Contents Toggle Data v Analytics More Than Just Numbers What Analytics Are Important? Small Business Analytics When should I measure? You may have asked yourself once or twice, “Do I really need to measure my marketing?”, it’s certainly a question I’ve heard throughout my many years working alongside and training small businesses. You may think that analytics and measurement feel like big business, where data is talked about and teams report to senior leaders. When you are a smaller business, it can seem like one more thing on the never-ending to-do list. However, analytics are i ..read more

Taking your marketing from here to there Attending a marketing event and hearing about the latest trends and behaviours in the industry is always exciting… especially when the speakers include Stephen Bartlett, Mo Gawdat and Ameca The AI Humanoid and the host is Katherine Ryan. The From Here To There, a MailChimp event was insightful and provided great snacks and swag, which is all we really want from an event!   Here are the key takeaways that we can all put into our marketing planning: Brand trust and e-commerce in the current climate In the e-commerce world, building connections and tr ..read more

6 New AI Features Added to Performance Max Campaigns Google Ads has introduced six new AI features to enhance Performance Max (PMax) campaigns, and they’re worth exploring to see how they can help improve your campaign performance and return on investment (ROI). The new AI PMax features include Customer Value Mode This new feature, currently in beta, aims to help advertisers using purchase conversion goals to attract high-value customers. It’s a great tool for those looking to focus on quality over quantity. Customer Retention Goal Also in beta, this feature is designed to help you win back lo ..read more

Universal Analytics (UA) has been well-loved by marketers for a long while. It has been a valuable tool for website owners to track user behaviour and performance. However, with Google sunsetting UA in favour of Google Analytics 4 (GA4), it’s crucial to archive your UA data before it becomes inaccessible after 1st July 2024. Read on for guidance on saving your data and explore different methods to ensure you don’t lose valuable insights. Why You Need to Save Your UA Data Archiving your UA data is essential for several reasons. Historical data helps you understand trends, track performance, an ..read more

Google Reports Single-Largest Drop in Search Engine Ranking Ever Google’s search engine market share has experienced a significant decline, dropping 4% to 86.99%, the lowest recorded since rankings were first reported in 2009. This substantial decrease, particularly notable in the United States (Google fell 10% in the US), reflects a slight shift towards competitors like Bing (5.7% share) and Yahoo (3.06%), which have seen gains. The decline in Google’s market share has prompted concerns about the quality of its search results, with some in the SEO community suggesting a deterioration followin ..read more

Google Trials AI-Generated UK Search Results  ‘Language models are the future of search engines’ – if you are abreast of the ever-growing conversations surrounding artificial intelligence you will have undoubtedly encountered this idea, along with the arguments to the contrary.  Many raise issues with models such as Chat-GPT being used as search engines, citing their use of data that isn’t live, and a tendency for AI to piece together what it thinks is the right answer without any robust measures to ensure complete accuracy. Now, Google has stepped into the ring, setting out to trial ..read more

Many of us are unsure as to which uses of artificial intelligence are actually useful, but often we are only looking at content generation and not beyond to the many genuinely useful tasks in marketing strategy AI can aid with. In this blog, we have put together a list of some uses outside simple content generation that are great for agencies and in-house teams pressed for resources and time.    Tone of Voice Analysing your tone of voice on social media or other platforms is a valuable analysis. It allows you to judge your results against your brand values and professed aims, looking ..read more

If your customers are on LinkedIn then your team needs to be as well but how do you balance the personality of your team members with the need to build a professional brand?  In this article, we’ll show you how you can support your team to improve their LinkedIn presence and support you in building a professional brand.   Align Your Team and Company Goals One of the easiest ways to confuse your audience is for your team and you to post different content with a different purpose.  Sometimes a remedy for this can be to ensure that your team all understand why they are using soci ..read more

The New LinkedIn Update That Could Keep Quality Posts Performing for Months Broad reach and vanity metrics. Those are what LinkedIn cited as old news in a recent algorithm update announcement. In a similar trajectory to Google’s user-first policy, LinkedIn is setting out to boost quality content that connects with niche audiences and keep it in front of them with a new Suggested Posts feature.  Content on the platform is the same as most others – it’s posted, it’s engaged with, it dies. Suggested posts, however, are those deemed relevant and engaging towards certain users at certain times ..read more

Are you a Marketing Manager with budget leftover for the remainder of your financial year? It goes without saying, you want to make a wise investment but you need to do that pretty quickly. Read on for tips on assessing your needs and identifying your best options.   First, let’s do a little brainstorm: What are your main marketing goals for 2024? Are they SMART? What are your biggest marketing successes over the last 12 months? Which channels have performed, and are there any that have waned? What are the strengths and weaknesses within your marketing team? Are you making the most of you ..read more