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This is video number 584 and blog post number 658

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Awario Social Listening Tool – Review

Mike Pitt — Thu, 28 Apr 2022 13:13:38 +0000

This video is called, Awario Social Listening Tool – Review By Mike Pitt. If you want to subscribe to our YouTube channel, you can . Mike Pitt is the Founder of Marketing Fundamentals Ltd, a B2B Content Marketing Agency in London.

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In this video, Mike Pitt discusses, Awario Social Listening Tool – Review

This video will be of interest to business owners, B2B marketing managers, Content Marketing professionals, Social Media Managers and others who are responsible for marketing a business.

Social Listening

In this video, Mike Pitt discusses, Awario Social Listening Tool – Review. There are two very strong reasons for using a social listening tool for your business. In this video, Mike Pitt discusses these reasons and then reviews the Awario Social Listening tool. During the video, Mike demonstrates how to sign up for a free trial of Awario and the benefits of doing so. He also gives his recommendations during the video.

After you’ve watched the video, let me know your views in the comments section.

Take Action

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This is video number 552 and blog post number 649

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Can AI Write Your Content for you?

Mike Pitt — Thu, 26 Aug 2021 11:50:19 +0000

This video is called, Can AI Write Your Content for you? By Mike Pitt. If you want to subscribe to our YouTube channel, you can . Mike Pitt is the Founder of Marketing Fundamentals Ltd, a B2B Content Marketing Agency in London.

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In this video, Mike Pitt discusses, Can AI Write Your Content for you?

This video will be of interest to affiliate marketers, business owners, B2B marketing managers, Content Marketing professionals, Social Media Managers and others who use LinkedIn to market their business.

AI – Artificial Intelligence

In 2017, I created a video entitled What Impact Will Artificial Intelligence Have on Content Marketing? At the time there were no obvious ways that AI could help you write blog posts although it looked as if that would eventually be the case. Fast forward to the present day and it is clear that in 2021 there are a plethora of software solutions that enable you to create content more quickly. I discuss those of these software solutions in this video. In is quite amazing the progress that has been made in a few years.

We are not yet at the stage where AI can write entire content pieces without input from yourself but the progress made means that your blog creation workflow could be considerably shorter if you use one of the many AI content solutions available.

Take Action

Have you experimented with AI content solutions yet? Will you consider doing so after watching my video? Let me know in the comments section below. Also, let me know if you would like my help.

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LinkedIn: Company Page Followers No Longer Viewable

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This is video number 468 and blog post number 619

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Should Social Media Accounts Require Verified ID?

Mike Pitt — Thu, 29 Jul 2021 11:00:58 +0000

This video is called, Should Social Media Accounts Require Verified ID? By Mike Pitt. If you want to subscribe to our YouTube channel, you can . Mike Pitt is the Founder of Marketing Fundamentals Ltd, a B2B Content Marketing Agency in London.

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In this video, Mike Pitt discusses, Should Social Media Accounts Require Verified ID?

This video will be of interest to affiliate marketers, business owners, B2B marketing managers, Content Marketing professionals, Social Media Managers and others who use Social Media to promote their businesses.

Social Media Accounts

It will not have escaped your attention that Social Media has an online abuse problem. People in the public eye for their profession or political beliefs are routinely targeted by online trolls who hide behind anonymous social media accounts. Unfortunately, this seems to be a growing problem rather than a diminishing one. Cleearly, there needs to be a changes on the Social Media platforms themselves to prevent this abuse reaching its intended targets.

In this video, I summarise the issues, the people most often affected and how a solution could be potentially found using verified ID documents. The relatively slow progress made by the Social Media platforms has been disappointing for everyone concerned about the issue.

Take Action

What do you think about verified ID for Social Media accounts Agree? Disagree? Let me know in the comments section below. Also, let me know if you would like my help.

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LinkedIn: Company Page Followers No Longer Viewable

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If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

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This is video number 454 and blog post number 615

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How the Marketing Industry Will Grow in the Next Year

Mike Pitt — Fri, 05 Feb 2021 14:06:14 +0000

Is the marketing industry growing? Should you look to marketing as a possible career choice? Maybe you’d like to start your own agency to meet the growing needs of local business owners. There are many exciting things happening in the industry right now.

Experts predict the marketing industry will hit $412.88 billion this year, up from $195.58 billion in 2016. This is faster-than-average growth compared to other industries. Even in the midst of a pandemic, promotional work has seen gains.

Just what is the reason for the growth? How can you get in on the additional work? Here are some thoughts on how marketing will grow and the part you could play in it.

1. Improve Customer Experience (CX)

People demand better CX than in the past. They expect companies to understand their needs and meet them without them having to ask. If you want to compete with other companies, you must know who your customer is and how to fix their problems.

However, you also have to go a step further with your customer service. Once you have those things in place, you can market them as a benefit of doing business with your brand.

You must also work with other departments in the company to ensure the experience is seamless. Talk to sales, new product development, inventory management, and leadership before planning a marketing campaign.

