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.

Facebook topples from list of top ten most-innovative brands

Battling fake news, mass data breaches and a stomach-lurching drop in share prices, it’s hardly been a good year for Mark Zuckerberg, and as if to rub salt in the wound, the social network and tech colossus has now fallen out of sight on a rank of the world’s most innovative brands.

The revelation comes as part of Brand Keys’ sixth annual

By Mark Jones, 01 August 2018, 0 comments. Categories: Advertising, Advertising Technology, S-Commerce, Social Media Marketing.

Pinterest on track for IPO as ad revenue approaches $1bn waterline

Social media company Pinterest is approaching $1bn in ad revenue, according to sources close to the group, putting in IPO (initial public offering) in arm’s reach for 2019.

The image discovery platform could double its 2017 $500 million sales revenue this year, driven in large part by success with mobile ads according to CNBC, with big fashion and beauty brands turning to the platform to get in front of 200 million monthly...

By Mark Jones, 25 July 2018, 0 comments. Categories: Native Advertising, S-Commerce, Social Media Marketing.

Facebook is bringing augmented reality ads to the news feed

With a limited supply of inventory available to advertisers in its news feed, Facebook seems to be trying out slightly more novel ways of ensuring brands are getting the best bang for their buck.  

Limited to its US users at launch, a new augmented reality (AR) feature will enable customers to virtually try on items “in just one click” from certain ads, including fashion accessories and cosmetics, as well as...

By Mark Jones, 12 July 2018, 0 comments. Categories: Advertising Technology, Branding, S-Commerce, Social Media Marketing.

When AI misses the mark: The unlikely casualties of Facebook’s political ad filter

Following its time in the public petri dish over Cambridge Analytica and implications that Russia-backed content on its platform had an influential effect on the US election results, you can’t blame Facebook for being a tad overcautious.

As part of its recently rolled-out political ad policies which requires all political advertisements to undergo verification and feature listed details of the buyer, the social network employs an artificial intelligence (AI) system to identify politically-fuelled ads...

By Mark Jones, 10 July 2018, 0 comments. Categories: Advertising, Advertising Technology, S-Commerce, Social Media Marketing.

LinkedIn rolls out Carousel Ads to ‘humanise’ B2B marketing

In similar fashion to its consumer-facing counterparts, B2B social network LinkedIn has launched Carousel Ads, allowing advertisers to display up to 10 customised, swipeable cards within one ad.

According to a blog post by product manager, Rohin Rajiv, the company hopes the update will “humanise” B2B marketing efforts and add a little colour to an otherwise non-too-descript news feed, encouraging users to engage with brands on both desktop and mobile.

By Mark Jones, 12 June 2018, 0 comments. Categories: Advertising, S-Commerce, Social Media Marketing.

UK marketers are picking up Weibo, WeChat & QR codes to target fast-growth regions

When it comes to digital marketing, there are no longer any borders, but are marketers equipped for effective advertising overseas?

A new UK-based report by Rakuten Marketing has revealed that nine in 10 marketers (89%) are now managing international marketing campaigns as companies pursue overseas growth opportunities in the borderless age of digital.

Of that majority chunk, 55% are active within Europe and an additional 14% are operating further afield.

But while digital allows for more or less unbridled...

By Mark Jones, 12 June 2018, 0 comments. Categories: Advertising, Advertising Technology, S-Commerce.

Facebook calls Marketplace onto the pitch for new ad revenue stream

Facebook has announced that businesses will now be able to advertise within its classified ad listing hub, Marketplace, in a duo of updates that finally open up the channel for monetisation.

In addition to news feed, videos, Instagram and Messenger placements, businesses will now be able to advertise directly within relevant Marketplace product feeds, although so far the new feature is only available across the US, Canada, Australia and New Zealand.

The second update comes for users of Marketplace themselves,...

By Mark Jones, 08 June 2018, 0 comments. Categories: E-Commerce, S-Commerce, Social Media Marketing.

How are chatbots evolving the retail industry?

The rise of AI has been well documented over the past few years, and there are countless predictions about how quickly robots will take over the workplace.

Chatbots have become a ubiquitous theme across almost every customer-facing industry, as businesses explore how they can incorporate the technology into their services and platforms, shaking up their customer service function and cutting costs.

As consumers have embraced the convenience of ecommerce, more conversations are taking place online. With an IBM survey...

By Guy Chiswick, 24 July 2017, 0 comments. Categories: Commerce, E-Commerce, S-Commerce.

Understanding the mind of the modern consumer

With the explosion of channels, data and technology in the retail industry, it is easy for businesses to be overwhelmed and under-informed.

