CMOs are gearing up to change their digital platforms

The majority of CMOs plan to invest in their digital platforms over the next year, according to new research.

While this may not come as an all-out shock to those in the marketing industry, it's very good news for digital vendors - as a further 20% of CMOs said they want to invest straight away. 

Wordpress hosting provider WP Engine recently quizzed senior marketing decision makers on their pressure points and strategy around digital platforms for the...

By Rachael Power, 02 June 2016, 1 comment. Categories: CRM, Publishing.

HCL Technologies CMO Matt Preschern: On content marketing and keeping the C-suite sweet

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Seth Godin, in his acclaimed 2003 book Purple Cow, succinctly described the biggest issue marketing departments around the world face. If an audience doesn’t have the money to buy what you’re selling, you have no market. If an audience has no time to appreciate your pitch, you’re invisible. And if they do have time but decide they don’t want it, you’re in even more trouble.

The book may be approaching its teenage years, but the situation today is more...

By James Bourne, 18 April 2016, 0 comments. Categories: Content Marketing, Data-driven marketing, Publishing.

NewsCred set for aggressive growth after latest funding

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Content marketing and licensing platform NewsCred is to aggressively scale its UK and European options following its latest funding round.

Led by growth equity investor FTV Capital the latest funding, which totals £26.7 million, adds to a total previous funding to date of £28.6 million. The company provides content marketing and licensing for brands that include Barclays, CapGemin and Pepsi as well as being the content marketing and licensing platform for media agency...

By Liz Morrell, 03 September 2015, 0 comments. Categories: Content Marketing, Publishing.

How brands are having to spend more to secure loyal app users

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Brands are having to up their spend to find loyal users even though app usage continues to increase, suggests the latest figures in the Fiksu Indexes.

The index measures show that in June the cost per loyal user (CPLU) was $3.21 – a rise of 30% on the previous month and 44% year on year.

This coincided with an increase in app downloads of 24% for the previous month according to the Fiksu App Store Competitive Index, which measures the average aggregate daily downloads of the top...

By Liz Morrell, 19 August 2015, 0 comments. Categories: Advertising, Branding, Mobile Marketing, Publishing, Video & Audio Marketing.

Google Play apps win for volume but iOS continues to win for revenue share

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Google Play app downloads have surged ahead of iOS for the second quarter of this year but revenue continues to be dominated by the iOS platform, according to the latest figures from App Annie’s Index Market Q2, 2015.

The report, released this week, shows that Google Play downloads were 85% ahead of iOS for the second quarter of 2015 thanks to the increase in ownership of smartphones in emerging markets such as Brazil, India and Southeast Asian countries including Vietnam and the...

By Liz Morrell, 16 July 2015, 0 comments. Categories: Mobile Marketing, Publishing.

How forensic analysis helps understand why a marketing campaign failed

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Like most I never win every bid I present, but as with baseball if you average a hit one out of each three times you are at bat, that .333 batting average will make you a perennial All-Star. You will be above the rest and yet close enough to the top to still go for the gold.

In the last 18 months a strange phenomenon (for me) has occurred. Many of the integrated marketing programmes that I bid on and did not win have been reassigned to me after the programme was assigned to another...

UK marketers must improve effectiveness of their content marketing

UK marketers rated themselves less effective at content marketing this year versus last year, according to the third annual Trends report from the Content Marketing Institute (CMI), produced in partnership with the UK Direct Marketing Association.

As a result it seems marketers are now more focused on content marketing goals than previously, with marketers setting goals and driving efficiency through the setting of concrete objectives.

Goals have also changed. The trends report showed that the percentage of...

By Liz Morrell, 13 December 2014, 0 comments. Categories: Content Marketing, Publishing, Social Media Marketing.

Native advertising benchmarks shows users consume more on the move

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After serving more than one billion native ads on mobiles for publishers ranging from the Washington Post to Associated Press Polar claims to know a thing or two about native advertising on mobile and has revealed the figures to prove it.

The company has announced a series of 20 benchmarks on native advertising on mobile, as well as the reach of more than three billion when all devices are taken into account, that measure mobile native ads...

EdgeRank costing publishers millions in lost revenue

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Facebook Edgerank, the social network’s ranking algorithm that displays content based on relevancy, is doing more harm than good to online publishers.

After sampling 30 digital publishers, media intelligence company AdClarity determined that these publishers are the victim of a $350 million shortfall in advertising revenue thanks to Facebook’s algorithms.

The figure stems from AdClarity coupling its own publisher data, that revealed their collective revenue was a...

Google Contributor: Biting the advertising hand that feeds?

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Imagine a world wide web without popups, banners, prerolls and takeovers. As a marketer it is a difficult environment to fathom from a monetisation perspective, but it is a concept Google is investigating with the launch of Contributor.

Think the Adblock browser extension with an added revenue-earning element for sites. Google Contributor is an experiment from the search giant where internet users can pay between $1 and $3 a month to browse a site with no Google ads.

Media real...

By Simon Holland, 21 November 2014, 0 comments. Categories: Advertising, Advertising Technology, Publishing.