Posts Categorized: Digital marketing

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. Read more on Long live multi-touch attribution: Why last click delivers ineffective measurement…

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. Read more on How to boost your online content in five easy steps…

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. Read more on How mobile ads appeal to consumers…

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. Read more on Vlog: Absolut Vodka and Somethin’ Else on gamification…

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. Read more on Digital campaigns to watch: Vodafone, Doritos and Very…

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. Read more on Mobile ad attitudes explained…

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. Read more on Infographic: Back-to-school campaigns…

11 of the best football social media campaigns

FootballappPremier League football clubs have acquired more than 200 million Facebook likes and 30 million Twitter followers, and eight of last year’s top ten tweeted moments in the UK were football related. The sport’s position as the world leader in online conversation offers brands the ideal playing field to engage with fans to build customer relationships, generate exposure, loyalty and trust across multiple markets.

Here,  Matt House, founder and chief executive of sports marketing agency SportQuake, takes a look at some of the best football-led digital campaigns and content. Read more on 11 of the best football social media campaigns…

Infographic: Ten things to boost your SEO in one hour

bigstockSeoWordCloudUp for a 60-minute challenge? This infographic created by the team at Passion Digital highlights ten tasks that could help to boost the SEO for your website, or even a client’s website – an increasingly important part of any digital marketer’s job.

The London digital marketing agency’s list includes information and tips on meta titles and descriptions, analytics, link-building strategies, setting up appropriate social media accounts and fixing broken links in order to boost site traffic. Read more on Infographic: Ten things to boost your SEO in one hour…

With GoPro, a media company takes shape

WEB_GoPro_cameraGoPro is much more than a consumer electronics manufacturer. They’re really in the business of content enablement. So claimed Zander Lurie, the company’s Senior Vice President of Media, speaking at NATIVE 2015, the premier native advertising conference presented by Sharethrough.

“We sell products — cameras, mounts, accessories, etc — but the ethos, and the culture of the company is built on content enablement,” Lurie said during a one-on-one conversation with Sharethrough president Patrick Keane.

Lurie’s statement will come as no surprise to those familiar with GoPro, a company whose rise from surfer’s pipedream to tech behemoth is as awe-inspiring as any of the feats captured by its signature cameras. Read more on With GoPro, a media company takes shape…