Brexit could see loss of £70m in UK adspend a year

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As the Brexit debate rumbles on, one media agency has warned that leaving the EU could cost the UK £70m in adspend growth each year – a figure that would equate to £1bn by 2030.

The figures have been put together by media agency Zenith, which has used the Treasury’s conclusion that UK GDP would drop by 6.2% if the UK left the EU to judge the impact on adspend.

Zenith said in its report that it had tracked a clear relationship between economic growth and the...

By Liz Morrell, 08 June 2016, 1 comment. Categories: Advertising, Campaigns.

A step by step guide to creating the perfect lead nurture campaign

In essence, a nurture campaign is a series of emails meant to familiarize new contacts with a brand, or to provide helpful information. It is easy to do – but requires thought and planning to perfect.

This whitepaper download from iContact takes a step by step look at creating an ideal nurture campaign and how to improve your email marketing game.

By James Bourne, 25 May 2016, 0 comments. Categories: Campaigns, Customer Experience.

Salesforce launches Marketing Cloud Lightning

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Salesforce has announced the launch of Marketing Cloud Lightning this week – a new user experience, platform and ecosystem that it claims will give marketers the power to run one to one customer journeys across sales, service and marketing.

The new announcement follows the launch earlier this year of Salesforce’s sales and services offerings built on the Lightning platform – Sales Cloud Lightning and Service Cloud Lightning. The Lightning platform is based on the...

By Liz Morrell, 11 May 2016, 0 comments. Categories: Advertising Technology, Campaigns, Marketing Cloud.

Organic days are over: How to make the most of paid reach

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Paid reach is the way forward – but how can you manage this efficiently?

First, a quick history lesson. Between 2012 and 2014, organic reach on social dropped from 16% to 6% – just 6% of fans were actually seeing organic posts from brands. Facebook, the historical flagship channel of social media marketing, saw posts from top brands reaching 2% of fans in 2014. And these numbers have continued to decline...

By Helle Tyllesen, 17 February 2016, 0 comments. Categories: Branding, Campaigns, Social Media Marketing.

AccuWeather.com achieves 300% increase in video views after revamp

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Global weather information and digital media provider AccuWeather.com has achieved a 300% increase in video views over the previous year after revamping its video offer to customers.

The company works with video cloud services provider Brightcove to supply breaking updates, local forecasts, on-the-scene coverage and user generated content via its AccuWeather.com Video Wall which has been built by Brightcove to make it easier to search, view and share videos through the site.

As well as...

By Liz Morrell, 07 January 2016, 0 comments. Categories: Campaigns, Case Studies, Video & Audio Marketing.

Three steps to finding the right influencer for your brand

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In many ways, influencer marketing is already a well-established practice; 84% of marketers planned to include influencer marketing in their strategy this year. Yet when I speak to brands, it is clear that they are spending millions on influencer marketing without the tools to make educated decisions and run effective campaigns.

Until recently, choosing an influencer for a campaign required spending...

Exploring the Coca-Cola brand – and why it continues to be irreplaceable for consumers

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Coca-Cola is undoubtedly one of the world’s most valuable brands. Even if it isn’t the most valuable anymore – its 13 year stretch at the top of Interbrand’s list was broken by Apple in 2013 – the brand continues to carry tremendous weight, as new research from market research insight provider Instantly reveals.

According to the figures, almost half (48%) of UK...

By James Bourne, 18 August 2015, 1 comment. Categories: Branding, Campaigns, Case Studies.

Power to the people: The need for the human touch in omni-channel

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I recently heard Elon Musk, CEO and CTO of SpaceX and chief product architect of Tesla Motors, talk about technological advancements in the motor industry that will soon see the rise of driverless cars and the likely demise of humans behind the wheel. Although no one can deny the intelligence behind the technology, it sparked a question for me: how far will the future generation control their own destiny?

We have entered a world where our fridge will be able to order our milk...

By Max Eaglen, 07 July 2015, 0 comments. Categories: Campaigns, Customer Experience, Data-driven 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.

The future of marketing analytics: How can brands better understand their customers?

(c)iStock.com/Сергей Хакимуллин

Today’s tech-savvy consumers demand smarter apps that inform them with helpful information, connect them to tailored offers or experiences (or peers) and ultimately motivate them by using data to drive behaviour - like the best fitness trackers. This means that for marketers, good campaign design increasingly starts with the data, and in the near future will be about the interaction “device” rather than the channel or place.

It also means that despite all the hype around social media and mobile and...

By Allen Bonde, 30 June 2015, 1 comment. Categories: Big Data, Campaigns, Data-driven marketing, Data Science, Web Analytics.