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Marketing Blog

Some news, tips and tricks from the world of marketing that caught the attention of the team at Napier. Our marketing blog is where we share some of the things that have inspired, impressed or amused us.

Google introduces four new mobile-focused display ad formats: what advertisers need to know

29th Sep 2014 • Leave a comment

Google has recently unveiled four new mobile-focused display ad formats, across the Google Display Network, AdMob Network and DoubleClick. With multi-screen viewing growing rapidly, Google has introduced these newly-developed display formats in a bid to improve its mobile platforms for marketers, by providing brands and consumers with a better experience across different mobile devices. In…

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The top factors determining Google search ranking in 2014?

19th Sep 2014 • Leave a comment

To achieve good ranking positions in Google organic search results, publishers need to include high-quality content on pages, according to a recent report from Searchmetrics. Pages that rank well tend to have a number of common traits, including comprehensive coverage of topics, easy-to-understand language, more images and videos, and larger word counts. Overall, the presence…

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Facebook’s click-bait crackdown: implications for marketers

29th Aug 2014 • Leave a comment

Facebook has announced adjustments to the way in which users see articles on its site, reducing stories with click-bait headlines – posts that tempt readers with beguiling headlines, yet deliver content that is actually of very little interest to the reader. Despite these “click-bait” headlines once being favoured by the algorithm, because they are frequently…

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Twitter launches performance-based tool aimed at SMBs: Possible implications for B2B publishers?

20th Aug 2014 • Leave a comment

The 140-character  social network has rolled out a new pricing model for marketing campaigns, designed specifically for SMBs, allowing advertisers to purchase ads based on, what it claims to be, “objective based” goals, for instance clicks, engagements or leads. This performance-based tool has specifically been introduced to help SMBs meet their campaign objectives on the…

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Use LinkedIn’s new enterprise sales tool for social selling

8th Aug 2014 • Leave a comment

I’m sure that the vast majority of B2B marketers will, at the very least, acknowledge the value of LinkedIn for business, and with social selling having become an increasing focus within many organisations, LinkedIn have upped their game, and most likely their value to these B2B professionals, by launching a new version of enterprise sales…

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Are technology journalists facing extinction?

30th Jul 2014 • Leave a comment

Dave Lee, Technology reporter for the BBC, recently wrote a blog post named “Technology journalists are facing extinction”. Throughout the post he raises concerns about the lack of need for his job and technology journalists. He looks several case studies where technology journalists are no longer being used. One case study he views at is…

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LinkedIn slashes referral traffic to publishers

18th Jul 2014 • Leave a comment

LinkedIn risks alienating top publishers in the world of business news, some of whom used to rely on the social network for a chunk of their traffic. In its bid to become a content platform in its own right, LinkedIn seems to have cut out some of the big publishers that rely on it for…

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Our magazine about B2B marketing

26th Jun 2014 • Leave a comment

Like many people I love Flipboard. I’ve been curating a magazine on the platform for some time, and have steadily built up a readership of several hundred. It covers a wide range of B2B marketing topics, so why not check out our publication B2B Tech Marketing. Read our magazine

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Digital disruption ahead for publishers

22nd Jun 2014 • Leave a comment

Traditional news outlets are facing a new wave of disruption as the digital revolution sweeps on. According to the third annual digital news report published by the Reuters Institute for the Study of Journalism (RISJ), some news organisations are being outpaced by the speed of change while others show signs of rising to the challenge….

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The effect of Google’s Panda 4.0 on PR professionals

20th Jun 2014 • Leave a comment

Top newswires lost between 60% to 85% of their SEO visibility overnight With their recent series of search algorithm updates, Google have created quite a stir within the marketing environment, and it seems as though their latest update, Panda 4.0, will directly impact the way some PR professionals work when it comes to distributing news….

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How to increase the ROI of retargeting campaigns

12th Jun 2014 • Leave a comment

98% of users don’t convert on their first visit Despite the once common misconception that retargeting was best left for consumer e-commerce sites, it has since become favoured as an incredibly effective tool in the B2B environment, as way of keeping brands in front of the decision makers, during what is a typically long and…

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European Court of Justice makes browsing the internet legal

7th Jun 2014 • Leave a comment

In a decision laced with a surprising amount of common sense, the European Court of Justice (ECJ) has ruled that internet users don’t break copyright law when browsing the web! This is the result of a four year battle, where the Newspaper Licencing Authority wanted to demand that some users pay a licence to be…

