Instagram gets serious on ads: Best practices and early performance data revealed

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In the week that Instagram announced the rollout of ad functionality on its platform across the globe by the end of this month, agile marketing software provider Kenshoo has revealed what it says is best practice about what works on the platform in terms of advertising.

The company has analysed 25 active campaigns managed through its technology on Instagram to provide campaign measurements and learnings that it believes will help advertisers better target campaigns on the platform.

The performance...

By Liz Morrell, 09 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Social Media Marketing.

Why retailers still need to deliver a more connected experience in-store

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Instore Wi-Fi, tablets and other in-store technology was supposed to revolutionise the customer experience and in many cases it has done just that. But a new report suggests that for some the promise is not being delivered with sales staff still failing to answer customer queries instore meaning a poor experience that leaves the customer dissatisfied.

The report, from communications and network provider Vodat, suggests that many retailers aren’t making the most of the...

By Liz Morrell, 13 August 2015, 1 comment. Categories: Best Practice, Commerce, Customer Experience.

Classic ads shows great creative is still key - but data is increasingly important

Picture credit: consumerm1nkey/YouTube

Do you remember the Smash Martians (above), Yellow Pages’ JR Hartley and the PG Tips chimps? Such characters have become cult icons of the pre-Internet advertising days and could teach today’s internet marketers a thing or two, according to a new report from Acxiom.

The ads were amongst those most remembered by UK consumers in a poll of 2,000 people. The Smash Martians ad – for instant mashed potato no less – was remembered by 69.4% of those surveyed and was...

Loyalty 2.0: How retailers are innovating to improve customer loyalty

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Tesco announced recently that it had been running a trial at its new concept store on Villiers Street in central London, in which digital discount coupons were pushed to the smartphones of 40,000 shoppers who had ether passed by the store six times during a two-week period or walked in and out of nearby Embankment station. Customers could redeem their coupons by scanning them at one of the store’s self-service checkouts. Tesco described the trial as an attempt to use the...

By Luke Griffiths, 14 July 2015, 2 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.

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...

By James Bourne, 10 July 2015, 1 comment. Categories: Best Practice, Video & Audio Marketing.

Consumers are worth £7 a minute to advertisers, new study finds

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Consumers believe their time is worth £7 a minute to advertisers, according to a new study of mobile advertising. The study, which revealed attitudes to mobile ads in France, Germany, UK and US, suggested that mobile consumers said that engaging with one minute of advertising on mobile devices was equivalent to £6.80 per consumer for advertisers. The value exchange figure was the result of a poll of 4,000 consumers across the four countries, conducted by Opinium...

By Liz Morrell, 18 June 2015, 0 comments. Categories: Advertising, Best Practice.

The C-suite shuffle: Building a leadership team in a digital age

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Forward-thinking organisations have spent the past few years lobbying and recruiting for new leadership positions which will help their businesses thrive in the digital age. Now, the chief data officer, the chief innovation officer and chief digital officer can all have a place at the boardroom table. But what do they all do? Are expectations the same across all businesses? And does your organisation need them?

In March, the UK government appointed its first chief data officer, giving further...

By James Brayshaw, 16 June 2015, 0 comments. Categories: Best Practice, Commerce, Data-driven marketing.

Why master data management and the CMO are made for each other

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When it comes to CMOs, I’m about as data centric as they get.  Early in my career, I worked as an economist for a consulting firm in Washington, D.C. I was happily awash in data and found myself analysing such hot topics as the difference in prices of power tools in Japan and the United States. 

Years later when I became a CMO, I thought to myself: “Here’s where I can use my love of working with lots of data to drive decision making and performance in...

By Ashley Stirrup, 04 June 2015, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, E-Commerce.

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 to prevent your data being outlawed

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Bar the odd agency fee scandal once every ten years or so, marketers are not known as law breakers, but there is a very good chance many will be before the end of 2017. This is because most are sleeping walking towards the introduction of the new EU data law, or General Data Protection Regulation (GDPR).

It will be a law with proposed fines of hundreds of millions of Euros, or five per cent of turnover, plus the possibility of consumers being able to claim damages for misuse of...

By Jeremy Whitaker, 28 May 2015, 0 comments. Categories: Best Practice, Data-driven marketing.