Why advertising spend will shift as brands track sales, not clicks

Marketing budgets are on the up. According to the latest IPA Bellwether Report, a net balance of 8.7% of marketers said their budgets had increased in the first three months of this year; marking a huge improvement on the previous quarter's 0%. And digital was one of the top areas to see a boost in investment.

Of course, this is great news for the advertising industry. But, with increasingly...

By Oli Knight, 23 April 2019, 0 comments. Categories: Advertising, Advertising Technology, Branding, Commerce, E-Commerce.

Why brands need to drill into data to cure customer loyalty decay

It’s not uncommon for a brand to roll out a customer loyalty programme to strengthen relationships, grow the business and remain relevant in a very crowded marketplace. Today’s advancements in technology and the evolution of how shoppers prefer to buy goods and interact with services has changed dramatically.

The rise of omni-channel has pushed brands to operate across digital and mobile channels,...

Five things to consider when planning an app: Usage, UX, and more

The app designing process will be a bumpy road if you don’t take a methodical approach. Your business doesn’t just need an app: it needs a user-friendly app that provides substantial value. If you know you want an app, then break out the whiteboard and start drafting out your plan.

There are some vital considerations you’ll have to make during the formative stages of mobile app development to assure that...

How to increase demand generation through your website: Optimise throughout the customer journey

In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets.

Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and...

By Sylvia Jensen, 05 April 2019, 0 comments. Categories: Best Practice, Branding, Commerce, Customer Experience, Data-driven marketing.

FMCG goes direct-to-consumer – but don’t expect a Tony the Tiger Facebook page any time soon

Opinion Last month Kellogg’s – joining a host of established FMCG brands – launched a new foray into the direct-to-consumer (DTC) market as it hired a new director of eCommerce platforms.

I would be surprised if this news made any jaws drop (except maybe

Why cleaning your brand’s data is to key to improving accuracy and relevance

The goal of marketers is to provide customers with an outstanding experience that delights at every touchpoint and exceptional enough to ensure each individual’s journey ends with a purchase. But sometimes, we find that even when marketers think they are putting their best foot forward, some customers never respond.

Are brand marketers missing the mark? Or is their brand’s poor data-keeping practices...

By Grant Coleman, 01 April 2019, 0 comments. Categories: Best Practice, Big Data, Branding, Data-driven marketing.

A guide to digital communications for cockroaches and unicorns alike

As a long-time fan, I was delighted to see that bakery firm Greggs had recently hit £1bn in revenue. As a brand with ballsy comms, solid stunts and tasty baked goods, the recognition is well-earned. Now, over the course of our years in PR, we’ve come across many a high-growth firm and even represented our first travel service unicorn, Klook, last year.

At the same time, many of our firms are born and bred in the...

By Christian Sharp, 29 March 2019, 0 comments. Categories: Branding, Content Marketing, Publishing, Social Media Marketing.

The four-part plan for 'hiring' the perfect AI customer service agent

The interview with a customer service applicant is underway. After looking at skills and background, it's time to determine whether the applicant will be a good fit. You’ve conducted hundreds of interviews before, but this one’s a little different — you're interviewing an agent that could handle thousands of conversations simultaneously and respond to customers in a personal way, without delay.

By Fang Cheng, 22 March 2019, 0 comments. Categories: Automation, Branding, Customer Experience, Data-driven marketing.

What are the real effects of data breaches on consumer trust?

Numerous high-profile data breaches have made customers question their trust in brands in recent months and years. Although the costs associated with regulatory fines and lawsuits following a data breach can be severe, perhaps no effect is quite as long-lasting or harmful as the loss of consumer confidence that accompanies these breaches.

Consumer trust is not built, nor can be earned back,...

By Marty Greenlow, 22 March 2019, 0 comments. Categories: Attribution, Branding, Customer Experience, Data-driven marketing.

Why it’s high time to embrace internal comms during moments of crisis

On a global level, we’re at a time of great change and, some would say, immense uncertainty. We are living in times of uncharted territory, where sudden 360 turns are happening and, in terms of business, trying to steady the turbulent tide seems to be getting even tougher.

During such times, when events are completely out of their hands and also their workforce’s hands, businesses...

By Cyrus Gilbert-Rolfe, 21 March 2019, 0 comments. Categories: Attribution, Branding, Content Marketing, Social Media Marketing.

Consumers will walk away from brands who go against their values – but brands have their heads in the sand

It’s time for brands to shape up or ship out when it comes to ethics with two in five consumers already having walked away from organisations which have violated their personal values, according to a new industry report.

The study from agency Hotwire, which alongside Sapio Research polled more than 6,000 consumers, as well as more than 1300 CMOs and business decision makers, argued that while consumers are willing to start...

By James Bourne, 18 March 2019, 0 comments. Categories: Advertising, Best Practice, Branding.

Brand suitability: Exploring the next generation of brand safety

Brand safety is big news. It is one of a trinity of major issues facing the advertising industry today, the others being fraud and viewability. But dig beyond the headlines and it is bigger news still – it’s time for advertisers to take a stand and look beneath the waterline.

News publishers risk being unfairly penalised and the industry is at risk of losing quality, independent journalism if advertisers are...

By Nick Welch, 14 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

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.

The 2019 data outlook sees spending rocket and multi-channel key amid regulatory concerns

Data spending continues to go up - but getting fresh, gleaming, actionable insights remains a challenge. According to a new survey published by the Interactive Advertising Bureau (IAB), organisations are looking to multi-channel to create those harmonious experiences users will love.

The study, which polled 105 professionals focused across marketing service providers, developers and publishers, found cross-channel campaign measurement and attribution - cited by 57.3% of those polled - was a top priority, as...

By James Bourne, 12 March 2019, 1 comment. Categories: Advertising, Branding, Data-driven marketing, Programmatic, Web Analytics.

Mind your language: Using multilingual websites to increase eCommerce engagement

In the quest for customers the battlegrounds for online retailers tend to be rooted in SEO, PPC campaigns and, for those who can afford it, above-the-line ad campaigns. But there are also more organic ways to increase engagement and conversions via a website, particularly where international brands are concerned.

One technique that is often disregarded by all but the biggest players due to fears over cost and complexity is a true multilingual online retail experience.

Historically, there are two ways of...

For brands with purpose, the future is authentic

Brands are increasingly expected to make a difference to more than the corporate bottom line. Organisations have been so successful at articulating their brand values, that brand leaders now feel the weight of consumer expectation to make a positive difference in the world – environmentally, socially, politically. This expectation is reshaping brand marketing, requiring a new authenticity, new channels, new technologies—and fundamentally, a new attitude to brand risk.

Consumers reward brands with...

By Brett Zucker, 25 February 2019, 0 comments. Categories: Best Practice, Branding, Case Studies, Customer Experience.

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.

Agencies practice what they preach with ‘mature’ content marketing strategies

Every agency out there has got an opinion – at least, one that you probably have to pay for – about how you need to do content marketing.

It’s gone beyond mere choice. More often it’s become a question of: quality or quantity? Naturally, some believe they can offer the content equivalent of the moon on a stick. Peter Bell, senior director at Marketo, wrote for this publication

By James Bourne, 14 February 2019, 0 comments. Categories: Branding, Campaigns, Content Marketing.