GDPR: Confusion in boardrooms about what constitutes ‘personal data’

With GDPR just 9 months away, it would be reasonable to assume that boardrooms across the UK would be filled with chatter as companies decide on what their strategies are going to be.

Well that may not be the case, according to a survey by Trend Micro and Opinium of 1,130 IT decision makers operating at C-level or middle to senior management level, from large businesses (500 plus employees) from 11 countries including the US, UK, France and Germany.

While 88% of the British business leaders are confident that...

By Colm Hebblethwaite, 06 September 2017, 0 comments. Categories: Big Data, Data-driven marketing.

New feature propels Tinder to the top of Apple Store

Dating platform app Tinder is now the most lucrative app on the Apple store after the launch of its new paid feature.

The app beat out two established heavy hitters in Netflix and Candy Crush.

The Tinder Gold feature allows users to see who has liked them first, without having to go through the usual process of swiping through other user’s profiles. The feature costs $4.99 a month on top of the Tinder Plus $9.99 subscription fee.

The dating app has been free for the majority of its commercial life, but...

By Colm Hebblethwaite, 05 September 2017, 0 comments. Categories: M-Commerce, Mobile Marketing.

9% of marketers will spend over £100,000 on influencers over the next 12 months

New research from micro-influencer platform Takumi reports that 9% of UK marketing professionals are planning to spend over £100,000 on influencers over the next 12 months.

The figures show the prevalence that trying to harness the power of influencers is likely to have over marketing strategies and budgets over the next year. 39% of those surveyed planned to spend up to £10,000 while 20% estimate their potential spend at between £10,000 and £100,000.

Significantly, only 4% reported...

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

Adobe looks to harness the power of Spotify

For its 146 million users around the world, Spotify has quickly established itself as an important way to consume music.

The streaming service’s users are highly engaged, with cross- platform users averaging two hours a day on the platform. But it is not just its popularity that gets marketers salivating when they think of Spotify.

The service uses first-party login data so that its audience is 100% authenticated across multiple devices. This allows user targeting based on broader metrics such as...

By Colm Hebblethwaite, 31 August 2017, 0 comments. Categories: Advertising Technology.

Who are the people using adblockers?

The use of adblockers might not be something that keeps advertisers up at night, but it does represent a creeping problem for the ruling, internet advertising paradigm.

Advertising revenue is a foundational part of how the internet operates, with many sites giving away their content for free in the hopes that they will be rewarded with increased ad revenue.

The use of technology to simply avoid having to see any ads is a practice that is

By Colm Hebblethwaite, 30 August 2017, 0 comments. Categories: Advertising, Advertising Technology.

How effective are ‘rewarded ads’?

Conventional wisdom would tell that most people don’t opt-in to adverts, and that this is especially true when it comes to apps.

Rewarded ads seem to be an effective counter-argument to this argument though. Not only do they get consumers to willingly watch ads, they also seem to make people more likely to part with their cash.

Rewarded ads allow users to earn virtual currency or unlock rewards in return for engaging with in-app advertising content.

Mobile marketers are raving about the successes of...

By Colm Hebblethwaite, 08 August 2017, 0 comments. Categories: Mobile Marketing.

Research shows that ‘digital natives’ might not exist

Every digital marketer knows what a ‘digital native’ is, and has likely spent a considerable amount of time and mental energy thinking about how to engage with them.

The term refers to the generation of first adopters, those aged under 35. These people have grown up with smartphones and the internet, and therefore are far more tech-savvy then their older, analogue peers.

Much research has purported that digital natives have different priorities then previous generations and need different...

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

What do customers want from ecommerce apps?

Purchasing items through a mobile app is becoming an increasingly common practice. Back in the dark ages of 2014, only 12% of total US ecommerce was done through mobile. By 2020, it is estimated that that group of early adopters will have swollen to 45% of all ecommerce spend.

This growth will spur more and more brands to create their own ecommerce apps. But aside from offering customers and easy way to purchase your products, do brands really understand what customers actually want from these apps.

Leading B2B research...

By Colm Hebblethwaite, 07 August 2017, 0 comments. Categories: E-Commerce.

Are podcasts changing advertising?

Podcast listeners were few and far between five years ago, but now they seem to be everywhere.

Whether chuckling on a treadmill or learning about quantum physics on the bus, a growing demographic of people are embracing the medium. If you are reading this on public transport, in an office or some other crowded place, there is probably someone listening to one in your immediate vicinity.

The last few years has seen an explosion in both the number of people and the number of podcasts available. In the US...

By Colm Hebblethwaite, 07 August 2017, 1 comment. Categories: Advertising, Video & Audio Marketing.

‘Insta pods’ and the soul of influencer marketing

You may not have heard of ‘Insta pods’ if you don’t operate in the world of influencer marketing, but they are currently the topic of many a spirited debate in agencies across the world.  

An Insta pod is a group of no more than 30 Instagram influencers (as that is the maximum number that the social media giant allows in a group chat). These loyal group of insta-friends agree to follow each other, and to constantly like and follow every new bit of content that a fellow member posts.


