Six key ways to distribute your content and grow your following at the same time

If you’re a leader in business, you’re probably not enamoured by social media. Sure, you’ve got accounts on LinkedIn and Twitter that an assistant or a member of your marketing team maintains, but you’re not too active there personally. You don’t have many followers, but you don’t mind; you have bigger things to worry about than who’s reading your tweets.

Too many leaders shy away from social because they see it as “kid stuff” or a time suck that has no place...

By John Hall, 11 April 2018, 0 comments. Categories: Content Marketing, Publishing, Social Media Marketing.

Convergence communiqué: Designing your story based on media and message (part two)

Are you watching The Crown, a biographical series on Netflix about the reign of Queen Elizabeth II of the United Kingdom? Wrapped within this historical story, there is a marketing lesson to be learned.

Even the most steadfast, traditional “brands”, such as the British Royal family, need constantly to review their messaging – without being blinded by preconceived internal and external beliefs – and to understand how their messaging is being perceived and viewed by the end users, in this case the...

By Thaddeus Kubis, 06 February 2018, 0 comments. Categories: Content Marketing, Customer Experience, Personalised Marketing, Publishing.

Consent and security: GDPR in the adtech ecosystem

GDPR will come into effect on 25 May 2018, representing the biggest change to data protection across the EU in a decade.

Talking to a lot of advertisers, you could be forgiven for thinking that the sky is falling. But there’s a light at the end of the tunnel, and the change does represent significant opportunities for companies smart enough to take them.

Tiffany Morris is General Counsel & Vice President of Global...

By Colm Hebblethwaite, 06 February 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Programmatic, Publishing.

Media intelligence: understanding the true meaning of press coverage and social sentiment

Today, organizations have more data at their fingertips than ever before and it’s influencing how they conduct business across the board. From identifying new product opportunities to potential new customers, data is becoming increasingly essential in both business and marketing efforts.

However, this rapid influx of information can be a double-edged sword making it essential to identify and analyze the right type of information. Communicators are now faced with the complex challenge of not only...

Convergence communiqué: Designing your story based on media and message (part one)

“Once upon a time…” That is how most stories begin – and many of the stories that began with those four words are fairy tales, fantasies, or make-believe narratives. Some, however, are based on true events.

What about your story? How would you define your business story? A fairy tale? A fantasy? An autobiography? Fiction, non-fiction, sci-fi, biz-fi… or none of the above?

The correct answer to this question is determined not by how you define your story, but by how your client...

Building the consumer relationship for brands and publishers: It’s all a question of trust

Recent research from Reuters reveals most people don't trust the mainstream media and are even more suspicious of social media.In addition, research from Rakuten Marketing suggests people increasingly see advertising as being linked to fake news and mistrusted content.

Whilst lack of trust is damaging the relationship between consumers and brands, 

By Jon Cornwell, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Customer Experience, Publishing.

Payment issues affect majority of affiliates and publishers

A survey by payment automation company Tipalti of 150 publishers and affiliates has found that the majority have faced some form of payment issues with an advertising network.

69% of respondents are currently ready to drop an advertising network, or have already dropped one, due to problems with payment.

Publishers and affiliate marketers operate in a competitive and crowded marketplace, where there are over 500,000 different media buying destinations for advertisers. This also means that publishers are...

By Colm Hebblethwaite, 13 July 2017, 0 comments. Categories: Advertising, Publishing.

Do people trust brands more than their friends online?

Traditional publishers are the most trusted source of online content, according to Outbrain.

The premium content company asked people who they trust most online and how this affects their purchasing decisions. They found that people often trust content posted by brands more then that posted by their friends.

The survey of over 1,000 UK consumers found that 34% of time online is spent consuming content that the individual did not set out to find.

What does this mean? Outbrain believes it highlights the...

By Colm Hebblethwaite, 29 March 2017, 0 comments. Categories: Native Advertising, Publishing.

Digital publishers optimistic for the next year

Board member confidence on financial prospects improved in Q4 2016, according to research by Association of Online Publishing (AOP) and Deloitte.

Growth forecasts increased for the 12 months from December 2016, accompanied by a 28% rise in sponsorship revenue.

Publishers have shifted their focus away from cost reduction initiatives towards growing revenue through non-advertising services.

This has lead AOP board members to increase their growth forecasts to 6.4% in Q4 2016, up from 4.8% in Q3 2016.

Display...

By Colm Hebblethwaite, 28 March 2017, 0 comments. Categories: Publishing.

Bridging the gap: CMO vs CFO

As marketing spend hits new highs, CFOs demand greater insight into ROI. With very different measures of value, there are huge opportunities for conflict between marketing and finance.

