How marketers should reassess their strategy after the clock change

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While many of us in the UK will be still moaning about the loss of an hour in bed last weekend British Summer Time actually offers a whole host of marketing opportunities that brands should be embracing this week.

That is the conclusion of eBay Enterprise, who says that brands and retailers need to adjust their marketing strategies to take advantage of the change of consumer mood now the clocks have gone forward.

It has identified four key opportunities it believes brands should be...

By Liz Morrell, 01 April 2015, 0 comments. Categories: Advertising, Branding, Campaigns, Customer Experience.

Organisational silos still hamper omnichannel strategies

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Organisational silos – rather than inadequate technology – continue to hamper the dream of an omnichannel presence for many companies according to a new report.

As businesses strive to deliver a seamless customer experience an omnichannel presence is vital – enabling a business to operate across whatever channel the consumer wants to use. And it’s something that’s high on the wish list for most with 79% of senior executives citing improving the customer...

By Liz Morrell, 31 March 2015, 0 comments. Categories: Customer Experience.

Mobile ad spend to overtake desktop by the end of this year

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By the end of this year advertiser spend on mobile ads will have overtaken that of mobile, according to a new report, meaning that advertisers must have a cross channel strategy if they want to ensure their message gets through.

The annual Global Mobile Report from Marin Software says that the continuing rapid adoption of mobile devices, as well as a corresponding surge in mobile ad clicks and conversions means mobile is becoming the channel of choice with the traditional conversion...

By Liz Morrell, 30 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

New tool claims to take Facebook marketing to new heights

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Facebook is becoming a more powerful marketing tool all the time, but a new tool claims to take Facebook marketing to new heights.

Social Ads, from cloud based marketing specialist Emarsys, enables brands to target customers via highly personalised advertisements on the platform – integrating with Facebook’s customer audiences to target individuals via automated advertising campaign.

In a bold claim Emarsys claims the solution allows more accurate targeting than anything...

By Liz Morrell, 27 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

InMobi claims five times increase in monetisation of apps

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Monetising social and messaging apps offers great opportunities to drive revenue and those monetising with InMobi have seen up to a five times increase in monetisation according to the company.

It claims that since its launch of what it claims was the world’s first self-service native ads platform in 2014 it has onboarded a variety of social and messaging apps – one of the fast growing categories on app stores. These already include the likes of Tango,...

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

The five best practice tips for publishers to maximise their mobile ad revenues

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The explosive growth of smartphones over the last few years means we are rapidly approaching the point where mobile will become the dominant channel for accessing digital content. Last year, mobile internet use in the UK overtook desktop and in 2015 mobile searches will supersede traditional desktop and laptop search activity for the first time.

However, despite this dramatic shift to mobile, many publishers continue to regard desktop as the only source of advertising revenues worthy...

By Simon Birkenhead, 26 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Programmatic.

Sony becomes official wearables partner for Tough Mudder 2015

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In an effort to prove the robustness of its Xperia Z3 smartphone and the fitness capabilities of its SmartWear devices Sony has signed up as sponsor of Tough Mudder 2015, the endurance event series in which participants attempt military-style obstacle courses.

Sony will be the official smartphone and wearables provider for the event with the Tough Mudder journey captured and catalogued through the devices over the next few months. Sony will be particularly hoping its claims of boasting...

By Liz Morrell, 25 March 2015, 0 comments. Categories: Branding.

The importance for marketers in recognising mobile app engagement

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In the past, looking at the number of downloads for mobile apps was enough to determine whether an app was successful; however this isn’t the case nowadays, with so many apps available and so many being downloaded, consumers may download apps that they never or seldom use. So the brand and app developers need to know whether its users are fully engaged with the app and the brand. Monitoring key factors such as the number of active users, the number of sessions and the amount of...

By Chris Hill, 24 March 2015, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Analytics to help Pizza Hut earn its crust

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As a business Pizza Hut is going through massive change as the company repositions itself for the future but one of the biggest drivers for change is likely to come from its use of analytics.

The company, which has more than 280 dine-in restaurants across the UK, has partnered with APT (Applied Predictive Technologies) in order to improve data driven decisions across its business – from pricing to capital investment – that will decide the course of the business for the...

By Liz Morrell, 24 March 2015, 1 comment. Categories: Data-driven marketing, Web Analytics.

How wearables will change the mobile marketing landscape

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Opinion While the Apple Watch is dominating the headlines right now, the larger class of wearables are going to trigger widespread shifts in consumer behaviours up and down the customer journey. Their incredibly personal nature, constant connectivity, and new use cases—from opening hotel room doors to buying coffee with a tap—will combine to appeal to a broad audience, beyond the early adopters who will buy Apple Watches in the first few months.

The question for marketers is how...

