Latest Posts

Does your marketing data speak the same language as your business?

Tape measure by Randen PedersonMeasuring marketing performance has never been more important, yet many marketers only review results once a campaign has ended, rather than evaluating throughout. As a result, it can be easy for marketers to become sidetracked and miss valuable, actionable insights. Given today’s advanced analytic tools, it is possible to quantify marketing performance as part of an ongoing process to ensure any activity aligns with your business objectives.

Seven out of ten (70%) marketers report that their marketing efforts are under greater scrutiny than they were in the past. Challenged to align marketing strategies with the objectives of the business as a whole, they need to prove that campaigns are delivering consistent results against specific goals. At the same time, they need to ensure that the organisation is willing and able to take action on the insights being generated by marketing measurement, so that resources can be focused on strategies that deliver the best returns for the business

To meet these challenges, marketers need to put in place a robust goal-based measurement framework. By implementing the following five steps in the planning stages of a campaign, marketers can ensure they are utilising resources effectively and providing the optimum ROI for their brand: Read More »

Hottest virals: World’s toughest job, plus kids react to Walkmans

Screen Shot 2014-04-17 at 09.50.58

The Pillion Trust is a small, frontline charity tackling poverty in London and their ingenious “Fuck The Poor?”hidden camera video is a controversial and thought-provoking social experiment which challenges our attitude to inequality.

 

Read More »

Viewability in focus – a workable model

Magnifying glass by Theen Moy:FlickrThe topic of viewability shouldn’t be a new one to most digital advertisers – after all, what could be more essential than ensuring that a consumer had the opportunity to actually view an ad – but this week’s announcement by the IAB of viewability standards for display advertising is a major step forward for the industry.

Measurability has long been cited as one of the key strengths of digital advertising, but until recently, technology has been unable or unreliable in helping advertisers understand if their ads are actually seen. Multiple factors impact ad viewability – from ad unit positioning, to page load times, to outright fraudulent practices – and the industry has come a long way in terms of providing more transparency and accountability around impressions. Read More »

Having a bad day? Evian’s Amazing Baby is here to help

There’s a super-baby within us all, according to Evian, and the brand wants us to set them free. The brand is encouraging their Twitter fans to let go of their problems and let their inner babies out to play.

Evian is asking its Twitter followers to submit their dilemmas to the hashtag #AmazingBabyRescueMe, where the Amazing Baby character will endeavour to provide fun tweets, Vines, and illustrations to cheer up the troubled participants.

Read More »

Thou shall tweet: What the Pope can teach you about Twitter

Pope France, Catholic ChurchPope Francis, the leader of the Roman Catholic Church, may not be the most obvious Twitter icon, but since his election in March 2013 he has surprised many by embracing social media as a valuable tool to communicate with his global congregation.

With more than 12 million followers, Pope Francis has been named the most influential world leader on Twitter, so we decided to delve deeper into what makes his tweets so popular and offer some pointers from the Pontiff. Read More »

What’s app-ening in emerging markets?

The Apple iPhone 5The app and device battlegrounds are rife with established players and newbies fighting it out to provide the emerging markets with new handsets, alternative app stores and fresh mobile content. New moves include Nokia’s alliance with Android with new releases including the Nokia X, Apple covertly re-releasing the iPhone 4 in India and Samsung set to launch the Galaxy S5 in the UAE.

However, none of the major mobile players have quite cracked the code to success in emerging markets. Competing factors include price point, brand popularity, localised content and viable payment options, but no one has yet found the winning combination. Read More »

Singaporean super-brand “Ah Boys to Men” shows how to market the army

m_ah-boys-to-menWhen the first Singaporean armed forces coming of age film “Ah Boys To Men” hit the cinemas and was instantly a monster success it genuinely resonated with Singaporeans. The film had such a fundamental effect that it really made a difference to the way Singaporeans felt about their armed forces in a very positive way. It also created a Singaporean super brand franchise.

 

 

 

Read More »

What’s in your cloud?

Clouds by leolintang“If I had 189 companies in my data centre and only knew whom 30 were, I would be fired. Why are my websites or mobile apps any different?”

That is a direct quote from a senior technology architect of one of the largest online retailers in the world. What is he talking about? He’s talking about a new business practice: Marketing Cloud Management.

Several years ago, companies ran their websites with a site analytics tool, a content management partner, and maybe a couple of ad technologies. Today, they are reliant on hundreds of technologies to power their online customer experience across many devices, geographies and platforms. In other words, you no longer have a website, you have a marketing cloud. Read More »

Don’t panic! Advertisers will be minimally affected by Google query encryption

Google has launched enhanced campaigns, what does it meanThis week Google announced another shift towards more secure searches. Starting immediately, Google will remove query data from the referrer on ad clicks originating from signed in users on Google.  As this data will no longer be passed outside of Adwords, marketers will soon see “Not Provided” on third-party Pay-Per-Click analytics reports, including Google analytics.

Consumer privacy has been particularly top-of-mind for Google executives recently and its these privacy concerns that drive this latest encryption trend  and we also expect other major search players, like Yahoo and Bing to likely follow suit in the near future. Read More »

Career of choice or chance? Take our personality quiz to find out

Handshake by Julia TaylorCareer paths are frequently erratic and fortuitous; often owing as much to luck as to judgement. If you ask a colleague, “How did you come to be doing the job you do now?”, it is likely that the account of career development provided will be rationalised, resulting in the perception of more planning and astute decision making than may really be warranted.

It may be true for a tiny minority that “I wanted to do this for as long as I can remember”, but many will have been constrained by the opportunities available at critical points in their education and training and the pure chance lottery of openings on offer when they first entered the job market. Read More »