Analysing increased adoption of big data, IoT and cloud in digital marketing initiatives

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Big data, the Internet of Things and the cloud are increasingly being used to support and drive digital marketing initiatives, according to a new survey released this week.

The survey, from 2nd Watch, shows that digital marketers are increasingly expanding their use of such technologies in order to support their digital marketing efforts with some diverting resources from other projects to enable such a move. It signals an...

By Liz Morrell, 30 July 2015, 0 comments. Categories: Big Data, Data-driven marketing, Marketing Cloud.

Classic ads shows great creative is still key - but data is increasingly important

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Do you remember the Smash Martians (above), Yellow Pages’ JR Hartley and the PG Tips chimps? Such characters have become cult icons of the pre-Internet advertising days and could teach today’s internet marketers a thing or two, according to a new report from Acxiom.

The ads were amongst those most remembered by UK consumers in a poll of 2,000 people. The Smash Martians ad – for instant mashed potato no less – was remembered by 69.4% of those surveyed and was...

Millennial Media’s new SDK promises new video and native ad formats

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Independent mobile ad marketplace Millennial Media has today launched new updates to its mobile app software development kit (SDK) that includes mobile video and native ad units.

The new mmSDK 6.0 will enable new mobile first video and native functionality through a number of new enhancements including LIghtbox, a video ad unit that leverages mobile functionality such as swipe, touch and sound to interact with the video player. The company claims that the new auto-play video unit opens...

By Liz Morrell, 24 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Native Advertising.

Consumers still get irrelevant marketing: Why personalisation is the key

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We all get a fair proportion of marketing communications we don’t want - but a new study has now quantified the amount, claiming that a quarter of UK consumers get more than 2,000 irrelevant marketing communications a year.

The unwanted communication has the potential to significantly harm brands’ efforts to engage consumers too as such companies fail to personalise their messages to better suit their customers. The 2015 State of Consumer Privacy and Personalisation report from...

By Liz Morrell, 23 July 2015, 1 comment. Categories: Data-driven marketing, Personalised Marketing.

Marketers and salespeople failing to work together, report asserts

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Marketers and sales people aren’t working closely enough together in organisations to maximise the opportunities of their marketing, a new study shows.

In a survey of more than 200 marketing leaders across a number of industry sectors in North America in the second quarter of 2015 it was found that only just over 1 in 5 (21%) of marketers say that they are total partners with their sales and business development counterparts when it comes to developing the strategy and...

By Liz Morrell, 22 July 2015, 0 comments. Categories: Content Marketing, Customer Experience.

Top 100 brands more active than ever on YouTube

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New research from Google has revealed the actions of the top 100 brands on YouTube, looking at their behaviour and spend on the medium and showing that the channel continues its strong growth.

YouTube is increasingly being used by viewers going to the channel specifically to watch content from brands – indeed four of the top ten trending YouTube videos of last year were created by brands.

And this means increasing engagement with views of branded content of the top 100 brands...

By Liz Morrell, 21 July 2015, 0 comments. Categories: Branding, Video & Audio Marketing.

This new tool aims to make better sense of marketing signals

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For marketers struggling to make sense of information and properly manage multiple campaigns a new tool has launched this week that its owners claim will simplify the job.

The Marketing Signals Framework will, claims Origami Logic, allow for better organisation and prioritisation of the overwhelming amount of signals that marketing organisations need to understand in order to properly manage both online  and offline channels.

Such signals are defined as the actions audiences take...

By Liz Morrell, 20 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Search Marketing.

Data management platforms are key to programmatic success

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Data management platforms (DMPs) are key to the future of programmatic advertising as well as offering benefits across other digital channels, according to research from Oracle Marketing Cloud and research house Econsultancy.

It found that more than two thirds (68%) of marketers surveyed agreed with the statement whilst the same number had successfully used data to improve their advertising effectiveness.

The study also showed there are other benefits to using a DMP, with 60% using them...

By Liz Morrell, 17 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Google Play apps win for volume but iOS continues to win for revenue share

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Google Play app downloads have surged ahead of iOS for the second quarter of this year but revenue continues to be dominated by the iOS platform, according to the latest figures from App Annie’s Index Market Q2, 2015.

The report, released this week, shows that Google Play downloads were 85% ahead of iOS for the second quarter of 2015 thanks to the increase in ownership of smartphones in emerging markets such as Brazil, India and Southeast Asian countries including Vietnam and the...

By Liz Morrell, 16 July 2015, 0 comments. Categories: Mobile Marketing, Publishing.

Widespace launches BrandView with promise of viewability and relevancy

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Mobile brand advertising specialist Widespace has announced the pilot launch of BrandView, a new tool that it claims will deliver 100% viewable ads that are optimised based on relevancy – enabling BrandView campaigns to deliver more extensive reach and impact for mobile advertisers.

BrandView will be piloted in selected markets from this month before being rolled out later this year and give super-impressions that are designed to both drive brand metrics but also allow for...

By Liz Morrell, 15 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

UK native advertising market growth driven by mobile and programmatic

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Mobile and programmatic advertising continue to be the two big areas for growth as the UK’s native advertising market develops, according to new research.

