The following is a round-up of marketing news from the last 7 days. It covers mostly marketing issues, tools you can use right now to promote your firm plus software that will help those endeavours. The really good thing is that most of them are free – yes, that’s right, they won’t cost you a penny.

By the way, don’t forget to read my blog posts on current affairs, finance scams, recession (yes, it may be back again together with higher interest rates and plummeting property values), the audit of honesty in organisations and much more at:

If you didn’t see it, why not read last week’s blog about The Economic Miracle that George [Osborne] invented.

Potential Impressions vs. Actual Impressions: Which Should You Measure?

Since Twitter updated its activity dashboard to include actual impression data, the author says he has heard one question from a lot of social media marketers: Should my team focus on potential impressions, or actual impressions?

It’s a good question, albeit a tricky one. And as is the case with most analysis, there’s no universal answer. If there were, we’d just call it math (and I’d be out of a job). As the breadth of social measurement grows, and we’re able to granulate specific actions, we can find very specific insights from the data we look at. In the case of impressions, this means we can find use cases for both types.

What Is An Actual Impression?
The definition used by Twitter in the new activity dashboard identifies an impression as “anytime a user sees your Tweet.” Think of it like a pageview in Google Analytics. If your Tweet physically shows up on a user’s monitor, that’s an impression. This is incredibly valuable as a marketer in the broad sense of the title. As data becomes more essential to the social marketer’s process, and tactics are formalized, social media is being fully integrated into the marketing process, no matter what that process looks like in your particular industry.
Read more here.

A comprehensive guide to investing in the UK

From Legal Week Law, This free Herbert Smith Freehills’ guide aims to explain the key legal issues affecting planned or existing investment in the UK, acting as a glossary or step-by-step guide for overseas investors. It’s just what your clients and prospective clients want.

The UK has successfully retained its leadership position in Europe for inward investment. The country’s financial and professional services and the strength of London remain a powerful draw, and it is still the most attractive destination for foreign direct investment into Europe. At first, the legal system in the UK, the way in which investment in companies is made, the restrictions on acquiring businesses in the UK and the rules on money laundering, financial services, employment, tax law and other areas, can be difficult to understand.
Click ‘View Briefing‘ to download the full guide. Registration is required.

Come on… Have some fun! Circle the skies, from your phone

Flight simulators are one of the most enduring types of computer games. For years, they were primarily played on traditional PCs, but many smartphones and tablets are now powerful enough to give simulator apps the realistic look and feel of swooping and soaring through the sky.

Infinite Flight, which is $5 on iOS and Android, is easily the most impressive flight simulator for mobile devices. The app has realistic graphics and sophisticated controls that simulate many aspects of flying real aircraft. It also comes with a number of aircraft, and locations to fly around. To start, select an aircraft type, like a small Cessna or the powerful F-18 fighter. Next, choose a location and some basic weather options. Then you’re immediately transported to the cockpit, with a beautiful view of the sky and ground and a display of the important aircraft controls.
Read more, here

Lots of Marketing ideas from Marketing Profs

Here are lots of new ideas from Marketing Profs. Click on the links below.
The New Anti-Spam Law in Canada: A Primer for Email Marketers
Facebook Mood Manipulator & Snapchat, Reddit, Instagram News
Planning Tool: Blogging
Seasonal Search Trends by Industry
Using the Cloud to Tear Down the Walls of Customer Channels
When Being Banned Is a Big Win: Four Lessons From Beats by Dre
How Much Do Chief Marketers Get Paid? [Infographic]
Using Buyer Personas to Make an Impact on Marketing ROI
Car Tech: Time for Automakers to Get in the Fast Lane
Serving Everyone Means Serving No One: Customer-Centricity Truths
Has Google Penalized Your Website? SEO Can Help
Social Media Engagement: Kim Garst & Nathan Latka at Social Fresh
How to Create an Emotional Connection With a Customer
The 10 Brands Businesspeople Respect Most (and Least)
What the European Union’s Ruling About Google May Mean for You
Community Trolls: Types, Motivations, and Solutions
2014 Marketing Automation Benchmarks and Trends
All You Wanted to Know About Mobile but Were Afraid to Ask
How Big Businesses Use Colors to Affect Your Emotions
Three Types of Data That Can Help You Connect With Leads

Add sizzle to your PowerPoint presentation with shapes and special effects

Unless you’re presenting a cure for insomnia, you want your PowerPoint slides to engage your audience without distracting them from the presenter (you). Too much text invites people to read rather than listen—if they don’t just tune out completely.

Fortunately, PowerPoint 2013 has some amazing new graphics features, as well as updates on older ones, that let you add customized eye candy to your slides. Here, we’ll show you how to create and format basic shapes and add some special effects.
If you want your presentation to sizzle, read this article, here.

