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, 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, 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.

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.