Shell has landed the top spot in a survey of the UK’s most digitally connected corporate brands in the FTSE 100. For marketing professionals, Shell’s digital marketing strategy can be used as a benchmark for good practice in the industry, say experts. Other high-scoring brands include Kingfisher, SABMiller, Aviva, and Unilever so observing how they use the various channels for digital marketing will be helpful to marketers.

According to the survey Shell is the most digitally connected when it comes to marketing its brand to consumers. The oil giant scored highly because of its fully optimised mobile site and its “immersive” and “intuitive” YouTube channel. These activities helped put Shell top of communication consultant Radley Yeldar’s analysis of the UK’s biggest companies’ corporate digital strategies.

Shell was also praised for offering timely and regular content, which is both text-based and multimedia across its all its digital channels. Shell was considered to be the only FTSE 100 firm to be using mobile as a customer communications tool.

Richard Coope, Head of Digital at Radley Yeldar said: "We applaud those companies who have dipped a tentative toe in the exciting universe of mobile communications but there is much to be done. Mobile is undoubtedly an area to watch in the future. As more and more time-poor stakeholders want (and need) to connect on the move, businesses will have to respond to the demand. We predict that mobile will shift from being an add-on or after thought within the digital toolkit to becoming an integrated part of a company's communication strategy".
» Read more: Shell leads FTSE 100 in digital marketing

We all begin to feel frustrated when the search for a new job drags on. It’s worth remembering that very few people are successful with every job application they make. The trick for marketing professionals in today’s tough economic climate is to try and learn something from each failed job application, take it on the chin, and move on. Here are five tips on how to stick with it, as you search for your perfect marketing role:

1. Stay positive

It’s vitally important to stay positive, especially when dealing with potential employers. In marketing being a sharp communicator and a quick thinker is expected of you, so don’t make calls or approach influential people at networking events unless you’re certain a positive mindset will come across. Career experts say it helps to build a support network of friends and family you can to talk to, for support and advice. Remember to stay focused on your strengths, not weaknesses. Write an action plan too. By setting some written goals you have a structure to work to. Confidence and enthusiasm helps make a good impression, both in writing and in person.

2. Research target companies

Don’t even think about targeting a company for a marketing job unless you fully understand what they do, what their brand values are and how they operate. When you approach a company to offer your skills and talents in marketing you must prove from day one that you are as good as you claim to be. That means being bright, inventive, knowledgeable about their market and on top of your game. Research will be key so scour the corporate website. What is the company’s mission statement? Do customer testimonials or forums give insights into what they do and how they are viewed by the public? How financially successful do the relevant industry news services say they are?

What is their current marketing strategy and how do you think you could help them reach their brand-building goals. Which channels do they sell through and are they international? Other areas of research not to skimp on are: the competition in the market; their top personnel; their latest product launches or service announcements. If you arrive at an interview with plenty of relevant knowledge and are able to ask the right questions, you will really impress.
» Read more: Five ways to stay motivated during your marketing job search

Here’s a selection of jobs currently live on our site. There are many great opportunities in marketing and PR, so don’t delay, apply today….

Marketing manger – Financial Services

Salary: £50k to £65k

If you have strong management skills, are a self-starter and have experience of working in the business services sector, this could be the role for you. London-based, this marketing manager role is involves delivering a marketing plan in line with the wider business strategy, so you’ll be overseeing online marketing, print, brand campaigns as well as events and third party partnerships. The company also wants their new marketing manager to set-up marketing reporting to provide weekly overviews for the Head of Business and Group management office. In this financial services marketing role it will be necessary to demonstrate experience of social media and new digital trends, and ideally you will have an extrovert personality, be energetic, committed and passionate about the business and this sector. Click here for more information.
» Read more: Get hired today! Latest marketing jobs

With the London 2012 Olympic Games fast approaching ads by Olympic sponsors have been competing for our short attention spans. So which sponsors’ ads have been the most shared?

So far an Adidas film featuring David Beckham is in the lead, despite some tough competition from BMW.

The David Beckham ad, created by agency Sid Lee has inspired nearly 22,000 Facebook shares and has been mentioned in 16 blog posts.

However, three ads by BMW have been included in the top 10 chart.

The three BMW ads have managed a total of 21,355 shares between them, the most shared accounting for more than 18,500 of their all-time total.

Two ads from P&G also made the chart, managing combined total shares of 20,370 - including only one share on a blog post.

The chart, produced in conjunction with Unruly, ranks ads according to the number of times they have been shared on Facebook and on blogs.
» Read more: Most shared Olympic sponsors’ ads

BlowUP media, part of the international Ströer Group and European experts in large-scale outdoor advertising, has recruited Aimee McKay, sales director, a newly created role at the company.

McKay (pictured left) will be London-based with responsibility for leading the UK sales team and driving business across the Giant Poster and Digital Out of Home portfolios. She will report to Dominic Gesua, managing director for blowUP media UK.

blowup media manages approximately 300 locations, giving it the largest network of giant posters in Europe. The company has offices in 12 European towns and cities and is a business partner for advertisers and municipal authorities.

McKay joins the company from Clear Channel Outdoor where she spent 10 years. McKay's role as sales group head, saw her managing sales across Clear Channel's Pinnacle premium format sites as well as their Reach and Digital formats. McKay has also worked as a media consultant at Look Outdoor Limited (now APN) in New Zealand where she worked across their Airport media portfolio.

