Richard Jones

Be antisocial to woo more customers

Social media is great for sharing photos of your hoppin’ house party but terrible for providing insights into what your audience actually craves. It’s time we ignore the social-listening hucksters next door, turn up the volume on other data sources, and become antisocial. There’s a cornucopia of online content marketing channels. Websites, blogs, podcasts, apps, email newsletters, etc. But in recent years, research into how people consume content has become dominated by social media metrics. More and more, analysts are…

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Introducing the “Desire Ratio”: the secret to unlocking engagement in content marketing

As people, we desire things that we like, things that we want to do, things that we enjoy using, or experiences we want to have. Everyone’s different, so everyone desires different things, at different times of their lives and in different parts of the world. In every profession, people aim to make other people desire what they do, to prefer it versus what their competitors offer. Whether you’re a product designer, a florist, a chef, a realtor, a vet, partner…

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How to differentiate your content marketing from your competitors

Our innovative approach to measuring engagement helps our clients challenge common beliefs about their audiences’ interests and get the most from their content marketing budget. This case study shows how. For one of our banking clients, IMMedia used our proprietary IMMediate platform to identify SME content preferences across five markets in South East Asia. We started by capturing and classifying engagement levels of SME-related content created by the client and their competitor banks in each market, over the last 12…

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Introducing a new Engagement Index that will redefine audience metrics.

By harnessing the power of artificial intelligence and machine learning, we can gather analytics and insights that would be impossible for humans alone to deliver. IMMedia COO Richard Jones explains how. Looking for a new way to map out content opportunities for your business? Enter IMMediate and the Ei metric, a new audience engagement tool to transform content marketing. The beating heart of IMMediate is a key metric — the Engagement Index (Ei) — that is redefining audience measurement. Using a…

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How to use AI and ML to improve content marketing

The global content marketing industry is slated to grow by 111 percent, from US$196 billion in 2017 to US$413 billion in 2021. According to a 2019 Clevertouch Marketing report, last year, content marketing topped the list of where companies worldwide would be directing their marketing budget in the coming 12 months, ranking above predictive analytics and AI, among others. However, 53 percent of marketers in that same report said they don’t know how to measure their content marketing efforts, and…

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Why good SEO = good content (and vice-versa)

How many people are looking up “pet cremation,” and what does that have to do with getting visitors to your site? It’s Shawn Lim’s job to know. As IMMedia’s SEO expert, he combines research around SEO and content promotion strategy to plan and optimise content for long-term traffic and better engagement. “Signs that your company has bad SEO is when you search for your brand name on the search engines, and you can’t find it!” he says. “If you notice…

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Banks have more personal data than anybody, but why don’t they use it in their marketing messages?

With ‘big tech’ looking to take over the finance segment, isn’t it about time banks started to take advantage of the rich customer data they have in order to deliver personalised marketing to consumers – asks IMMedia’s Richard Jones, in advance of his panel discussion on the topic at the Mumbrella Asia Finance Marketing Summit in Singapore on August 29. Your bank actually knows you as well as, if not better, than any technology platform such as Google and Facebook.…

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How to Make Content Reporting Count

Marketing bosses can be quite demanding when it comes to content performance reports. And they have good reason to be, considering the vast amounts of data that web analytics platforms provide. But just because the plethora of metrics exist, doesn’t mean you need to use all of it. Ensure that the reports you create are true content performance indicators with these tips. Knowing what you want Imagine going to the supermarket without a plan. Chances are you’d end up spending…

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A Reality Check on the State of Content Marketing in Asia

Although Content Marketing has been around for more than 150 years, the more recent digital age has made it a core ingredient for every marketer in the world. For the past five years this has fuelled a rising demand for content by impatient marketers wanting to get in on the act, as well as a new wave of agencies providing content development and strategic services. As these agencies are now being bought out by the global advertising conglomerates who themselves…

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