Twitter introduces tailored audiences from mobile apps

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Having already tested the new service on a number of brands, the technology is basically Twitter's version of retargeting based on the previous behaviour consumers. 

Tailored audiences from mobile apps follows the general launch of the tailored audiences ad product this time last year. Tailored audiences allowed advertisers to reach audiences that had shown interest in a brand or category. It benefited advertisers by working outside of Twitter.

With this new addition,...

Native advertising benchmarks shows users consume more on the move

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After serving more than one billion native ads on mobiles for publishers ranging from the Washington Post to Associated Press Polar claims to know a thing or two about native advertising on mobile and has revealed the figures to prove it.

The company has announced a series of 20 benchmarks on native advertising on mobile, as well as the reach of more than three billion when all devices are taken into account, that measure mobile native ads...

Educating consumers about Apple Pay will benefit marketers

Apple Pay is still a baby that is barely weeks old and still available only in the US, but its potential as yet another way of helping marketers reach consumers in bricks and mortar stores is huge.

Add in the possibilities to also link the payment functionality with Apple’s advertising platform iAd to enable consumers to buy products seen in mobile ads and the potential is great still.

So how is actual take-up faring? As yet another payment option for customers – where many have already tried...

By Liz Morrell, 08 December 2014, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Could Google for kids do the marketing industry more harm than good?

The news that Google for Kids is now in the development pipeline for the tech giant has generated quite a bit of controversy today. But Google itself was expecting this.

In effect Google for kids - its plan to develop child specific versions of tools such as search, YouTube and Chrome – will create a whole new marketing demographic and enable website owners to better track who is looking at their sites when.

The information this could, in theory, provide advertisers with is huge. Whether brands would be...

By Liz Morrell, 05 December 2014, 0 comments. Categories: Organic Search, Paid Search, Personalised Marketing, Search Marketing.

How millennials are buying into social commerce

Experts predict the value of social commerce is set to explode but inevitably it will be the millennial generation who will ignite the explosion.

Millennials are a generation that cannot be ignored since it is estimated that this market will have a combined purchasing power of $2.45 trillion worldwide by 2015, $30 billion of which will be in the US.

A new study from the University of Massachusetts Dartmouth suggests that buy buttons on social networks will be particularly powerful. Both Twitter and Facebook...

By Liz Morrell, 04 December 2014, 0 comments. Categories: Commerce, Mobile Marketing, S-Commerce, Social Media Marketing.

Argos rolls out digital receipts to nail down its single customer view

Consumers have been promised a paperless world for years and yet still happily accept paper receipts at checkout – stuffing them into a bag or wallet where they inevitably get lost or damaged. Yet digital, emailed receipts offer not only a better way for customers to manage their purchasing history, but also a more singular view for retailers of what, where and how their customers are shopping.

It is something Apple has been doing for some time but the news last week that Argos has become the first...

By Liz Morrell, 03 December 2014, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Personalised Marketing.

Asda and Starbucks prove mobile advertising can drive footfall as well as click-through rates

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Online and mobile advertising have traditionally focused on click-through rates and online traffic but, as retailers become more aware of the need to provide an omnichannel rather than single channel experience, that is changing. 

Mobile advertisers are realising that the fact that their customers are shopping both online and instore – and more importantly using their mobiles within the physical store environment – means that they can target advertising to drive...

Native advertising sold programmatically for first time

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A new partnership claims it will deliver the industry’s first global programmatic platform for native advertising – enabling brands to increase their audience exposure. It will initially be launched in the US and UK and roll out to other markets later.

The partnership brings together Xaxis, the world’s largest programmatic media and technology platform, and Disqus, the web’s largest network of discussion communities. The new platform will enable Xaxis...

Technology could speed up new product development

New product development (NPD) used to be a lengthy process that included prototypes, market research, focus groups, more market research and eventually – a good while later – the possibility of launch.

Social media as a marketing tool has already changed that to some degree and there are many examples of companies testing, measuring and gauging customer feedback on possible new ranges via channels such as Twitter and Facebook.

But a new tool announced this week promises to make the process even...

By Liz Morrell, 01 December 2014, 0 comments. Categories: Advertising, Branding, Commerce, E-Commerce.

