14 September 2018

What do we like at EnquiryLab this month? Inbound strategy and eBooks!

EnquiryLab always have one eye on the future. Marketing is changing at a rate more rapid than ever before, so each member of the team is absorbing news and educating ourselves on the latest trends, so we know everything there is to know about our specialist area. Naturally we want to share that insight with you, because what better way to show you that we really do know what we’re talking about?

‘Getting back to the basics’

In a post-GDPR world, brands, and by proxy marketers, are now far more accountable to consumers and can no longer rely on the ‘drug’ that is big data to deliver relevance to their prospects. Where before purchased data, partner category targeting and vast CRM databases allowed highly precise targeting of prospects, we must now get back to the basics of strong propositions and well-crafted messaging to make our message resonate with our target audiences. That’s not to say we have been plunged back into the 1960's, but the focus the mad men of Madison Avenue had on the value of great copy writing is certainly something we must recapture. In fact, some of the most enduring ad copy of all time was penned in that era, with lines like the ‘Pepsi Generation’ still as relevant now as they were 50+ years ago. In my opinion, inbound marketing will be the strategy to rise from the post-GDPR wasteland, with the technology (and content) that powers it providing the answer to the ongoing requirement to deliver timely and relevant information to consumers. If you want to discover the art of making customers come to you, then give us a call.

Chris, Strategy Lead and Co-Founder of EnquiryLab

‘The unstoppable rise of eBooks’

eBooks...they've been around for years. Once upon a time, they were the latest and greatest content feature, enabling you to get across all the information you needed about a subject at a reduced cost. Easily distributed via email or websites, eBooks cut out the need for expensive full colour print runs, postage, page number limits & minimum print runs. The ease of production of an eBook also meant that even more content could be produced and added at any time, then distributed to every far-flung corner of the world. And even better, a business could track clickthrough rates in real time. eBooks have never really gone away, thanks to their multiple benefits, but they are making a noticeable comeback now with interactive features that make them a content marketing must in 2018.

In addition to the features mentioned earlier, eBooks now bring some new features to the party:
  • Seamless navigation can make it feel almost as if you're viewing a website especially with navigation customisable to whatever your design choice.
  • Due to modern internet speeds it is possible to easily integrate remotely hosted videos without taking the user away from the eBook.
  • Functionality of clickable areas has also greatly increased and it is easy to direct users to other content in the eBook as well as present optional click throughs to external sites.

Easy to read now or save for later and so useful as a tool to capture prospect’s contact details, I think eBooks are the comeback kid of 2018 – and at EnquiryLab, we make great eBooks.

Tash, Senior Creative

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