Digital spend highest in seven years, argues IAB

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Digital ad spend grew at the fastest rate for seven years with UK digital ad spend up 16.4% to more than £8.6 billion, according to the latest Internet Advertising Bureau UK Digital Adspend report, conducted by PwC.

The rise is the highest since a 17.1% rise in 2008 and follows a 12% increase in the number of internet-enabled devices in each household. The report claims this now stands to 8.3 per household with connected TVs seeing the biggest rise in ownership at 27%. Smartphones...

How Twitter users are becoming excited about the benefits of virtual reality

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It may have seen a false start with the likes of Google Glass but virtual reality is set for a revival if a recent analysis of Twitter conversations about the technology is to be believed.

Between February and April Brandwatch used its platform to track 120,000 tweets over two months about the technology. It found that of these conversations the majority (85%) were positive. Only 16% were negative.

Oculus and its Rift VR headset topped the table as the most mentioned brand and headset...

By Liz Morrell, 22 April 2016, 0 comments. Categories: Social Media Marketing, Wearables.

Why airlines need to better align their social and word of mouth marketing

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KLM and Ryanair come out top on social media when it comes to engagement rankings for airlines serving the UK, according to a new report. Meanwhile Emirates is one of the most powerful for offline word of mouth conversations.

The rankings, by technology and data company Engagement Labs, showed that KLM topped on both Facebook and Instagram, followed by Ryanair in second place. Meanwhile on Twitter Ryaniar topped, followed by British Airways in second place.

The rankings were...

By Liz Morrell, 20 April 2016, 0 comments. Categories: Branding, Social Media Marketing.

Why service-based messaging is more important than you may think

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Whilst consumers can often feel overwhelmed by marketing messages service-based messaging can be a deciding factor in choosing a business to deal with according to a new report. 84% of consumers said that service-based messaging had an impact on their decision to choose one company over another.

The study showed that two thirds of consumers said that shipping alerts for online orders, delivery alerts and payment confirmations would increase their likelihood of making a purchase. It also...

By Liz Morrell, 18 April 2016, 0 comments. Categories: Content Marketing, Social Media Marketing.

Lithium partners with Zuora for new online customer community

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Following three months in soft launch Lithium Technologies has announced that it has created an online community for Zuora, a provider of subscription billing, commerce and finance solutions.

The online community, which launched in January, allows more than 700 subscription businesses that use Zuora peer-to-peer support as well as access to Zuora employees and partners in order to receive answers to questions. They are also able to provide direct feedback to the business, helping...

By Liz Morrell, 15 April 2016, 0 comments. Categories: Customer Experience, Gamification, Social Media Marketing.

Zizzi embraces gamification for latest branding initiative

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Italian restaurant chain Zizzi has embraced the concept of gamification for the second year running to deliver a new loyalty and promotional campaign that allowed customers to compete for food and holiday prizes and the chain to radically increase its marketing database. The campaign attracted 22,000 new customer names to the brand.

Zizzi ran an eight-week online board game promotion in association with 3radical Voco, which users could access through a mobile optimised website and on...

By Liz Morrell, 14 April 2016, 0 comments. Categories: Branding, Case Studies, Gamification, Social Media Marketing.

Why the marketing and CMO role is getting increasingly tougher

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A marketer’s job has never been ‘easy’ as such but the life of a marketer is now getting more complicated than ever according to a new report. Published by The Economist Intelligence Unit (EIU) the report says that marketing complexity is growing sharply with the adoption of new technology and general technology change to blame for the huge pace of change.

More than half of 499 chief marketing officers and senior marketing executives surveyed for the report said that the pace of...

By Liz Morrell, 12 April 2016, 0 comments. Categories: Customer Experience, Data-driven marketing, Social Media Marketing.

SMEs see digital marketing is important – yet don’t practice what they preach

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More than three quarters (82%) of small businesses believe that digital marketing is critical to success and yet most don’t actually yet use the channel to drive their business, according to a new survey by research firm Clutch.

The survey showed that only 27% had begun a digital marketing strategy prior to 2015 and 17% began last year.

The survey showed that two key reasons held back small businesses’ adoption of digital marketing. They included the associated expense and...

By Liz Morrell, 06 April 2016, 0 comments. Categories: Best Practice, Social Media Marketing.

