Mobile email opens increase but conversions fall in third quarter


Mobile email opens are at their highest point ever, and yet mobile email conversions are on the decline, according to a new report published this week.

The research shows that mobile email opens are now at their highest rate yet in the third quarter of 2015 despite a dip in the second quarter. Mobile email opens now account for 73% of email opens, compared to 69% last quarter and 71% in Q1.

The growth is being particularly driven by a growth in the rate of opens on smartphones – up...

By Liz Morrell, 27 November 2015, 0 comments. Categories: Email marketing, Mobile Marketing.

Marketers missing a trick with Instagram advertising, research reveals


Forget traditional Christmas lists since customers are getting more visual than ever. New research suggests that nearly 41% of Instagram users have used the social media tool to drop hints to friends and family about what they want for Christmas.

More than half (57%) of the 1,000 respondents surveyed in a report commissioned by digital marketing agency Greenlight have used it to gain inspiration when gift buying and one in three have bought items after seeing them on Instagram.


By Liz Morrell, 25 November 2015, 0 comments. Categories: Advertising, Branding, Commerce, Social Media Marketing.

Advertisers not going mobile can’t afford to wait any longer


Mobile advertising is growing at an exponential rate and one of the best illustrations of its growth comes from Facebook’s most recently quarterly results. The company revealed earlier this month that for its third quarter ending in September mobile advertising revenue accounted for around 78% of advertising revenue or a whopping $10 billion in sales. This compares to 66% for the same period in 2014.

The number of ads shown has also increased dramatically and video advertising...

By Liz Morrell, 24 November 2015, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Ad viewability fails to improve according to latest figures


Viewability of ads failed to improve in the third quarter of 2015 with figures remaining largely static, according to the latest figures from Integral Ad Science’s Q3 2015 Media Quality Report.

The report is based on insights collected from hundreds of billions of impressions analysed by Integral in the last quarter. It showed that compared to the last quarter display viewability in the US dropped only 1% to 43% whilst video viewability dropped five points to 32% in the...

By Liz Morrell, 23 November 2015, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Instagram announces Instagram Partners programme, boosts advertising options


Instagram has announced an initial set of 40 partners to help advertisers of any size find best in class technology partners to work with on the platform.

The Instagram Partners programme is a set of experts who have been vetted by Instagram and deemed to be capable through their propriety tools of helping in one of three key areas of expertise on the platform. These include ad tech, community management and content marketing.

Instagram has revealed that early results have already...

By Liz Morrell, 20 November 2015, 0 comments. Categories: Advertising, Social Media Marketing.

Why marketers must bolster their skills to get a boardroom place


Marketers must be able to not only speak marketing talk but also be able to explain and quantify the contribution of the marketing department in the boardroom if they are to gain a higher profile within businesses.

A new study published this week by Econsultancy and Oracle Marketing Cloud says marketers must be able to speak the board’s language – translating marketing concepts into a business outcomes-focused conversation if they are to bolster the number of marketing...

By Liz Morrell, 19 November 2015, 0 comments. Categories: Best Practice, Data-driven marketing.

Marketing and ad tech M&A activity hits near record heights for Q3


The advertising and marketing tech sectors have continued to see buoyant merger and acquisition activity in the third quarter of this year with activity only just falling short of Q3 2014 figures which saw the strongest activity on record.

The data comes from a study released by specialist technology and marcoms corporate finance advisor Results International.

112 deals were announced in Q3 2015 compared with 113 for the same period last year. Compared to the previous quarter, total...

Simplicity pays as discounters top branding charts


In a world where it’s all too easy to feel overwhelmed, the ability of brands to simplify our lives is key to brand experience – and is measured by the release this week of the Global Brand Simplicity Index 2015, which has Aldi topping the charts for the third year running.  

Compiled by branding consultancy Siegal+Gale and now in its sixth year, the index measures the simplicity of companies’ brands and experiences through a survey of 12,000 consumers...

By Liz Morrell, 18 November 2015, 0 comments. Categories: Branding, Customer Experience.

Why the data scientist is the most coveted new employee


It has been dubbed the sexiest job of the 21st century, and if a recent study from RJMetrics is to be believed it’s certainly an increasingly popular role - but what is the true role of the data scientist today?

The RJMetrics study, published in October, claimed that the number of data scientists has doubled over the past four years with more than 11,400 data scientists identifying themselves as such on LinkedIn alone, nearly half of whom are in the US.

“Companies are...

By Liz Morrell, 16 November 2015, 0 comments. Categories: Data-driven marketing, Data Science.

