Posts Categorized: Digital marketing

How to get your brand ‘EURO-ready’

According to Kantar Media’s most recent SportScope* study into consumer interest around different sports, almost half of the UK population, a whopping 23.1 million people, consider themselves football followers.

Mobile data

And of those followers, as many as 48.8% define themselves as either “extremely” or “very” interested in the EUROs in particular.

That means a very lucrative opportunity, and enormous audience, for brands this summer.

For marketers hoping to tap into the impending ‘football fever’, here are some valuable considerations.

Read more on How to get your brand ‘EURO-ready’…

Old-fashioned tender processes have no place in digital procurement

The software procurement process is fundamentally flawed.

digital

It’s a waste of time and I’d go as far to say that neither the buyer nor the supplier ever really get the result they are looking for, says Steve Peters at Code Computerlove.

I hold this view as a digital director who’s dealt with a fair number of tender processes over the years and, while I understand why the process is still in use (despite it simply being a legacy of traditional advertising), I just feel it’s time to urge businesses to reconsider how they ‘buy digital’.

In fact I’m urging business to think differently about digital within an organisation all together.

So what’s the problem?

Read more on Old-fashioned tender processes have no place in digital procurement…

5 ways that Twitter can improve and strengthen active user numbers

Five ways that Twitter can improve and strengthen active user numbers following the recent news that their user base stalled for the first time in Q4 of 2015. By Dom Moriarty, head of social at Passion Digital.

Read more on 5 ways that Twitter can improve and strengthen active user numbers…

The importance of video content in the consumer purchase journey

As the memory of Ad Week Europe 2016 fades into the sunset, many across the industry are still debating one of the most controversial hot-topics to have emerged from the week which saw Google put TV advertising in its crosshairs.

youtube

In a much anticipated presentation, top-ranking European Google executive, Matt Brittin unveiled a report analysing ad campaigns across eight countries which showed that in 80 per cent of cases, YouTube ads are more effective than TV ads in driving sales.

This is hardly a shocking statement given the exponential growth the channel has experienced in recent years, with recent updates including: Live Streaming services, 360 videos and greater cross-channel integration – to name a few.

But what is surprising, is that we’re surprised.

Read more on The importance of video content in the consumer purchase journey…

As social messaging grows, how can businesses best exploit it?

social-messagingThere are big questions looming for digital marketers with the accelerating growth of social messaging apps. Should we advertise on this platform?

Is it too personal for business or is it the best opportunity to engage with customers yet?

Snapchat has over 100 million users, Facebook Messenger has around 800 million monthly users and WhatsApp, under ownership of Facebook has 990 million users and that’s only been around since 2009.

When you understand that WhatsApp sends 30 billion messages daily, it’s clear that we are dealing with a huge, active and powerful social community. Read more on As social messaging grows, how can businesses best exploit it?…

Why an omnichannel approach is key to retail success

Consumers today crave more control and flexibility from their shopping experience, which has been compounded by the rise of digital and the fact it’s driving people away from the high street.

shopping

It’s common knowledge that the growth of online shopping has been to the detriment of physical stores, but now the steady shrinking of the UK high street is happening much faster.

New data released earlier this week from the British Retail Consortium has shown a further 2.7 per cent drop in overall footfall to physical outlets.

Read more on Why an omnichannel approach is key to retail success…

Flipping the browser upside down: From IA to AI and the future of search

Working in SEO, I’ve seen some big changes in the way algorithms are processing and ranking search result pages.

search

In the early days, these techniques had to do with how pages were built or links acquired.

Then, in 2006 something caught my attention when Twitter was launched: “What if people could get answers for their questions directly from reliable sources without the need of an algorithm to filter all available options?”

Suddenly, it was possible to get advice via a tweet on the best Japanese restaurant to go to in Sao Paulo than asking Google the question.

Read more on Flipping the browser upside down: From IA to AI and the future of search…

Good location data matters, here’s why

Advertising on mobile devices is more exciting than desktop advertising due to the user location being transmitted as a signal.

location

Location information provides rich user context allowing advertisers to reach users at the right place, at the right time, with the right content.

Location data is made available as a pair of numbers corresponding to the latitude and longitude position.

Read more on Good location data matters, here’s why…

Why programmatic direct is sure to score in a sporting year

A summer of sport is approaching.

Adidas Euro 2016 German team

UEFA Euro 2016 and Rio 2016 Olympics and Paralympics as the major highlights – providing hours of entertainment for sports fans, and incredible engagement potential for brands.

These prestigious fixtures provide rare opportunities to reach target audiences at scale when engagement is high and viewers are receptive to relevant marketing.

Brands can connect with a passionate global fan base across multiple channels, and digital video in particular will play a pivotal role­ ­– with programmatic direct becoming a leading trading method. So why will programmatic direct become the rising star during this summer of sports? Read more on Why programmatic direct is sure to score in a sporting year…