Why marketers are still struggling to measure the ROI of content

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Marketers are still struggling with both measuring the impact of content and in personalising content, according to a new report from Rapt Media.

The report, The future of Content: Measuring Content Performance, showed that more than half (59%) of the 500 marketers surveyed said that gaining deeper insights is their biggest concern when investing in content.

Similarly 60% said that they were unable to measure ROI on the content that they produce.

The desire to measure is there however...

By Liz Morrell, 07 April 2016, 0 comments. Categories: Best Practice, Content Marketing.

SMEs see digital marketing is important – yet don’t practice what they preach

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More than three quarters (82%) of small businesses believe that digital marketing is critical to success and yet most don’t actually yet use the channel to drive their business, according to a new survey by research firm Clutch.

The survey showed that only 27% had begun a digital marketing strategy prior to 2015 and 17% began last year.

The survey showed that two key reasons held back small businesses’ adoption of digital marketing. They included the associated expense and...

By Liz Morrell, 06 April 2016, 0 comments. Categories: Best Practice, Social Media Marketing.

The positive aspects of a downward marketing spiral

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We nearly always think that a downward spiral is a negative, a downturn, and a disaster. Not always. I disagree and make an exception when it comes to marketing and developing a ‘go to market’ digital cross-media or integrated strategy, selecting the media, and determining when to use that media to support your strategy.

I often explain to clients and students that a useful image to visualise when discussing the development of an integrated marketing program is a...

By Thaddeus Kubis, 05 April 2016, 1 comment. Categories: Best Practice, Search Marketing, Social Media Marketing, Wearables.

Lessons for brands at MWC16: Creating compelling, tech-driven experiences

Picture credit: Jack Morton

Mobile World Congress (MWC) can be a strange and inhospitable environment for the uninitiated, with its cavernous aircraft hangers, huge crowds, and endless aisles of things to see. It’s also a huge challenge for the companies that attend: everyone is competing for attention, and there’s only so much of it to go around. 

For brands, the secret of success is to resist the temptation to just talk about their products, and to instead seize the opportunity to...

By Lewis Robbins, 17 March 2016, 0 comments. Categories: Advertising Technology, Best Practice, Branding, Case Studies.

Marketing moving ahead of IT in software spend decision making

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It used to be the domain of the IT manager, but new research suggests that two thirds of marketing managers are now making the call on purchasing new marketing software.

The study, by digital transformation business Squiz, seems to show that both marketing manager and IT manager agree that the shift in decision making has needed to happen with only 45% saying that they believed that such a purchase decision lay with the IT manager.

When it comes to where marketers are investing, the...

By Liz Morrell, 14 March 2016, 0 comments. Categories: Automation, Best Practice, CRM, Customer Experience.

Why it is more important than ever for marketing and compliance to stick together

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Forget the EU – the big harmonious union we all need to be thinking about is marketing and compliance.

Historically, the two have mixed a bit like oil and water, but in today’s digital world, there is an even greater need for pulling together. In financial services, especially with the Financial Conduct Authority (FCA) monitoring companies and their electronic communications more closely than ever, the two are set to be even more closely linked. Perhaps with this in mind,...

By Anna Carless, 10 March 2016, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, Personalised Marketing.

Why senior leaders need to do more to embrace marketing and brand values

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Business leaders need to do much more to get the most out of their brand with marketers frustrated at their bosses’ failure to maximise their brand efforts, according to a new report from the Chartered Institute of Marketing (CIM).

Releasing its Brand Experience report at the CIM Brand Summit this week the report showed that two-thirds (67%) of marketers believe that senior leaders fail to gain the maximum value from their brand by failing to embed brand values throughout their...

By Liz Morrell, 08 March 2016, 1 comment. Categories: Best Practice, Customer Experience.

Marketers not focusing enough on content creation technology, research argues

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Marketers are focusing too much on content distribution and management rather than better content creation technology, according to a new survey.

In a study of marketing creatives by interactive video technology company Rapt Media respondents were asked about the challenges, priorities and technology investments that they faced when it comes to the evolving content marketing ecosystem. It also looked at whether measurement of the content they produce was a priority for them.

The results...

By Liz Morrell, 04 March 2016, 0 comments. Categories: Best Practice, Content Marketing, Personalised Marketing.

How millennial CMOs are the key to driving business change

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Not so long ago, Gartner predicted that by 2017, CMOs will spend more on IT than CIOs have ever done. Whilst vice president Jennifer Beck, made it clear that this does not mean the CMO will take over the CIO’s role, it does mean that those in control of marketing will become more data driven and will inevitably grow more technically minded. With this in mind, CEOs will come to support the CMO’s ability to utilise new technologies to generate faster ROI for marketing spend.

It is clear that digital...

By Stephen Morgan, 18 February 2016, 0 comments. Categories: Best Practice, Data-driven marketing.

Why preparing lasagne is like developing a digital marketing plan

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If you think about it, lasagne is not only a perfect food – well, maybe pizza is better – but also a perfect analogy to assist you in developing a near perfect marketing plan.

Consider the following. When developing your marketing plan, you need to first envision the scope, the universe, the market that supports your goals and objectives. Budget, cost outlay, and market spend must also be serious considerations. Marketing demographics, personas, diversification,...

