Measuring consumer sentiment on mobile

As marketers continue to become better able to measure and utilise the data they collect about consumers, the focus is starting to shift. Whereas the first wave was all about where a consumer is and how exactly they interact with an app or website, the next stage is trying to work out how consumers feel when they come into contact with marketing content.

Mobile advertising platform AdColony has conducted a survey of over 1,500 consumers in North America and Europe to try and work out their sentiment while...

By Colm Hebblethwaite, 04 October 2017, 0 comments. Categories: Mobile Marketing.

The strange tale of how a cartoon prompted McDonald’s to bring back a sauce it discontinued in 1998

For those of you that haven’t seen the widely popular Adult Swim series Rick and Morty, this story is going to seem a little strange.

For fans of the show, McDonald’s recently announced decision to bring back its long dead Szechuan dipping sauce is a victory in keeping with the oddball nature of cartoon.

Rick and Morty follows the dimension-hopping, sci-fi adventures of the titular teenage Morty and his grandfather Rick, a man so smart that he is able to travel through the infinite realities of...

By Colm Hebblethwaite, 03 October 2017, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

B2B companies struggling with complex buying journeys and partner networks

A new study by Accenture shows that B2B companies seem to struggling to deliver the kind of personalised customer experiences that drive loyalty and growth due to the growing complexity of customer buying journeys.

The global professional services company surveyed 1,350 sales, service and marketing executives from organisations around the world, and found that 21% thought that they had have “total control over their organisation’s sales networks and overall customer experience”.

According to...

By Colm Hebblethwaite, 02 October 2017, 0 comments. Categories: Best Practice.

Spotify: 61% of UK adults regularly listen to podcasts

Music streaming service Spotify has revealed that the UK is increasingly becoming a nation of podcast listeners.

Still a relatively novel form of content five years ago, the sheer number and varied scope of the podcasts available to consumers have turned many into converts.

According to Spotify’s research, 61% of UK adults now regularly listen to at least one podcast, with 21% listening once a week.   

The figures also confirm that this love of podcasts is a recent phenomenon. 68% of...

By Colm Hebblethwaite, 29 September 2017, 0 comments. Categories: Video & Audio Marketing.

Transactional emails critical to customer retention

A lot of us know the feeling. Waiting anxiously for the confirmation email to arrive once we have paid for something on the internet. For a lot of people, this email is a crucial final step to the process of making a purchase, a full stop that makes the whole thing real.

But, what if that email never comes? First of all, how can you be sure that the transaction has gone through and, secondly, how do you know that the company is in control of its ecommerce process.

New research by email service provider...

By Colm Hebblethwaite, 28 September 2017, 0 comments. Categories: Customer Experience.

YouGov: TV ads surviving despite subscription video’s rise

There has been a lot of talk about how the rise of subscription TV services has diminished the reach and power of traditional television advertising.

But according to new research from international market research firm YouGov shows that traditional TV advertising is still very much alive in the era of subscription on demand services (SVOD).

Importantly, TV ads are still being seen by consumers who only watch content through subscription streaming platforms.


By Colm Hebblethwaite, 27 September 2017, 0 comments. Categories: Advertising, Advertising Technology, Video & Audio Marketing.

Google announces new YouTube tools for advertisers

Google has announced the release of four new tools for YouTube to help capture the attention of viewers.

Google knows all too well about the importance of catching consumer attention with advertising. In an ever-connected world, where we watch TV while flicking idly through our phones or listen to podcasts while working, advertising is everywhere and consumer attention is a valuable commodity.

And while the majority of us have seemingly developed an ability to tune out TV adverts or billboards as we go about...

By Colm Hebblethwaite, 26 September 2017, 1 comment. Categories: Advertising Technology, Video & Audio Marketing.

Apple and Google world’s most valuable brands for fifth year

Apple and Google have have been named as the world’s two most valuable brands for the fifth consecutive year in the Interbrand 2017 Best Global Brands report.

The two tech giants were joined by three brands that cracked the top 100 for the first time: Ferrari (#88), Netflix (#78) and Salesforce (#84).

The report, now in its 18th year, based its ranking on a brand’s financial performance (in terms of products and services), the influence it has on consumer choice and the strength it has to command...

By Colm Hebblethwaite, 25 September 2017, 0 comments. Categories: Branding.

American Airlines campaign first to geofence a moving object

American Airlines has teamed up with MediaCom to utilise geofencing technology on a moving object for the first time.

The airline wanted the campaign to drive awareness of its product and network offering from London. Working with taxi-advertising specialists Ubiquitous, classic black taxis around the capital will be ‘wrapped’ in the airlines branding. Location tech platform Mobsta will then use the latest technology to serve mobile ads to consumers phones.

The aim is to present consumers with...

By Colm Hebblethwaite, 22 September 2017, 1 comment. Categories: Advertising Technology, Campaigns.

Quarter of digital marketers aren’t tracking spend

More money than ever is being allocated to digital marketing budgets, as companies and brands try to launch social media campaigns, publish videos and create content.

But according to research by digital agency Greenlight, only 36% of digital marketers are confident that they are targeting the right audience with their campaigns.

The agency surveyed over 200 digital marketers from across the UK and found that 23% were not tracking their campaign spend at all.

“It is clear that many in the industry are...

By Colm Hebblethwaite, 21 September 2017, 0 comments. Categories: Best Practice, Content Marketing, Social Media Marketing.

