80% of consumers forget branded content after 3 days

After all of the consumer and market research, the long days, the design and implementation process, how long does your delicately crafted branded content stick in consumers’ minds?

Well, according to research by Prezi, for 80% of consumers the answer is three days.

The research, carried out in conjunction with renowned cognitive neuroscientist Dr Carmen Simon, found that the main three reasons consumers forget content are:

-          irrelevancy...

By Colm Hebblethwaite, 25 April 2017, 0 comments. Categories: Branding, Campaigns.

50% of marketing materials sent out are irrelevant to recipient

50% of people who receive marketing materials over the internet or by phone say that it is never of relevance to them, according to the Chartered Institute of Marketing (CIM).

Of the 2,000 UK adults surveyed, 42% say they receive marketing material via social media daily. 36% report receiving phone calls once a week or more.

A high proportion of this material is irrelevant to the individual receiving it. 61% have been sent promotional materials for a hobby or interest they don’t have,...

By Colm Hebblethwaite, 20 April 2017, 0 comments. Categories: Campaigns, Data-driven marketing.

The Art of Conversation: avoiding short-termism

Ever taken a short cut? Even though you know it’s a quick fix and that you’re probably storing up problems for further down the line? Yeah, you know what I’m talking about.

Like that time when you super-glued the kitchen table back together, instead of getting out your toolbox. Or when you bought cheap trousers the day before your holiday, knowing they would likely split before the week was out.

It’s the same at work.

Marketers are often pushed for quick wins and instant results, in...

By Jason Hemingway, 10 April 2017, 0 comments. Categories: Campaigns, Data-driven marketing, Social Media Marketing.

5 ways to measure customer experience with your app

Step back for a minute and ask how it would feel to be a customer using your apps.

Would it be easy to learn what your app does? Would it be easy to get in contact with you to find out more? Would your after-sales care be a positive experience?

In the digital era, the ability to provide a positive customer experience (CX) is widely regarded as the ‘holy grail’ for companies of all shapes and sizes. A recent eConsultancy survey showed...

By Aidan Danaher, 31 March 2017, 0 comments. Categories: Best Practice, Campaigns.

Why marketers have to engage with the right content – and build emotional connections

The entertainment award season is now in full swing; brands are embracing real-time marketing and gearing up for social war rooms. Marketers are increasingly realising the value of engaging with customers ‘in the moment’ as events unfold so they can be part of the conversation and ride relevant trends.

Timing is absolutely key and the availability of marketing tech tools and data has enabled marketers to make intelligent decisions around when it is best to activate content and reach audiences in...

Research argues how brands can benefit through subtitling adverts

(c)iStock.com/BrianAJackson

You’ve put together what looks like a knockout campaign; the creative has been done to perfection, the budget is all on side, the analytics have been mined for the best possible reach. Wouldn’t it be a shame if all that hard work was undermined because people viewed the advert with the sound off?

The issue of how to get consumers to connect with advertising has been one marketing teams have faced since time immemorial. Yet a new piece of research from AdColony –...

By James Bourne, 01 February 2017, 0 comments. Categories: Advertising, Branding, Campaigns, Mobile Marketing.

How omnichannel marketing makes siloed advertising channels a thing of the past

(c)iStock.com/mathisworks

The modern marketer’s greatest challenge is using emerging media to lift metrics across multiple platforms. For every opportunity presented by new media channels, marketers must overcome internal resistance and logistical challenges to transition away from traditional platforms.

Digital media constitutes one of the fastest-growing segments of advertising, making it a must for any campaign. Brands must aim to integrate desktop, mobile, tablets, and even...

By Tom Alexander, 26 January 2017, 0 comments. Categories: Best Practice, Campaigns, Customer Experience.

A guide to making marketing human in the age of artificial intelligence

(c)iStock.com/Kirillm

There is no denying that we are entering a new phase in how technology helps to connect brands with consumers.

We are moving from visual interfaces to text and voice. Language. Speaking to our devices like we speak to our friends, family and colleagues.

As messenger apps secure the lion’s share of our connected time, customers will increasingly expect and want to interact with brands in these channels.

It’s easier, effortless and convenient. And Facebook, and Viber, and Kik,...

By Dom Duhig, 19 January 2017, 0 comments. Categories: Automation, Branding, Campaigns.

Why making your product packaging 'smart' can boost your marketing

We’ve heard a great deal about how the Internet of Things (IoT) is going to transform our lives and change the way business is done. With IoT, everyday objects have network connectivity which allows them to send and receive data and making these objects smart.

For brands, this poses an enormous opportunity to connect and engage with consumers in unprecedented ways. So what has this got to do with packaging?

Packaging can connect to the new world of content and deliver value. This increases engagement...

By Keran Turakhia, 11 July 2016, 0 comments. Categories: Branding, Campaigns, Data-driven marketing.