Buzzfeed UK reports £3.3m loss

Buzzfeed UK, the subsidiary of the US internet media company, has reported a pre-tax loss of £3.3 million last year.

This is despite more than doubling its turnover to £20.5 million on the previous years. This is the first year that the company’s accounts have been published in full at Companies House. Figures for 2015 show that the company reported a pre-tax profit of 338,395 and a turnover of £9.8 million.

Prior to 2016, the UK arm of the global media giant was still a small enough...

By Colm Hebblethwaite, 09 October 2017, 0 comments. Categories: Advertising, Content Marketing.

The strange tale of how a cartoon prompted McDonald’s to bring back a sauce it discontinued in 1998

For those of you that haven’t seen the widely popular Adult Swim series Rick and Morty, this story is going to seem a little strange.

For fans of the show, McDonald’s recently announced decision to bring back its long dead Szechuan dipping sauce is a victory in keeping with the oddball nature of cartoon.

Rick and Morty follows the dimension-hopping, sci-fi adventures of the titular teenage Morty and his grandfather Rick, a man so smart that he is able to travel through the infinite realities of...

By Colm Hebblethwaite, 03 October 2017, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

Identifying the Achilles heel of successful B2B enterprises

It is ironic that the point of B2B enterprise – offering scalable solutions to provide value – is the very thing that creates distance in their relationships with customers. Audience segmentation, analytics, business systems, workflows… all are set up to be efficient. And all that task-based activity makes it easy to focus on the business’ ‘belly button’ rather than on an actual client.

Many enterprises today find themselves entrenched in existing processes, relying on...

By Lynn Scheurell, 02 October 2017, 0 comments. Categories: Content Marketing, Customer Experience.

How to get the top industry publications to promote your company - for free

There are many different ways to get your company, your products, services and technologies spotlighted and featured in the top publications and web sites that cover your industry. You can buy your way in through newsletter and supplement sponsorships, you can purchase advertising and advertorials.

Another powerful way is through what is often labeled “earned media” – coverage that your information has earned because of its value.

This includes coverage generated by big news – large...

By Mark Shapiro, 29 September 2017, 0 comments. Categories: Advertising, Content Marketing.

Quarter of digital marketers aren’t tracking spend

More money than ever is being allocated to digital marketing budgets, as companies and brands try to launch social media campaigns, publish videos and create content.

But according to research by digital agency Greenlight, only 36% of digital marketers are confident that they are targeting the right audience with their campaigns.

The agency surveyed over 200 digital marketers from across the UK and found that 23% were not tracking their campaign spend at all.

“It is clear that many in the industry are...

By Colm Hebblethwaite, 21 September 2017, 0 comments. Categories: Best Practice, Content Marketing, Social Media Marketing.

European retailers increasingly looking to broadcast-style content

New research by Brightcove shows that a majority of European retailers are increasingly turning to broadcast-style content offerings as the battle for consumer attention intensifies.

The company conducted the research by interviewing 200 retail decision makers and 2,000 consumers across the UK, France and Germany.

81% of the decision makers surveyed were beginning to consider their future as a media company, and 85% already trying to find ways to target consumers in their homes.

61% already offer (while 33%...

By Colm Hebblethwaite, 14 September 2017, 0 comments. Categories: Advertising, Content Marketing.

AI won’t take content marketers’ jobs - it will improve them

Content! Consumers demand it, but it takes so long and costs so much. But what if you had an employee who could create 2,000 articles per second? One who didn’t make typos? Or who didn’t even need bathroom breaks – or a salary?

Content created by an artificial intelligence (AI or neural networks to be specific) may seem like a dream come true to every manager who’s had writers miss deadlines (and even the mark) entirely. Make a few keystrokes, enter some key phrases, and voila: A...

By Ilana Plumer, 13 September 2017, 0 comments. Categories: Content Marketing.

Adapting for success in an age of disruption

Disruption is set to displace four of the top ten organisations across every industry. But how does disruption occur?

How are challenger brands harnessing it to their advantage? And is it possible to spot a disruptor before they start wreaking havoc in your industry?

While the word disruption may be fast approaching cliché, the sentiment behind it is very real. As is the challenge of responding to young brands...

By Liz Deverell-Smith, 11 September 2017, 0 comments. Categories: Content Marketing, Customer Experience, Data-driven marketing.

What can brands learn from the #WalkersWave and Burger King “OK Google” campaigns?

You can’t go very far within the world of marketing and brands without hearing the latest buzzword – personalisation. Everything is about personalisation, and with advances in technology and the use of data, marketing is becoming increasingly personalised and social. Many brands are already making the most of this shift by creating innovative and engaging campaigns which allow consumers to interact with the content.

However, as last week’s National Lottery campaign for the World Athletics...

By Phil Aiston, 23 August 2017, 0 comments. Categories: Branding, Content Marketing, Personalised Marketing, Social Media Marketing.

How uniting marketing and IT can help your company progress

I have a confession: I'm a marketer, but I haven’t always been a fan of marketing. I’d go so far as to say I once liked marketers slightly more than used-car salesmen. Slightly.

Marketers, like many a used car salesman, have the perception of being tone-deaf and “always on.” My perception was no different, and it seems the same was true for Jay Acunzo, a marketer who went so far as to name his blog Sorry for Marketing.

It wasn’t...

By Sean Schroeder, 22 August 2017, 1 comment. Categories: Advertising Technology, Campaigns, Content Marketing.