High Impact Marketing: eReporting for

Project Success in Industry

Marketing Content Creation:

eMarketing Project Success Reports, Media Project Success

Reporting, White-Paper Reviewing, & Seasonal Campaign Portfolio

Curation

Michelle B. Cowley PGDipStat BA DPhil

Account Manager, Emarkable.ie

Marketing Content Collection:

1. eMarketing Project Success Report

Michelle B. Cowley PGDipStat BA DPhil

Account Manager, Emarkable.ie

CIFJobs.ie Media Success: What Role Does a Digital Marketing Agency Play?

January 18, 2017News Edit

CIFJobs.ie Media Success: What Role Does a

Digital Marketing Agency Play? Only three short

months ago, the Construction Industry Federation of

Ireland CIF, tasked Emarkable.ie to build a user-

friendly, all in one-stop easy job advertisement

platform for employers in the construction...Read

More

CIFJobs.ie Media Success: What Role Does a Digital Marketing Agency Play? Only three

short months ago, the Construction Industry Federation of Ireland

CIF, tasked Emarkable.ie to build a user-friendly, all in one-stop easy job advertisement

platform for employers in the construction sector. With pace gathering from the recent DKM

Economic Consultants ‘Demand for Skills in Construction to 2020’ report, the CIF were

seeking an immediate and momentous digital channel launch for a website to go together

with their press release, economic review and prospects media campaign.

The Web Designer’s Brief – Usability is Key

The CIF instructions were very clear: To

design a pragmatic and professional

website where job postings become

available within 24hours of being submitted

to the CIF, and the prospective applicant

should be able to apply immediately online

to the job posted. The design was to appeal

to all sectors of construction, that is, the

design must be at once professional and practical to sustain the attention of all roles

representative of the construction sector. The postings were to include job titles such as:

Project Quantity Surveyor, Site Manager, Junior Site Civil Engineer, Senior Site Civil

Engineer, Electricians, Plumbers, Roofers, Carpenters… Thus Emarkable.ie brought an up-

down scroll design template to life to appeal to all professional levels by building an instant

query search box front and centre, and subsequently designed a job-by-job scroll auto-feed

uploading job posts on CIFJobs.ie to CIF Twitter.

CIFJobs.ie Homepage: Prospective applicants can search the site on the homepage for all

jobs listed under their keywords. For example, if a prospective applicant searches for

‘Electrical Project Manager Cork’, they will be given an automated list of all jobs with those

search terms posted to CIFJobs.ie from all Irish employers with jobs available in Cork. More

details relevant to the job specification are then outlined once the prospective applicant clicks

on the job postings of most interest to their search criteria. Once they upload their CV and

Cover Letter their application is on the way to their employer of choice.

Embedding Branding in Digital Design – The Digital Agency’s Role

Apart from getting to the stage where the CIFJobs.ie website was designed, tested, and live,

there was a brand management requirement. In-house graphic design needed to commence

digital design for banners, call-to-action buttons, social media platform thumbnail icons,

and infographics all complementary to the content already in digital existence for CIF.ie

communications. Palettes of colourful images, arrays of images embedded in text and

geographically placed about transcripts of webpages, had to be reviewed, edited, and chosen

with careful consideration. Consistency, simplicity, and the prospect of memorable reiteration

across the digital channel for social media, website advertisement within the CIF launch press

and media readiness remit, was all important. To this end, we designed and collated the

material ahead of content creation; to be ready for our digital marketing team to act with

prepared content.

Capitalising on Momentum: Social Media Campaigns and Editorial Scheduling

With a plethora of potential CIF.ie communications pieces planned for the CIF.ie digital

channel more generally, such as blogs, project features, news items, and pertinent social

media cross-posting, Emarkable.ie very quickly knew that a coordination strategy needed to

be put in place to both streamline, and grade, this information to complement the launch of

the CIFJobs.ie website. Cross-referencing with an itemised editorial week-by-week

calendar, to centralise the stream of incoming online news by email, became central to

project management. The considered themes, e.g., the call to the ‘returning Diaspora’ through

economic review and prospect communication to the DKM ‘Demand for Skills in

Construction to 2020’ theme needed to be implicitly embedded in the digital channel

sequence of material, regardless of individual theme.

