UK small businesses planning to increase marketing spend in 2018/19

The average UK SME owner will be putting around 16% of their 2018/19 on marketing, according to a study by performance marketing network affilinet.

The company polled 1,394 SME business owners in the UK who had set up their business in the last five years. Half of them were planning to up their marketing spends as a direct result of seeing their competitors get high levels of return on their own spending.

32% of respondents said that their plan to increase marketing spend was the result of a successful year...

By Colm Hebblethwaite, 19 February 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

Twitter posts its first ever profitable quarter

Twitter’s shares jumped over 20% on news that the social media company returned to revenue growth after reporting its first-ever profitable quarter.

The company’s performance in the last three months of 2017 brings a positive end to an otherwise difficult year. The company instituted a number of changes aimed at making it more competitive with regards to advertising.

The company, which has long trailed being Google and Facebook in terms of building a userbase and advertising revenue, brought in...

By Colm Hebblethwaite, 08 February 2018, 0 comments. Categories: Social Media Marketing.

Snapchat quarterly figures break losing streak

Snapchat has reported quarterly sales and user growth for the first time since going public in March 2017.

The news that the beleaguered social media company had soundly beaten Wall Street’s estimates sent its stock rocketing by over 20% on Tuesday. This was the closest the parent company, Snap, has come to topping its IPO price of $17 since July 2017.

The centrepiece of the positive results was a 72% jump in sales from this time last year to $286 million. This was heralded as a vindication of the...

By Colm Hebblethwaite, 07 February 2018, 0 comments. Categories: Social Media Marketing.

Marketing an ICO: cryptocurrencies, influencers and indaHash

The term ‘ICO’ or initial coin offering burst into the collective consciousness in a big way in 2017. The funding strategy went from being a novel idea thought up in the cryptocurrency and blockchain space to a way for companies to raise millions of dollars in a matter of hours.  

With the money raised through ICOs in the last year rocketing to over

By Colm Hebblethwaite, 06 February 2018, 0 comments. Categories: Case Studies, Social Media Marketing.

Facebook users spending less time on the site as revenue grows

Facebook’s newly released figures for Q4 2017 show that revenue came in well above analyst expectations at $12.97 billion. The consensus projection was that sales revenue would come in at $12.6 billion.

Mobile ad revenue accounted for around 89% of the social media giant’s total ad sales for the quarter.

The number of monthly active users rose 14% to 2.13 billion, which was a slightly lower rate of growth than the previous quarter. The company cemented itself as the world’s second largest ad...

By Colm Hebblethwaite, 01 February 2018, 0 comments. Categories: Advertising, Social Media Marketing.

The thrilling highs and chilling lows of piggyback content

Piggybacking is an old staple in a content marketer’s toolkit. I’m sure most of us can think of some truly inspired, ingenious and downright hilarious examples of brands tying their names to events, popular culture or trends to ‘piggyback’ on their popularity.

When a brand gets it right, it can work brilliantly, showing your business is topical and relevant and bringing out your personality and sense of humour. But when a brand gets it wrong, it can be absolutely...

By Claire Wilson, 29 January 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

The perfect partnership: when AI and machine learning meet marketing

Marketers have found themselves in an industry that’s always on its toes. There are more social media platforms than ever before. And, while they might present more opportunities to reach your audience, they also mean a lot of other voices to compete with. It’s never been such a flooded market to get a voice across in.

On top of that, consumers understand tech more than ever before. They know when they’re being marketed to, but will only tolerate that marketing if the subject matter and...

By Akhilesh Ayer, 22 January 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

Instagram cements its place as an influencer marketing hotspot in 2017

 

Influencer marketing really came into vogue in 2017. While the principle of utilising famous people to sell your products is nothing new, the concept has undergone a major evolution in the last few years as it merged with social media.

Instagram has positioned itself right at the heart of this growing section of digital marketing. As a mainly picture-based network with around 800 million users (as of September 2017),...

By Colm Hebblethwaite, 16 January 2018, 1 comment. Categories: Advertising, Social Media Marketing.

Imagery integral to the buying process for majority of consumers

According to an analysis of YouGov consumer data by martech company Pure360 shows that the importance of imagery when it comes to the purchasing process.

YouGov polled 2045 adults and found that 53% think that images grab their attention more than headlines. 61% expected marketing messages to include photos or images.

In fact, 62% of respondents said that they would not buy from a brand unless they can see the product being sold in its entirety. The choice of imagery is important too, with 54% saying that...

By Colm Hebblethwaite, 15 January 2018, 0 comments. Categories: Branding, Social Media Marketing.

Media intelligence: understanding the true meaning of press coverage and social sentiment

Today, organizations have more data at their fingertips than ever before and it’s influencing how they conduct business across the board. From identifying new product opportunities to potential new customers, data is becoming increasingly essential in both business and marketing efforts.

However, this rapid influx of information can be a double-edged sword making it essential to identify and analyze the right type of information. Communicators are now faced with the complex challenge of not only...