2. Inform Customers

There have been a lot of changes in the past year. COVID-19 has altered the way people shop, the types of things they spend their money on, and the safety measures businesses must put in place. Companies that keep their patrons informed fare better than those that don’t.

As a marketer, your job is to inform your clients about these changes and let them know what you’re doing to reduce risk. Keep your people updated on any new policies, products that help them stay safe, and procedures inside a store or shipping facility.

3. Embrace Omnichannel Marketing

People are growing more and more adept at starting research online and then taking it to a local store, or visiting a nearby establishment but ordering online. They want to know they can return items easily, place custom orders online, place a to-go order via their smartphone, and have it all work perfectly.

Your marketing department must coordinate IT, sales, and leadership to come up with an experience that works well for your customers. Places such as McDonald’s have accomplished this by creating apps where customers can place an order and then pick it up curbside, at the drive-through, or inside the restaurant.

4. Match Visitor Expectations

Even after vaccines have become more widely available, many customers may still feel a bit reluctant to dine inside a restaurant or visit a brick-and-mortar store.

Understand your typical customer and what they need to feel safe while shopping with you. If you have lots of elderly patrons, for example, you may want to continue curbside pickup and delivery indefinitely.

Stores that meet the expectations of their customers elicit loyalty and retain their customers while gaining new ones. The key is not to match their expectations, but to exceed them.

5. Mean What You Say

Some companies love to jump on any cause people seem intent on. Recently, the Edelman Trust Barometer showed that when a brand makes a statement about racial equality, 63% of Americans believe they need to follow up with actions customers can see.

Don’t just jump on a cause because it’s trending on Twitter. Anything you support should come from a place of deep connection, either from the type of product you provide or because you care about the cause.

An example of a company embracing social causes that mean something to them, and marketing their efforts effectively, is Cuddle + Kind. They not only donate a portion of every sale to help feed hungry children, but they also offer jobs to women in countries where they might not have a similar opportunity.

Another example? TOMS sells shoes, so it makes sense for them to come up with a model where they donate a pair to someone in need for every pair that’s purchased. People having shoes is something they care about, and the cause ties into their product perfectly. They aren’t trying to just jump on the latest popular idea. They have a deep need to put footwear on anyone who needs it.

6. Grow Your Social Presence

Experts predict social media marketing channels will grow about 15.2% through 2026. More people get online every day, and a majority of them are on one social platform or another.

If you aren’t already marketing on social media, now is the time to develop a strong brand presence. Figure out which networks your target audience frequents. Come up with a personality and way to engage your users authentically and helpfully on those platforms.

7. Augment Your Reality

Technology changes at a rapid pace. Expect the number of brands using augmented reality (AR) and virtual reality (VR) to increase in the next few years. Already, marketers use AR by adding a scannable QR code that starts a video on the phone or pulls up AR to immerse the person into a scene.

Create an app where users can place a product in their room and see how it looks, try different outfits on an avatar, or make other adjustments to see what works best for them. The more fun you make the experience, the more likely consumers will return.

You can also gather testimonials of why your clients like the AR features and use those statements in your advertising.

Try New Things

Although it’s impossible to predict every change in the industry, one thing is certain that there will be new innovations. As technology advances and you notice marketing trends, try different methods. Through trial and error, you’ll hit on the perfect combination that works for you and your clients.

Eleanor Hecks

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This post was written by Eleanor Hicks for the Marketing Fundamentals Team. Eleanor Hecks is editor-in-chief at Designerly Magazine. She was the creative director at a digital marketing agency before becoming a full-time freelance designer. Eleanor lives in Philly with her husband and pup, Bear.

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How to Move Overseas with Your Business Ft Wendy Kendall

Mike Pitt — Thu, 15 Oct 2020 10:21:33 +0000

This video is called, How to Move Overseas with Your Business Ft Wendy Kendall By Mike Pitt. If you want to subscribe to our YouTube channel, you can . Mike Pitt is the Founder of Marketing Fundamentals Ltd, a B2B Content Marketing Agency in London.

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In this video, Mike Pitt discusses, How to Move Overseas with Your Business Ft Wendy Kendall

This video will be of interest to business owners, content creators, B2B marketing managers, Content Marketing professionals, Social Media Managers and others who are considering moving abroad with their business.

Move Overseas

The global pandemic accelerated the rate of digital transformation around the world. Faced with restrictions on movement and lockdowns necessitated by coronavirus, companies have embraced location independent working or working from home (WFH) more than ever before. If you move overseas for personal or family reasons you can now do so safe in the knowledge that you will be able to continue your business from overseas. This is exactly the scenario that my guest, Wendy Kendall has recently experienced.

In this video, I interview Wendy Kendall, the founder of growyourpsychologypractice.com Wendy shares practical tips for adapting to a new local culture and customs when moving overseas with your business. If you are planning to make to move overseas with your business, you’ll get a lot of value out of discussion and you should definitely listen to the interview in its entirety.

Take Action

Have you made plans to move overseas with your business? Having listened to the interview, are you planning to make any changes to your approach? Let me know in the comments section below. Also, let me know if you would like my help.

