Donal Kane, head of product at Axonix – Telefonica’s mobile ad business – explains why Facebook’s anticipated Q2 earnings reveals the brand’s continued focus on driving revenues and growth around mobile engagement.
It’s evidently a lucrative approach. Its last set of results saw income from mobile advertising nudge nearly three quarters of its total revenue and research elsewhere shows that mobile ad spend is set to exceed $100bn worldwide by 2016.
The Wall had the chance to speak to Ambarish Mitra, chief executive of mobile augmented reality tech app Blippar, about the future possibilities for brands working with the company.
In the past 12 months, Blippar has worked with a number of brand heavyweights on home soil including Heineken on its latest sustainability campaign called Legendary 7, insurance company LV=, which created interactive flyers giving users the chance to see a 3D house pop up on their screens, and a 3D game accessed via ‘Christmas Cash’ scratchcards from National Lottery operator Camelot.
And only last month the Rugby World Cup 2015 revealed it would be working with Blippar to allow fans to unlock exclusive content with England 2015 ambassadors Jonny Wilkinson, Lawrence Dallaglio and Will Greenwood via their tickets.
Features will include previewing matches before attending, a 360-degree view of the stadium they are going to, and from August, a view from their seat and navigational tools to help them get to the match.
Corporate marketing has finally reached the video age. Everyone, it seems, is either streaming video content or believing that some time soon they really should be. In 2013, a Nielson study revealed that almost two thirds of brand marketers (64%) expect video to become the central plank of their marketing strategies in the years to come. Cisco predicts that, by 2017, video will account for more than 69% of all consumer internet traffic. And with YouTube already attracting more than a billion users every month, it’s hard to disagree.
It’s therefore no surprise that video has gone beyond a ‘stream’ of consciousness, it’s now emphatically embedded at the centre of corporate marketing. But the ways in which many organisations are set up to optimise it are inefficient and unwieldy. What’s more, they fail to unlock the true value of video and limit the significant ROI that investment in high quality rich media can deliver.
Provenance is increasingly more important than price for food and drink brands. We know consumers pay a premium for authenticity and transparency, with phrases such as ‘made in’, ‘made by’ and ‘made since’ becoming shorthand for quality, heritage, and a sustainable ethos.
And French supermarket chain Systeme U recently lifted the lid on the origins on where their pork, chicken, apples, and even yoghurts come from.
The last month has seen the rise of the ‘buy’ button, signalling that the face of online retail has changed significantly. Facebook, Google and Pinterest have all begun testing new e-commerce features that are set to make the most of the ‘I want it now’ economy. However, each new button offers a different consumer experience – so what are brands buying with ‘Buy It Now’?
Facebook ‘Shop’ pages
Facebook actually introduced its ‘Buy It Now’ button last year, but earlier this month announced that it will be introducing it to new ‘Shop’ pages – a wholly unique and premium offering.
In the previous post we explored two trends around fashion e-commerce. On top of the rise in investor confidence and smart technologies enhancing virtual fitting, the following three trends further validate the progress in fashion e-commerce.
3. Online shopping as a social activity
Thanks to new technologies, online shopping is turning into a social activity too: consumers have plenty of tools to connect with their peers and get instant advice, whether that’s from online customer reviews, visual consumer-generated content (CGC), or even Q&A support where answers are provided by consumers and not just the brand.
A report published earlier this month by security firm Symantec states that the number of spam emails received by consumers has fallen to a 12-year low. This announcement strikes a chord with many email marketers who may now be considering the impact this decline will have on the effectiveness of their campaigns in the future. Will the decline in spam now allow email marketing to reach its full potential?
Spam has long been seen as the bane of internet professionals and marketers alike. Sending unwarranted emails into the inboxes of millions of internet users regardless of their age, gender or any other demographic – let alone what they are actually interested in. The consequences of spammers unloading millions of emails into inboxes worldwide is that people are less likely to open an email which is not personal to them.
As kids we’re told it’ll help our bones grow strong. While as adults a splash in your cuppa or a few glugs over your cornflakes is probably as far as your relationship with the white stuff goes.
It’s probably time milk had a makeover. And over in Amsterdam, the MelkSalon pop-up is trying to shift our preconceptions with new brand Fairlife.
Content management systems (CMS) like WordPress, Drupal and Joomla have been hailed as the future (and present) of websites and SEO. They’re easy to build and optimise and popular because they don’t require the same coding expertise as HTML; anyone can create an attractive, simple and functional website.
When it comes to optimising WordPress sites, there are some great plugins out there – like Yoast and All In One. That said – and the crux of this blog – to get the most out SEO plugins you still need to know the basics of web layout and optimisation.
Less than a decade ago, brands were limited to print, radio and TV to connect with target markets, relying on tools like Nielsen to determine reach and demographic fit. Yet there was no good way to know which channels and messages drove the bottom line. Nowadays there are more tools and technologies available to marketers than ever before, so it’s crucial to embrace A/B testing and ensure the creative is just as effective as the marketing technology.
A/B testing, also called split testing, pits two different versions of the same piece of creative (whether that’s a web page, email or lead generation form) against each other to measure effectiveness. By testing them in parallel, you can isolate changes to see the impact, and build on those for high-performing campaigns.