'Halo effect' reveals importance of mobile ads in high quality environments

How does the environment in which an advert resides influence its performance? According to a new report from Integral Ad Science (IAS), adverts viewed in high quality mobile web environments were perceived significantly better than those in lower-grade versions.

The study, titled 'The Halo Effect: Ad Environment & Receptivity', observed 50 participants and their reactions to articles and creative content across 30 minutes. 

The report found three quarters (74%) of participants perceived ads...

By James Bourne, 17 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Mobile Marketing.

New report examines brand affinity among Gen Z – and the companies getting it right

How should marketers prepare for the incoming move of Generation Z into the workplace? According to a new report, the narrative of a more conscientious, ethical generation is mostly true – but don’t feed any stereotypes.

The 2019 AFFDEX report, from student discount hub UNiDAYS, found Nike, Netflix and Instagram were the most popular brands across all categories. YouTube and Adidas completed the top five.

By James Bourne, 11 July 2019, 0 comments. Categories: Best Practice, Branding.

Emerging martech implementation: From AI to blockchain – augment not alter the customer experience

Getting to grips with emerging technologies is the backbone of any digital marketer’s role. From artificial intelligence – whether it is process automation, chatbots or dealing with machine learning methods – to blockchain, the temptation to avoid ‘shiny new object’ syndrome and find a practical strategy for building and adopting technology is key.

A new report from independent consultancy R3 has...

By James Bourne, 09 July 2019, 1 comment. Categories: Advertising Technology, Customer Experience.

How Gen Z is changing the rules of social: Moving from demographics to true communities

Social media usage continues to evolve at a rapid rate – and as Generation Z continues to flood into the working world, its applications for both users and brands who wish to take advantage of it come into much sharper focus.

That is the idea behind the first in a new series of reports from ZAK, a London-based creative agency which purports to ‘create big brand ideas that engage under 30s’, in its own words....

By James Bourne, 03 July 2019, 0 comments. Categories: Case Studies, Content Marketing, Social Media Marketing.

LinkedIn modifies its algorithm to create a better news feed for users

Are you fed up of scrolling through your LinkedIn feed and finding cat videos, motivational quotes, or apocryphal odes to business excellence that make you want to vomit?

Don’t worry – the social network has got you covered. LinkedIn has announced changes to its algorithm to prioritise better conversations in users’ feeds.

The company uses the maxim of ‘people...

By James Bourne, 28 June 2019, 0 comments. Categories: Content Marketing, Social Media Marketing.

Consumers are understanding the risks of social media addiction – but taking the next step is hard

Another week, and another example of how consumers are trying to fight for their privacy rights in a world of social snooping and data overload.

According to recent research from Kaspersky, which polled almost 12,000 consumers across 21 countries, one in three (32.3%) admitted they did not know how to fully protect their privacy online. More than half (56%) agreed that total privacy was not possible in the ‘modern digital...

By James Bourne, 27 June 2019, 0 comments. Categories: Customer Experience, Gamification, Social Media Marketing.

Getting started on the data-driven content journey: Machine learning models and upskilling SEO

Lee Wilson, head of services and SEO at Vertical Leap, has had enough of organisations putting together elaborate campaigns, content and metrics which ultimately don’t go anywhere. All that wasted effort from businesses who have the right intentions. So what are the biggest mistakes companies can make?

“Fundamentally, this occurs as...

By James Bourne, 18 June 2019, 0 comments. Categories: Content Marketing, Data-driven marketing, Data Science, Search Marketing.

Amazon beats Apple and Google to world’s most valuable brand ranking

Amazon has overtaken Apple and Google to become the world’s most valuable brand, according to a new report from WPP and Kantar.

The 2019 BrandZ Top 100 Most Valuable Global Brands ranking was as ever dominated by technology, with five of the top 10 designated as tech providers. Amazon and Alibaba (#7) were designated in the retail space, while McDonald’s – whose recent purchase of personalisation software provider

By James Bourne, 11 June 2019, 0 comments. Categories: Branding, Customer Experience.

