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BBC appoints Virgin Media's top marketer Kerris Bright as first chief customer officer

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Virgin Media's chief marketing officer, Kerris Bright, is to exit the brand after three years in the role to join the BBC as its first chief customer officer.

Reporting to the broadcaster's deputy director general, Anne Bullford, Bright will be tasked with helping the BBC double down on personalisation and communication with its audiences; including licence fee payers and those signing in to digital services like iPlayer.

The BBC’s existing marketing and audiences division, as well as its licence fee Unit will report into the newly-created role and "form a new customer relationship management function," according to the BBC.

Having held several senior marketing and general management roles at Unilever over a decade-long period, and headed up global marketing for British Airways, Bright has led a number of big British-founded brands through periods of transformation.

She has spearheaded some of Virgin Media's most memorable campaigns, with longstanding ambassador Usian Bolt continuing to collaborate with the brand throughout her tenure.

BBC director-general ,Tony Hall, said: “Across the BBC we’re working hard to reinvent the organisation for a new generation. Making sure the BBC of the future is uniquely tailored to everyone, and available when and where audiences want it – will be critical to our success.

"We’re making good progress with over 12 million people already signed in use the BBC iPlayer, but I want us to step up our efforts on personalisation in the months ahead. Kerris’s appointment will help us be even more ambitious in this area.”

A Virgin Media spokesperson told The Drum that a search for Bright's successor was "well underway" and that an announcement would be made in due course.

Commenting on her appointment Bright said: “The opportunity to play a role in creating the next chapter of the BBC’s story was irresistible. In pursuing this goal, I have one very simple governing idea: putting the customer at the heart of what we do will be central to the BBC’s long term vitality and success.”

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Ask the SMXpert — Page speed, site migrations and crawling

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The Ask an SMXpert series continues the Q&A segment held during sessions at SMX Advanced 2018 in Seattle.

Today’s Q&A is from the Advanced Technical SEO: Page Speed, Site Migrations and Crawling session featuring Melody Petulla and Brian Ussery.

Session overview

Technical SEO has always been a critical component of search marketing; it is one of the foundations of ranking success.

In this session, our experts dove into tactics for optimizing crawl budget, fine-tuning page speed and how to execute on large-scale error-free site migrations. They covered:

  • An in-depth understanding of the factors that impact what, when and how much of your site content search engines will crawl.
  • Tips and tricks on how best to maximize your site’s “crawl budget” to ensure your most important content remains forever accessible.

Melody Petulla, Merkle

Question: Do you recommend 301 redirecting image URLs when changing domains?

Want to learn more? Our ever-growing library of SMXpert articles offers an in-depth look at tips, tactics and strategies from our SMXperts. Check it out!

[Read the full article on Search Engine Land.]

The post Ask the SMXpert — Page speed, site migrations and crawling appeared first on Marketing Land.

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How to choose the best content format for link building

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One of my previous posts talked about how different elements can affect the success of your link-building campaign; I only touched on the subject of content formatting. So today, I want to go into more detail on the common types of content formats used in link building and look at the pros and cons of each one.

There are more formats than I’ll cover here, but these are the formats we use, that cover the most executions and that we have comparison data on.

The above shows that on average, an interactive format (orange) gets more coverage and links than the other forms. This is interesting and of course will be different for all agencies and teams, but this is what our own data shows us.

In this article, I’m going to talk about the top four formats:

  • Interactive.
  • Statics.
  • GIF.
  • Long-form content.

Let’s dive into each one.

[Read the full article on Search Engine Land.]

The post How to choose the best content format for link building appeared first on Marketing Land.

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Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more appeared first on Marketing Land.

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