Keep a step ahead: embrace new social media platforms for influencer marketing

It’s fair to say we’ve evolved significantly from our 18th century ancestors, in every possible area of our lives, but when it comes to influencer marketing…? Well it turns out Wedgewood and the Royals were playing our game long before social media came into the fore. 

Luckily, we’ve amassed a wealth of experience and knowledge about how to make...

UK CEOs facing 'unrealistic expectations' from digital transformation ROI

Chief executives in the UK face “unrealistic expectations” in demonstrating tangible return from digital transformation projects, according to research by professional services firm KPMG.

A survey of 150 CEOs from leading British businesses found that the majority (72%) are frustrated by pressure at board-level to prove return on investment (ROI) from multi-year digital transformation projects, which can include the integration of technologies such as cloud services, artificial intelligence and...

By Mark Jones, 22 August 2018, 0 comments. Categories: Advertising Technology, Automation, Best Practice.

CMA probe to ‘name and shame’ celebrities in breach of influencer guidelines

The UK’s Competition and Markets Authority (CMA) has begun an investigation into whether celebrities and influencers on social media are making paid promotions sufficiently clear.

Guidelines enforced by the Advertising Standards Authority (ASA) require influencers, who can have millions of followers, to clearly disclose commissioned or incentivised posts with tags such as ‘#ad’ or ‘#sponsored’. As part of the investigation, the CMA has contacted a large number of influencers -...

Young marketers in UK favour high salaries over 'meaningful' startups

As school leavers in the UK receive their A-level results, new research has found that the next generation of marketers prioritise job security over working for ‘cutting-edge’ brands.

A survey by CIM (Chartered Institute of Marketing) found that 41% of 17-19 year olds who have left school in the last six months are indeed interested in a career in marketing.

However, nearly two-thirds (64%) favoured working in a...

By Mark Jones, 16 August 2018, 0 comments. Categories: Advertising, Best Practice.

Can martech really influence wider business processes?

Despite the mounting pressures being placed on marketers to do – and achieve – more, budgets are still being stretched to their limits. Investment in marketing tech is no exception, which means the business case for comms platforms and apps needs to be strong.

Previous articles have covered topics such as budgeting for marketing automation software and even

Three solutions to the 'nonsensical' ad viewability standard

In 2014, I wrote a piece calling out our industry for its pretty feeble definition of ‘viewable’. Little did I know I’d be saying the same things four years later. 

But the fact is, very little has changed. The Media Rating Council’s standard still stands: a digital advert is classed as ‘viewable’ if half of it is in vision for one second or more. Run that by anyone outside media-land and they’d laugh in your face.

I actually have sympathy for the Media...

By Daniel Shaw, 07 August 2018, 0 comments. Categories: Advertising, Best Practice, Campaigns, Programmatic.

YouTube in hot water again as Mars departs over brand safety concerns

Social video sharing site YouTube is once again in hot water over advertising brand safety.

This time, it’s Mars that has suspended marketing on the platform after an advert for Starburst sweets was found to be placed at the start of a rap music video allegedly supporting gang violence in London.

The film by a group called Moscow 17 is part of an emerging genre called ‘drill’ which has been cited as violent “soundtrack” to gang warfare in London, with rival gangs often using the...

By Mark Jones, 06 August 2018, 0 comments. Categories: Best Practice, Social Media Marketing, Video & Audio Marketing.

80% of marketers don’t trust their martech vendors with GDPR compliance

Approaching three months since the General Data Protection Regulation (GDPR) came into force across Europe, the update remains a lingering pain point for the digital marketing industry, with some pretty hefty fines delivered to companies in breach.

Concerns aren’t exactly dampened when there’s no guarantee your own marketing technology vendor isn’t wrestling with compliance themselves and, as found in a new study by Demandbase, more than a few marketers have their doubts over the data...

By Mark Jones, 02 August 2018, 0 comments. Categories: Advertising Technology, Automation, Best Practice, Data-driven marketing.

Customer, interrupted: Second-guessing digital marketing’s most effective tactic

Most sensible marketers — and everyone but the worst of the worst — left pop-up windows behind ages ago. While that move was welcome news to, well, everybody, similarly intrusive tactics still exist in modern marketing playbooks.

While interruptive tactics can be effective, marketers must first weigh short-term benefits with long-term costs. Full-screen overlays, modal windows, and interstitials, for example, could do more harm than good. They might be highly visible, but they can damage the...

By Sean Schroeder, 30 July 2018, 0 comments. Categories: Advertising, Best Practice, Customer Experience.

Twitter’s fake user 'health' cull sees stocks drop 20%

Twitter saw stocks plummet by over 20% ahead of the weekend, following an announcement that its monthly active users had fallen by one million throughout Q2 against the previous quarter.

Announcing that users had fallen from 336m to 335m was enough to send share prices down to just under $35 (they’ve continued a decline since). That's despite the company reporting record quarterly profit of $100m (£76m) and a 23 percent year-on-year uplift in ad...

By Mark Jones, 30 July 2018, 0 comments. Categories: Advertising Technology, Best Practice, Social Media Marketing.