Category Archives: Digital marketing

Why brands should take a stand against last-click attribution

ClickThe digital marketing ecosystem is experiencing an attribution evolution. For too long, the industry has relied on the simple metrics of last-click attribution, regardless of the ability of this approach to measure the contributing factors leading to a sale or conversion.

A consumer’s path to purchase is typically formed from a number of touchpoints including display and search engine ads, online videos, and social media interactions.

Although each touchpoint has its own distinct role to play in the conversion path, last-click attribution only measures the final conversion, and the last-click approach typically allocates far less importance to prospecting type activity than to re-targeting.

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UK agencies no longer afraid of going native

nativeThe UK, somewhat surprisingly given the fact that it tends to follow the US lead for most things digital, has been slow to take up native advertising. However, this all began to change in the latter half of 2013 and the UK native market has continued to grow in scale throughout this year.

The key driver behind this growth, unsurprisingly, is the continued ineffectiveness of display advertising; it doesn’t work on mobile devices, it’s intrusive and it often antagonises the audience. However, UK agency attitudes to native advertising have been difficult to gauge – so we thought it was time to shine some light onto what they really thought; and more importantly, what they plan to do with native in the future.  Read More »

In-store digital…when does it truly succeed?

ImaginationIn the current retail market the rules of brand engagement are in a continuous state of flux. The speed of this change has lead to a lot of knee jerk reactions from retailers as they seek to integrate digital into their offer.

But where is the framework that helps define the real necessity of in-store interactivity? How can we tell when the integration of digital into a retail environment will eventually result in a real measurable and tangible difference.

The methods of retail engagement within a store environment have always relied on the relevance and desirability of the product offer, its price position, and the attraction of its presentation display. Finding the right balance between these methods generally has us reaching for our wallet and moving to that final goal, the moment of purchase. Read More »

Do you know where your ads are being shown?

Connected TV will become an important part of the living roomIf you don’t, you should. Almost 70% of firm value is intangible with the biggest portion of that value sitting in branding. Your ads should encompass your brand and protect this value, there are reasons people buy Coca-Cola over an own brand cola drink – brand trust and uniformity.

The number of brands that advertise online is huge, it is a great resource for spreading brand awareness, however there are certain tools that must be employed to protect your brand’s image in the eyes of the consumer. Read More »

Infographic: a visual history of marketing

marketingmediaSquareDid you know business cards started to appear in the early 1600s? The first radio ads were aired in 1922, and e-commerce wasn’t invented until the 1970s? Nowadays, 83% of b2b marketers invest in social media to boost brand exposure. That’s according to this visual history of marketing, created by IDF Marketing, which tracks notable dates in marketing’s evolution since the sector began to emerge in 1450. Read More »

5 digital hijacks of the #CommonwealthGames

Commonwealth Games Image by SSENow that the fun is over for another four years, let’s look back at five of the best digital brand activations of the 2014 Glasgow Commonwealth Games.

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5 ways charities can make websites more donation-friendly

Online payment by EP TechnologyThis week we published our 2014 charity website survey which looked at how effectively the top 50 UK charities use their websites to drive donations.

Our research threw up some significant differences in the ‘donation-friendliness’ of these leading charities with some important lessons to learn ahead of the key pre-Christmas fundraising season: Read More »

Facebook tops the table in the social World Cup

Facebook world cup pageA lot has been written about this World Cup so far. It’s the first truly digital tournament. It’s the one where second-screening has really come into its own. Above all, it’s the most social World Cup to date – one where our favourite networks have been much more integral to our viewing experience than ever before.

So far, so good. But drill down into behaviours in a little more detail and the extent of our “social dependency” is pretty striking. The top networks aren’t just major go-to points, they’ve become the first-choice destination during games. And, despite constant headlines about Facebook losing its appeal (and millions of users), our research shows that it still rules the roost in terms of our social conversations.
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Creative pairings: Bond and the case for Kiss Kiss Bang Bang

JackbauerLike an Antony Gormley figure, there is something magnificent about the solitary human form; the James Dean loner; the Jack Bauer or Nicholas Brody lone agent. Stealthy types, moving in the shadows, on the outside – it reads cool off the page and walks cool across our screens. Fleming’s Bond, Ludlum’s Bourne: tough, icy, enigmatic, alone.

Yet most typically during the course of our everyday, few of us do work alone, independent and at a remove from others. In reality more the opposite is the case.

We get things done by joining forces and working together, which is why the pragmatic innovator in me would like to take this moment to praise the collaborative spirit, because Milton was on the nose. No man really is an island. It’s invariably partnerships and pairings that can make us more. By way of evidence, I’ll start with a maybe-not-so-lone 007 in the Caribbean.

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An alternative Independence Day, slaps and angry chipmunks

Stephen MerchantFollowing last week’s viral hit for HelloFlo and their First Moon Party, once again girls are taking centre stage, this time with a more serious angle as Always introduce their new video #LikeAGirl.

The campaign highlights the common phrase of doing something “like a girl” – throwing, running, fighting, etc – and how this is often used as a derogatory way to insult people.

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