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Marketing as a service-02

Marketing as a service: the importance of taking a holistic approach to customer experience


By Morgan International Staff Writers

A customer’s relationship with a business goes far beyond the purchase of a product or a service – so it’s crucial to take a complete view of their experience with the brand.


A customer’s experience of a business goes far beyond the purchase of a product or a service. This is the fundamental concept of branding – that the customer relationship begins with brand sentiments derived from advertising, marketing and word of mouth; and that everything about the delivery and the consumption of the product will affect how the customer engages with it. In the age of digital media, this is now more true than ever.


Consumers today expect personalization as standard, and if brands are inconsistent in their delivery, or have flaws in the experiences that they offer, then they will be deemed sub-par. This can even extend beyond their own offering and on to working with partners in order to meet all of the customers’ needs – ensuring that the overall experience is fast, frictionless and simple. This is what lies behind the evolution of marketing as a service: not just building a product and a brand but mapping out the complete customer journey and going above and beyond to optimize the experience.


Fields that can particularly benefit from this approach include the travel and online retail industries. When staying at a hotel or taking a flight, notably good service – which shows that the business understands the customer – will act as a key differentiator. In the field of ecommerce, meanwhile, being able to direct customers to appropriate products and to recommend additional similar or related items will be a crucial factor in driving sales growth and in satisfying customers.


There are three key steps to deploying marketing as a service as a strategy:


  • Ensure that you are collecting, retaining and collating information wherever possible and, if you have contact with customers across multiple channels, that data is unified.


  • Consider the customer’s experience from the very first stages and ensure that feedback is sought at every step of development.


  • Take a holistic approach to marketing, unifying your messaging, and the teams delivering it, across channels and platforms.


To learn more about innovative ideas in marketing, take a look at our professional training programmes here.


Here’s What WhatsApp Business Can Do For You


By Morgan International Staff Writers

WhatsApp has launched a new version of its app: WhatsApp Business. Is this a digital channel that’s worth investing time in?


WhatsApp has launched a new version of its app – WhatsApp Business – with the objective of helping consumers to connect with brands. There are a host of digital channels and initiatives that can occupy the attention of any business, so it can be tough to know where to commit time – is WhatsApp Business worth it?


Many companies would say yes, having already been using WhatsApp Messenger on an informal basis for years. Indeed, the business version of the app is intended to recognize this need, verifying accounts (as is possible on Facebook and Twitter) and allowing companies to better manage their customer communications on the platform. “WhatsApp Business enables you to have a business presence on WhatsApp, communicate more efficiently with your customers and help you grow your business,” the app’s description on the Google Play Store reads. In short, it makes previously ad hoc commercial use of WhatsApp official and offers a new channel for businesses to reach their audiences and to communicate with users.


Recognizing the significant existing business userbase, the app will allow companies to convert their Messenger accounts into Business equivalents (via a one-way process). The new app also allows commercial users to run both WhatsApp Business and WhatsApp Messenger from the same device, ensuring that it remains flexible to use; and the account comes with a formal business profile, which can host information such as website links and contact details.


Consumers expect businesses to be readily available online and contactable via the apps that they already use. With 1.3 billion monthly active users, WhatsApp has an enormous audience already engaged with the platform, so having a presence there fills an important piece of the picture in cross-platform coverage.


For overstretched small businesses, setting up a WhatsApp Business account may not seem like a priority. However, for companies with the time and resources, it clearly has a huge amount of potential – ensuring that when customers look for your brand, it’s there; and that queries, comments and complaints of all types are swiftly picked up and dealt with.
To further explore how new technology is revolutionizing marketing, take a look at our professional training programmes here.



The best time to publish on social media


By Morgan International Staff Writers

You know the score – you work really hard on the content you are about to share, and you want to do it at the optimum time when the biggest audience will see it. But how do you know what that time is? The answer is that it differs by platform – but not to fear, the people at CoSchedule have released some excellent research and insight which tells you when is the best time to post. This is the rundown of Facebook, Twitter, Pinterest and Instagram.



Best days to post – Thursday, Friday, Saturday, and Sunday

Best times – 9am, 1pm, 3pm

People are happier on Fridays so humorous posts should be saved for then. If you post at 1pm you will get the most shares, and at 3pm you will receive the most clicks.