To this end two concurrent social media campaigns were

developed by Emarkable.ie’s marketing team. The ’12 Jobs of

Christmas Campaign’ for the November-December ‘Returning

Diaspora Theme’ period, and the ‘CIF Demand for Skills in

Construction Infographic Campaign’ for the Spring ‘Demand for

Skills in Construction’ ongoing DKM report findings

dissemination to a mass target audience. The objective was to

create upper—funnel brand awareness for the CIFJobs.ie

campaign within the dialogue of economic recovery and digital

sentiment. The result being the relative increase in site traffic

generated to CIF.ie, in what would be a traditionally low site-traffic time-period in the

marketing year. That said, the momentum was not to be lost. In quick succession,

Emarkable.ie designed and implemented a digital statistical campaign to impress upon the

construction industry’s professionals that the demand for skills in the construction industry

was real and here to stay.

By keeping our finger on the pulse of the

DKM report’s findings, we were able to

sustain the engagement online, and

thereby sustain building upon the thematic

message of the ‘Returning Diaspora’ and

economic prospects review. Was all of this effort successful? Bottom-line – Yes.

CIFJobs.ie received over a dozen newspaper, radio, and online mentions to date – and

counting!

To find out more about the success of this campaign website launch and Emarkable.ie’s

digital marketing strategy successes you can read through the collated media news pieces

below, or visit Emarkable.ie on our website or blog.

Written by Michelle B. Cowley PGDipStat BA DPhil – Account Manager @Emarkable.ie

In the Wake of the Launch – CIFJobs.ie Media Impact

Financial Times (Dec 2016) mention for CIFJobs.ie eCommerce project. See

http://www.emarkable.ie/blog/2016/12/emarkable-project-cifjobs-ie-receivesmention-

financial-times/

Irish Times Online (Dec 2016)

http://www.irishtimes.com/business/construction/construction-sector-aims-totempt-

emigrants-home-1.2901941

Irish Building Magazine (Dec 2016) mention for CIFJobs.ie eCommerce project. See

https://www.irishbuildingmagazine.ie/2016/12/12/cif-launch-cifjobs-ie-targetingthe-diaspora/

as well as the entries below:

Irish Farmers Journal (Dec 2016) mention CIFJobs.ie eCommerce project. See

http://www.farmersjournal.ie/tag/cifjobs-ie

The Longford Leader (Dec 2016)

http://www.longfordleader.ie/news/home/228727/longford-leader-property-newwebsite-aims-

to-keep-workers-in-ireland.html

The Cork Independent (Dec 2016)

http://www.longfordleader.ie/news/home/228727/longford-leader-property-newwebsite-aims-

to-keep-workers-in-ireland.html

Waterford Today (Dec 2016) http://www.waterford-today.ie/waterford-todaynews/9482-

112-000-vacant-jobs-in-construction-industry-9482.html

Marketing Content Collection:

2. White-Paper Review

Michelle B. Cowley PGDipStat BA DPhil

Account Manager, Emarkable.ie

New Business Tools Annual Report – What new and essential software tools will grow your business in 2017?

January 9, 2017News Edit

Emarkable.ie Reviews the Mirren RSW/US Report 2016. For anyone involved in Agency New

Business the 'Mirren-RSW/US 2016 New Business Tools Annual Report' is a must-read

resource. This Annual Report summarizes information gleaned from a survey of more than

200...Read More

Michelle B Cowley of Emarkable.ie Reviews the Mirren RSW/US Report 2016.

For anyone involved in Agency New Business the ‘Mirren-

RSW/US 2016 New Business Tools Annual Report’ is a must-

read resource. This Annual Report summarizes information

gleaned from a survey of more than 200 senior agency

executives from SMEs to medium and large sized companies.

They are surveyed on their thoughts and insights about the

effectiveness of new business tools put in place in their business

in the last twelve months.

The executives completed the survey in reference to the

following three main categories:

(Q1) What Are Your Three Most Essential Agency Tools Today?

(Q2) Did You Add Any New Business Tools / Services in the Past Year?

(Q3) What’s The Most Overrated New Business Tool?

The survey then includes a list of channel specific questions to uncover more detailed

executive insights about the specific tools. The tools evaluated by these senior agency

executives include: Social Media Platforms (e.g., LinkedIn), Social Media Monitoring (e.g.,

Hootsuite), Research Services (e.g., Nielsen), Marketing Automation/Inbound Marketing

Tools (e.g., HubSpot), CRM and Contact Management Tools (e.g., Salesforce), SEO Tools

(e.g., Google Adwords), Meeting/Web Software (e.g., GoToMeeting), Project Management

Tools (e.g., Asana) amongst others.

