What makes video content marketing great? Follow these key principles

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There is a cartoon from Tom Fishburne of Marketoonist where a young child says to her father at bedtime: “Daddy, instead of a story, can you read me some branded content?” Even though the cartoon was penned in 2013, the message still resonates. Anyone reading this will know content marketing can be a jewel in a campaign’s crown, but if it’s too obviously ‘branded content’, consumers will spot it a mile off...

By James Bourne, 10 July 2015, 0 comments. Categories: Best Practice, Video & Audio 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.

Getting the right hook: How a golf app developer is using wearables for retargeting

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The American novelist Nicholas Sparks, in Dear John, writes: “No matter where you are in the world, the moon is never bigger than your thumb.” Let’s paraphrase that slightly: no matter where you are in the world, there will be someone, somewhere, writing a piece on wearable technology and how it can be deployed in marketing.

Some companies, however, are ahead of the game. Take Shotzoom. The company, by its own definition, “creates market...

By James Bourne, 29 June 2015, 0 comments. Categories: Case Studies, Mobile Marketing, Search Marketing, Wearables.

Freemium models and digital services: When do you pull the ladder up?

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If it wasn’t clear enough already, it’s painfully obvious now: if you’re offering a service you expect users to pay for, you need to give them a freemium option to begin with. But you might be losing out if you can't upgrade your freemium base.

Recent research from e-commerce provider Avangate, of 1000 consumers, makes the priorities clear. 97% of users prefer flexible purchasing options when selecting premium online services, while six out of 10 will only subscribe...

By James Bourne, 26 June 2015, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, M-Commerce.

The CMO and chief marketing technologist: A match made in data heaven?

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As marketing becomes ever-more data-driven, the need for technology-savvy CMOs and heads of marketing is increasingly apparent. It's not a new concern: back in 2012, Gartner said that in five years, the CMO would spend more on IT than the CIO.

Three years hence, the figures may not be bang on, but the trend certainly is. Here's another, more recent Gartner finding. 81% of large organisations - those who make more than $500m in revenue each year - hire 'chief marketing technologists'...

By James Bourne, 01 June 2015, 0 comments. Categories: CRM, Data Science, Data-driven marketing, Personalised Marketing.

How Klout is shaping the conversation for brands and consumers to benefit

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It’s no secret that brands are having a tough time of it on the social web. They’re not in control of the conversations, they get slammed if they say something, they get slammed if they don’t say something. To top all that, consumers expect a greater level of service from an always-on system. It’s enough to make you hand in your notice and take up lion taming for an easier life.

There are upsides, however. Among the vast swathes of anger and...

By James Bourne, 30 April 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.

Location-based services: How brands walk the fine line between clever and creepy

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Imagine two people have ordered two products online and they’re being delivered today.  One gets a text from the provider which reads: “Your parcel will be delivered in the next hour. You do not appear to be at your home address. Would you like us to redeliver it or deliver to another address?” The other gets a text which reads: “Your parcel will be delivered in the next hour. We see that you are 15 miles away from your home...

By James Bourne, 17 April 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Mobile Marketing.

Meerkat and Periscope for brands 101: Where to go...and what not to do

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For today’s marketer, the birth of a new social platform is akin to being a kid in a candy store. Despite the social best practice ringing in their ears, it’s impossible to resist. Yes, you know it’s a futile exercise to be on everything, you know your offering might not fit with the platform’s USP, you know you need to be customer-first. But there’s only one way to find out whether something will work.

Enter, stage left, live streaming video apps Meerkat...

By James Bourne, 08 April 2015, 0 comments. Categories: Branding, Social Media Marketing, Video & Audio Marketing.

How Micro Focus transformed its legacy marketing platform and enhanced sales

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Micro Focus is certainly an intriguing company from a branding perspective. Its tagline is “application modernisation and management”, yet many will recognise the company as the de facto arbiter of the 55 year old COBOL language, made famous by Grace Hopper, as well as its Borland portfolio and IBM mainframes.

The company admitted there was a ‘lack of market awareness’ of the Micro Focus brand and turned to Oracle Marketing Cloud to transform its marketing...

By James Bourne, 01 April 2015, 0 comments. Categories: Case Studies, Customer Experience, Marketing Cloud.

Apple dominates ‘most loved brands’ list: Understanding consumer preference

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Enterprise social media analytics provider NetBase has released its Brand Passion report, with Apple taking home four of the top six rankings.

The iPhone finished top of the pile, with Apple itself finishing third, and the iPad and MacBook Air taking positions five and six. Sandwiched between them were Disney (#2) and boutique online retailer Etsy (#4), while rounding out the top 10 were Starbucks, Netflix, Chipotle and McDonald’s.

The methodology in putting this report together was a tad...