Where is the common ground? 

With a background as both CMO and CFO for organisations such as eBay, and now CFO for Optimizely, I like to think I’m uniquely placed to understand how best to overcome the natural tension between finance and marketing. 

In fact, consensus is not only possible, it is essential.

CMOs...

By David Schwarzbach, 27 March 2017, 0 comments. Categories: Best Practice, Publishing.

Enabling creativity: Collaboration technology at its finest

(c)iStock.com/STILLFX

In the UK the creative industries contribute £84.1 billion to the economy. To put that into perspective, they are growing almost twice as quickly as the rest of the economy. With this exponential growth there is an increased focus on productivity and efficiency — particularly as deadlines become tighter and budgets more constrained.

Time wasting in any industry can be a death knell for bottom lines, but...

By Jan Willem Brands, 03 October 2016, 0 comments. Categories: Best Practice, Publishing.

Why high impact advertising is the jewel in the marketing crown

(c)iStock.com/studiocasper

In the battle to capture a few seconds of consumers' fleeting attention spans, there is a key weapon that should be part of your marketing armoury: high impact digital advertising.

High impact does exactly what it says on the tin – it captures attention, builds an emotional connection and invites interaction. In fact, research shows that high impact ads have a 40 per cent higher overall likeability than standard display and are 78 per cent more likely than standard display ads to...

By Rob Garber, 29 September 2016, 0 comments. Categories: Advertising, Advertising Technology, Publishing.

How to survive the Facebook algorithm change

(c)iStock.com/Prykhodov

In the last few months, Facebook announced that it is changing its algorithms so that users would see fewer posts from publishers and more posts from friends and family.

The publishing industry’s reaction to this has been understandably mixed; some feel slighted while others remain optimistic.

Facebook drives more traffic to publishers than Google, accounting for 38.2% of traffic last year. In the first month alone, almost every major news outlet has seen a double-digit declines...

By Todd Garland, 23 September 2016, 0 comments. Categories: Publishing, Social Media Marketing.

RedPoint's marketing platform now allows you to connect to IoT devices

(c)iStock.com/Highwaystarz-Photography

New tech is emerging all the time. From the advent of television to the desktop PC, marketers have had to adapt their style to suit how consumers were interacting with media for decades now. 

And that lifecycle is continuing. We are - or should be - past the age where marketers are figuring out how to engage an audience via smartphone, tablet and personal devices. But the next phase of tech, including internet of things (IoT) devices, will of course throw up...

By Rachael Power, 20 September 2016, 0 comments. Categories: Advertising Technology, Publishing.

The role of print marketing in a digital world

(c)iStock.com/RoBeDeRo

Over the last 10 to 15 years, technology has drastically changed workplace attitudes and processes. Mobile devices, CRM systems, cloud computing and big data have all left their marks on the way we work, run businesses and ‘do’ marketing.

According to McKinsey, technology drives business value in four ways, by enhancing connectivity, automating manual tasks, improving decision making, and innovating products and services.

With advancements in digital printing, corporate...

By Christian Sæterhaug, 15 July 2016, 0 comments. Categories: Advertising, Publishing.

Why publishing brands need to transform to survive

Not so long ago, we witnessed the demise of a new, print-only national newspaper, The New Day. It struggled to attract the readership levels that it required to make it financially sustainable and subsequently had a short-lived lifespan of only nine weeks.

There’s no doubt that we are living in the age whereby maintaining revenues from printed media is no easy feat, so the question here is whether it was misguided to attempt to launch a print newspaper at a time when almost everything is...

By Stephen Morgan, 04 July 2016, 0 comments. Categories: Publishing.

Why the digital marketing sector will survive Brexit

Daniel Reilly, co-founder at marketing analytics and call tracking solution provider Ruler Analytics takes a look at how the digital marketing sector will be affected post Brexit.

Here at Ruler Analytics, we were disappointed with the outcome of the referendum and saddened by the UK’s decision to leave the EU. As a business operating within an industry that transcends borders, we have felt the invaluable support that the international business community has lent to the...

By Daniel Reilly, 27 June 2016, 0 comments. Categories: Advertising, Publishing.

What does Brexit mean for the marketing industry?

(c)iStock.com/Bee-Individual

It’s a very straightforward question but one that is difficult to answer, particularly as the dust is nowhere near settling. We probably won’t know with any accuracy for months, even years.

Financially

Despite that, some things have happened which give us directional insights and reinforce that the main impact will clearly be finance-related. Shares in major advertising and media companies including the likes of WPP and ITV took a major hit, before rallying slightly,...

By Anant Joshi, 24 June 2016, 0 comments. Categories: Publishing.