Summary of Findings

For four years running social media tools are continuing to be the highest ranked, that is, the

most used new business tool for agencies across the board. Almost 93% of agencies reported

that they used social tools for driving new business growth. That said, SEO Tools usage

which is essential in driving social media success to target markets in which greatest business

growth in market share is predicated, has surprisingly decreased by double-digits two years

running. Finally, the new business tools category Meeting / Web Conference Software was

added for the first time this year 2016, with 84% of agencies adopting business online

meeting tool software, such as GoToMeeting, which happened to receive the highest approval

rating. Let us take a look then at the findings in each of the three main question categories.

(Q1) What Are Your Three Most Essential Agency Tools Today?

So, what three tools are most essential for driving new business growth in the run up to the

present report? Of the 100 business agency tools tracked in this year’s survey, LinkedIn and

Salesforce continued to be cited as two of the most essential tools for driving new business.

In third place, and new to the top five this year, is Winmo, described as the “largest resource

for advertiser-agency relationships and decision-maker contact information” (p.8). HubSpot

and The List featured in fourth and fifth place respectively. Other significant tools of note

included Access Confidential, Daily Vista, Email and CRM systems more generally.

(Q2) Did You Add Any New Business Tools / Services in the Past Year?

More than 70% of executives reported adding a new tool or service to their new business

efforts in 2016. While they mentioned 51 different tools or services, over 25% of them

reported adding Winmo and/or HubSpot to their tool kit specifically. Of the group of

respondents 13% added Salesforce and/or Lead Forensics.

(Q3) What’s The Most Overrated New Business Tool?

It turns out that Salesforce is a clear winner with executives this year. Half of respondents

indicated they are using CRM tool Salesforce as their leading platform, and its reported usage

has grown substantially year on year from 41% in 2015 to 66% in 2016. Sales tools aside,

there are marketing specific tools that have a channel specific analysis given over to them

amongst which those pertinent to inbound methodologies feature. Let us take a quick look at

the breakdown of inbound marketing tools specific effectiveness rating:

Inbound Methodologies: Marketing Automation Channel Specific Analysis

On a scale of 1 to 5, where 1 = not effective, and 5 = very effective, respondents rated

HubSpot as most effective at driving an agency’s new business efforts. The chart below

represents the average rating of effectiveness given to each Prospect Contact / List Building

Service. Let us take a look at how the other tools compared to HubSpot’s effectiveness rating

in this period:

Fig. 1: Inbound Marketing Automation Tool Effectiveness – Channel Specific Results

At Emarkable.ie we use the software tool SharpSpring Mail+ for our inbound eMarketing

methodology. Remaining in 2nd Place ahead of Marketo and just behind HubSpot,

SharpSpring remains a competitive and cost effective choice for SMEs and large companies

alike.

A Look Ahead

In summary, the report presents some attempts to garner what the respondents predict for the

coming year 2017. Categorically, agencies selected Lead Generation tools as a priority. From

an individual tool standpoint, Winmo and HubSpot were most frequently mentioned for

increased usage in 2016, followed by LinkedIn, The List and MailChimp. It remains clear,

however, that from the 133 responses the report overwhelmingly concludes that the

overarching need for a tool that coordinates operations through a single platform is what is

most desired by business leaders for efficiency-laden solutions to day-to-day operational

issues in practice. That said, the report concludes that there is an increasing awareness

amongst executive level leaders that the market has reached business tool saturation point

because of the exponential increase in the number of tools released each year. One

respondent sums executives’ fears and hopes for 2017 in one prediction; that most companies

will realise the need to be better about using what they have first and adopt new business

tools further along the line. Well – it remains to be seen in next year’s report. For now, you

can access the report by clicking on the image below.

Reviewed by Michelle B. Cowley – Emarkable.ie Marketing AB Manager (9th Jan 2017)

http://www.rswus.com/survey/rswus-mirren-agency-new-business-tools-2016-annual-report/

Marketing Content Collection:

3. Media Project Success Report

Michelle B. Cowley PGDipStat BA DPhil

Account Manager, Emarkable.ie

Emarkable Project CIFJobs.ie Receives Mention in the Financial Times – Dec 17th 2016

December 21, 2016News Edit

To the delight of all Team Emarkable.ie a recent

digital marketing project CIFJobs.ie launched by

our client CIF (Construction Industry Federation)

to promote job search in the construction industry

in Ireland, has made an appearance in the

Financial...Read More

To the delight of all Team Emarkable.ie a recent digital marketing project CIFJobs.ie

launched by our client CIF (Construction Industry Federation) to promote job search in the

construction industry in Ireland, has made an appearance in the Financial Times (Dec 17th,

2016). CIFJobs.ie, a website devoted exclusively to advertising jobs in the construction

industry in Ireland, has been launched to encourage construction workers, who emigrated

during the financial crisis leading to a decade when almost no new homes were built, to come

home.

