Live chat bots and chat-bots edge out email

Technology is not only changing the way that brands interact with their customers, it also seems to be opening a gig generational gap between customers themselves. New research from Narvar and YouGov shows that contacting a company via email is falling out of favour with younger consumers.

The survey of 2,994 UK consumers, all of whom had bought something online in the previous six months, showed that millennials are 20% less likely to contact a retailer via email than baby boomers.

However, both age-ranges...

By Colm Hebblethwaite, 20 March 2018, 0 comments. Categories: Customer Experience.

The power of real-world testing

As today’s retail environment grows ever more competitive and the variety of products in our shops increases inexorably, those who know where and how shoppers are most likely to choose a product have a clear advantage.

Testing, and in particular, real-world testing has become a key tool for brands as they strive to understand shopper behaviour and how to design products and secondary packaging that stands out on the crowded shelves.

Snap decisions

We all know the majority of consumer purchasing decisions take place...

By Wim Wouters, 20 March 2018, 0 comments. Categories: Branding, Commerce.

Forrester: 15% of marketers currently GDPR compliant

GDPR is getting really close now, and a new report by Forrester suggests that only a small minority of B2B marketing confident that their organisation is currently fully compliant with the new requirements.  

The company interviewed 66 B2B marketing professionals in January and found that 15% think that are completely ready for implementation day on May 25. 18% have not yet settled on a strategy going forward, while the majority consider themselves to be partially ready.

The regulation marks a...

By Colm Hebblethwaite, 19 March 2018, 0 comments. Categories: Data-driven marketing.

Avoiding Frankenclouds - why you need built, not bought

Here’s an interesting question – would you choose a solution that has been purpose built to handle all aspects of a marketer’s needs? Or would you prefer to use a solution that has been created through a variety of sources, in a vain attempt to offer some semblance of an all-encompassing offering, which would you go for?

For some organisations they have no choice but to work with what they have. Those investing in new solutions would likely use the former – let’s explore –...

By Grant Coleman, 19 March 2018, 0 comments. Categories: CRM, Data-driven marketing, Marketing Cloud.

IAB: digital display raises brand awareness by up to 12%

The Interactive Advertising Bureau (IAB) has realeased the results of its meta-analysis into the effectiveness of digital display advertising campaigns.

The report, created in collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), looked at the results from 675 individual campaigns from 2008 through to 2017.

The metrics used to measure how well campaigns performed were brand awareness, brand perception, education and sales intent.

The results point towards an...

By Colm Hebblethwaite, 16 March 2018, 0 comments. Categories: Advertising.

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.

The three new rules of retail marketing

Marketers at top retail companies will tell you how much they have to adapt their strategies to keep up with the demands of the changing retail landscape. If recent ONS retail figures have shown us anything, it is that marketers are playing by new rules when it comes to customer engagement.  

Several common themes have emerged which makes it possible to define the three key new rules of retail marketing: 

1.) Retail brands offering the best digital experiences will win

Customer experience is at a...

By Carl Tsukahara, 15 March 2018, 0 comments. Categories: Commerce.

Google took down 3.2 billion ads in 2017

Google has detailed the type of ‘bad ads’ that it targeted for removal from its platform in 2017. The data was released as part of the company’s fifth annual report on ads that violated its conditions.

The company claims to have removed over 3.2 billion ads in 2017, way up from the 700 million it reported in 2015. That equates to over 100 ads being taken down per second.

The main type of bad ads targeted for removal were websites duplicating content from other sites (12,000), tabloid...

By Colm Hebblethwaite, 14 March 2018, 0 comments. Categories: Advertising Technology.

Marketing to machines: how to survive the search revolution

If you’re old enough to have used encyclopedias and microfiche, you likely remember how online search engines like Lycos and Yahoo revolutionized the way we find information. And the way we do marketing.

Before the advent of online search, marketing was heavily reliant on TV, radio and print ads combined with a bit of luck. But online search changed all that. Suddenly brands could reach the right audience for a fraction of the cost. And as search engines and paid search evolved, marketing has gotten...

By Axel Steinman, 14 March 2018, 0 comments. Categories: Search Marketing.

Developers use adblockers and don’t engage with online ads

Adblocker usage is much higher than the average for internet users, according to the newly released State of Developer Engagement Report from Stack Overflow. The world’s largest online community for developers surveyed its users from the programmer workforce and gained over 100,000 responses from 183 countries.

The responses reveal a number of challenges for advertisers that are specifically looking to target developer audiences.

For a start, 72% of developer respondents reported using an adblocker...

By Colm Hebblethwaite, 13 March 2018, 2 comments. Categories: Advertising, Advertising Technology.