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Mary Meeker internet trends report 2014 published

2nd Jun 2014 • Leave a comment

One of the best ways to understand how the internet is developing is to read Mary Meeker’s Internet Trends report. The annual report is seen as one of the most authoritative and insightful, and is published by her employer, the respected VC company Kleiner Perkins Caufield Byers. The report is quite consumer-focussed, but also provides…

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Data protection legislation causing uncertainty for businesses

25th May 2014 • Leave a comment

After all these years talking about data protection, you’d have thought that there would be a clear consensus of how companies should process personal data. The last couple of months, however, show that data protection is still one of the biggest challenges for marketers, even within the B2B space. The big news has surrounded the…

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Are we going to swap impressions for hours when buying online ads?

23rd May 2014 • Leave a comment

Buying online adverts by impression is a tricky business. In fact, the IAB has only recently defined what “impression” should mean: they said that 50% of an ad should be visible to the user for at least one second – not exactly a reassuringly high standard for advertisers, but at least it does eliminate the…

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Google Panda 4.0 rollout

23rd May 2014 • Leave a comment

Over the last few days, Google has been rolling out version 4.0 of the Panda algorithm. The Panda algorithm originally caused panic amongst some publishers back in 2011, and it’s pretty clear that the latest revision has made less of an impact than the original change – Google themselves say that the update will affect…

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LinkedIn tools to support content marketing campaigns

14th May 2014 • Leave a comment

LinkedIn recently launched a couple of tools – the Content Marketing Score and Trending Content. Trending Content aims to help marketers understand what topics to address by identifying the things that are resonating with the LinkedIn audience, whilst the Content Marketing Score aims to provide a metric to measure how effectively your content – including…

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Negative SEO

12th May 2014 • Leave a comment

Recently I’ve been asked “what is negative SEO” by a couple of clients, so thought it would be worth posting a brief overview. Search Engine Optimisation is still mostly about improving your site to enhance its ranking – as its name would suggest. But the reality is that SEO is a zero-sum game: if you…

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New guidance on blogging for UK-based campaigns

30th Apr 2014 • Leave a comment

The Committee of Advertising Practice (CAP) has published new guidelines for bloggers, explaining what is acceptable under regulations that prevent misleading advertising. In the UK you must disclose if content is advertising: this document lays out when you need to disclose in an easy-to-read Q&A format. With sections for both bloggers and brands, it’s important…

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Google to encrypt keyword data for paid clicks

21st Apr 2014 • Leave a comment

A couple of years ago, Google started “hiding” the keywords used when someone visited your website as the result of a search and a click on an organic link. The company has now confirmed that it will be doing the same thing for paid search results. This will prove a real challenge to marketers as…

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Germany implements EU cookie laws, but finds the “hardly enforceable”

5th Apr 2014 • Leave a comment

It’s hard enough to comply with data protection legislation across Europe, and this situation is made worse by the complexity of some laws. A recent article by lawyers Osborne Clark describes how the European Commission has confirmed that German legislation does meet the requirements of the ePrivacy Directive, but does not clarify the situation. The…

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Why did B2B publishers fail to create the next generation of online content?

4th Apr 2014 • Leave a comment

There’s a refreshingly honest interview with Frank Anton, vice chairman of US publisher Hanley Wood on journalism.co.uk, where he admits that B2B publishers in the USA “missed the boat” when they failed to make use of their data and industry knowledge. Hanley Wood was a particularly clear case, as they have housing industry publications, a…

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ASA rules against native advertising

2nd Apr 2014 • Leave a comment

Native advertising is all the rage: if you can make an advert look like editorial, then it will be so much more effective. It’s fantastic, apart from one small problem – the legislation about misleading advertising. You cannot present marketing materials as if they are independent editorial, and recently the UK’s Advertising Standards Authority ruled…

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Forget royalty-free, Getty Images opts for simply free

8th Mar 2014 • Leave a comment

In a very interesting move, Getty Images has decided that threatening small organisations that use its copyright images without payment isn’t working and so they’ve decided to allow the embedding of millions of their images on blogs and social media without payment. You need to use the embed code, which “frames” the image and links…

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Facebook competes for B2B marketing spending

28th Feb 2014 • Leave a comment

In a move that will see them compete more directly with LinkedIn, Facebook has upped its game by allowing advertisers to target users through more advanced segmentation, including employer and job title. By providing businesses with new options to target their one billion users worldwide, the social network giant is hoping to attract more B2B…

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