Are you a Digital Strategist or just a wannabe Online Marketer?

With the surge in popularity of online retail adoption, and online software-as-a-service, the buzz of digital marketing has peaked considerably in the last couple of years. And as with anything that gains popularity every man and his dog are claiming to be digital marketing experts and digital strategist. In this article I will outline why there is an influx of so called online marketing experts and how to differentiate between a real digital strategist from a wannabe online marketer. It’s a known fact that information about digital marketing is all over the internet, and if someone were to read everything they would surely go insane from the sheer mass of information overload. But because of this everybody from your high school drop out, to the 30 year marketing veteran are claiming to be experts in the field of digital marketing. They are using an arsenal of buzz words including seo, social media, mocial and BIG data without have any experience in them except for having read an article about it on mashable (no offence to mashable, they have an awesome blog). To be a real digital strategist in this day and age, you have to have done more than just

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How to do a major rebrand and keep your website’s SEO rankings

As many of you may know we recently rebranded mooo.com.au to tinyme.com.au. The reason for the rebrand was quite simple, we were expanding overseas and did not have a mooo.com or mooo.co.uk.   So as the head of SEO I was tasked with planning and managing the “SEO” transition from mooo to tinyme. In a nutt shell I successfully (with a lot of sweat) recovered all our SEO rankings in 8 days after the major domain name transition.   The first 3 days after the transition our rankings dropped from page 1s to page 7s, which was quite bad seeing as most people don’t browse past the 1st page of search engine results. So as you can imagine it was a very stressful couple of days for me.   So I would like to share the steps I took in doing the transition, so anyone thinking of doing a rebrand in the future will have something to refer to. But before you start this process remember to benchmark your current rankings so you have something to refer to after the transition.   Step 1 Before you switch your site over, generate an xml site map of your current site.   Step 2

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Integrating Marketing Channels For Enhanced Multi Channel Marketing

    In the past integrating traditional marketing channels has been a pretty difficult task and companies big and small would manage their marketing channels in isolation, creating silos in their marketing departments. Thanks to the emergence of new digital channels it has become much easier to integrate marketing channels for multi channel and cross channel marketing. Here are 3 simple reasons why organisations should integrate their marketing channels to compliment each other, rather than manage each channel in isolation.   Consumers will interact with more than one marketing channel before they decide to make a purchase. These days with so many marketing channels easily available to consumers, a customer would interact with multiple marketing channels before actually making a purchase. Typically before a customer would actually make a buying decision, they would have seen a print ad in a magazine, searched for a product on Google, clicked on a banner ad on a blog, or had a product recommended to them on facebook. For brands that use a variety of marketing channels, it is very common to have specialised people or teams managing these different marketing channels. But to convey a clear message to the customer, it is important

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The importance of having a good SEO person in your company

A couple of months ago I attended the annual Bruce Clay training in Sydney. Now being an SEO for the last 5 years, I’ve heard about Bruce Clay a lot and hes one of the 4 guys I follow in SEO, the other 3 being Rand Fishkin, Matt Cutts and Danny Sullivan. So being at the training was abit of a dream come true. The training was quite pricy, but I was keen on what I could learn and also keen on meeting other SEOs that were at the event to gather their thoughts about the current SEO climate with pandas and penguins jumping all around. The training went well, and Bruce Clay definitely knows a lot about SEO. From the training I realised that Bruce Clay really understands the algorithm rather than just speculating like most  “SEO experts” do.   As an SEO of over 5 years, I still learned alot and got quite a few great tips, and had my curly questions answered by Bruce Clay. I was also surprised at the attendance at the training, a real mix bag of professionals including, big brands, big agencies, small seo specialist and pure play online retailers. From chatting with

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Mummy Bloggers and the power of their influence

  I just attended the Digital Parents Blogger Conference in Melbourne last week. This was not my first bloggers conference, but it was my first mummy bloggers conference. And if you think mummy bloggers are just mums with a lot of time on their hands, think again. Mummy bloggers are one of, if not the most influential type of bloggers around. Because I work in the kids products industry, I’d thought that this would be a great way to understand the world of the mummy blogger. I was interested to understand how mummy bloggers thought they would fit into the great marketing mix, and what they thought they could offer brands. I think brands and specifically PR agencies often underestimate how strong influencers bloggers can be, especially mummy bloggers, because they write from the heart and are able to touch readers emotionally while making a connection.   From the conference ive realized  mummy bloggers: Blog about real issues that people can relate with. Are the best and most honest product reviewers Make awesome brand advocates Can positively lift a brands reputation and at the same time quickly drag it back down. Are social media engagers Are very under-valued by PR companies.

