Effective use of data still a pipe dream for some businesses

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In the world of marketing data should rule – the likes of Tesco Clubcard for example has been showing us for years what we can learn from customers and how using data correctly can bring huge wins.

And yet a new report from Rosslyn Analytics suggests that many businesses are failing to exploit the opportunities of data, relying instead on gut instinct rather than making informed decisions.

The research, which comprised a survey of 600 UK organisations during January of...

By Liz Morrell, 28 January 2015, 0 comments. Categories: Big Data, Data Science, Data-driven marketing, Web Analytics.

Big-budget Super Bowl advertising worthless without SoMo strategy

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Cloud computing company Salesforce Marketing Cloud has released a series of figures revealing the futility of Super Bowl advertising if marketers choose not to consider how consumers’ social media and mobile usage.

Of the 400 consumers polled by Salesforce, 66% of viewers will use Facebook during the big game, making it the number one Super Bowl social network while Twitter, Instagram and Snapchat follow in close succession.

As for the gender split between the two largest...

By Simon Holland, 29 January 2015, 0 comments. Categories: Mobile Marketing, Social Media Marketing.

Has mobile killed Facebook’s advertising exchange?

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The news today from Facebook, revealing that it is fast becoming a mobile-first platform, goes a long way to explaining the rumours last week that the company is planning to abandon its ad exchange, FBX, just three years after its inception.

David Fischer, Facebook’s Vice-President of Advertising, was quoted this week as saying there are “better ways” to reach the wider Facebook audience than FBX.

At the time, it seemed an astonishing statement, given...

By Simon Birkenhead, 29 January 2015, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Google beats Apple to the crunch with mobile payments launch

When it was revealed a few weeks ago that Apple Pay was on the way to the UK, the market got excited - its rival Google Wallet  after all had not yet made it to UK shores despite launching in the US four years ago.

Yet all that has changed with Google’s revelation that users in the UK can now send money in Gmail – whether recipients – likely to be friends or family – have a Gmail account or not.

The facility allows users to hover over the attachment paperclip and click the £...

By Liz Morrell, 29 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Marketing reimagined: From cost centre to revenue generator

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Perception is everything in marketing and a new study supplies evidence of the tainted view many employees have of their marketing department, however there are visible traces that this stance is weakening.

Forecast and advisory firm the Economist Intelligence Unit, which conducted research on behalf of Marketo, discovered that 68% of marketers believed the rest of their company viewed the marketing department as a cost centre.

Likely fuelled by misinformation, the study reports that...

By Simon Holland, 29 January 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Social Media Marketing.

Media, culture and sport would die without advertising says new study

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Without advertising much of the UK’s media, culture and sport would be unsustainable, according to a new report from Deloitte.

Its analysis, presented in its new report Advertising Pays 3, suggests that people value access to these advertising-funded services at almost £10 billion and that consumers are either not willing or able to meet the full cost of providing such services.

The report says that in the media industry advertising accounts for nearly half...

By Liz Morrell, 28 January 2015, 0 comments. Categories: Advertising.

Search engine marketing growth analysed in Adobe report

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Search engine marketing spend grew 12% globally year on year according to the latest Global Digital Advertising Report from Adobe, which looks at trends for the last quarter of 2014.

In the US overall search advertisement spend rose 5% year on year, while in Europe, although large at 17% year on year, it had actually slowed on the previous quarter. In the UK spend fell by 3%.

The research showed that while overall worldwide spend on Google rose by 8% year on year it was Yahoo!...

By Liz Morrell, 28 January 2015, 0 comments. Categories: Organic Search, Paid Search, Search Marketing.

Marketers risk omni-channel success by overlooking mobile retargeting

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Mobile might be a priority in the social and search marketing channels, but there are still a high proportion of display advertisers choosing to keep it at arm’s length.

In research conducted as part of its State of the Industry: Europe report, AdRoll discovered a 44% demographic of marketers who are still refusing to use retargeted display advertising on mobile.

It is a worrying statistic given the omni-channel opportunities that mobile offers marketers and Michael...

Omni-channel marketing: Where does mobile fit in?

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Omni-channel marketing is the practice of ensuring that the customer experience remains exactly the same whenever and wherever consumers come into contact with a brand, whether on mobile, online, in-store or while looking at a billboard. It aims to ensure a seamless, integrated customer brand experience regardless of channel.

In 2015 mobile will continue to be the fastest growing digital advertising format. In fact, research firm eMarketer last year estimated that spending on...

Travel companies underperforming when it comes to social media

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In a world where we all love to share the joys of our travels and holidays, it would seem that the social media opportunities of the travel industry would be a given.

Yet a new report, launched by Facebook and Deloitte Touch Tohmatsu (Deloitte Global), seems to suggest that the industry is, in reality, failing to realise and exploit the business opportunities the channel offers.

