Women rule the world of social influence

In the emerging world of influencer marketing women tend to hold more sway then their male counterparts.

In fact, according to a global survey of over 2,000 digital influencers by IndaHash, it is a certain kind of woman that rules the social media influencer roost.

68% of social media influencers are female. To put this in context, a City University London study found that 55% of UK...

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

One year until GDPR: What experts are saying

The looming EU General Data Protection Regulation (EU GDPR) body of regulations will come into effect one year from today.

EU GDPR is a group of rules designed to coordinate data protection laws across Europe that is set to become legal requirements from 25 May 2018.

The fines associated with EU GDPR can be as high as €20 million or 4% of global turnover.

The introduction of the regulations is set to shake up the way that many businesses, both within the EU and external to it, do business, interact with...

By Colm Hebblethwaite, 25 May 2017, 0 comments. Categories: Big Data, Data-driven marketing.

Are we entering the era of ‘Collaborative Exchanges’?

Is the era of organisation-led customer interactions being replaced by a system where the locus of control is negotiated between brands and consumers in collaboration?

A new report, titled From UX to CX: Rethinking the Digital User Experience as a Collaborative Exchange, from the MIT Initiative on the Digital Economy and Capgemini Consulting contends that we are entering a new era: that of ‘collaborative exchanges’ (CX).

Based on two years of research with customer-facing organisations and analysis of the ways...

By Colm Hebblethwaite, 24 May 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

Is this the end of the display ad?

A new report by Forrester claims that the current ad model has lost its effectiveness and CMO’s should shift spending to relationship building.

The report, titled The End of Advertising As We Know It argues that ‘society doesn’t need advertising like it used to.’ The current interruption-driven model of display ads is being usurped by new digital tools and less receptive consumers.

So, what is going to replace the current model?

The system worked – for a while

In many ways, advertising has...

By Colm Hebblethwaite, 23 May 2017, 1 comment. Categories: Advertising, Advertising Technology.

49% of consumers willing to pay more for a brand with positive values

In a crowded marketplace, consumers are developing ways to choose between the multitudes of brands clamouring for their attention.

While cost and quality are obvious ways of distinguishing between competing companies, a study by UK agency MediaCom seems to point towards social values as being a key factor in consumer choices.

Of the 2,000 UK consumers surveyed as part of the study, 40% have stopped using a brand (or never used it in the first place) because of its values or behaviours. 63% believe that brands...

By Colm Hebblethwaite, 22 May 2017, 0 comments. Categories: Branding, Social Media Marketing.

Brands face heavy cost for not living up to consumer expectations

As customer expectations of what a consistent omni-channel retail experience constitutes continue to grow, brands that don’t live up face harsh punishments in terms of lost sales and revenue.

Research carried out on behalf of supply chain specialists Zetes shows exactly how little patience the modern consumer has when a retail experience doesn’t meet their expectations.

The survey of over 2,000 consumers and 214 retailers across Europe, found that 70% of customers would not be willing to wait for...

By Colm Hebblethwaite, 18 May 2017, 0 comments. Categories: Customer Experience.

Communications and social media takes lion’s share of app time

Communications and social media apps such as WhatsApp, Instagram and Facebook account for the greatest share of time spent using apps, according to Verto Analytics.

The company looked at cross-device behaviour of 5,000 adults and found that 44% of monthly time spent on apps went to communications and social media.

Apps related entertainment come in second, with 21% of total app minutes.

Interestingly, the former king of the app market, games, saw its collective share fall in the research period. The...

By Colm Hebblethwaite, 17 May 2017, 0 comments. Categories: Mobile Marketing.

Chatbots market to be worth $3,172 million by 2021

The smart advisors/chatbot market will grow in value from $703 million in 2016 to $3,172 million by 2021, according to MarketsandMarkets.

This represents a compound annual growth rate of 35.2% between 2016 and 2021.

The research highlights a number of factors that will drive this rising demand. As well as the increasing penetration of websites and mobile applications, other drivers are a growing demand for intelligent customer engagement, the desire to better understand consumer behaviour and the widespread...

By Colm Hebblethwaite, 16 May 2017, 0 comments. Categories: Customer Experience.

Finding key audience lookalikes

The initial challenge for any brand is to get any customers at all. Unless you have a revolutionary product that solves a widely-held need in a novel way or operate in a non-crowded market, getting anyone at all to buy your product can be considered an achievement.

Once you get some customers, you are going to want to try to create a core group of people that keep coming back and perhaps even advocate you to others.

If you succeed in creating a core audience, the question becomes: do you try and market to a...

By Colm Hebblethwaite, 15 May 2017, 0 comments. Categories: Content Marketing.

Snapchat parent company loses almost 25% of its value

Snap Inc, the parent company of Snapchat, lost almost a quarter of its value on when its newly listed shares dropped nosedived on Wednesday.

The company had reported a loss of $2.2 billion and slowing growth. Revenue was $149.7 million.  

The announcement was the first earnings publication since the company made its initial public offering (IPO) in March. The company was valued at $28 billion at the time.

Snap’s adjusted loss of $188.2...

