Print vs mobile ads: Which is best for engagement and recall?

Picture credit: iStockphoto

Mobile and print-based advertising may serve to slightly contrasting audiences, but there are similarities in how the readers of each platform react to marketing.

In a bid to challenge the view that platforms drive behaviour rather than content, News UK Commercial performed a study examining the differences between how readers of the paper-based version of The Times compared to those that engaged with the mobile edition.

News UK reported that memory coding, the first step brains...

By Simon Holland, 17 November 2014, 0 comments. Categories: Advertising, Data-driven marketing.

Expedia taps into Routehappy API for emotional travel data

Picture credit: iStockphoto

Routehappy’s Score & Happiness Factors API has been adopted by travel comparison website Expedia, the two companies have announced.

The agreement lets Expedia add new search functionality into its site that can filter results around seat layout, seat type, equipment type, entertainment, power, wifi and other happiness factors down to the specific airline, sub fleet, and cabin level.

It all stems from Routehappy’s Flightmatch algorithm that matches airline product...

By Simon Holland, 11 November 2014, 0 comments. Categories: Campaigns, Data-driven marketing, Publishing, Social Media Marketing.

Opus Research Report; Using Big Data to Improve Multichannel Customer Care

This report explains how companies that apply Big Data and Predictive Analytics can:

  • Orchestrate better business outcomes
  • Support omnichannel conversations
  • Better assess risks and detect new business opportunities

The Opus report grades the predictive analytics offerings of nine leading vendors based upon their ability to apply predictive analytic models of ongoing conversations across multiple channels, the ability to adapt using machine learning, and having well-engineered action-oriented outcomes.

By Richard Potts, 10 November 2014, 0 comments. Categories: Data-driven marketing.

Mining for gold: 5 ways marketers can get the most from their big data projects

Marketers were among the first business groups to see internal (and external) data resources as a goldmine waiting to be exploited rather than a difficult-to-manage constraint. They have been quick to understand the value of getting immediate insight into customer behaviour as and when required to be able to influence how consumers act at the point-of-sale. At the same time, they want to analyse vast volumes of data quickly to drive the analysis and segmentation of different groups and achieve more accurate...

By Yves de Montcheuil, 05 August 2014, 0 comments. Categories: Branding, Data-driven marketing.

Death to ROI: Rethinking your marketing strategy

Marketing is all about results. At the end of the day, the whole point of marketing is to drive sales, right? If your company isn’t getting sales, then your marketing strategy isn’t working.

Consequently, marketers are taught to focus on ROI, or return on investment. The thinking goes, if you’re spending x amount of dollars on your marketing campaign, and you get y amount of dollars in sales back, then you can calculate your ROI. If you’re looking for the...

By GrassRootsMarketing, 01 August 2014, 5 comments. Categories: Data-driven marketing.

Pegasystems CEO Alan Trefler: New era of customers represents serious test for brands

“A lot of companies across the globe are going to die over the next few years, and not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.”

The opening line of Build for Change, written by Pegasystems CEO Alan Trefler, is pretty strong stuff. Trefler’s view is simple: enterprises need to reorganise their customer engagement strategy, or they’ll not be long for this world.

Why is this? Two words: generation...

By James Bourne, 24 July 2014, 0 comments. Categories: Campaigns, Data-driven marketing, Data Science.

What to spend where? Making sense of marketing attribution

“Half of my marketing works,” the old saying goes, “I’m just not sure which half.”

Therein lies the problem that marketing attribution seeks to address. But successful attribution is trickier than the quote above suggests. The fragmentation of channels across an ever-growing digital landscape means that marketing efforts are rarely split in half (or thirds, or quarters); gone are the days of picking between newspapers and radio or TV and billboards. 

Over...

By David Cole, 04 July 2014, 1 comment. Categories: Advertising, Attribution, Campaigns, Commerce, Data-driven marketing.

Viewability: How does it impact your ad campaigns?

Digital advertising platforms are vital in aiding marketers to target their specific audiences across the various digital media channels. They help marketers roll out tailored content to individual demographics at the opportune moment. It’s no wonder that such promises appeal to marketers – especially since consumers are spending more and more time on these digital channels. But can they deliver on their word?

According to recent research by comScore,

By Martin Brown, 25 June 2014, 0 comments. Categories: Advertising, Attribution, Data-driven marketing.

Why Apple bought Beats for the consumers’ brains, not their headphones

“Algorithms can’t do the job alone,” Jimmy Iovine, ex-CEO of Beats and newly minted Apple executive, said when talking about how the alchemical arithmetic that determine Google’s search results, Facebook’s newsfeed, and the ads served along with them, works to a point but getting any better needs the consumer’s active involvement.

Marketers of all ilks - but especially those in the mobile and online space - would be wise to heed Iovine’s words. Treating online...

Why mobile analytics is overtaking web analytics

“Mobile has won” – Eric Schmidt, Google Executive Chairman

Mobile Take-Off

As the mobile and tablet market and sales has performed better than the PC market in the past year, the near future as predicted by Eric Schmidt saying that everyone will own a smartphone is becoming a reality.

Mobile use is on an unstoppable rise and recent reports state that mobile traffic contributes to circa 15% of all internet traffic. Due to the rise of mobile, mobile analytics have also had to become more...

By Alon Even, 20 May 2014, 0 comments. Categories: Big Data, Data-driven marketing, Web Analytics.