Best days to post – Wednesday

Best times – 12pm, 3pm, 5pm, 6pm

You might note from the times, that they typically align with people’s breaks at work, and finishing work and the commute home. In fact people are 181% more likely to be on Twitter during their commute compared to any other time. That is useful information to bear in mind when creating content to share.



Best days to post – Saturday and Sunday

Best times – 2am, 8-9am, 5pm

The best window to post on Pinterest is 8-11pm on Saturdays. Avoid working hours altogether.



Best days to post – Monday and Thursday

Best times – 2am, 2pm, 9pm

The prime time to post is at 8-9am during the commute. The top tip is to avoid working hours for posting to Instagram.


In Summary

By using the research from CoSchedule you can pull together a calendar so you know what content to release and when. In fact this calendar can be used to drive content creation. A lot of businesses are now recognising the need for a Digital Marketing professional who can manage this for them and ensure it is optimised.




5 Epic Social Media Mistakes


By Morgan International Staff Writers

Social media platforms are an incredibly powerful way for marketers to reach their customer base. In fact it is so quick, cheap, and easy, that unfortunately this can sometimes lead to complacency and errors that can cause embarrassment and potentially loss of sales for a business.


  • Stealing content

This can be pretty serious from a legal perspective if the correct permission has not been sought, and/or credit given. It could be as simple as posting a picture, video or bit of text – but if it does not belong to you, you need to ask yourself if using it is infringing someone else’s copyright.


  • Over hash tagging

Hash tagging a post is fine, but make sure it is only done on platforms that support searching by hashtag, and that it is done tastefully. Don’t overuse it and be mindful of your input when something is trending and will be highly searched.


  • Think before you tweet

How many celebs have tweeted, realised the mistake in what they have said, quickly deleted it, but have already caused a massive retweet storm that damages their reputation? Think about what you post before you post it. You can’t take it back once it is out there in the public domain.


  • Picking a fight or entertaining one

Who doesn’t love to watch a social media showdown? It does nobody any favours, and if that spat is between a business and a customer, it looks particularly bad on the business who really should be trying to solve rather than inflame the issue.


  • Same message on all platforms

The issue with this is obvious – if you have followers across multiple platforms, you will not enjoy seeing the same message multiple times. It is lazy and will only lead you to boring your followers.


In Summary

The good news is that the mistakes are certainly all avoidable by simply doing the checks and balances. That said, it is advisable to have on board a professional Digital Marketer who has all of the experience to avoid the common errors in the first place.


5 Tips to Create an Effective Webinar

A webinar is a great way for businesses to convey a message/content to a large audience, without asking people to travel to a particular location. From a business perspective, it is a straightforward way to reach out to current and potential customers to share ideas and create brand awareness. However, for the strategy to be effective, webinars must be captivating. Follow these top 5 tips to create an effective webinar.

1)       Audience engagement

Engagement with the audience should not just be during the webinar. Send materials, or a small taster before the session to create a buzz, then afterwards be sure to send some kind of follow up to solidify the message in people minds.

2)       Have a great speaker

The person hosting should be engaging and also an expert in the topic. This avoids it seeming like somebody is simply reading from a script. The host should be able to competently answer audience questions. Furthermore, if the webinar is going have a video stream, the host should feel comfortable in front of the camera.

3)           Consider the format

Think about which format is most appropriate. For example do you want to share a PowerPoint presentation, do you want an interview format, or perhaps a live panel? There are lots of engaging and interesting options to consider.

4)       Have a strong script

It is important as I said previously not to read verbatim from a script – even if the audience can’t see you, it will likely sound somewhat robotic. However it is important to have a robust outline of what you want to cover and use that as a basis for what you want to say.

5)       Create a strong slide deck

If you are going to have a deck to accompany your webinar, ensure it is visually appealing and represents the brand. The great thing about a slide deck is that it can be used to send to participants after the webinar as a reminder of the content that has been shared.


In Summary

A webinar is a fairly inexpensive way to engage with current and potential customers. It allows you to share interesting content that creates a buzz around your brand. Consider the tips we have shared above to ensure your webinar packs a punch.