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

Marketers consistently overestimate success of ad campaigns - Adobe Digital

Marketers and consumers have different ideas about what constitutes relevant online advertising, and the gap is growing according to Adobe Digital Insights.

The research, based on data from over 1000 consumers and 300 marketers in Western Europe, found that many marketers are overestimating the success of their campaigns.

In Germany for instance, 69% of marketers report that they are delivering relevant ads, while only 49% of consumers agreed.

In the UK the picture is a little more pessimistic. Just under...

Half of SMEs seek marketing advice from peers

Businesses that collaborate with their peers feel more confident as a result, according to the latest Future of Business Survey.

The survey of over 200,000 SMEs from over 40 countries is a part of an ongoing project between Facebook, the OECD and World Bank.

52% of respondents said that they learn from other businesses, while 72% use online searches.

This collaborative mindset leads to an increased sense of confidence. 53% of those that share knowledge with their peers feel more confident about the short-term...

By Colm Hebblethwaite, 10 May 2017, 0 comments. Categories: Social Media Marketing.

Hashtag trademarking rises 64% in one year

A memorable and well-timed hashtag can be the difference between a well-received campaign and one that peters out without much notice.

It is perhaps unsurprising then, that a growing number of brands are turning to trademark law to stop others building off their past success.

There has been a 64% global growth in the trademarking of hashtags since 2016, according to trademark research company CompuMark.

The first application to trademark a hashtag was made in 2010. Since then there have been over 5,000...

By Colm Hebblethwaite, 09 May 2017, 0 comments. Categories: Social Media Marketing.

Audience IDs to account for two-thirds of UK online ad spend by 2020

Cross-device audience ID matching will make up 58% of total UK online spend by 2020, up from 28% in 2016 according to Yahoo UK and Enders Analysis.

In a new report, the multinational technology company focuses on the role that audience IDs will play in marketing.

Audience IDs are online identity profiles that combine data from identifiers such as loyalty programmes, in-app trackers and payment technologies to give a ‘single view’ of a consumer across different channels and devices.

The report...

By Colm Hebblethwaite, 04 May 2017, 0 comments. Categories: Advertising Technology, Data-driven marketing.

Lack of data science skills holding marketers back

40% of marketers think that a lack of analytical and data science skills is a major challenge to their customer contact strategies, according to research by Jaywing.

The survey of 250 managerial and c-level marketers found that many perceive this skill gap is preventing businesses from delivering personalised customer experiences and accurately calculating their ROI.

While 92% of respondents agreed that data management is important for their business, 40% think that a lack of analytical...

By Colm Hebblethwaite, 03 May 2017, 0 comments. Categories: Data Science.

20% of businesses think GDPR non-compliance could shut them down

86% of businesses worldwide report the potential negative consequences of non-compliance with the upcoming EU General Data Protection Regulation (GDRP) as a major concern, according to Veritas Technologies.  

The Veritas 2017 GDPR Report surveyed 900 business decision makers and found that 20% think that non-compliance could end up putting them out of business.

The risks of non-compliance with the new set of regulations, due for introduction in 25 May...

By Colm Hebblethwaite, 27 April 2017, 0 comments. Categories: Customer Experience, Data Science.

Channel 4 gets personal with world’s first personalised TV ads

Channel 4 have announced a new VoD feature that will allow advertisers to integrate the names of individual All 4 viewers into their ads.

The new feature leverages first party data from the TV channel’s database of 15 million registered users.

Launch partners include such heavy hitters as Fosters and 20th Century Fox.

the most attention grabbing word for anyone to hear is without doubt one’s own name

David Amodio, Channel 4’s digital and creative leader said:

“The most attention...

By Colm Hebblethwaite, 26 April 2017, 0 comments. Categories: Advertising Technology.

80% of consumers forget branded content after 3 days

After all of the consumer and market research, the long days, the design and implementation process, how long does your delicately crafted branded content stick in consumers’ minds?

Well, according to research by Prezi, for 80% of consumers the answer is three days.

The research, carried out in conjunction with renowned cognitive neuroscientist Dr Carmen Simon, found that the main three reasons consumers forget content are:

-          irrelevancy...

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

LinkedIn reaches 500 million users

LinkedIn has announced that its global membership has now reached half a billion.

The social network for professionals has also revealed that London is the most connected city in the world.

Membership spreads over 200 countries, 10 million active jobs, 9 million companies and around 100,000 articles published weekly.

To celebrate the milestone, the network has released some data about its usership.

Most connected countries

1. United Arab Emirates

2. Netherlands

3. Singapore

4. United Kingdom

5. Denmark


By Colm Hebblethwaite, 24 April 2017, 0 comments. Categories: Social Media Marketing.

WEATHERfx puts weather data into marketing decision making

The Weather Company has announced an innovative collaboration with LiveRamp to allow marketers to integrate real-time weather data into their omnichannel campaigns.

For those marketers who are concerned with engaging people with relevant and timely experiences, the effect that weather has on consumer behaviour is often over-looked.

“Weather conditions impact a vast number of consumer decisions,” said Luke McGuiness, LiveRamp’s head of data partnerships.

“The Weather Company has one of...

By Colm Hebblethwaite, 24 April 2017, 0 comments. Categories: Data-driven marketing, Data Science.