How forensic analysis helps understand why a marketing campaign failed

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Like most I never win every bid I present, but as with baseball if you average a hit one out of each three times you are at bat, that .333 batting average will make you a perennial All-Star. You will be above the rest and yet close enough to the top to still go for the gold.

In the last 18 months a strange phenomenon (for me) has occurred. Many of the integrated marketing programmes that I bid on and did not win have been reassigned to me after the programme was assigned to another...

UK marketers must improve effectiveness of their content marketing

UK marketers rated themselves less effective at content marketing this year versus last year, according to the third annual Trends report from the Content Marketing Institute (CMI), produced in partnership with the UK Direct Marketing Association.

As a result it seems marketers are now more focused on content marketing goals than previously, with marketers setting goals and driving efficiency through the setting of concrete objectives.

Goals have also changed. The trends report showed that the percentage of...

By Liz Morrell, 13 December 2014, 0 comments. Categories: Content Marketing, Publishing, Social Media Marketing.

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...

EdgeRank costing publishers millions in lost revenue

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Facebook Edgerank, the social network’s ranking algorithm that displays content based on relevancy, is doing more harm than good to online publishers.

After sampling 30 digital publishers, media intelligence company AdClarity determined that these publishers are the victim of a $350 million shortfall in advertising revenue thanks to Facebook’s algorithms.

The figure stems from AdClarity coupling its own publisher data, that revealed their collective revenue was a...

Google Contributor: Biting the advertising hand that feeds?

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Imagine a world wide web without popups, banners, prerolls and takeovers. As a marketer it is a difficult environment to fathom from a monetisation perspective, but it is a concept Google is investigating with the launch of Contributor.

Think the Adblock browser extension with an added revenue-earning element for sites. Google Contributor is an experiment from the search giant where internet users can pay between $1 and $3 a month to browse a site with no Google ads.

Media real...

By Simon Holland, 21 November 2014, 0 comments. Categories: Advertising, Advertising Technology, Publishing.

Expedia taps into Routehappy API for emotional travel data

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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.

Want to fully understand the customer journey? Get the customer to do it

Picture credit: Journey HQ

Here’s an interesting new mobile app release: Journey HQ is trying to get to the bottom of customer journeys, decision making and buying patterns by getting users to fill in information as they go along.

The USP is simple. Most industry market research never fails to have two ingredients: questions and question-setters. Journey HQ gets rid of both.

Siamack Salari is the creator of Journey HQ, and a long time collaborator on ethnographic testing methods. He firmly believes the...

By James Bourne, 02 October 2014, 0 comments. Categories: Campaigns, Publishing.

Market research is a vital tool in helping brands invest wisely in loyalty marketing

The practice of customer loyalty marketing has become commonplace for many brands. However, by not pushing boundaries it is true to say that apathy can develop among people who feel increasingly less loyal to favored brands. As competition becomes ever more fierce in the battle to win over these customers, it can send them fleeing for cover from the deluge of loyalty tactics. To overcome this, brands have to think smart and focus more on delivering the customer touch points that matter most to their target...

By Maciej Fita, 24 September 2014, 0 comments. Categories: Campaigns, Publishing.

Salesforce announces CRM deal with Omnicom, utilises marketing cloud

Marketing comms provider Omnicom has sealed a deal with cloudy CRM provider Salesforce.com to give Omnicom’s agencies more personalised communications through the ExactTarget Marketing Cloud.

The partnership means companies can ‘connect the dots’ between marketing, sales, communities and customer service, leveraging data from a variety of sources and devices.

“As marketers, you need to be wherever your customers touch your brand,” said Lynn Vojvodich, executive vice president and...

By James Bourne, 23 September 2014, 0 comments. Categories: Advertising Technology, CRM, Marketing Cloud, Publishing.

Evian teams up with Mr Men to create ‘Mr Glug’ brand character

Water brand Evian has teamed up with Sanrio, the Mr Men and Little Miss parent company, to create a brand new Mr Man character – ‘Mr Glug’.

“Mr Glug is a very active fellow indeed,” begins the copy. “His favourite sports include water skiing and roller blading.

“All that exercise makes him very thirsty and the thirstier he gets, the more the colour drains out of him,” it continues. “When this happens, Mr Glug must drink water so that his colour comes...

By James Bourne, 18 September 2014, 0 comments. Categories: Campaigns, Publishing.