From brand storytelling to “storyliving” through VR

In the earliest days of television, no one had quite figured out the complicated new medium and the earliest TV programs reflected that. Many were just a camera pointed at people doing a radio show. It takes time to understand and create new stories in a new medium.

It may sound silly, but today’s commonly accepted practices around establishing shots and flashbacks were once clever new devices in film and television storytelling.

VR is the next evolution of visual storytelling. And it brings new...

By Rob Kendal, 04 April 2018, 0 comments. Categories: Branding, Video & Audio Marketing.

If you want to disrupt – listen to the haters

Meet the 2017 CNBC Disruptor 50 companies. All CMOs who read this list do so hoping none of the companies on it are targeting their industries.

Disruptors aren’t interested in playing nice; they want to change the game. Enterprise leaders facing disruptive startups could find themselves outgunned if they don’t learn how to navigate a new type of battlefield.

Gillette was 

By Darshan Mehta, 03 April 2018, 0 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.

23% of UK population listened to a podcast in the last month

According to Acast, the podcasting boom is still well underway, with a survey of 1,335 adults showing that 23% had listened to at least one in the last month.

The company has launched a quarterly Audio Intelligence report to rack audio consumption habits in the UK, US and Australian markets.

“This research is crucial to understanding where the industry is headed,” said Susie Warhurst, UK Director of Content. “The more we know about how people behave and what they think, the better we can...

By Colm Hebblethwaite, 29 March 2018, 2 comments. Categories: Video & Audio Marketing.

Here’s how we can really ‘fix Facebook’

Facebook seems to have a good way of dealing with issues. They deal with them before they happen. Following the Cambridge Analytica data breach, they claimed this couldn’t happen on Facebook today. Job done.

Likewise, Google were easily able to solve the brand safety concerns on YouTube with a few tweaks to their algorithm last year. Not to mention, they’ve also recently solved the fake news problem with their Google News Initiative.

Of course, the problem with these solutions is the continued...

Counting time: Understanding ecommerce ROI

In the age of digital transformation, ecommerce teams have become one of the most vital commodities for businesses, especially for companies struggling with loss-making traditional channels to market.

And, yet how many organisations are actively empowering these teams to maximise their corporate value? Facing the escalating cost of talented ecommerce experts, there is a pressing need to unlock the potential of existing teams.

Right now, far too many ecommerce teams are operating blind, using gut-feel and best...

By Duncan Keene, 29 March 2018, 0 comments. Categories: E-Commerce.

Majority of students considering taking a break from social media

Students are often portrayed as hyper-connected to the world around them through social media, unable to go anywhere without flashing a quick selfie and unable to eat out without logging a couple of artistically filtered shots of their food.

This perception could, however, turn out to be a little off the mark. The last few years have see the shine come off the social media craze of the last decade, with many people beginning to wonder if constant connection to your peers can have negative side...

By Colm Hebblethwaite, 28 March 2018, 0 comments. Categories: Social Media Marketing.

Its all about ‘LUV’ for relationship marketers

Power of LUV.

If you’re a relationship marketer, the questions you ask yourself at work sound very similar to the questions you ask when you’re dating. How do you go about giving a good first impression? What are ways to keep the conversation going? And how do you make your interactions meaningful?

There is a very similar give and take when it comes to creating great customer engagement. In order to foster a positive relationship in today’s crowded marketplaces, marketers need to put in the...

By Christopher Baldwin, 28 March 2018, 0 comments. Categories: Customer Experience, Personalised Marketing.

Are programmatic budgets being held back by poor measurement?

The majority of advertisers think that being able to more effectively measure the success of campaigns would allow them to justify additional investment in programmatic.

Infectious Media surveyed 214 decision-making marketers who are engaged in programmatic and have budgets of over $100,000. The respondents had programmatic remits in EMEA, APAC or North America, and 90% agreed that better measurement would make justifying increased investment easier.

66% reported that accurately measuring their campaigns was...

By Colm Hebblethwaite, 27 March 2018, 0 comments. Categories: Programmatic.

Why bringing programmatic in-house isn’t a quick fix solution

Programmatic has caused a seismic shift in the digital advertising industry and it is predicted up to 90% of digital display advertising will be traded programmatically in the UK by 2019.

This is no surprise given the benefits programmatic advertising can bring in scale and efficiency, yet the technology also comes with potential complications; issues with transparency, brand safety, viewability and fraud have been discussed at...

