Google on top again as search beats social on referral traffic

According to research by content marketing platform Shareaholic, search outpaced social in the percentage of overall traffic that it delivered in 2017. This reverses a trend of social dominance that began in 2014.

The analytic platform looked at externally referred traffic from over 400 million internet users and 250,000 mobile and desktop sites. A year ago site visitors were more likely to be referred from social networks, but search seems to have made a comeback in 2017.

Search drove 35% of site visits in...

By Colm Hebblethwaite, 01 March 2018, 1 comment. Categories: Search Marketing, Social Media Marketing.

How can marketers adapt to the recent Facebook algorithm changes?

Following Mark Zuckerberg’s personal post on Facebook’s recent newsfeed changes, the social network’s share price fell as much as 6.1 percent.

With Facebook’s key advertising space for brands reverting back to its original purpose (actual, personal news from friends and family), the brand marketers who have relied on in-feed advertising to drive traffic and revenue must now reconsider how to engage with audiences through this pillar channel.

But more than anything, organisations must...

By Marielle Habbel, 27 February 2018, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

UK small businesses planning to increase marketing spend in 2018/19

The average UK SME owner will be putting around 16% of their 2018/19 on marketing, according to a study by performance marketing network affilinet.

The company polled 1,394 SME business owners in the UK who had set up their business in the last five years. Half of them were planning to up their marketing spends as a direct result of seeing their competitors get high levels of return on their own spending.

32% of respondents said that their plan to increase marketing spend was the result of a successful year...

By Colm Hebblethwaite, 19 February 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

Twitter posts its first ever profitable quarter

Twitter’s shares jumped over 20% on news that the social media company returned to revenue growth after reporting its first-ever profitable quarter.

The company’s performance in the last three months of 2017 brings a positive end to an otherwise difficult year. The company instituted a number of changes aimed at making it more competitive with regards to advertising.

The company, which has long trailed being Google and Facebook in terms of building a userbase and advertising revenue, brought in...

By Colm Hebblethwaite, 08 February 2018, 1 comment. Categories: Social Media Marketing.

Snapchat quarterly figures break losing streak

Snapchat has reported quarterly sales and user growth for the first time since going public in March 2017.

The news that the beleaguered social media company had soundly beaten Wall Street’s estimates sent its stock rocketing by over 20% on Tuesday. This was the closest the parent company, Snap, has come to topping its IPO price of $17 since July 2017.

The centrepiece of the positive results was a 72% jump in sales from this time last year to $286 million. This was heralded as a vindication of the...

By Colm Hebblethwaite, 07 February 2018, 0 comments. Categories: Social Media Marketing.

Marketing an ICO: cryptocurrencies, influencers and indaHash

The term ‘ICO’ or initial coin offering burst into the collective consciousness in a big way in 2017. The funding strategy went from being a novel idea thought up in the cryptocurrency and blockchain space to a way for companies to raise millions of dollars in a matter of hours.  

With the money raised through ICOs in the last year rocketing to over

By Colm Hebblethwaite, 06 February 2018, 0 comments. Categories: Case Studies, Social Media Marketing.

Facebook users spending less time on the site as revenue grows

Facebook’s newly released figures for Q4 2017 show that revenue came in well above analyst expectations at $12.97 billion. The consensus projection was that sales revenue would come in at $12.6 billion.

Mobile ad revenue accounted for around 89% of the social media giant’s total ad sales for the quarter.

The number of monthly active users rose 14% to 2.13 billion, which was a slightly lower rate of growth than the previous quarter. The company cemented itself as the world’s second largest ad...

By Colm Hebblethwaite, 01 February 2018, 0 comments. Categories: Advertising, Social Media Marketing.

The thrilling highs and chilling lows of piggyback content

Piggybacking is an old staple in a content marketer’s toolkit. I’m sure most of us can think of some truly inspired, ingenious and downright hilarious examples of brands tying their names to events, popular culture or trends to ‘piggyback’ on their popularity.

When a brand gets it right, it can work brilliantly, showing your business is topical and relevant and bringing out your personality and sense of humour. But when a brand gets it wrong, it can be absolutely...

By Claire Wilson, 29 January 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

The perfect partnership: when AI and machine learning meet marketing

Marketers have found themselves in an industry that’s always on its toes. There are more social media platforms than ever before. And, while they might present more opportunities to reach your audience, they also mean a lot of other voices to compete with. It’s never been such a flooded market to get a voice across in.

On top of that, consumers understand tech more than ever before. They know when they’re being marketed to, but will only tolerate that marketing if the subject matter and...

By Akhilesh Ayer, 22 January 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

Instagram cements its place as an influencer marketing hotspot in 2017

 

Influencer marketing really came into vogue in 2017. While the principle of utilising famous people to sell your products is nothing new, the concept has undergone a major evolution in the last few years as it merged with social media.

Instagram has positioned itself right at the heart of this growing section of digital marketing. As a mainly picture-based network with around 800 million users (as of September 2017),...

By Colm Hebblethwaite, 16 January 2018, 1 comment. Categories: Advertising, Social Media Marketing.