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.

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.

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.

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.

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.

IAB: digital display raises brand awareness by up to 12%

The Interactive Advertising Bureau (IAB) has realeased the results of its meta-analysis into the effectiveness of digital display advertising campaigns.

The report, created in collaboration with Kantar Millward Brown, OnDevice Research and Research and Analysis of Media (RAM), looked at the results from 675 individual campaigns from 2008 through to 2017.

The metrics used to measure how well campaigns performed were brand awareness, brand perception, education and sales intent.

The results point towards an...

By Colm Hebblethwaite, 16 March 2018, 0 comments. Categories: Advertising.

Twitter suspends some its most popular accounts for rules violations

Over the weekend, Twitter suspended a number of accounts to a violation of its spam rules and for copyright issues. Some of the accounts, which included @GirlPosts, @SoDamnTrue and @commonwhitegiri, were hugely popular.

GirlPosts, for example, had 9.8 million followers and was listed by Statweestics as the sixth most popular account of 2017, beating out such notables as CNN, Fox News and  Harry Styles. The account was pulling in around 20 million likes and six million...

By Colm Hebblethwaite, 15 March 2018, 0 comments. Categories: Content Marketing, Social Media Marketing.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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, 1 comment. Categories: Customer Experience.

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.