Emotions: the key to great UX

The success of marketing often depends on how effectively you can tap into the emotions of your target audience. A well-designed website, good navigation, intuitive UX and easy to understand copy make things simple and give your visitors a sense of control.

This can be a strong and positive emotion, which builds trust and helps customers or leads see value from your content and see your brand in a positive light.

This article looks at the value that UX brings to your customers and your brand, and provide some...

By Sam Gowing, 06 March 2018, 0 comments. Categories: Customer Experience, Web Analytics.

Can your employees recite your organisation’s vision and values?

You would expect that of all the members of a company’s workforce, marketing employees would be the best bet to give strangers a word-perfect recitation of its vision and values.

Well, according to a survey of 2,000 UK employees by Rungway, this assumption could be wrong. 52% of the marketing professionals surveyed could not recite their company’s vision and 49% could not list its values.

39% reported that they would have liked to have more involvement in the production of their employers vision...

By Colm Hebblethwaite, 02 March 2018, 0 comments. Categories: Best Practice.

How store locators can work wonders for your SEO

Creating a mutually complementary in-store and online presence is one of the biggest marketing challenges retailers with websites and brick-and-mortar stores face. All too often, they exist as separate entities, battling for custom rather than working together to enhance customer experience.

One of the most effective ways for retailers, restaurant chains, hotels and service providers to bridge the gap between the physical and the online is to add a store locator to their website. That makes it much easier for...

By Vincent Naigeon, 02 March 2018, 0 comments. Categories: Commerce, Search Marketing.

Google on top again as search beats social on referral traffic

According to research by content marketing platform Shareaholic, search outpaced social in the percentage of overall traffic that it delivered in 2017. This reverses a trend of social dominance that began in 2014.

The analytic platform looked at externally referred traffic from over 400 million internet users and 250,000 mobile and desktop sites. A year ago site visitors were more likely to be referred from social networks, but search seems to have made a comeback in 2017.

Search drove 35% of site visits in...

By Colm Hebblethwaite, 01 March 2018, 1 comment. Categories: Search Marketing, Social Media Marketing.

The customer journey: A smooth path?

How many of us follow the same purchasing habits today as we did even five years ago? Very few. How many businesses rely on the same sales and marketing approach as they did five years ago?

More than you would think.

In the rapidly evolving digital era, the rules have been (and are still being) fundamentally rewritten. It used to be the supplier who created interest in their products and services, pushing out information and offers as part of lead generation campaigns. But now it is the consumer who is firmly...

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.

MWC2018 - Roundup of the main smartphone announcements

As would be expected of an event where it takes a solid 40 minutes to walk from one end to the other, there is a lot going on at this years Mobile World Congress (MWC).

Taking place in an uncharacteristically grey and gloomy Barcelona, this year’s event featured all the big players in the smartphone market.

Here is a rundown of all the major smartphone-related announcements so far on day 2.


Samsung used MWC 2018 to showcase the latest version of its flagship Galaxy line of phones  in a big (and widely

By Colm Hebblethwaite, 27 February 2018, 0 comments. Categories: Mobile Marketing.

Messenger Broadcast: Social’s tactics to achieving GDPR compliance

Facebook has confirmed that it is privately testing a new platform called Broadcast, which will allow brands to send automated messages en masse to consumers via Messenger.

Whilst the promise of being able to reach the platform’s two billion users may be enticing, marketers need to consider several factors before siphoning 2018’s budgets for the service.

From the outset, it may seem as if Facebook is missing the mark with this latest offering. In...

By Judy Boniface, 27 February 2018, 0 comments. Categories: Big Data, Data-driven marketing.

Journey analytics show the customer experience through a different lens

Marketing directors can’t make decisions in a vacuum. They need information about their customers, their channels and all the touchpoints that help them to connect with each other. How can they deliver what the customer wants unless they can see through the customer’s lens?

