Thinking

Google logo with penguin illustration.

Google Penguin 3.0 is rolling out – could you be affected?

On Friday 17th October Google released Penguin 3.0 – the first update in over a year to their algorithm that’s designed to identify link building practices that contravene their Google Webmaster Guidelines. The metrics that Google uses to penalise websites with ‘bad links’ are believed to have changed too – along with the thresholds for which bad links to other sites are tolerated.

Illustration of CMO duties.

How social technology is changing business dynamics

There have been a lot of blogs recently about the impact that change and big data is having on the CXO domain. These blogs have stimulated debate around how technology creates strategic shifts – especially within the Chief Information Officer (CIO) and Chief Marketing Officer (CMO) roles, where one is driven by technology and the other by competitive positioning.

Illustration of ITV logo using Whisper graphics

Bloom and ITV nominated for UK Social Media Award

The data that comes from people who use social media while watching TV holds a lot of value for advertisers. Using our social intelligence tool and some unique measurement techniques, we discovered that – with the right strategy – brands can use ad breaks to increase their return on investment. And our work on this with ITV has seen us nominated for a prestigious award.

Illustration of traditional shop canopy with mouse cursor

Why you should always be creating more customer focused content

If you want to know something, you ask the internet. We get our answers, make decisions and form opinions by discovering things online. Everyone’s doing it, which is why the web has become such an integral part of any business – and it’s never been more important for bosses to think about what content they put on there, and how they do it.

Synonymy

The complexity of saying the same thing, differently

The word has gone. A competitor has used it to good effect, and it’s now our task, as the creative agency, to come up with a new and more effective word for our client. Obviously, it needs to be different, and perform a similar function, but also true. 

Illustration of molecule-style shape and floating dots to represent Big Data.

Big Data, little data – so what?

I’ve read many opinion articles recently about the burgeoning multi-billion dollar market built around so-called Big Data. There’s no doubt that with the advent of social media (and its associated impact on brand perception and performance) the enormous amount of information held in these platforms has contributed to the hype that surrounds the ‘concept’.

Eye illustration with pupil as pie chart showing how viewing time is divided between first and second screens.

What the second screen world looks like

The way we watch TV is changing. Most of us now use a second screen – our mobiles and tablets – to enhance our viewing experience. But how do we divide our time in this multiscreen world? To answer this question a group of people were asked to wear special glasses that could track their eye movements – and the results were fascinating.

Crystal illustration to represent treasure.

Take the fear out of change – embark on a journey of discovery

Change. To some brands it’s an opportunity; to others it’s a threat. Whatever your attitude is to embracing change, it always represents a degree of risk. But embrace it you must, because it never goes away. Change is constant. Change is good.

Alex Craven at work.

Bloom’s Alex Craven a top name in search marketing and SEO

Leading marketing magazine The Drum has included Bloom CEO Alex Craven in their list of 100 most influential people in search marketing and SEO – and now the public will decide who makes their prestigious Top 50.

Silhouettes of TV as screen 1 and tablet or phone as screen 2.

What is the second screen, and what makes it so important?

You may have heard people talking about the second screen, and you may have read bits about it too. Marketers and advertisers are very excited about it, and some companies are investing heavily in it. But what exactly is it? And how can it benefit brands and businesses? Here’s how…

Panda eyes represent the two 'O's in the Google logo.

What does Google’s Panda 4.0 update mean for your website?

Google are at it again! They have begun to roll out the latest algorithm update focussed on the quality of website content. This is, however, not to be confused with Penguin updates, which are focussed on the quality of backlinks to your website.

The Open Data Institute and Bloom logos side by side.

New open data partnership promises exciting future for businesses in Leeds

Leeds has established itself as a leading city in the world of data, and here at Bloom we’re proud to be a part of that culture. Our fascination with data meant that we were only too keen to become a founding partner of the Leeds ‘node’ of the Open Data Institute (ODI), which uses the power of open data to create greater economic, environmental and social value – both locally and globally.

RBS whisper

Should crowd sourcing be the future of banking bonus decisions?

On the day that the RBS group announced losses of £8bn, the news story was always going to make headlines. The announcement was the subject of nearly 20,000 tweets – the majority of which highlighted the bad deal that UK taxpayers got from the bank’s losses.

Hack logo

Is Hack the future of PHP?

The words ‘Hack’ and ‘Facebook’ are not two you’d normally want to hear together, but that’s all about to change.

Illustration: a swarm of ants, but one is a different colour to the rest.

How to stand out in a crowd of clichés

One of the toughest tasks facing any brand at any time is standing out in a crowded marketplace. With so many other competitors offering a similar product or service, the necessity to rise above the noise and get yourself heard has grown stronger than ever. It pays (quite literally) to know what to say and, more crucially, what not to say.

Illustration: an eye inside a speech bubble

Creating power from social media

The corridors of power at major corporates ring with the sound of numbers, as hard data drives strategic, tactical and evidence-based decision making. Even where balanced scorecard approaches are used for business performance management, financial metrics still dominate decision making – albeit heavily influenced by ‘City’ sentiment.

breakfast brand bash logo

Breakfast Brand Bash review: How to be legally social

With more and more businesses operating online – and especially on social media – it’s become more important than ever to know how to be legally social. So we got together with leading law firm Walker Morris to organise our second and most recent Breakfast Brand Bash seminar, where professionals could get advice, answers and best practice from a panel of experts.

bloom integration

Breaking down the silos: Why an integrated agency can offer more

This fast-moving sector is in a constant state of change and to achieve results and be successful agencies must evolve in line with it. The lines between marketing channels are fast becoming so blurred that working in silos is no longer effective. It requires fresh thinking, a flexible approach and agile teams. It demands INTEGRATION.

Overlapping black and white speech bubbles.

Do your company values live in your company language?

Banks and building societies are fairly serious institutions – after all, they’re the ones looking after your precious money. But I’ve noticed that, over the past few years, the tone of the letters they send me is becoming increasingly warm and conversational, like they know me. It’s sort of nice.

Two cartoon images of Alan: one calm, one angry.

Why might UX make Alan angry?

The question was: who was Angry Alan? And why was he so very angry? Personas – the favoured tool of the UX professional for understanding who comes to and uses a website – are a precise thing.

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