Getting started on the data-driven content journey: Machine learning models and upskilling SEO

Lee Wilson, head of services and SEO at Vertical Leap, has had enough of organisations putting together elaborate campaigns, content and metrics which ultimately don’t go anywhere. All that wasted effort from businesses who have the right intentions. So what are the biggest mistakes companies can make?

“Fundamentally, this occurs as...

By James Bourne, 18 June 2019, 0 comments. Categories: Content Marketing, Data-driven marketing, Data Science, Search Marketing.

How Sage is using employee advocacy to create a strong voice on social

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...

Netflix and machine learning is one thing - but for the rest of TV, AI is just hype

Artificial intelligence (AI) hype is everywhere. But does AI truly have a place in the TV industry? 

Electronics company, LG, is testing smart assistant integration that could streamline TV interaction, meaning it may soon be time to say goodbye to your remote. When it comes to content, the BBC used AI to create programming; with 

Grad Conn, CXMO, Sprinklr: On changing CMO strategy and the Copernicus effect for customer experience

Grad Conn, chief experience and marketing officer (CXMO) at Sprinklr, is something of a rare breed: a CMO who has been in it for the long haul.

Prior to joining the customer experience management platform last year, Conn spent almost seven years as Microsoft’s US chief marketing officer. Indeed, Conn laughs as he relates the tale of an interview feature...

To Google, or not to Google: Why collaboration is vital for the future digital ecosystem

Opinion In a double clampdown, Google has capped the campaign data available to advertisers and the inventory they can buy — thereby severely restricting their flexibility to deliver successful campaigns to consumers.

Its decision to block use of the DoubleClick ID when transferring data between services has left advertisers in the dark — unable to connect the dots between campaign insights held...

Six killer marketing metrics that really matter: Segmentation and engagement

The life of a digital marketer is rarely straightforward. Whilst other communicators may perhaps argue it’s easier for their digital peers to evidence ROI, those within the world of email marketing, for instance, may be quick to defend their position. Because yes, they have a wealth of metrics at their fingertips, but it can be difficult to know where to start. Death by data anyone?

Focusing only on open and click...

By Adam Oldfield, 03 April 2019, 0 comments. Categories: CRM, Data-driven marketing, Email marketing, S-Commerce, Search Marketing.

The big ‘tech-tonic’ shift: As Amazon begins to break the advertising duopoly – what’s left for anyone else?

Google and Facebook have held a well-documented, vice-like grasp over digital advertising budgets for over a decade, commanding 56% of global digital ad spend in 2018. That’s a fairly lucrative share of a market worth £470 billion. Viewing these figures, it is easy to regard the incumbent digital...

By Eric Visser, 25 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Search Marketing.

Google slapped with €1.49bn EU fine for antitrust in advertising

Google has been fined €1.49 billion (£1.28bn) by the European Commission for breaching antitrust rules for its online advertising services.

The Commission concluded that the search giant had abused its market dominance – exceeding 85% for most of the analysed time period – for favouring its own price comparison results for searches through its AdSense for Search platform.

By James Bourne, 20 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Organic Search, Search Marketing.

Instagram beats YouTube as top influencer platform as brands see rewards for better disclosure

Instagram has topped YouTube as the number one platform for influencer content – with brands heeding consumer interest and moving towards ‘honest disclosure’ of partnerships.

That’s according to new research from Rakuten Marketing. The company, in its 2019 Influencer Marketing Global Survey which polled 3500 consumers and 700 marketers globally, saw Instagram cited by 65% of those polled as where they most...

By James Bourne, 14 March 2019, 0 comments. Categories: Branding, Customer Experience, Search Marketing, Social Media Marketing.

How the increasing popularity of voice search is helping redefine SEO in 2019

Google Voice Search was launched back in 2012, but it’s only been in the 12-18 months that people have really started to sit up and listen. With the introduction of voice assistants such as Google Home and Amazon’s Alexa, voice search has been pushed to centre stage for marketers.

The growing popularity of voice assistants and the increased use of voice search has changed the dynamic of SEO roles. Now, more than ever, we have to think about things such as mobile optimisation, ranking for featured...

By Siobhan Congreve, 26 February 2019, 0 comments. Categories: Content Marketing, Search Marketing.

Going for gold: How The Royal Mint tapped into consumer behaviour

As marketers understand well, driving the path to purchase on any product is far more complex and nuanced than a simple case of ‘find person, show ad and the rest will follow’.

