Category Archives: Digital marketing

In our open, digital society, are our minds more closed than ever?

eyes closed bu Doug88888Justice used to be a religious ceremony, conducted in hushed courtrooms and viewed with a certain amount of respect. Now it’s a spectator sport. Serried ranks of Tweeters belt their support or opprobrium from the digital cheap seats. Newspapers offer live updates, precisely as they do for Premiership football. That really was a neat little jink by the prosecution, Barry. Lovely feet.

Sticking with the football analogy, Oscar Pistorius doesn’t seem to have much home support. All the “neutral” hashtags – #OscarTrial, #PistoriusTrial and so on – are traffic jams of condemnation. It seems we like things to be cut and dried. We’d prefer the answer to be simple. Those thousands of away fans, so to speak, have made up their minds. Read More »

“Now is the time for marketers to take on the bigger issues”

marketing wordcloudThe ongoing confidence highlighted in today’s IPA Bellwether report is great news.

And today, media, especially digital, is relatively inexpensive. Which has a number of implications for marketers. First, marketers have many tools at their disposal as, on the face of it, marketing has never been so affordable. However, low barriers to entry for a mass media approach make for a crowded market. Which means gaining cut-through is increasingly challenging.

Brands continue to worry about channel proliferation, big data, social media and the associated complexity. However, with greater confidence, brands can afford to explore their options a little more. Read More »

VR is the new drug – why brands should respond to the desire for immersive experiences

Oculus RiftIf you’ve ever dodged a roaring Tyrannosaurus Rex or peered down from the top of a 1920s skyscraper, chances are you’re part of a rarified group with access to an Oculus Rift headset.

Augmented and virtual reality are opening the door to wild, eye-opening, fantastical experiences that until now have only been accessible through dreams or drugs. As leading VR expert and Stanford University professor Jeremy Bailenson has said: “Anything is possible in a virtual world… You can be 30 feet tall, you can be a different species.” Read More »

What U2 and Thom Yorke can teach us about online content

U2 Apple launchThe last month has seen two of the world’s biggest music artists – U2 and Thom Yorke (of Radiohead fame) – release albums exclusively through digital channels, but with vastly different distribution methods.

U2 were widely criticised for ‘forced gifting’ their album into the iTunes libraries of 800m unsuspecting users. Thom Yorke was applauded for continuing to find new ways of selling his/Radiohead’s music online.

We can learn a great deal about how to best create and distribute online content from the music industry. The stark contrast between these two releases provides a great list of dos and don’ts for brands and agencies. Read More »

The UK’s top brands on social media

ThumbSocialbakers, the analytics platform, has released its monthly social marketing report. Nuggets from the September 2014 study include the news that EE has scooped first place in the Top Five Twitter Brands by Interactions, surpassing Tesco, which held the number one spot in August.

According to the stats, Sky has became the most Socially Devoted Brand in the UK in September 2014, again supplanting Tesco, while Vodafone joins the ranks of the Top Five Socially Devoted Brands on Facebook.

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Don’t let your brand be a turkey this Christmas

Christmas by Puno 3000As marketers, we all know the importance of creating a smart digital strategy in the run up to Christmas. And it’s never been as important as right now with one in five consumers in the UK and US doing all of their holiday shopping online. The British consumer is one of the most digitally savvy in the world, reportedly spending an average of 11 hours a day on media.

Here are The Exchange Lab’s five tips for planning your holiday marketing campaign: Read More »

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 »