NetBase: On using social listening and influencer marketing to ‘get more with less’ for campaigns

When the concept of social listening platforms first came about, it was that rarest of things in martech: a ‘solution’ which actually solved people’s problems. As data created on the social web reached ever-increasing levels, this made sense – but what’s more, being able to take this data and create insights from it was the real jam in the sandwich.

Instagram confirms it is hiding likes in the US: The agency and analyst perspective

Instagram has been dabbling in the waters of hiding likes, but with the news last week that the US was being tested the company jumped right in – and certainly made a splash in the process.

Speaking at the Wired 25 event in San Francisco, Instagram CEO Adam Mosseri confirmed the rollout. The system, which has seen test...

By James Bourne, 18 November 2019, 0 comments. Categories: Attribution, Content Marketing, Influencer Marketing, Social Media Marketing.

Starbucks flips the equation with Deep Brew – by using AI for a more humanised customer experience

Starbucks has been making noise about its artificial intelligence (AI) projects of late – and specifically how they can be applied into marketing and customer experience activities.

Speaking to analysts following the company’s Q4 2019 earnings release at the end of last month, Starbucks CEO Kevin Johnson noted how Deep Brew, an initiative focused on the coffee house’s AI investments, is taking shape.

How Mastercard is leveraging its sonic identity – and evolving brand security in the process

In February, Mastercard issued a press release which announced the launch of what the company called its ‘sonic brand identity.’ The result was touted as ‘a distinct and memorable melody with adaptations across genres and cultures.’

Naturally, there was also an audio press release sent out where the tone was played (1:04)...

By James Bourne, 30 October 2019, 0 comments. Categories: Advertising, Branding, Commerce, M-Commerce, Video & Audio Marketing.

Salesforce explores the rise of the connected shopper – and what retailers need to do

Retail continues to be an area where the consumer is king. Engagement channels are changing, tech-enabled customer experience has never been more vital, and the battle between traditional retail and online marketplaces is well and truly joined.

Salesforce’s latest Connected Shoppers Report aimed to explore the relationship between bricks-and-mortar and digital retailers – and found that while the former still has its...

By James Bourne, 16 October 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, M-Commerce.

MuleSoft notes how the ‘coherence economy’ can salvage disconnected customer experiences

It is the mantra of all marketing professionals and the reason they get up and go to work each day: to build the greatest customer journeys they can. This is naturally easier said than done; depending on where your organisation is on its path you may have to knock down a series of silos before you can embark on the path of building seamless customer experiences.

Yet a new report argues this process is going slower than many...

By James Bourne, 14 October 2019, 0 comments. Categories: Big Data, Customer Experience, Data-driven marketing.

Facebook to follow Instagram and trial hiding likes: The next phase of social media?

Facebook is set to trial hiding likes from posts, the company has said, following on from tests conducted by subsidiary Instagram earlier this year.

The trial will be conducted in Australia initially and is based on positive feedback from mental health professionals around boosting users’ wellbeing. Users will still be able to see how many likes a post garnered if so...

By James Bourne, 01 October 2019, 0 comments. Categories: Attribution, Social Media Marketing.

CMOs lacking confidence in their abilities but they deserve a boardroom seat, report argues

You’ve heard of the concept of ‘impostor syndrome’ – but does that feeling still pervade when you get to the highest echelons of your profession?

According to a new study from Deloitte, CMOs periodically suffer from a crisis of confidence – although the good news is that the C-suite has plenty of faith in their abilities.

The report, which surveyed 575 C-suite...

By James Bourne, 19 September 2019, 0 comments. Categories: Attribution, Best Practice, CMO, Customer Experience.

SocialPubli: On the importance of micro-influencers and getting influencer marketing into a wider campaign

What do you think of when you hear the term ‘influencer’, or ‘influencer marketing’? The chances are that it’s someone who is either famous for being famous, or a bona fide famous person making a killing from some soulless shilling. Either way, you may wonder: just how are they getting the ROI from this?

At DMWF Global in London back in May, accounting software provider Sage made an interesting point. Could you...

By James Bourne, 18 September 2019, 0 comments. Categories: Advertising, Campaigns, Influencer Marketing, Social Media Marketing.

Brands and influencers still at loggerheads over campaign control – but progress is being made

How much influence should an influencer have over the material they push? A new study from Takumi has found that half of marketers polled want complete control over influencers’ marketing posts.

