Digital can be a lonely old job. More often than not, the main digital person at a charity is in a small team. Or the only ‘digital’ person in the whole place. That means they lack folk with deep experience in their trade to lean on and draw inspiration from.
Ever been in a meeting where your organisation’s digital presence is being discussed? Has an attendee (let’s call him John) ever smiled and said “I don’t get all this tech stuff” or “I’m a bit of a luddite!”? Did you detect a note of pride in John’s voice? Light-hearted asides
Billions are spent on online advertising every year. 60% of all online ads are search ads. The vast majority of Google’s mind-boggling income comes from Google AdWords. Charities get an amazing $10,000 monthly advertising grant on the Google AdWords platforms. Which is great, but just because something is free,
The thousands of free visits to your website that Google Grants can give you every month look great. All those people digitally flocking to your door! All those big numbers!
But a maximum bid of $2 on any one keyword creates a problem.
Last week, The Independent’s owners, ESI Media, announced that the publication is moving to “digital-only future”. In other words, no more print editions of The Independent or The Independent on Sunday. It also said that this move would create 25 new “digital-content roles” to support the move.
In the 19th century, Thomas J. Barratt created a campaign for Pears Soap, thought by some to be the first advertising campaign. It centred around the delightfully direct slogan:
“Good morning. Have you used Pears’ soap?”