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Long live multi-touch attribution: Why last click delivers ineffective measurement

(Flickr/Chris Potter)

(Flickr/Chris Potter)

Attribution isn’t new. It has been an untapped area of digital marketing for a long time without a generic model for measurement. Last click or first click attribution have previously been the chosen methods for measuring marketing campaigns. However, as the number of devices and channels consumers use increase, an industry standard for attribution has never been more important. The industry requires a more holistic view of the purchase journey to understand the route to conversion.

It takes six to eight touches to convert a sale, according to Salesforce. To understand which channels and campaigns are delivering success for brands, all touchpoints the customer interacts with before converting, must be taken into account. If your attribution model doesn’t include all touchpoints, you could risk falling behind the curve and losing out to your competitors, and ultimately reduce revenue.

The Daily Poke: Sexting sells

Sexting sellsBrook Shields, Kate Moss, Marky Mark – Calvin Klein has never been one to shy away from sexuality in their ads. But for autumn winter 2015, the jeans brand has updated the idea that sex sells, with a campaign all around sexting.

How to boost your online content in five easy steps

WEB_Flickr_Dennis_Skley_internet_webContent has quickly proven itself a vital part of the marketing mix. People now expect brands to have something to say, not just something to sell, and if you want to rank highly with Google you need to be pushing it out there. But creating content can be a daunting prospect, so here are five tricks of the trade to help you get started.

1. Be useful

While the big-splash campaigns or news stories are always a thrill, the posts that pull people in over long periods of time are often the hard-working ‘hub’ pieces. Whether you’re a beauty company or a data systems provider, think about how-to guides, top tips and advice articles that’ll stay relevant for your audience long term and help build the links and user data signals that Google rewards.

How mobile ads appeal to consumers

Location-based mobile ads: how do you get it right?Following Millennial Media’s first deep dive into its What’s My Worth? study, which aims to understand the value exchange consumers have with advertisers on mobile, Stephen Jenkins, global vice-president of marketing & communications, EMEA, looks at how ads appeal to mobile users, and the specific actions it pushes them to.

Beyond the click

Of those that clicked on a mobile ad (62% of 4,018 consumers polled), more than a third were prompted to specific action on their smartphone (35%) or tablet (38%). The four most popular actions beyond the initial ad engagement can be seen in the chart below.

Vlog: Absolut Vodka and Somethin’ Else on gamification

WEB_Absolut_Silverpoint_appRick Bennett-Baggs, senior brand manager at Absolut Vodka UK, and Michelle Feuerlicht, executive producer at content agency Somethin’ Else, spoke to The Wall about the alcohol brand’s Silverpoint campaign, more specifically its digital focus – a gaming app, which allowed users to involve themselves in the world of artist Andy Warhol in both digital and real-world experiences.

To give some context to the Silverpoint app, which launched in April, Bennett-Baggs explained the campaign behind it: “Absolut has a long legacy of collaborating with iconic artists, and you don’t get much bigger than Warhol who painted the brand’s bottle in 1986. Last year we released our Absolut Warhol limited-edition bottle and Silverpoint was the big campaign within that.

How to adapt to disruptive emerging trends in e-commerce


E-commerce is continuing to grow, evolve and disrupt. The IMRG Capgemini e-Retail Sales Index forecasts a 12% growth in online sales, totalling an estimated £116bn by the end of 2015. Significantly, British people are the most frequent online shoppers in Europe.

In recent years, the e-commerce market has been volatile, fluid and unpredictable. The rise of mobile device usage has disrupted the retail sector by blurring established patterns of purchasing behaviour. Having first been confronted by showrooming (the concept of window shopping in stores but buying online), the industry is grappling with the reverse process, webrooming, which Forrester valuated at $1,200 billion in the US in 2012, growing to $1,800 billion in 2017.

Retailers, therefore, need to adopt effective and agile new strategies to seize new opportunities.

Digital campaigns to watch: Vodafone, Doritos and Very

WEB_Vodafone_Guardian_LabsBrands are realising that an effective content campaign isn’t just about working harder – it’s about working smarter too. This month, Vodafone, Doritos and have all used existing principles like media partnerships, user-generated content and embedded ads, to come up with something refreshingly unique.

Vodafone and Guardian Labs’ ‘Alternative Europe’

Vodafone and Guardian Labs’ partnership takes customers on an ‘Alternative Europe’ tour. The new content portal, hosted on the Guardian website, focusses on five lesser-known European destinations: Turin, Lyon, Gothenburg, Leipzig and Ghent. The campaign capitalises on budding travellers’ eagerness to share posts, including tips and photos of their destinations. The Guardian will produce weekly editorial pieces focussing on each city, featuring Spotify playlists created by local musicians, adding a further social element.

Mobile ad attitudes explained

WEB_mobile_gamingFollowing the recent launch of Millennial Media’s What’s My Worth? study – which polled more than 4,000 consumers across France, Germany, the UK and US – Stephen Jenkins, global vice-president marketing & communications, EMEA, breaks down the results and what they mean for advertisers.

Seeking to understand the value exchange consumers have with advertisers on mobile, the research asked how much advertising is acceptable, what experiences are most engaging and what do audiences believe their time and attention is worth. Here we take a look at ad attitudes and what consumers think of mobile advertising.

The Daily Poke: Read it and wipe

Read it and wipeIn order to give their customers a deeper connection with their deep clean wipes, Neutrogena Brazil recently gave away free samples with Caras magazine. Not so special we hear you say? And we’d agree, but readers were then able to get hands-on and wipe off the make-up from the cover star’s face.

It’s a smart sampling stunt from the skincare and cosmetics brand. But it also plays to the longstanding insight that consumers are much more likely to make a purchase, when they have a direct connection with a product.

And it’s always nice to see print advertising getting a bit of a makeover. See what we did there?


Infographic: Back-to-school campaigns


Back-to-school campaigns by retailers may be a constant irritation to schoolchildren watching the holiday clock tick down to zero but for retailers, they’re a critical point in the year.

These campaigns focus on getting customers – the parents – into physical stores, the idea being that once they’re in they’ll buy as much of the equipment their children need that they can in. For that reason, increasing foot traffic is the goal of 64% of back-to-school campaigns – a rate that is four times greater than for a normal campaign.