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, 0 comments. 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

(c)Hootsuite

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.

Why you should be protecting your brand online

In today’s online world, it’s no longer enough for an ambitious brand to just have an attractive shopfront on the high street and a recognisable logo.

While they are important, the growth of the internet means that the whole world is now your potential customer base, so it’s important to give extra thought to how you market your business online.

However, with the internet being such a crowded space, there are a number of things you need to consider to minimise the chance of your...

By Nick Wenban-Smith, 19 July 2016, 0 comments. Categories: Best Practice, Branding.

UK best in Europe at driving traffic through social engagement, Adobe report says

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The social media sphere is more crowded than ever, and as legacy products become more sophisticated, marketers are experimenting with an increasing number of platforms.

But there’s not just an increase in the number of platforms on the market; according to new research by Adobe - there's the engagement to match.

Based on Adobe...

By Rachael Power, 19 July 2016, 0 comments. Categories: Big Data, Web Analytics.

Why publishers really need to do something about adblocking

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The free internet is at risk. This may sound alarmist, but it isn't. If publishers worldwide don't take more aggressive action against ad blockers, a recent research report from Adobe states they will lose $35bn (£26bn) by 2020.

eMarketer recently forecast that approximately one in four US internet users—70 million people—will install an ad blocker on a desktop or smartphone by the end of 2016, and that US...

By Michael Korsunsky, 18 July 2016, 2 comments. Categories: Advertising, Advertising Technology.

Why Pokémon GO is fertile ground for marketers and brands

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Gen Yers may have swapped playgrounds for office spaces and Gameboys for smartphones, but since the launch of Pokémon GO, you’d be forgiven for thinking we’d fallen into a timewarp back to the mid-’90s.

The game – which uses GPS to transform landmarks in a player’s locale into gyms and Pokéstops, and AR to fuse physical and virtual worlds...

By Lore Oxford, 19 July 2016, 0 comments. Categories: Branding.

How to connect audience planning and audience buying

(c)iStock/Predrag Vuckovic

Marketers have access to more information about their customers than ever before, but generating usable insights from those mountains of data and launching campaigns quickly remains a major challenge.

Why? Many organisations still struggle to bridge the gap between their customer insights - audience data, market research and intelligence -- and marketing execution, which is look-alike modelling, targeting and advertising.

Audience data often becomes muddied as it’s passed...

By Marie-Louise Dalton, 18 July 2016, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

eCommerce giant Amazon tops consumer favourite retail brand list

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Only three eCommerce brands have featured in a list of 20 top brands in a recent customer engagement report by the Direct Marketing Association (DMA).

The research delved into the relationships customers have with retail brands, but while only three eCommerce names appeared on the list, Amazon topped the list with one in four consumers saying it was their favourite.

1,000 consumers were asked to name their favourite retail brand and were...

By Rachael Power, 18 July 2016, 0 comments. Categories: Branding, Customer Experience.