Features

  • WEB USABILITY TEST: Technology events

    This month's test saw web users tasked with booking tickets to a technology event after checking venue and prices. Base One's usability expert, Susanne Wraight and web development director, Paul Hatcher, analyse the users' experiences

  • WEB USABILITY TEST: Business insurance

    Base One's usability expert, Susanne Wraight and web development director, Paul Hatcher, analyse user experience results, where testers were tasked with getting a quote for business insurance from three specialist insurance websites

  • ANALYSIS: A matter of semantics

    B2B marketers might be forgiven for wondering what all the fuss is about regarding Facebook's roll-out of its 'Like' button, but as Andreas Pouros, COO of Greenlight says, it is “web 3.0 in action”. Anna Goldie investigates

  • DIGITAL MARKETING: Tablets – just another pill to swallow?

    What can the iPad offer the B2B sector and what are the benefits of becoming an early-adopter business? By Paul Hatcher, web development director at Base One

  • ANALYSIS: The rise and rise of online video

    With a quarter of top executives preferring video over text, and big improvements in online reporting, video looks set to become the B2B marketing channel of choice. By Anna Goldie

  • DIGITAL MARKETING: Internet Explorer 6 troubles

    Paul Hatcher, web development director at Base One, vents his frustrations with Internet Explorer 6 and says it is costing marketers money

  • SEARCH: Google's new rules for successful SEO

    When Google talks, marketers can do little but sit up and listen, which is why recent changes to the way it performs searches means marketers have to take note. Anna Goldie reports

  • DIGITAL MARKETING: Are directories on the list?

    Are directories still relevant in today's digital world? Brett Mathews examines how one of the oldest B2B channels is evolving

  • SOCIAL MEDIA: Search and social media go hand in hand

    Tom Chapman, social media strategist at Headstream PR, explains why social media should be at the forefront of your mind when optimising your site for search

  • SEARCH: Bid for success

    Now a decade old, pay per click has become a highly sophisticated search marketing tool. Claire Weekes examines its ongoing evolution, and the opportunities this provides B2B brands

  • SOCIAL MEDIA: The power of the podcast

    When podcasting crept into the digital space a few years ago, many predicted that by now it would be in mainstream use by B2B marketers – yet the medium's popularity has been slow to grow. Claire Weekes looks at why now might be the time to reconsider the power of the podcast

  • DIGITAL MARKETING: B2B brands use Web TV to engage audiences

    B2B brands of all sizes and sectors are now using web TV and online video to bring their messages alive and better engage with audiences. But how are they getting these sophisticated and powerful messages in front of the right people? Meg de Jong examines the growing sophistication of channels such as YouTube and techniques such as syndication

  • DIGITAL MARKETING: URLs and .com domains

    Is .com still the holy grail of domain names? Brett Mathews investigates new options for URLs

  • SEARCH MARKETING: Seek and ye shall find

    Craig Lister, search director at paid search specialist agency Jellyfish, offers advice on how to optimise search engine traffic to make the most of cost per acquisition

  • DIGITAL MARKETING: Online engagement

    Paul Hatcher, web development director at Base One, takes a look at strategies that B2B marketers can use for communicating and engaging online

  • DIGITAL MARKETING: Turning on to marketing technology

    Steve Hemsley looks at why technology is becoming increasingly important to B2B marketers and how it is changing the way they operate

  • DIGITAL MARKETING: User-centred design

    Paul Hatcher, web development director at Base One Digital, says user-centred design will be a must-have for all effective B2B websites in the future

  • DIGITAL MASTERCLASS: Semantic technology

    What is semantic technology and what does it mean to B2B marketers? Leighton Morgans, business development director of Eclipse Marketing, reveals all

  • SEARCH MARKETING: Content - the golden key of link building

    Creating links to your website can help it rank higher up the search listings, but Lisa Ditlefsen, head of search at Base One, warns against opting for quantity and argues that content is king

  • SEARCH MARKETING: PPC gravy train comes off the rails

    Google's decision to scrap its Best Practice Funding programme will have significant ramifications for the world of search marketing, says Lisa Ditlefsen, head of search at Base One

  • SEARCH MARKETING: Google's new trade mark policy may affect your brand

    Budgets and brand values may be affected by Google's decision to overhaul its AdWords trade mark policy and all users of trade marks should be wary as this is unchartered territory, says Sean Crotty, an associate specialising in intellectual property and IT law at Weightmans LLP.

