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Marketing News
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May 18, 2012 |  |
“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” – Sun Tzu in The Art of War
Strategy dictates tactics and just having a list of social media tools with random engagement are poor tactics without a clear strategy. Align your strategy with marketing, sales, customer service and human resources, which will support your overall business strategy. |
May 16, 2012 |  |
Misinformation is more dangerous than no information. Many institutions in charge of promoting digital marketing are selling the concept that it's a technology driven function of a business. They refer to digital marketing as an "ICT" function and not only is this simply wrong, it is also causing severe damage to a lot of small businesses. |
 Gone are the days when we purchase maps after landing at our destination, as almost 96%* of us are going online to plan our trips away.
The modern tourist has a wealth of online options available and although Google Maps is one of the better known sites, having being around for the last five years, interactive travel apps which can be downloaded onto a smartphone are starting to prove popular. Our never-ending desire to access information right here, right now means that mobile apps are slowly winning the tourism battle over their printed counterparts. |
 A chair which rewards visitors to arts and culture venues with perks has become a social media marketing sensation, thanks to a University of Ulster lecturer and a PhD student.
The Mayor Chair is a travelling installation made of recycled materials which is being placed for a set period of time at different venues in the province as part of an innovative research project by Interactive Media Lecturer, Alan Hook and PhD student, Oonagh Murphy.
Customers compete to become Mayor and occupy the chair by checking in through the location-based app Foursquare. |
May 09, 2012 |  |
 In my previous article I highlighted how leading companies such as Carlsberg are promoting their brand virally through online video. But it’s not just the big brands that are using online video to connect with key stakeholders and the wider public. Small businesses are using video to demonstrate products to customers and can reach interested audiences across the globe. |
 Roe Park Resort leads the way in ‘Social Commerce’
The Roe Park Resort in Limavady has seen an unprecedented rise in demand as a result of an online offer they have run in conjunction with a new platform on Facebook. The offer for 1 night B&B at the deluxe golf and spa resort from only £42.50 per person sharing has been shared on almost 49,000 facebook pages, creating the potential for up to £2 million pounds of bookings. |
May 02, 2012 | |
Have you ever wondered why you’re not getting loads of business from the web? Chances are, your business isn’t built to get business using this channel. There is a high likelihood that the more complex your offering is perceived by the market, the less likely customers find you online and select your business without intense personal interaction. |
 A University of Ulster PhD student has won a prestigious funding award to travel to New York next month and explore how digital technologies and projects in America could be used to enhance the experience of visitors to Northern Ireland museums and art galleries.
The research project will see Oonagh Murphy, from Belfast, spend five weeks in the Big Apple exploring how four of the world’s top museums have used social media and online content to promote art history education and engage and encourage new audiences in this increasingly digital age.
Her trip will enable her to identify transferable practices that could be applied by museums and art galleries in Northern Ireland. |
April 30, 2012 | |
 “In time we hate that which we often fear” – William Shakespeare
This Net4wiseowls social media policy for business – 10 key areas will hopefully help towards reassuring the fearful.
Negative Comments When a negative comment is posted keep calm. Always have the businesses brand reputation in your mind. |
 After the past couple of weeks, surely there is no one in the world who doesn’t know of Titanic and of Belfast’s role as her creator. What a great job has been done by all! The crowds are flocking to Titanic Belfast and on to the rest of the historic shipyard site. |
April 26, 2012 | |
 Business owners perpetually believe that the route to web glory can be found at the top of a page of search results in Google. In many cases they are right; search engines can be a vital tactic in a digital marketing strategy. But why are business owners only interested in Search Engine Optimisation (SEO) to deliver qualified traffic to their websites? |
April 23, 2012 | |
 Carlsberg have proved to be a big hit in the fiercely competitive world of the ‘viral’ internet video. Videos become viral by becoming massively popular very quickly as they are shared by millions of people using video sites, social media and email. The benefits for a major brand or small business in achieving viral success can be huge in terms of brand exposure, however the video content itself needs to be very original or funny for millions of people to share it. |
April 11, 2012 | |
 Searching for a new job has never been easy! In fact it has become more challenging in recent years. It’s not just the pressures of higher unemployment and looming public sector cuts that make things more difficult but the added pressures of recruitment in a digital age. |
April 11, 2012 |  |
 We’ve been working closely with the GAA to make some major changes to the Cúl Camps online booking system this year. The Kellogg’s company in Ireland has signed a 3 year sponsorship deal with GAA Cúl Camps and with this change, have been opportunities to raise the profile of the website via on-pack promotions.
