The beauty marketing industry is a great one to study because it's so dynamic and varied. Because the industry is diverse, the marketing techniques are diverse too. For example, an international brand will use tone of voice differently to an indie brand. A brand...
In this series of articles, I explore how brands use their tone of voice and language to appeal to their target audience. Part 1 focused on established fashion brand, ‘Chanel’. There, I showed how they adopt an exclusive style of language designed to appeal to people...
Why Brands Need To Pay Attention to Tone of Voice The way your brand uses language (i.e. its tone of voice) has a big impact on its ability to engage people. Different types of language attract different types of people. You need to understand your customers...
Writing for the internet is tough. WordPress.org (one of the world’s largest content management systems) estimates that its users publish more than 70 million pages per month, 71% of which are in English. Competition between bloggers is huge. To connect with your...
Introduction: A case study is an in-depth, positive, customer testimonial. According to Bright Local, 86% of consumers read reviews for local businesses and this influences customer buying habits. Case studies are an excellent marketing tool for content creators...
Understanding Buyer 2.0 Will Help You Create Successful Marketing Strategies A key feature of marketing is the use of models to understand the buying process – “Sales Funnel”, “Consumer Decision Journey”, “SMART” – they’re everywhere. We do this so we can understand...
In May 2018, GDPR introduced legal guidelines concerning the collection and processing of personally identifiable data by a website on its visitors. Many websites use Google Analytics (GA) to collect their visitors’ data for analytic purposes. This allows them to...
Why do you have a blog? Because you want to sell something, spread a message, connect? Your content might be better than anyone else’s, but if nobody reads it, it doesn't count. It’s ‘Schrodinger’s content’: until someone actually reads it, the verdict is out on the...
As automation becomes more common, people are starting to worry about its effects on their livelihoods. Even governments are thinking up solutions to manage the potential job losses. They’re starting to take ideas like “Universal Basic Income” seriously; something...