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.

Why...

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 Moneysupermarket.com 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.

The...

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

Shorter videos more common, but longer content drive engagement

Videos are a tool that many marketers count among the most effective in their arsenal. But, there are certain rules that need to be followed to drive engagement.

One of those rules is that shorter, sharper bursts of video content tend to be more effective than longer ones.

But a new study by video marketing automation platform TwentyThree has unearthed some interesting findings about how people consume video content. Perhaps the main takeaway is that when it comes to video, shorter is not always...

By Colm Hebblethwaite, 18 July 2017, 0 comments. Categories: Video & Audio Marketing.

Fake followers and the influencer marketing ecosystem

In the world of influencer marketing, the number of followers or subscribers an individual has is a key metric.

For companies that look to connect influencers to brands, the number of people that an influencer can reach is an important part of the initial pitch. Even if there is no guarantee that a brand’s message will connect with said audience, having a lot of followers at least means that a certain amount of people is going to see it.

But what if a proportion of those followers are fake?

The issue bubbles up into...

By Colm Hebblethwaite, 17 July 2017, 0 comments. Categories: Social Media Marketing.

Payment issues affect majority of affiliates and publishers

A survey by payment automation company Tipalti of 150 publishers and affiliates has found that the majority have faced some form of payment issues with an advertising network.

69% of respondents are currently ready to drop an advertising network, or have already dropped one, due to problems with payment.

Publishers and affiliate marketers operate in a competitive and crowded marketplace, where there are over 500,000 different media buying destinations for advertisers. This also means that publishers are...

By Colm Hebblethwaite, 13 July 2017, 0 comments. Categories: Advertising, Publishing.

What makes the perfect selfie?

In the world of social media influencers, a good selfie is worth its weight in gold. A well-executed selfie can be the difference between plain, old narcissism and a genius bit of self-promotion.

But what elevates a humble picture of your own face into a powerful engagement tool that gets people sharing, liking and commenting?

A research paper set to appear in the European Journal of Marketing claims to have distilled the essence of the perfect selfie into three...

By Colm Hebblethwaite, 12 July 2017, 0 comments. Categories: Social Media Marketing.

Qatar Airways scores a viral hit

Qatar Airways has managed to go viral with its latest social media campaign, which has been viewed by a massive 54 million people.

As usual with this kind of campaigns, it is unlikely to be just the advertising message that has contributed to the widespread visibility of the campaign. The secret to viral success remains hard to pin down.

The ‘No Borders, Only Horizons’ video has so far been watched 50 million times on the company’s Facebook page,...

By Colm Hebblethwaite, 11 July 2017, 0 comments. Categories: Advertising, Social Media Marketing.

37% of online spend done through Amazon

Amazon continues to exert dominance over the ecommerce space as new research shows that the retail giant now equates for over a third of online consumer spend.

Global ecommerce consultancy Salmon has found that 37% of all money spent online by consumers goes to Amazon.

What’s more, this looks likely to increase in the future. In a survey of over 600 consumers, 73% said that they will increase their use of digital shopping channels in the future.

Amazon’s dominance stems largely from the fact that...

By Colm Hebblethwaite, 10 July 2017, 0 comments. Categories: E-Commerce.

Mobile traffic at all-time high in Europe

Smartphones have become the device of choice for accessing sites, services and applications across Europe, according to Adobe Analytics Cloud.

The company talked to over 1,000 consumers across France, Germany, the Netherlands, Sweden and the UK about what devices they use and how they use them.

The data seems to confirm that mobile is representing an ever-growing segment of internet traffic.

For the top 20% of companies using Adobe Experience Cloud, an average of 41% of web traffic came from smartphones in...

By Colm Hebblethwaite, 07 July 2017, 0 comments. Categories: Mobile Marketing.