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LinkedIn: Company Page Followers No Longer Viewable

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What Impact Will Artificial Intelligence Have on Content Marketing?

This is video number 396 and blog post number 580

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Is Location Based Content Marketing Going to Happen?

Mike Pitt — Thu, 22 Nov 2018 14:03:06 +0000

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A few years ago, I was working with a client in the fast moving consumer good sector (fmcg). Location based marketing was one of the major themes I explored in content that I created for them; location based marketing utilising Beacon Technology appeared well suited to retail.

For those of you not aware, beacons are small wireless devices that transmit Bluetooth signals to nearby smartphones. Grocery retailers could send promotional offers to passing shoppers and cinemas could alert passers by to their latest cinema deals.

It was as if what happened Tom Cruise’s character (John Anderton) in the film, Minority Report was going to become the norm.

Credit: 20th Century Fox

However, even before GDPR the location based marketing revolution never really got going. There are a number of reasons for this;

Beacons signals can be blocked by physical objects

It can be hard to find suitable locations to position Beacons

Customers have to be opted in and have bluetooth enabled to receive messages

Customers need to be holding their phone and to look at their phones.

Beacons are powered by batteries and it is not clear how long the batteries last.

Consumers have shown no interest in Beacons.

This is not an exhaustive list but already it is clear to see the practicalities of Beacon Technology do not match up to the vision.

Location Based Content Marketing

If location based Content Marketing were to become a new form of communication, I could imagine it working well at an industry conference, it would need to utilise the same technology that our colleagues focused on business to consumer (B2C) communications have been experimenting with. I do not predict this happening anytime soon.

There are other technological areas bringing change to Content Marketing sooner than Beacon Technology. Artificial Intelligence is one, the use of Chatbots and automated scheduling for Social Media is fairly common now, these are both examples of Artificial Intelligence. However, it will still be some time before Machine Learning and Natural Language Processing will be able to create machines that can write content. I explored this area in this post, What Impact Will Artificial Intelligence Have on Content Marketing? I am sure you will find it interesting.

Have you experienced Beacon Technology in a retail setting or a museum? Let me know in the comments section below.

It has taken us a while to find the right email partner but we believe that Constant Contact has the flexibility to meet our email needs and yours too.

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What Impact Will Artificial Intelligence Have on Content Marketing?

This is video number 251 and blog post number 487.

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How to Test a Cognitive System

Mike Pitt — Thu, 05 Jul 2018 09:46:43 +0000

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With businesses using cognitive systems and significantly more predicted to be implementing these in the future, it is worth doing your research into this tech.

Whether you are already using cognitive technologies to streamline services and drive revenue, or you are planning on introducing it in the future, it’s important to know how cognitive systems are tested. This is because the technology involved is complex and requires a multi-faceted approach. Here is an overview of how testing is done.

Why Test It?

Before you begin testing the cognitive system, it is worth considering the benefits of conducting the tests in the first place. Cognitive computing is an artificially intelligent way of providing results. It is used in everything from robotics to language programmes and it works by simulating the human brain.

By solving problems automatically, it removes the need for humans intercepting and influencing the system. This ultimately means cognitive computers can speed up processes and increase efficiency.

With this in mind, testing is important. It ensures the computing software is being receptive to any changes. The system builds its knowledge so that it can adapt and pick up on things that may be missed by humans. Testing can ensure this continues and ultimately benefits businesses using this technology.

Testing Types

There are various testing techniques that can be used on cognitive systems. Companies like Sogeti offer testing services that cover these techniques across a variety of applications, and the goal is to deliver quality results.

One of the tests you may encounter is the ‘testing triangle’ or ‘testing pyramid’. This comprises three test layers that incorporate a unit, functional, and UI test. By following the triangle layers, testers can drill down into certain sections before running through the whole thing.

Other tests you may come across include the smoke test, which tells you if the system is behaving badly enough for it to figuratively be set alight; the ingestion verification test, regression testing – a way of testing how likely your software is to fail; and overall accuracy testing. These all break down the individual areas of the cognitive system that are tested in the pyramid test and create individual sets of data.

Automated and Manual Testing

Before the triangle, there was manual software testing for cognitive computing applications. While it does the job, this is a slow and costly process that doesn’t always get the desired results. Some testers will still manually test, however, if they need selective results, but generally this is a last resort.

Automated testing is better than manual testing in that you only need to write one test up and you can leave it to run multiple times. The main drawback with this is if the cognitive software doesn’t marry well with the testing software. This means that the results could be skewed just as you need to be delivering the results.

Testing Takeaway

It is important to note that whatever testing system you run, you need to ensure you stick to the basics. Don’t lose sight of the end goal, which is to make sure your cognitive system is operating at full capacity and delivering the results you need.

Do you have a cognitive system in place for your business? What testing techniques are you using to ensure you are reaping the benefits? Let us know in the comments section below.

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Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms. We hope you find this information useful.

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Marketing Fundamentals Team

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