eDigital

Author: Mauricio Escobar Mármol Published: 18 May 2013. Want...

Sun, 19 May 2013 19:10:00 +1000

Author: Mauricio Escobar Mármol Published: 18 May 2013.

Want to have a website that ROCK!?

Below are my key SEVEN fundamental factors all successful websites have in common:

Uncluttered: successful websites allow visitors to quickly scan information. Clean designed websites that promotes the right amount of information are the winners. To get more tips on Web page design you can read my post on effective web design.

Credible: websites that rock offer credibility clues such as: professional design (great look and feel), business history, case studies, easy to find contact details (address, phone numbers), awards, videos, testimonials, experts and/or celebrities opinions.

Great content: unique and relevant content related to how their products/services solve a customer issue. Some of very successful content types are: Expert interviews and/or case studies, “How to” articles, Interviews with producers (factory workers, service delivery staff, etc), behind the scenes articles, Sneak peaks of their new coming products and/or services, Industry trends, Consumer Question and Answer articles, Breaking news and/or weekly wrap ups, Sponsorships (National, regional, community, individual levels), Community involvement (donations), Awards and recognitions articles, e-books, games, webinars, Celebrity articles or celebrity appereances, Consumer contests and competitions, Surveys results and insight.

Visitor details capture and segmentation: Successful websites know when it is the precise time to ask for visitor details information. Do not ask if there is not a strong reason for visitors to leave their details.

Conversion: Measurable activity in Google Analytics ( or any other web analytics platform) and optimize accordingly.

Buzz: successful websites allow visitors to like, comment and upload new and relevant content. They make use of blogging platforms and social media widgets.

Responsive and approachable: Successful websites communicate what visitors can expect and are responsive to any queries or questions. You can also read how to deal with difficult commentary here.

Hope the below helps you prioritize the key areas when improving or creating your website. eDigital can help you strategise your website revamps and source unique and relevant content.

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CALL Mauricio Escobar Mármol on 0481 367 711.
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Author: Mauricio Escobar Mármol Revamping or building a new...

Wed, 24 Apr 2013 13:51:00 +1000

Author: Mauricio Escobar Mármol

Revamping or building a new website? Our 6 wins for effective user navigation

Clear call to action. Right at the top! Read 14 tips for effective call to actions.
Bread crump navigation (no flash)
Follow the grid
Ample white spaces
Balanced text and graphics
Consistent branding throughout (header, footer)

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Great Wireframing and prototyping tools: HotGloo and Mocking bird.
I can help your business manage your website revamp project. Just contact me via Phone: +61481 367 711 or via Skype.

Email Mauricio Escoba Mármol (Senior Consultant @ eDigital).
Follow Mauricio on Twitter - LinkedIn - Facebook.

Author: Mauricio Escobar Mármol Need unique, compelling content...

Tue, 23 Apr 2013 10:21:00 +1000

Author: Mauricio Escobar Mármol

Need unique, compelling content for your website? Here 100 great content marketing examples curated by the Content Marketing Institute. It includes:

Webinars & Live broadcast
e-Books
Games
Documentals
Info-graphics
Micro-sites
Community blogs
Mobile Apps
Print content
Transmedia

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I can help your business create and execute a unique and compelling content marketing strategy. Just contact me via:
Phone: +61481 367 711 or via Skype.
Email Mauricio Escoba Mármol (Senior Consultant @ eDigital).
Follow me on Twitter - LinkedIn - Facebook.

Author: Mauricio Escobar Mármol I visited today Platformation, a...

Mon, 22 Apr 2013 19:04:00 +1000

Author: Mauricio Escobar Mármol

I visited today Platformation, a new collaborative, co-work office space in Alexandria, Sydney that aims to offer a channel for collaboration, innovation, entreprenourship and openness that increase productivity and networks. eDIgital will offering a free audit to their Google Adwords Account and ways of optimising it. We welcome any ideas on how to promote this great space :)

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Give Mauricio a call +61481 367 711 or via Skype.
Email Mauricio Escobar (Senior Consultant @ eDigital).
Follow us on Twitter - LinkedIn - Facebook.

Author: Mauricio Escobar Mármol Adtech Sydney 2013 - KEY...

Sun, 07 Apr 2013 12:23:00 +1000

Author: Mauricio Escobar Mármol

Adtech Sydney 2013 - KEY INSIGHTS AND TAKE AWAYS - eDigital

Mauricio Escobar Mármol, Sydney based Social and Digital Media Strategist and Consultant at eDigital talks to Eugenia Morato, Digital marketing blogger who attended Adtech Sydney 2013.