Counting the cost of Black Friday as crowds swarm retailers

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So Black Friday is upon us and the marketing hype has done its job it seems as even before 6am this morning there were reports of crazed scuffles for bargains and retail websites crashing under the strain. 

But the real question has to be what will the true cost of Black Friday be? Everyone loves a bargain, especially before Christmas when you can make the excuse that you are buying presents. Of course whether Aunt Maude actually wanted a 40-inch television is another matter....

By Liz Morrell, 28 November 2014, 0 comments. Categories: Advertising, Campaigns, Commerce, E-Commerce, M-Commerce, S-Commerce, Social Media Marketing.

Inbound marketing is your route to knowing customers

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Knowing your customers inside out in today’s marketing world is not only more of a possibility than ever before but more vital too. New research shows that marketers in the UK lead their way in this but shows that businesses still are not doing enough to embrace the inbound marketing opportunities that are available to them.

The survey, undertaken by Oracle Marketing Cloud and Forrester Research and released today, finds that of 523 marketing decision makers across a range of...

By Liz Morrell, 28 November 2014, 0 comments. Categories: Advertising, Campaigns, Commerce, Customer Experience, E-Commerce, Personalised Marketing.

Financial sector reaping the rewards of mobile content

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For finance customers the move to mobile has been hugely beneficial – allowing customers to manage investments, personal banking, payments and account transfers on the go.

The fact that the trend shows little sign of abating – with new technologies such as mobile wallet and proximity payments becoming increasingly important - is a marketing technologists dream since users are engaging more heavily than ever with finance content on mobile.

A new report published this...

By Liz Morrell, 27 November 2014, 0 comments. Categories: Commerce, Content Marketing, M-Commerce, Social Media Marketing.

Less talk and more action when integrating Marketing with IT, says study

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We have heard about the need for interdepartmental collaboration, but a new 2014 report from Forrester CMOs And CIOs Must Turn Collaboration Into Action published this month points out that there needs to be less talking and more action. 

The report follows this year’s annual survey by Forrester and Forbes Insights of 308 marketing and tech management leaders to understand how CMOs and CIOS are collaborating across four core dimensions: people, process, technology, and...

By Liz Morrell, 26 November 2014, 0 comments. Categories: Big Data, CRM, Customer Experience, Data-driven marketing, Data Science.

How consumers still believe retailers are dual pricing

The variation between online and offline pricing has long been a bone of contention between retailer and shopper.

In the early days of e-commerce price differentials between online and store was common practise but in today’s omnichannel world it can be extremely harmful to a brand to be seen charging different prices across different shopping channels and it’s a practise many retailers have abandoned as a result.

A new report from Displaydata suggests that more than three quarters of shoppers...

By Liz Morrell, 07 November 2014, 0 comments. Categories: Advertising, Advertising Technology, E-Commerce.

How keeping it simple can ensure your brand is premium

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When it comes to branding it’s easy to overcomplicate things. But the Global Brand Simplicity Index 2014 shows that can cost brands dearly.

The report by Siegel + Gale, which has been published for the past five years, shows how keeping it simple can pay dividends. This year’s results once again has brands such as McDonald’s, Ikea, Google and Amazon ranking within the top 10 for their no nonsense approach to branding.  Discount grocery chain Aldi comes first...

By Liz Morrell, 07 November 2014, 0 comments. Categories: Advertising, Campaigns.

RFU to score another try for mobile commerce at Twickenham this weekend

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Powa Technologies will this weekend launch its mobile commerce solution PowaTag at Twickenham six months after the Rugby Football Union first introduced mobile commerce at the stadium.

Fans attending the QBE International game between England and New Zealand on Saturday November 8 will be able to use the PowaTag service to pre-order and pay for food and drinks as well as merchandise with a tap of their phone.

The move comes after the RFU launched a similar service at the 6 Nations...

By Liz Morrell, 06 November 2014, 0 comments.

How John Lewis’ latest Christmas ad continues the conversation in-store

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John Lewis has long set the bar for Christmas television advertising. This year it has gone one step further, bringing the advertising in-store with technology designed to extend the experience beyond the TV screen; but at what cost? Pester power could end up costing parents – and the retailer – dearly.

The £1 million television advertisement, which airs for the first time on TV tomorrow night after being unveiled on social media today, is part of a £7...

By Liz Morrell, 06 November 2014, 1 comment. Categories: Advertising, Campaigns.