11 secrets for creating a viral hit from the king of online video

Rebecca Burn-Callander, Enterprise Editor of the Telegraph wrote an interesting article on this subject.  Do you want to send your brand or project viral, she asks.  The creator of Barcroft Media, which has attracted 500m views with its eye-catching content, shares his tried-and-tested tips for creating a hit online video If you are a regular user of Facebook, Youtube, or a fan of the Telegraph photo galleries, it’s likely that you’ve seen – and probably shared – content created by viral agency Barcroft Media. In this article, founder Sam Barcroft reveals some of his most valuable tips for creating digital videos that will be seen by millions.
Read more, here.

7 Shortcuts every Boss should know

These common-sense tips and techniques will make you a better manager. After decades of observing executives and entrepreneurs in action, the author says he’s come to the conclusion that good management is mostly a matter of common sense. That being said, common sense can sometimes be in short supply. To fill that lack, this article provides a “cheat sheet” from the “How to Manage Your Employees” chapter of the author’s new book, Business Without the Bullsh*t: 49 Secrets and Shortcuts You Need to Know.

More on How to Be a Great Boss

Read more, here.

10 technologies that will transform PCs in 2015 and beyond

“The PC’s future is so bright, you gotta wear shades” writes the author.  You might write off PCs as archaic or boring. You might take for granted that they’ll get faster, lighter, more power-efficient and more convenient to use over time. But if you stop and consider all the things that go into making a computer better, there’s actually a lot to be excited about.

This article gives you 10 PC advancements that will transform PCs over the next several years.
Read more, here

Secrets of a successful accountancy firm

“What is the purpose of a business?” What do you think the answer is, asks Mark Lloydbottom. This is the first in a series of articles on becoming more successful in AccountingWEB’s Practice Excellence Programme.

This is a question that’s been asked at many workshops and on three continents. The first respondents invariably, sometimes tentatively suggest, “to make a profit.” The author waits a while to see if any other responses emanate from the participants until eventually someone offers the [correct] answer that is to meet the needs of its customers. The extent to which a business meets or exceeds the needs of its customers there will be a number of outcomes, one of which is profit.
Read more, here

5 Lesser-Known Email Etiquette Rules You Might Be Breaking

In the two decades since email began saturating most workplaces, most people have come to agree on some basic etiquette rules, such as don’t reply-all when you don’t need to and avoid using all caps unless you’re screaming at someone. But there are finer points of email etiquette that aren’t as universally acknowledged but can make you a far more effective emailer. Here are five lesser-known email etiquette breaches that you might still make.

  • Waiting to respond to an email until you know the answer – even if it takes days.
  • Assuming that you don’t need to respond if you’re more junior than others receiving the email.
  • Sending out “gentle reminders.”
  • Responding to a serious or sensitive email with only “OK.”
  • Sending emails that are too long or aren’t clear about what action you’re requesting.

Read more, here

Answering questions about your Social Media campaigns

With an increased investment in social media marketing comes an increased need to know which tactics work, and why. You can learn how to answer the questions that will help you share the success of your campaigns with your boss [or your co-directors or partners]. You can download a free guide to learn things like:

  • How to provide a high-level campaign summary
  • How to share what your audience is saying about your brand
  • Ways to connect social media activity to sales
  • How successful your brand’s customer service is on social

…and much more.
Read more, here

A Better Way: Cut through the “noise” with a personalised approach to Email

In a sea of distraction, everything from our inbox to our favourite social media feed is buzzing with people and brands competing for our attention. It’s becoming increasingly difficult to cut through the noise to reach leads and customers. Amid the chaos, your one-size-fits-all email blast just doesn’t grab anyone’s attention anymore.

Trying to make sense of email marketing tactics that work today? This free short guide will explore:

  • How to ditch the one-to-many blast for one-on-one engagement
  • How email nurturing drives small business growth
  • How to leverage email marketing and CRM to automate your marketing efforts

Read more, here

Six tips for using existing data more wisely 

Organisations are collecting more data than ever before and processing them in new ways in an effort to improve their businesses. But often they are not using the data in the right way — if they are using them at all. Eighty-seven per cent of finance professionals said Big Data holds the potential to change the way business is done, according to the CGMA report From Insight to Impact: Unlocking Opportunities in Big Data. But 86% of those surveyed said their businesses struggle to get valuable information from the data they have. Hurdles to maximising data’s value include organisational silos, challenges related to data quality and an inability to work with unfamiliar, non-financial data.

The article provides six ways to make sure you are collecting the right data and making the most of the data you already possess.
Read more, here

Martin Pollins
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