It’s time to take action to manage digital risk and protect your brand

I am one of you. I have been in the marketing field for more than 20 years and have seen unimaginable technology shifts that have made the world a more connected and efficient digital machine.

We can now engage digitally with consumers around the globe on so many screens (watch, mobile, tablet, laptop, desktop, TV, automobile, etc), at any place and at any time. The companies we work for have greatly benefited from this new digital age. We now have data everywhere, including customers, employees, and third...

By Dan Lowden, 13 March 2018, 0 comments. Categories: Branding.

Dropbox and Salesforce team up to drive enterprise collaboration and brand engagement

Leading collaboration Dropbox has announced that it is joining forces with the world’s most widely used CRM provider Salesforce. The news is certainly likely to give Dropbox a major boost as it prepares for its IPO later this year.   

The pair aim to deliver two new integrations they hope will allow for better inter-organisational collaboration and providing a better drive for brand engagement.

“Customer success is core to everything we do at Salesforce and it inspires our...

By Colm Hebblethwaite, 12 March 2018, 0 comments. Categories: CRM.

Mobile gaming: there’s a new entertainment player in town

A switch to the smaller screen

It’s no secret that games consoles dating as far back as the Sega Mega Drive and Nintendo SNES have enjoyed pride of place in living rooms around the world, providing a welcome dose of entertainment and a brief escape from reality.

But, thanks to incredible advances in mobile technology – just look at the iPhone X and Google Pixel 2 – gaming on the small screen in your pocket is giving the latest consoles a run for their money. And that means big opportunities...

By John-Paul Burke, 12 March 2018, 1 comment. Categories: M-Commerce, Mobile Marketing.

Mornings and lunchtimes worst time to ask people to re-subscribe, says study

With GDPR coming into force in just over two months, the issue of trying to reconfirm marketing preferences and asking consumers to re-subscribe is weighing heavily on a lot of company’s minds.

The new regulations make it a requirement for companies to gain the explicit consent of individuals if they are going to store and user their data. Individuals will have to specifically opt-in for things like marketing emails, instead of having a box pre-ticked for them.

One effect is that a lot of organisations...

By Colm Hebblethwaite, 09 March 2018, 1 comment. Categories: Email marketing.

Tapping into the power and influence of online reviews

Every day we make simple and complex decisions. There are a lot of factors that go into our decision-making process. Some factors are very clear, others are subtler.

Take a moment to think about the last time you made a big purchase – a new computer, a winter coat, or an all-inclusive holiday package. To start your purchase journey, you probably checked out a brand’s digital channels: a website, a Facebook page or a blog. While there, you might have quickly posted something to your own social...

By Dayle Hall, 09 March 2018, 1 comment. Categories: Customer Experience, Personalised Marketing.

International Women’s Day: comments from the ad industry

Today (8 March) is International Women’s Day, and this year’s them is all about pushing for gendar parity. A recent report from the World Economic Forum claims that while the difference in pay between the genders has been a topic of growing importance, real progress seems to be some far off.

The report estimates that it will take 217 years to achieve gender parity across the world.

The marketing and advertising industry have been eager to jump on the...

By Colm Hebblethwaite, 08 March 2018, 0 comments. Categories: Advertising, Best Practice.

Four common ABM myths busted

By now, most of us are familiar with the trendy term account-based marketing (ABM). At its core, ABM is used to nurture specific high-value accounts and reach stakeholders in a personalized manner, with the primary goal of generating more revenue and retention.

The focus is on the quality of engagements with your targeted accounts, but there’s nothing fundamentally new about the concept of ABM. For decades, highly profitable enterprises have been executing high-touch marketing programs and finding...

By Sanjay Castelino, 08 March 2018, 0 comments. Categories: Personalised Marketing.

What kind of music is best for campaigns?

We can all pull some short jingle for a long-discontinued brand out of the depths of our minds if prompted in the right way. Equally, distinctive brand imaging or logos have the ability to stick to our subconscious like Velcro.

Music is an important tool in the marketing toolkit and is capable of elevating a campaign from bog standard to ubiquitous. Among consumers as well, music is often thought of as being more memorable when it is used in a marketing context.

At least, this is what 60% of respondents said...

By Colm Hebblethwaite, 07 March 2018, 0 comments. Categories: Video & Audio Marketing.

Podcasts: how hardware is driving listening to new heights

The old adage ‘we’ve never had it so good’ gets applied to a lot of things, however at the outset of 2018 it is definitely true when it comes to how consumers access content.

The evolution of smartphones, mobile networks and consumer expectations have all converged to allow the public to be able to watch videos, listen to music or access social media all for free, wherever they are.

From a marketing perspective, one of the most compelling content platforms to have recently blossomed has been podcasting....

By Oli Walters, 07 March 2018, 0 comments. Categories: Video & Audio Marketing.