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

Picture credit: Return Path

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, Interview, SME Tips.

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, Mobile, Research.

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, Facebook, Social Media.

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.

Are luxury brands more alluring to banner ad clickers?

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Are luxury brands more alluring for banner ads? According to ad platform provider Sizmek, they are: luxury brands get much better click through rates (CTR) for rich media and polite banners when compared to benchmark figures.

The study, entitled Luxury Benchmarks 2014, found that for rich media luxury brands had a CTR of 0.36%, compared to 0.22% benchmark, while for polite banners – banners which replace the main image with a featherweight replica during page loading to avoid...

By James Bourne, 20 October 2014, 0 comments. Categories: Campaigns, Research.

Video marketing: This is why you’re doing it all wrong

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Feature Video is becoming more and more important to content marketing. More often than not, a quick video pitch will last far longer in the memory than a block of text or a generic press release.

Some companies are doing video very well. Plenty more, though, are making a right pig’s ear of it.

One company which aims to change that is Nideo, a B2B video content platform.

By James Bourne, 16 October 2014, 0 comments. Categories: Content, Feature, Video & Audio.

Shell and Nestle top charts of best “online estate” for global brands

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The largest global firms are rushing to social media, but are hampered by “poor management and disjointed strategies”, according to a study.

The Financial Times Bowen Craggs Index of corporate online effectiveness, which published its eighth edition today, found that Shell, Eni and Nestle run the top three “web estates”. Unilever, Siemens, BP and SAP all made the top 10.

What do...

By James Bourne, 15 October 2014, 0 comments. Categories: Campaigns, Research.

Lego ends branding partnership with Shell after Greenpeace pressure

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Lego has released a statement confirming it will not renew its partnership deal with oil firm Shell, after a series of attacks from Greenpeace regarding Shell’s proposed plans to drill for oil in the Arctic.

“Children are our major concern and the central focus of our company,” said Jørgen Vig Knudstorp, CEO of the Lego...

By James Bourne, 09 October 2014, 0 comments. Categories: Branding, Campaigns, Consumer.

Seeing your ad get blocked? Blame Google, report argues

Picture credit: Jean-Etienne Minh-Duy Poirrier

A report released by Adobe and PageFair has revealed that the use of adblocking software is accelerating rapidly, with some demographics more likely than others to nix the rogue adverts.

2013 saw the number of users who use ad blocker software more than double globally, from 54 million to 121 million. As of June this year, the number stands at approximately 144...

By James Bourne, 08 October 2014, 0 comments. Categories: Advertising, Branding, Search Marketing.

Want to fully understand the customer journey? Get the customer to do it

Picture credit: Journey HQ

Here’s an interesting new mobile app release: Journey HQ is trying to get to the bottom of customer journeys, decision making and buying patterns by getting users to fill in information as they go along.

The USP is simple. Most industry market research never fails to have two ingredients: questions and question-setters. Journey HQ gets rid of both.

Siamack Salari is the creator of Journey HQ, and a long time collaborator on ethnographic testing methods. He firmly believes the...

By James Bourne, 02 October 2014, 0 comments. Categories: Campaigns, Publishing, Selling.

Ello kiddies: Examining a utopian ad- and brand-agnostic future of social

Picture credit: Ello

You are not a product.

Meet Ello. With this declaration of intent this new, hip, invite-only social network has gotten plenty of traction over the past weeks for one key reason: it is fiercely opposed to brand dollars.

"Your social network is owned by advertisers", the firm's manifesto reads. "Every post you share, every friend you make and every link you follow is tracked, recorded and converted into data. Advertisers buy your data so they can show you more ads. You are...

By James Bourne, 29 September 2014, 1 comment. Categories: Analysis, Campaigns, Social Media.

Salesforce announces CRM deal with Omnicom, utilises marketing cloud

Marketing comms provider Omnicom has sealed a deal with cloudy CRM provider Salesforce.com to give Omnicom’s agencies more personalised communications through the ExactTarget Marketing Cloud.

The partnership means companies can ‘connect the dots’ between marketing, sales, communities and customer service, leveraging data from a variety of sources and devices.

“As marketers, you need to be wherever your customers touch your brand,” said Lynn Vojvodich, executive vice president and...

By James Bourne, 23 September 2014, 0 comments. Categories: Advertising Technology, CRM, Publishing, Selling.

BOOM! AudioBoo rebrands to AudioBoom in “fundamental” name change

Audio content sharing provider audioBoo has rebranded and changed name to audioBoom, alongside putting together an iOS mobile app which works across all iDevices.

Why the name change? It’s a simple one letter addition, but it works on more than one level. As a piece of audio on the site is – or was – known as a ‘boo’, the company found it difficult getting brands and partners to ask their followers to ‘boo’ them on social media.

Add in the word ‘boom’...

By James Bourne, 23 September 2014, 0 comments. Categories: Advertising Technology, Campaigns.