Facebook launches Call to Action functionality for Pages

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Having a call to action has always been at the essence of any good marketing since that is the very point of marketing a brand or product.

Facebook for Business’s announcement, therefore, of a new call to action feature will help Pages drive business objectives further, since that call to action (CTA) can now be achieved simply with the press of a button.

The company is to roll out the new functionality in the US over the next few weeks and worldwide next year. The buttons...

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.

UK marketers must improve effectiveness of their content marketing

UK marketers rated themselves less effective at content marketing this year versus last year, according to the third annual Trends report from the Content Marketing Institute (CMI), produced in partnership with the UK Direct Marketing Association.

As a result it seems marketers are now more focused on content marketing goals than previously, with marketers setting goals and driving efficiency through the setting of concrete objectives.

Goals have also changed. The trends report showed that the percentage of...

By Liz Morrell, 13 December 2014, 0 comments. Categories: Content Marketing, Publishing, Social Media Marketing.

Video overtakes social as most popular marketing channel

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Video’s impressive rise as a marketing channel is one of 2014’s success stories, but its comparative performance with other channels has not been analysed until now.

Personalised digital marketing company Conversant has put together a study that reveals video’s meteoric rise. Media professionals in the US, Germany and France are all utilising video more than social.

In the US and UK, 6% more media professionals used video than social, whereas in Germany the...

Twitter introduces tailored audiences from mobile apps

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Having already tested the new service on a number of brands, the technology is basically Twitter's version of retargeting based on the previous behaviour consumers. 

Tailored audiences from mobile apps follows the general launch of the tailored audiences ad product this time last year. Tailored audiences allowed advertisers to reach audiences that had shown interest in a brand or category. It benefited advertisers by working outside of Twitter.

With this new addition,...

Majority of social sharing data is beyond marketers’ reach

Marketers can track everything on the major social networks, but that only represents a small portion of web 2.0 sharing activity.

Advertising platform RadiumOne recently uncovered a whole new subsection that it has labelled dark social, a term used to describe what cannot be measured by analytics software including online chat and even email.

In The Light And Dark Of Social Sharing Report RadiumOne used its own data analysis to disclose that public sharing accounted for 31% and dark social 69%,...

By Simon Holland, 04 December 2014, 0 comments. Categories: Data Science, Data-driven marketing, Social Media Marketing, Web Analytics.

How millennials are buying into social commerce

Experts predict the value of social commerce is set to explode but inevitably it will be the millennial generation who will ignite the explosion.

Millennials are a generation that cannot be ignored since it is estimated that this market will have a combined purchasing power of $2.45 trillion worldwide by 2015, $30 billion of which will be in the US.

A new study from the University of Massachusetts Dartmouth suggests that buy buttons on social networks will be particularly powerful. Both Twitter and Facebook...

By Liz Morrell, 04 December 2014, 0 comments. Categories: Commerce, Mobile Marketing, S-Commerce, Social Media 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.

Financial sector reaping the rewards of mobile content

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For finance customers the move to mobile has been hugely beneficial – allowing customers to manage investments, personal banking, payments and account transfers on the go.

The fact that the trend shows little sign of abating – with new technologies such as mobile wallet and proximity payments becoming increasingly important - is a marketing technologists dream since users are engaging more heavily than ever with finance content on mobile.

A new report published this...

By Liz Morrell, 27 November 2014, 0 comments. Categories: Commerce, Content Marketing, M-Commerce, Social Media Marketing.

Consumers are wising up to their power as social influencers

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Targeting key influencers on social media to help get a marketing message out is a tactic that is proving successful for brands, but consumers are beginning to realise just how vital they are to this strategy.

Mobile gamification company 3radical has released the findings of a survey where it polled the opinions of 600 UK consumers, with 87% saying they were looking for a reward before reading or responding to a brand’s message.

An additional 50% then said a reward had become...

EdgeRank costing publishers millions in lost revenue

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Facebook Edgerank, the social network’s ranking algorithm that displays content based on relevancy, is doing more harm than good to online publishers.

After sampling 30 digital publishers, media intelligence company AdClarity determined that these publishers are the victim of a $350 million shortfall in advertising revenue thanks to Facebook’s algorithms.

