Twitter suspends some its most popular accounts for rules violations

Over the weekend, Twitter suspended a number of accounts to a violation of its spam rules and for copyright issues. Some of the accounts, which included @GirlPosts, @SoDamnTrue and @commonwhitegiri, were hugely popular.

GirlPosts, for example, had 9.8 million followers and was listed by Statweestics as the sixth most popular account of 2017, beating out such notables as CNN, Fox News and  Harry Styles. The account was pulling in around 20 million likes and six million...

By Colm Hebblethwaite, 15 March 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

How can marketers adapt to the recent Facebook algorithm changes?

Following Mark Zuckerberg’s personal post on Facebook’s recent newsfeed changes, the social network’s share price fell as much as 6.1 percent.

With Facebook’s key advertising space for brands reverting back to its original purpose (actual, personal news from friends and family), the brand marketers who have relied on in-feed advertising to drive traffic and revenue must now reconsider how to engage with audiences through this pillar channel.

But more than anything, organisations must...

By Marielle Habbel, 27 February 2018, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

Timeless content or a one-hit-wonder? Making your content work harder

Five years ago, brands were asking how they could mature their marketing strategy, creating engaging and meaningful content that really captivates their audiences. Today, brands are spending a lot of money on this content; often with huge success.

But others have found that even well-funded, quality content can be something of a one hit wonder, providing only short-term value.

The question is around how brands can extend the lifecycle of their content, to deliver longer term value for themselves beyond...

By Mark Wheeler, 21 February 2018, 0 comments. Categories: Content Marketing.

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.

Prioritising mobile first design

Mobile first design is not a new concept.

It has been around for more than a decade and it’s used to refer to the strategy of designing and developing digital experiences for mobile devices at the very start of a project; rather than the traditional approach of first designing for desktop and consequently for mobile.

However, the term is possibly more relevant in the business world today than ever before.

As the information we consume online reaches us faster, wherever we are and as the growing use of...

By Matt Oxley, 15 February 2018, 0 comments. Categories: Content Marketing, Mobile Marketing.

Google extends AMP with new story format

Google’s Accelerated Mobile Pages (AMP) was initiated as a project to improve the performance of mobile web pages. The project has so far mostly focused on making loading and rendering for existing text-heavy articles such as those found on news sites or cooking blogs.

The company is now looking to extend the project beyond this with the launch of the AMP story format.

On mobile, users tend to browse a lot of articles, but only engage with a few in-depth. This is because the majority of articles on the...

By Colm Hebblethwaite, 13 February 2018, 0 comments. Categories: Content Marketing, Mobile Marketing.

Gen Z engaging with 10 hours of online content a day

One fact has become indisputable in the last few years: the British population is addicted to digital content. According to research by Adobe into the UK’s content consumption habits, millennials spend an average of 8.5 hours a day reading, watching, creating and engaging with content on their devices.

If this sounds high, it is above the UK average of 6.9 hours, but well below that of the generation below them. According to the research, Generation Z spend a whopping 10.6 hours engaging with online...

By Colm Hebblethwaite, 09 February 2018, 0 comments. Categories: Content Marketing, Video & Audio Marketing.

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

Are you watching The Crown, a biographical series on Netflix about the reign of Queen Elizabeth II of the United Kingdom? Wrapped within this historical story, there is a marketing lesson to be learned.

Even the most steadfast, traditional “brands”, such as the British Royal family, need constantly to review their messaging – without being blinded by preconceived internal and external beliefs – and to understand how their messaging is being perceived and viewed by the end users, in this case the...

By Thaddeus Kubis, 06 February 2018, 0 comments. Categories: Content Marketing, Customer Experience, Personalised Marketing, Publishing.

Three ecommerce content marketing lessons from Etsy

In a recent interview with The Telegraph, Josh Silverman, the new CEO of global craft marketplace Etsy, discussed giving the company a much-needed shake up.

As part of a lean new marketing strategy, Silverman has reportedly scrapped any activities that aren’t likely to immediately grow sales for Etsy’s vendors – including TV advertising – to focus on driving performance instead. These changes are already benefiting the business, with the share price reporting a

By Ed Bussey, 05 February 2018, 0 comments. Categories: Content Marketing, E-Commerce.

Creators should look to blockchain to monetise digital video content

Content creators know that video can drive discovery, discussion, and consumption in authentic and innovative ways where other forms of content can fall short. These videocentric, highly-engaged audiences are highly prized by brands and publishers alike. They are influencers, they have disposable income and their appetite for compelling stimuli is insatiable.

Creators that can reach these audiences are in an incredible position to generate revenue from those brands, if they can align a brand with the right...

By Fred Dionne, 02 February 2018, 0 comments. Categories: Content Marketing.

Young people place huge amount of trust in verified reviews

There has always been a debate about whether verified reviews or personal recommendations from friends and family are the biggest influence on an individual’s purchasing decisions.

New research from reviews and customer insight company Feefo, has found that, at least when it comes to financial decisions, young people place a huge amount of trust in verified reviews. In a survey where the company asked over 1,000 UK consumers between 16 – 34 about their attitudes to financial sectors, 85% said that...

By Colm Hebblethwaite, 31 January 2018, 0 comments. Categories: Content 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.

Deloitte: subscriptions per household to increase 20% as SVOD and OTT competition increases

Deloitte is predicting that the number of online subscriptions held by the average will jump in 2018 as more companies launch their won subscription-based services.

The professional services company estimates that the total number of online subscriptions, as well as the average number of subscriptions per individuals and households will grow by around 20% in the coming year.

While the majority of these will continue to be for SVOD and music (which currently take up the biggest share of subscriptions), the...

By Colm Hebblethwaite, 17 January 2018, 0 comments. Categories: Content Marketing, Video & Audio Marketing.

VR’s hidden secret: it’s a real-time content solution

The love affair between marketing and virtual reality (VR) has been blossoming for a fair few years now. So much so that these days it’s not uncommon to see VR included in a campaign brief.

Although VR may be high on the wishlist, not every brand can afford it. Or at least, that’s what they think. And yet VR is harbouring a salient but untapped secret: it can be used as a near-instantaneous content solution that, far from draining budgets, enhances long-term ROI.

For a seductive new channel...

By Mark Miles, 17 January 2018, 0 comments. Categories: Content 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...

The top strategies for digital marketing success in 2018

Charming today’s entitled consumers will be the key challenge for marketers next year.

To make inroads, they need to create truly tailor-made experiences and mobile-first engagement and leverage the value of owned channels.  

Mega Trend - Artificial Intelligence

2018 will see artificial intelligence (AI) advance from cutting edge technology to status quo. Built into audience engagement platforms, AI will bring new levels of relevance into automatically delivered content, help marketers to recognise...

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...

Five martech lessons from 2017 you need to take into 2018

It’s the time of year when marketers commonly reflect on the past year and gear themselves up for what’s to come in the 12 months.

As we emerge blinking and bleary-eyed from the holiday season into 2018, it’s not just a case of focusing on ‘what’s new’. Part of growing and developing as a business requires an honest analysis of your successes and failures in 2017.

You take forward with you what worked and discard what didn’t.

There are in fact a number of key martech themes from...