Mauricio: What captured mostly your attention at Adtech Sydney 2013?

Eugenia: Content was one of the main topic discussed at Adtech Sydney last month. The common impression was that a “Content War” (as Derek Laney, Director Product Marketing at Salesforce defined it) is going to happen in the digital world. Social media landscape is changing really fast. Brands must differentiate themselves to connect with consumers. Every channel is converging and moving away from old marketing silos is the path to break the heart of people.

Brands are understanding that they have to deserve the right to speak with people. How? By creating compelling, valuable and sharable OR co-created content. Content is the new social currency. Content is still king. Probably, it is king like never before.

Mauricio: Brands have been telling stories for hundred years - from the successful Jell-O Recipe book in 1904 to a very committed, decisive approach to content such as Procter & Gamble Content Production division (P&G Entertainment). The difference today is that the barriers to entry (engaging content by talented creators and curators, media reach and technology) no longer exist. Why do you think the talk continues to be about content marketing as if it is a new trend when it is not?

Eugenia: Because media are changed. Sometimes there are brands with good content created for their traditional marketing channels. They can’t pretend that the same content is great also on social media. Social media marketing is not marketing on social media. Approaches are completely different and, above all, everything on the web runs fast, every day more and more. That’s the reason why “the new kind of content” must be relevant and sharable, like something that takes on life of its own, making a brand campaign endless. And realized in real time. Probably real time is the most important challenge for people working in the digital advertising industry.

Mauricio: So, could we say that 2013 is the year of Content Marketing?

Eugenia: Joe Pulizzi’s definition of content marketing is: “the art of understanding what your customers need to know and delivering it them in a relevant and compelling way.” So, according to this definition 2013 is definitely the year of content marketing, with a strong focus on branded content. Or better still, on real time branded content.

Branded content is something far from talking about selling a product, or magnifying your brand. It is a kind of content created to build an added value in the form of entertainment or information.

It is through branded content that brands can reach the right consumer with the right message in the right moment.

Alex Bodman, Creative Director at Razorfish New York, showed us about how branded content can be so related and integrated with co-creation of content in real time. He told about the Axe Anarchy campaign, the first graphic novel created in real time, inspired and “starred” by readers. That’s a new format where co-creation is incorporated into the storyline, allowing multiple levels of engagement: from watching the trailer, reading the novel, voting (through banners, youtube and Xbox), sharing, up to a deeper engagement by participating at the story idea. Figures of the Anarchy campaign well prove the incredible success of the idea: 2 billion impressions, 7 million views, 650k pages views, 55k votes from enthusiast Axe fan lovers. Source: Razorfish New York.

How has Axe become new school? Through conversation. In a sentence, they have sewed together conversations of their fans, creating in this way an interactive story.

Mauricio: For companies who are looking to start content marketing, do you have any framework you could share that guides and help prioritize the process of creating compelling content to the right consumer segments?

Eugenia: Well, first of all whoever is going to start with content marketing has to ask himself “Why will anyone want to listen and engage with me?”.

Then, there is a good online resource for getting inspiration and brand new suggestions about how creating great content for the social web and how content is changing. That’s the Content Marketing Institute (CMI), a daily source for innovative content marketing. Here there is a great and useful slideshare presentation about the 7 steps in the content marketing framework.

The CMI Content Marketing Framework from Content Marketing Institute

Mauricio: Successful content strategies offer new possibilities for brands to create content beyond advertising, including movies, documentaries, apps, real life experiences and even books (might sound old fashion) dedicated to their history, values, remarkable products and services that can either educate, entertain, optimize peoples’ time or make customers’ life easier. Do you believe that brands which invest a great proportion of time and resources into Content, they might loose sight on what they actually do best? How brands can deal with this challenge?

Eugenia: I really don’t think that brands might loose sight on their core business because of investing resources on creating compelling content. Branded content is not a new kind of activity for brands. It is just the way to unlock their authenticity, to talk with people with a human voice, to communicate what they do best in a way that people want to listen and talk together. When a brand becomes a true publisher of content means that firstly it understands in a deep way consumers and their specific needs. This brings the content to become much more human. It is just through valuable content that brands can keep themselves relevant. The challenge of constant evolution we are living cab be won just by brands who will be able to keep themselves in the “frontier line” of innovation of their own products or services and above all of their way to listen and talk with people.

