Google gives Adwords an omni-channel injection


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...

Six personalised marketing predictions for 2015


2014 has been a huge year for marketing technology, with offline promotional targeting in retail innovating faster than online.

We are seeing a shift in consumer behaviour – the fear of data sharing is diminishing as the awareness of its benefits increase. Our research found that more than half of Britons (58%) say they are not concerned about the amount of data they share with brands, and fewer than a quarter (23%) of 18-24 year olds believing data sharing will be viewed...

By John Fleming, 19 December 2014, 1 comment. Categories: Customer Experience, Mobile Marketing, Personalised Marketing.

What will be the big trends for data-driven marketing in 2015?


In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel,...

Multi-device marketing’s reach moves to embrace wearable users

Advertisers can now tap into the growing market for wearable technology using FitAd, a recently launched wearable advertising platform for fitness and health-oriented brands and publishers.

Engagement on mobile health software is higher than almost all other categories of apps, making it a market ripe for advertisers. Nielsen’s own evidence points to 46 million users of apps averaging 16 uses each month for a period totalling one hour per engagement.


Facebook launches Call to Action functionality for Pages

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Having a call to action has always been at the essence of any good marketing since that is the very point of marketing a brand or product.

Facebook for Business’s announcement, therefore, of a new call to action feature will help Pages drive business objectives further, since that call to action (CTA) can now be achieved simply with the press of a button.

The company is to roll out the new functionality in the US over the next few weeks and worldwide next year. The buttons...

Video overtakes social as most popular marketing channel

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Video’s impressive rise as a marketing channel is one of 2014’s success stories, but its comparative performance with other channels has not been analysed until now.

Personalised digital marketing company Conversant has put together a study that reveals video’s meteoric rise. Media professionals in the US, Germany and France are all utilising video more than social.

In the US and UK, 6% more media professionals used video than social, whereas in Germany the...

Mobile and internet see highest ad spend

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The amount of advertising spend on mobile and the internet has exploded in the last year alone, and such growth will continue, according to research from the Advertising Association/Warc.

The figures showed that internet advertising spend (which includes revenues for online, mobile and tablet) had grown 14.1% between 2012 and 2013 to hit £6.3 billion and is expected to show similar growth over the next two years with overall growth of 15.1% expected for this year.

However of...

By Liz Morrell, 10 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Twitter introduces tailored audiences from mobile apps

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Having already tested the new service on a number of brands, the technology is basically Twitter's version of retargeting based on the previous behaviour consumers. 

Tailored audiences from mobile apps follows the general launch of the tailored audiences ad product this time last year. Tailored audiences allowed advertisers to reach audiences that had shown interest in a brand or category. It benefited advertisers by working outside of Twitter.

With this new addition,...

Native advertising benchmarks shows users consume more on the move

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After serving more than one billion native ads on mobiles for publishers ranging from the Washington Post to Associated Press Polar claims to know a thing or two about native advertising on mobile and has revealed the figures to prove it.

The company has announced a series of 20 benchmarks on native advertising on mobile, as well as the reach of more than three billion when all devices are taken into account, that measure mobile native ads...

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.