5 Low Budget but Effective Marketing Strategies

By Morgan International Staff Writers
Marketing was traditionally a major expense line as it involved TV adverts, radio promotions, printed materials and so on. The great thing about social media and the internet more generally is that it has provided many low budget but very effective marketing strategies.
1) Blogs and SEO
First of all write high quality content that is interesting for the prospective reader. Then SEO optimize that content to attract high traffic to your site. SEO can seem complex but it simply involves good article structure, backlinks, and the use of well-placed keywords.
2) Referrals
People are 4 times as likely to purchase a product when it is recommended by a friend. So why not get your customer base to do your marketing for you? One way to achieve this is to run a referral scheme such as offering a gift or discount for each referred customer that makes a purchase.
3) Press Releases
If you have something newsworthy then consider writing a press release and news outlets should be more than willing to report it which will draw attention to your business for free. You may even get some inbound traffic to your site.
4) Email Marketing
It is important to start with a self-created list as opposed to one that is bought – this ensures that those receiving the email have actually shown an interest in your brand and therefore the target group for the email is appropriate. Using email marketing tools are typically inexpensive and can provide useful statistics such as open rates.
5) Social media
Produce business profiles on the major platforms like Twitter, Facebook, and Instagram. Update the profiles regularly and share interesting content and use it as a way to drive traffic to your site.
In Summary
In the modern era of the proliferation of the internet and social media, marketing needn’t be expensive to be effective. To learn more about digital marketing, why not consider a Digital Marketing Specialist course.

3 Tips to Find a Domain Name to Build a Brand

By Morgan International Staff Writers

Domain names in essence provide the real estate for businesses on the web so that they can build an online presence and allow customers to find them. Having the ‘right’ domain name is not only incredibly important, but can be very expensive. As the real estate on the web has grown and domain names have been snapped up, picking a domain name has become more complex than ever. Why? Because most words in the dictionary followed by .com have been taken. To make the landscape even more complex, the internet now has hundreds of gTLDS – generic top-level domains. These are for example .org, .net,, and so on.

1) Consider new gTLDs
There is no argument that .com still has primary relevance, but gTLDs have a really interesting use case with respect to product and service types, i.e. verticals. For example, a baby clothes boutique might consider .baby, as well as trying to obtain the .com. The .baby gTLD is extremely relevant to the business and builds upon the online branding. As gTLDs gain popularity, consumers will adapt to not expecting every web address to end in .com.

2) Procure a .com
New gTLDs are both interesting, and are expected to grow in popularity. However, there is no getting away from the importance of the .com. Yes it will probably be expensive, but if you want customers to view you as a serious business, spend some of your investment on the .com domain. Don’t forget that you are not only buying it for yourself, but also to stop a competitor procuring it and damaging your online brand presence.

3) Use an intermediary
If you are looking to buy a .com it is highly likely that somebody already owns it. It is not a good idea to approach the person directly. Instead, contact an expert who can value the domain for you and aid you in negotiations with the owner.

In Summary
There is no denying the importance of choosing the right domain name, but just as you would unlikely buy a property without the assistance of a real estate agent or doing some research, you should not attempt to make such a big investment without help from a domain professional.


4 Tips to Secure a Job in Social Media

By: Morgan International Staff Writers

Traditional marketing has been transformed by social media offering instantaneous ways to reach customers. For many this is a career to aspire to – but the reality is that competition is tough. However, we are here to offer you 4 top tips to secure that dream job in social media.

1) Work for free
This perhaps seems anti-intuitive, however the most serious candidates will be willing to work for free and undertake an internship to gain valuable work experience which will look brilliant on the CV. Furthermore it is an opportunity to ensure that this type of work is what you hoped it would be. With some experience under your belt, you will have lots to talk about when interviewing for paid positions.

2) Forget the traditional CV
If you are applying for a role in social media, it goes against the grain to apply with a dull CV typed up in New Times Roman. Think outside the box and perhaps set up a simple website or perhaps target Facebook ads at the company.

3) Gain a professional qualification
Just because you might personally use Twitter, Facebook, and Instagram on a daily basis, does not mean that you are qualified to manage corporate social media. Business level social media management is a different ball game and it is sensible to undertake a professional qualification to learn the skills you will need and demonstrate that you are serious about the profession.

4) Make your social profiles shine
It is likely that an employer in this space will take a look at your social profiles – LinkedIn, Facebook, Twitter etc. Ensure that they represent you in the right way, are up to date, and also demonstrate your social media skills. Once you are happy with the profiles, you may even decide to point employers to them to showcase your skills.

