Understanding online behaviour key to making the most of digital marketing investment


When trying to understand where to put digital marketing investment and budget, it is crucial to understand which route to market is the most effective for your customer base since you don’t want to be wasting investment on a path your customers don’t often tread.

A new study by TextMaster and Similar Web suggests that when broken down by country direct traffic dominates over other methods of accessing brands such as search, referral or social with direct traffic the...

By Liz Morrell, 13 October 2015, 0 comments. Categories: Branding, Data-driven marketing, Search Marketing, Social Media Marketing.

How harnessing customer data can help you optimise digital commerce performance


Do you know your customers? Do you really know them? Do you know each of them well enough to answer questions about a single shopper’s purchase history, demographics, and preferences? Probably not. But you can know them that well. And it’s likely you already have all the information you need to answer these questions.

The problem is, that information isn’t only in one place where it’s accessible and easy to analyse....

By Robert Brodie, 13 October 2015, 0 comments. Categories: Commerce, Customer Experience, Data Science, Data-driven marketing, E-Commerce.

Cutting to the heart of the chatter: How brands can stand out in social


When it comes to social media, it is of course easy for businesses to use the multiple channels at their disposal for nothing more than pre-scheduled company updates and product offers. Posts of this kind can be dull, repetitive and impersonal, and often get lost amongst the millions of conversations taking place online every day.

Certainly, marketers who are not doing all they can to ‘humanise’ the social experience they provide to customers are missing a trick. Luckily...

By Joel Windels, 12 October 2015, 0 comments. Categories: Branding, Data-driven marketing, Social Media Marketing.

Why marketers need to get more visual in a world of data overload


In a world of data overload, the stress of trying to wade through all the information we are inundated on an everyday basis as consumers can be overwhelming. And it’s a big problem. New research by Esri UK suggests that more than a third of Brits feel stressed daily thanks to the amount of data that they receive.

And much of it is thanks to irrelevant marketing communications and spam email – a cause of stress by data overload for nearly half of all Brits (47%). The study,...

By Liz Morrell, 09 October 2015, 0 comments. Categories: Data Science, Data-driven marketing, Web Analytics.

Technology and automotive firms dominate latest brand rankings


Understanding what makes your brand stand out from the rest is the crucial element of a marketer’s job since they can then exploit those strengths in full. The latest version of the Best Global Brands report from Interbrand therefore provides valuable insight – both into the performance of great brands themselves but also learnings that peers can take from the best too.

The latest version of the report, which identifies and ranks the 100 most valuable brands, shows that

By Liz Morrell, 09 October 2015, 0 comments. Categories: Branding.

Why Social Media Week needs to stop doing social media

Picture credit: Bray Leino

One of the best things I saw during last month’s social extravaganza SMWLDN was ‘A Series of Provocative Statements’ at the National Gallery, hosted by James Whatley of Ogilvy and his ex-client Rebecca Williams (above), one of many valuable sessions hosted outside of the main campus of Victoria House.

The two of them put on a thought-provoking session, cross-talking us through four...

By Paul Trueman, 08 October 2015, 0 comments. Categories: Social Media Marketing.

This micro moment – so different and so new for brands?


Advocated most recently by Google, a 'micro moment' in marketing represents a moment where consumers search 'in the moment' for something top of mind using whatever device is nearest to them. It also represents a serious opportunity for brands. This piece examines what a micro moment is, where brands and companies sit and what action can be taken from here.

If Doc Pomus and Mort Shuman – and of course the Drifters – would have read this article, I would suggest they revise...

By Thaddeus Kubis, 06 October 2015, 0 comments. Categories: Branding, Mobile Marketing.

No longer an optional extra: Why personalisation and context rules the roost


The last 12 months have been incredibly exciting for digital marketers. The majority of marketers are now fully aware of the importance of customer journeys, the possibilities of data insights and the ever growing need for contexualisation and personalisation.

Marketers now recognise the imperative of omnichannel, contextualised communications with their prospects and customers. The more personalised the experience, the happier...

By Jess Stephens, 02 October 2015, 0 comments. Categories: Branding, Mobile Marketing, Personalised Marketing.

Adobe aims to deliver new levels of personalised, data-driven ad buying


Adobe has announced the rollout of what it claims is the industry’s most advanced global programmatic advertising platform for advertisers and media publishers, using Adobe Marketing Cloud solutions.

The solution will, the company claims, deliver new levels of personalised, transparent, data driven and efficient ad buying and delivery.

Using Adobe Media Optimizer advertisers are able to take direct control of automated ad buying for...

By Liz Morrell, 01 October 2015, 0 comments. Categories: Advertising, Advertising Technology, Marketing Cloud, Programmatic.

How programmatic is taking centre stage in digital advertising


It’s only five years since but a quarter of the global advertising ecosystem thought programmatic advertising was of any importance at all. Today it has become a marketing technology that more than a third (37%) believe will be the dominant force in digital advertising in the years to come and a further 55% believe will be very important, with only 8% of people believing programmatic will have only a small role to play in the future.

The figures, from Reaching Full Potential...

By Liz Morrell, 30 September 2015, 0 comments. Categories: Advertising, Personalised Marketing.

