The average person has 7 social media accounts

It can be easy to lose track of how many social media accounts you have. After all, how many people of a certain age never officially closed down their MySpace account?

According to a new report from GlobalWebIndex, the average person now has 7.6 active social media accounts, with 98% of people having at least one social network account. The tech company polled 89,029 people aged 16-64 across 40 countries.

The average number of social networks raises with young consumers to 8.7 for those aged 16-34, although...

By Colm Hebblethwaite, 17 November 2017, 0 comments. Categories: Social Media Marketing.

The future of the iPhone for Advertisers

At the time of its launch Steve Jobs described it as “a revolutionary mobile phone and a breakthrough internet communications device”.

Apple claimed it would completely redefine consumers relationships a mobile phone. And they weren’t wrong. The iPhone is arguably the device that kick-started the smartphone market, and put smart devices in everyone’s pocket – which in turn has revolutionised the jobs of marketers.

However, following the release of the iPhone X and the year...

By Patrik Fagerlund, 17 November 2017, 0 comments. Categories: Advertising, Advertising Technology.

Creativity and AI: where do we go from here

AI’s raison d'etre in the creative fields isn’t to replace the art of the human mind; it’s to aid the process and help champion creativity.

The reach of artificial intelligence (AI) in creativity - and how far we’re willing to let it go - is an overarching topic amongst many creatives. They are still unsure about the level of trust they should place in the technology and if it’s there to replace or aid them.


The idea of associating creativity with a machine has,...

By Olga Egorsheva, 16 November 2017, 0 comments. Categories: Automation.

Forrester’s: 2018 will see chief growth officers replace CMOs

Forrester have released their predictions for what 2018 will hold, ranging from retail to GDPR.

In the world of CMOs, the company has predicted that marketing meetings in 2018 are going to dominated by one word: ‘growth’.

But not normal growth, CEOs are all going to be after the elusive ‘disruptive growth’. In a commercial landscape coming to be defined by rapid consumer-driven change, CMOs will be under pressure to make sure their organisations stay ahead of the...

By Colm Hebblethwaite, 15 November 2017, 0 comments. Categories: Advertising, Branding, Customer Experience, Personalised Marketing.

Why automated content writing isn't worth the risk

A sense of impending doom has intensified in recent years, with various news reports and television dramas depicting a near-future of fallible humans being forced onto the breadline, replaced by a superior workforce of robots.

While this dystopian theme has long been the fare of science fiction, for many, the prospect of C-3PO delivering their P45 is fast becoming a reality.

Indeed, the BBC’s ‘Will a robot take your job?’ report - collating data...

By Magnus Linklater, 15 November 2017, 0 comments. Categories: Automation, Content Marketing, Data-driven marketing.

How to be a maverick

Competition is increasing, the pace of change within business is getting faster and digital technology is disrupting traditional work practices.

The pressure to keep pace with digital transformation is a concern for many firms, according to the SalesTech report by CITE research and SugarCRM – 63% of companies are worried about the cost and effort needed to keep systems up to date and 34% view their organisations resisting change as...

By Clint Oram, 15 November 2017, 0 comments. Categories: Best Practice, CRM, Customer Experience.

Consumers willing to share location data with apps despite privacy concerns

Consumer willingness to share their mobile device’s location data with apps has grown in the last two years, although many still harbour significant concerns

The figures come from new research by mobile marketing platform Verve that asked 2,000 UK adults how comfortable they were letting independent apps know their whereabouts.

55% of respondents said that they were more comfortable sharing the information now than they were two years ago, with 73% allowing select apps to access the information....

By Colm Hebblethwaite, 14 November 2017, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Mastering the art of blending in: the future of native video

The past few years has seen a major shift in video advertising from blanket marketing to contextually relevant, non-intrusive ads.

Much of the change is owing to social media, with rising user demand for ads that don’t disrupt mobile newsfeeds, fuelling a movement towards ‘environmentally friendly’ formats across the entire online ecosystem.

Of course, this isn’t universal across social – to continue maximising their revenue per user, platforms such as

By Ally Stuart, 14 November 2017, 0 comments. Categories: Video & Audio Marketing.

Half of Brits prefer buying physical media over digital downloads

According to a new study by ecommerce giant eBay, 52% of British consumers now claim to prefer physical books, music, film/TV and video games over digital downloads.

As part of its Guide to Physical Media, the company interviewed over 2,000 adult consumers across the UK.

 76% of those surveyed have bought at least one item of physical media in the last year. The main reasons given for going physical over the often-easier route of digital downloads were the emotional satisfaction of ownership and an increasing desire...

By Colm Hebblethwaite, 13 November 2017, 0 comments. Categories: Commerce, E-Commerce.

‘Tis the season for Augmented Reality

Any and every seasonal period, whether this is Christmas or Valentine’s Day, is fraught with competition from opposing retailers. It’s a metaphorical pile-up in terms of brands clambering over each other to reach the purse strings of their prospective customers.

The truth is, customers buy because of their need – the art of persuasion is really eroding away at a rate of knots, and even the annual Christmas ads only real appeal aesthetically; something that is treated more as a feature film...

By Richard Corps, 13 November 2017, 0 comments. Categories: Commerce, Video & Audio Marketing.

