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.

Who won the Oscars Twitter battle?

As well as the usually hotly-contested battles for best director and actors, the Oscars in recent years has become a competition for social media dominance as well. Social analytics provide a good indicator of where the public interest lies, and whether this diverges with the industry narrative.

The news coverage of the annual awards bonanza was dominated by the ongoing scandal enveloping Hollywood. Two studies of social media on Twitter both in the run up to, and during the ceremony itself from Kantar Media...

By Colm Hebblethwaite, 06 March 2018, 0 comments. Categories: Social Media Marketing, Web Analytics.

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.