Working with Kellogg’s advertising agency in London, we defined the integration platform for ensuring that all on-pack codes were synchronised with the online booking engine. |
April 04, 2012 | |
 Rumor has it that Henry Ford once said, “If I had asked people what they wanted, they would have said faster horses”.
In recent times, many web projects are starting with a customer survey, asking customers what they would like to see on a website. Not a bad idea you would think especially in large Council websites or government authority projects. |
 The internet continues to attain more and more users each passing year and online retail is growing faster than any other retail sector in the UK. Expect this trend to continue and your business needs to be part of it.
The Boosting Business through Technology campaign by Invest Northern Ireland encourages local companies to invest in technology, by offering advice and support. |
 InterTradeIreland today launched the latest phase of Acumen, its flagship sales and marketing programme, announcing £1m in available funds for SMEs across the island to help them grow their business by targeting new cross-border markets.
The programme, offers local businesses up to £15,000 in funding, to assist them to increase their cross-border export sales, improve their knowledge of new markets and identify new business opportunities. Support options available include assistance towards employing a full time or part time sales person, engaging a graduate for a 12 month sales and marketing project or funding for a market research project. |
March 29, 2012 | |
 We disagree.
Us digital folk can write plenty of articles about email marketing, how it benefits your organisation, how it can help build your brand and improve customer relationships etc etc. but it’s the staunch facts you want isn’t it? |
March 22, 2012 | |
 In 1970, the Harvard Business Review published a whitepaper entitled Trappings vs. Substance in Industrial Marketing by B. Charles Ames. |
 Companies obsessing about how to engage customers through digital and social media are at risk of missing the really big opportunities in their respective markets, according University of Ulster marketing expert Professor Mark Durkin.
He was speaking to an audience of business practitioners and fellow academics including world-renowned leadership guru David Taylor during his professorial lecture at the Ulster Business School at the Jordanstown campus today.
During his talk Professor Durkin challenged local businesses to stop ‘reaching for the digital solution’ in their business and instead think about the marketing opportunity. |
March 13, 2012 | |
 Retailers aren't getting it. They blame rates, rent or wage costs for their business woes. The web is consuming their market and many standby pointing the finger at static overheads or "the recession" for their business' contracting profits. |
March 07, 2012 | |
 A warm welcome from all at Tibus to our new colleagues at Dublin social media agency Simply Zesty.
Now a sister company to Tibus, the agency has just been purchased by UTV Media plc, adding another great dimension to UTV’s New Media business.
Simply Zesty is Ireland’s leading specialist social media agency, and is the only Irish company in the World’s Top 100 social media agencies. |
March 06, 2012 | |
There is no shortage of cool ideas, passion and government support when it comes to the Irish technology sector. There is however a massive difference in approach to business undertaken by successful, high growth technology innovators and those that struggle to get out of the blocks.
So why do many Irish tech businesses flourish yet some of the best technology ideas, enter the slow lane and have poor growth curves? |
 UTV Media plc today announces the acquisition of Simply Zesty, the market leading social media agency in the Republic of Ireland for an initial consideration of £1.7million up to a deferred final consideration of approximately £5million, depending upon future trading performance.
Simply Zesty was set up in 2009 and employs 22 staff at its Dublin offices and specialises in providing social media marketing services to assist businesses in creating innovative social media campaigns. |
 University of Ulster BSc Advertising students at Magee have won an industry award after battling 11 other teams in a ‘real life’ marketing pitch competition.
Members of the winning team, Kayos, were named ‘The Pitch NI 2012 Champions’ at an event organised by the Chartered Institute of Marketing Ireland, in association with Northern Bank, at W5 in Belfast last week.
Team members, Laura Dears, Sean Lynch and Kieran McNeil, who is currently on placement with Anderson Spratt Group, are final year students at the Ulster Business School, based at the Magee campus. |
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