The figure stems from AdClarity coupling its own publisher data, that revealed their collective revenue was a...

Which of these four types of marketer are you?

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Recent research found that 84% of marketers now regard the rise of the digital native as overwhelmingly the most important (or a very important) factor affecting marketing plans. So while we welcome the digital generation we must also re-tool our mind and skill sets to the new marketing order. This though appears to be the biggest hurdle.

Skills shortages, lack of experience and budget constraints as a hangover of the recession continue to plague the digital marketing landscape....

By Dr Charles Randall, 19 November 2014, 0 comments. Categories: Attribution, Data-driven marketing, Social Media Marketing.

Apple mobile device targeting leads wave of updates to Adobe Marketing Cloud

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Adobe has rolled out support for iBeacon in the latest batch of updates to its Adobe Marketing Cloud product, making it possible for marketers to target content using the location of shoppers.

Media can now be sent across a number of channels to consumers, with marketers being able to deliver a promotional message through a retailer’s app when a shopper is in a specific store.

Using Marketing Cloud, marketers are able to follow the previous action up with an email campaign...

Salesforce wants to break down the barriers between marketing, sales and customer service

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Customer relationship management (CRM) company Salesforce has taken the wraps off its latest edition of Social Studio.

While being primarily targeted at the burgeoning content marketing industry adding features that mean you might never need to use Twitter or Facebook’s interface again, Salesforce’s updated utility excels at enabling departments to collaborate on social engagement.

With Social Studio, marketers can use the software’s new social listening engine to...

Expedia taps into Routehappy API for emotional travel data

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Routehappy’s Score & Happiness Factors API has been adopted by travel comparison website Expedia, the two companies have announced.

The agreement lets Expedia add new search functionality into its site that can filter results around seat layout, seat type, equipment type, entertainment, power, wifi and other happiness factors down to the specific airline, sub fleet, and cabin level.

It all stems from Routehappy’s Flightmatch algorithm that matches airline product...

By Simon Holland, 11 November 2014, 0 comments. Categories: Campaigns, Data-driven marketing, Publishing, Social Media Marketing.

Here’s how junk food brands are targeting kids on Facebook

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A study from the University of Sydney has revealed how junk food brands are targeting young adults on social media.

The report, entitled ‘Digital Junk: Food and Beverage Marketing on Facebook’, was authored by seven academics in response to the growing obesity issue in Australia, with more than a third of Australians aged 15 to 24 considered overweight or obese.

The research involved analysing 27 food and drink brand Facebook pages on their marketing techniques,...

By James Bourne, 27 October 2014, 0 comments. Categories: Campaigns, Social Media Marketing.

The reputation gap: Why your mistakes are getting more and more magnified

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The vast majority of companies are aware that, in the social age, mistakes they make could have nightmarish consequences if it gets picked up. Take Kenneth Cole’s tweet using the hashtag #Cairo back in 2011, oblivious to the protests in Egypt.

That’s just the tip of the iceberg. A new report from MSL Group, entitled “Reputation: With or without you”, has found that most firms (86%) are...

By James Bourne, 23 October 2014, 0 comments. Categories: Campaigns, Social Media Marketing.

Social CRM: How best to manage the sales process

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Businesses that master the art of a successful social media strategy enjoy a number of benefits. Social media networks provide the opportunity to get to know your customer, start a conversation and elevate your brand in an influential sphere driven by consumers who know what they want.

For digital agencies, and indeed even marketing departments, determining the actual return on investment for the time...

By Gavin Hammar, 17 October 2014, 0 comments. Categories: CRM, Social Media Marketing.

What I wish I’d seen at #SMWLDN: 8 ways charities are killing it on social

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Something was bugging me last week at Social Media Week. And it wasn’t the occasional snake oil merchant promising a ‘masterclass’ on customer interactions before delivering a thinly-veiled ad for his company’s new product.

It certainly wasn’t the genuinely great speakers there like Buzzfeed’s Will Hayward or Nicolas Roope from Poke who gave thoughtful, witty presentations that inspired as much as they...

By Bray Leino, 29 September 2014, 0 comments. Categories: Social Media Marketing.