Why the obsession with an influencer’s reach is over – and where to target instead

With new opportunities, such as Instagram’s branded content ads and shoppable posts, the influencer space is changing rapidly. Vamp hosted a survey with 124 marketers to find out how they collaborated with influencers, what they prioritised and where they had found success. The results showed that the biggest changes in influencer marketing hasn’t been the hiding of likes or cracking down on fake followers, it’s the monumental shift in marketers’ priorities.

By Aaron Brooks, 27 February 2020, 0 comments. Categories: Campaigns, Influencer Marketing, Social Media Marketing.

The Domino’s effect: New personalised advertising campaign sees tenfold return

Anyone can claim they have become a technology company, regardless of their industry, but for Domino’s Pizza, when the company’s mission changed more to delivering pizzas, rather than creating them, it really was the case.

With a mantra to ‘outsmart rather than outspend’, the company’s latest initiative has proven wildly successful. A recent personalised display advertising campaign in the UK...

Why project management and communication are the secret weapons of successful agencies

Sometimes, working in silos is essential — especially in an agency, where certain teams handle certain clients. If team members aren’t on the Coca-Cola account, they don’t have to go to the Coca-Cola budget meeting. However, silos can do more harm than good when it comes to collaboration between colleagues and teams. If you aren’t careful, they can impair healthy communication.

By John Furneaux, 20 January 2020, 0 comments. Categories: Best Practice, Campaigns, Data-driven marketing, Social Media Marketing.

MarketingTech 2019 year in review: Influencer regulations, CMO battles, and social change

2019 in digital marketing, through the reporting eye of MarketingTech, has seen something of a two-pronged approach. While the exploration of emerging technologies and their use cases, from voice search to AI to blockchain, continues, it has been tempered with a more measured and nuanced focus.

While this publication found plenty of column inches to tell the stories those making the most of their technological bets this year, from

On Black Friday, try showcasing your values instead of slashing your prices

This Black Friday, French cosmetics startup Typology won’t make a single euro cent in profit. That’s because instead of slashing prices and scrambling for customers, the company is launching a campaign called “#BlackForGood”, donating its profits to environmental charities. “This campaign is intended to be...

By Fred De Gombert, 27 November 2019, 0 comments. Categories: Advertising, Branding, Campaigns, Content Marketing, Ethical Marketing.

Gartner finds UK marketing budgets are on the slide – but optimism for the future

Analyst firm Gartner has put together something of a gloomy series of missives around the digital marketing sector in recent months – and its pessimistic look on UK marketing budgets released today is no different.

The company’s 2019-2020 CMO Spend Survey has revealed UK marketing budget allocations are overall ‘significantly’ behind their US counterparts. Yet while spend is cooling off in certain areas,...

By James Bourne, 25 November 2019, 0 comments. Categories: Advertising Technology, Campaigns, CMO.

For cybersecurity marketers, a sense of clarity is desperately needed

Security marketers are all battling to differentiate the problem they are solving and how the solution or service they provide helps to solve that problem better than anyone else. Driving home this latter point isn’t always easy given how crowded the enterprise security stack is today.

According to CSO, the...

By Claire Trimble, 15 November 2019, 0 comments. Categories: Best Practice, Branding, Campaigns, Ethical Marketing.

Demystifying influencer marketing: How brands can build relationships with a data-driven culture

When it comes to the practice of working with influencers, I come across a lot of fear and caution amongst marketers. Whether it’s the fear of influencer fraud, uncertainty around how to measure results, or an inability to understand the impact of their investments, people remain wary.

Yet, influencer marketing is one of the highest potential practices for brands. An influencer’s voice can often be seen as more...

By Gemma Dodd, 08 November 2019, 0 comments. Categories: Branding, Campaigns, Influencer Marketing, Social Media Marketing.

SocialPubli: On the importance of micro-influencers and getting influencer marketing into a wider campaign

What do you think of when you hear the term ‘influencer’, or ‘influencer marketing’? The chances are that it’s someone who is either famous for being famous, or a bona fide famous person making a killing from some soulless shilling. Either way, you may wonder: just how are they getting the ROI from this?

At DMWF Global in London back in May, accounting software provider Sage made an interesting point. Could you...

By James Bourne, 18 September 2019, 0 comments. Categories: Advertising, Campaigns, Influencer Marketing, Social Media Marketing.

Back to life: It’s the ‘new’ New Year – and a huge opportunity digital marketers overlook

For decades, marketers have made a moment of “back to school”, setting their sights on mothers and, in more recent years, fathers.  But according to new data from Pinterest, limiting marketing to families with kids focused on back-to-school is a miss for advertisers.

On Pinterest, we see a renewed enthusiasm from people of all ages for organisation, health, positivity,...

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...

A guide to campaign tracking for simple and stress-free analytics

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...

Why the future agency model needs to be fast and fluid

Is there such a concept as ‘doing things the traditional way’ anymore? In everything from digital advertising to crowdsourcing and mobile marketing, the standard model doesn’t exist.

Equally, the speed of evolution in marketing has meant that brands have had to take a great deal more control over their process. If you want to be agile, responsive, real-time – there’s no space for multiple layers of...

By Carl Erik Kjærsgaard, 13 May 2019, 0 comments. Categories: Advertising, Branding, Campaigns.

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...

Is tone of voice being diluted in digital communications today?

There’s no doubt tone of voice is a powerful tool and absolutely vital when engaging with customers – it could be pivotal when attracting prospects.

A strong tone of voice is central to successful brand building. It is the backbone of all written communication and helps to boost recognition and perception when creating engaging, digital messages that resonate with an organisation’s target audience.

By Andy McCaul, 21 February 2019, 0 comments. Categories: Branding, Campaigns, Customer Experience, Social Media Marketing.