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Businesses have had to adapt during the global pandemic to survive. The level of adaption required has varied. Pubs offering takeaway drinks, other companies have branched out into new areas to stay relevant. Whilst some have been able to thrive in the new environment, there have been others that have had to temporarily shut down and try to ride out the crisis.

It’s not been a barrel of laughs for any business, with forecasts, budgets and even jobs under heavy scrutiny.

It’s vital that your business stays relevant as we continue to emerge from lockdown and edge towards something resembling…


Put simply, click fraud relates to any click on your pay-per-click ad campaign that is not from the audience you intended.

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Image Source — PPC Protect Ad Fraud Statistics

Click fraud can be devastating to your marketing budget, as your meticulously-planned and visually stunning campaign can be decimated without achieving any actual results.

The cost-per-click of valuable or highly-competitive industries can be worth up to £100, if a brand’s clicks are being hijacked, this can quickly prove costly.

The source of these fraudulent clicks vary in severity and ominousness (yes, that is a word).

I’ll discuss where these clicks come from, and what you can do to minimise…


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There are two schools of thought about sharing your brand name with a global pandemic virus.

1. No publicity is bad publicity.

2. We don’t want to be associated with a virus that has killed over 3,000 people around the world.

The start of 2020 has undoubtedly been an ‘interesting’ time for the marketing people at Corona. Their namesake the Corona Virus, or Covid-19 has swept around the world infecting over 100,000 people at the time of writing.

Depending on which report you read, this is either a disaster or a branding opportunity for the Mexican beer. …


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Like it or not, Facebook is still the largest social media network, with over 2.5 BILLION monthly users. Last year, the UK population spent just under 2 hours per day on social media. As a smart marketer, you know it’s a good idea to put your brand where it can be seen by the biggest (relevant) audience. So Facebook marketing should be a no brainer.

In 2020, 80% of marketers say one of their key objectives is to increase social media engagement.

On the surface of it, this should be straightforward. With an ever-increasing potential audience, your engagement and lead…


Let’s be honest. In the world of digital marketing, there is a fair amount of jargon.

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Don’t get me wrong, in such a varied, complex and nuanced industry we need a plethora of specialist language to be able to communicate what we mean swiftly and accurately.

However, I have witnessed some marketeers (not at h2o, by the way) using jargon to bamboozle people to make a reasonably straightforward project seem far more complex and therefore expensive.

The prohibitive nature of jargon and technical language can mean that digital marketers don’t have an open and honest discussion about marketing projects, performance…


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I don’t want to scare you, but the oldest millennials are 38 years old. Generation Z is the group that follows us/them — those born after 1996. The oldest Generation Z-ers are 23 years-old and graduating from university and entering the job market.

Both of these groups are typically classed as digital natives, this is especially true of Generation Z. Even the oldest millennials have spent a significant portion of their lives being hyperconnected — the internet, social media, instant messaging, and a plethora of technology at our constantly texting fingertips. …


When you produce smoothies and dairy-free milks, promoting a poisonous new product probably doesn’t sound great does it?

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Innocent doesn’t play by the regular brand rulebook with their quirky, original tone of voice and oft-imitated irreverent social media presence.

The brand has a history of announcing amusingly fake products to their 295,000 followers on Twitter. Left-handed smoothies and orange juice that is 100% bits have both made an appearance over the years.

The latest effort teaches marketers a number of lessons.

Firstly, even the savviest marketers make mistakes. Revealing ‘conker milk’ was supposed to be a joke. Unfortunately, consuming conkers…


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As digital marketers, we accept that some things are consistent. Clients will change their mind just as you have finished the piece of work; asking people what they think of your brand on Twitter will never end well, and that you will never be able to pull LinkedIn data or analytics onto a third-party website.

The Microsoft-owned professional social media platform is about as willing to share it’s user data and insights as Jacob Rees-Mogg is to send the EU a Christmas card. …


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We are absolutely spoiled for choice when it comes to television choices at the minute. As long as we all pretend Game of Thrones series 8 didn’t happen. There is still a plethora of other choices to keep us occupied

It struck me that there are a surprising number of similarities between scheduling TV channels and a brand’s social media strategy.

Personas

A TV channel will produce programmes tailored to a specific target audience or persona. …


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Ok, this is a bit of a long-winded explanation, but it does get onto marketing eventually. I promise.

For my birthday this year, one of the presents I received from my girlfriend was a poster of the 100 greatest films of all time. After I got over the shock of Mean Girls being included on this list, we agreed that we would watch them together and work our way through this pantheon of cinematic masterpieces. And Mean Girls.

One film I was looking forward to rewatching was Gladiator, one of my favourites. Typically, my girlfriend gets bored halfway through films…

Adam Brummitt

Digital Marketing Strategist at h2o Creative Communications. I manage social media strategy for clients when I'm not watching football. http://h2o-creative.com

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