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) 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.

Why the future of video marketing is mobile


As audiences have transitioned from traditional media to desktop and now mobile, the concept of premium becomes subjective and more difficult to define, because it ultimately comes down to ability to target and engage with audiences.

There are, of course, attributes that would mark out a publisher’s video inventory as superior. These include the quality of the content, how engaged the audience is with that content, and whether that audience is addressable.

The future of video...

By Stephen Jenkins, 14 September 2015, 0 comments. Categories: Mobile Marketing, Video & Audio Marketing.

The CMO priority list for 2020: Data analytics, content and omnichannel

(c) mahmood

Marketers have revealed their top priorities as they develop their businesses and new strategies over the next five years in a new report launched this week.

The report, “Media2020: Preparing for a Very Different Media Ecosystem, looks at how companies are organising themselves to meet the challenges their businesses and industries faces over the next five years as the media ecosystem continues to change at rapid pace.

The survey, of senior marketing and media decision makers, has been...

By Liz Morrell, 11 September 2015, 0 comments. Categories: Big Data, Content Marketing, Data-driven marketing.

How data-driven advertising is set to become more accurate


Data-driven advertising is set to get more accurate than ever with the launch of a new tool from AdRoll, the company claims.

The new functionality allows brands to target new users from a data pool with similar behavioural patterns to a company’s existing customers. The AdRoll Prospecting platform works by pooling first-party data from more than 300 advertisers who have opted in to the scheme across the UK and Europe. By...

By Liz Morrell, 11 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Experiential marketing: Is it the future or just another almost big thing?


In 2002, Steven Spielberg directed the film Minority Report, based on a short story by Philip K. Dick. The PreCrime captain, played by Tom Cruise, used three psychic sources called “precogs” to predict crime prior to the event occurring and apprehend the potential criminal based on foreknown knowledge.

Advertising and marketing has been searching for a “Minority Report”-esque captain of its own for years. In the past, the discipline has attempted to use scientific...

By Thaddeus Kubis, 10 September 2015, 1 comment. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Instagram gets serious on ads: Best practices and early performance data revealed


In the week that Instagram announced the rollout of ad functionality on its platform across the globe by the end of this month, agile marketing software provider Kenshoo has revealed what it says is best practice about what works on the platform in terms of advertising.

The company has analysed 25 active campaigns managed through its technology on Instagram to provide campaign measurements and learnings that it believes will help advertisers better target campaigns on the platform.

The performance...

By Liz Morrell, 09 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Social Media Marketing.

Retailers expected to spend $2.5 billion on IoT by 2020


While it’s pretty obvious that the Internet of Things (IoT) offers huge opportunities for marketers, new data from Juniper Research suggests that retailers are set to spend around $2.5 billlion on the technology by 2020. The figure would mean a four-fold increase in spend in the technology within five years from this year’s estimated $670 million investment.

Retailers are set to invest in both hardware and installation of IoT enabled technology which can include anything...

By Liz Morrell, 08 September 2015, 0 comments. Categories: Advertising Technology, Data-driven marketing, Mobile Marketing.