Forget Sales and Revenue, Think Lifetime Value
How to go from short-term results to long-term profitability.
In the beginning, there were clicks. Back when search advertising started, Click-Through Rate (CTR) was our most valuable metric when…
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SEM vs SEO – Master One or Learn Both?
Is it possible – or even beneficial – to try to be an expert in both?
When it comes to increasing visibility, credibility and generating valuable traffic, there are two commonly thrown around terms that we’re…
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SEO or PPC… Porque No Los Dos?
Why SEO & PPC should go hand in hand.
Understanding the true value of our advertising channels is harder today than it’s even been. Thanks to the ever-growing mountains…
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Playing to Win on YouTube
What should brands be doing to harness YouTube’s influence on culture?
Over 300 hours of video are uploaded every minute to YouTube, and it should be no surprise that the video…
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Quantity Over Quality: The Problem with Content Today
Favouring quality over quantity can make content your competitive advantage.
How would you rate your content? Great? Good? Good enough? Well, I’ve got news for you: Your blog is probably…
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3 Google-Friendly Approaches to Link Building
Backlinks are still important. And so is making them future-proof.
There are three main reasons that your competitors could be outranking you in the SERPs: they have higher-quality and more…
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Has Voice Search Lived Up to the Hype?
Voice Search has long been touted as the “next big thing”. How true were the predictions?
According to the 1,620,000,000 search results it now delivers on Google, Voice Search is here to stay. For the last…
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How to Make Reality Better
Is Augmented Reality the solution for resonating with today’s content-saturated audiences?
The digital age has turned us all into voracious consumers of media. The demand for instant information and interaction is higher than ever…
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Trustpoints: The New Touchpoints
Trust, convenience, experience, and how machines might be the answer.
In psychology, trust is believing that someone or something will do what we expect them to do. It’s the strongest…
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Video SEO in the Machine Learning Age
It’s time we coined the term “Vid-EO”
It's predicted that by 2022, online videos will account for 82% of all global consumer internet traffic[1]. YouTube is currently…
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The Subtle Art of Newsjacking
There’s more to organic search than high-volume product keywords.
When it comes to capturing organic traffic, keeping a finger on your audience’s cultural pulse can be just as important…
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Does Influencer Marketing Lack Integrity?
Is there such thing as an “authentic” sponsored collaboration?
It’s safe to say influencer marketing is very much here to stay. Sponsored brand collaborations have changed the fundamental human…
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Is PR the Missing Piece to Your SEO Strategy?
When creating content, make sure it’ll get seen by as many people as possible.
For as long as search engines have been around, they’ve used links as a means of measuring the influence and…
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Have We Reached “Peak Content”?
What the fall of digital publishers means for content-driven brands.
Digital publishers are having a tough time. Buzzfeed has announced it’s firing 15% of its workforce. Verizon Media, after a…
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See, Snap, Find
Who needs keywords when you’ve got a camera?
Imagine you see a rug you like at a café – not just any rug, but one that would put…
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Content at Scale: 3 Steps for Success
How to overcome the challenges and reap the rewards of large-scale content creation and distribution.
Today’s digital world is all about relevancy and personalisation. While the marketers of yesteryear relied on a spray-and-pray approach of…
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Get Set to Win This Festive Season
Be prepared to ride the wave of consumer activity in the lead-up to the year’s busiest retail period.
Each year the ever-increasing prevalence of online purchases, voice search and evolution of omnichannel behaviours – particularly during the festive…
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Jingle Bells, Jingle Bells, Performance All The Way
How to prepare for the most competitive period in retail.
Ahh Christmas…the most wonderful profitable time of the year. Like in many other markets, Christmas-time in Australia is a big…
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From Bricks and Mortar to Pages and Pixels
Imagining how we’ll be shopping in ten years’ time.
Well, we’ve made it to 2018. We’ve survived Y2K, the rise of hackers, and despite GDPR we can still manage…
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Featured Snippets: Prime SERP Real Estate
How to reach the coveted Position 0 in search
Google has a long history of making major changes to its Search Engine Results Pages (SERPs). With each change they…
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How Small Brands Can Win Big Too
The big build relationships fast, while the small make them last.
It’s indisputable how essential a positive brand perception can be to your bottom line. Branding is inherently crucial to all…
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Tips for Creating a Great Mobile App User Experience
Over 75% of apps only ever get used once. Here’s how to avoid being one of them.
Australians use, on average, 36 different apps per month[1]. That’s six more than the global average. This is great news…
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The Impact of the Subscription Economy
Do businesses need to adapt to the subscription economy, or do they simply need to weather the storm?
In the fight for business survival, brands today are under more pressure than ever to shift the way they approach…
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Is Your Paid Search Cannibalising Your Organic Search?
Keeping a watchful eye over your paid and organic traffic will help you get the best bang for buck out of your search strategy.
Paid Search is an easy, scalable and affordable means to get in front of people actively seeking topics related to…
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The Importance of Brand in Driving Online Conversions
To be considered, you need to be known. To be chosen, you need to be preferred.
Crafting a distinctive brand is one of the fundamental ways of making a product or service stand out from the…
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Dissecting RankBrain (Part 1): Boosting CTR
Part one of a four-part series detailing the steps you need to take to optimise for RankBrain.