Why ad blocking is a problem that all must work together to resolve


Ad blocking is a catch-22 situation that must be resolved, according to a recent event on the subject held by the ISBA. According to a study by IAB and YouGov 15% of adults in the UK online are currently using ad blocking software but more than half (56%) don’t realise that means a subsequent loss of revenue to the website concerned. This of course leads to the risk that such sites can no longer produce content that such users enjoy freely.

Globally 7% of the world’s 3.3...

By Liz Morrell, 13 November 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

Salesforce launches on Pinterest as marketing developer partner

(c) Merlini

Salesforce is to launch a new set of tools that will enable marketers to engage and connect with customers on Pinterest after being selected as a Pinterest Marketing Developer Partner for content publishing.

The new tools will be available on Pinterest via Salesforce’s Social Studio capability and will mean that marketers are now able to do a number of things – from composing, previewing, scheduling and publishing Pins across Pinterest accounts as part of a broader...

By Liz Morrell, 12 November 2015, 0 comments. Categories: Social Media Marketing.

Why location is more crucial than ever – and why brands need to take responsibility


Hitting the right consumer, at the right time with the right message relies principally on one thing – knowing what that customer is doing and therefore the best time to hit them with your marketing message.

This means that location based marketing is increasingly key since that enables such a scenario and a better targeted, more relevant approach as a result. “Marketing teams and tech people have to get together and really understand what their customers are doing, when...

By Liz Morrell, 11 November 2015, 0 comments. Categories: Personalised Marketing.

Costa becomes first brand in Europe to advertise with BuzzFeed branded content


This week has seen coffee chain Costa become the first UK brand to advertise with BuzzFeed branded content after the launch of its “Little things that make people in Britain happy” film. The move comes 18 months after BuzzFeed Motion Pictures branded content launched in the US. Its UK debut was announced last month.

The video features a series of customers discussing the things that they like that make them smile the most – including everything from fancy dress to...

By Liz Morrell, 06 November 2015, 0 comments. Categories: Branding, Content Marketing.

Email marketers making basic mistakes around call to actions, course data shows


Email marketers are failing to realise the potential of call to actions (CTA) within their email marketing programmes, according to a new report which highlights a number of misunderstandings and misconceptions.

The results, from email provider Mailjet, showed a failure to fully understand the impact of call to actions with 28% thinking that call to action buttons could not be A/B tested. The study also showed that 12% said that they believed the first thing that readers looked for was...

By Liz Morrell, 06 November 2015, 0 comments. Categories: Email marketing.

Data sources marketers can utilise set to explode, says Salesforce


Companies already face a challenge making best use of the data at their fingertips to improve their business and marketing efforts, but face an 83% leap in the number of data sources to be analysed over the next five years, according to a new report.

The 2015 State of Analytics report from Salesforce Research, which surveyed more than 2,000 global business leaders earlier this year, suggests that companies must embrace the ever widening number of data sources if they are to best...

By Liz Morrell, 04 November 2015, 0 comments. Categories: Data-driven marketing, Web Analytics.

How do you ensure you create a killer social brand?


Brands know that social plays a critical role in their marketing efforts – but are they doing enough to create a killer social brand? The latest rankings suggest that traditional brands at least have some catching up to do on their technology focused peers. The Lithium Social Power Ranking lists the top 50 global brands that use digital strategies to connect, build trust and create the ultimate customer experience and have Microsoft, Amazon, MTV, Facebook and Google in the top five...

By Liz Morrell, 03 November 2015, 0 comments. Categories: Branding, CRM, Social Media Marketing.

Brand errors on mobile: Poor design and optimisation hamper customer experience


Brands are making basic mistakes on mobile that could be costing them money, according to a new study from strategic multichannel consultancy Practicology and UX testing provider WhatUsersDo.

The report is the second joint Mobile Usability Report from the duo and follows UX testing of the mobile sites of 15 UK retailers that included Amazon UK,, Argos, B&Q, Boohoo, Boots, Debenhams, House of Fraser, Littlewoods, Paperchase, Pets At Home, River Island, Schuh, Sports...

By Liz Morrell, 28 October 2015, 0 comments. Categories: Branding, Customer Experience, M-Commerce, Mobile Marketing.

Industry body launches latest initiative to help tackle online ad fraud


Online ad fraud is one of the biggest challenges the digital marketing industry faces at the moment, with fake traffic costing advertisers $6.3 billion this year alone. The challenge of course is identifying it and then prioritising efforts to deal with it.

A new classification ranking of the different types of online ad fraud may therefore help. The taxonomy has been published by the UK’s Joint Industry Committee for Web Standards (JICWEBS) and identifies 16 different malicious...

By Liz Morrell, 23 October 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.