Dominic Gesua, managing director at blowUP media said: "Aimee's knowledge, passion and wide-ranging experience are an ideal fit for this pivotal role. I look forward to working with her on the sales strategy and continuing the fast pace of growth we are making in the UK."

McKay now completes the newly structured management board at the onset of a new era for blowUP media. Following a new brand identity and website re-launch earlier last month, the company is focusing on its core proposition - helping to build big brands.
» Read more: Marketing movers and shakers

Have you heard of the Great Vowel Shift? It was a monumental phonological development, which took place between the 14th and the 16th centuries and shaped Modern English pronunciation into what it is today.

A similar tectonic transformation is happening now in the world of digital marketing. With the exponential rise of social media channels and online consumer engagement, it is getting increasingly difficult to reach consumers and increase ROI through traditional advertising.

For the full story please visit the Marketing Blogged website.

Photo by Bull3t Hughes

It is the yin and yang of marketing. One of the raging debates in the field is that of the relative importance of the big-ideas creative versus the data analyst and technician. Which is more important? The ideas and content creator, or the supreme analyst of data used to maximise the success of the brand and marketing campaign? It's a tough call. There have been murmurings that the balance of power has changed and shifted in favour of the analyst. Is this the case? And what are the merits of both camps?

It is interesting to read a recent article about the CEO of a technology business that creates products for marketers. In a world where interaction with consumers via the medium of social media is increasingly important, the CEO acknowledged the importance of converting customers by the clever and strategic use of marketing data and the increasingly detailed analysis of online media usage. However, the CEO also pointed out that no matter how clever the analysts' strategies, the customer would always first and foremost be attracted to a company or product by content-led information. There is an emotional connection with a particular brand creates a relationship and this essential element should not be underplayed.

Creating leads and building up a rapport with and the trust of the customer base is one of the first steps in successful marketing. This is at the heart of the creative's approach – they come up with ideas and ways of presenting a brand that will hook an audience. The look and feel of a brand is essential and unless the creative creates this initial buzz or interest, a consumer will be unlikely to be drawn to a company for its services or products. All the data analysts in the world cannot convert leads to sales when there are no leads.

It has also been noted that the changing face of social media in marketing takes account of this emotional or 'creative' pull on a consumer. For instance, studies have reported that a video clip can be more successful in attracting customers with an emotional draw on popular sites such as You Tube. Without an attention-grabbing creative hook, what else will draw the customer in and create leads?

Of course, the creative is not going to single-handedly cater for all aspects of the marketing strategy either. There is a definite need for the data analyst.

It would be naïve to downplay the importance of social media in marketing strategies and this importance grows more significant every day. Marketing through mobile, video and social-network channels is at the heart of many consumer purchasing decisions.

In order to maximise success in selling to this market, it is also essential to have someone on the marketing team with analytical skills who can understand the data to improve the campaign and branding or the initial big idea. A company must be able to assess user-experience research and how to boost conversions to sales. It must understand which KPIs are important and also how to maximise the use of this understanding. The rules of the game need to be understood too. Google has famously updated its algorithm and it is essential that this is taken into account so that high search-engine rankings can be achieved. It's critical that keyword density and other SEO tactics are implemented effectively.

As with much in life, the yin and yang has to work to complement each other. A holistic approach to fulfilling a customer's needs is the only approach that will succeed. However, for the budding marketer who wants to shine brightly, it would be sound advice to try to learn a little about the strategies and interests of both the creative and the analyst to add the most value to your input and ideas in marketing terms.

Photo by Studio Roosegaarde Traboe

When it comes to choosing the right candidate for a marketing position, getting the right mix of technical skills and creativity is a must. Being a marketer can often mean being a jack of all trades, so having a good mix of abilities can be extremely beneficial. There is also the fact that marketing continues to be a profession that is always evolving, with new tools and techniques being used every day. When choosing a candidate, look for someone who is willing to embrace these changes and use them to the company's advantage.

As with most potential employees, your marketing candidate will need to show good interpersonal, organisation and IT skills. Whether you are looking for a lone marketer or a new member of the marketing team, the likelihood is that they will need to work with others on a continuous basis. Good oral and written communication skills are also critical, as your candidate will be representing your company both internally and externally every day. Your potential recruit is likely to not only have to produce creative, exciting copy for your various campaigns and projects, but also be able to write clear, succinct reports in support of their work.

As well as this, your recruit will need to be able to show the ability to work in a team, using networking, influencing and negotiation skills. The job will be to present your business message in the most effective way possible and that will often mean getting buy-in from other teams or getting their involvement in new business projects. Being able to work across departments is therefore very important. Making good links with other professionals, such as journalists from the local press or your own sector can help your business in a great number of ways.
» Read more: New skills to look for in a marketing candidate

7th March 2012, Royal Scots Club, Edinburgh.

Communications planning is a critical part of marketing and when carried out effectively can lead to meeting your organisation's business objectives in a cost effective fashion.

Speaker: Philip Jones has over 25 years' experience in marketing, including a career at Scottish Television. He is a founding member of Spirit Media.

For more information please visit their website.

28th February 2012, Warwick Road, London.

TFM&A - the event for multi-channel marketing - will take place alongside brand new event Direct Marketing Expo, and also see the return of specialist event Online Advertising and Affiliate Expo. Bringing a keynote line-up of the most influential brands and pioneers in marketing today, nine themed seminar theatres, plus 250 leading suppliers of tomorrow's technology, numerous opportunities to network and many interactive and exciting features, it's where 11,000 of your fellow marketers will be gathering.

For more information please visit the TFM&A wesbite