Brand loyalty in digital: Lose control, but generate engagement

(c)iStock.com/olm26250

A brand image used to be a thing that advertisers, PR and other marketers created. Think brands in the 80s - Levis, Haagen-Dazs, BT - they all conjure up strong brand images of men in launderettes, couples licking ice cream off each, Maureen Lipman as Beatie - even the music evoked the brand with Heard it Through the Grapevine the anthem of 1980s adland.

With brand image, came brand loyalty and of course, advocacy and sales.  This was a world of one way traffic, brand land created images,...

By Max Eaglen, 06 May 2015, 0 comments. Categories: Branding, Customer Experience, Data-driven marketing.

App Annie’s latest purchase to create most thorough insight into smartphone users yet

(c)iStock.com/SRabin

App Annie has today bought Mobidia in a deal it says will provide the most thorough insight into the two billion smartphone users worldwide yet.

The combination of App Annie’s mobile app intelligence platform and Mobidia’s mobile measurement expertise will allow for the expansion of App Annie’s Usage Intelligence data platform since it will now combine the industry’s two largest datasets into one. Initially launched as a closed beta release in January App Annie has...

By Liz Morrell, 06 May 2015, 0 comments. Categories: Advertising, Mergers and acquisitions.

Christian Aid claims to be launching world’s first interactive television ad

Picture credit: wearechristianaid/YouTube

Charity Christian Aid claims to be launching the world’s first interactive television ad on Friday which will enable viewers to donate immediately via their smartphone.

Launching ahead of Christian Aid week, which begins on Sunday, the advert will encourage viewers to download the PowaTag app to make a one-off donation or sign up as regular donators to the cause.

Prompted by the PowaTag logo on-screen viewers simply activate the app, choose the amount to pay and...

By Liz Morrell, 05 May 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

The videos don't work - they just make email worse

(c)iStock.com/photojournalis

If the vertiginous rise of video-sharing and streaming platforms such as YouTube – which receives more than six billion video views from one billion unique users every month, and which celebrated its tenth birthday in February – and, more recently, six-second viral sensation Vine, has taught us anything, it is that people have a voracious appetite for video. It should be no surprise, then, that more than four out of every five marketers plans to use video in their...

By Luke Griffiths, 05 May 2015, 0 comments. Categories: Video & Audio Marketing.

Brands seeking tailored mobile messaging solutions rather than one size fits all

(c)iStock.com/amriphoto

Brands are increasingly looking for mobile messaging solutions that are tailored to them rather than a one size fits all approach according to new research from OpenMarket and IDC.

The study, Exploring the Impact of Mobile Messaging on Customers, Employees and Operations, suggests that with the greatest benefit of mobile messaging across many industries to be customer experience and employee relations mobile messaging that is tailored to each industry’s specific needs is the most...

By Liz Morrell, 01 May 2015, 0 comments. Categories: Branding, Mobile Marketing.

How Klout is shaping the conversation for brands and consumers to benefit

Picture credit: Flickr/Jason Howie

It’s no secret that brands are having a tough time of it on the social web. They’re not in control of the conversations, they get slammed if they say something, they get slammed if they don’t say something. To top all that, consumers expect a greater level of service from an always-on system. It’s enough to make you hand in your notice and take up lion taming for an easier life.

There are upsides, however. Among the vast swathes of anger and...

By James Bourne, 30 April 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.

New auto playing video technology claims to be shifting advertising

(c)iStock.com/jorgelum

A new advertising format is claiming to have unlocked 100 million mobile users for TV advertisers with a new auto-playing video technology.

Launched by mobile brand advertising company Widespace, StreamView allows video to be automatically played when displayed onscreen and muted as it beings to play in a format that minimises data usage for users. By clicking on the video the user enables the video to play in full format, in high resolution and with audio.

Widespace claims that the new...

By Liz Morrell, 29 April 2015, 0 comments. Categories: Advertising, Video & Audio Marketing.

Internationalisation continues to be key priority for retailers

(c)iStock.com/A-Digit

Internationalisation is a more important priority for retailers than ever, according to ecommerce experts Space 48.

The company’s research amongst its own customer base has shown that one in four (25%) of its customers are now planning international expansion, compared to one in five (20%) two years ago in 2013. 70% of the company’s new business prospects cite global growth in their expansion plans.

The results are supported by a Santander business growth survey which showed...

By Liz Morrell, 28 April 2015, 0 comments. Categories: E-Commerce.

How authentic consumer content helps businesses deliver a highly personalised shopping experience

(c)iStock.com/venimo

With the rise of new technologies and the growth of mobile usage worldwide, today’s consumers have plenty of tools to research a brand and its products and services before making a purchase decision. With increased opportunities to interact and connect, consumers have become more proactive and their expectations for brands to listen to their voice and meet their needs have risen.

At first, this might look like an overwhelming challenge to brands and retailers, but the shift in...

By Prelini Udayan-Chiechi, 28 April 2015, 0 comments. Categories: Branding, M-Commerce, Mobile Marketing.

Why broadcasters must embrace smart advertising technology

(c)iStock.com/snowflock

Broadcasters must embrace new smart advertising technology if they are to remain relevant, according to Dan Wagner, CEO and founder of Powa Technologies.

It’s a market that is ripe for opportunity. Strategy Analytics claims that nearly £8 billion will be spent on digital advertising this year and the UK is also on track to become the first country where spending on digital advertising is set to surpass all other traditional formats.

