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

Prebid.org, 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.

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.