By Chris Dobson, 27 March 2018, 0 comments. Categories: Programmatic.

Location-based mobile ads drive double the engagement of generic

New research by Verve has shown that consumers are twice as likely to engage with mobile ads that utilise location data then they would with generic ads.

The company surveyed 2,000 UK adults also found that mobile ads related to user hobbies and interests perform much better than generic mobile ads. Of those surveyed who have engaged with mobile ads, 33% said they would engage with one that was related to something or somewhere they planned for the future.

The rewards are clearly there for marketers who make...

By Colm Hebblethwaite, 26 March 2018, 0 comments. Categories: Mobile Marketing.

When a chatbot says sorry, does it really mean it?

Empathy is defined as ‘the ability to understand and share the feelings of another’. Whilst noticeably critical in personal communications, it turns out it’s equally as important in business. In fact, the more a company empathises with customers, the better it drives growth and productivity. Providing a sense of empathy will grant businesses a competitive advantage and customer loyalty – and do a world of good to their bottom line.

When customers use mobile apps, engage with frontline...

By Robin Collyer, 26 March 2018, 0 comments. Categories: Customer Experience.

Report says brands need to wake up to “dramatically shifting” needs of children

Brands that sell products to children need to make sure that they understand the “dramatically shifting” environment that young people are growing up in.

20,000 UK children were surveyed as part of the latest Future Forecasts report form the research agency Kids Insights. Among the key changes that brands need to consider are technological changes, the evolving demands of younger consumers, the rise of YouTube stars and the increasing demand for gender neutral products.

The report comes as brands...

By Colm Hebblethwaite, 23 March 2018, 0 comments. Categories: Advertising, Social Media Marketing, Video & Audio Marketing.

Cambridge Analytica: Immoral vs illegal data capture

You can’t have failed to notice the news surrounding Cambridge Analytica and its pooling of Facebook data. But what is Cambridge Analytica? Why does it exist? How did it apparently ‘breach’ Facebook and gather the data of tens of millions of profiles?

So far, there is no evidence of a data breach per se —no data was taken which was not publicly available. The word breach has been used somewhat liberally; the headlines could be more accurately described as ‘Cambridge Analytica used Facebook...

By Mitch Vidler, 23 March 2018, 0 comments. Categories: Big Data, Social Media Marketing.

Consumers don’t mind ads on mobile, as long as they are optimised properly

Ads can be annoying, especially on mobile. But, according to research IAB UK the main source of annoyance for consumers using mobile is not the ads themselves, but the fact that a lot of them aren’t optimised for the format.

12,000 UK adults were asked about their feelings towards mobile advertising, and the vast majority of them are in favour of ads in order to keep online content free. 84% prefer ads to paying for an ad-free experience.

“A sustainable future is about making the experience work...

By Colm Hebblethwaite, 22 March 2018, 0 comments. Categories: Advertising, Mobile Marketing.

Evolving programmatic for a world of video convergence

The lines between TV and digital video are blurring.

Big-screen viewing through IP delivery – via STB, VOD and OTT devices – is growing fast. Video consumption via these channels is rapidly catching up with desktop viewing and is already an integral part of the living room experience alongside traditional linear TV. At the same time experimentation with automated trading models is increasing, with programmatic...

By Thomas Bremond, 22 March 2018, 0 comments. Categories: Programmatic, Video & Audio Marketing.

Try-before-you-buy trend will see retailers face “returns tsunami”

As online companies continue to exert an ever greater influence over the consumer products market, a new trend has emerged that could be dangerous for unprepared retailers. The last year has seen companies like ASOS, Topman and schuh introduce try-before-you-buy options for consumers.

ASOS is a leading pioneer of this kind of approach, introducing their try-before-you-buy initiative in November 2017 in partnership with payment company Klarna. The scheme, which has been adopted by other retailers, allow...

By Colm Hebblethwaite, 21 March 2018, 0 comments. Categories: E-Commerce.

GDPR: Two big benefits advertisers can expect in 2018

This year, GDPR will go into effect. With that comes new rules surrounding digital data collection -- specifically, data from consumers. Now, EU audiences will have more control over how their personal information is mined and used.

In the advertising world, reception to this new regulation has generally been icy. Advertisers rely on consumer data to develop personal -- and ultimately successful -- advertising experiences. GDPR, however, will treat both anonymous and personal data in the same way, which could...

By Chris Hogg, 21 March 2018, 0 comments. Categories: Advertising.

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, 1 comment. 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.