Consumer handset manufacturer demographics reveal mobile ad preferences

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Ensuring engagement of mobile ads can be tough but new research from Opera Mediaworks claims that users’ preferences can be identified simply from the handsets they own. It claims that user traits and personalities differ according to brand but that each handset defines their app and mobile web-browsing habits, making targeting of ads a little easier. 

The research, which forms part of the UK Mobile Audience Insight report from Opera Mediaworks, showed that...

By Liz Morrell, 21 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Personalised Marketing.

Programmatic advertising concerns remain in 2015

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If there was one buzzword in the digital advertising space in 2014 it has to have been programmatic.

Last year saw eight out of ten buyers and sellers actively using it, but there remain three big concerns around usage – the biggest of which concerns brand safety.

A new report from Undertone looks at how marketers, publishers and agencies if they are using it, how and what they are buying, what they want and what concerns them. It showed 82% of marketers are using it, 81% of...

By Liz Morrell, 16 January 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

Google halts Glass sales days after Tesco announces its first Glass app

Tesco announced earlier this week that it was the first retailer to realise the potential of Google Glass. Yesterday Google revealed that it is halting sales of the device. It was a marketers worst nightmare especially for a retailer that has endured PR disaster after disaster in recent months.

Tesco had triumphed the launch of its Tesco Grocery Glassware, allowing users to browse goods, view nutritional information and add items to their shopping basket all hands-free. This would then allow shoppers to...

By Liz Morrell, 16 January 2015, 0 comments. Categories: Advertising, Branding, Commerce, M-Commerce, Mobile Marketing, Wearables.

Why email marketing is not dead yet

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The focus on social and mobile as hugely growing marketing channels has meant the spotlight has gone off email marketing somewhat. But, according to a new report from Salesforce, 2015 State of Marketing – email marketing remains as important a tool than ever with marketers increasingly citing it as being core to their business.

The report shows that nearly three quarters (73%) of respondents said that email marketing was core to their business. When asked why 60% said it was a...

By Liz Morrell, 14 January 2015, 0 comments. Categories: Email marketing, Mobile Marketing, Social Media Marketing.

How customers are changing from brand consumers to brand advocates

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Consumers were once a slave to the marketing messages of the brands they consumed. Today that power has shifted with customers in the more powerful role of brand advocate rather than simple brand consumer.

Understandably it is a trend that brands are working hard to embrace and capitalise upon. A new report from Bazaarvoice shows just how important that trend is and how the power of the people is increasing day by day. 

The latest in Bazaarvoice’s semi-annual research...

By Liz Morrell, 14 January 2015, 0 comments. Categories: Advertising, Branding, Social Media Marketing.

New research highlights why retailers need a robust m-commerce strategy

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There was never much doubt that mobile commerce was set to take off in a big way in the last year or two. But what has perhaps come as a surprise is just how comfortable users have become with their devices.

Mobile now contributes more across the whole purchasing funnel, with smartphones now overtaking tablets to generate more transactions, according to the first quarterly State of Mobile Commerce report from Criteo.

The research shows that understanding cross-device behaviour will...

By Liz Morrell, 13 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Personalised Marketing.

Retailers' m-commerce strategy results in astonishing growth

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Usage of lifestyle and shopping apps grew a whopping 174% in 2014 against an average app usage increase of 76% according to Flurry Analytics. Its figures were particularly staggering on Android where the shopping category increased by 220%.

The usage, defined as a user opening an app and recording a session, is a move on from previous years where casual usage in areas such as games and entertainment were the biggest growers. Apps in utilities and productivity and messaging and...

By Liz Morrell, 12 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

How to embrace the growing appetite for video content

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Do you remember the days when you actually had to read something to get the message? In today’s world it is the visual medium that is becoming the way to communicate whether that is through video or pictures.

The trend to capture life through imagery rather than words is feeding through to advertising too and forcing marketers to rethink how they communicate with their customers.

But it is Facebook that is proving one of the biggest mediums for communicating via video. As...

New tool promises to predict effectiveness of marketing campaigns

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The launch of a new marketing prediction utility could mean marketers throwing away their crystal balls when trying to understand how effective their marketing is.

That is the claim of cloud marketing firm Emarsys, which has launched its new Smart Metrics tool this week. It claims the new solution gives brands the ability to predict revenue, purchase and engagement patterns, making trials and experimenting with campaigns a thing of the past.

The product allows marketers to see,...

By Liz Morrell, 08 January 2015, 0 comments. Categories: Data-driven marketing, Data Science, Email marketing.

Google to check if users are watching video ads

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Google’s revelations at CES (Consumer Electronics Show) in Las Vegas this week, that it is to start telling advertisers and publishers to what extent their digital video ads are being seen, has certainly provoked a reaction.

