion of the application of digital marketing strategies to not only explain online
confectionary e-business success, but to prescribe a digital marketing strategy for budding e-
business entrepreneurs in our midst!
You can download the full article in the Innovation & Management Science eJournal. The
report can be found below at:
Cowley, M. (2016). ‘Jellies & Jaffas’: Applying PR Smith’s SOSTAC Model to an Online
Confectionary Start-Up. Forthcoming in the Innovation & Management Science eJournal,
September 2016.
References
Blake, I., & Gurka, E. (2016). The Bake-Off Effect Strikes Again.
http://www.dailymail.co.uk/femail/article-3760269/The-Bake-effect-strikes-Searches-Jaffa-
Cakes-lemon-drizzle-SOAR.html
Chaffey, D. & Smith, P. R. (2013). Emarketing Excellence: Planning and Optimizing your
Digital Marketing. Routledge: London.
Author: Michelle B. Cowley PGDipStat BA DPhil, Marketing AB Manager, Emarkable.ie
20th January, 2017
Michelle B. Cowley PGDipStat BA DPhil
Account Manager, Emarkable.ie