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.

‘Project Dragonfly’: Google's rumoured censor-friendly launch in China

It’s common knowledge that Google, as present as it is in our daily lives, does not enjoy the same ubiquity in China, and hasn’t done for eight years.

Leaked meeting minutes from the corporation, however, suggest that could be about to change.

Codenamed ‘Project Dragonfly’, the search giant is allegedly in the midst of a bid to launch in China in an iteration that would play ball with Beijing’s hardline censorship policies.

According to a transcript from a meeting led by...

By Mark Jones, 10 October 2018, 0 comments. Categories: Advertising Technology, Best Practice, Organic Search, Search Marketing.

Google+ finally ‘sunsetted’ for consumers following data privacy breach

Not quite the dignified end we would have expected for Google’s long-ailing social network, Google+ is finally being closed down following a software breach that left hundreds of thousands of users’ private data exposed.

Up to 500K users were allegedly affected by a software bug in the Google+ API, which meant data that people had believed to be private was made accessible to third parties.

According to an internal memo at Google published by the Wall Street Journal, the search giant had been...

By Mark Jones, 09 October 2018, 0 comments. Categories: Best Practice, Search Marketing, Social Media Marketing.

Forget AR: Visual search will be the hottest e-commerce tech among millennials

It’s been a big week for visual search.

In a partnership with Amazon, Snapchat announced it was testing a new tool allowing users to take a photo of a product or barcode and, if recognised, launch an Amazon product page to learn more and (hopefully) make a purchase.

On 20th birthday week, meanwhile, Google announced the integration of its AI-driven Lens into...

By Mark Jones, 27 September 2018, 0 comments. Categories: Advertising Technology, E-Commerce, M-Commerce, Search Marketing.

Advancing the integration of digital discovery into the mainstream retail experience

As another busy summer winds down, retailers are preparing for those consumers that hit reset on certain aspects of their life by making thoughtful changes to their routines. People often think of this particular time of the year as going ‘Back to Life’ and an ideal time for starting fresh habits and making new purchasing decisions. It’s also a mindset that retailers can leverage beyond the usual back to school push.

We continue to see the gap between online and offline shopping close as...

By Amy Vener, 30 August 2018, 0 comments. Categories: Branding, Search Marketing, Social Media Marketing.