Digital Publishing: Kiera Doherty – Weber Shandwick

As the course leader of Advances in Digital Marketing at Heriot-Watt University, I have arranged a series of guest speaker sessions with leading digital marketing practitioners in Dubai. Last week the students enrolled in this course and myself enjoyed a one-hour session with Kiera Doherty, Head of Digital at Weber Shandwick in the Middle East.

Consumer engagement as a key performance metric in social media

The concept of consumer engagement is used in advertising and among marketing practitioners, ranking consumer engagement as one of the top priorities of online marketing activities. Among the reasons behind this interest are that consumer engagement is associated with consumer trust, satisfaction and loyalty and commitment, all of them strong indicators of long-term sales, word-of-mouth and brand advocacy.

UAE Inter-School Business Challenge 2016 was a big success!

For the second time I was part of the organising team of the UAE Inter-School Business Challenge at Heriot-Watt University, Dubai Campus. On this edition the interest was even greater than the last year, with over 200 students, 40 teams and some of the most prominent...

Digital Disruption Conference at the University of Reading

I'm excited to be taking part in the first Digital Marketing Conference at the University of Reading. The theme: Digital Disruption Where? The University of Reading - Palmer Building When? 11th March, from 5 pm   Overview of the conference: Digital Disruption is...

What does a sales intelligence analyst do?

Interview with Gianluca Di Chiara - Sales Intelligence Analyst @ Vodafone Italy. Transcript Rodrigo PEREZ VEGA  Thank you, Gianluca for agreeing to take part in the series of interviews where I'm interviewing marketers and digital marketers around the globe that I met...

AI and Marketing: a few thoughts after the 51st Academy of Marketing conference.

This week I went to Stirling to attend the Academy of Marketing conference. I took part in a workshop that looked at the intersection between AI and Marketing. My interest in AI derives from my innate interest in technology. Almost 8 years ago, when I decided I wanted...

How to find a good marketing dissertation topic

t’s that time of the year when MSc students around the world start thinking about their marketing dissertation topics. A few years ago I wrote a post on “How to choose a dissertation topic in marketing” for INYIYD. I decided to create an updated version of that post...

Increasing Facebook fan page engagement: on being attractive, social, and visually appealing to your customers

Communication through social media is becoming increasingly sophisticated, with an accompanied growth in research on the strategies to increase online brand engagement behaviours. A bulk of this research focusses on consumer reviews as a determinant of hotel...

How to Create a Customer Journey Map

According to Salesforce, 80% of senior-ranking marketers state that a cohesive customer journey is absolutely critical for success. These marketers understand how a customer or user journey map can streamline processes and provide customers with a consistent...

#HenleyDigital is now over – reflections and future directions for my digital marketing modules

For the second year, I had the opportunity to teach the Digital Marketing modules at Henley Business School at both undergraduate and postgraduate levels. I called the module #HenleyDigital, and some students have engaged with the hashtag on Twitter and...

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What does an SEO specialist do?

What does an SEO specialist do?

I interviewed Swapna Anandikar-Mulye about her role as an SEO specialist at The Guide Dogs for the Blind Association. I met Swapna a couple of years ago when she was studying Digital Marketing at Henley Business School. Below a transcript of the interview: Rodrigo...

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What do brand managers do?

What do brand managers do?

As part of my activities as the Program Director for the MSc in Marketing at Henley Business School was to reconnect with some of our Alumni that have graduated from the Program and that now work in different areas of Marketing. The idea was to give current students...

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What is a theory?

What is a theory?

You are being asked to make a theoretical contribution and to find theoretical research gaps. This can be a daunting task, especially when you don’t know what can be considered as a theory and what is not. This guide will point you in the right direction. What is a...

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How to Create a Customer Journey Map

How to Create a Customer Journey Map

According to Salesforce, 80% of senior-ranking marketers state that a cohesive customer journey is absolutely critical for success. These marketers understand how a customer or user journey map can streamline processes and provide customers with a consistent...

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How to make money online?

How to make money online?

If you’re looking to make money online, you need to understand the different revenue models that are available. A revenue model describes the process by which money can be earned. Choosing a revenue model for your online business will help with decisions regarding how many resources to invest in your business.  There are four main revenue models: selling content, selling information, selling advertisement space and selling services

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Dark Social: what is it and what it means for your business?

Dark Social: what is it and what it means for your business?

Dark Social has become a major topic among marketing practitioners in the past years. The reason behind this is that marketers are realising that dark social behaviours are increasingly popular among consumers. In this article, we will look at what dark social is, and we’ll share some recommendations on how to leverage on this online behaviour.

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The UK General Election: can social media covfefe influence the elections?

The UK General Election: can social media covfefe influence the elections?

Social media was, without a doubt, at the centre of all candidates’ campaign strategy in this General Election. However, this was not always the case. The Obama campaign popularised the use of social media for political reasons in 2008. Before that, ‘respectable’ politicians tended to shy away from this channel. The reasons are similar to the one’s brands experienced in the early stages of social media adoption: it is hard to control what happens once a tweet or Facebook post is out, and politicians (as well as brands) were not very keen on criticism on these public platforms. However, the attitudes towards social media by politicians worldwide is more welcoming today than ten years ago, and many of the most prominent personalities in the global political sphere have a prolific social media presence and covfefe. However, is it a positive thing?

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Blue Monday, fact, fiction or purely a marketing opportunity?

Blue Monday, fact, fiction or purely a marketing opportunity?

Today is supposed to be the gloomiest day of the year, according to Dr Cliff Arnall, a former academic specialised in the field of psychology that devised a formula that is supposed to determine the gloomiest day of the year based on some rather grim factors. Beyond the validity of Dr Arnall’s depression score formula, some opportunities arise from events like this from a marketing perspective, and businesses have embraced rather happily Blue Monday to their calendar of marketing communication activities and promotional events.

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Uncovering online brand communities

Uncovering online brand communities

Online brand communities (OBCs) have increasingly gathered the attention of marketers as they can generate several positive outcomes for brands. An online brand community is a specialised group of people that gathers in online environments with a shared interest (usually a brand, a brand category, or a particular web page). These online communities become a space where consumers share ideas, feelings and opinions about a product or a brand. In this article, we will examine this phenomenon from an SME perspective as we believe that understanding how these communities work can also be beneficial for small businesses.

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