Sitel exec offers insights as to how brands can maximise World Cup fever

With the World Cup fast approaching, plenty of campaigns will be launched to try and shoehorn a reference to football’s biggest extravaganza in an attempt to get more views.

Most of these, naturally, will be irrelevant from companies who should know better. Yet Guy Tweedale, SVP EMEA sales at outsourcing customer care provider Sitel, has come up with a list of tips for brands to achieve better customer satisfaction during the four week tournament.

Brands need to put mobile at centre stage, according to...

By James Bourne, 16 May 2014, 0 comments. Categories: Campaigns.

Global retailers lambasted for ‘immature’ social media efforts

The vast majority of global retailers aren’t doing enough when it comes to converting social media and marketing into sales, according to a report from social commerce provider Buyapowa.

The report ranked 100 retailers and found that Tesco came out on top in terms of its social maturity, ahead of Falabella, Nordstrom, Lowe’s and JCPenney. Notable companies which didn’t place as well include Walmart (#10), Amazon (#15), IKEA (#37) and Apple (#54).

Each retailer was ranked based on how many...

By James Bourne, 14 May 2014, 0 comments. Categories: Campaigns, Social Media Marketing.

Pets at Home utilises crowdsourcing for poignant ad campaign

This is one of MarketingTech’s favourite campaigns so far this year. Pet food supplies provider Pets at Home has used real interactions between pets and their owners for a new video campaign, which was debuted over the weekend.

Under the hashtag #mypetmoments, users were invited to send in their best, brightest and cutest videos starring their pets, with the usual dog and cat vids supplanted by proud owners of rabbits, hamsters, and even a duck.

According to Krow, the agency which put the campaign together, the...

By James Bourne, 13 May 2014, 0 comments. Categories: Publishing, Video & Audio Marketing.

Mobile is main priority for marketers in 2014, research finds

Research conducted by mobile analytics firm Netbiscuits and Brand Republic has revealed that seven in 10 marketers use mobile and see it as ‘integral’ to their multichannel branding.

The report, entitled ‘Getting Mobile Right: Using Analytics to Create Insight-Driven, Personalised Experiences’, showed that even though the majority of marketers were using mobile, a smaller number had specific goals from mobile.

Just over half (51.97%) of the 5000 respondents across 10 countries said...

By James Bourne, 12 May 2014, 0 comments. Categories: Data-driven marketing.

Adpoints unleashes mobile offering, aims for TV by end of year

Ad incentivisation provider Adpoints, best known for its partnership with Nectar, has launched a mobile version of its product, meaning customers can now get Nectar points by viewing adverts on their smartphones or tablets.

The move comes amidst a huge growth in mobile advertising revenues in the UK, with recent figures from the Internet Advertising Bureau (IAB) confirming mobile ad spend had broken the £1bn mark in 2013, from £529m in 2012, now accounting 16% of overall digital ad spend.

Adpoints...

By James Bourne, 08 May 2014, 0 comments. Categories: Advertising.

LinkedIn turns 11, but is it a happy birthday?

On Monday, everyone’s favourite business-oriented social network LinkedIn turned 11. Boasting 277 million users, a net income of $26m in 2013, and one of the most successful tech IPOs in 2011, things have been continually rosy for chairman Reid Hoffman and CEO Jeff Weiner.

But should LinkedIn be celebrating its 11th birthday?

One look at the most recent balance sheet suggests otherwise. On May 1 LinkedIn published financial results of a $13.4m net loss in the first quarter, compared to $22.6m in the...

By James Bourne, 07 May 2014, 0 comments. Categories: Social Media Marketing.

John Lewis named most ‘collaborative’ UK brand, survey shows

Research published today by domain .wiki has revealed that John Lewis is the most collaborative UK internet brand, ahead of Google, Apple and Marks & Spencer.

The news comes amidst John Lewis’ 150th birthday celebrations, and found that half of consumers believe there is ‘little to no opportunity’ for interaction with their favourite brands.

The survey, conducted by .wiki in conjunction with YouGov, took the opinions of 2,455 UK adults and 1,220 US adults – and didn’t come to...

By James Bourne, 06 May 2014, 0 comments. Categories: Advertising Technology, Campaigns, Publishing.

Simon’s Cat: On social media, engagement and the importance of the story

Feature When Simon Tofield first started creating videos about a charming, yet mischievous cat, it was simply to teach himself a computer program.

Six years on, with book deals, syndications and millions of fans under his belt, he explains that he never expected the success Simon’s Cat has brought him.

“I had no idea it would ever really touch as many people as it has,” he tells MarketingTech. “I think the main reason it has done is because there’s a lot of cat fans out there and the...

Forrester analyst claims Instagram is “the king of social engagement”

A post from Forrester Research analyst Nate Elliott has revealed that Instagram is by far the most engaging network for social content.

The conclusion has been drawn after a research study of over three million user interactions with 2500 brand posts on the main social networks.

Elliott found that for one particular Red Bull post, Instagram results – 36,000 likes from 1.2m followers at a 3% likes per follower ratio – smashed Facebook – 2,600 likes from 43m followers at a 0.006% likes per...

By James Bourne, 30 April 2014, 0 comments. Categories: Social Media Marketing.

New study shows brand opinion suffers when ads are in “flashy” format

A new study from Adblock Plus, in conjunction with media technology firm Sticky, has revealed that there is no discernible change in viewer perception if banner adverts are static or animated.

The report, which was based in both Germany and the US and combined eye tracking software with survey results of 1200 respondents, found that static ads were seen by 66% of those polled, compared with 64% who saw animated, or ‘flashy’ ads. In all, the stats for the two were pretty similar. Time spent on both...

By James Bourne, 29 April 2014, 0 comments. Categories: Campaigns.

