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.


IAB claims full viewability measurement is not possible


Full viewability measurement of digital advertising is not yet possible according to the Interactive Advertising Bureau (IAB). The claim comes only a couple of weeks after analysis from Google’s tracking metric for viewable ads showed that more than half of all served ads are not measured viewable.

The IAB has published a new positioning paper that makes the claim called the State of Viewability Transaction in 2015, which aims to offer guidance to the digital media and...

By Liz Morrell, 17 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Personalised Marketing.

How shame and guilt can be used to your advantage in marketing

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There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

The key point is that, though both are negative emotions, the effects they have are different. Consumers who feel ashamed are best targeted by campaigns which offer a...

By DaHee Han, 10 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns, Customer Experience, Personalised Marketing.

Yandex offers to turn enterprise big data into strategic insights

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Search engine Yandex is giving enterprise businesses the chance to use its machine-learning technologies to transform unstructured data into valuable insights.

With Yandex Data Factory, enterprise companies can manipulate big data to boost sales, make their business more cost efficient, predict product demand and overhaul any audience targeting technology they currently use.

Yandex Data Factory is based on MatrixNet, the firm’s machine-learning technology, which deciphers...

By Simon Holland, 10 December 2014, 0 comments. Categories: Automation, Big Data, Data-driven marketing, Data Science, Personalised 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,...

Five ways to make contextual data work for you this Christmas

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Many retailers seem to be oblivious to the role e-commerce and specifically contextual marketing is set to play in Christmas spending this year, with 40% of physical sales digitally influenced and click-and-collect almost doubling to £2.5bn, boosting sales over the festive season to £42.2bn, according to new research by Deloitte.

If you are a retailer, this time of year signals the start of a high-volume, high-stakes opportunity for your business and one in which your...

Marketers: Are you scientists or artists?

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If you search for “marketing degree” in Google, you will find that there is a lot of confusion around whether the discipline is an art or a science. At some Universities like Essex, Portsmouth, and Worcester, the degree qualifies as a Batchelor of the Arts and yet, at other establishments such as Newcastle, Bournemouth and Lancaster, you can earn yourself a Batchelor of Science.

This divide in a marketer's beginnings are amplified once in the profession. Many would...

Could Google for kids do the marketing industry more harm than good?

The news that Google for Kids is now in the development pipeline for the tech giant has generated quite a bit of controversy today. But Google itself was expecting this.

In effect Google for kids - its plan to develop child specific versions of tools such as search, YouTube and Chrome – will create a whole new marketing demographic and enable website owners to better track who is looking at their sites when.

The information this could, in theory, provide advertisers with is huge. Whether brands would be...

By Liz Morrell, 05 December 2014, 0 comments. Categories: Organic Search, Paid Search, Personalised Marketing, Search Marketing.

Avoid these seven cardinal sins of conversion at all costs

Getting traffic to your website is only half the battle, it is what you do with it once it is there that counts. If you are finding that you have a very high bounce rate and people are simply not interacting and converting on your site then you may be committing one of conversion’s cardinal sins.

1. Lust

This burning desire often occurs when there is a product that you simply cannot live without. Realistically this is what your conversion needs to be highlighting. This is the cardinal sin you need to be...

Argos rolls out digital receipts to nail down its single customer view

Consumers have been promised a paperless world for years and yet still happily accept paper receipts at checkout – stuffing them into a bag or wallet where they inevitably get lost or damaged. Yet digital, emailed receipts offer not only a better way for customers to manage their purchasing history, but also a more singular view for retailers of what, where and how their customers are shopping.

It is something Apple has been doing for some time but the news last week that Argos has become the first...

By Liz Morrell, 03 December 2014, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Personalised Marketing.