Yahoo report finds content marketing spend set to rise by 186%

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Content marketing spend is set to increase by 186% in 2020 according to a new report, which shows that the predicted spend will be €2.12bn (£1.6bn) across Europe, more than double the €1bn (£700m) projected for 2016.

An increase in the maturity of brand advertising on the internet, alongside decreasing distribution and production costs are helping to drive the rise in spend.

This is helped along as publishers are jumping on content as...

By Rachael Power, 05 May 2016, 0 comments. Categories: Advertising, Content Marketing.

People-based marketing is the strategy of the future, new report claims

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People-based marketing – or addressable media – is the marketing strategy of the future, according to a new report on its use which suggests that it drives strong click through, conversions and ROI.

It also suggests that the strategy is perfect for the challenges of a cross-device world.

The report – People-Based Advertising: Evaluating the impact and future of addressable media - was carried out by Signal and Econsultancy, who surveyed 358 brand marketers and...

By Liz Morrell, 05 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Why consumers block ads – and what we can do about it

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The growth of ad-blocking software on desktop and mobile platforms has become a hot issue in the marketing industry. The popularity of these apps and browser add-ons appears to indicate a growing consumer desire to keep ads off their screens.

However the ad-blocking “epidemic” may be more nuanced than marketer’s realise. There also may be some simple steps marketers can take to counteract the ad blocking trend.

How bad is it?

A recent study of nearly 12,000 consumers from...

By Marie-Louise Dalton, 05 May 2016, 0 comments. Categories: Advertising.

Digital agencies aim to increase martech spend

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Nothing ever stands still in the tech landscape, but marketing tech is seeing some disruption of late, particularly on the agency front.

According to a new report, the "vast majority" of agencies are planning to spend on new software, hardware and staff over the coming year to meet with challenges from clients and new solutions.

Over 300 senior...

By Rachael Power, 04 May 2016, 0 comments. Categories: CRM.

New Ofcom report reveals internet usage habits for the UK

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Mobile devices continue to dominate in terms of media devices used by the public according to a new report from Ofcom, which means that marketers will have to increasingly ensure that their marketing is device optimised.

The study, Adults’ Media Use and Attitudes Report, shows that the number of adults who only use a smartphone or tablet device to go online – rather than a PC or laptop – has grown significantly, up from 6% in 2014 to 16% in 2015. It suggests that...

By Liz Morrell, 04 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Why excellent customer service goes beyond having a ‘fancy app’

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Businesses of all sizes need must have unified, defined customer experience and digital strategies to properly cater for the modern day customer’s needs, according to a recent report from Forrester Consulting.

The paper, commissioned by SugarCRM and Squiz, outlines how digitally mature businesses are succeeding...

By Rachael Power, 04 May 2016, 0 comments. Categories: Best Practice, Customer Experience.

Oracle acquires energy data specialist Opower

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Software giant Oracle has announced it has entered a definitive agreement to acquire Opower, a deal valued at $532m (£361m).

Opower was founded in the US in 2007 and has a UK presence. Utilities company E.ON began using the company to provide a ‘saving energy toolkit’ to customers last year.

The company’s big data tools analyse the behaviour...

By Rachael Power, 03 May 2016, 0 comments. Categories: Big Data, Customer Experience.

Mobile-only native advertising spend triples in size

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The number of native advertising campaigns based on mobile devices has tripled in size, according to a new study by native advertising platform Adyoulike.

It showed that in 2014 mobile-only spend accounted for 10% of spend but the share tripled to 30% in 2015. Mobile-only has stolen share from desktop-only which fell from 40% in 2014 to 15% in 2015. Half of the spend in both 2014 and 2015 covered all devices.

The conclusions come from the analysis of 1.3 billion in-feed native ads...

By Liz Morrell, 29 April 2016, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Mobile programmatic video platform provider raises $4.5m for European expansion

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Mobile programmatic video platform provider TabMo has announced that it has raised $4.5 million in investment from investment specialists Ardian and Generis Capital. The investment will be used to drive growth and expand throughout Europe.

TabMo was founded in France in 2013, opened a UK office last year and a German division this year.

The company offers a propriety technology that includes a demand side platform (DSP) named Hawk, which automates the buying process and provides...

By Liz Morrell, 29 April 2016, 0 comments. Categories: Mobile Marketing, Programmatic.

Why B2B companies need to do more to reap digital rewards

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B2B businesses need to do more to drive up their revenue share from digital, according to a new report from Accenture Interactive. 