Mauricio: How was perceived on Adtech the role of brands changing in the evolving digital panorama?

Eugenia: A new paradigm shift is happening right now. Consuming Brands are becoming publishers or, even better, storytellers. Not just storytellers of their own stories, but of the ones created with and through conversation of people. In the next future brands will start asking journalists to collaborate with them in order to create great content and to become a trusted source of information. There is not anymore reason to buy something that can be created by brands – in a creative way - adding value to consumers.

Mauricio: Any advice to our readers who have never attended an Adtech conference? do you believe it worth the dollar investment for the learning gains at Adtech speakers or is it better or more cost effective to attend or learn from other digital marketing courses?

Eugenia: Absolutely, I think that attending digital events like Adtech is a worthy investment because you have the possibility to listen and learn by great professionals that tell you about the most innovative ideas, experiences and experiments on digital marketing. The reason I love Adtech is because people discuss about the future of the industry. They don’t just tell about cases already happened, but they conceive and visualize the future. There is a printed ad that I recently saw on the last issue of the Harward Business Review where is written “The future of advertising is Advertising that learns”. Well, I think that’s the best quote to explain why, if you want to keep yourself an innovative thinker in your job, you should never stop learning.

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Adtech Sydney is a digital marketing conference in Australia. It took place the past March 12th and 13^th 2013 at Hilton Hotel Sydney.

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Email Eugenia Morato (Social Media Strategist @ Very Creative People) or follow Eugenia on Twitter or follow Very Creative People on Facebook, Twitter.
Call Mauricio on +61481 367 711 or via Skype, email Mauricio Escobar (Senior Consultant @ eDigital) or Follow eDigital on Twitter - LinkedIn - Facebook.

Author: Mauricio Escobar Mármol NEWS JACKING! IT IS NOT NEW BUT...

Wed, 03 Apr 2013 11:51:00 +1100

Author: Mauricio Escobar Mármol

NEWS JACKING! IT IS NOT NEW BUT AN OLD SUCCESSFUL CONTENT STRATEGY.

Recently digital content creators are using the term “News Jacking” as a new, innovative technique to generate traffic to websites. “News Jacking” as a term might be new but the intrinsic activity of publish digital content that is aligned to fresh and hot news topic is not new. I have been successfully used this approach for many years in different roles.

When I was supporting Homesite.com.au (Former News Limited website); we promoted home renovation content liked to top celebrities who were “hot” on the news stables at the time. An example promoting Simone Callahan home renovations activities when a great chuck of Australian public wanted to know about her and how she was dealing with her new life as an ex-wife of a popular Australian Cricket player Shane Warne. We also managed to produce content on Cate Blanchett house renovations and other celebrities who were “hot” during that time. The celebrity based content pages were some of the most visited pages of the website as users were searching for news content related to them. Those articles helped us not just increase our monthly UB’s ( visits) but also conversions to our clients pages.

Again at The Athlete’s Foot, (when I was leading all the Social and Digital Marketing activities) we were the first to create content related to some of the most popular news stories related to running shoes in Australia. Every 6 months global running shoe brands launch a specific shoe that will propagate on thousands of websites within a day. The mission here was to have the most compelling articles ready ( and SEO optimised) and push live on the day the news were officially released to the Global news agencies. These strategy helped us gain top SEO positions for specific branded related shoe terms that greatly affected our visits and conversions.

Successful Newsjacking requires not just the creation of articles related to (real time) top news and connecting them to your products or services but also:

a) A detailed plan of the key topics, celebrities and stories that you would like to monitor (using Google alerts or any other news monitoring tool) that will best align to your brand unique selling proposition.

b) Establishment of the right tone and voice that you would like to give to each new content piece created. As a successful NewsJacker, you will will need to answer: Are your content pieces going to produce shares/likes? Do your content piece want to document or show a different approach to the news story; or produce controversy? would your news related content intend to educate people? or alternatively produce an entertaining piece of the news’ story?

c) Monitoring and tracking of conversions, visits, time on site and actual conversions. You NewsJacking strategy will need to answer: is the traffic generated value to the business, is it creating revenue from new visitors who might possibly never been on the website otherwise?

Obviously, there will more more factors to analyze when doing Newsjacking such as propagation channels, timing selection, etc but overall I consider the above the key factors.

Have a nice rainy wednesday in Sydney.

Mauricio

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Give Mauricio a call +61431 324 899 or via Skype.
Email Mauricio Escobar (Senior Consultant @ eDigital).
Follow us on Twitter - LinkedIn - Facebook.

