Content marketing secrets from Google you can’t afford to ignore

Google has spent close to 20 years learning how to serve up the best, most relevant content to searchers. It is constantly fine-tuning its technology and algorithm to improve its ability to seek out and display answers to satisfy the 3.5 billion-plus queries it receive every day.

So it makes perfect sense that marketers should try to tap into that wealth of accumulated knowledge to help make their content marketing more effective. Here are five ways that data and insights from Google can enhance a content...

By Daniel Furch, 15 December 2017, 0 comments. Categories: Search Marketing.

The many faces of beauty influence

The Beauty sector is probably one of the most dramatically impacted by the surge of social media influencers.

From “Mega-Influencers” such as Zoella and her 43M audience who have become celebrities in their own rights all the way to the thousands of young women who have built a following of a few tens of thousands, we estimate that there are around 25,000 beauty influencers in the US alone.

Despite such a plethora of choice, we were very surprised to see very different brands, targeting very...

By Nicolas Chabot, 14 December 2017, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

Mobile Engagement: When to send SMS, push notifications and in-app messages

People are consumed by their mobile devices, with mobile usage continuing to grow. The question for marketers is what is the best mobile engagement marketing channel in order to reach out to customers for each specific purpose? In this article, I will look at when is it beneficial to use SMS, push notifications or in-app messaging.

Why SMS?

SMS still matters in the age of smartphones! SMS provides an easy and immediate way to interact with customers directly in their personal message application. But if done...

By Florian Steps, 14 December 2017, 0 comments. Categories: Mobile Marketing.

Cultural stereotypes can be useful marketing tool, analysis reveals

No one likes to have assumptions made about them because of the country they come from, or the demographic they fall into. This is, however, how modern marketing works. The quest for ever-more personalised customer journeys often means putting people into neatly defined categories.

New research from AI marketing company Persado seems to show that, when it comes to email marketing at least, playing up to cultural stereotypes can be an effective strategy. The company analysed the subject lines of 3,500 emails...

By Colm Hebblethwaite, 13 December 2017, 1 comment. Categories: Email marketing.

Reordering the data treasure trove: how to be GDPR ready

For marketers, Gartner’s prediction that 8.4 billion connected things will be in use this year means two things. Firstly, they will have access to a treasure trove of data. Secondly, the omni-channel nature of this data means it’s likely information will be held across multiple isolated platforms, making it hard to find true insight gems.

And with the May 2018 GDPR deadline fast approaching, making such huge volumes of fragmented data manageable — and...

By Lindsay McEwan, 13 December 2017, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing.

Every £1 spent on display ads drives £1.94 in sales

A year-long research project involving Unilever, Nestle and the Internet Advertising Bureau (IAB) has put a number on the effect that online display ads can have on the sales of popular household brands.

The project tracked the performance of ads for nine brands - Nescafé, Häagen Dazs, Persil, PG Tips, Magnum, Surf, Maille, Tropicana and Aquafresh -  across a range of popular desktop and mobile sites such as The Guardian, Yahoo!, eBay, Gumtree, AutoTrader and Mail Online.

The researchers were...

By Colm Hebblethwaite, 12 December 2017, 0 comments. Categories: Advertising.

Solution Overload! How to spot the MarTech saturation point

As the Scott Brinker MarTech Landscape so clearly bears out, the number of tools available to marketers continues to set a new high-water mark, with no indication of slowing. In many ways, the situation is indicative of why so many professionals still struggle to reach customers effectively, and maintain positive customer experiences over time.

With an overlapping buffet of purpose-built solutions that carry out virtually any...

By Paul Mandeville, 12 December 2017, 0 comments. Categories: Best Practice.

Emojis don’t drive brand engagement

The use of emojis has added a lot to text communication. We all know that when you receive a disco dancing emoji followed by three wine glasses in response to the question of whether your friend is still on for a few after work drinks, that the night could be about to spiral out of control.

While emojis are great for adding additional meaning onto messages sent to family and friends, they could actually be detrimental to a brands image.

New research by martech company Pure360 shows that many consumers in the...

By Colm Hebblethwaite, 11 December 2017, 0 comments. Categories: Advertising, Social Media Marketing.

Cutting cookies: How Apple is sparking an internet advertising revolution

2017 has been a tough year for advertisers - from increased ad costs to growing ad blocker usage and the resulting need for more personalisation, it’s been a difficult year for the industry.

Apple’s recent news hasn’t helped either.

The company’s new “intelligent tracking prevention” is set to completely change the advertising scene.

So, what exactly does it mean? To put it simply, iOS 11, Apple’s forthcoming software update, will make it harder...

By Adam Rubach, 11 December 2017, 0 comments. Categories: Advertising Technology.

Is Bing Ads better value for marketers than AdWords?

Even though it is often maligned, Bing is not as irrelevant in the face of its main competitor as many consumers, and marketers, think.

Microsoft’s search engine holds a 25% market share in the UK, amounting to around 896 million monthly searches. Importantly, the engine has seen a 43% year-on-year market share growth, all of which makes it an important channel for paid search.