The motivations that drive consumers are intricately layered. Take my recent acquisition of a copy of Pride and Prejudice. I’d recently watched the film and had been considering rereading the novel. That day, I had read an article that told...

By Alessandra Alari, 12 February 2019, 0 comments. Categories: Automation, Case Studies, Search Marketing.

The SEO/data analyst hybrid: Why you should advocate for data-driven decision making in a content-driven field

The digital landscape is continually evolving—and the major search engines regularly roll out new algorithm updates—so SEO specialists have learned to stay flexible and reactive. As the industry inches closer and closer to relying on comprehensive machine learning, data points, SEO professionals must again evolve with the times. Content was king—and in some sense, it still is—but more and more SEO professionals see the writing on the wall and are...

By William Kammer, 30 January 2019, 0 comments. Categories: Data-driven marketing, Data Science, Search Marketing.

Why generation Z will drive the growth of visual search

eCommerce navigation and exploration has remained largely unchanged in recent years, even as retailers have scrambled to pinpoint more effective and personal ways to engage their customers in the process of product discovery.

This is likely why there’s been no shortage of hype surrounding voice search technology, despite ample grounds for skepticism: A recent

How brands need to get to grips with voice search – before the opportunity disappears

Voice-enabled search is here – and if your organisation is not up to speed yet, there may be trouble ahead.

That’s the key finding from a new report by marketing agency BrandContent. The report, which combined analysis with a survey of more than 2,000 consumers, found that while men (28%) are significantly more likely than women (13%) to utilise voice search frequently, more than two in three polled had access to either...

By James Bourne, 07 January 2019, 0 comments. Categories: Branding, Search Marketing, Video & Audio Marketing.

Make solving data fragmentation key for 2019 to deliver a greater customer experience

What do marketers need to do in 2019 to deliver a better customer experience? According to a new industry report, it’s all about ensuring the possibility of conversion at any point in the customer journey.

The study from advertising platform provider Criteo, which polled more than 900 direct response marketers, found – to the surprise of not many – a plethora of applications and accounts marketers have to...

How to find the right Instagram hashtags for every post: A guide

Instagram is a visual-first platform. When you log on, you’ll see image after image of jaw-dropping scenery, drool-worthy dessert, and high-quality pictures of everything you could ever want to buy. The images and videos being shared are the focus, but that doesn’t mean that you can ignore the text altogether.

Hashtags are an important part of that text on both feed posts and in...

By Maria Raybould, 16 November 2018, 1 comment. Categories: Advertising, Search Marketing, Social Media Marketing.

SEO ranking – The factors you need to focus on in 2018

Search engine optimisation (SEO) is not what it used to be. No surprise there, just think of an industry that hasn’t changed over the years. The reason SEO isn’t the same, however, is because the rules and ethics keep changing and are pretty much rewritten every year. It’s not easy to keep up with this and Google like it that way. So, looking at your own website and the results you want to achieve, what gave you a positive return last year may not work at all in 2018.

You will always find...

By Chris Simmance, 22 October 2018, 1 comment. Categories: Organic Search, Search Marketing.

Amazon first port of call for nearly half of online shoppers

The brand website is “losing importance” as a source of information for today’s shopper. Instead, Amazon now dominates as the first port of call.

In a report highlighting the retail giant’s growing monopoly in the world of e-commerce - if that were needed - inRiver surveyed some 6,000 consumers across Europe and found that just one in ten (11 percent) of shoppers will head to a brand’s website in the initial stage of purchase. Just 28 percent turned to a search engine.

Instead,...

By Mark Jones, 18 October 2018, 0 comments. Categories: Customer Experience, E-Commerce, Search Marketing.

Search accounts for half of digital ad spend in first half of 2018, finds IAB UK

Search accounted for half of all digital ad spend in the UK in the first half of 2018, according to the latest Digital Adspend report published by the IAB UK (Internet Advertising Bureau) and PwC.

In total, digital advertising saw a 15% year-on-year increase amounting to £6.36bn. Enjoying the same rate of growth, spend on search advertising amounted to more than half of that (52%), amounting to £3.3bn.

Non-video display spend was next highest at £1.33bn, a rise of 9% on last year’s...

By Mark Jones, 10 October 2018, 0 comments. Categories: Advertising, Search Marketing, Video & Audio Marketing.