Capgemini: Voice assistants to revolutionise commerce in the next three years

User spending through the use of voice assistants could grow by as much as six times in the next three years, according to research by Capgemini.

The data from the consulting company’s Digital Transformation Institute indicates that consumers are increasingly developing a preference for interacting with companies through voice assistants. The company surveyed over 5,000 consumers in the US, UK, France and Germany, and found that 24% would rather use a voice assistant than visit the company website....

By Colm Hebblethwaite, 11 January 2018, 0 comments. Categories: Video & Audio Marketing.

Amazon launches transparent ad marketplace in Europe

Amazon has launched it’s Amazon Publisher Services’ (APS) Transparent Ad Marketplace in the UK, Germany, France, Italy and Spain. The service offers digital content owners and app developers a cloud-based, server-side header bidding solution.  

The service promises to offer an “unbaised marketplace” where all bidders are equal, the highest bid always wins and publishers have visibility at the auction-level.

Header bidding activity is limited to a single client-side ad call, with...

By Colm Hebblethwaite, 10 January 2018, 0 comments. Categories: Advertising Technology.

Consumers value improvements to existing digital products over new experiences

Many brands will be looking to jump on a number of tech bandwagons in 2018, from wowing consumers with VR and AR to increasing the efficiency of their customer service through chatbots.

The thinking here is often that being a forerunner or early adopter of innovative technology can often be a benefit in itself by making a brand appear cutting edge to consumers.

A new survey, carried out by digital agency Code Computerlove, has found that getting on board with new trends is often less important to consumers...

By Colm Hebblethwaite, 08 January 2018, 0 comments. Categories: Customer Experience.

Consumers less likely to complete purchases on mobile

New research shows that shoppers are less likely to go through with an online purchase if they are using a phone or tablet.

The findings come from a study conducted by the University of East Angelia and published in the Journal of Business Research which looked at why cart abandonment is much higher on mobile apps then desktop-based online shopping.

According to data from research Criteo, 46% of global ecommerce traffic come from mobile devices...

By Colm Hebblethwaite, 05 January 2018, 0 comments. Categories: E-Commerce, M-Commerce.

Only 60% of UK businesses using social media

Those in the marketing world could be forgiven for thinking that every company in the UK makes use of social media in some way. Surely, in this hyper-connected age where consumers want personalised experiences, setting your company up a Facebook and Twitter page should be an early step?

Well, it turns out that significant portion of enterprises in the UK are not making use of the potential benefits that social media has to offer.

Company formation experts Turnerlittle have...

By Colm Hebblethwaite, 04 January 2018, 0 comments. Categories: Social Media Marketing.

Despite Black Friday, retail growth for November remains below average

UK retail sales continued the lower rate of growth seen throughout 2017 in November, despite a pronounced Black Friday related boost.

UK online retail sales were up 11.5% year-on-year (YoY), with Black Friday registering a slightly higher YoY growth of 11.7%. These figures were well below the average growth for the last four years of 18.3%.

Interestingly, November’s 11% growth is also below the average 12.7% recorded over the previous three months.

The data comes from the IMRG Capgemini e-Retail Sales...

By Colm Hebblethwaite, 21 December 2017, 1 comment. Categories: E-Commerce.

What does 2018 have in store for marketers: Industry predictions

As 2017 comes to an end, it is time for those involved in the marketing industry to look forward to what the next 12 months could hold.

From the growing ubiquity of AI and machine learning to the game-changing GDPR, 2018 promises to be just as eventful as its predecessor.

We asked a range of industry professionals to gaze into their crystal balls and give us their predictions for what the new year has in store for marketers and brands.

AI and machine learning

Oliver Bronner, Founder of Berlin-based brand consultancy,

Group of seven dominate holiday paid search advertising

New figures from Kantar Media’s AdGooroo platform show that an elite group of consumer brands dominated the click share in UK paid search advertising in the 2017 holiday season.

The search marketing intelligence platform analysed google Desktop and mobile text ad activity on 990 top retail keywords from 1 November to 11 December. Among the most popular keywords for the period were ‘engagement rings’, ‘fitbit’, ‘washing machines’, ‘xbox one’ and...

By Colm Hebblethwaite, 19 December 2017, 0 comments. Categories: Advertising, Paid Search.

UK spend on programmatic up 23% in 2017

According to the latest forecast by eMarketer, spending on programmatic ads have showed strong growth in the UK, despite a stream of negative press.

According to the date, by the end of the year advertisers will have spent an estimated £3.39 billion on programmatic trading. This is a 23.5% rise from the year before. Programmatic spend now equates to 79% of all UK digital ad spend.

eMarketer predicts that this proportion will continue rising to 84% by 2019.

Mobile is still the main force driving the...

By Colm Hebblethwaite, 18 December 2017, 0 comments. Categories: Programmatic.

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.

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.

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.

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.

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.

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.

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.

Half of UK social media users are auditing their old tweets

The last year has seen a string of prominent figures in the UK being taken to task for social media posts they have made in the past.

Musician Stormzy, politician Jared O’Mara and YouTube stars Zoella and jack Maynard have all issued public apologies after old posts were rediscovered and made public again.

According to research conducted by Online Spy Shop, it is not only the rich and influential that will be combing...

By Colm Hebblethwaite, 30 November 2017, 0 comments. Categories: Social Media Marketing.

New tool uses facial recognition to suggest customers products based on their reactions

Choosing a holiday can be difficult, there is literally a world of choices to pick from. What if technology could help you pick?

We are not talking about AI that suggests you options based on popular destinations for people your age, or based on previous holidays. A new tool being introduced by online travel company uses facial recognition and multisensory displays to suggest travel destination based on user reactions to being shown different options.

The SenseSational online tool works by...

By Colm Hebblethwaite, 29 November 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Majority of consumers say they would stop doing business with companies following a data breach

The majority of consumers say that they would stop doing business with a company once it experienced a data breach, according to a new survey by digital security company Gemalto.

The company surveyed over 10,000 consumers in 11 countries who currently use online or mobile banking, social media or online retail accounts.

70% reported that they would end their relationship with a business if it experienced a serious data breach. 69% do not think that businesses are taking the task of securing customer data...

By Colm Hebblethwaite, 28 November 2017, 0 comments. Categories: Big Data.