Eye-tracking research shows majority of mobile ads being ignored

London-based AI company GumGum has released the results from its eye-tracking study that analysed how consumers interact with various mobile ad formats, and they are not going to be to marketers liking.

The company used eye-tracking technology to examine how much attention consumers give to the most widely used Internet Advertising Bureau (IAB) formats. The answer? The ad formats were largely ignored by users as they navigated through content on their phones.

In fact, the average time spent looking at these...

By Colm Hebblethwaite, 20 September 2017, 0 comments. Categories: Advertising, Mobile Marketing.

Should sales or marketing be taking the lead on customer experience?

We all know that delivering true, multi-channel customer experiences is the name of the game in modern day marketing and sales, but who should be in charge?

Obviously, a brands success depends on sales and marketing working in cooperation and in the same direction, but who should own a company’s efforts to create business value through creating great experiences for customers?

A new study from the Chief Marketing Officer Council, SAP Hybris and SellingPower magazine finds that only 7% of interviewed sales...

By Colm Hebblethwaite, 19 September 2017, 0 comments. Categories: Customer Experience.

Teenagers express themselves on Instagram as Facebook increasingly seen as a family app

It is a simple truth that we all know. If a teenager is really into something and then their parents also get into it, the teenager will drop that thing as if it had the plague.

This pattern seems to be playing itself on social media. Once a cool and edgy place for teenagers to connect, Facebook and Twitter are now filled with parents and older millennials. It seems that while teenagers may still use these sites, they are going elsewhere to truly express themselves.

A new study from MediaCom suggests that...

By Colm Hebblethwaite, 18 September 2017, 0 comments. Categories: Social Media Marketing.

Google registered its domain 20 years ago today

Monday 15 September 1997 probably didn’t seem like a particularly momentous day at the time.

But while everyone was jamming to ‘Honey’ by Mariah Carey and considering going to see cutting-edge thriller ‘The Game’ in the cinema, Larry page and Sergey Brin were registering the Google domain name.

The project, which was originally given the creepy name BackRub, had started a year early while the pair were students at Stanford.

Twenty years later, Google is...

By Colm Hebblethwaite, 15 September 2017, 0 comments. Categories: Search Marketing.

European retailers increasingly looking to broadcast-style content

New research by Brightcove shows that a majority of European retailers are increasingly turning to broadcast-style content offerings as the battle for consumer attention intensifies.

The company conducted the research by interviewing 200 retail decision makers and 2,000 consumers across the UK, France and Germany.

81% of the decision makers surveyed were beginning to consider their future as a media company, and 85% already trying to find ways to target consumers in their homes.

61% already offer (while 33%...

By Colm Hebblethwaite, 14 September 2017, 0 comments. Categories: Advertising, Content Marketing.

Location is the most valued data for most marketers

Marketers have been hoovering up as much data about their customers as they can over the last few years. Increasingly though, the idea that it is the quality not the quantity of data that is important.

The rush to collect as much data as possible actually led to a lot of paralysis among organisations who suddenly couldn’t decide on the right area of focus.

Clearly all data is not created equal, so what is at the top of the priority pile for agencies and brands?

New York-based consumer behaviour and insights company...

By Colm Hebblethwaite, 13 September 2017, 0 comments. Categories: Data-driven marketing.

Mobile officially becomes UK adults preferred method of accessing the web

Smartphones have officially narrowly defeated laptops and desktops in the battle for British hearts and minds, as 2017 saw them become the preferred method of accessing the internet.

The figures, from eMarketer’s latest time spent forecast, show that UK adults now spend an average of one hour and 59 minutes a day on their smartphones, beating that spent on desktops/laptops by one minute.

The marketing research company expects that number to keep growing; it is predicting that daily time spent on...

By Colm Hebblethwaite, 12 September 2017, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

Open-source header bidding solution launched, an independent organisation dedicated to developing and promoting open-source header bidding solutions, has been launched by AppNexus and Rubicon Project.

The organisation wants to promote unbiased and efficient solution for monetisation that allow for fair competition within the digital advertising ecosystem.  

Open to all parties, Prebid requires all partners to become signatories to a code of conduct that dictates bidding wrapper mechanics, data and transparency, and user experience. The...

By Colm Hebblethwaite, 11 September 2017, 0 comments. Categories: Advertising, Advertising Technology.

Are ‘super leaders’ the new influencers brands need to be targeting?

First came influencers, which were followed by micro-influencers as the key to successfully marketing to millennials on social media.  But according to the Tetra Pak Index 2017 brands should be targeting ‘super leaders’.

The world’s leading food processing and packaging solutions company is advising brands to ‘focus their engagement on a new generation of influencers if they are to thrive in a connected, information-saturated world’.

So, who qualifies as a super...

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

WhatsApp set to start charging businesses

It was perhaps inevitable that after shelling out a monumental $19 billion for it in 2014 that Facebook wouldn’t keep WhatsApp free for forever.

The company has revealed its plans to begin charging businesses to use some of the tools that are currently free. The charged service will be based on the on the business tools released this summer.

The new tools allow smaller businesses to send their customers updates and receive messages from them. The company has stated that it is working on an enterprise...

By Colm Hebblethwaite, 07 September 2017, 0 comments. Categories: Mobile Marketing, Social Media Marketing.