The future beacons: Trust and engagement are key for brands


As e-commerce – and the convenience associated with it – continues to grow in popularity, marketers are looking for experiential ways to engage with their customers to further incentivise physical store visits as well as connect the online and offline shopping experience.

Improvements to mobile internet infrastructure and the ubiquity of smartphones have allowed consumers to experience online shopping from not only their laptops and PCs but also now their phones and tablets.

By Jon Buss, 29 September 2015, 0 comments. Categories: Data-driven marketing, Personalised Marketing, Programmatic.

Employees are more social-savvy than we think – but are hindered by bad tools

Picture credit: Flickr/Jason Howie

Getting employees to push company content by sharing it through social media can often be a struggle for marketing departments but new research suggests that employees may actually be more engaged than many assume, although they aren’t necessarily being given the right tools to do so.

A survey by employee advocacy and social selling business Trapit showed that three quarters of respondents appreciated that there was some sort of business benefit to sharing content on...

By Liz Morrell, 28 September 2015, 0 comments. Categories: Content Marketing, Social Media Marketing.

Poor content marketing and one in three customers will move, tech brands warned


The value of good quality content marketing is important in all industries but in the technology industry brands risk more than a third of their customers (34%) switching to a competitor if the content they produce falls in quality.

As well as risking customer migration to competitors such brands would also face brand harm, according to a new study by content marketing platform NewsCred. The study showed that low quality or infrequently published content would prompt more than a...

By Liz Morrell, 25 September 2015, 0 comments. Categories: Branding, Content Marketing, Customer Experience.

How beacons combines experiential and engaging marketing to be a win-win for brands


Beacons present a unique, cheap and simple way to identify a consumer is in a location at a point in time.  This allows promotions and incentives to be targeted not only on customer segment but on location, time and inventory. 

With connected devices becoming increasingly sophisticated, and consumers becoming more empowered, brands must consider how they are going to evolve their promotions and incentives schemes; and include the use of beacon technology; not only to ensure they...

By Paul Brown, 25 September 2015, 0 comments. Categories: Advertising Technology, Branding, Commerce, E-Commerce, Gamification.

Facebook retargeting delivering continued improvement and reduced costs for marketers

(c)iStock.com/Gethin Lane

Three years after retargeting became possible on Facebook Exchange the social media network continues to thrive when it comes to retargeting campaigns, with a 31% increase in average spend per advertising on the channel.

The results come from the analysis by AdRoll of more than 55,000 campaigns, which served 37 billion impressions worldwide between July 1, 2014 to June 30, 2015 in its Facebook by Numbers report.

Spend is largely increasing thanks to the benefits advertisers are...

By Liz Morrell, 24 September 2015, 0 comments. Categories: Advertising, Social Media Marketing.

Case study: LuckyFish Games wins big with Facebook Custom Audience Campaigns


Finding the killer retention marketing channel is the dream of any marketer but last year retention automation platform Optimove claimed it had just done just that after its integration with Facebook Custom Audiences. And results since from a partnership with casino games developer LuckyFish Games shows just how powerful such an alliance can be, the company claims.

By integrating Facebook Custom Audiences Optimove claims LuckyFish games was able to run highly effective player marketing...

By Liz Morrell, 22 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience, Social Media Marketing.

YouTube data addition improves Lithium’s Klout


Lithium Technologies has furthered the reach of its online influence measurement system Klout with the addition of YouTube data to the mix. The move comes a year after Lithium’s purchase of Klout for a reported $200 million.  

The Klout Score system allows individuals and brands to gauge and track their impact on social channels which now includes nine different networks on the system – including Facebook, Twitter, Google+...

By Liz Morrell, 21 September 2015, 0 comments. Categories: Data Science, Data-driven marketing, Social Media Marketing.

Mobile messaging vital for customer engagement and marketing


Mobile messaging still provides one of the most effective channels for marketing compared to email, new research has revealed. As such enterprises are increasingly using mobile messaging in order to improve customer engagement, the study found.

The report, Why Enterprises Use Mobile Messaging, from enterprise mobile engagement specialist OpenMarket, pulls together data from OpenMarket research and independent mobile technology...

By Liz Morrell, 18 September 2015, 0 comments. Categories: Content Marketing, Customer Experience, Email marketing, Mobile Marketing.

Data management platforms becoming marketers' tool of choice


Data management platforms (DMPs) are becoming the marketers’ tool of choice according to new research from Oracle Marketing Cloud and ExchangeWire.

Their study show that DMPs are becoming an essential tool – rather than an early adopter advantage – for marketers who want to better organise, make sense of and activate their data. The research showed that almost three quarters (73%) of those surveyed said that their awareness and knowledge of the benefits of DMPs was...

By Liz Morrell, 17 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Branding, Data-driven marketing.

SAP claims to reinvent CRM with new product portfolio launch

Picture credit: Flickr/Marc Smith

SAP has this week announced plans to unveil a new portfolio of SAP hybris tools that it claims will help businesses transform their customer relationships through simpler and yet more detailed connectivity to the customer.

The first of the trio of new products, SAP hybris Profile Solution, will the company claims, allow all customer interactions, contexts and behaviours to be captured to then create a continually evolving and dynamic profile of the customer that will allow businesses to...

By Liz Morrell, 15 September 2015, 0 comments. Categories: Advertising, CRM, Customer Experience, Data-driven marketing, Marketing Cloud.