The report (pdf, email required), which polled a mix of more than 4,000 consumers, marketers and influencers across the UK, US and Germany, found...

By James Bourne, 18 September 2019, 0 comments. Categories: Branding, Content Marketing, Influencer Marketing, Social Media Marketing.

Social media users say they can spot fake news – but is their confidence misplaced?

Are you confident when it comes to spotting fake news? According to a new study, almost everyone is – and this confidence means they have no problems in changing their social media activity as the 2020 elections loom.

Data from B2B marketing and research firm Clutch has found that 97% of the more than 500 US-based social media users polled said they were confident in their ability to recognise fake news on social media.

By James Bourne, 09 September 2019, 0 comments. Categories: Attribution, Content Marketing, Social Media Marketing.

How Talkwalker is aiming to take social listening to the next level

The marketing landscape today is one where data gathering and customer experience continues to increase at an exponential rate. Brands don’t want the fear of missing out on a good customer review, or a positive mention, or even genuine advice on how to improve their offerings.

In the social Wild West however, finding the golden four-leaf clover amid the field of ill-use and irrelevance is...

By James Bourne, 05 September 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Social Media Marketing.

Deepfakes and distortions, scare tactics and suppression: NYU report examines social and the 2020 US elections

A new report from the NYU Stern Center for Business and Human Rights has explored the various forms of disinformation which could predicate the 2020 US presidential election – and how social media companies need to react to it.

Allegations around interference from Russia in the 2016 elections continue to be prevalent. As the Mueller report put it – and as reported by CNN – Russian hackers compromised local election systems...

By James Bourne, 04 September 2019, 0 comments. Categories: Attribution, Content Marketing, Influencer Marketing, Social Media Marketing.

VRJAM and Agora partnership aims to provide sleek - and sustainable - VR event experience

The events industry in the UK is worth somewhere in the £40 billion area today. 2014 figures from BVEP put it just below that figure, while an AV Technology piece from last year spiked it at £42.3bn. 

This includes everything from the events themselves to travel costs - many readers will understand the 'on the road' mentality that comes with frequent executive...

By James Bourne, 26 August 2019, 0 comments. Categories: Customer Experience, Mobile Marketing, Video & Audio Marketing, Wearables.

Facebook aims to assuage user trust concerns with Off-Facebook Activity tool

Facebook is giving its users more guidance on data it holds on apps and websites interacting with the social giant.

The company is launching Off-Facebook Activity, which aims to ‘help shed more light on practices that are common yet not always well understood’, in the words of Erin Egan, Facebook chief privacy officer for policy and David Baser, director of product management.

By James Bourne, 21 August 2019, 0 comments. Categories: Advertising Technology, Data-driven marketing, Social Media Marketing.

Beware of shiny new candy: R3 principal Greg Paull on shaping the future of martech

For many marketing professionals, the opportunity to get to grips with new technology is like being a child in a candy store.

So many choices, so much opportunity. Yet there is always a caveat. The need for speed may be important, but so is getting things right. Experimentation is fruitful, but do not work with technology for technology’s sake.

Luckily, help may be at hand. R3 is a global...

By James Bourne, 19 August 2019, 0 comments. Categories: Advertising Technology, CMO, Customer Experience, Data-driven marketing.

Fashion retailers have multi-channel elements in place – but need to accelerate to omnichannel

Omnichannel may be the buzzword du jour right now when it comes to retail – but like many of these here-today terms there is often more than a kernel of truth. Where omnichannel differs from multi-channel is through its threading. A multi-channel retailer may have distinct presences both in its website, on social media as well as its physical store – but omnichannel truly links them together for a seamless customer experience.

By James Bourne, 13 August 2019, 0 comments. Categories: Advertising, Branding, Commerce, Customer Experience, E-Commerce, M-Commerce.

Zero likes given: Kahlua’s latest campaign was true to its roots – but portrayed a serious message

Last month, a curious exhibition took place in New York. The photographs showcased would have, by conventional standards, led to the exhibition being a complete dud.

Yet this pop-up showcase, put together by liqueur brand Kahlua and actress Jackie Cruz, proffered to showcase a different form of creativity. The pictures (below) had been uploaded to the ether of Instagram but had not received a single like between them.

By James Bourne, 02 August 2019, 0 comments. Categories: Branding, Influencer Marketing, Social Media Marketing, Web Analytics.

'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.