Morris McLane, Author at Morris McLane

30 Jan 2023

Predicting SERP Changes with FBprophet

Predicting SERP Changes with FBprophet FBprophet is a time series forecasting library that is specifically designed for forecasting at scale. Predicting how search engine results pages (SERPs) will change over time can be a challenging task, especially when trying to account for the various factors that can impact a website's ranking on a search engine.…

16 Nov 2022

by Morris McLane

Guiding the conversation: how to manage online reputations

Guiding the conversation: how to manage online reputations How your brand is perceived shapes how it is interacted with, and determines the reception of its endeavours. All efforts flourish or flounder upon a brand’s reputation. It can maximise or minimise the impact of a new product, campaign, or event. How your brand is perceived shapes…

02 Nov 2022

by Morris McLane

How to build a community (and how not to)

How to build a community (and how not to) What’s required of a brand to nurture the growth of a community, and elevate its audience? In our last piece, we discussed the differences between an audience and a community. To summarise, an audience exists separate from the brand. It is impersonal. Sculpted, predicted, analysed, detached.…

25 Aug 2022

Awareness

by Morris McLane

The difference between an audience and a community

The difference between an audience and a community A product needs an audience (it’s not really a product without one). What’s more uncertain, however, is whether products require a community. A product needs an audience (it’s not really a product without one). What’s more uncertain, however, is whether products require a community. And, indeed, whether…

07 Jul 2022

Digital Strategy

by Morris McLane

Three uncommon (but vital) cybersecurity considerations for digital marketers

Three uncommon (but vital) cybersecurity considerations for digital marketers It is known as a pandemic for a reason: cyber warfare is continually evolving, spreading and adapting. In our last piece, we discussed the new cyber pandemic, and why digital marketers need to be paying attention. But while the two key attack vectors are through email…

17 May 2022

Digital Strategy

by Morris McLane

A new cyber pandemic: why it matters for digital marketers

A new cyber pandemic: why it matters for digital marketers The threats we face, like the lives we live, are primarily digital, not physical; we fear hacking, leaking, and other means of infiltration. We fear the anonymous intruder, the pilfered account, the mysterious email – and the sanctity of the server that protects – with…

20 Apr 2022

Reputation Management

by Morris McLane

Does a bad company reputation matter?

Does a bad company reputation matter? We’ve all heard that reputations destroy companies. Word of mouth – that antiquated mechanism for vouching – is resurgent. We’ve all heard that reputations destroy companies. Word of mouth – that antiquated mechanism for vouching – is resurgent. With so much choice, we pick the paths those we trust…

13 Feb 2022

Digital Strategy

by Morris McLane

Three common digital-marketer dilemmas, and how to face them

Three common digital-marketer dilemmas, and how to face them From a high vantage, the nuisance of the year disappears. One statistic isn’t as large as another, or does not meet its pre-year target. Increasingly, digital marketers face targets over which their control can alternatively be absolute, or inexistent. They are left to answer to a…

04 Nov 2021

Digital Strategy

by Morris McLane

Four most common disparities between product and product marketing

Four most common disparities between product and product marketing Product and product marketing walk the same path, but they’re rarely in sync. Product and product marketing walk the same path, but they’re rarely in sync. One strays further ahead, whereas the other lags behind – and the tether between slacks and pulls. When it works,…

22 Jul 2021

Digital Strategy

by Morris McLane

How to create a brand identity that covers multiple products

How to create a brand identity that covers multiple products Most brands start with a single product. Sooner or later, however, and that product is joined by another, and then another. Most brands start with a single product. Sooner or later, however, and that product is joined by another, and then another. Brands evolve as…