Inbound Marketing Age

Keith Errington

Keith Errington
Keith has a unique mix of talents and experience in marketing and communications. He writes regularly for the Equinet blog on marketing, social media, and strategy.

Recent Posts

Why marketing needs to be done by humans not bots

Written by Keith Errington  |  7, December, 2018  |  0 Comments  Subscribe

This year there has been a lot of talk about marketing automation, programmatic marketing and artificial intelligence, with promises of streamlining the marketing process and making it all more efficient.

With robots replacing jobs in manufacturing and with automated machines at the checkout and selling tickets at railway stations, with driverless cars on the horizon, and with chatbots being used to handle customer support, how worried should we be about our future as a human being working in marketing?

Let’s look at four critical factors.

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5 ways for marketers to make an impact in the age of fake news

Written by Keith Errington  |  4, December, 2018  |  0 Comments  Subscribe

What if I were to tell you that 73% of the content posted to the Internet was fiction, that in the past ten years the number of verifiable facts within web pages had dropped by 48%, and that the vast majority of content was now being produced by trained squirrels in Tanzania?

Hopefully, you would realise that these are all pretty good examples of fake news - one of the biggest threats facing the Western World today (according to some commentators).

It varies from the almost believable to the absolute absurd, but has one thing in common: it bears little resemblance to the truth.

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Why B2B needs Augmented Reality

Written by Keith Errington  |  21, November, 2018  |  0 Comments  Subscribe

There has been a lot of content in the past year focusing on the potential impact of Artificial Intelligence (AI) on marketing. Here at Equinet, we’ve covered the topic discussing the nature of AI and how it has changed B2B marketing.

But a recent report by the Economist Intelligence Unit and Osborne Clarke has unearthed the fact that UK businesses believe that over the next five years AR and VR will have a greater impact on their business than AI. Based on a survey of 550 senior execs from 11 countries, the research found that 88% of UK organisations believe AR and VR will have a significant business impact by 2022 – compared to 70% of those that said AI.

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Six things all marketers can learn from Iceland’s ‘banned’ Rang-Tan advert

Written by Keith Errington  |  16, November, 2018  |  0 Comments  Subscribe

If you have been on social media, reading the news or following all things marketing, then you can’t help but have noticed the public response to the ‘banning’ of Iceland’s latest advert featuring the animated story of Rang-Tan – an orangutan whose had to leave his native forest due to palm oil production and ends up ransacking a little girl’s bedroom.

Currently, the advert is hosted on YouTube which has seen an estimated 30 million views (a figure that includes social media shares).

And a petition to “Release Iceland’s banned Christmas advert on TV” on Change.org is headed for a million signatures as of the time of writing.

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Seven steps to simply succeed with customers

Written by Keith Errington  |  9, November, 2018  |  0 Comments  Subscribe

There is a phrase that many people use when giving advice on a new task, process, or procedure: Keep It Simple. It’s a great piece of advice for so many undertakings – as over complicating things inevitably leads to more mistakes and errors, with a greater chance of failure. After all, you never hear anyone say, “Make it more complicated”

In previous posts, we have talked about how important not only gaining but retaining customers is. Retaining customers is essential for a whole bunch of reasons including the possibility of repeat business and their potential to become advocates for your business. So how do you attract and keep customers? Do you have to go through a complex set of procedures? Are there sacred rituals involved? Which gods should you pray to? Or do you simply cross your fingers and hope for the best?

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The secret to customer service success in the real world

Written by Keith Errington  |  30, October, 2018  |  0 Comments  Subscribe

We live in a world of social media and instant communication, peer review sites and messaging. People are sharing their experiences of products, service brands and life in general, more than ever before. And not just people – the people that your business deals with – your customers and prospects – your buyers.

This has several implications for a business, firstly your product or service has to do its job, it has to be fit for purpose – otherwise, your customers will share their feelings and views on its shortcomings with other customers and potential prospects. Word will soon get around, and you will find it hard to improve sales without fixing the product or service and publicising the fact. Secondly, your customer support has to be fit for purpose too – you have to keep your customers happy, or again, those poor experiences will be shared.

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Successful Marketing in the world of GDPR and Walled Gardens

Written by Keith Errington  |  25, October, 2018  |  0 Comments  Subscribe

Imagine a world without data.

A world where advertisers and marketers have no details about their prospects and where the first data they can collect is the buyer’s name on a purchase order.

With GDPR, which severely restricts what data the marketer can collect and how they collect it, and the so-called ‘walled gardens’ of Google, Facebook and Amazon, which only allow access to their customers on their terms, we may be headed in that direction right now.

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Why the human touch is essential in B2B marketing

Written by Keith Errington  |  18, October, 2018  |  0 Comments  Subscribe

Wouldn’t business be so much easier if you didn’t have to deal with people? Well, today, there’s a whole range of systems, content channels and marketing techniques that allow you to market a business with little or no direct human interaction with the potential customer. Major companies are heavily investing in complex algorithms – often erroneously sold as Artificial Intelligence – that can interact “intelligently” with the prospect and customer.

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How selling to existing customers can boost business growth

Written by Keith Errington  |  5, October, 2018  |  0 Comments  Subscribe

Most companies are quite rightly, focused on sales. But they often concentrate on searching out new customers to get those sales – ignoring the easier and more lucrative market right on their doorstep – existing customers.

Did you know you have a 60-70% chance of selling to an existing customer? That’s versus 5-20% of selling to a new prospect.

So the first reason for selling to existing customers is that it’s an easier sell.

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Is Growth Hacking an effective technique for growth?

Written by Keith Errington  |  1, October, 2018  |  0 Comments  Subscribe

Since Sean Ellis coined the term Growth Hacker in 2010, there has been a considerable amount of hype around the term and its related verb Growth Hacking. Many proponents point to the most famous start-ups as examples of growth hacking and make great claims for its effectiveness. But what is growth hacking, and is it an effective technique for growth?

Growth hacking – a definition

Surprisingly, there is some difference of opinion about what growth hacking actually is.

Wikipedia defines it as: 'A process of rapid experimentation across the marketing funnel, product development, sales segments, and other areas of the business to identify the most efficient ways to grow a business'.

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Social Media Pros and Cons: The Top 10

Written by Keith Errington  |  21, September, 2018  |  0 Comments  Subscribe

Over the past ten years or so, we’ve seen social media move from being an early adopter’s marketing experiment to a tried and trusted channel for both B2C and B2B marketing.

But that doesn’t mean you should rush in and use it without thought – like any communications medium it has its benefits and its drawbacks.

And like any marketing medium, there are things it’s great for, things it’s not good for, and things it should never be used for.

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