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How could data analysis help your business?

Marketing, StrategySarah Thom

In a world which is as fast-paced as ours, it is easy for businesses (especially small businesses) to forget or even not understand their target customer base. This is where data analysis comes in. By analysing your customer data, you could gain valuable behavioural insights into your target demographic, ensuring that you gain maximum returns on your marketing strategies in the future.  

Whatever your sector, it is really important to know who your target audience/customer is; you could be targeting the wrong demographic for your product or service and missing out on a lot of potential sales which could be possible if you analysed who it was that was actually buying your product.  

We have had years of experience, analysing data sets from different companies and identifying insights which have helped them to increase their sales through the information retrieved from customers. Knowing who your customer base is essential in marketing your product or service; if you don’t know who this is then how do you know who to target your marketing strategy at?  

We are here to help you understand your customer base through detailed analysis of your data, and we will also give you important insights into how to maximise your marketing strategies so that you will see the biggest return on your investment.   

Content Marketing Matters

Marketing, DigitalSarah Thom

Content marketing has grown to be one of the most formidable forces within marketing today.

Consumers have grown accustomed and blind to the more traditional marketing methods of print and TV commercials. Therefore we, as marketing agencies, have had to find new innovative ways to cut through and attract the attention of customers. This is where content marketing comes in.

The Content Marketing Institute, which is an online resource with leagues of information about content marketing, states that:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action’  

The idea of content marketing is to give customers interesting information about your particular sector, and thereby gaining their belief and trust as a company which knows what they are doing. It employs indirect sales-pitching techniques, discussing things other than the products or services which the company provides, but has a proven record of generating sales as consumers return to the companies that have successfully won their trust.

There are a number of different types of content marketing, some examples are; infographics, podcasts, videos (sometimes ‘vlogs’) and blogs. Whatever the format, the key to this type of marketing is to inform the consumer, not try to sell them your products.

For example, if your organisation is a charity, then infographics can be used to concisely show viewers how you impact the need you address and where the money that you raise goes. With attention spans now lasting an average of 8 seconds, the quicker that information can be portrayed to the reader the better, and infographics are a great tool for this.

Podcasts and videos have also seen a huge increase recently, just look at YouTube. More people than ever are consuming audio/visual content and it is a great resource which can be utilised for content marketing. The amount of people who listen to podcasts has reportedly risen to 75 million from 25 million in just 5 years. One of the best things about using podcasts is if you use an application such as iTunes to upload your podcasts, then whenever you upload a new one to your website they are automatically downloaded to iTunes and then can be accessed by millions of people without them visiting your website. Podcasts have also been shown to influence listeners behaviour; a survey conducted showed that 63% of people had bought a product promoted through a podcast.

Blogs are also a useful way of incorporating content marketing into a business. Writing blogs about your sector or issues which are important to your sector on your website and promoting them can be a very effective way of increasing your standing to consumers. Being viewed as an authority on a topic or sector has positive implications for your business and how you a viewed and spoken about by the public.

With consumers becoming more savvy about spending their money and less influenced by traditional marketing channels it is more important than ever to utilise different techniques to attract new customers and convince them that your product is worth buying. Content marketing is the perfect way to do this.

People are more informed than ever before, and this thirst for knowledge about different subjects is likely to increase rather than decrease over the next few years. Businesses who employ content marketing are therefore more likely to see the benefits and have a competitive advantage over those who do not use these marketing techniques. 

Who do you know? Starting a marketing or PR campaign

Marketing, PRRob Mulholland

There are many questions to consider when starting marketing or PR campaigns – what’s our objective, what’s our budget, do we have the time or the right skills to pull off the work? But don't forget to think about who you know.

Costs effective marketing isn’t just about acquisition

MarketingRob Mulholland

We talk to a lot of businesses about their marketing and I would say easily more than 95% of them are purely focused on acquisition (finding brand new customers) when it comes to their marketing. Now I’m not about to rubbish marketing acquisition strategies, they clearly have their place in the mix of activities, but to be solely focused on this is a big mistake, and here’s why:


About Retention Marketing

Indicative of the word, “retention” focuses on retaining the customers you already have rather than those you don’t. In focusing on these important customers you’re giving yourself a huge advantage. They know your business and they’ve bought from you before; you don’t have to do the hard work of getting them over the threshold – rather you now have to do the hard work of keeping them loyal! In this respect, communications to this audience can be highly targeted – based on buying history or personal attributes sometimes collected at the point of sale. For example, if you sum up the value of some of your best customers it may be wise to acknowledge and reward this loyalty with giveaways, previews or discounts. All of these activities can also feature within upgrade strategies too (see below).


About Upgrade Marketing

Also indicative, upgrade marketing focuses on trying to “up” the value of existing customers. This may be done through trying to get customers to convert to more profitable products (bigger margins) or simply more expensive products (bigger prices). Again, using customer data as a base to gain insights from, you can target the most suitable and relevant products at the right people – not every more-expensive product at every customer. Be intelligent in your approach.

Many channels, including the majority of digital marketing and PR (two areas we’re particularly strong in), are configured to focus on mainly acquisition marketing strategies. However, we strongly recommend clients always look at their existing customers before embarking on these more expensive and riskier activities.