By James Bourne, 16 March 2015, 0 comments. Categories: Branding, Customer Experience, Social Media Marketing.

Why the in-store customer experience is key for marketing wearable tech

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Almost half of Britons surveyed by experiential agency Fizz Experience are willing to spend £111 ($164) on a piece of wearable technology, with a majority saying the in-store experience is key to their making a purchase.

Even though online research was the most common method of looking up new products, according to 41% of respondents, 84% will ultimately purchase in-store,

By James Bourne, 13 March 2015, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Wearables.

Brightcove CEO David Mendels on wearables, video and the CMO outlook

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If anyone’s ever had a campaign which hasn’t gone quite right, it’s always reassuring to know the marketing technology providers can also make the same mistakes.

Take video. B2B video marketing platform providers, such as Brightcove and Nideo, offer vital services to show brands where their campaigns are going wrong. Analytics readings tell marketers where customers are switching off, so they can rejig the length and message of the video.

As Brightcove CEO David...

AOP offers best practices for native advertising in wake of survey results

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One in three consumers are more likely to trust native advertising than traditional advertising, according to a report from the Association of Online Publishers (AOP).

The report, which focuses on the impact of native advertising, or advertorial, uncovered a series of interesting statistics. Three in five (59%) consumers claimed to find native advertising “interesting”, while 42% more consumers said they found native ad drivers more interesting than traditional...

By James Bourne, 09 March 2015, 0 comments. Categories: Advertising, Native Advertising.

Are your email marketing campaigns matching up to the industry standard?

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An industry benchmark report from email marketing provider Sign-up.to has found open rates at nearly a quarter across all campaigns analysed and an increase in 17 sectors across 2014, with click rates declining at a small rate.

While overall opens hit 24.45%, mean click through rates were at 3.13% and unsubscribes at 0.55%, with median click through rates at 2.36%, and median opens at 24.22%. Mobile opens, at 53.9%, has overtaken the desktop.

Yet the devil is in the detail; the public...

By James Bourne, 06 March 2015, 0 comments. Categories: Best Practice, Email marketing.

Salesforce aims to take personalisation to the next level with Predictive Decisions

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Cloudy software provider Salesforce has released Salesforce Marketing Cloud Predictive Decisions, a feature set which aims to fuse marketing and CRM data with contextual data and predictive intelligence to increase conversions and engagement.

The move follows a piece of research conducted by Forrester Consulting on behalf of Salesforce in August, whereby 42% of respondents admitted they had difficulty analysing data from all customer interactions.

Salesforce says marketers will be...

By James Bourne, 05 March 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

How the Internet of Things is set to break the mould for customer experience

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The customer experience process is rapidly changing. For brands, getting the customer to return again is not new, whether through incentivisation or simple brand loyalty. But the landscape is being turned on its head – and it’s through such new technologies as the Internet of Things (IoT) driving what is being described as the new services economy.

Companies are recognising this. Instead of buying standalone products, it’s now about buying services. Take Netflix...

By James Bourne, 26 November 2014, 1 comment. Categories: Big Data, Customer Experience, Data-driven marketing, Personalised Marketing.

Scott Roth, Return Path CMO: What I learned from my mentor at ExactTarget

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Earlier this week, email marketing intelligence provider Return Path announced the appointment of Scott Roth as its new chief marketing officer. As reported, it was a particularly interesting move: Roth had been at ExactTarget, which was hoovered up by Salesforce, and was also partnered with Return Path for several years.

Roth’s new job spec includes everything from brand...

By James Bourne, 31 October 2014, 0 comments. Categories: Campaigns, Marketing Cloud.

Return Path appoints ex-ExactTarget man Scott Roth as CMO

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Email intelligence provider Return Path has hired Scott Roth, formerly of Salesforce and ExactTarget, as its new chief marketing officer.

Roth was most recently vice president of global marketing for Salesforce Marketing Cloud, and was responsible for seeing through a successful IPO with ExactTarget, which was then acquired by Salesforce. Return Path and ExactTarget have been partnering for almost four years, with Roth helping to set it up.

Roth’s remit for the 400 employee-strong firm...

By James Bourne, 30 October 2014, 0 comments. Categories: Branding, Campaigns.

On the mobile web, brands can’t rest on their laurels for loyalty

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If a customer’s at a bricks and mortar store and the service is a little slow or the card machine doesn’t work, most of the time they’ll probably accept it. They’ve already made the effort to go all the way to the store, and a few more seconds waiting around isn’t likely to hurt.

If they’re on a mobile device, however, and the m-commerce app times out or the site is a little slow, then patience is a virtue which most customers don’t have....

By James Bourne, 28 October 2014, 0 comments. Categories: Campaigns.

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.