Young people happy to share personal data for more intelligent search

New research from Epiphany has delved into the attitudes of different generations when it comes to sharing data and shopping online.

32% of the 18-24 year olds surveyed use social media for research with the intent to purchase, compared to 13% of 45-54 year olds.

25% of 18-24 year olds reported using video content on sites like YouTube for detailed product and service research.

“The research has uncovered some interesting behavioural themes that I expect we’ll see...

By Colm Hebblethwaite, 20 April 2017, 0 comments. Categories: Search Marketing.

50% of marketing materials sent out are irrelevant to recipient

50% of people who receive marketing materials over the internet or by phone say that it is never of relevance to them, according to the Chartered Institute of Marketing (CIM).

Of the 2,000 UK adults surveyed, 42% say they receive marketing material via social media daily. 36% report receiving phone calls once a week or more.

A high proportion of this material is irrelevant to the individual receiving it. 61% have been sent promotional materials for a hobby or interest they don’t have,...

By Colm Hebblethwaite, 20 April 2017, 0 comments. Categories: Campaigns, Data-driven marketing.

The importance of social listening

How do you know people are talking about your brand online, and how to respond to them?

Clutch has surveyed 300 medium and large businesses that are currently using listening tools. They asked what them why they are listening, what they are listening to and the benefits it is bringing them.

Social listening is the process of monitoring specific terms, products and concepts across different social channels.

Improving relationships with their customers was the key objective of 42% of...

By Colm Hebblethwaite, 06 April 2017, 0 comments. Categories: Social Media Marketing.

Agency measures brand’s emotional connection to their audiences

Design agency Conran Design Group has partnered with emotion analytics company Adoreboard to study the emotional responses consumers have online to brands.

Focusing on pharmaceutical brands, the study looked at social media to see how people reacted to the interactions they had with  companies.

A complex set of mathematical algorithms were used to measure the emotions expressed by both consumers and brands themselves.

After analysing 44,800 Twitter interactions between patients and 14 global...

By Colm Hebblethwaite, 04 April 2017, 0 comments. Categories: Social Media Marketing.

Video streaming leads to data usage rise as Android overtakes Windows

Research by giffgaff has shown that an increase in mobile video streaming is driving a projected 720% rise in global data usage by 2021.

This will see the average individual use 5.07 GB a month by 2021, up from the current 1.72 GB.

Mobile video streaming will see the biggest increase, with giffgaff predicting a rise from 0.58 GB a month to 2.85 GB in 2021.

This is proof that the way consumers are digesting content on their mobile phones is undergoing a drastic shift.

 Other figures from the study:

  • web browsing is projected to rise from 0.29 GB a month in 2016 to...

24% of UK businesses have stopped preparations for EU Data Protection Regulations

Around a quarter of firms have cancelled their preparations for the incoming regulation because they believe it will not apply after Brexit.

The EU General Data Protection Regulation (EU GDPR) is a group of rules designed to coordinate data protection laws across Europe.

The EU GDPR has been years in the making but has now been ratified by the UK. It is due to take effect in May 2018.

This is likely before the Brexit process is complete. The process, beginning with the triggering of Article 50 this week, will...

By Colm Hebblethwaite, 30 March 2017, 0 comments. Categories: Data-driven marketing, Data Science, E-Commerce.

Do people trust brands more than their friends online?

Traditional publishers are the most trusted source of online content, according to Outbrain.

The premium content company asked people who they trust most online and how this affects their purchasing decisions. They found that people often trust content posted by brands more then that posted by their friends.

The survey of over 1,000 UK consumers found that 34% of time online is spent consuming content that the individual did not set out to find.

What does this mean? Outbrain believes it highlights the...

By Colm Hebblethwaite, 29 March 2017, 0 comments. Categories: Native Advertising, Publishing.

Digital publishers optimistic for the next year

Board member confidence on financial prospects improved in Q4 2016, according to research by Association of Online Publishing (AOP) and Deloitte.

Growth forecasts increased for the 12 months from December 2016, accompanied by a 28% rise in sponsorship revenue.

Publishers have shifted their focus away from cost reduction initiatives towards growing revenue through non-advertising services.

This has lead AOP board members to increase their growth forecasts to 6.4% in Q4 2016, up from 4.8% in Q3 2016.


By Colm Hebblethwaite, 28 March 2017, 0 comments. Categories: Publishing.

Honda's virtual showroom uses 'aspirational architecture'

The Real View Test Drive project “employs neuroscience to educate and excite viewers by simulating and atypical, aspirational showroom.”

The virtual showroom (below) was created by creative production studio Saddington Baynes and DigitasLBi. It consists of a series of videos that mix live action and CGI to give customers an in-depth virtual tour of a particular vehicles features.

Creating ‘aspirational architecture’

According to Honda, 76% of customers take at least one digital action...

By Colm Hebblethwaite, 27 March 2017, 0 comments. Categories: Customer Experience.

M&A on the rise in digital marketing

2016 saw increasing M&A activity in the digital marketing sector which is likely to lead to further consolidation over the next 12 months.

Data from latest Digital Marketing M&A report from advisory firm Hampleton Partners shows that the first half of 2016 equalled the entirety of 2015 in terms of deal values.

With around £3.4 billion in deals made, 2016 is the second-highest valued period in the last five years.

Increasing consolidation  

The data shows that higher spending across a...

By Colm Hebblethwaite, 23 March 2017, 0 comments. Categories: Mergers and acquisitions.

LinkedIn beefs up Sales Navigator for enterprise

LinkedIn has released an enterprise edition of its Sales Navigator tool.

The company hope that the new features, which it says is aimed at ‘high-functioning sales organisations’, will help businesses make use of Linkedin user data to create better leads.

As well as the new edition, LinkedIn has bolstered the already available professional and team editions.

There are three new features aimed at enterprises.

TeamLink Extend 

Previously, a company looking to create a good introduction to a lead...

By Colm Hebblethwaite, 22 March 2017, 1 comment. Categories: CRM, Social Media Marketing.

Bad digital experiences can cost brands dearly

Is it the quality of the product or having a positive customer experience that creates brand loyalty?

For 76% of customers, how they are treated by brands is as important as what is actually being sold, according to a study commissioned by Lithium Technologies.

The survey of 1,000 adults found that creating this kind of brand loyalty can be lucrative for brands. A happy customer is willing to spend £50, or around a quarter of their disposable income, on their favourite brands a month.

The value of happy...

By Colm Hebblethwaite, 20 March 2017, 0 comments. Categories: Customer Experience.