How to embrace the growing appetite for video content

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Do you remember the days when you actually had to read something to get the message? In today’s world it is the visual medium that is becoming the way to communicate whether that is through video or pictures.

The trend to capture life through imagery rather than words is feeding through to advertising too and forcing marketers to rethink how they communicate with their customers.

But it is Facebook that is proving one of the biggest mediums for communicating via video. As...

General Motors extends agile marketing to the connected car

US-headquartered General Motors has announced a new product called AtYourService, through its OnStar subsidiary, that lets retailers and merchants target drivers with contextual marketing and promotions.

It was only a matter of time before car manufacturers made it possible for advertisers to target drivers with marketing and General Motors has been the one to blink first.

General Motors has already partnered with several third-party companies including performance marketing publisher RetailMeNot for coupons...

Google gives Adwords an omni-channel injection

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Search company Google has announced that it will soon be rolling out AdWords improvements to better measure in-store visits in the Estimated Total Conversions (ETC) tool.

In an effort to assist marketers with targeting the increasingly complex paths to purchase that consumers take, Google is letting advertisers link AdWords with My Business to get more insights on search campaigns.

When announcing the new AdWords feature on its blog, Google explained how brick and mortar still had a...

China’s digital media companies reeling in their US rivals

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US-based digital media companies are being caught by their Asian counterparts as more evidence of China’s high growth emerges in the latest Digital Media Index from research firm Strategy Analytics.

While there is unlikely to be a seismic shift in online media spend from west to east anytime soon, there is a feeling of inevitability about China’s emergence as an digital media superpower.

With Baidu and Tencent, Strategy Analytics reports that China boasts two of the six...

By Simon Holland, 09 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Commerce, E-Commerce, M-Commerce.

Educating consumers about Apple Pay will benefit marketers

Apple Pay is still a baby that is barely weeks old and still available only in the US, but its potential as yet another way of helping marketers reach consumers in bricks and mortar stores is huge.

Add in the possibilities to also link the payment functionality with Apple’s advertising platform iAd to enable consumers to buy products seen in mobile ads and the potential is great still.

So how is actual take-up faring? As yet another payment option for customers – where many have already tried...

By Liz Morrell, 08 December 2014, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Asda and Starbucks prove mobile advertising can drive footfall as well as click-through rates

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Online and mobile advertising have traditionally focused on click-through rates and online traffic but, as retailers become more aware of the need to provide an omnichannel rather than single channel experience, that is changing. 

Mobile advertisers are realising that the fact that their customers are shopping both online and instore – and more importantly using their mobiles within the physical store environment – means that they can target advertising to drive...

Counting the cost of Black Friday as crowds swarm retailers

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So Black Friday is upon us and the marketing hype has done its job it seems as even before 6am this morning there were reports of crazed scuffles for bargains and retail websites crashing under the strain. 

But the real question has to be what will the true cost of Black Friday be? Everyone loves a bargain, especially before Christmas when you can make the excuse that you are buying presents. Of course whether Aunt Maude actually wanted a 40-inch television is another matter....

By Liz Morrell, 28 November 2014, 0 comments. Categories: Advertising, Campaigns, Commerce, E-Commerce, M-Commerce, S-Commerce, Social Media Marketing.

Financial sector reaping the rewards of mobile content

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For finance customers the move to mobile has been hugely beneficial – allowing customers to manage investments, personal banking, payments and account transfers on the go.

The fact that the trend shows little sign of abating – with new technologies such as mobile wallet and proximity payments becoming increasingly important - is a marketing technologists dream since users are engaging more heavily than ever with finance content on mobile.

A new report published this...

By Liz Morrell, 27 November 2014, 0 comments. Categories: Commerce, Content Marketing, M-Commerce, Social Media Marketing.

Digital commerce has impulse buying on the ropes

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Modern shoppers are making more stops than ever before on their route to purchase, with Rakuten Attribution reporting that visits to the same store prior to a conversion have tripled in the last four years.

Rakuten Attribution’s Measuring the Modern Shopper white paper found that consumers make nine and a half visits to a retailer’s site before deciding to buy, rising from three and a half in January 2010.

The study reinforced a survey from professional services company...

By Simon Holland, 25 November 2014, 0 comments. Categories: Attribution, Commerce, Data-driven marketing, E-Commerce, M-Commerce.

Spreadshirt CEO Philip Rooke on how to make wearable tech work

Philip Rooke, the chief executive of Spreadshirt, is an opinionated man. He believes five years will pass before people make “real money” out of wearable technology, as well as thinking that Amazon’s drone delivery service is “going to be near impossible to make a reality.”

Yet his interest in wearable technology goes beyond the commercial. As a long-time user of Fitbit, Rooke believes the ‘hype’ around wearable tech is...

By James Bourne, 14 March 2014, 0 comments. Categories: Campaigns, M-Commerce, Wearables.