Category Archives: Digital Marketing

What’s in a Game?

By Kelly Gerrish

Convincing employees to take time out of their already packed day to develop themselves and their skills is a big ask. There are already too few hours in the day – how can they add training into the mix without their work taking a hit?

Gamification is rapidly gaining acceptance in e-learning. In fact, many organisations now consider it a primary vehicle for training and learning development. But what is gamification?

It’s all about using game-based mechanics to engage, motivate, solve problems and promote learning. Gamification as a concept is far from new – a board game was used to teach war strategy as far back as the seventh century. Companies have been using gamification for a long time – airline frequent flyer programs and supermarket loyalty clubs are just two examples.

So why is gamification becoming such a buzzword now if it isn’t new? Long-standing marketing techniques are failing to make an impact as people seek more engagement and reward from learning. Gamification helps to make things engaging enough that people will pay attention and stay focused on them for a longer period of time. Add in the promise of status and rewarding achievement, and you’re onto a winner.

Many studies show that well-designed games lead to a better learning experience than standard training. Time, rules, goals, levels, reward, feedback, storytelling, competition, engagement and aesthetics are all important game components to consider. Don’t use them all – find the best fit for your e-learning challenge. But remember your audience. A story-based game with levels and a reward system may be perfect for new recruits, but managers may appreciate competition and rich engagement.

Anybody can take a subject, write a bit about it and call it ‘training’, but not everybody has the engagement know-how to take it to the next level. At right on the line, we can help you craft gamified e-learning that really packs a punch. Get in touch today to discuss your learning and development needs.

Building Customer Loyalty at Christmas

By Kelly Gerrish

When it comes to Christmas marketing ideas, a lot of businesses think short-term. While discounting products to boost sales may increase revenue initially, it doesn’t create long-term loyalty.

Executed the right way, Christmas marketing can build customer loyalty that will far outlast the leftover turkey and put your business top of the tree for the New Year.

Tell me what you want, what you really, really want

A key principle of marketing is giving your customers what they really want. One company who took this literally is Canadian airline WestJet in 2013. The result is a heartwarming viral campaign that will bring a smile (and possibly even a tear) to the Scroogiest of us all.

Before boarding their plane, passengers were asked by Santa what they wanted for Christmas. Requests ranged from the traditional socks and a warm scarf, to a tablet and a big screen TV. The passengers were then greeted at their destination by their wrapped and individually labelled presents on the luggage belt.

Unsurprisingly, the customers were blown away! WestJet’s video of the stunt went viral, garnering 43 million views on YouTube. Not bad for a company with only 3,700 YouTube subscribers at the time.

The best thing about it is not the company giving away free presents. It’s WestJet recognising and rewarding their most valuable asset: the customers. And the next time those passengers needed to travel, you can bet that WestJet were top of their minds.

Move Over Black Friday, Cyber Monday is Here

By Kelly Gerrish

Whether you’re looking to check off gifts for those on your Christmas list or score some new technology for yourself at a serious discount, Black Friday and Cyber Monday are the retail holidays for you.

Nowadays it’s difficult to tell when Black Friday ends and Cyber Monday begins. But it’s not that important to differentiate among them anyway. Now that practically everything is offered online, is there really a reason to brave the cold and the flying elbows?

It was a black Friday for the UK high street, as the predicted repeat of last year’s in-store chaos failed to materialise. Instead a change in consumer buying behaviour saw shoppers flock online for their shopping. Discounts of up to 60% resulted in the UK’s first £1 billion day online, with Amazon reporting a record 86 sales per second.

The added benefit of Cyber Monday being payday for many leaves them poised to splash the cash now rather than on Friday. Indeed, Cyber Monday sales are expected to bring in another £943m, up 31% from last year.


For some, Cyber Monday offers the exact same benefits as Black Friday – without the hassle. The increase in mobile devices means price comparison has never been easier, with other retailers just a click away. Surely it’s worth opting for the comfy sofa instead of the crowded shopping centre where you can’t even get a parking space…

5 Tips for an Effective Call to Action

By Kelly Gerrish

Every email or website needs a call to action. Without one, you leave your recipients or visitors hanging. But some companies overlook them because they don’t realise the importance.

Put simply, a call to action (or CTA) is a line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action.” It could be a banner, a button, a box or simply a line of bold text.


So how do you create an effective call to action that yields results? There isn’t a one-size-fits-all button that you can paste into every communication. Every email or website is unique and their call to action should be too. But all successful CTAs share several common elements.

Check out our handy checklist below:

1. Clear and concise
An ideal CTA should be short and sweet, between two and five words. Just include the basics of what you want people to do – now isn’t the time to demonstrate your poetry skills. People should know exactly what they’ll get in return for their click so make sure your value proposition is clear.

2. Think urgent
What do you want the reader to do? Whatever the desired action, create a sense of urgency by using relevant language. Want them to make a purchase? ‘Buy Now.’ Want people to download a document? ‘Download your free whitepaper today.’ Avoid fluffy language – think actionable verbs to catch people’s attention.

3. Above the fold
The placement of your CTA is important to capture as many clicks as possible. Your recipients or visitors may not read your entire copy, so include your CTA ‘above the fold’ – that is, in the content visible without needing to scroll.

4. Eye-catching design
Design your content so your CTA really stands out. A brightly coloured button or box highlights the urgency and commands more attention than a normal line of text.

5. Make it easy
People are forced to make decisions all day long. Help your customers out by including one CTA per email or webpage. Make it blatantly obvious so they know exactly what you want them to do.

If you really sell the benefits of your product or service, your customer will have no choice but to ‘Act Now’.

There’s No Place Like Home

By Kelly Gerrish

Your website homepage is a great way to make a lasting first impression – like a virtual front door to your business. Here’s a breakdown of the vital elements to include to help roll out the welcome mat.


Visitors should know where they are and what they can do within five seconds of landing on your homepage. A short and to the point headline in the top left of the page will help visitors understand where they are.

Highlight your value and what makes you unique in a short description of what you offer. Make it accessible – avoid technical jargon and industry terms.

Call to Action
Don’t assume visitors will automatically know what to do. Use actionable verbs to clearly spell out the route you want them to take so you don’t lose their attention by forcing them to think too hard.

Focus on the benefits, not the features. Tell your visitors what’s in it for them by addressing common challenges and showing how your product solves them.

Real life quotes from current customers add credibility to your claims. Online reviews and social media comments all prove that real people like you and use your products.

Make the navigation clean and simple to give returning visitors a clear path through the rest of the site. Make it easy for people to contact you by including a link in your menu.

Now you’ve welcomed visitors into your home(page), don’t forget to put the kettle on.

The Power of Video

By Kelly Gerrish

Everyone loves a good story. Here at right on the line, we can help find yours and bring it to life through creative and innovative videos. We can help with every step of the process from scriptwriting and storyboarding, to filming and production. We are experienced in everything from motion graphics to live action and talking heads, whiteboarding to 3D animation.

Why should you care about video? For one, it’s more persuasive – 80% of people are more likely to act after watching a video than reading an email. This makes video the perfect media for your difficult to digest training content. Secondly, content with visuals gets 94% more total views and is more likely to be shared on social media. So why not give your customers something really engaging and reap the benefits?

According to Cisco, future trends predict 90% of all Internet traffic will be video. If you’re not getting involved, you could be left behind…

Don’t take our word for it. Check out our showreel for a flavour of what we can do, and get in touch to bring your story to life.