New report assesses content marketing best practices and why “age of infographics is dying”
Content, content, content; it’s the mantra which every marketing team worth its salt today lives by. Yet focusing on quality over quantity should be the defining factor, according to a new study released by B2B analyst firm Clutch.
Almost 80% of the 300 survey respondents in the report agreed that increasing their company’s online visibility is the main goal of content marketing campaigns compared to the rest who prioritised lead generation. But how much is too much before you...
JC Oliver: On ‘disruptive permission’ and changing the face of advertising
“No-one needs more advertising,” Jonathan 'JC' Oliver, chief creative officer at Unlockd, explains. “There’s a lot of shit advertising in this world, and for whatever reason, businesses feel like because the inventory is there to push ads, the more we put into the system, the more we’re going to get out – and that’s not the case.”
This was, in essence, the opening to Oliver’s speech at the NOAH Conference in London last November. Since then – in...
Salesforce launches extra-strong AI-flavoured Service Cloud Einstein
Salesforce has announced the unveiling of Service Cloud Einstein, a new customer service platform which includes a beefed-up AI engine and aims to add intelligence ‘to every service interaction’.
The platform, which is a mix of the firm's current Einstein AI tool and Service Cloud, will be fully connected to CRM data across sales, commerce, and marketing departments, and offers a variety of features. Einstein Supervisor is a mix of...
Number of marketers who understand consumer mobile usage ‘underwhelming’
The number of marketing executives who understand the importance of keeping pace with consumer levels of mobile engagement is ‘underwhelming’, according to a new report from MobileBridge.
The report, which surveyed more than 50 professionals in the EMEA and US, argued marketing teams have a ‘rich opportunity’ to integrate ‘beyond push messages’ and create greater integration with consumers. Key initiatives for respondents in their road to digital...
Google replaces Apple as world’s most valuable brand with Lego most ‘powerful’
It has been a bunfight between these two tech behemoths over the past few years, but now Google has replaced Apple as the world’s most valuable brand with a value of $109.5 billion (£83.8bn), according to a new report from Brand Finance.
The report, the annual Global 500, also evaluates a variety of factors, from marketing investment, to familiarity, to corporate reputation, to work out the most ‘powerful’ brand beyond brass tacks, ranking Lego as the...
Research argues how brands can benefit through subtitling adverts
You’ve put together what looks like a knockout campaign; the creative has been done to perfection, the budget is all on side, the analytics have been mined for the best possible reach. Wouldn’t it be a shame if all that hard work was undermined because people viewed the advert with the sound off?
The issue of how to get consumers to connect with advertising has been one marketing teams have faced since time immemorial. Yet a new piece of research from AdColony –...
Ad blocking will nurture greater creativity among marketers, CIM argues
Will ad blocking be a boon or a burden for marketers? It’s a question which has fuelled many an industry event and roundtable over the past 12 months – and this publication has weighed in with its fair share too – but a new study from the Chartered Institute of Marketing (CIM) aims to give a more definitive answer.
The study, which was in partnership with YouGov and comprised...
DataSift partners with LinkedIn to take marketer insights to the next level through AI
Data marketing firm DataSift has announced it is to join forces with LinkedIn to provide greater insights into the Microsoft-owned B2B network for marketers.
The company, which describes itself as a ‘human data intelligence’ provider, is unveiling PYLON for LinkedIn Engagement Insights, which gives users various methods of increasing their engagement, from discovering new audiences for brands and products, to benchmarking, and learning which content works best with...
Vine loops its last as service closes to move into Vine Camera
The ephemeral world of social media rumbles on: today represents the last day that social media video platform Vine remains a standalone app before being folded into a wider part of Twitter.
The news has been coming since January 4 when Vine tweeted that its app will become the Vine Camera on January 17. At the time of publication, videos can still be viewed and downloaded. Not surprisingly, the most popular videos on the left-hand column...