Salesforce to acquire Tableau for $15.7 billion to combine Einstein’s AI with BI bulk

Salesforce is to acquire business intelligence (BI) visualisation software provider Tableau in a $15.7 billion (£12.4bn) all-stock deal – with the aim to improve customer journeys through the fusion of artificial intelligence (AI) and big data.

The acquisition, which was announced by both companies earlier today (June 10), will see Tableau’s data visualisation tools baked into Salesforce in order to further...

Crownpeak: How to change customer-centricity by 'contextualising' consent

Whether it was Marc Andreessen’s proclamation in 2011 that software was eating the world, or Satya Nadella’s more recent analysis that every business is a digital business, tech ignorance is simply unimaginable today. Yet it’s the biggest open secret in martech: while all the marketing departments talk a great game, they aren’t getting anywhere near the value they should do from their investments across the stack.

By James Bourne, 31 May 2019, 0 comments. Categories: Attribution, Best Practice, Customer Experience.

Salesforce dives into blockchain with low-code CRM offering

Salesforce has announced the launch of Salesforce Blockchain, a CRM product which aims to let users share verified, distributed data sets across a network of partners and third parties.

The low-code offering, aimed at developers working on the Lightning platform, has its theory in exploring how CRM can extend beyond direct customer relationships to creating business models around ecosystems. The blockchain technology is used...

By James Bourne, 30 May 2019, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Learning social best practices from industry experts: Find your voice and make ‘clever’ use of data

If you manage your company’s social media accounts today, it is no longer sufficient to send a fun tweet here or a cheeky Facebook post there. Social has become a key benchmark of customer experience; a treasure trove of data ready to be mined. Yet it can also be a living nightmare if you get on the wrong side of Random Internet Strangers.

So what’s a marketing manager to do in the spare time they have from juggling a zillion...

How Sage is using employee advocacy to create a strong voice on social

Last week, Kim Kardashian West - perhaps the ultimate influencer - put digital ink to silicon and tweeted forth. Yet this wasn't quite a case of affirmation-brought-to-you-by-X. The socialite had visited Jack in the Box and wished for a discussion about the experience "pronto." Underneath, rival fast food brands, from Burger King, to Wendy's, to Steak-umm, were queuing...

Personalisation strategies analysed: Potent brand messages found – if not 100% hit rate

To personalise, or not to personalise? Even though it's phrased as a question, personalisation may seem more of a proclamation today - and while only half of consumers are actively signing up for a personalised experience right now, the numbers are only going to go up.

The latest study from Periscope By McKinsey, which polled more than 2000 consumers spread across France, Germany, the UK and the US, found brands who were already trusted by users were more likely to be given permission to personalise. Yet...

Philip Morris’ influencer campaign goes up in smoke following investigation

The influencer marketing ecosystem is one where a fine line needs to be trodden – as Philip Morris has found out to its cost.

The tobacconist announced earlier this week that it was suspending its social media campaigns after a Reuters investigation found one of the key influencers engaged for a new ‘heated tobacco’ device campaign did not fulfil the company’s internal standards and regulations.

Brian Solis: Digital addiction wounds run deep – but they are being treated like minor cuts

The concept of health when it comes to technology usage is an ever-increasing one – and one where users, brands and vendors need to be equally mindful.

Much of the conversation tends to focus around social or smartphone ‘addiction’, and in particular its effect on younger minds. Yet research on the topic argues that things are a little more complicated. The

How Brandwatch is stepping up from social monitoring - to find a much greater opportunity

Social media monitoring provider Brandwatch has been busier than ever of late. The company continues its regular research studies, from the serious, examining fake news in March, to the more frivolous, exploring the social conversation around Game of Thrones (spoiler...

How Dynamic Yield's success was predicated on foreshadowing personalisation as a strategic priority

At the end of March, it was announced that McDonald's had acquired Dynamic Yield, an Israel-based provider of personalisation software. The move made for a fascinating exploration of how brands were not just exploring the martech stack but committing M&A to it. Take Walmart buying adtech firm Polymorph last month, for instance, or Accenture acquiring Adaptly...