How ‘digitally mature’ retailers can stand the test of a digital-first marketplace

Let me start by defining ‘digitally mature’ retailers. They have a solid commerce platform that enables new and existing customers to easily find products on the device of their choice – and ensures that promises regarding delivery, pricing and availability can be consistently met. But the advantages of this type of platform are huge for business intelligence. It allows a business to collect insightful customer data, process it faster and adapt to meet...

By Mark Bennigsen, 16 October 2019, 0 comments. Categories: Commerce, Content Marketing, CRM, Customer Experience, E-Commerce.

Show and sell: The art of brand storytelling through content and influencers

Today’s consumers have trust issues. Wise to the tactics of marketers, they’ve become immune to most forms of digital advertising. Instead they look to peers, influencers, and online reviews to help them make purchasing decisions — and who can blame them? We don’t hop online in search of the next great advertisement; we’re looking to solve problems, explore the world, and make meaningful connections.

By Allison Roy, 04 October 2019, 0 comments. Categories: Branding, Content Marketing, Influencer Marketing, Social Media Marketing.

Brands and influencers still at loggerheads over campaign control – but progress is being made

How much influence should an influencer have over the material they push? A new study from Takumi has found that half of marketers polled want complete control over influencers’ marketing posts.

The report (pdf, email required), which polled a mix of more than 4,000 consumers, marketers and influencers across the UK, US and Germany, found...

By James Bourne, 18 September 2019, 0 comments. Categories: Branding, Content Marketing, Influencer Marketing, Social Media Marketing.

Social media users say they can spot fake news – but is their confidence misplaced?

Are you confident when it comes to spotting fake news? According to a new study, almost everyone is – and this confidence means they have no problems in changing their social media activity as the 2020 elections loom.

Data from B2B marketing and research firm Clutch has found that 97% of the more than 500 US-based social media users polled said they were confident in their ability to recognise fake news on social media.

By James Bourne, 09 September 2019, 0 comments. Categories: Attribution, Content Marketing, Social Media Marketing.

Deepfakes and distortions, scare tactics and suppression: NYU report examines social and the 2020 US elections

A new report from the NYU Stern Center for Business and Human Rights has explored the various forms of disinformation which could predicate the 2020 US presidential election – and how social media companies need to react to it.

Allegations around interference from Russia in the 2016 elections continue to be prevalent. As the Mueller report put it – and as reported by CNN – Russian hackers compromised local election systems...

By James Bourne, 04 September 2019, 0 comments. Categories: Attribution, Content Marketing, Influencer Marketing, Social Media Marketing.

Five key tips to drive value from content and martech experimentation

Customer behaviour changes every month, every week and every hour. If brands want to prosper, they need to move at the same speed. The most successful digital companies are using experimentation to make this a reality. Experimentation is a mindset adopted by organisations enabling them to constantly progress their online platforms, driving the customers digital experience.

By using tools such as design and coding to trial new features on their online platforms, businesses can...

Older demographics are great for social media companies - so why aren't they being catered for?

Facebook, Instagram, Snapchat, TikTok: generally speaking, younger generations are more likely to recognise and engage with the platforms at the latter of this list.

Social media platforms all started out as the domains of teenagers and young adults. Facebook was only for college kids back when it began in 2004. In 2012, Facebook bought Instagram for the famous $1 billion price tag – partly because it was young and hip. In 2013, Snapchat’s core audience was 13-25-year olds – and its CEO was...

By Emily Knox, 23 July 2019, 1 comment. Categories: Advertising, Content Marketing, Social Media Marketing.

How digital asset management takes immersive marketing strategies to the next level

It’s arguably more difficult for marketers to do a good job in today’s digital economy. Gone are the days of relying solely on promotional catalogues, stuffed through letterboxes, or batch-and-blast emails, sent to a mailing list.

While traditional tactics still have a time and a place, the business landscape today is hyper competitive. Technology has flooded every industry, making it easier to...

By Jake Athey, 18 July 2019, 0 comments. Categories: Advertising Technology, Branding, Content Marketing, Customer Experience.

How Gen Z is changing the rules of social: Moving from demographics to true communities

Social media usage continues to evolve at a rapid rate – and as Generation Z continues to flood into the working world, its applications for both users and brands who wish to take advantage of it come into much sharper focus.

That is the idea behind the first in a new series of reports from ZAK, a London-based creative agency which purports to ‘create big brand ideas that engage under 30s’, in its own words....

By James Bourne, 03 July 2019, 0 comments. Categories: Case Studies, Content Marketing, Social Media Marketing.

LinkedIn modifies its algorithm to create a better news feed for users

Are you fed up of scrolling through your LinkedIn feed and finding cat videos, motivational quotes, or apocryphal odes to business excellence that make you want to vomit?

Don’t worry – the social network has got you covered. LinkedIn has announced changes to its algorithm to prioritise better conversations in users’ feeds.

The company uses the maxim of ‘people...

By James Bourne, 28 June 2019, 0 comments. Categories: Content Marketing, Social Media Marketing.