Salesforce becoming ever more valuable for marketers – but data integration still a problem
Two in three UK companies say Salesforce is more valuable to them today than this time last year, according to a report from Bluewolf.
Bluewolf – an IBM company but also a Salesforce strategic partner – issued its global State of Salesforce study, which this publication duly covered back in September. Yet the company’s latest missive shows UK...
HCL Technologies CMO Matt Preschern: On content marketing and keeping the C-suite sweet
Seth Godin, in his acclaimed 2003 book Purple Cow, succinctly described the biggest issue marketing departments around the world face. If an audience doesn’t have the money to buy what you’re selling, you have no market. If an audience has no time to appreciate your pitch, you’re invisible. And if they do have time but decide they don’t want it, you’re in even more trouble.
The book may be approaching its teenage years, but the situation today is more...
DueDil takes aim at LinkedIn with latest social selling release
B2B lead generation software provider DueDil is launching DueDil Connect to further integrate company’s networks and ease the selling process – and it has LinkedIn in its sights.
With Connect, users can map their contact network across a pool of public profiles, giving teams visibility on who to contact in an organisation, by whom, and whether it will be a warm introduction or a cold call. “It’s been my dream,” DueDil CEO Damian Kimmelman tells MarketingTech....
Brand errors on mobile: How to learn from the millennial experience
A study from mobile-focused agency Ampersand Mobile has revealed almost half of consumers surveyed have been given a poor mobile experience by brands, with one in three either being irritated or moving elsewhere as a result.
The survey, which polled more than 2,000 UK adults, argues brands should not simply provide a ‘tick box’ approach to mobile, with the need more pressing than ever given the continued proliferation of millennials in the workforce.
To demonstrate this...
IPG Mediabrands acquires Mubaloo for greater mobile marketing experience
Global media firm IPG Mediabrands has acquired enterprise app development house Mubaloo to improve its mobile experience and bolster its UK presence.
The deal, which has been completed for “around a week or two”, will see Mubaloo housed in IPG’s Ansible mobile agency arm. IPG sees its four main digital service areas as programmatic, search, social, and mobile, and while the agency giant has managed to grow some of these areas organically in its business, it has...
Twitter expanding from 140 characters: Why it won’t solve the growth problem
It has practically been an unmissable story: Twitter is set to expand its offering to more than 140 characters per tweet. To what exactly, nobody is sure. Re/code, who originally reported the story in September but came back to it on January 5, believe it is 10,000 characters, the current amount users are allowed per direct message.
Jack Dorsey, Twitter CEO and co-founder, posted a missive on January 6 which was low on specifics but high on intent. “We’ve...
Dulux adds content marketing touch to latest AR campaign
Manchester United and HCL Technologies partner for ‘digital transformation’
Picture credit: MarketingTech
Manchester United has announced a 'digital transformation' partnership with HCL Technologies to analyse and enhance the relationship with the club's 650 million strong global fanbase.
The two organisations will create a United Xperience innovation lab, housed within United's Old Trafford stadium, which will essentially become an incubation pod for creating a unified fan experience and increasing engagement through building digital platforms.
HCL already has six similar hubs in...
Exploring the Coca-Cola brand – and why it continues to be irreplaceable for consumers
Coca-Cola is undoubtedly one of the world’s most valuable brands. Even if it isn’t the most valuable anymore – its 13 year stretch at the top of Interbrand’s list was broken by Apple in 2013 – the brand continues to carry tremendous weight, as new research from market research insight provider Instantly reveals.
According to the figures, almost half (48%) of UK...
Why we should be careful in how we assess mobile marketing today
(Image Credit: iStockPhoto/NorthernStock)
As mobile marketing matures, we should take care in how we define it, progressing from using mobile as just a conduit for delivering brand messages to concentrating on the app experience.
That's the view of Tom Farrell, senior marketing director at mobile marketing automation provider Swrve. The company has just announced record breaking quarter figures, shifting global...