I was at the Affiliate Forum event, several years ago. There was a session about black hat techniques. It was pitched as what to know so you can overcome these practices. I thought I was switched on and I believed honesty and emotion in digital marketing was the norm. It is in the main, don’t be worried. There was one practical demonstration that made me shake my head and wonder at how clever and underhand digital marketing can be....
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I can only apologise for being a lover of bacon and I have no wish to offend non meat eaters. You see, I was looking around for a metaphor for something multi-layered that I would enjoy writing about, hence why a great marketing action plan is worth its weight in bacon. The S.O.S.T.A.C*. Marketing Action Plan I love this model of a marketing plan. It has stood me in good stead working for the likes of Apple, for myself and my clients....
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What is persona marketing? In short, these are fictional characters based on the various types of people that buy from your business. They are quite often called ‘buying avatars’ and the idea is you can personalise your copy by addressing each persona’s needs. Mental Shopping List Everyone visits a website with their own mental shopping list. Even at the start of the purchase when you’ve created awareness and the visitor arrives...
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What on earth does that mean? Some stuff is bl***d’n obvious. In this case, every business is different and requires a unique blend of traffic building. A website varies in the requirements to convert that traffic into leads, sales, subscriptions etc. What you Cannot Trust Stats, especially from Google Ads, Facebook Ads and the like. Why? Analytics is fraught with problems, especially attribution. You see, these delightful...
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Steven Fry narrates the Harry Potter books, amongst other projects. He played an AI version of his voice at the COgX Festival in London. The AI version was indistinguishable from his own. Here’s what he said: “What you heard was not the result of a mash-up. This is from a flexible artificial voice, where the words are modulated to fit the meaning of each sentence. It could therefore have me read anything from a call to storm...
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