In Summary
Social Media Management is a very hot career right now. This should not put you off, but it is important to know that there will be fierce competition, and it is key to differentiate yourself. Undeniably the best first step is to undertake a Digital Marketing Specialist course.

3 Ways to Productively Work with an Influencer

3 Ways to Productively Work With an Influencer

By Morgan International Staff Writers

Influencer marketing has been something of a buzz phrase this year, with more and more marketing professionals turning to this method to get results. The whole idea of influencer marketing is hardly a new concept, people have been getting paid for ‘name dropping’ brands for years - but it seems to have reached a new level of popularity in marketing strategies in 2017.
Influencer marketing has been harnessing the reach of social media, so highly respected people, either celebrities or experts in the relevant line of business are being utilized to promote brands and increase brand awareness and trust. This has worked well for many businesses and continues to be an effective marketing method.

However, there is also the concern that an influencer could have a negative impact on your brand. For example, they may send a badly received tweet and their connection with your brand could cause serious reputational damage. Therefore it is highly important to set up a productive way of working with an influencer.

1. Monitoring

Influencers will generally not like to feel like they are being monitored, but if you are paying for their services, you have a right to keep a check on how they are communicating. Real time monitoring will ensure if a controversial tweet is sent, you can try and limit the damage by getting it removed quickly and preparing a line of response. You should also work with the influencer to ensure they are aware of the impact their actions can have on your brand.

2. Authenticity

Striking the balance between monitoring and controlling the content that goes out and ensuring it comes across as authentic can be difficult. It can be hard to let go and give an influencer free reign to say what they like. However, if what they communicate doesn’t seem to reflect their genuine, authentic views, then their followers will see straight through this. You must build trust with the influencer so that you feel comfortable letting them get on with the work.

3. Audience relevance

One of the most important factors in achieving success with influencer marketing is making sure that you are reaching the right audience. It is pointless getting a celebrity who is followed by predominantly teenagers to promote a brand that is targeted at an older generation of audience.

Influencer marketing is hot right now because it is seeing successful outcomes. As long as you can develop a highly productive way to work with the influencer, this marketing channel could be highly beneficial to your brand. It is an ideal time to consider consulting with a CDMS (Certified Digital Marketing Specialist) qualified professional.

4 Reasons Marketers Are Using Instagram More Than Snapchat

4 Reasons Marketers Are Using Instagram More Than Snapchat

By Morgan International Staff Writers

All social media channels could potentially be of use when marketing products and services. However, deciding which channels to use can be hugely important, given that the people using each site can be very different from one another. For example, it has been reported that today’s young people now tend to favour Snapchat over Instagram.

However, marketing professionals still tend to use Instagram more frequently than Snapchat, so why is this?

1. Instagram has more users
Whilst Snapchat might be the fashionable site to use, you can’t argue with the numbers. Instagram is still used by more than 400 million people every day, compared to just 150 million for Snapchat. Furthermore, the growth in the numbers using Snapchat is slowing down, unlike its Facebook-owned rival – it is predicted that by the end of 2017 more than 50% of social network users will use Instagram.

2. Instagram users encompass a wider age profile
While Snapchat may be the place to go for many younger people, not all consumers are young. Marketers see Instagram as a way of targeting the baby boomers (roughly encompassing those born between 1945 and 1965) and Generation Y (those be born in the 1980s and early 1990s).

3. Advertising on Snapchat can be more expensive
A smaller company with a limited marketing budget may well not be able to afford to advertise on Snapchat.

4. Instagram offers a wide range of different services
Instagram features that are attractive to marketing professionals include offerings such as: post-scheduling, follower engagement and other account management services; recommendations on how to use hashtags and other marketing strategy services; photo editing; budgeting; and content creation.

Snapchat is still widely used and should not necessarily be neglected when it comes to choosing which social media platforms to use to market products and services. However, you shouldn’t be swayed too much by the headlines which suggest Instagram is going out of fashion, as this site is still used by hundreds of millions of people, and offers features which may be very attractive to marketers.

The most important thing to consider is – who is your target market, and which social media platforms are they likely to use? If in doubt, why not speak with a CDMS (Certified Digital Marketing Specialist) qualified professional?