How to measure ROI from multi-channel marketing

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It’s no doubt one of the most used acronyms in the world of marketing – ROI (return on investment).

Understandable, of course. After all, there’s little point undertaking an activity if it doesn’t pay for itself and reap results. It could also be argued that a focus on ROI will become increasingly pressing over the next couple of years, as marketers work to justify their every move in the wake of Brexit uncertainty.

However, measuring ROI isn’t always easy....

By Adam Oldfield, 25 July 2016, 0 comments. Categories: Personalised Marketing, Web Analytics.

How this marketing firm recruits and invests in staff

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Starting with a very small team 12 years ago was a challenge, but looking at how our team has grown not just in size, but in talent, skill and success, I couldn’t be more proud.

My business partner Rhian East and I are looked up to as leaders since the inception of WATERS in 2004. It’s a role we don’t take lightly. We believe in leading by example and are confident this approach has enabled us to build a determined and driven team. As leaders, we are constantly...

By Rachael Wheatley, 25 July 2016, 0 comments. Categories: Best Practice.

Skyscanner launches beacon campaign for new customer acquisitions

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Global travel search company Skyscanner is hoping to acquire new users through the use of beacon technology in a partnership with Proxama.

It’s launched a multi-channel Nearby and Physical Web consumer engagement campaign with the proximity marketing company, in partnership with Airport Media, Primesight and others.

According to Elise Hilditch, Skyscanner’s marketing manager, Skyscanner chose beacon tech as a way to acquire new customers as it seemed like a good way to...

By Rachael Power, 25 July 2016, 0 comments. Categories: Advertising Technology, Personalised Marketing.

Why cross-channel is the future of email marketing

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Customers are engaging with your brand across an increasing number of touchpoints – websites, social media, in-store, mobile and tablets; but regardless of how they engage, they expect a customised, personalised, and consistent experience.

The modern marketer must be able to drive contextually relevant customer experiences to understand a customer’s behaviour across channels and action these immediately. It’s no longer good enough to simply send a one-off message...

By Kym Reynolds, 25 July 2016, 0 comments. Categories: Email marketing.

Content marketing: Some basic tips and advice

Content marketing opens an avenue for brands to reach and engage with their audiences. However, many marketers can get stuck in front of the same audience, which can create stagnant growth and inconsequential leads.

The good news is that expanding your audience isn’t as challenging as it may seem.

With a few simple steps, targeting and connecting with new audiences using insightful and valuable content will result in increased sharing and audience growth.

Create content people want to read and share

If you’re...

By Lauren Smith, 25 July 2016, 0 comments. Categories: Content Marketing.

Get emotional: The new way to understand your consumers

Culture and the way in which we interact with brands is changing: over 71% of consumers now expect to view in-store inventory online.

It is this online evolution and ‘always on’ culture that has been introduced to us through online channels, especially on social media, and now means we want to engage with brands instantly and on a personal level.

For brands that fail to do so, customers will inevitably turn to competitors or damage your reputation. With research revealing that

By Nick Boxall-Hunt, 22 July 2016, 0 comments. Categories: Customer Experience.

Marketing Nuggets: Twitter verification, Google's AMP ads and more

This week's been a scorcher in the UK, and it's not been particularly bad for news, either. Pokémon GO continues to dominate conversation, while Google and Twitter have come out with some useful announcements of their own.

1. All brands can now apply for a verified Twitter account

You heard it, everyone can apply to be verified on Twitter now. Although, you'll have to have a fully-filled in profile and face...

By Rachael Power, 22 July 2016, 0 comments. Categories: Advertising, Social Media Marketing.

DoubleClick launches AMP ads and landing pages

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Google’s DoubleClick has announced accelerated mobile page (AMP) ads and landing pages, in a bid to increase loading times for publishers and advertisers.

According to Paul Muret, VP of display, video ads, and analytics at Google, research shows that the average mobile site takes 19 seconds to load.

This presents a missed opportunity for publishers and Google estimates that mobile sites that launch within five seconds can earn up to 2 x more revenue.

By Rachael Power, 22 July 2016, 1 comment. Categories: Advertising Technology, Mobile Marketing.

How improved data quality management helped Comic Relief boost fundraising campaigns

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The charity sector has been undergoing a public trust crisis in the past few years, with direct fund raising techniques part of the concern. According to the latest figures from the Charity Commission, trust in charities is at its lowest point since the Commission started asking about it back in 2005, with public trust dropping to 5.7 out of 10, down from 6.7 this time last year.

As anyone involved in direct marketing of any description will know, data is the bedrock of a...

By Joe Galsworthy, 22 July 2016, 0 comments. Categories: Big Data, CRM.

Gaming: The next big thing in social media and digital marketing?

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In a world long ago, I designed or assisted in the design of a series of conflict simulation board games—mostly complex, very realistic war games, long before online games were common.

I was very observant, understanding the gamers’ demographics, their needs, habits, desires, the history of the game, and maintaining the needed, correct, realistic history of the event portrayed. 

In the back of my mind, I was always thinking what brand might consider advertising...

By Thaddeus Kubis, 21 July 2016, 0 comments. Categories: Gamification, Social Media Marketing.