  • SEARCH MARKETING: Selling the value of SEO internally

    You may see the value of SEO, but perhaps your superiors do not. Lisa Ditlefsen, head of search at Base One, suggests how to win your boss over critical marketing tool.

  • DIGITAL MARKETING: Google AdWords- relevancy pays off

    Pay-per-click advertising has evolved and businesses are finding they need to do more to optimise campaigns. Lisa Ditlefsen, head of search at Base One, discusses what has changed, what makes PPC advertising effective and how to get the most out of Google AdWords

  • ADVERTISING: Slick pay-per-click

    Using automated search marketing tools are becoming popular amongst marketers looking to get to the top of the rankings. Claire Weekes looks at how they can be best used in B2B

  • DIGITAL MARKETING: How to adopt a digital PR strategy

    Lucy Allen, MD of LBI Netrank, provides the lowdown on utilising PR effectively online

  • SEARCH MARKETING: Outsourcing SEO

    Gearing your website to be search-friendly can seem a daunting task. If in-house SEO isn't an option, where do you go for help and how do you know which agency is best for you? Lisa Ditlefsen, head of search at Base One, offers some practical tips

  • SEARCH MARKETING: The AdWords trademark lift – threat or opportunity?

    Google sent shockwaves across the marketing community last month by opening up restrictions on who can bid for key search terms. Lisa Ditlefsen, head of search at Base One, looks at what it means for B2B companies and what's in it for Google

  • DIGITAL MASTERCLASS: Widgets

    Tom Smith, research manager for EMEA at Universal McCann, discusses widgets and how they can be a useful tool for the B2B marketer

  • SEARCH MARKETING: Universal search

    Google's vertical search tool has revolutionised its results pages, but what impact has it had on organic and pay per click results? Lisa Ditlefsen, head of search at Base One, looks at how search giant Google is set to shape the future of B2B search

  • CUSTOMER INSIGHT: Business lifecycles

    The way a business behaves can vary depending on where it is in its life cycle. Simon Lawrence, CEO of Information Arts, says understanding this is key to effective marketing

  • DIGITAL MARKETING: Website review: Acxiom – not a data innovator

    Richard Bush, MD of Base One, uses the Evaluator and SEO Evaluator tools to test Acxiom's UK site – and finds it hiding in the shadow of its US sister site

  • SEARCH MARKETING: Pay-per-click

    These days it's not only B2C marketers who are enjoying the benefits of PPC, it's also proving its worth in B2B. Alex Blyth reports on why its breakthrough has been a long time coming and its potential for the future

  • DIGITAL MARKETING: Website review: Viadeo – functionality versus personality

    Professional networking site Viadeo faces comparison to LinkedIn as Richard Bush, MD of Base One, uses the Evaluator and SEO Evaluator tools to assess its usability

  • SEARCH MARKETING: Do you need help with SEO?

    Alex Blyth discusses the most common problems marketers face with SEO and considers whether it is best outsourced or managed in-house

  • DIGITAL MARKETING: Podcasting - Listen carefully

    If the mention of RSS and audio broadcasting leaves you blank, fear not – help is at hand. Mark Tobin answers some of the most commonly asked questions about podcasting, insisting it is a widely accessible, user-friendly medium, capable of bringing great benefits

  • DIGITAL MARKETING: Website evaluation: JCB – It ain't heavy

    Richard Bush, MD of Base One Interactive, uses the Evaluator tool and the new SEO Evaluator to assess the website of iconic B2B brand JCB

  • SEARCH MARKETING: Contextual search

    Contrary to popular belief, SEO and pay-per-click are not the only weapons in the search marketer's armoury. Alex Blyth explores the slow rise in popularity of contextual search for B2B marketers

  • DIGITAL MARKETING: Is Web TV the future of IT buying?

