Posts by Ann Druce

A great example of content marketing

Despite all the publicity that Content Marketing is getting lately, there’s still a fair bit of uncertainty around it.  And in case you think it’s all about blogging,  there’s a host of options you could use. Two weeks ago, Chipotle raised the stakes on content marketing.  This chain of Mexican restaurants, pride themselves on what…

Read More

Unwanted links can damage your digital marketing

You need links Building links with other high quality websites has distinct benefits and is a vital element of digital marketing.  It gives you the opportunity to expose your web content to a wider audience and generate additional traffic. Not only can you dig for more information, demonstrate appreciation or add value to someone else’s…

Read More

Capitalising on other people’s content marketing

I’m not a fan of passing someone else’s work or research off as your own, but there is a quick – and ethical – way to score additional Google ranking using other people’s Content Marketing. And search ranking is a vital part of being found online. Tap into Google’s priorities Google rates the quality of…

Read More

Customer service is strategic marketing

Yesterday was exactly one month since I logged a complaint on the FNB website.  I know this because they sent me an acknowledgement, complete with a reference number and a promise that they’d contact me “shortly”. Now, I’m not sure what they consider shortly, but I don’t think I’m unfair in suggesting that a full…

Read More

Advertising you just can’t ignore

On Friday, a very strange green car sped past me as I crossed the Umgeni River.  I was fascinated and needed a better view. Now isn’t that the ideal response to an ad?  This road is notorious for speed traps, so I wasn’t going to chase after it, but for once, I hoped for a…

Read More

Provocative advertising can be risky

This week, all hell has broken loose in England over a simple TV commercial. Okay, that might be a little overstated, but there’s certainly been controversy.  The ad has had over 350 000 online views in a week, and I thought you might like to see it too. It’s a case study in how advertising…

Read More

Taking content marketing offline

It’s a bit embarrassing; in a severe case of the cobbler’s children having no shoes, I’ve been offline, neglecting my content marketing for a few weeks while I was focused on a client’s content project; not exactly living up to the fundamental truths that: content marketing has to be planned and executed timeously, and no-one…

Read More

I’m not a shoplifter

I tend to be fairly easy-going about the hoops we jump through because of other people’s lack of integrity.  I understand that retailers may tread a fine line between treating their customers like would-be criminals and having shrinkage eat up all their profits, and usually I see their security measures as a little irritating, but…

Read More

Negative marketing can produce great advertising

I’ve never been a big fan of negative marketing.  I don’t believe that slinging mud at your competitor is a sustainable brand positioning, and there is no doubt that you can build awareness of your competitor instead of your own brand. Years ago, you may recall, Mercedes Benz ran a TV commercial based on the…

Read More

How to get great creative advertising

We’ve all seen them, the ads we wish we’d been part of creating. The ones that stop you in your tracks, make you turn back the page or maybe rewind the PVR. Advertising that tells a story, entertains, or makes you catch your breath. It doesn’t have to be a big budget campaign. It might…

Read More