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

How Amazon’s Prime Week provides opportunities for other shopping apps

It could be tempting for shopping apps to take the week off when Amazon holds its annual Prime Week ecommerce event. Such is the seeming dominance of the US retail giant that competing brands could be forgiven for thinking that they don’t stand a chance durin the week-long sales event.

But, according to mobile app marketers Liftoff, the benefits of Prime Week do extend to companies other than Amazon.

This may seem counter-intuitive. After all, this year’s Prime Day was the

By Colm Hebblethwaite, 31 July 2017, 1 comment. Categories: E-Commerce, M-Commerce.

Fans and Followers aren’t enough: an interview with Charlotte Kennett of Lithium and Michel De Silva of Parrot

Everyone should be doing social. We all know that, it’s one of the guiding principles of digital marketing.

The problem is that although we all know that we need to do social, many brands don’t know much more than that. How do you go from getting a few likes here and there to using social media to create satisfied, passionate advocates of your brand?

For Charlotte Kennett, EMEA Marketing Manager at Lithium, the answer is seeing social media as one stage in the...

Twitter user growth stalls causing stocks to tumble

Its pretty safe to say that Twitter had a terrible day on 27 July.

The social media platform has been struggling to monetise its users and its products for some time now. But the one saving grace was that the number of users was continuing to grow.

Twitter’s last report provided news that its monthly active users had grown faster than expectations. In contrast, this quarters figures show that that grow has stopped and the company’s advertising businesses is stalling.

The number of monthly active...

By Colm Hebblethwaite, 28 July 2017, 0 comments. Categories: Case Studies.

Consumers spend 19% more time watching video ads

There has been an increase in consumer response to video advertising in the last year, according to Extreme Reach.

The cloud technology company, that specialises in TV and video ad workflow, has analysed video ad serving metrics from Q2 2016 to Q2 2017.

The analysis found that:

-          the average time viewers spent watching video ads has increased by 19% from last year

-          there has been a 20% overall increase...

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

Google+ surprises everyone by coming out on top US consumer satisfaction survey

Google+ is not held in particularly high regard by most marketers. In fact, you could be forgiven for thinking that the social media platform had disappeared off the radar in recent times.

While Facebook, Twitter and Instagram all regularly feature in media discourse, Google+ seems to have been limping to a slow death since its underwhelming launch in 2011.

There are over 2 billion Google+ profiles because every person that has a Google account (from email for instance) is given one. However, the amount of these profiles...

By Colm Hebblethwaite, 26 July 2017, 0 comments. Categories: Social Media Marketing.

Facebook acquires Source3 to clamp down on video pirates

Facebook has acquired a tech startup that it hopes will allow it to target users who share pirated content or share content without permission.

The company, Source3 which produces technology that recognise, organise and analyse branded intellectual property in user-generated content, recently raised $4 million in venture funding.

In a statement on the its website, the company states:

“We're excited to bring our IP, trademark and copyright...

By Colm Hebblethwaite, 25 July 2017, 0 comments. Categories: Video & Audio Marketing.

How receptive are urban commuters to ads?

Urban commutes are not known as being the most pleasant, life-affirming experiences. Hurtling through a rainy Monday morning in a crowded train carriage, it is perhaps unsurprising that many young urban commuters take to daydreaming of faraway, sunny lands.

The Urban Socialising Report 2017 by Time Out and Exterion Media has looked at what commuters tend to daydream about and whether ads can effectively leverage this.

Unsurprisingly, it is travel that makes up the...

By Colm Hebblethwaite, 24 July 2017, 0 comments. Categories: Advertising.

Moneysupermarket fined for ignoring email opt-outs

UK price comparison website Ltd has been fined £80,000 by the Information Commissioner’s Office (ICO), for continuing to send emails to customers that had previously opted out.

The ICO is a regulatory body whose role is to upload information rights in the public interest.

Over 10 days in 2016, the company sent out a whopping 7.1 million to people who had actively asked not to be included in any further direct marketing.

The email the company sent was about the updating of...

By Colm Hebblethwaite, 21 July 2017, 0 comments. Categories: Best Practice, Email marketing.

Is RCS the next big thing?

SMS marketing is a medium that is defined by its limitations. In the bright multimedia technicolor of digital marketing, the text only and length-sensitive nature of SMS can seem a little drab and limited.

Having said that, many agencies and brands still have a high-degree of success with SMS marketing. There are a tonne of statistics and case studies that demonstrate this, but Onereach has provided a good collection...

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

Sales professionals need to be more like business consultants: LinkedIn

Advances in technology mean that sales professionals should act more like business consultants, according to LinkedIn.

The findings have been published as part of the State of Sales 2017 study.

The survey of over 2,000 sales professionals and business decision makers shows that top performing sales people are the ones that take the time to understand a client’s business before making their initial pitch.


By Colm Hebblethwaite, 19 July 2017, 0 comments. Categories: Best Practice.