Author: Mauricio Escobar Mármol Volkswagen Smileage, the first...

Fri, 29 Mar 2013 13:15:00 +1100

Author: Mauricio Escobar Mármol

Volkswagen Smileage, the first social driving app.

Even tough it is just ready to be amplified on Google+ (not Facebook), it clearly states that…

An engaging marketing piece is just the beginning of a conversation ( not the end).
Useful marketing is now about creating tools, not just ads.
Marketing is not longer about telling but actually doing something useful, entertaining, that saves peoples time or makes life easier.
We want to easily share our driving journeys, the cool activities done and the hidden gems we find.

Have a great easter week drive everyone!

Mauricio.

Nice creation from Volio for Esquire Magazine where users can...

Tue, 26 Mar 2013 13:32:37 +1100

Nice creation from Volio for Esquire Magazine where users can (via voice) interact with user selected content.

Do you sell furniture? Check out the latest “Furniture...

Thu, 14 Mar 2013 01:24:24 +1100

Do you sell furniture? Check out the latest “Furniture shopper path to purchase” infographic from Google.

Author: Mauricio Escobar Mármol Work in the automobile...

Wed, 13 Mar 2013 11:19:00 +1100

Author: Mauricio Escobar Mármol

Work in the automobile industry? Check out Google Insights on Automobile shoppers purchase path.

Key takeaways:

Sixty-three percent of new vehicle purchasers begin their search with a specific brand in mind but only 20 percent of shoppers buy the vehicle they first researched online.
73 percent of in-market search activity involves cross-shopping.
Eighty-seven percent of new owners say they’re likely to buy the same brand next time, but only 56 percent end up as repeat purchasers. Owners cite service moments as brand influencers.

What you can do:

Focus on being found and being favourable.
Drive consideration and purchase intent across screens to reach the most open-minded shoppers.
Amplify the attachment.
Enable endorsement through social, review, and maps channels.
Use newly accessible customer information to anticipate maintenance needs and to delight owners.

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Give us a call on 0431324899 or Skype call today!
Email Mauricio Escobar (Senior Consultant @ eDigital).
Follow us on Twitter - LinkedIn - Facebook.

Interesting, useful and practical Digital Strategy Framework...

Tue, 05 Feb 2013 08:55:00 +1100

Interesting, useful and practical Digital Strategy Framework that summarises the key elements to take into consideration when defining a strategy for a brand.

Tastemakers, participation and unexpectedness. That’s all...

Mon, 21 Jan 2013 05:04:00 +1100

Tastemakers, participation and unexpectedness. That’s all you need to make video viral and bring millions of visits to your website.

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Give us a call 0431324899 or Skype call today! or Email Mauricio Escobar (Senior Consultant @ eDigital).

Follow us on Twitter - LinkedIn - Facebook.

Author: Mauricio Escobar Mármol First Colombian Presidency...

Sat, 19 Jan 2013 03:12:00 +1100

Author: Mauricio Escobar Mármol

First Colombian Presidency live Conference on Youtube -18 Jan 2013

Primer Google Hangout On Air con el Presidente Juan Manuel Santos

WHAT WENT WELL

Guest speakers were clear, engaging and inspirational. Congratulations to them!
Moderator was successful at leading the conversations.

OPPORTUNITIES FOR IMPROVEMENT

Offer clear instructions where the “live” conference will be held. It was not clear and many Google+ participants were not sure whether the “live” conference was on Google+ or over Youtube or at the official Colombian Presidency website.
Ensure viewers are invited to a unique/single url. The Google Hangout description added more than one url creating confusion.
Starts conference on time. Colombian Presidency should lead by example.
Ensure live speaker is featured on the main Youtube screen. Many occasions, users were prompted with the moderator playing with her hair while guest speaker was talking on the background.
The Youtube “Description” tab can be filled in with useful, topical and relevant information. It was empty at the “live” time.
Avoid repetitions when talking (time 49:56)
Improve conference closing remarks: Ensure, viewers are invited to the next Conference with specific time and date, offer information ( specially to entrepreneurs) on where they can find more support. Closing remarks can include inviting viewers to follow more news and Conference invites by following the Presidency social media channels.
Be consistent with the official set ups and backgrounds. Moderator background did not feel viewers were actually watching an official Colombian Presidency conference while the President background included the Colombian flag.
Ensure you Close the conference. Avoiding “Que te pareció Juan Manuel” and laughs on the background. (Time: 50:38)

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Watch the “Primer Google Hangout On Air con el Presidente Juan Manuel Santos” - 18 Jan 2013.

