Scott Goodacre

Author: Scott Goodacre

Ofcom and marketing generalisations

This week – probably more than any other week during my time as a trainer – I’ve spent a lot of time discussing stereotypes and generalisations with our learners.

The goal was to work with the learners to help them establish better profiles of their target audience without relying on potentially damaging generalisations such as “everyone under the age of 25 uses apps”, and that people over 50 don’t use the internet.

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They [stereotypes] are no more stupid than bundling billions of people together because of their birth year and assuming they all like digital stuff, connections, enjoying quality moments and launching a new brand to offer the aforementioned nonsense in airline form.

Mark Ritson: Only crap marketers mistake stereotypes for segments

How to create ‘dark Moments’ on Twitter

Back in 2011, Apple joined Twitter. Not that you’d know about it, mind, as they’ve famously never tweeted. Or have they?

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The online resources I use for digital marketing

This is a list of the tools I’ve found useful over the years, as well as any new ones that I can see being useful in digital marketing. Most will be free, but there may be one or two that have paid-for features. I’ll mention this where appropriate. All links are in alphabetical order.

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Message from the dark side: The rise of ‘dark social’ and how you can use it in your business

The phrase ‘dark social’ sounds terrifying. It conjures images of content people don’t necessarily want to see, and things that definitely aren’t safe for work. You’d be forgiven for assuming it’s not something your brand doesn’t want to be involved in.

You couldn’t be further from the truth.

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2 ways to use private social media accounts in your marketing

I know what you’re thinking: how can private accounts be of any use to me? After all, as marketers we want the world and its dog to see our efforts — and rightly so. But there are a couple of uses for private accounts that you may not have thought of.

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The 80/20 rule: What it is, how it can help you, and how to use it

I’ve long been a fan of what’s known as the 80/20 rule on Twitter. For those unfamiliar, it means that 80% of the content you share on social media should be someone else’s — the remaining 20% should be your own.

No-one seems to have told brands though, and it’d take a brave social media manager in a small organisation to try and change this. Most management teams simply want to know how a social network is driving conversions —and therefore relentlessly spamming your own content is the best way to do this (after all, the more you shout about something the more likely people are to buy it, right?).

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