The Digital Channels in Travel report concludes that travel companies must do much more to fully...

By Liz Morrell, 27 January 2015, 0 comments. Categories: Advertising.

Marketing technology industry set for explosive revenue gains

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Companies investing in marketing technology will continue to raise their budgets, with global vendor revenue forecasted to touch $32.2 billion by 2018.

The projections, part of an IDC webinar on the marketing software revolution, reveal a compound annual growth rate (CAGR) of 12.4% and total spend of $130 billion across the five-year stretch between 2014 and 2015.

Customer relationship management software is a sizable growth sector of marketing, with projections from IDC’s...

Brands risk irrelevancy when approaching mobile as second screen

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Companies that focus on customer-centric mobile experiences will outpace those that lead with technology considerations, according to a recent report by Altimeter Group: The Inevitability of a Mobile-Only Customer Experience.

In our research, we found that mobile’s technological implications should remain considerations during the final stages of mobile strategising only, as they represent a means to an end, not the end in and of itself.

When brands lose sight of...

By Jaimy Szymanski, 26 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Why shoppers love personalised marketing

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It was a marketing tactic that when first introduced often freaked internet shoppers out. Although product recommendations still surprise some consumers, most have realised that this is not some big brother happening, but a modern marketing technique that can benefit them.

Evidence of this trend can be found in new research that shows how shoppers are increasingly appreciating it, in the US at least. The survey asked US consumers about their views on personalisation and...

By Liz Morrell, 22 January 2015, 0 comments. Categories: Data Science, Data-driven marketing, Email marketing, Personalised Marketing.

comScore uses Trust Profiles to rally ad industry against bot menace

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Digital measurement firm comScore has taken a step closer to uniting marketers against a common enemy that threatens the advertising industry’s very profitability.

Bots are embroiled in a war with marketers who are buying ads that consumers never get the chance to see because they are instead subjected to fraudulent impressions from these bots, but comScore believes its Trust Profiles hold the answer.

The new solution lets advertisers use comScore’s advertising metrics to view how...

By Simon Holland, 23 January 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic, Video & Audio Marketing.

Omni-channel retailers are losing out to pureplays

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Retailers are failing to deliver on their omni-channel promise and are losing out instead to internet pureplays according to new research from Wipro Digital.

Wipro surveyed 2,023 respondents between January 5 and 8 – split half and half between the UK and the US. The research showed that 71% of customers in the UK said that they did more than half of their 2014 Christmas holiday season shopping online – compared to 45% the year before.

Come the Christmas trading...

By Liz Morrell, 22 January 2015, 0 comments. Categories: Commerce, E-Commerce, M-Commerce, Mobile Marketing.

Do marketers need an automation education?

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Technology is at the heart of everything digital marketing is achieving today, but there are still some subjects that are beyond a subset of marketers.

Automation is one such topic where there is evidence of a knowledge, that is according to research by marketing technology provider Adestra, which revealed more than a quarter of marketers have never heard of marketing automation.

In an era when customer experience is at the heart of everything a marketer does, automation has...

Emojis and video: Does your comms strategy need an overhaul for the mobile consumer?

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The emoji heart was, perhaps not surprisingly, the most used ’word’ of 2014. It is the first time that the Global Language Monitor has awarded the title to a symbol, a significant moment for the English language.

New digital formats continue to change communications; text speak was the first widespread digital vernacular and, although it might be out of fashion now, we still use words derived from that language today. We live in an era of images and video,...

Flipboard launches new Promoted Items function for advertisers

Marketers can finally look to distribute their content more widely on Flipboard after it announced the introduction of a new tool called Promoted Items this week.

From the beginning of February Levi’s and NARS Cosmetics will become two of the first brands to distribute content on Flipboard via the new Promoted Items feed. Such content – which can range from articles, videos, products or photos – will be incorporated into the Flipboard experience but will clearly be signposted as being...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Commerce, Mobile Marketing, S-Commerce, Social Media Marketing.

How marketers need more integrated tools for cross-channel success

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Marketers want to move away from the complex array of tools they currently use to more interoperable tools for improving their deployment of customer engagement data across devices and channels.

The conclusion comes from a study by Winterberry Group and the IAB entitled Marketing Data Technology: Cutting through the complexity. It found that opinion is divided when choosing between suite or best-of-breed solutions and that marketers say neither completely serves their needs of...

Why the relationship between agency and marketer must improve

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Marketers and agencies are struggling to align their aims with each facing frustrations about the other. The conclusions come from the RSW/US 2015 New Year Outlook report, a survey of 123 senior level marketers and 158 marketing agency executives completed last December.

It found that marketers were frustrated by agencies with regards to things such as a lack of innovation, chasing the next shiny object, overemphasising data without understanding it and a lack of value add. There...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Advertising, Branding, Campaigns.