How brands can play the driving role in the evolving influencer marketing arena

Influencer marketing has become all the rage in an industry where social media is increasingly at the epicenter. The early days of influencer marketing were characterised by a less than structured approach and lacked what would usually be considered a stitched-up strategy. Then larger brands began dabbling in the space under the advice and counsel of third-party influencer marketing specialists, who brought methodology to the process. The net result was a rise in...

By Kelvin Cery, 18 October 2018, 0 comments. Categories: Campaigns, Content Marketing, Social Media Marketing.

Improving the buyer journey by cutting through the noise

No matter where they are in their journey, buyers have access to more information than ever before. While companies think that providing more content is helpful, buyers can find it overwhelming.

For this reason, buyers find it easier to put off a buying decision rather than make one. In order to differentiate from market competitors, organisations need to provide prospects with exactly the right content, at the right time, in a...

By Matt Suggs, 11 October 2018, 0 comments. Categories: Campaigns, Content Marketing, Customer Experience.

How to master a marketing communications audit

You spend valuable time and money crafting your marketing messages, but do you really know what your company is saying? Sometimes the message you think you’re sending isn’t always the one that’s being received. It's important to occasionally take a step back and conduct an in-depth audit of your customer communications plan — particularly where loyalty is concerned — to ensure you’re sending out a cohesive message that upholds your brand...

By Sandra Gudat, 01 October 2018, 0 comments. Categories: Best Practice, Content Marketing, Customer Experience.

#DMWF Europe: Three observations from Digital Marketing World Forum

A former 19th century-commodity exchange standing bold, brick-red, but very much at home in the dead centre of Amsterdam, the Beurs van Berlage seemed a fitting home for #DMWF Europe (Digital Marketing World Forum) 2018.

It was a conference that held a pervasive frankness around industry shortcomings, a respect for tradition and legacy, and a crucial but measured awareness of how the digital world is evolving around us. If there was one lesson to be learned from #DMWF...

By Mark Jones, 20 September 2018, 0 comments. Categories: Advertising Technology, Content Marketing, Data-driven marketing.

#DMWF Europe: 10 tips from TomTom on thought leadership strategies

Think of TomTom and you’ll probably think navigation systems but, according to Nicoleta Anton, that sole association is hampering its lesser known work with autonomous vehicles and smart transportation. The company’s global content marketing specialist, Anton has turned to content marketing - more specifically, thought leadership - in order to promote TomTom’s growing authority with emerging technology.

Defined as “a type of content marketing where you tap into the talent, experience and...

By Mark Jones, 19 September 2018, 0 comments. Categories: Commerce, Content Marketing.

Keep a step ahead: embrace new social media platforms for influencer marketing

It’s fair to say we’ve evolved significantly from our 18th century ancestors, in every possible area of our lives, but when it comes to influencer marketing…? Well it turns out Wedgewood and the Royals were playing our game long before social media came into the fore. 

Luckily, we’ve amassed a wealth of experience and knowledge about how to make...

By Mark Bassett, 24 August 2018, 0 comments. Categories: Best Practice, Content Marketing, Social Media Marketing.

82% of consumers have made purchases as result of content marketing

The time and skill needed, coupled with a lack of immediate results, means content marketing can often be treated as an afterthought in the composition of a wider digital marketing strategy.

New findings from B2B research, ratings and review company Clutch, however, reveal that 82% of people admit to having purchased a product or service from a company a result of consuming content.

While, at best, content is driving sales and, at least, it’s...

By , 24 August 2018, 0 comments. Categories: Commerce, Content Marketing, Customer Experience.

What Darth Vader can teach us about gated content

Gating content – or putting a piece of marketing behind a paywall – is a contentious issue. On the one hand, marketers are often asked to demonstrate the ROI (return on investment) of content beyond stats such as social engagement, article views, or reach. Implementing a gate can add an extra layer of value.

For example, one of

By Tom Chapman, 23 August 2018, 0 comments. Categories: Content Marketing, Customer Experience, Data-driven marketing.

Less than half of businesses in the US claim to use SEO

Search engine optimisation (SEO) is falling out of favour with marketers, a new study by Clutch suggests, with less than half of businesses claiming to invest in the channel.  

A US-based survey of more than 500 digital marketers found that just 44% claim to invest in any kind of SEO strategy, despite 83% of respondents claiming to be satisfied that their digital marketing efforts were paying off in achieving their...

By Mark Jones, 21 August 2018, 0 comments. Categories: Content Marketing, Organic Search, Search Marketing.

Why even the biggest brands are favouring the power of micro-influencers

The rise of social media has seen a big increase in the use of brand influencers. In the last two years, “influencer marketing” as a search term on Google Trends has risen by 400%. But working with the right sort of influencer is critical – you must choose one which fits well with your brand and has an authentic voice. Biggest is certainly not always best when it comes to influencers.

