Like cigarette smoking, social media use has proven to be addictive. Yet it’s much easier to say “no” to nicotine than to eschew all online chatter. The world runs not just on designer juices and caffeinated everything but on real-time news, analysis, and...

More marketers than ever are using video as a marketing tool, with the number rising from 63% in 2017 to 87% in 2019. This is unsurprising when you consider that research has found that viewers retain 95% of a...

If you manage your company’s social media accounts today, it is no longer sufficient to send a fun tweet here or a cheeky Facebook post there. Social has become a key benchmark of customer experience; a treasure trove of data ready to be mined. Yet it can also be a living nightmare if you get on the wrong side of Random Internet Strangers.

So what’s a marketing manager to do in the spare time they have from juggling a zillion...

Last week, Kim Kardashian West - perhaps the ultimate influencer - put digital ink to silicon and tweeted forth. Yet this wasn't quite a case of affirmation-brought-to-you-by-X. The socialite had visited Jack in the Box and wished for a discussion about the experience "pronto." Underneath, rival fast food brands, from Burger King, to Wendy's, to Steak-umm, were queuing...

To personalise, or not to personalise? Even though it's phrased as a question, personalisation may seem more of a proclamation today - and while only half of consumers are actively signing up for a personalised experience right now, the numbers are only going to go up.

The latest study from Periscope By McKinsey, which polled more than 2000 consumers spread across France, Germany, the UK and the US, found brands who were already trusted by users were more likely to be given permission to personalise. Yet...

Any business that wants to be successful needs to know which marketing techniques are effective to their customers, members and target audience. Without this knowledge, it’s impossible to know whether your marketing campaigns are effective or if they are simply wasting your time and money.

Which means that campaign tracking is a fundamental part of digital marketing reporting, and if you’re not doing it, or doing it incorrectly, then you may end up using your budgets for activity that...

The majority of marketers (84%) have agreed that demonstrating the ROI from working with influencers is the foremost priority for brands. However, marketers are still finding it a challenge, with 22% saying that proving the ROI of influencers has been their toughest challenge.

As influencer marketing grows and becomes embedded into the marketing strategy of brands, understanding how to achieve the best ROI is crucial to justify budget spending to...

Opinion The cult of fame has moved from the broadcast world of movies and soap stars to the digital world of social media personalities in no time at all. Instead of films grossing millions at the boxoffice because of a sought after star, now it’s influencers making megabucks in promotional fees based on their follower numbers. Especially for the under 30s.

These changes go far beyond the social media...

The influencer marketing ecosystem is one where a fine line needs to be trodden – as Philip Morris has found out to its cost.

The tobacconist announced earlier this week that it was suspending its social media campaigns after a Reuters investigation found one of the key influencers engaged for a new ‘heated tobacco’ device campaign did not fulfil the company’s internal standards and regulations.

The concept of health when it comes to technology usage is an ever-increasing one – and one where users, brands and vendors need to be equally mindful.

Much of the conversation tends to focus around social or smartphone ‘addiction’, and in particular its effect on younger minds. Yet research on the topic argues that things are a little more complicated. The