Exploring the Coca-Cola brand – and why it continues to be irreplaceable for consumers

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Coca-Cola is undoubtedly one of the world’s most valuable brands. Even if it isn’t the most valuable anymore – its 13 year stretch at the top of Interbrand’s list was broken by Apple in 2013 – the brand continues to carry tremendous weight, as new research from market research insight provider Instantly reveals.

According to the figures, almost half (48%) of UK...

By James Bourne, 18 August 2015, 1 comment. Categories: Branding, Campaigns, Case Studies.

Power to the people: The need for the human touch in omni-channel

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I recently heard Elon Musk, CEO and CTO of SpaceX and chief product architect of Tesla Motors, talk about technological advancements in the motor industry that will soon see the rise of driverless cars and the likely demise of humans behind the wheel. Although no one can deny the intelligence behind the technology, it sparked a question for me: how far will the future generation control their own destiny?

We have entered a world where our fridge will be able to order our milk...

By Max Eaglen, 07 July 2015, 0 comments. Categories: Campaigns, Customer Experience, Data-driven marketing.

How Twitter and Facebook users react to social posts by country and by day

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A new research study from Lithium Technologies and Klout reveals Twitter is the key platform for quick audience engagement, with reaction times differing greatly by continent.

Jeremy Waite, now head of digital strategy EMEA at Salesforce Marketing Cloud, famously said in his ‘80 Rules of Social Media’ that the average half life of a tweet was between six and seven minutes. Given this was put up more...

By James Bourne, 06 July 2015, 0 comments. Categories: Campaigns, Social Media 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.

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.

Marketers' colleagues lack faith in their ability to lead digital communications

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When it comes to dictating a digital communications strategy less than a quarter (23%) of staff say that it’s a role that should be led by the marketing department – as opposed to 88% of marketers who think they should play the leading role.

The conclusion comes from the results of What Works Where in B2B Digital Marketing – an annual survey from digital agency Omobono in its 2015 survey.

The survey showed a disparity between the marketing department and other departments...

By Liz Morrell, 01 June 2015, 0 comments. Categories: Best Practice, Big Data, Campaigns.

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.

New study claims inRead video beats pre-roll advertising for effectiveness

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With YouTube having just celebrated its ten-year anniversary, a new report suggests the site may have to up its game when it comes to ad technology.

Traditionally the domain of the pre-roll specification the report proves that newer video advertising solutions are starting to steal the lead – and put the dominance of YouTube at risk.

The video advertising study has been conducted by Nielsen and compares inRead format advertising versus a skippable pre-roll format....

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Video & Audio Marketing.

Why the relationship between agency and marketer must improve

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Marketers and agencies are struggling to align their aims with each facing frustrations about the other. The conclusions come from the RSW/US 2015 New Year Outlook report, a survey of 123 senior level marketers and 158 marketing agency executives completed last December.

It found that marketers were frustrated by agencies with regards to things such as a lack of innovation, chasing the next shiny object, overemphasising data without understanding it and a lack of value add. There...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Advertising, Branding, Campaigns.

General Motors extends agile marketing to the connected car

US-headquartered General Motors has announced a new product called AtYourService, through its OnStar subsidiary, that lets retailers and merchants target drivers with contextual marketing and promotions.

It was only a matter of time before car manufacturers made it possible for advertisers to target drivers with marketing and General Motors has been the one to blink first.

General Motors has already partnered with several third-party companies including performance marketing publisher RetailMeNot for coupons...

How forensic analysis helps understand why a marketing campaign failed

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Like most I never win every bid I present, but as with baseball if you average a hit one out of each three times you are at bat, that .333 batting average will make you a perennial All-Star. You will be above the rest and yet close enough to the top to still go for the gold.

In the last 18 months a strange phenomenon (for me) has occurred. Many of the integrated marketing programmes that I bid on and did not win have been reassigned to me after the programme was assigned to another...

IAB claims full viewability measurement is not possible

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Full viewability measurement of digital advertising is not yet possible according to the Interactive Advertising Bureau (IAB). The claim comes only a couple of weeks after analysis from Google’s tracking metric for viewable ads showed that more than half of all served ads are not measured viewable.