Pepsi’s controversial...

By Roberta Fuke, 21 August 2018, 0 comments. Categories: Content Marketing, S-Commerce, Social Media Marketing.

Why brands have been left wondering how to make friends and manage influencers

At the Cannes Lions festival in June, Unilever’s CMCO Keith Weed demanded urgent action to rebuild consumer trust before, like an ephemeral puff of smoke, it’s gone forever.

Unilever’s focus is on retaining trust amidst the rapid rise of influencer marketing and the concomitant issues of transparency, integrity and measurement. Now brand marketers everywhere are sharing the FMCG giant’s concerns and...

By Pau Sabria, 20 August 2018, 0 comments. Categories: Branding, Content Marketing, Customer Experience.

CMA probe to ‘name and shame’ celebrities in breach of influencer guidelines

The UK’s Competition and Markets Authority (CMA) has begun an investigation into whether celebrities and influencers on social media are making paid promotions sufficiently clear.

Guidelines enforced by the Advertising Standards Authority (ASA) require influencers, who can have millions of followers, to clearly disclose commissioned or incentivised posts with tags such as ‘#ad’ or ‘#sponsored’. As part of the investigation, the CMA has contacted a large number of influencers -...

By Mark Jones, 17 August 2018, 0 comments. Categories: Best Practice, Content Marketing, Social Media Marketing.

The new search trends e-commerce marketers should embrace

From search engine algorithm updates, to new technology permanently altering user behaviours, the search marketing landscape is constantly evolving.

These evolutions keep us on our toes and, for savvy marketers, present an opportunity to ensure their clients always have the edge over their competitors. Recently, the biggest disruptor to the industry has almost certainly been the advent of voice and visual search – changing SEO forever.

These new search technologies are particularly pertinent in the...

By Paul Delaney, 13 August 2018, 0 comments. Categories: Content Marketing, Organic Search, Paid Search, Search Marketing.

Twitch-based influencer marketing platform PowerSpike lands $500K as esports boom

Do the names shroud, tfue, dakotaz and ninja sound familiar?

Probably not, but they are some of the top 10 most-watched gamers on the Amazon-owned live-stream platform Twitch, and together they racked up over 10m in viewing hours in just the first week of this month.  

Ninja in particular - a self-titled “professional Battle Royale player” - accounted for 4.8m of those hours alone, and recently surpassed landmark 10m Twitch followers who currently...

By Mark Jones, 09 August 2018, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

Taipei’s Appier launches AI-driven content marketing platform

A Taipei-headquartered artificial intelligence (AI) solutions provider called Appier - which serves brands including Nivea, Carrefour, Audi and Japan’s Softbank - has launched an automated content marketing platform aimed at delivering personalised messages across multiple channels.

Dubbed AIQUA, and following the recent acquisition of Indian content marketing startup for an undisclosed fee, the platform will be available to marketers across the APAC (Asia Pacific) region allowing them to preemptively...

By Mark Jones, 07 August 2018, 0 comments. Categories: Advertising Technology, Automation, Content Marketing.

Four key aspects of customer review management that marketers need to know

Every day the customer experience becomes more important to brands who aim to capture their audience’s attention. A better CX can be the competitive advantage a brand needs to push themselves above the crowd, considering the fact that 86% of customers would be willing to pay more for a better experience with a business.

Smart marketers know that honest customer reviews are

By Manish Dudharejia, 01 August 2018, 0 comments. Categories: Content Marketing, Customer Experience, Search Marketing.

Consumer 2.0 – how the internet changed everything

Some of the fresh-faced marketing grads reading this will be too young to recall the biggest shift in consumer behaviour for generations.

It happened right under our noses, and if like me, you’re long enough in the tooth to remember a time before smartphones and super-fast broadband, you lived right through it.

Back then, people didn’t all carry powerful supercomputers around in their pockets. When you needed to buy something, you’d ask a salesperson for advice. And the role of CMO was...

By Abe Smith, 31 July 2018, 0 comments. Categories: Campaigns, Content Marketing, Customer Experience.

How to let influencer marketing ease the death of display ads

What do shag carpets, landlines, and display advertising all have in common? The heyday for each has long since passed. And in the case of display ads, a shiny and new alternative — one that blends word-of-mouth buzz with high frequency — has emerged: influencer marketing.

It’s easy to understand why influencers have more reach than website banners or YouTube adverts. Our company did a joint study with Nielsen on consumer conduct, and we found that

By Jeff Epstein, 19 July 2018, 1 comment. Categories: Content Marketing, Publishing, Social Media Marketing.