Modern consumers can be an enigma. A typical purchasing decision may include a trip to a bricks and mortar store, a call with a customer service advisor, plus hours of online research.

Shoppers may use a combination of methods on some days and on other days, only use one channel.

Customers also behave differently at different times of the week, depending on what sort of...

By Richard Saysell, 18 April 2017, 0 comments. Categories: Big Data, S-Commerce.

Four ways to improve calls to action

No marketing activity is complete without asking the customer to do something.

‘Buy now’

‘Sign up here’

‘Pre-order now’

Brands usually place these calls to action (CTAs) at the end of a piece of content in the hope that customers who relate to that content will go on to perform a specific act. 

CTAs may have changed over the years, but the end goal hasn’t: put the right message in front of the right people at the right time, so they know what to do next.

It...

By Tasin Reza, 03 April 2017, 0 comments. Categories: Content Marketing, S-Commerce.

DueDil takes aim at LinkedIn with latest social selling release

(c)iStock.com/gmutlu

B2B lead generation software provider DueDil is launching DueDil Connect to further integrate company’s networks and ease the selling process – and it has LinkedIn in its sights.

With Connect, users can map their contact network across a pool of public profiles, giving teams visibility on who to contact in an organisation, by whom, and whether it will be a warm introduction or a cold call. “It’s been my dream,” DueDil CEO Damian Kimmelman tells MarketingTech....

By James Bourne, 16 March 2016, 0 comments. Categories: Data-driven marketing, S-Commerce, Social Media Marketing.

The evolution of social commerce

(Image Credit: iStockPhoto/Rawpixel)

 ‘Commerce’ before it was ‘social’?

If you can remember the first retail websites in the mid ‘90s they were pretty boring, nothing more than online versions of printed brochures that took ages to download on your dial-up modem. It wasn’t until companies like Pegasus, eBay and Amazon identified the potential of ecommerce to disintermediate traditional retail, that shopping...

By Gideon Lask, 20 March 2015, 0 comments. Categories: Commerce, Gamification, S-Commerce, Social Media Marketing.

Facebook’s new patent allows marketing to the most influential

©iStock.com/Jirsak

Trying to distinguish the influencers and experts among a sea of social media content consumers has always been tough, but the fact that Facebook has now patented a new way of doing it is likely to mean big change for the digital marketing industry.

The patent – entitled ‘Identify experts and influencers in a social network’ was granted this week, four years after first being submitted by Facebook ads boss Andrew Bosworth in 2011.

The new capability will allow...

By Liz Morrell, 18 February 2015, 0 comments. Categories: Commerce, Personalised Marketing, S-Commerce, Social Media Marketing.

Retailers struggling to come to terms with unified commerce

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Retailers have long struggled with disparate, legacy systems that have hampered their ability to integrate true omni-channel strategies.

Yet despite the recognition that a unified commerce platform can pay dividends, little more than half of retailers (53%) expect to implement a unified commerce platform in the next few years. However over the next ten years 86% of retailers plan to implement a unified commerce platform.

The conclusions have been drawn from a survey of nearly...

By Liz Morrell, 02 February 2015, 0 comments. Categories: Commerce, CRM, Customer Experience, E-Commerce, M-Commerce, S-Commerce.

Flipboard launches new Promoted Items function for advertisers

Marketers can finally look to distribute their content more widely on Flipboard after it announced the introduction of a new tool called Promoted Items this week.

From the beginning of February Levi’s and NARS Cosmetics will become two of the first brands to distribute content on Flipboard via the new Promoted Items feed. Such content – which can range from articles, videos, products or photos – will be incorporated into the Flipboard experience but will clearly be signposted as being...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Commerce, Mobile Marketing, S-Commerce, Social Media Marketing.

Where does social commerce go after 2014?

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2014 felt like the movie Groundhog Day. Wake up to the sounds of the song, I Got You Babe (or, in this case, Pharrell’s just-as-incessant ‘Happy’), then open your news provider of choice to read about yet another social network launching a ‘Buy’ button.

Pinterest in January, Facebook in July, Twitter in September - frankly, it was a surprise not to see WhatsApp reinvented as a social assistant that reads your texts, hacks your bank details, then buys...

Social business predictions show big change for marketing tech

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Companies face a number of challenges in their social transformation over the next few years. However, a new report from IDC reveals the ten factors it feels will influence decision making around social business. Many of which involve the evolution of marketing technology.

In IDC FutureScape: Worldwide Social Business Transformation 2015 predictions, the report’s authors say that business leaders should be making such decisions within the next two to four years if they...

By Liz Morrell, 22 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Commerce, S-Commerce, Social Media Marketing.

What will be the big trends for data-driven marketing in 2015?

©iStock.com/violetkaipa 

In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel,...