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The Dos and Don’ts for website usability testing

  As many of you would be website usability experts will find out, usability testing can be quite daunting in the very beginning. There will be many questions floating around about what should be tested, how should it be tested, and when should it be tested. And knowing what to do and what not to do when testing is a learning process of trial and error. Not all websites function in the same way, so split testing and multi variant testing techniques on some sites might differ slightly. You usually need to find these out for yourself with a little abit of basic guidance from articles like these. Based on my website testing experience, I’ve listed a few DOs and DONTs that I’ve learnt while starting a website testing plan. Here they are:   Website Testing DOs   Make sure you know why you are doing the test  Before you start any website testing, make sure you know what areas in your site you want to improve by doing the testing.  Do you want to improve the conversation rate, or decrease the bounce rate, or maybe increase the time on site. Make sure you plan to test the right things

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2012 Online Marketing Conferences And Expos In Australia

Hi everyone, Here is a current list of online marketing conferences in Australia for 2012. Australian Marketing Conferences in 2012 Date Location Online Marketing Summit 2012 13-15 February 2012 Sydney Schmart Marketing Conference 21-February-2012 Melbourne Schmart Marketing Conference 23-February-2012 Sydney Istrategy 21-22 February 2012 Sydney Ad Tech 14-15 March 2012 Sydney Ad Tech 28-29 March 2012 Melbourne Ecommerce & Payments World 30-April-2012 Melbourne Content Management World 01-May-2012 Melbourne Cloud Computing World 02-May-2012 Melbourne Digital Advertising World 30 April – 1 May 2012 Melbourne Internet Show Melbourne 30 April – 1 May 2012 Melbourne Social Media World 30 April – 1 May 2012 Melbourne CEBIT Expo 22-24 May 2012 Sydney Cebit Web Forward 22-24 May 2012 Sydney Online Retailer & Ecommerce Conference 17-18 July 2012 Sydney   I will keep updating this list as new conferences get announced. So stay tuned! Feel free to leave a comment if i have left any relevant conferences out, or if you would like more information about each conference, please let me know.

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My first speaking opportunity at the Online Retailer Conference

I know its been just over a month since the online retailer conference, but I would like to share my very first speaking experience at the online retailer conference that was held in Sydney on the 26th September 2011. We arrived in beautiful Sydney at 8am Monday morning for the social media summit, which was the pre conference event day. I had woken up at 3.30am in the same morning as our flight was in Avalon, Victoria which was 1.5 hours drive from where I lived. As you can imagine the morning started pretty fuzzy. We got to our hotel and checked in, before quickly getting to the Sydney exhibition centre as we were running abit late. When we got there we had already missed half of the keynote given by Dave Haber from ice.com . But the rest of the presentation was great, and it was good to get an inside look at how ice.com run their social media department. Then we had Nick Lansley from Tesco, who looked like he had just run a marathon prior to coming up on stage. Nick shared some pretty insightful stuff about mobile, also touching on great innovations in some of the

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Volkswagen Using Augmented Reality

Volkswagen cleverly uses augmented reality to advertise its 2012 Beetle.

15 Important Tips For Start Ups Outsourcing Projects Overseas

Outsourcing work overseas is a challenge many start ups and online retailers face. These days however, it has become much easier to find overseas professionals with readily available marketplace platforms, like odesk, guru, elance and many more. But managing a person or team overseas is definitely not a walk in the park, and there have been countless horror stories of overseas outsourcing gone wrong. Speaking from experience I have created a list of important things to consider when outsourcing projects overseas. Here are my 15 tips to consider when outsourcing work overseas:   1. Clearly scope out and schedule your project and define deliverables Be very clear on the scope of your project; define your project requirements so that service providers know exactly what the deliverables are and when are the scheduled deadlines. For some service providers you have to literally spell it out, as they will do the absolute minimum based on the project scope.   2. Be very “Choosy” when hiring Be very picky when you are hiring, there are many service providers out there, so you don’t need to be in a rush. Also don’t choose a service provider based solely on price, look at other aspects

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