The IAB has published a new positioning paper that makes the claim called the State of Viewability Transaction in 2015, which aims to offer guidance to the digital media and...

By Liz Morrell, 17 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Personalised Marketing.

Social intent: Battle of the Christmas ads

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Christmas is well and truly upon us. In fact, I can almost count down the days on my fingers. From here on in all that is left is a frantic scramble for that one present you forgot and a mad dash around the supermarket to make sure your cupboards are stocked to the absolute brim.

For many of us, the start of the festive season has become intrinsically linked to the airing of the first Christmas advert on TV – an event which seems to be turning into a bigger and bigger deal...

By Joel Windels, 17 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns, Social Media Marketing, Video & Audio Marketing.

Ad fraud hits video campaigns

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More needs to be done to protect the display advertising technology industry from video ad fraud according to a new report from bots and malware detection specialist Whiteops.

The Bot Baseline – Fraud in Digital Advertising report by White Ops and the Association of National Advertisers shows that globally advertisers are set to lose $3.6 billion globally to bots in 2015.

White Ops and ANA worked with 36 member organisations of the ANA to analyse digital advertising campaign...

Sony comes clean on viral marketed and crowd-sourced product

As one of the biggest brand names in consumer electricals Sony wields enormous brand power. Its decision therefore to test and fund a new product range undercover is revealing. The test was to see the momentum it could build around a new product range using only viral-marketing and crowd-sourcing techniques.

The company has developed a spin-off division called Fashion Entertainments where it is looking to see how it can incorporate electronic paper into fashion products. One of the most significant product...

By Liz Morrell, 11 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns.

How shame and guilt can be used to your advantage in marketing

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There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

The key point is that, though both are negative emotions, the effects they have are different. Consumers who feel ashamed are best targeted by campaigns which offer a...

By DaHee Han, 10 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns, Customer Experience, Personalised Marketing.

Marketers: Are you scientists or artists?

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If you search for “marketing degree” in Google, you will find that there is a lot of confusion around whether the discipline is an art or a science. At some Universities like Essex, Portsmouth, and Worcester, the degree qualifies as a Batchelor of the Arts and yet, at other establishments such as Newcastle, Bournemouth and Lancaster, you can earn yourself a Batchelor of Science.

This divide in a marketer's beginnings are amplified once in the profession. Many would...

Inbound marketing is your route to knowing customers

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Knowing your customers inside out in today’s marketing world is not only more of a possibility than ever before but more vital too. New research shows that marketers in the UK lead their way in this but shows that businesses still are not doing enough to embrace the inbound marketing opportunities that are available to them.

The survey, undertaken by Oracle Marketing Cloud and Forrester Research and released today, finds that of 523 marketing decision makers across a range of...

By Liz Morrell, 28 November 2014, 0 comments. Categories: Advertising, Campaigns, Commerce, Customer Experience, E-Commerce, Personalised Marketing.

Why are you not already using crowdsourcing in your marketing strategy?

Crowdsourcing has definitely been a controversial topic in the marketing industry, especially among agency practitioners. Much like Marmite’s famous slogan, many either love it, or hate it. But whether the attitude of industry professionals is all embracing or reactionary, it has become increasingly hard to ignore the power of the crowd, especially when major global brands have doubled their investment into crowdsourcing in 2014.

Why such enthusiasm? The ideas and creations sourced from communities of...

By François Pétavy, 01 December 2014, 0 comments. Categories: Advertising, Campaigns, Social Media Marketing.

Counting the cost of Black Friday as crowds swarm retailers

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So Black Friday is upon us and the marketing hype has done its job it seems as even before 6am this morning there were reports of crazed scuffles for bargains and retail websites crashing under the strain. 

But the real question has to be what will the true cost of Black Friday be? Everyone loves a bargain, especially before Christmas when you can make the excuse that you are buying presents. Of course whether Aunt Maude actually wanted a 40-inch television is another matter....

By Liz Morrell, 28 November 2014, 0 comments. Categories: Advertising, Campaigns, Commerce, E-Commerce, M-Commerce, S-Commerce, Social Media Marketing.