BrewDog boss “couldn't give a sh*t” about Portman Group beer ruling

The co-founder of independent brewer BrewDog, James Watt, has released a ‘formal apology’ to the Portman Group claiming he “couldn't give a shit” about a ruling that its Dead Pony Club beer encourages anti-social behaviour and rapid drinking.

In a ruling published yesterday, the Independent Complaints Panel (ICP) was particularly concerned about the labelling on the 3.8% ABV beer, which includes phrases such as ‘drink fast, live fast’ and ‘we believe faster is...

By James Bourne, 29 April 2014, 0 comments. Categories: Advertising Technology, Campaigns.

Marketing budgets at record jump, according to IPA Bellwether Report

The latest edition of the IPA Bellwether Report, the quarterly document of marketing budgets published by Markit Economics on behalf of the IPA, has revealed that marketing budgets have seen their biggest increase in 14 years.

The report is certainly one of the more positive to hit the stands, according to the IPA – and the figures certainly show why.

A net balance of 20.4% of companies registered an increase in budgets during Q114, ahead of Q413’s number of 11%. This number smashes the survey...

By James Bourne, 17 April 2014, 0 comments. Categories: Advertising, Commerce.

Adpoints CEO Martin Pugh: Trying to solve brand ad avoidance

It’s something of a misnomer to say that ad avoidance is a digital issue, with generations of TV watchers leaving the room like clockwork to make a cup of tea when the ad break arrived.

This is something of a tradition in the UK, but it’s actually not a myth – famously, the National Grid reported a power surge during the ad break of British soap opera Coronation Street because of several million people all boiling kettles and opening fridge doors at the same time, in what is

By James Bourne, 16 April 2014, 0 comments. Categories: Advertising, Campaigns.

Why we shouldn’t be surprised Honda makes the most viral car ads

Analysis Japanese car manufacturer Honda has hit first and second place in terms of the top 10 most viewed car adverts in the UK since 2010, according to figures published by video analytics provider Visible Measures.

Colour us at MarketingTech as less than surprised. Infact, if the story had to be delivered in a Buzz Feed-styled headline, it would be: “You Won’t Believe Which Car Manufacturer Creates The Most Viral Ads...Oh Wait, Yes You Will.” So why would this be?

Looking at the figures only goes to prove that the biggest...

By James Bourne, 15 April 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns.

Rachel’s Organic gets mobile responsive site design

Aberystwyth-based organic food provider Rachel’s Organic has announced the launch of a mobile responsive site, led by creative agency Haygarth.

The food stockist, arguably best known for its range of yoghurts, was Britain’s first organic dairy and has products stocked in supermarkets nationwide.

And after Haygarth redesigned the Rachel’s Organic website two years ago, this represents a natural step forward for the company.

“It’s no secret that more and more consumers are...

By James Bourne, 14 April 2014, 0 comments. Categories: Advertising Technology, Campaigns.

CISAC’s Eric Baptiste: Why intellectual property is a universal, human rights concept

The issue of intellectual property for creative artists in the YouTube, Spotify-oriented age has never been more pronounced.

Radiohead musician Thom Yorke has publicly denounced the Sweden-based streaming service. The quote that Spotify was ‘the last desperate fart of a dying corpse’ predictably got the headlines, but the message was clear. “I feel like as musicians we need to fight the Spotify thing,” he told Mexican website Sopitas

By James Bourne, 11 April 2014, 0 comments. Categories: Advertising Technology, Publishing.

AA, Google and Johnson’s Baby score strongly in UK’s most trusted brands

The AA has been named as the most trusted brand among British consumers, according to a new survey released by agency Rainey Kelly Campbell Roalfe/Y&R (RKCR/Y&R).

The research, of over 3000 people in the UK, was conducted using the company’s BrandAsset Valuator technology.

The automotive club – whose ads famously used to claim that their workers were ‘Britain’s fourth emergency service’ – came out on top ahead of the Post Office, Boots, Google and Johnson’s...

By James Bourne, 10 April 2014, 0 comments. Categories: Advertising Technology, Campaigns, Publishing.

Santander awarded LatAm ‘record breaking brand’ gong for football campaign

Santander Group has taken the ‘Record Breaking Brand’ award by Guinness World Records at its Global Festival of Media in Rome following a successful football-based campaign.

The bank put together an integrated campaign in Latin America in order to find the most passionate and knowledgeable football fan, which attracted over 1.1 million players and set a record for the largest sports trivia competition. The winner of the competition was 27 year old Luzinei Neves from Brazil.

As a result, Santander...

By James Bourne, 09 April 2014, 0 comments. Categories: Advertising Technology, Campaigns.

Microsoft pens deal with Entertainment One UK for film promotion

Microsoft Advertising has announced a year-long strategic partnership with Entertainment One UK (eOne UK) to deliver new film launches across the Microsoft platform ecosystem.

The films will be promoted by eOne UK on MSN, Skype, Windows 8 and Xbox, with Microsoft Advertising’s in-house team creating content-led ads which fit in to the ecosystem. For their part, eOne UK will use Microsoft data to identify specific verticals to target ads for certain films.

Films included in the partnership include The...

By James Bourne, 07 April 2014, 0 comments. Categories: Advertising, Campaigns.

Less than half of SMEs are investing to improve their web presence

Research released today by Browser media has revealed that while the majority of smaller businesses acknowledge their website is critical to their business, less than half have any budget to improve their online presence.

The research, which spoke to 188 SME owners and managers at The Business Show in December, found that 79% of SMEs said their website was “critical or very important”. However only a quarter (28%) of respondents said they were happy with their company’s SEO ranking on...

By James Bourne, 03 April 2014, 0 comments.