Customer interactions with a brand are now defined as their ‘journey’ and it is insight into that journey that helps organisations to plan product roadmaps or launch new services. McKinsey calls it

By Fabrice Martin, 26 February 2018, 0 comments. Categories: Customer Experience, Web Analytics.

How E-Commerce teams can benefit from Marketing Calendar Software

It is a new year and several e-commerce marketing teams are looking for improved methods of operating efficiently. Lightly resourced are these departments considering the number of marketing channels or tactics utilized to promote their products and brands.

They’re inundated with communicating plans, changes to plans by constantly updating and sending spreadsheets across the organization. These activities are literally occurring until final publication of content to all digital, social and mobile...

By Rahim Kassam, 23 February 2018, 0 comments. Categories: E-Commerce.

Google introduces AdSense Auto Ads

Google is bringing more AI into its ad business with the introduction of a new ad unit for AdSense. The new release aims to use the power of machine learning to try and optimise ad placement.

The new Auto Ads uses machine learning to “read” webpages and work out what the most appropriate places to put ads might be, and how many ads should be run. Publishers can activate the feature by adding a single line of code to their pages.

The service first appeared in a quiet, limited beta in in the second...

By Colm Hebblethwaite, 22 February 2018, 0 comments. Categories: Advertising Technology, Automation.

How to spend a limited digital marketing budget in 2018/19

It’s an important objective imposed on marketers every single year – how best to squeeze every drop out of the annual budget.

Even industry professionals who, on paper, have more cash to splash, are still pressed to make their spend go further. And then there are those less fortunate of course, who have their budgets cut whilst the targets remain as competitive as ever.

So, whichever scenario you find yourself in, if you’re faced with a ‘limited budget’, what should the focus be...

By Andy McCaul, 22 February 2018, 1 comment. Categories: CRM, Email marketing, Paid Search, Search Marketing.

Customer experience management top strategic priority for 2018/19

A global survey of 13,000 marketing, creative and technology professionals has found that customer experience management has emerged as the top strategic priority for businesses in the coming year.

The findings were published by Adobe and Econsultancy as part of the former’s Digital Trends report for 2018. 45% of respondents ranked customer experience as one of their three most important tasks in the next 12 months, with 20% listing it as their primary strategic focus.

Many think that they are on their...

By Colm Hebblethwaite, 21 February 2018, 0 comments. Categories: Customer Experience.

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.

Third of Winter Olympics viewers watching online

A global survey of over 30,000 Winter Olympics fans has found that 35% are now consuming the sports extravaganza online.

The data was compiled by tech company GlobalWebIndex, who is calling the findings a “huge opportunity” for online advertisers. The company polled people who identified as Winter Olympics fans by the fact that they watch the event either on TV or online. These fans spend an average of two hours and 24 minutes a day on social media.

Amongst online viewers, it is YouTube, perhaps...

By Colm Hebblethwaite, 20 February 2018, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

How testing can harm sales

Testing is important in marketing. An ongoing cycle of testing, optimising and retesting helps to ensure that you’re always improving, and A/B and multivariate testing are incredibly popular for websites. Identifying the factors or combination of factors that deliver the best results is extremely valuable.

But one thing that is commonly overlooked is the impact of testing on websites – or specifically, on page load times.

Not everyone realises that third-party testing services can slow web pages...

By Alex Painter, 20 February 2018, 0 comments. Categories: Best Practice, Web Analytics.

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.

Five ways to combat shopping cart abandonment

It’s February, and that means only one thing - its 11 months until the next set of January sales.

A few years ago, consumers would have to battle huge crowds, trudging from shop to shop in the freezing cold, elbowing people out the way to get the best deals only to find they’ve run out of stock...but, this year it is likely that many of us were getting our hands on cut price products from our warm and cozy living rooms.  

In 2018, sales shopping on the high street is but a distant memory for...

By Sam O'Meara, 16 February 2018, 0 comments. Categories: E-Commerce.