The announcement was one of two made at the show by Neal Mahan, vice president of video and display advertising at Google. He said viewability reporting will be rolled out across Google’s ad platforms – enabling brands to know whether their video...

Two thirds of marketers to win market share with increased tech spend in 2015

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2015 will see marketers winning market share through an increased spend on technology, according to a new whitepaper from Conductor.

It showed that 65% of marketing executives plan to spend more on marketing technology in the coming year, with nearly a third (28%) saying they would spend 25% or more than in previous years. Of those, 18% said they were spending up to 50% more and 10% were planning to spend above that.

The conclusions come from a new whitepaper that surveyed...

By Liz Morrell, 07 January 2015, 0 comments. Categories: Advertising, Advertising Technology.

Businesses must stay ahead of EC Data Protection Reforms, warns IAB

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It may have been a rather long-winded process but the European Commission‘s Data Protection Reforms could move forward dramatically this year and businesses must begin to prepare for the changes they will bring, according to the Internet Advertising Bureau UK (IAB).

The EC originally put forward proposals in January 2012 to harmonise the existing patchwork of different data protection rules across the continent, and replace what is now a rather outdated UK Data...

Social business predictions show big change for marketing tech

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Companies face a number of challenges in their social transformation over the next few years. However, a new report from IDC reveals the ten factors it feels will influence decision making around social business. Many of which involve the evolution of marketing technology.

In IDC FutureScape: Worldwide Social Business Transformation 2015 predictions, the report’s authors say that business leaders should be making such decisions within the next two to four years if they...

By Liz Morrell, 22 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Commerce, S-Commerce, Social Media Marketing.

What will it take for shoppers to trust payment information?

US and Canadian shoppers have little faith in the security of their credit card and personal information according to a survey from Bizrate Insights.

The company, which is a division of Connexity (formerly Shopzilla), surveyed more than 6,200 online buyers and found that even among the biggest online retailers and internet technology providers, nervousness remained.

The survey showed that three out of four (76%) online buyers are dissatisfied with the strength of credit card and personal information security...

By Liz Morrell, 22 December 2014, 0 comments. Categories: Mobile Marketing.

IAB claims full viewability measurement is not possible

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Full viewability measurement of digital advertising is not yet possible according to the Interactive Advertising Bureau (IAB). The claim comes only a couple of weeks after analysis from Google’s tracking metric for viewable ads showed that more than half of all served ads are not measured viewable.

The IAB has published a new positioning paper that makes the claim called the State of Viewability Transaction in 2015, which aims to offer guidance to the digital media and...

By Liz Morrell, 17 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Personalised Marketing.

Facebook launches Call to Action functionality for Pages

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Having a call to action has always been at the essence of any good marketing since that is the very point of marketing a brand or product.

Facebook for Business’s announcement, therefore, of a new call to action feature will help Pages drive business objectives further, since that call to action (CTA) can now be achieved simply with the press of a button.

The company is to roll out the new functionality in the US over the next few weeks and worldwide next year. The buttons...

Ad fraud hits video campaigns

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More needs to be done to protect the display advertising technology industry from video ad fraud according to a new report from bots and malware detection specialist Whiteops.

The Bot Baseline – Fraud in Digital Advertising report by White Ops and the Association of National Advertisers shows that globally advertisers are set to lose $3.6 billion globally to bots in 2015.

White Ops and ANA worked with 36 member organisations of the ANA to analyse digital advertising campaign...

UK marketers must improve effectiveness of their content marketing

UK marketers rated themselves less effective at content marketing this year versus last year, according to the third annual Trends report from the Content Marketing Institute (CMI), produced in partnership with the UK Direct Marketing Association.

As a result it seems marketers are now more focused on content marketing goals than previously, with marketers setting goals and driving efficiency through the setting of concrete objectives.

Goals have also changed. The trends report showed that the percentage of...

By Liz Morrell, 13 December 2014, 0 comments. Categories: Content Marketing, Publishing, Social Media Marketing.

Sony comes clean on viral marketed and crowd-sourced product

As one of the biggest brand names in consumer electricals Sony wields enormous brand power. Its decision therefore to test and fund a new product range undercover is revealing. The test was to see the momentum it could build around a new product range using only viral-marketing and crowd-sourcing techniques.

The company has developed a spin-off division called Fashion Entertainments where it is looking to see how it can incorporate electronic paper into fashion products. One of the most significant product...

By Liz Morrell, 11 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns.

Mobile and internet see highest ad spend

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The amount of advertising spend on mobile and the internet has exploded in the last year alone, and such growth will continue, according to research from the Advertising Association/Warc.

The figures showed that internet advertising spend (which includes revenues for online, mobile and tablet) had grown 14.1% between 2012 and 2013 to hit £6.3 billion and is expected to show similar growth over the next two years with overall growth of 15.1% expected for this year.

However of...

By Liz Morrell, 10 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.