New research by MediaVision suggests that Bing could actually offer marketers higher conversion rates and cheaper cost per...

By Colm Hebblethwaite, 08 December 2017, 0 comments. Categories: Search Marketing.

The cost of custom web fonts

Consistency matters in marketing. Delivering a seamless experience across all channels helps to reassure customers and reinforce brand values.

So the ability to deliver custom, brand-specific, fonts on websites is hugely valuable. The trouble is that not everyone recognises the cost. Custom fonts make websites slower. And slow websites frustrate visitors.

The impact on the bottom line is measurable and real, with a growing list of case studies showing a link between a website’s speed and KPIs such as

By Alex Painter, 08 December 2017, 0 comments. Categories: Social Media Marketing.

Half of young Britons purchased influencer-promoted products in 2017

Influencer marketing campaigns have proved to be an effective strategy in 2017, with over half of young adults in the UK purchasing an item that has been promoted by an influencer.

New research by affiliate network affilinet polled 2,293 UK adults aged 18-30 on what they thought had most affected their purchasing decisions over the last 12 months. The results show that young consumers are more likely to look to YouTubers, bloggers and other influencers as sources of purchase information.

63% of those surveyed...

By Colm Hebblethwaite, 07 December 2017, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

ASA’s announcement to ban gender stereotypes impacts 57% of UK marketers

The results of Shutterstock’s 2017 survey of marketer’s use of imagery, shows that the Advertising Standards Authority (ASA) decision to remove gender stereotypes is having a pronounced effect on ad campaigns.

The survey of 500 UK marketers found that 57% of respondents said they were already being impacted by the ASA’s plan to bring in new guidelines on gender stereotyping in 2018.

35% reported using a larger number of images that featured women in the last 12 months. The data also showed...

By Colm Hebblethwaite, 06 December 2017, 0 comments. Categories: Advertising, Best Practice.

Evolving to the new age of customer experience

The evolving demands of modern-day customers have made it increasingly challenging for brands to engage with audiences. The digital age demands that brands quickly get to grips with digital platforms, which by their very nature encourage lower tolerance to poor customer service. The digital age is also unforgiving.

Our research with the CMO Council found nearly half of North American and European consumers will abandon a brand and take their money...

By Marcus Ruebsam, 06 December 2017, 0 comments. Categories: Customer Experience, E-Commerce.

Capgemini: Emotional engagement could add 5% to retailers’ annual revenues

As traditional loyalty programmes continue to fall out of favour due to their inability to drum the kind of engagement marketers crave, there is a disconnect between executives and consumers on what drives emotional engagement.

According to Capgemini, which surveyed 9,000 consumers and 500 executives, 80% of executives feel that their brand understands the needs and desires of their consumers. Only 15% of the consumers surveyed, however, agreed with this statement.

It is clear that consumers are falling out...

By Colm Hebblethwaite, 05 December 2017, 0 comments. Categories: Commerce, Customer Experience.

How to use video crowdsourcing to supercharge content marketing

Content marketers do not use enough video. Even though it is the most powerful marketing medium, video has traditionally been too expensive, complex and time-consuming for marketers. As a result they haven’t been able to use it as much as they would like.

Not anymore.

Crowdsourcing your video harnesses a dynamo of global creativity – at a manageable budget - that can transform your content in its authenticity, diversity, virality and impact.

How does it work?

Crowdsourcing can be a nervy...

By Jeffrey Lee, 05 December 2017, 0 comments. Categories: Video & Audio Marketing.

The humble text message is 25 years old

A feature of modern life so innocuous and widespread, the humble text message seems like it has been around forever. The first SMS (Short Message Service) was sent on 3 December 1992.

Which means the text message is now officially 25 years old.

With Whitney Houston’s I Will Always Love you number one in the US and Home Alone 2 sitting on top of the Box Office, the first SMS was sent by 22-year old Sema Group software architect Neil Papworth.

The message said simply, ‘Merry Christmas’ and was sent over Vodafone’s...

By Colm Hebblethwaite, 04 December 2017, 1 comment. Categories: Mobile Marketing.

Human to human: The end of B2B/C marketing

When I first began my career, I’d hear people say things like “business is business,” which they would use as an excuse for treating people badly. Today, more people are realizing that business is actually just people, which completely shifts the paradigm. Your approach should shift with it.

Marketing has traditionally been segmented into two categories -- business to business and business to consumer – also known as B2B and B2C.

Even these names imply an impersonal, transactional...

By Scott Axcell, 04 December 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Moving from ROI navel-gazing to smarter journeys

Global spending on media is expected to reach $2.1 trillion in 2019, an increase of $500 billion since 2014. It’s hardly surprising that with so much more money being spent on marketing, businesses are asking questions about what they are getting in return.

The challenge being that many successful marketing programmes may only demonstrate their full return on investment (ROI) after several years. While every investment promises increased ROI,...

By Mark Haviland, 01 December 2017, 0 comments. Categories: Customer Experience.