The positive aspects of a downward marketing spiral

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We nearly always think that a downward spiral is a negative, a downturn, and a disaster. Not always. I disagree and make an exception when it comes to marketing and developing a ‘go to market’ digital cross-media or integrated strategy, selecting the media, and determining when to use that media to support your strategy.

I often explain to clients and students that a useful image to visualise when discussing the development of an integrated marketing program is a...

By Thaddeus Kubis, 05 April 2016, 1 comment. Categories: Best Practice, Search Marketing, Social Media Marketing, Wearables.

Safety outside numbers: Why Twitter’s 10th birthday represents a warning shot

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With Twitter celebrating its 10th birthday this month, there is currently a lot of media hype around whether the social network has reached its peak. The numbers may even be in decline; speculation that is causing a great deal of panic amongst marketers.

No longer the shiny new toy

Twitter isn’t dying and neither is social. However, Twitter and Facebook are now over a...

By Fabrice Etienne, 04 April 2016, 0 comments. Categories: Content Marketing, Customer Experience, Social Media Marketing.

DueDil takes aim at LinkedIn with latest social selling release

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B2B lead generation software provider DueDil is launching DueDil Connect to further integrate company’s networks and ease the selling process – and it has LinkedIn in its sights.

With Connect, users can map their contact network across a pool of public profiles, giving teams visibility on who to contact in an organisation, by whom, and whether it will be a warm introduction or a cold call. “It’s been my dream,” DueDil CEO Damian Kimmelman tells MarketingTech....

By James Bourne, 16 March 2016, 0 comments. Categories: Data-driven marketing, S-Commerce, Social Media Marketing.

Rakuten Marketing launches into social advertising with latest acquisition

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Omnichannel marketing specialist Rakuten Marketing has acquired product intelligence company Manifest Commerce, allowing it to improve its offering in the social advertising arena.

The Manifest Commerce product offering, developed by the San Francisco-based firm, encourages product discovery by using its predictive marketing and optimisation engines to introduce new products to relevant audience segments. The technology works by automatically selecting likely to perform products from a...

By Liz Morrell, 01 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Social Media Marketing.

Organic days are over: How to make the most of paid reach

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Paid reach is the way forward – but how can you manage this efficiently?

First, a quick history lesson. Between 2012 and 2014, organic reach on social dropped from 16% to 6% – just 6% of fans were actually seeing organic posts from brands. Facebook, the historical flagship channel of social media marketing, saw posts from top brands reaching 2% of fans in 2014. And these numbers have continued to decline...

By Helle Tyllesen, 17 February 2016, 0 comments. Categories: Branding, Campaigns, Social Media Marketing.

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.

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, 2 comments. Categories: Branding, Social Media Marketing.

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.

Twitter expanding from 140 characters: Why it won’t solve the growth problem

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It has practically been an unmissable story: Twitter is set to expand its offering to more than 140 characters per tweet. To what exactly, nobody is sure. Re/code, who originally reported the story in September but came back to it on January 5, believe it is 10,000 characters, the current amount users are allowed per direct message.

Jack Dorsey, Twitter CEO and co-founder, posted a missive on January 6 which was low on specifics but high on intent. “We’ve...

By James Bourne, 08 January 2016, 0 comments. Categories: Social Media Marketing.

Lithium adds new features to Community Health Index

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Lithium Technologies has expanded its analytics portfolio with the addition of two new features to its Community Health Index.

The first, Value Analytics, pulls data from brands’ communities to provide marketing and service/support data such as Net Promotor ScoreSM, customer satisfaction and call deflection to enable companies to then ensure that their communities are driving actual business results.

The second feature, Lithium Cohort Benchmarking, allows brands to benchmark...

By Liz Morrell, 06 January 2016, 0 comments. Categories: Social Media Marketing.

Who goes there?, or, Your most important marketing resolution for 2016

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In 1938, John W. Campbell, under the alias Don Stuart Jr, presented to the world one of the very best science fiction stories of all time: Who Goes There? This novella, converted to multiple film versions, presents a creature from a world beyond the Earth that, when it devours its prey, can shift to its prey’s shape, memories and personality, while still retaining its own personality.

I see this creature as analogous to the various demographic segments that rule marketing...