Gearing up for the largest ecommerce event of the year: China’s Single’s Day

Consumers in the UK, US and Europe may be looking forward to picking up discounted goods in the run up to Christmas in the Black Friday holiday sales in late November. But many would have no idea that the largest ecommerce event on the planet is happening across the world.

11 November is China’s Single’s Day. Spearheaded by ecommerce giant Alibaba, the holiday began as an ‘anti-Valentine’s Day’ in 2009, the event has grown into a global online shopping extravaganza.

“In the...

By Colm Hebblethwaite, 10 November 2017, 0 comments. Categories: E-Commerce.

The problem with vanity metrics – how marketers can stay focused

Earlier this year Yogendra Vasupal, the founder of Stayzilla, announced in a blog post he would shut down all operations of his company – despite having recently raised $33.5 million.

Yogendra wrote an honest and transparent post highlighting the reasons for his decision and admitting that he made mistakes. In the post, he openly admits the company focused on irrelevant data which ultimately led to their demise:

The initial seven years were all...

By Claire Walker, 10 November 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Chatbots and the rise of conversational marketing

In an ideal world, every brand would be able to dedicate enough resources to give each customer the time and attention they need. Nothing can be as annoying for a customer as a bad or lacklustre customer service experience, where they feel that they were not being given the attention they deserved.

If a brand gives too many of their customers this kind of experience, they may find that they don’t have as many customers after a while.

In a survey of Fortune 500 marketing professionals carried out by...

By Colm Hebblethwaite, 09 November 2017, 0 comments. Categories: Customer Experience, Personalised Marketing.

Why GDPR is an opportunity

After seeing all the emerging solutions on offer at the Technology for Marketing Conference (TFM) at the end of September, I was reminded just how far technology has come in the last couple of decades, and how far it has still to go.

When I took the leap from customer services into marketing in 1989, I was hooked from the very beginning. Within a few short months, I began my Chartered Institute of Marketing qualifications.

Looking back now those learnings seem so basic compared to what is on offer today. But...

By Deborah Betteridge, 09 November 2017, 0 comments. Categories: Customer Experience, Data-driven marketing.

Snap Q3 earnings show weak revenue and user growth

The share price of Snap, the parent company of Snapchat, fell sharply yesterday as the company’s Q3 earnings report showed that revenue had come in way under expectations.

The company had been predicted to earn $237 million in revenue in the quarter, but actual earnings came in at $207.9 million. Snap also posted a big loss of $443 million, including a $40 million charge on unsold Spectacles hardware.

However, average revenue per user was up 39% when...

By Colm Hebblethwaite, 08 November 2017, 0 comments. Categories: Social Media Marketing.

How advertisers can maximise true value from agency partners and adtech vendors

With a growing desire for a more open advertising ecosystem, the programmatic supply chain is coming under intense scrutiny to clarify where media budgets go, what is being bought, for how much and why.

Nearly half of all brands don’t trust a fifth or more of the data upon which they base media buying decisions, according to a recent Metamarkets report. So, how can buyers ensure that they are minimising risk of fraud, whilst maximising the...

By Paul Wright, 08 November 2017, 0 comments. Categories: Advertising, Programmatic.

Majority of CMOs struggling to unify online and offline

85% of marketers are having trouble joining together their online and offline customer data, new research by Conversant has found.

As part of its CMO report, the company surveyed over 60 international CMOs about the challenges they face in today’s data-driven market. The findings show that a minority of 16% were ‘very confident’ that they are capable of identifying an individual across multiple devices online.

61% said that they are aiming to...

By Colm Hebblethwaite, 07 November 2017, 0 comments. Categories: Personalised Marketing.

Augmented Reality: a new legal frontier for marketing?

Within the world of digital marketing, there is a (tentative) expectation that Virtual Reality (VR) and Augmented Reality (AR) products will open up new and exciting doors to advertisers in the not-so-distant future.

Readers may already be familiar with the virtual dealership created by Cadillac, or Snap’s AR lenses, which allow advertisers to superimpose three dimensional objects onto real-world scenes.

Warner Bros. is one of the first companies to take up this offering, allowing Snapchat users to...

By Nick Breen, 07 November 2017, 0 comments. Categories: Content Marketing, Video & Audio Marketing.

AppNexus launches ad industry’s first programmable demand side platform

AppNexus is hoping to shake up the world of buy-side advertising with the industry’s first programmable demand side platform (DSP).

The AppNexus Programmable Platform (APP) uses machine learning in order to allow traders to manage and execute multiple customised and complex strategies. The company states that the platfrom allows for greater effecinecy in setting up campaigns, as well as managing and modifying them. Traders buy views rather than impressions with the platfrom’s identity and...

By Colm Hebblethwaite, 06 November 2017, 0 comments. Categories: Advertising Technology, Attribution.

The changing role of media agencies in the advertising food chain

The World Federation of Advertisers (WFA) kicked up a storm in ad land last month, with new research suggesting that brands are clawing back control over their digital ad campaigns by bringing programmatic in-house.

According to a survey of marketers working at 35 multinationals, 65% of brands have improved their in-house marketing capabilities over the last year.

A fifth have employed an in-house programmatic specialist, while...

By Ilona Lubojemska, 06 November 2017, 0 comments. Categories: Advertising, Programmatic.