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In digital, you don’t tend hear the word “merchandising” very often. To me, it’s a phrase that has quite a lot of offline connotations, and whilst most brands will advertise for “online merchandisers” we don’t really talk about it as an area of digital, especially not to the level that we talk about SEO, PPC or CRO.
Within a successful content marketing/PR/Social campaign, any decent marketer will always tell you that varied media will bring you more success. Just churning out written content over and over again gets tired very quickly, so, as good marketers we need to mix it up using videos, infographics, images, ebooks, podcasts etc. etc.
Over the course of the last few years, online marketers everywhere have started to recognise the importance of content as a marketing tool, not just for the benefit of search engines but also for the purpose of: building and engaging with an audience; increasing loyalty & retaining customers; increasing the performance of marketing channels among other benefits.