#passion4digital content from our conference

passion4digital Tweets 9.45am registration open and we are raring to go! 10.00am we are live. Watch us here https://www.youtube.com/watch?v=qMlJwIQFo-0&feature=youtu.be&a 10.03am Everyone take their seats we are ready to begin! 10.05 Introductions 10.06 Stati Statev –We appreciate the efforts and look forward to creating the joint masters in Digital Marketing and the impressive outcomes such as[…]

Olga Andrienko

Digital and Social Media Marketing conference 2016

Digital and Social Media Marketing conference 2016 is here!

Be a part of the digital revolution that is sweeping across the globe and Europe is caught up right in the centre of it! Digital Marketing budgets are increasing so there are higher demands on the teams to deliver the ever growing expectations of internal and external stakeholders. These stakeholders expect the new revenue streams to come from online digital channels.

Whether it is search engine optimisation, social media optimisation or mobile marketing, there are a number of developments to be taken into account when creating a digital marketing strategy for any organisation. Where do you start? At the inaugural digital and social media marketing conference 2016.



What is digital marketing strategy

What is digital marketing strategy?

When I run executive training in Search and Social Media Marketing sessions among first things that I will be asked is, “what is a digital marketing strategy?” A simple answer is difficult as my response will always start with the statement, “It depends!” However, when confronted with writing a book on Digital and Social Media[…]

Viral Marketing campaign

Viral marketing campaigns using STEPPS model

Viral Marketing campaign

What makes content viral? In a society where blogs, images, tweets and videos have the potential to be global worldwide phenomena reaching and engaging audiences in minutes we look at what contributes to them becoming viral and it’s usefulness in digital marketing. 

The holy grail of successful content marketing campaign is that the content resonates with your buyer personas. Once your buyer persona engage with your content and start sharing it on your behalf the content becomes viral. One of the common challenges for students on the MSc Digitial Marketing is to see how different types of content resonate with buyer persona. Therefore it is alwyas a process of testing and learning which is needed for developing a successfull digitla marketing strategy.

When looking at virility of content and in particular when it comes to evaluating videos, a number of different models are available including the Berger’s (2013) STEPPS framework. Let’s have a detailed look at what the STEPPS model offers for a viral markeitng campaign. […]

Why does the history of SEO matter?


As the old saying goes – history repeats itself and this is no different when looking at the history of SEO and the digital marketing field – although the tools might be new and evolving the one aspect of digital marketing that remains constant is change.

The history of Search Engine Optimisation (SEO) allows us to chart the main developments associated with it’s constant evolution – during which these four pillars of SEO stood the test of time –


Digital Marketing students Salford Business School

How to refine a digital marketing strategy?

Creating sharable content is one of the strengths of digital marketing communications. The success of a digital marketing strategy can be measured by the resonance that marketing communications content receives with its target audience. Organisations are looking for ways to develop digital content that is relevant to their target audience and then to measure how that audience engages with the content.

It is important, for the successful implementation of a digital marketing strategy, to target the right channels with the right messages. For example, social media is often used for awareness raising, so may be inappropriate for sales related content.

digital marketing management

Digital marketing channels – Customer journey to online purchase

However, the above data from Customer journey to online purchase suggests that for example the decision to buy a room night in a hotel in the UK will often be influenced by social media – hence it would be appropriate to have sales related communications here.

One of the techniques that works well in digital marketing is to try small scale projects to observe the impact and learn from that engagement. Based on the results an activity and or the message could be stopped, replicated or refined.


keyword density for SEO- how what and why

Keyword density for SEO: really?

Yes, you are right, it is keyword density we are discussing here. This is in the face of perennial discussions around “SEO is dead”, “Keywords are dead” and “Links are dead”. But we are in 2015, not 1995 – do we need to worry about keywords now? Google released a hummingbird update a couple of[…]

Successful start-ups in Europe are behind the US

Silicon Valley has become a synonym for successful start-ups, innovation and, with its ecosystem of super-moneyed venture capitalists, it is world renowned as a hub for new products and software. Europe meanwhile has struggled to produce the likes of Facebook, Amazon or PayPal, or to garner the levels of investment for its startups. But could[…]