How often do we hear that “SEO is dead”? It seems that after every major algorithm shake-up, hundreds of “SEO…
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How a Toastie Machine Drove 278 Self-Storage Enquiries
No matter how much research you do, sometimes success comes from the most unlikely places.
“Know your audience.” - Marketers Everywhere There’s a lot to be said for audience research and evidence-based content strategies. Data…
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Leveraging Partnerships to Strengthen Backlink Profiles
A modern, strategic approach to link building.
Long gone are the days where webmasters could point links from any domain to their site and see overnight boosts…
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Building Trust Through User Experience
In the Experience age, brands who put users first will inherit the world.
Trust is a commodity in business, or so the saying goes. But if we take that statement at face value,…
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A Day in the Life of a Client Partner
Variety is the spice of life for Sam Edwards, Client Partner at iProspect Melbourne.
Originally from the sunny town of Manchester in the UK, I’ve been in Melbourne for nearly six years now, and…
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Exploring New Dimensions @ SXSW
Buckle up Dorothy, because Kansas is going bye-bye…
“Buckle up Dorothy, because Kansas is going bye-bye…” Leaving Austin, Texas after 10 days immersed in “the future” - or…
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The Transactional to Transformational Shift
A new way of looking at your organisation’s digital readiness.
Electronics retailer JB Hi-Fi had a record financial H1 in 2017, seeing their profits increase 21%. However, just as the…
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A Day in the Life of a Digital Planner
Michael explains how variety is the spice of life, from client work to lunch choices.
No two days in the life of a Digital Planner are the same – not when you’re working across such…
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Who Are You Selling To?
How a consumer-centric approach brings reduced wastage and better ROI.
Fact: “People don’t want to be sold a product, but they do want to buy something.” - Ann Handley, Brand…
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Are You Willing to Bet on a Bot?
5 chatbots that could be a sign of things to come.
Last time you used a livechat window on a website, did you stop to think that “Annie”, your friendly customer…
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Get Under Your Client’s Skin
Tips for agency folk on building better client relationships.
For those of us in the digital space, our current and future outlook depends on how well we can evolve…
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5 Trends that Will Change SEO in 2018
What will it take to stay ahead in organic search?
Google’s search algorithms comprise over 200 different ranking factors, and as any experienced SEO will tell you, achieving sustained results…
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Winning in the Moments that Matter
How to appeal to audiences in a post-funnel world.
If there’s one area of empirical marketing which has captured the imagination of marketers over many decades, it’s the consumer…
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How We Cracked the Code of Content Marketing Measurement
Uncovering the true performance of content marketing.
Is your content marketing as accountable and measurable as your other channels? Is it even possible to know how much…
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Google Shopping Is Increasingly Important for Retailers
New retail listings in search and how Amazon may react.
Ok, so here’s iProspect telling you about a new and different ad product from Google… again. It sounds about as…
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Case Study: Roaring to Social Victory with a Richmond Quiz
How we drove 12,000 Tigers fans to National Storage’s site.
Key stats: 12,500 quiz views 10,300 quiz completions (74% completion rate) 4,100 competition entries (40% conversion rate) Average time on page of 1…
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Are You Driving a Cause with Your Content and Advertising?
Learn how cause-related content can drive engagement.
“As a brand, should I be expressing my viewpoint on certain issues which create divides between consumers?” “Should we say…
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Snickers ‘Hungerithm’
The angrier the Internet, the cheaper your Snickers bar.
Do you fear the wrath of hanger? Well, fear not because the Snickers ‘Hungerithm’ app has arrived to save the…
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Google and the Phantom
If there’s one thing that Google does well, it’s adapting.
Adapting to Quality based Algorithm Updates If there’s one thing that Google does well, it’s adapting. Google is constantly tweaking…
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Brand Safety
Google reinforce their brand safety offering.
In the past, managing brand safety was easier when agencies primarily purchased premium inventory and contextual sites direct from publishers.…
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Optimising Your Site Has Never Been Easier
AB test with ease with Google Optimise and Google Analytics.
A powerful tool that allows for you to test, adapt and personalize your website Last month Google announced that their…
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Voice Search: The Death of the Search Engine
Take a look into how search is changing.
In light of the E-Commerce One to One event held in Monaco at the end of March, Guillaume Bacuvier (Vice-President…
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PayPal: Shop Off The Beaten Path (SOTBP)
Dentsu tackle an amazing brief for an amazing client.
Every year, we buy the same Christmas gifts. Candles, beach towels, socks. Regardless of time or motivation, we struggle to…
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Can You HACK It?
High-pressure innovation from iProspect’s IoT Hackathon team
On the 3rd-4th of June 2017, the inaugural IoT Cup was held in Melbourne. Representing iProspect Melbourne on the Dentsu…
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Digital Transformation at National Storage
What it’s like driving enterprise-wide change from within.
There’s more to the self-storage industry than meets the eye. It’s an industry of contrasts. Equal parts retail and real…
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An SEO Case Study to Smile About
How the fundamentals are sometimes the best fix.
Smile.com.au is a member-based seller of dental plans, allowing Australians to enjoy significant savings when visiting any of their network…
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