Now that the crisis in construction is finally easing, and the capacity for job building is

beginning to show a mass of green shoots, the CIF tasked Emarkable.ie to build a user-

friendly, all in one-stop easy job advertisement platform for employers in the construction

sector. Job postings become available within 24hours of being submitted to the CIF, and the

prospective applicant can apply

immediately to the job posted. Job

postings are representative of all

construction sector roles. The postings

include job titles such as: Project Quantity

Surveyor, Site Manager, Junior Site Civil

Engineer, Senior Site Civil Engineer,

Electricians, Plumbers, Roofers,

Carpenters… Prospective applicants can search the site on the homepage for all jobs listed

under their keywords. For example, if a prospective applicant searches for ‘Electrical Project

Manager Cork’, they will be given an automated list of all jobs with those search terms

posted to CIFJobs.ie from all Irish employers with jobs available in Cork. More details

relevant to the job specification are then outlined once the prospective applicant clicks on the

job postings of most interest to their search criteria. Once they upload their CV and Cover

Letter their application is on the way to their employer of choice.

The CIF estimates that 137,000 people work in the construction industry in Ireland, compared

with 273,900 at the height of the construction industry’s boom in 2007, and 96,300 at the

lowest point of the building industry’s collapse in 2013. The CIF have forecasted

that 112,000 more construction industry workers may be required to stabilise

new housebuilding and infrastructure projects up to 2020. It is anticipated that the CIFJobs.ie

jobs board platform will go a long way in facilitating the return to work for skilled

construction workers who have lost out during the building downtime years, both in Ireland

and abroad.

Written by Michelle B. Cowley – Emarkable.ie Marketing AB Manager (21st Dec 2016)

Marketing Content Collection:

4. Christmas Seasonal Campaign 2016

Michelle B. Cowley PGDipStat BA DPhil

Account Manager, Emarkable.ie

Beauty and the Budget: How to manage your e-marketing budget for successful year on year return on investment…

December 23, 2016News Edit

It's that time of year again and the magic sparkle of retail is in the air. Many retailers are

hoping for a seasonal Christmas boost in their takings to see them fruitfully through to the

New Year 2017. So what happens...Read More

It’s that time of year again and the magic sparkle of retail is in the air. Many retailers are

hoping for a seasonal Christmas boost in their takings to see them fruitfully through to the

New Year 2017. So what happens when a client of

yours asks for e-marketing advice as to how they can

ensure good takings all the year round – not just at

Christmas? To their dismay it is only their website’s

stream of business that is at times sporadic rather than

regular- it’s either a feast or a famine. Their online sales

are predictable neither in terms of seasonal nor economic trends. Christmas time in the

economic climate of the past few years has not provided the expected boost in online sales,

despite the expense of building and maintaining an e-commerce component to their

business. Industry quotas demand a steady flow of business and your client needs to ensure

that they are capturing their market consistently from every angle. To compete – they need a

profitable online sales presence. What are they to do?

The following article addresses this question by exploring what key steps a client should take

to evaluate an industry website presenting with irregular sales cycle issues. So, despite being

designed by a top web designer and making an excellent first impression, what else should be

in place or be regularly evaluated, to ensure that the website has the ability to attract prospect

consumers, generate sales leads, close sales with online payments, and continuously attract a

steady stream of business across the company’s target market? Given that the business is

beauty – and competition is fierce – we chose Delovely Beauty Academy Ireland as our

casing point.

In the following article we propose an industry general nine-step evaluation strategy that this

business must, and has since developed, to build on their website’s successfulness, and

constantly so, in order to inform their marketing resources across the budget year. You can

find the article for download by following the link in the Christmas edition of the Information

Systems and Economics eJournal publication below:

Cowley, M. (2016). Feast or Famine: The 9-Steps of Website Evaluation in Beauty Industry.

Forthcoming in the Information Systems and Economics e-Journal, Vol.8, Issue 118, Dec 1st

2016.

Published 2nd Dec, 2016| Michelle B. Cowley PGDipStat BA DPhil, Marketing Manager at

Emarkable.ie

Transcending Time: A case-study of Tiffany & Co’s ‘Iconic Marketing Formula’

December 22, 2016News Edit

At Christmas time more than ever, we realise that commercially we live in a modern age of

digital marketing and free-style new media communication never undreamt of by our

marketing predecessors, yet unparalleled in both immediacy and controllability by our...Read

More

At Christmas time more than ever, we realise that commercially we live in a modern age of

digital marketing and free-style new media communication never undreamt of by our

marketing predecessors, yet unparalleled in both immediacy and controllability by our

contemporaries. In a recent recession, where familiar and new age companies struggled for

their corporate survival and start-up success, some companies managed to seamlessly adapt

and continue much as they always have. Such companies serve as landmarks in our

international marketing landscapes, but their formula for success has not been easily

emulated. What then may be the secret of their survival and enduring class?

