Programmatic ad spend close to smashing £1 billion barrier

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Spending on programmatic ads in the UK is getting closer than ever to smashing the £1 billion mark, now accounting for nearly half of all display ads. By 2018 it is estimated that around 70-80% of digital spend will be programmatic.

The Internet Advertising Bureau (IAB) latest Media Owner Sales Techniques studiy shows that of £2.13 billion spent on display ads on both mobile and internet last year 45%, equalling £960 million in total, was traded programmatically. The...

By Liz Morrell, 01 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

This new content marketing tool claims to increase social reach and slash costs

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A new content marketing tool has launched that it is claimed will help advertisers better reach users through social networks and slash campaign costs.

Beamly Booster takes any piece of content – from video to text and images - and through A/B testing claims to deliver campaigns that work better than those on competing platforms. By testing what will work best the company claims the product delivers the highest possible reach at the lowest price delivering a campaign at 1/20 of the...

By Liz Morrell, 01 July 2015, 0 comments. Categories: Content Marketing.

Consumers may be more open to email marketing than we think

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Getting the balance of email marketing right is a constant challenge for marketers who often err on the side of caution since the risk is losing customers by bombarding them too much.

Yet a new report claims to have discovered that consumers are more receptive to email marketing than many believe. The report, from global data solutions provider Return Path, says that highly active users will actually tolerate up to an average of 5 messages a week before the level of complaints offset...

By Liz Morrell, 01 July 2015, 0 comments. Categories: Customer Experience, Email marketing.

The future of marketing analytics: How can brands better understand their customers?

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Today’s tech-savvy consumers demand smarter apps that inform them with helpful information, connect them to tailored offers or experiences (or peers) and ultimately motivate them by using data to drive behaviour - like the best fitness trackers. This means that for marketers, good campaign design increasingly starts with the data, and in the near future will be about the interaction “device” rather than the channel or place.

It also means that despite all the hype around social media and mobile and...

By Allen Bonde, 30 June 2015, 1 comment. Categories: Big Data, Campaigns, Data Science, Data-driven marketing, Web Analytics.

How first-party data is proving a key ingredient in marketing success

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Marketers are increasingly getting better success by embracing first-party data rather than the previous norm of third-party data as they seek to provide more relevant customer experiences powered by insights from their own users.

Results from Econsultancy and real time, cross-channel marketing technology specialist Signal, following a survey of North American marketers found that amongst those who reported the strongest ROI from their data-related investments 81% of those regularly...

By Liz Morrell, 30 June 2015, 0 comments. Categories: Customer Experience, Data-driven marketing.

Getting the right hook: How a golf app developer is using wearables for retargeting

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The American novelist Nicholas Sparks, in Dear John, writes: “No matter where you are in the world, the moon is never bigger than your thumb.” Let’s paraphrase that slightly: no matter where you are in the world, there will be someone, somewhere, writing a piece on wearable technology and how it can be deployed in marketing.

Some companies, however, are ahead of the game. Take Shotzoom. The company, by its own definition, “creates market...

By James Bourne, 29 June 2015, 0 comments. Categories: Case Studies, Mobile Marketing, Search Marketing, Wearables.

How mobile audiences are driving the growth of video

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Mobile audiences are proving to be the most popular for the growth of video consumption and advertising growth, according to new figures.

The Q1 2015 Global Video Index from Telstra subsidiary Ooyala shows that mobile devices made up 42% of all online viewing during the first quarter of this year. Of those views it was smartphones that particularly drove the growth – accounting for four times as many plays than tablets during the period.

The report also showed that TV...

Freemium models and digital services: When do you pull the ladder up?

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If it wasn’t clear enough already, it’s painfully obvious now: if you’re offering a service you expect users to pay for, you need to give them a freemium option to begin with. But you might be losing out if you can't upgrade your freemium base.

Recent research from e-commerce provider Avangate, of 1000 consumers, makes the priorities clear. 97% of users prefer flexible purchasing options when selecting premium online services, while six out of 10 will only subscribe...

By James Bourne, 26 June 2015, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, M-Commerce.

UK and US brands are failing to optimise for mobile, new study finds

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Despite brands’ insistence that they are producing responsive sites that work across platforms, nearly half of UK and US respondees to a new survey said that the mobile websites that they visit regularly are not optimised for mobile devices.

And it seems brands that fail to comply are playing a dangerous game too since more than half of the respondents from the UK (51%) and US (62%) said that they would leave a website if such content wasn’t optimised for their device.

The...

By Liz Morrell, 25 June 2015, 0 comments. Categories: Branding, Mobile Marketing.

Consumers turned off by generic messaging demand greater personalisation of ads

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Consumers increasingly want personalised, less regular but more targeted messaging, according to a new study released this week which says that nearly two thirds (63%) of respondents are annoyed by repeated generic messaging.

The conclusions are drawn from global research of 2,200 consumers by marketing automation platform Marketo which also showed that more than three quarters of respondents (78.6%)  said that they would only interact with a brand’s coupon or offer if it...