    Online video and web TV is having a strong impact on purchasing decisions for ICT buyers, says Stuart Maister, who encourages marketers to get ahead and exploit this emerging channel

  • SEARCH MARKETING: Can search build brands?

    Search marketing is a must-have channel for marketers, being an ideal tool for driving leads and tracking customer preferences online. But it can it be used for more strategic objectives? Alex Blyth makes a case for the importance of search in building today's B2B brands

  • DIGITAL MARKETING: Corporate video - watch and learn

    Marketers may view corporate video as somewhat dated, but it has the potential to generate enormous impacts and strong ROI. Sara Goodwins explains how to utilise this marketing channel and reap the rewards

  • DIGITAL MARKETING: Internet TV

    Television on the Internet is fast-becoming a familiar sight. So what kind of programmes can we expect to see streamed over the web, who is watching them and how are B2B marketers able to take advantage of this developing medium? Lucy Reiter reports

  • SEARCH MARKETING: Click fraud

    The emergence of click fraud is causing mounting concern amongst the business marketing community. But what is the severity of the problem and what measures are being taken to prevent it? Dan Illet reports

  • SEARCH MARKETING: Local search - Close to home

    Search is now an essential component of every company's promotional activity. But for businesses that are looking to trade on a local level, geotargeted search is increasingly becoming an important element of the marketing mix. Dave Howell looks into recent developments in local search technology

  • DIGITAL MARKETING: Affiliate marketing

    Developing strategic partnerships with other companies via an active affiliate campaign can be a lucrative means of expanding your market. But as Dave Howell discovers, this promotional channel is still evolving

  • SEARCH MARKETING: Pay-per-call

    Pay-per-call follows pay-per-click as the newest flavour of search marketing. For businesses looking to capture customers in a local or niche market, it could be the advertising mechanism they have been waiting for. Dave Howell reports

  • SEARCH MARKETING: Seek and you shall find

    Search marketing is popular and is undeniably effective; however, it's not always easy to master. Alex Blyth provides a 10-step guide

  • TECHNOLOGY: Maintaining content management

    In today's competitive market, ensuring website content is up to date could mean the difference between maintaining loyal customers and losing a sale. Content management systems provide the perfect solution. Dave Howell reports

  • SEARCH MARKETING: Understanding the basics

    Search marketing is one of the fastest growing areas of marketing spend, but misunderstanding of the techniques involved remains high. Kate Walsh aims to clear up this confusion

  • DIGITAL MARKETING: Effective websites

    Building and maintaining a B2B website which really adds value to your brand need not be difficult, says Alex Blyth

  • DIGITAL MARKETING: Web analytics - keeping tabs

    Web analytics software is – in theory – the holy grail of marketing, offering the ability to generate unprecedented levels of insight into website visitors. But does it live up to the hype? Ian Sclater investigates

  • SEARCH MARKETING: Searching the horizon

    Search marketing has grown spectacularly in the last 12 months, fuelled by innovation in terms of new solutions and new entrants. But what factors will be influential in the coming year? Joel Harrison investigates

  • SEARCH MARKETING: Sensational search

    It's been a heady year for search: the market grew 57 per cent, pay-per-call launched in the UK and Google was forever making headlines. But challenges still remain for B2B marketers. Alex Blyth reports

  • DIGITAL MARKETING: Becoming webworthy

    A well-designed website provides the tiniest company with the same opportunities as a multinational corporation. This is an SME's carte blanche. Sara Goodwins outlines some basic rules to ensure your site presents the best possible face to the world