In a short case-study, carried out by a

member of the Team Emarkable.ie as part of

digital media certification at Dundalk

Institute of Technology DkIT, the 175 years

of marketing landscape for the diamond

merchants Tiffany & Co. was analyzed, to

find out if one central strategy for

international survival could explain their survival and adaptation to the digital age. The study

found that critical juncture iconic moments are likely to be a key part of the strategy leading

to an enduring and memorable brand consciousness in the global market. An explication of

the ‘Iconic Marketing Formula’ strategy that appears consistently throughout Tiffany &

Co.’s marketing campaigns, both in quantity and longevity, can be found by downloading

the forthcoming paper:

Cowley, M. (2016). How marketing communications has changed in the digital age: A case-

study of Tiffany & Co.’s ‘Iconic Marketing Formula’. Forthcoming in the Managerial

Marketing eJournal, Sept, 2016.

(To access the paper click on the hyperlink above). SSRN Business Network eJournal Series,

Sept 2016. Author: Michelle B. Cowley, Marketing Manager at Emarkable.ie

Sweet Profit: How P. R. Smith’s SOSTAC Model Works for Online Digital Marketing Strategy Start-Ups Everytime

December 20, 2016News

It's finally Christmas week and the office is full to the brim with tins of cookies and boxes of

endless choccies... Inspired by this festive spirit we at Emarkable have delved into

our wealth of digital marketing strategy expertise and found...Read More

It’s finally Christmas week and the office is full to the brim with tins of cookies and boxes of

endless choccies… Inspired by this festive spirit we at Emarkable have delved into

our wealth of digital marketing strategy expertise and found that one of the newest members

of our Marketing Team have recently published some market research on the application of

the much beloved P.R. Smith’s Model of Marketing to – yes you’ve guessed it! – digital

marketing strategy for online confectionary start-ups! For those of you unfamiliar with

models of marketing, SOSTAC is an acronym for the six core components to be considered

when generating a marketing plan: situation (S), objectives (O), strategy (S), tactics (T),

action (A) and control (C). Each component

represents a stage in the cycle of planning, and each

stage is of equal importance to successful marketing

planning, implementation, and review. Now widely

accepted as the forerunner system for implementing

marketing plans and communications strategies,

SOSTAC is an extension of the traditional SWOT

analysis, that is, a situational analysis of the strengths (S), weaknesses (W), opportunities (O),

and threats (T) facing a business at the outset, when introducing a new product line, or when

engaging in an organizational change process.

As we know following the advent of the internet, a plethora of online wonderful business

ideas have appeared, and the world of sugar-craft e-businesses have sprung up in tandem with

this exponential explosion of online digital means to generate income. For example, ‘Planet

Candy’ and ‘Aunty Nellies’ are those now well known to name but a few. Even the

phenomenon of the ‘Great British Bake-Off’ has shown us that sweet treats and everything

sugar is as popular as ever. Surely no product could more aptly justify the philosophy that

marketing is about satisfying needs and delighting the consumer to create profit, than sweets

and cakes. Just one mention of Jaffa Cakes by the ‘Great British Bake-Off 2016’ and stores

are overrun with demand (Blake & Gurka, 2016). Given the season, we thought to direct you

to our discussion of the application of digital marketing strategies to not only explain online

confectionary e-business success, but to prescribe a digital marketing strategy for budding e-

business entrepreneurs in our midst!

You can download the full article in the Innovation & Management Science eJournal. The

report can be found below at:

Cowley, M. (2016). ‘Jellies & Jaffas’: Applying PR Smith’s SOSTAC Model to an Online

Confectionary Start-Up. Forthcoming in the Innovation & Management Science eJournal,

September 2016.

References

Blake, I., & Gurka, E. (2016). The Bake-Off Effect Strikes Again.

http://www.dailymail.co.uk/femail/article-3760269/The-Bake-effect-strikes-Searches-Jaffa-

Cakes-lemon-drizzle-SOAR.html

Chaffey, D. & Smith, P. R. (2013). Emarketing Excellence: Planning and Optimizing your

Digital Marketing. Routledge: London.

Author: Michelle B. Cowley PGDipStat BA DPhil, Marketing AB Manager, Emarkable.ie

20th January, 2017

Michelle B. Cowley PGDipStat BA DPhil

Account Manager, Emarkable.ie