This means that broadcasters must react...

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

How multi-device campaigns have been proven to be the most effective

(c)iStock.com/pamelamoore

For brand marketers deciding which platform to concentrate their efforts can be a challenge but a new report suggests that cross device brand advertising – focusing on two devices rather than just one – can increase ad awareness by as much as 60%.

The results come from a study by The Association of Online Publishers (AOP) in conjunction with PHD, Manning Gottlieb OMD and Celtra which looked at the impact of cross devices advertising using two recent campaigns from John...

By Liz Morrell, 24 April 2015, 0 comments. Categories: Mobile Marketing.

Big data: A marketer’s best strategy for driving relevant personalised interactions

(c)iStock.com/sorbetto

Even though data is what powers the insights and actions that drive meaningful customer engagement, most marketers don’t understand how to manage – much less capitalise on – their data.

Now along comes big data. We’re not just talking about a lot of data with big data; we’re talking about data in formats like real time click streams, geo data, social conversations, and images that don’t easily fit into traditional data formats.  What are marketers...

By Carol Wolicki, 24 April 2015, 0 comments. Categories: Big Data, Data Science, Data-driven marketing.

Why there's still life in the old email marketing dog yet

(c)iStock.com/TuomasKujansuu

Email marketing is enjoying a resurgence according to a new report from the DMA which says that ROI, delivery rates conversion rates and open and click-through rates all increased in 2014 compared to the year before.  As a result more than half of those surveyed (51%) expect to increase their budgets on email campaigns this year. Only 4% predict their email marketing budgets will decline.  

The results, from DMA’s National Client Email Report, shows that ROI on...

By Liz Morrell, 23 April 2015, 0 comments. Categories: Email marketing.

Lush goes mobile with its first iOS app

Picture credit: Flickr/Mike Mozart

For a brand such as Lush that relies heavily on the look - and more importantly smell - of its products to draw customers in, recreating the brand online and on mobile is a challenge. But the company hopes that the launch of its first mobile experience will be a success.

The company has launched its first mobile app for iOS in conjunction with digital product studio ustwo with a focus on both the company’s full product range and its environmental advocacy work to draw...

By Liz Morrell, 23 April 2015, 0 comments. Categories: Mobile Marketing.

Businesses failing on internal marketing

(Image Credit: iStockPhoto/Maica)

Whilst companies may spend small fortunes on their marketing budgets promoting themselves externally to customers, it seems many are failing to market themselves properly to their own employees.

The results of a new survey from marketing and sales messaging, tools and training company Corporate Visions, showed that 70% of more than 500 B2B marketing and sales professionals polled worldwide do not follow...

By Liz Morrell, 22 April 2015, 0 comments. Categories: Advertising.

Location-based services: How brands walk the fine line between clever and creepy

Picture credit: Flickr/Jose Manuel Rios Valiente

Imagine two people have ordered two products online and they’re being delivered today.  One gets a text from the provider which reads: “Your parcel will be delivered in the next hour. You do not appear to be at your home address. Would you like us to redeliver it or deliver to another address?” The other gets a text which reads: “Your parcel will be delivered in the next hour. We see that you are 15 miles away from your home...

By James Bourne, 17 April 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Mobile Marketing.

From personalisation to contextualisation: Enhancing the customer journey

(c)iStock.com/blackdovfx

It’s official - personalisation matters. The concept of personalisation has reached beyond the digital marketers and into the boardrooms and business functions of many types of organisations across the globe.

Digital personalisation is designed to provide a better customer journey by tailoring content, offers and even the web site experience itself to the needs and interests of the customer. This is done by leveraging both the...

By David Mennie, 17 April 2015, 0 comments. Categories: Customer Experience, Personalised Marketing.

Report reveals how retail is lagging on mobile opt-in rates

(c)iStock.com/Balavan

Retail marketers need to do more to engage their customers in the mobile experience, according to a new report released by Urban Airship. The study, which looks at how consumers engage via mobile and apps, shows that of six industries analysed retail saw the steepest decline with average opt-in rates dropping from 46% to 37% year on year.

The report claims to be the industry’s largest study into notification opt-in rates and spans nearly 3,000 apps and 100 billion push...

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

New partnership promises better understanding of impact of video content

(c)iStock.com/maxphotography

Marketers wanting to understand and measure the value of video content in their marketing programs have a new resource at their disposal thanks to the partnership of cloud services for video provider Brightcove and engagement marketing software and solutions provider Marketo.

Brightcove will initially integrate with Marketo to allow customers to easily track user engagement and performance of video marketing campaigns for enhanced lead scoring, segmentation and content nurturing...

By Liz Morrell, 15 April 2015, 0 comments. Categories: Content Marketing, Video & Audio Marketing.

Coca-Cola takes visitors on new brand journey with site relaunch

(c)iStock.com/LordRunar

Do you remember when company websites were just about the product and the company? Boring, boring, boring. Brands have been on a journey to raise the bar in terms of content onsite and with its launch of Coca Cola Journey this week the fizzy drinks giant may have got there sooner than most.

The company has launched Coca-Cola Journey – what it claims is “a new multimedia platform with a greater focus on storytelling". In truth it is simply a...

By Liz Morrell, 14 April 2015, 0 comments. Categories: Branding, Content Marketing, Customer Experience.