Facebook announces big changes to its news feed

Facebook chief Mark Zuckerberg has announced a major change of focus for the social media giant’s news feed. In a post on his personal Facebook page, Zuckerberg said that posts from businesses, brands and media will carry less weight.

Instead, the company will look to give prominence to content that encourages “meaningful interactions between people” such as conversations between friends and families. The changes are due to begin appearing in user’s feeds over the coming...

By Colm Hebblethwaite, 12 January 2018, 1 comment. Categories: Social Media Marketing.

Convergence communiqué: Designing your story based on media and message (part one)

“Once upon a time…” That is how most stories begin – and many of the stories that began with those four words are fairy tales, fantasies, or make-believe narratives. Some, however, are based on true events.

What about your story? How would you define your business story? A fairy tale? A fantasy? An autobiography? Fiction, non-fiction, sci-fi, biz-fi… or none of the above?

The correct answer to this question is determined not by how you define your story, but by how your client...

Only 60% of UK businesses using social media

Those in the marketing world could be forgiven for thinking that every company in the UK makes use of social media in some way. Surely, in this hyper-connected age where consumers want personalised experiences, setting your company up a Facebook and Twitter page should be an early step?

Well, it turns out that significant portion of enterprises in the UK are not making use of the potential benefits that social media has to offer.

Company formation experts Turnerlittle have...

By Colm Hebblethwaite, 04 January 2018, 0 comments. Categories: Social Media Marketing.

Avoid being a ‘one-trick pony’: Clever financial planning for diversification

Creative agencies are increasingly having to find new ways to cope with the rapidly changing media landscape. New technologies are emerging, and agencies are experiencing change internally as well as externally.

Clients are beginning to demand more for their money and as a result of consolidation within the sector, businesses are seeking to expand their repertoire.

With new technology taking over, agencies that stick to one platform or process are now few and far between. Clients are looking for a...

By Laura Mott, 21 December 2017, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

The many faces of beauty influence

The Beauty sector is probably one of the most dramatically impacted by the surge of social media influencers.

From “Mega-Influencers” such as Zoella and her 43M audience who have become celebrities in their own rights all the way to the thousands of young women who have built a following of a few tens of thousands, we estimate that there are around 25,000 beauty influencers in the US alone.

Despite such a plethora of choice, we were very surprised to see very different brands, targeting very...

By Nicolas Chabot, 14 December 2017, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

Emojis don’t drive brand engagement

The use of emojis has added a lot to text communication. We all know that when you receive a disco dancing emoji followed by three wine glasses in response to the question of whether your friend is still on for a few after work drinks, that the night could be about to spiral out of control.

While emojis are great for adding additional meaning onto messages sent to family and friends, they could actually be detrimental to a brands image.

New research by martech company Pure360 shows that many consumers in the...

By Colm Hebblethwaite, 11 December 2017, 0 comments. Categories: Advertising, Social Media Marketing.

The cost of custom web fonts

Consistency matters in marketing. Delivering a seamless experience across all channels helps to reassure customers and reinforce brand values.

So the ability to deliver custom, brand-specific, fonts on websites is hugely valuable. The trouble is that not everyone recognises the cost. Custom fonts make websites slower. And slow websites frustrate visitors.

The impact on the bottom line is measurable and real, with a growing list of case studies showing a link between a website’s speed and KPIs such as

By Alex Painter, 08 December 2017, 0 comments. Categories: Social Media Marketing.

Half of young Britons purchased influencer-promoted products in 2017

Influencer marketing campaigns have proved to be an effective strategy in 2017, with over half of young adults in the UK purchasing an item that has been promoted by an influencer.

New research by affiliate network affilinet polled 2,293 UK adults aged 18-30 on what they thought had most affected their purchasing decisions over the last 12 months. The results show that young consumers are more likely to look to YouTubers, bloggers and other influencers as sources of purchase information.

63% of those surveyed...

By Colm Hebblethwaite, 07 December 2017, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

Half of UK social media users are auditing their old tweets

The last year has seen a string of prominent figures in the UK being taken to task for social media posts they have made in the past.

Musician Stormzy, politician Jared O’Mara and YouTube stars Zoella and jack Maynard have all issued public apologies after old posts were rediscovered and made public again.

According to research conducted by Online Spy Shop, it is not only the rich and influential that will be combing...

By Colm Hebblethwaite, 30 November 2017, 0 comments. Categories: Social Media Marketing.

Using social to measure content strategy success

Social media use has grown by more than 20% year on year, and it’s no secret that it has a true capability of engaging with consumers and influencers, and driving sales.

In 2016, almost half a billion people signed up to a new social media account. That is a lot of opportunities for marketers looking to engage, and a lot of pressure to drive results.

Marketers are increasingly being asked not only to justify their spend, but also prove their worth and...

By Adrian Cockle, 28 November 2017, 0 comments. Categories: Content Marketing, Social Media Marketing.