Brand errors on mobile: How to learn from the millennial experience

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A study from mobile-focused agency Ampersand Mobile has revealed almost half of consumers surveyed have been given a poor mobile experience by brands, with one in three either being irritated or moving elsewhere as a result.

The survey, which polled more than 2,000 UK adults, argues brands should not simply provide a ‘tick box’ approach to mobile, with the need more pressing than ever given the continued proliferation of millennials in the workforce.

To demonstrate this...

By James Bourne, 12 February 2016, 0 comments. Categories: Branding, Customer Experience, Mobile Marketing.

Leading brands in UK e-commerce industry revealed in new report

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What do Amazon, Argos, Boots, House of Fraser, John Lewis, Mothercare and Screwfix all have in common? The group are all elite retailers at the top of their game and leading the UK’s ecommerce and retail industry, according to the results of the second UK Top 500 report from Internet Retailing.

The report, which is sponsored by PFSweb, identified 20 leading retailers in the group that also include Asos, Tesco and Waitrose. The report ranks retailers by their expertise in areas...

By Marketing Tech, 11 February 2016, 0 comments. Categories: Branding, Commerce, E-Commerce.

MediaCom looks towards emotion measurement technology for clients

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Understanding the emotional impact of content is tough – but with emotion one of the strongest forms of engagement is obviously hugely important. The news that MediaCom has entered into a global partnership with Realeyes means that the impact of emotion will be assessed even more fully.

The agency claims to be the first media agency to have entered into this sort of partnership which will see it using the Realeyes platform for all its content testing and media planning to enable it...

By Liz Morrell, 10 February 2016, 0 comments. Categories: Content Marketing.

Good news, bad news: Click through rates on the up – but viewability down

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Advertisers saw increased click-through rates across Google display ads and Facebook News Feed ads in the last quarter of 2015 according to the Q4 2015 Digital Advertising Report from Adobe, while a report from Meetrics argues viewability of ads is down.

The study showed that Google is starting to close the display gap on Facebook. The latter saw CTR up by 36% for display ads compared to the same quarter the year before. Google’s CTRs meanwhile are up 27% year on...

By Liz Morrell, 09 February 2016, 0 comments. Categories: Advertising, Advertising Technology.

IPG Mediabrands acquires Mubaloo for greater mobile marketing experience

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Global media firm IPG Mediabrands has acquired enterprise app development house Mubaloo to improve its mobile experience and bolster its UK presence.

The deal, which has been completed for “around a week or two”, will see Mubaloo housed in IPG’s Ansible mobile agency arm. IPG sees its four main digital service areas as programmatic, search, social, and mobile, and while the agency giant has managed to grow some of these areas organically in its business, it has...

By James Bourne, 08 February 2016, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Why the Super Bowl represents a great example of ‘moment marketing’ for brands

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The Super Bowl just gone may be the biggest and most expensive ever in terms of advertising spend but new research has revealed brands’ plans to “ad-jack” the event, taking advantage of customers second screening during the game.

For the Super Bowl itself, costs are a staggering $5 million per 30 second television advertisement. On average, 87% of consumers second screen whilst watching TV and, whilst this figure may not be as high during the game...

By Liz Morrell, 08 February 2016, 0 comments. Categories: Advertising, Branding, Mobile Marketing.

Why brands are failing to maximise the potential of video for advertising

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Videos will account for half of all internet traffic by 2019 and yet many brands are still not doing enough to maximise their potential as an advertising medium, according to a new report from L2.

This is particularly true in the fashion industry where only a handful of brands take advantage of mobile video advertising opportunities according to L2.

The study showed that video ad spend is predicted to grow by 22% per year over the next five years – particularly on mobile where...

By Liz Morrell, 05 February 2016, 0 comments. Categories: Advertising, Content Marketing, Video & Audio Marketing.

Customer satisfaction is on the increase – but priorities shift

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Blue Monday may have come and gone, but customers are currently at their happiest since this time last year, according to a new report from the Institute of Customer Service. It says that customers are more satisfied than at any point since January 2014.

The results are from the annual UK Customer Satisfaction Index (UKCSI), which is based on the views of 10,000 UK consumers.

Amazon, which was second place last year, now tops the Index with Utility Warehouse – a new entrant to the...

By Liz Morrell, 04 February 2016, 0 comments. Categories: Customer Experience.

Why preparing lasagne is like developing a digital marketing plan

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If you think about it, lasagne is not only a perfect food – well, maybe pizza is better – but also a perfect analogy to assist you in developing a near perfect marketing plan.

Consider the following. When developing your marketing plan, you need to first envision the scope, the universe, the market that supports your goals and objectives. Budget, cost outlay, and market spend must also be serious considerations. Marketing demographics, personas, diversification,...

By Thaddeus Kubis, 03 February 2016, 0 comments. Categories: Best Practice, Customer Experience, Social Media Marketing.

Mobile search victorious in digital for UK retail over Christmas

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Digital prevailed in retail, particularly in the last quarter of 2015, according to the latest figures from the BRC-Google Online Retail Monitor Q4 2015 released earlier this week.

The figures showed that the internet played a pivotal role in driving sales for UK retailers with mobile the key devices in enabling this. Martjin Bertisen, retail director for Google said the dominance of mobile was obvious. “Over half of searches came from mobiles during peak periods and our retailers...

By Liz Morrell, 02 February 2016, 0 comments. Categories: M-Commerce, Mobile Marketing.

Beating the ad blockers: Why education and change is key

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It’s one of the biggest problems facing the digital advertising industry today with nearly one in five (18%) of UK consumers using ad blockers according to the IAB. But are we any nearer to addressing consumers’ preference to install them – or to teach them about why they are a bad thing?  

Data from GlobalWebIndex released this week shows that ad blocking on users’ main computers has seen a 10% rise to 38% in the last quarter of 2015 after previously...

By Liz Morrell, 02 February 2016, 0 comments. Categories: Advertising, Advertising Technology.

The year of video and data: Why mobile video is the route to follow

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In the last few years, when asked to provide predictions for the year ahead, marketers have tended to lazily offer up one word on a consistent basis: mobile.

If you have followed the advertising industry during this time, you would be forgiven for thinking that the past five years were all the ‘year of mobile’. In reality however, aside from all this bluster, mobile has been here to stay for a while. So it’s about time brands consolidated and consider how to really...

By Will Proops, 01 February 2016, 0 comments. Categories: Branding, Mobile Marketing, Video & Audio Marketing.

How concerns over data privacy are stopping half of UK consumers sharing

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Personalised marketing, closer communication and more targeted advertising relies on it; yet a new survey shows that security fears are stopping half of UK consumers sharing the personal data required.

The study, which surveyed more than 2,000 UK adults, found that nearly three quarters of respondents (72%) were concerned about the level of protection given to the information they share and more worryingly more than half (56%) said that they planned to reclaim access to their...

Measuring social: Why your follower count is deceiving you

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You might think you’re a social media guru. Your brand might have even amassed a quarter of a million followers on Twitter. But what is all this worth, if your followers don’t care about what you’re saying?

This is why, and I hate to break it to you, I believe follower counts are a vanity-driven, mostly useless metric.

Many businesses who adopt social media lean towards viewing success on the platforms as a numbers game. I understand this. We’re

By Mark Mars, 29 January 2016, 1 comment. Categories: Branding, Social Media Marketing.

Is the adtech industry facing slowdown or just consolidation?

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The growth of the adtech industry has been huge, but the news that the last quarter of 2015 saw a slowdown in hiring by adtech firms as firms looked to save cash, according to LinkedIn data analysed by Pivotal Data, suggested that growth could be coming to an end in its current form.

The man behind the research, Pivotal Research senior analyst Brian Wieser, admits even he isn’t sure of the reason behind the apparent hiring slowdown, but it seems some sort of change is inevitable...

By Liz Morrell, 28 January 2016, 0 comments. Categories: Advertising, Advertising Technology.

Speeding up the social media evolution for business growth

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Cast your mind back five years ago to when social media was just starting to enter into business vernacular. The idea that social could be used as a tool to speak directly to customers was so new that many marketers just dived right in with a “do first, figure the rest out later” approach.

More often than not, no metrics or KPIs were put in place to measure the impact of social activity. There was just a vague sense from within the business that if everyone else was...

By Fabrice Etienne, 28 January 2016, 0 comments. Categories: Social Media Marketing.

Social advertising rises 50% in final quarter of 2015

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Spend on social advertising rose 50% in the last quarter of 2015 compared to the same period last year as the maturation of the market and its offerings prompted huge growth.

The figures are based on Kenshoo’s analysis of more than 550 billion impressions, 11 billion clicks and $6 billion in advertiser spend made through its Infinity Suite, and show that social ad spend was fuelled by a number of changes in the market. These included the introduction of new ad types such as...

By Liz Morrell, 27 January 2016, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Is a machine-led approach to marketing right for everyone?

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The seemingly simple concept of improving the customer journey is one that’s often enough to strike fear into a marketer’s heart. How do you improve the voyage for a consumer that is often consuming across channels, devices and brands and for whom experience is key?

Getting your messaging and tone right is crucial, but in situations where you are removed from the consumer can be tough. Retailers have long focussed on the importance of improving the consumer journey but in...

By Liz Morrell, 27 January 2016, 0 comments. Categories: Automation, Data-driven marketing, Personalised Marketing.

How big data and personalisation is revolutionising marketing in the airline industry

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Marketers often do not see the value of personalisation. This is probably because this (fairly new) concept has never really been defined. Personalisation is not easy to explain because it's such a broad concept and cannot be confined into one single definition. So let's try a different approach.

If you think of personalisation as a stand-alone recommendation, it's not that powerful. If you think of personalisation as a website visit populated based on your customer’s behaviour,...

Why a great online journey is vital in a world where human contact is rejected

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Buying financial services, utilities, or car insurance can be a complicated task where the assistance of a human is preferred right? Wrong. A new survey shows that when making such purchases only one in five (21%) prefer speaking to a provider in person, rather than doing it themselves online.

The research, by Experian, suggests that the vast majority of customers favour online transactions despite the complexity of the products they are buying. The rate is at its highest in car...

By Liz Morrell, 25 January 2016, 0 comments. Categories: Customer Experience.