The report, which surveyed organisations of more than 1,000 full-time employees to analyse their digital efforts and effectiveness, showed that 40% of B2B businesses earn less than 10% of their sales from digital, a number which is much lower for businesses serving the B2C market. Yet for the same amount more than half of revenue flows through digital...

By Liz Morrell, 28 April 2016, 0 comments. Categories: Branding, Commerce.

eBay Enterprise and Innotrac rebrand as omnichannel platform provider Radial

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eBay Enterprise and Innotrac have rebranded as Radial, a new omnichannel commerce technology and operations provider. The move comes after private equity firm Sterling Partners bought Innotrac Corporation in 2014 and led a consortium of buyers to acquire eBay Enterprise, in November 2015.

Using the Radial global commerce platform as a service retailers are able to manage cost and improve profitability for the entire order lifecycle, claims the company. The technology and operations...

By Liz Morrell, 27 April 2016, 0 comments. Categories: Commerce, Mergers and acquisitions.

Digital spend highest in seven years, argues IAB

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Digital ad spend grew at the fastest rate for seven years with UK digital ad spend up 16.4% to more than £8.6 billion, according to the latest Internet Advertising Bureau UK Digital Adspend report, conducted by PwC.

The rise is the highest since a 17.1% rise in 2008 and follows a 12% increase in the number of internet-enabled devices in each household. The report claims this now stands to 8.3 per household with connected TVs seeing the biggest rise in ownership at 27%. Smartphones...

Meltwater takes aim at making PR more targeted with new database

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Media intelligence agency Meltwater has launched a new Influencer Contacts Database, featuring more than 350,000 international media contacts across 23 countries, 28,000 of whom are based in the UK and Ireland.

The database allows users to search by publication, journalist, channel, job role or keywords and comes as figures from the Office of National Statistics show that the number of PR professionals has risen by nearly 50% in the last two years.

The increase comes as the number of...

By Liz Morrell, 26 April 2016, 0 comments. Categories: Branding, Content Marketing.

New report shows huge increase in social advertising spend

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Social advertising spend is growing rapidly, according to a new report which shows that marketers spent 86% more year on year in the first quarter of 2016. The growth was driven particularly by a 122% rise in mobile ad spend.

An increase in spend on Instagram ads and Facebook Dynamic Product Ads also helped to drive the increase – a trend that goes against the normal seasonal ad buying patterns.

The figures, compiled by Kenshoo, showed that in paid search advertising spend rose 13%...

How Twitter users are becoming excited about the benefits of virtual reality

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It may have seen a false start with the likes of Google Glass but virtual reality is set for a revival if a recent analysis of Twitter conversations about the technology is to be believed.

Between February and April Brandwatch used its platform to track 120,000 tweets over two months about the technology. It found that of these conversations the majority (85%) were positive. Only 16% were negative.

Oculus and its Rift VR headset topped the table as the most mentioned brand and headset...

By Liz Morrell, 22 April 2016, 0 comments. Categories: Social Media Marketing, Wearables.

Why marketers need to up their investment in YouTube for better ROI

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Marketers need to make more use of online video resources such as YouTube, whose ROI is rising compared to TV, according to new research.

In a meta analysis of 56 case studies across eight countries it was found that YouTube delivered a higher return on investment than TV in more than three-quarters (77%) of cases. The research was carried out with a range of partners that included BrandScience, Data2Decisions, GfK, Kantar Worldpanel, MarketingScan and MarketShare.

Lucien van der...

By Liz Morrell, 21 April 2016, 0 comments. Categories: Advertising, Case Studies, Video & Audio Marketing.

Why airlines need to better align their social and word of mouth marketing

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KLM and Ryanair come out top on social media when it comes to engagement rankings for airlines serving the UK, according to a new report. Meanwhile Emirates is one of the most powerful for offline word of mouth conversations.

The rankings, by technology and data company Engagement Labs, showed that KLM topped on both Facebook and Instagram, followed by Ryanair in second place. Meanwhile on Twitter Ryaniar topped, followed by British Airways in second place.

The rankings were...

By Liz Morrell, 20 April 2016, 0 comments. Categories: Branding, Social Media Marketing.

Latest martech launches focus on personalisation and beacons

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Marketing automation specialist Force24 has released two new features to its platform that it claims will allow even more personalised communication with clients’ customers.

The company releases four major updates a year with the two latest features in the first update of 2016 comprising an SMS decision engine and a programmatic integration feature.

The first addition claims to mimic the responses of a human being, managing thousands of concurrent conversations whilst maintaining real life...

By Liz Morrell, 19 April 2016, 0 comments. Categories: Commerce, Data-driven marketing, E-Commerce, Personalised Marketing.

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.