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, Email marketing.

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...

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...

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.

How to choose the best martech solution for your business: A guide

The martech buying process is often a long and complex one, especially for enterprises with large deployment needs. It’s not a decision taken lightly - and key decision makers will go through huge amounts of research, sit through numerous demos, and run various test drives before making the best possible choice.

This article talks about the factors that business need to consider when choosing between different...

By Jason Lark, 13 February 2019, 0 comments. Categories: Advertising Technology, Best Practice, Branding, Data-driven marketing.

Risky business: The impacts of counterfeiting on your brand

A few decades ago, counterfeiting was mainly a challenge for luxury brands, but in recent years counterfeiting has become a growth industry.

Fake products of all kinds – handbags, clothing, pharmaceuticals, DVDs, perfumes – are all readily available, thanks to the proliferation of the internet and continued use of social media. In short, technology makes it easier for counterfeiters to take advantage of genuine brands and their customers.

By Chrissie Jamieson, 11 February 2019, 0 comments. Categories: Branding, Customer Experience.

How CMOs can keep themselves in the boardroom – and get the CRO out

The role of a chief marketing officer (CMO) can often turn out to be one filled with uncertainty. At the moment, the average tenure of a CMO sits at only 44 months, and the job is often regarded as the most at risk within the C-suite. The question is: why? There are many reasons, but one common view is that CMOs struggle to prove to the rest of their C-level colleagues how...

By James Fletcher, 29 January 2019, 0 comments. Categories: Attribution, Automation, Best Practice, Branding, CMO.

Three ways marketing will change in 2019: Positivity, authenticity and inspiration

Good marketing doesn’t happen in a vacuum. The best strategies come from paying close attention to what people care about, and how their needs change over time. In today’s consumer-led marketplace, it’s not enough to be the loudest, or the brand that spends the most. You need to show you’re listening the hardest, too.

Think positive

These are trying times, and everyone’s looking for ways to feel more positive. We’re prioritising time with the people we love, and products we...

By Jon Kaplan, 16 January 2019, 1 comment. Categories: Branding, Campaigns, Ethical Marketing, Social Media Marketing.

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.

A look ahead for marcomms in 2019: The technological advances that will hold the key to success

What a year 2018 was. From the early-year challenges of declining trust in all aspects of life, exacerbated by fake news, to the introduction of GDPR all alongside the ever-shifting marcomms sand, it’s been a wild ride.

The thing which really struck me about 2018 is the demonstration of the martech industry’s value through this year’s big acquisitions and mergers.

By Abe Smith, 07 January 2019, 0 comments. Categories: Advertising Technology, Branding, Publishing.

Marketing’s hidden treasure: How better promotions and engagement can unlock millions to fuel growth

Planning, tracking, and optimising advertising and trade spend has become table stakes for marketers at many consumer-goods companies. Despite those advances, consumer promotions and engagement (CPE) remains something of a forgotten area of marketing spend.  CPE, which includes in-store consumer activation and out-of-store engagement efforts, has too often been overlooked and undermanaged.  However, optimising CPE can, in fact, help businesses...

By Biljana Cvetanovski, 14 December 2018, 0 comments. Categories: Branding, Campaigns, Customer Experience.

A marriage made in heaven: Why brands and retailers can work things out

Brands versus retailers – a battle that has rumbled on throughout the ages. They’ve competed for our attention, money and loyalty from the High Street boom of the 1860s through to the golden age of the 1960s. The contest is even more magnified now in the digital age with the internet playing host to online discount retailers as consumers look for the cheapest bargains, fuelled by the rise of price comparison sites.

Retailers embrace shopping...

By Steve Martin, 12 December 2018, 0 comments. Categories: Branding, Customer Experience, Data-driven marketing.

Tabloid news and false positives: Examining the brand safety cycle

Earlier this year, broadcast giant Sky declared it is yet to resume spending with YouTube after stopping advertising on the site 18 months ago. This delivers a clear message: while the dust may have settled on those infamous ad misplacements, brand safety remains paramount for the big spenders. Moreover, protecting brands is still...

By Nick Welch, 05 December 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding.