The ‘Dogs of Dell’ was just one of several examples mentioned by digital marketing expert Jo Scott at the latest Mersey Maritime breakfast event.
Jo, who is head of marketing at Peel Ports was the latest speaker at what has become an invaluable monthly event at MM’s Birkenhead HQ in Vanguard Way.
She told the dozens of Mersey Maritime members in attendance that when it comes to digital marketing “content is king… but distribution is queen”.
It is not enough to create great content, she added, you also needed to make the most use of social media channels to disseminate your message.
Jo used the ‘Dogs of Dell” campaign initiated by computer giant Dell which was used to highlight the work carried out by ‘service dogs’ – pooches that provide a range of help to people with disabilities.
It was, she said, a great example of a company engaging with as wider audience as possible by going way beyond simply promoting products and services.
Her top tips for digital marketing, were:
• Keep focused on your goal
• Understand your audience
• Develop engaging content
• Tailor it to the channel
• Curate content
• Show personality and humour
• Encourage participation
The Mersey Maritime networking breakfasts are held at 7.30am on the first Tuesday of every month and also feature updates from chief executive Chris Shirling-Rooke.
Appearing at November’s event will be Giles A Heimann, corporate director of Fleet Personnel and Bernhard of Schulte Shipmanagement who will talk about: “Shipping: the conservative ‘beast’ gains momentum for change”.
Consultant at YBNews
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