By Craig Palli, 23 March 2015, 0 comments. Categories: Advertising, Mobile Marketing.

The evolution of social commerce

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 ‘Commerce’ before it was ‘social’?

If you can remember the first retail websites in the mid ‘90s they were pretty boring, nothing more than online versions of printed brochures that took ages to download on your dial-up modem. It wasn’t until companies like Pegasus, eBay and Amazon identified the potential of ecommerce to disintermediate traditional retail, that shopping...

By Gideon Lask, 20 March 2015, 0 comments. Categories: Commerce, Gamification, S-Commerce, Social Media Marketing.

Making progress with understanding the complete customer journey

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Marketers have long struggled with pulling together all the data they need across all the different channels they operate to have a full understanding of their customer journeys but a new solution from Progress claims to overcome such challenges.

The company has launched an update of its Sitefinity platform that has created a Digital Marketing Command Centre that allows marketers to pull together omni-channel data and analyse it in real time and orchestrate customer journeys across...

By Liz Morrell, 19 March 2015, 0 comments. Categories: Customer Experience, Data-driven marketing.

Assessing the state of Twitter on its ninth birthday

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It may be hard to believe but Saturday will see Twitter celebrate its ninth birthday; even though the social networking tool hasn’t yet even hit double digits it has certainly changed how we communicate. The questions is though: has it done enough to change how we market?

From the humble beginnings of March 21 2006 when Twitter made its first tweet the medium has caught on and by November 2008 the billionth tweet had already been shared. Today more than 9,000 tweets are posted every...

By Liz Morrell, 19 March 2015, 0 comments. Categories: Advertising, Social Media Marketing.

Customers more likely to hit delete button than ever

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Marketers who fail to use customer data properly risk finding themselves “at the mercy of the delete button”, according to new survey from the Aimia Institute.

As part of a survey of more than 10,000 consumers in the UK, France, Canada, USA and India the Aimia Institute explored how consumers are coping with the new world of data-centric marketing and how they felt about how and what types of brand communications they were receiving. It showed that consumers were...

By Liz Morrell, 18 March 2015, 0 comments. Categories: Advertising, Customer Experience.

Don’t forget the human element in digital commerce

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Much of the innovation in commerce technology over the better course of the past two decades has been focused on removing “friction” from the buying process. Whether we are talking about online e-commerce, or in-store, etc. – technology has been developed to empower the consumer to make choices and complete purchase activity in an unfettered manner.

As the web, and now mobile, become ubiquitous tools for the everyday buyer – this initial automation phase...

By Martin Schneider, 18 March 2015, 0 comments. Categories: Customer Experience, E-Commerce, M-Commerce.

Marketers drowning in data hampers optimisation of customer experience

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In an increasingly competitive world global marketers almost unanimously agree that the optimisation of customer experiences is key. 96% said that they felt it was important, with 41% claiming that it was a high priority for their business, according to a new study from Ensighten and Econsultancy.

Higher engagement

Its reasons are clear. 94% believe that optimising customer experiences will result in higher engagement and conversion rates whilst two thirds (66%) say it enables better...

By Liz Morrell, 18 March 2015, 0 comments. Categories: Customer Experience, Data Science, Data-driven marketing.

How marketers need to adapt to new customer behaviours with the Apple Watch

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Having been the “invisible” exhibitor at Mobile World Congress against which other manufacturers’ smartwatch announcements were judged, Apple finally spilled the beans on its own wearable, the Apple Watch, at a special event on March 9. Six months after its initial announcement, the fruity firm finally revealed important details such as when the watch will be available to buy and how much it will cost. It is fair to say that it is expected to be yet another smash...

How consumers are increasingly engaging with native advertising

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New research shows that more than half (57%) of under 34s will engage with native ads if the concept appeals to them – regardless of whether that content has been paid for or sponsored. Amongst those aged 18-24 the figure is higher at nearly two-thirds (63%).

Almost a third (32%) cited written feature articles as the type of paid-for online content that they most prefer to consume. This was followed by nearly a quarter (24%) choosing list-based articles and 17% videos. Sponsored...

By Liz Morrell, 17 March 2015, 0 comments. Categories: Advertising, Native Advertising.

Apple dominates ‘most loved brands’ list: Understanding consumer preference

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Enterprise social media analytics provider NetBase has released its Brand Passion report, with Apple taking home four of the top six rankings.

The iPhone finished top of the pile, with Apple itself finishing third, and the iPad and MacBook Air taking positions five and six. Sandwiched between them were Disney (#2) and boutique online retailer Etsy (#4), while rounding out the top 10 were Starbucks, Netflix, Chipotle and McDonald’s.

The methodology in putting this report together was a tad...

By James Bourne, 16 March 2015, 0 comments. Categories: Branding, Customer Experience, Social Media Marketing.