By Liz Morrell, 24 June 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Digital might be personalised – but it is not yet socialised

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We are social animals.  In a world where everything is a click away, when day-to-day living, work and even social interaction can be done purely online, many of us still want, and need, to feel the attention of another human being.

There is no ignoring that online retail is part of our lives - a recent IMRG Capgemini e-Retail Sales Index claimed that online sales grew by 16% to £ 91bn in 2013, accounting for 21% of the total retail market, with Christmas sales rising to...

By Max Eaglen, 23 June 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.

Why your static display is getting left behind compared to swipe ads

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Swipe mobile ads increase consumer engagement, according to a new study from mobile advertising agency Widespace, which shows that nearly a third (28%) more users remember a brand ad if it is a swipe compared to a static solution.

The company’s data also shows an increase in relevance of swipe ads of up to 100% when compared to static ads where brands are unable to read as much data about the user’s preferences. It was also found that users are 4.5 times more likely to seek...

By Liz Morrell, 22 June 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Salesforce launches next generation Marketing Cloud

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Marketing vendor Salesforce has launched the next generation version of its Marketing Cloud giving marketers the ability to now create any journey possible, according to the company.

The business has unveiled a number of enhancements to the platform. These include enhancements to its Journey Builder functionality which it says no allows companies to have one place to map and optimise journeys across sales, service, marketing, customer apps and more.

The company has also enhanced its...

By Liz Morrell, 22 June 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Marketing Cloud.

Maplin introduces expert rating and reviews online

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Extending upon its Ask Maplin brand marketing campaign that focused on encouraging customers to engage more with staff, in-store electronics retailers Maplin has launched an enhanced product ratings and reviews feature online.

Using the Bazaarvoice platform, customers are able to ask questions and read expert advice online as well as posting their own product reviews and review the opinions of other customers too, replicating the advice push of stores online too.

The new solution has...

By Liz Morrell, 19 June 2015, 0 comments. Categories: Campaigns, Commerce, Customer Experience.

It’s sweet Dreams as bed specialist aims to enhance e-commerce site

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Bed specialist Dreams has recruited multi-channel retail consultancy Practicology to analyse performance and enhance usability of its e-commerce site in a major website conversion rate optimisation (CRO) project.

Practicology will improve the site usability by using a mix of data on current usage patterns alongside best practice customer experience principles. Any recommendations made as a result of the project will then be tested before being rolled out on the retailer’s...

By Liz Morrell, 19 June 2015, 0 comments. Categories: Commerce, E-Commerce.

Consumers are worth £7 a minute to advertisers, new study finds

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Consumers believe their time is worth £7 a minute to advertisers, according to a new study of mobile advertising. The study, which revealed attitudes to mobile ads in France, Germany, UK and US, suggested that mobile consumers said that engaging with one minute of advertising on mobile devices was equivalent to £6.80 per consumer for advertisers. The value exchange figure was the result of a poll of 4,000 consumers across the four countries, conducted by Opinium...

By Liz Morrell, 18 June 2015, 0 comments. Categories: Advertising, Best Practice.

Dynatrace and Keynote merger creates world’s largest digital performance company

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Digital performance software specialist Dynatrace is merging with Keynote to become what it claims will be the world’s most advanced user experience and behaviour monitoring business.

The deal will mean that Keynote customers will gain immediate access to Dynatrace cloud innovations such as Real User Experience Management as-a-Service, advanced third party analytics and PurePath technology, whilst Dynatrace customers will gain immediate access to Keynote’s exclusive Insights...

By Liz Morrell, 17 June 2015, 0 comments. Categories: Customer Experience, Mobile Marketing.

The C-suite shuffle: Building a leadership team in a digital age

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Forward-thinking organisations have spent the past few years lobbying and recruiting for new leadership positions which will help their businesses thrive in the digital age. Now, the chief data officer, the chief innovation officer and chief digital officer can all have a place at the boardroom table. But what do they all do? Are expectations the same across all businesses? And does your organisation need them?

In March, the UK government appointed its first chief data officer, giving further...

By James Brayshaw, 16 June 2015, 0 comments. Categories: Best Practice, Commerce, Data-driven marketing.

We all know e-commerce, but why are businesses not pushing for ‘me-commerce’?

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“I didn’t give you my data to make it your data. I gave you my data to make my experience better and I expect a value exchange.” - Rick Chavez , Chief Solutions Officer, Microsoft

As the world has gone digital, consumers have become empowered by an increasing choice of products, services and channels in which to carry out everyday tasks like shopping and banking. With the explosion of connected devices as the Internet of Things, we can expect even...

By Stephen Kennedy, 16 June 2015, 0 comments. Categories: Commerce, Data-driven marketing, E-Commerce, Personalised Marketing.

A brief history: The rise of wearable technology in marketing

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The marketing industry already has a lot to contend with in terms of rapid changes. One particular area that’s growing in popularity at a tremendous rate is the wearable technology market. That market is already worth billions, and a study from Juniper Research predicts that spending on wearables...

By Rick Delgado, 15 June 2015, 0 comments. Categories: Commerce, Customer Experience, M-Commerce, Wearables.