Why aren't more brands harnessing small data?

The explosion in eCommerce and digital marketing witnessed in the past decade has had some intriguing consequences for the structure of modern businesses.

For one, web analytics tools have become some kind of holy scripture for marketing, prophesying market trends while denouncing the fake idols of online surveys and consumer focus groups.

Big data is one of the biggest influencers on how companies structure their online content. But a phrase few marketing professionals seem to be discussing could provide an...

By Ben Graham, 21 July 2016, 0 comments. Categories: Big Data, Branding.

PizzaExpress on their latest martech move to improve customer experience

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Pizza is big business in the UK right now. With chains like Domino’s, Pizza Hut and PizzaExpress vying for a slice of the action, it can be tough to differentiate each individual business’ offering.

Of course, the three have their own separate, strong brand identities, but one in particular is busy deploying new technology to drive its customer experience forward.

PizzaExpress has recently deployed new martech solutions through

By Rachael Power, 21 July 2016, 0 comments. Categories: Customer Experience.

Amazon, Wilko and Land Rover top UK customer service index

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Getting customer service right is something of an acquired art in today's day and age; from answering complaints on Twitter in record time to refining the balance between 'the customer is always right' and keeping your staff happy. 

But in strategising, marketers and brands should always look up to the best. 

In this case, it's apparently Amazon.co.uk - just ranked the organisation wtih the highest levels of customer satisfaction in the UK, according to a new index from the...

By Rachael Power, 21 July 2016, 0 comments. Categories: Customer Experience.

Adblocking and publishers: 'Something's gotta give'

According to the latest estimates, 70 million people in the US will use an adblocker in 2016, a 34% increase over 2015.

By 2020, researchers also estimate that websites will lose more than $27 billion in worldwide ad revenue. How would you react if I told you that your business, which earns on average 20 to 40% in revenue after cost of goods sold, lost 23 to 30% of your revenue while your costs remain the same?

That’s the effect of adblockers on ad revenue. This is no joke.

By Mark Bauman, 21 July 2016, 0 comments. Categories: Advertising, Advertising Technology.

How digital marketers can use business intelligence tools

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In 2014, we noticed an increasing amount of time was being spent on data discrepancies. So, we decided to investigate just how much time and money was being wasted by the media department on eliminating manual and/or third party data discrepancies.

We weren’t quite prepared for the results.

The research showed we had an average of ten data reporting errors every week (internal and third party). Each of those errors took on average three hours to locate and fix, costing us more...

By Dave Shiell, 20 July 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Why case study creation shouldn't be a teeth-pulling exercise

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Reviews, evidence, references. People increasingly expect to do business based on trustworthy proof of prior success.

So why do so many professional services organisations and marketers struggle to produce compelling, timely case studies?

It doesn’t matter whether you call them case studies, client stories or credentials, it all looks easy on paper.

In an ideal scenario, you deliver some great work. You write up the challenge, how you solved it and the positive impact that you...

By Sarah Dillingham, 19 July 2016, 0 comments. Categories: Best Practice, Case Studies.

Hootsuite integrates with Dropbox, Google Drive and more

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Social media management platform Hootsuite has integrated Dropbox, Microsoft OneDrive, Box, Google Drive, and other content sources into its publishing platform.

The integration means those who use the service can now access photos, gifs, and other digital assets directly from within Hootsuite.

In addition to cloud services mentioned above, Hootsuite users can access other content sources such as: UpContent, Media Valet, Flashstock and WebDAM.

Users can now add content sources they...

By Rachael Power, 20 July 2016, 0 comments. Categories: Social Media Marketing.

The data and tech that means strategic marketing is ready for launch

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It’s a prospect that has tantalised marketing for a generation: the potential for customer data, intelligence and insight to combine in ways that allow us to predict revenue and growth opportunities.

Now, new advances are enabling marketers to be more strategic than ever before.

The results from our recent survey revealed that over half of B2B marketers believe that making data strategic was a priority for their...

By Vicki Godfrey, 19 July 2016, 0 comments. Categories: Big Data.

All brands can now apply for a verified Twitter account

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It's sometimes hard to believe there are so many advantages associated with a small blue tick next to your Twitter handle. But this tick - hard to come by - is a sign that your tweets are of public interest. 

In other words, it's a signal that others should follow it.

This of course throws up many advantages for brands and marketers alike - people are more likely to see you as authentic, trust your content and engage. That's why the news that Twitter has opened up an online...

By Rachael Power, 20 July 2016, 0 comments. Categories: Social Media Marketing.

Brands, it's time to stop ignoring the mobile payment revolution

Every new stat on mobile adoption should serve as a wake-up call to brands that are still ignoring the growth in mobile transactions, which last year were worth more than £20bn to British retailers.

By 2019, retail mCommerce sales will reach £40bn and represent 43.7% of total retail eCommerce, according to eMarketer.

As it stands, mobile payments make up a third of all UK transactions. The rapid evolution in retail technology has opened the floodgates for...

By Dennis Jones, 19 July 2016, 0 comments. Categories: Branding, M-Commerce.