By Thaddeus Kubis, 03 February 2016, 0 comments. Categories: Best Practice, Customer Experience, Social Media Marketing.

Three steps to finding the right influencer for your brand

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In many ways, influencer marketing is already a well-established practice; 84% of marketers planned to include influencer marketing in their strategy this year. Yet when I speak to brands, it is clear that they are spending millions on influencer marketing without the tools to make educated decisions and run effective campaigns.

Until recently, choosing an influencer for a campaign required spending...

Why marketers must bolster their skills to get a boardroom place

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Marketers must be able to not only speak marketing talk but also be able to explain and quantify the contribution of the marketing department in the boardroom if they are to gain a higher profile within businesses.

A new study published this week by Econsultancy and Oracle Marketing Cloud says marketers must be able to speak the board’s language – translating marketing concepts into a business outcomes-focused conversation if they are to bolster the number of marketing...

By Liz Morrell, 19 November 2015, 0 comments. Categories: Best Practice, Data-driven marketing.

The implosion of a brand: A social media analysis of the Volkswagen emissions scandal

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When a crisis breaks, brands need to react quickly to assess the extent of the damage.  How quickly is it spreading? Who is talking about it? How far has it spread? Sometimes news hasn't spread very far yet, and the impact can be contained. But sometimes, news spreads far and fast, especially on social media networks such as Twitter. A recent example of this happened to car manufacturer Volkswagen.

On September 18, the EPA announced that Volkswagen...

By Jenn Deering Davis, 17 November 2015, 0 comments. Categories: Best Practice, Branding, Social Media Marketing.

Why ad blocking is a problem that all must work together to resolve

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Ad blocking is a catch-22 situation that must be resolved, according to a recent event on the subject held by the ISBA. According to a study by IAB and YouGov 15% of adults in the UK online are currently using ad blocking software but more than half (56%) don’t realise that means a subsequent loss of revenue to the website concerned. This of course leads to the risk that such sites can no longer produce content that such users enjoy freely.

Globally 7% of the world’s 3.3...

By Liz Morrell, 13 November 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

Why the marketing bubble may be about to collapse – and how digital fits into it

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Over the past 25 years, multiple economic and related bubbles have negatively impacted the United States and the world. These bubbles include the very famous dot.com bubble, the not-so-famous technology bubble, and the very financially damaging housing bubble and real estate bubble.

Whether you believe in the concept of bubbles or not, I believe that the marketing sector is on the verge of a bubble that is truly about to pop.

Let’s be real; not all media and not all trends last....

By Thaddeus Kubis, 05 November 2015, 2 comments. Categories: Best Practice, Mobile Marketing.

Industry body launches latest initiative to help tackle online ad fraud

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Online ad fraud is one of the biggest challenges the digital marketing industry faces at the moment, with fake traffic costing advertisers $6.3 billion this year alone. The challenge of course is identifying it and then prioritising efforts to deal with it.

A new classification ranking of the different types of online ad fraud may therefore help. The taxonomy has been published by the UK’s Joint Industry Committee for Web Standards (JICWEBS) and identifies 16 different malicious...

By Liz Morrell, 23 October 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

Instagram gets serious on ads: Best practices and early performance data revealed

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In the week that Instagram announced the rollout of ad functionality on its platform across the globe by the end of this month, agile marketing software provider Kenshoo has revealed what it says is best practice about what works on the platform in terms of advertising.

The company has analysed 25 active campaigns managed through its technology on Instagram to provide campaign measurements and learnings that it believes will help advertisers better target campaigns on the platform.

The performance...

By Liz Morrell, 09 September 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Social Media Marketing.

Why retailers still need to deliver a more connected experience in-store

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Instore Wi-Fi, tablets and other in-store technology was supposed to revolutionise the customer experience and in many cases it has done just that. But a new report suggests that for some the promise is not being delivered with sales staff still failing to answer customer queries instore meaning a poor experience that leaves the customer dissatisfied.

The report, from communications and network provider Vodat, suggests that many retailers aren’t making the most of the...

By Liz Morrell, 13 August 2015, 1 comment. Categories: Best Practice, Commerce, Customer Experience.

Classic ads shows great creative is still key - but data is increasingly important

Picture credit: consumerm1nkey/YouTube

Do you remember the Smash Martians (above), Yellow Pages’ JR Hartley and the PG Tips chimps? Such characters have become cult icons of the pre-Internet advertising days and could teach today’s internet marketers a thing or two, according to a new report from Acxiom.

The ads were amongst those most remembered by UK consumers in a poll of 2,000 people. The Smash Martians ad – for instant mashed potato no less – was remembered by 69.4% of those surveyed and was...

Loyalty 2.0: How retailers are innovating to improve customer loyalty

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Tesco announced recently that it had been running a trial at its new concept store on Villiers Street in central London, in which digital discount coupons were pushed to the smartphones of 40,000 shoppers who had ether passed by the store six times during a two-week period or walked in and out of nearby Embankment station. Customers could redeem their coupons by scanning them at one of the store’s self-service checkouts. Tesco described the trial as an attempt to use the...

By Luke Griffiths, 14 July 2015, 2 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.