In a study of UK agency attitudes to native advertising nearly a quarter (24%) of agency native spend is predicted to be on mobile by the end of this year. Nearly two thirds (64%) said that they felt that native was the best way to address the creativity gap in mobile ads – with the main benefits of the medium being an...

By Liz Morrell, 15 July 2015, 0 comments. Categories: Advertising, Mobile Marketing, Native Advertising, Programmatic.

Cool or creepy? How far to push personalisation without upsetting the consumer

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With everyone extolling the values of personalisation for improving the customer experience and getting closer than ever to the customer, it can be hard to know how up close and personal to get. The danger has always been that get too personal with your offering and marketing and you may be seen as being intrusive. Be too aloof on the other hand and you may be missing a huge opportunity for your brand.

A new study from personalisation specialists RichRelevance however claims to...

By Liz Morrell, 14 July 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

How data is impacting content marketing more than ever

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Data is impacting content marketing more than ever in today’s world, a new report from the Content Marketing Association (CMA) reveals this week.

The 2015 Content Marketing and Data Intelligence report showed that 92% of CMA members use customer data as part of their content marketing strategy. 83% meanwhile said they hoped to use more data this year to inform their content marketing strategies.  

The survey of members by the CMA showed that more than three quarters...

By Liz Morrell, 13 July 2015, 1 comment. Categories: Content Marketing, Data-driven marketing.

Mobile email opens hit record high in 2015 first quarter

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M-commerce still has some way to go, but when it comes to consumers opening emails on mobile then smartphones win hands down it seems.

The latest quarterly report from Movable Ink, entitled the UK Consumer Device Preference Report, shows that mobile email opens hit a record high in the first quarter of this year with 71% of emails opened on smartphones and tablets compared to less than a third (29%) on desktops. The figures comprise 42% on smartphone and 29% on tablet and are up...

By Liz Morrell, 10 July 2015, 0 comments. Categories: Email marketing, M-Commerce, Mobile Marketing.

Content marketers beware: Smartphone dominance for internet browsing is challenged

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Tablet, smart TV and smartwatches are expected to eat into the dominance of mobile phones for internet browsing over the next year meaning that content marketing strategies need to continue to adapt to each device, according to a new report out this week.

The quarterly study of user behaviour by global mobile advertising network Buzzcity found that whilst mobile phones still dominated internet browsing amongst consumers – with 83% using the medium – the figure is actually...

By Liz Morrell, 09 July 2015, 1 comment. Categories: Content Marketing, M-Commerce, Mobile Marketing.

This new tool utilises predictive machine learning for content marketing

Picture credit: AVARI

A new tool has launched this week that its founders claim will help content marketers by allowing them to automatically inject relevant marketing materials into any email campaign, using any marketing platform.

The new tool, Next Best Content, is powered by personalisation tech specialist AVARI’s predictive analysis and machine learning technology that it claims helps to determine what each person wants to read next in real-time. The tool pulls from a brand’s content...

By Liz Morrell, 09 July 2015, 0 comments. Categories: Content Marketing, Data-driven marketing, Email marketing.

Why loyalty schemes are more valuable to consumers aware of the value of their data

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Loyalty schemes are the key incentive for consumers to hand over their data as consumers increasingly appreciate the value of their own data, according to a new report from consumer analysis and data marketing specialist GI Insight. The research showed that in a survey of more than 1,000 UK consumers more than three quarters of respondents (76%) didn’t want to hand over their data unless a business had a ‘proper loyalty scheme’ in place.

The report showed that this...

By Liz Morrell, 08 July 2015, 0 comments. Categories: Customer Experience, Data-driven marketing.

New ethical search engine claims it will generate £200 million for charities by 2017

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A new search engine that is targeting 10 million users and the generation of more than £200 million for charities by 2017 has launched this week.

The UK start-up search engine Storm allows consumers to raise money for their favourite charities as they shop online through a give button on the site for participating retailers that include the likes of Waitrose, Virgin, Sports Direct, Curry’s, Boots and B&Q. When someone buys something from one of the retailers via the...

By Liz Morrell, 02 July 2015, 0 comments. Categories: Search Marketing.

Programmatic ad spend close to smashing £1 billion barrier

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Spending on programmatic ads in the UK is getting closer than ever to smashing the £1 billion mark, now accounting for nearly half of all display ads. By 2018 it is estimated that around 70-80% of digital spend will be programmatic.

The Internet Advertising Bureau (IAB) latest Media Owner Sales Techniques studiy shows that of £2.13 billion spent on display ads on both mobile and internet last year 45%, equalling £960 million in total, was traded programmatically. The...

By Liz Morrell, 01 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Consumers may be more open to email marketing than we think

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Getting the balance of email marketing right is a constant challenge for marketers who often err on the side of caution since the risk is losing customers by bombarding them too much.

Yet a new report claims to have discovered that consumers are more receptive to email marketing than many believe. The report, from global data solutions provider Return Path, says that highly active users will actually tolerate up to an average of 5 messages a week before the level of complaints offset...

By Liz Morrell, 01 July 2015, 1 comment. Categories: Customer Experience, Email marketing.