Give us a call +61431324899 Skype call today! or Email Mauricio Escobar (Senior Consultant @ eDigital).

Follow us on Twitter - LinkedIn - Facebook.

Are your consumers using Instagram or Pinterest and you want to...

Wed, 09 Jan 2013 01:48:00 +1100

Are your consumers using Instagram or Pinterest and you want to run a competition using any of these social tools? We can help you set up and run a successful competition that will bring more Facebook fans, likes and more entries to your competition.

BENEFITS

Instagram and Pinterest are great social media tools that can bring live to your competition/contents
Do not worry about the set up, we do it for you.
Do not worry about Terms and conditions, we set them up for you.
Get more Facebook fans and add engagement to your campaign.
Great for product launches or campaign launches.
We can also help you choose the winner.

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Give us a call +61431324899 or Skype call today!
Email Mauricio Escobar (Senior Consultant @ eDigital).
Follow us on Twitter - LinkedIn - Facebook.

How you can get the best out of your digital marketing...

Sat, 05 Jan 2013 07:55:43 +1100

How you can get the best out of your digital marketing investment by creating the right reports that are considered by CEO’s and CFO’s that engage key decisions and action. Produced by Bryan Eisenberg.

What’s is your game plan when your key web analytics are showing down/up trends? Are you investing to ensure your marketing divisions can take action? How often are you taking action?

A stretched sheet of spandex has never felt so cool.From Aaron...

Fri, 04 Jan 2013 11:27:20 +1100

A stretched sheet of spandex has never felt so cool.
From Aaron Sherwood. Enjoy!

Check out the latest adidas NEO interactive in-window shopping...

Fri, 02 Nov 2012 14:28:00 +1100

Check out the latest adidas NEO interactive in-window shopping experience that offers customers the option of interacting with the maniquies and add items to their shopping bags from their mobile phones with no app required.

Pretty cool hey!

Cheers, Mauricio from Petropolis, Brazil :)

GOOGLE GLASSES @ NYC FASHION WEEK. At this year’s New York...

Sat, 15 Sep 2012 18:45:48 +1000

GOOGLE GLASSES @ NYC FASHION WEEK.

At this year’s New York Fashion Week Spring/Summer 2013, Google teamed up with the celebrated fashion designer Diane von Furstenberg to showcase Google’s Project Glass.

The google glasses worn by the models are prototypes and were shown in colours that matched the silhouettes, sculpted ruffles, polka dots, and color-blocking of each ensemble. Backstage the designer was wearing pair of glasses herself as she ushered the models onto the runway. The glasses have a built-in camera on the right-side of the eye that will record the entire show.

Find out how retailers are “Beating Amazon in Paid...

Wed, 15 Aug 2012 09:41:50 +1000

Find out how retailers are “Beating Amazon in Paid Search” - An Adgooroo Special report.

Enjoy the read and if you need any Search support, please drop me a line. Mauricio

eDigital

Author: Mauricio Escobar Mármol Published: 18 May 2013. Want...

Author: Mauricio Escobar Mármol Revamping or building a new...

Author: Mauricio Escobar Mármol Need unique, compelling content...

Author: Mauricio Escobar Mármol I visited today Platformation, a...

Author: Mauricio Escobar Mármol Adtech Sydney 2013 - KEY...

Author: Mauricio Escobar Mármol NEWS JACKING! IT IS NOT NEW BUT...

Author: Mauricio Escobar Mármol Volkswagen Smileage, the first...

Nice creation from Volio for Esquire Magazine where users can...

Do you sell furniture? Check out the latest “Furniture...

Author: Mauricio Escobar Mármol Work in the automobile...

Interesting, useful and practical Digital Strategy Framework...

Tastemakers, participation and unexpectedness. That’s all...

Author: Mauricio Escobar Mármol First Colombian Presidency...

Are your consumers using Instagram or Pinterest and you want to...

How you can get the best out of your digital marketing...

A stretched sheet of spandex has never felt so cool.From Aaron...

Check out the latest adidas NEO interactive in-window shopping...

GOOGLE GLASSES @ NYC FASHION WEEK. At this year’s New York...

Find out how retailers are “Beating Amazon in Paid...

TOP TIPS WHEN PUBLISHING VIDEO CONTENT 1. Video Lenght: Keep...