Posts Categorized: Digital marketing

Personalisation that transcends multiple devices

Since the launch of the iPhone by Apple in 2007, the growth of smart phones has been exponential.

Mobility concept

In less than a decade we have seen a huge range of tablets along with various combinations of screen size and device capability burst on to the scene as multiple providers look to follow in Apple’s footsteps.

As a result of the increasing numbers of users on new types of devices, mobile started to become the first port of call for designers and marketers alike.

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Super egos: the marketing big dick off

deadpool filmWhy is Batman fighting Superman, they’re both goodies… aren’t they? It’s a question I’m sure we have all asked over the past couple of months. Sadly for DC and Warner Brothers, the hype behind the million-dollar question has fizzled out. So much so that it recorded the biggest slump of 55% in Friday to Sunday ticket sales ever! Why? Well it’s a culmination of the damming reviews and a shoddy, boring marketing campaign.

This is in stark contrast to Marvel’s latest superhero flick Deadpool, which was the highest grossing R (18) rated film ever. There have been numerous articles singing Deadpool’s marketing praises, there was also Ryan Reynolds ego singing his own praises, taking claim for some of the campaign ideas. I call bullshit. Read more on Super egos: the marketing big dick off…

Brands beware of undisclosed advertising online

The Competition and Markets Authority (CMA) has announced its intention to tackle undisclosed advertising in online publications and blogs, and to ramp up awareness among marketers, publishers and bloggers of the implications of doing so, in a bid to repair consumers’ trust in online content.

Oreo LIck

The announcement comes after the CMA found that Starcom Mediavest and TAN Media arranged for endorsements in online articles and blogs without making it clear the content was advertising.

This isn’t a new issue; the Consumer Protection from Unfair Trading Regulations 2008 have always banned the use of editorial content in the media to promote products where the publisher has paid for the promotion and this has not been disclosed to the consumer audience. Read more on Brands beware of undisclosed advertising online…

Why it’s foolish to ignore location based marketing

The world around is mobile obsessed and sharing ‘where we are’ is becoming increasingly important.

location

We use our mobile location to search for directions, check in to restaurants, tag places we’ve visited, we even use it to match with nearby singletons.

With our whereabouts becoming more and more critical to the way we live our lives some brands are yet to wake up to the power location has to drive marketing success.

The scale of this new breed of mobile-dependent, highly demanding consumers are the driving force behind sales like those of Asos.com who recently reported 50% of their February sales were made on mobile.

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Why data is the new kid on the digital block – again

Data has always been fundamental to the success of digital.

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Like Batman and Robin, they have supported each other – digital’s speed and ease of use driving and fuelling better insight, with that knowledge being fed back into making digital campaigns more and more effective.

Now, the two are bonding ever more closely together.

Data onboarding is the latest service ‘on the block’ available to brands looking to transform the way they communicate and interact with their customers across all channels and devices.

Data onboarding is the connection between online data and the offline, physical environments – it provides the ability to accurately match online activity and experience with real people and long-established offline data sources.

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What makes a social media channel great for brands?

Whether you’re Radiohead or Leicester City, the quickest way to make the largest noise on the web is by putting the news on Instagram.

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For brands, Instagram’s proposition is already game changing.

The rise of video ads and instant buy buttons has seen brands, including Asos, take revolutionary steps towards realising the potential of Instagram as a point of sale in its own right.

Certainly the media-rich social channel suits the visual nature of most consumer facing brands, but given the stiff competition between social platforms, what are the wider contributing factors dictating the popularity of Instagram against another platform?

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Why performance (NOT ad fraud) should keep you up at night

Tape measure by Randen PedersonFew marketers would disagree that ad fraud is the stuff of nightmares for the digital advertising industry. Brands are expected to lose an estimated $7.2bn globally to bots in 2016, and the reach of online fraud is stretching ever further down the conversion funnel. Falsified clicks, impressions and interactions leave a ghostly trail of activity that yields no positive results for marketers, yet costs them dearly.

Given its devastating and widespread impact, it would be easy to assume that fraud is the most significant challenge facing the advertising industry, and the most-pressing issue that keeps marketers up at night. In truth, fraud is only one part of a much bigger industry concern — advertising performance. Fortunately for brands, measuring advertising performance also offers the greatest area of opportunity. Read more on Why performance (NOT ad fraud) should keep you up at night…

What to consider when choosing paid social KPI

socialmediaMany times we’re faced with the eternal question of what defines the success of a paid social campaign. More often than not, we approach paid social with the traditional way of media buying without taking into account the rules of programmatic and real-time bidding.

That said, we fall into the assumption that the success of every campaign is very much dependent on the level of coverage we will achieve at the lowest cost possible. Hence why, for those of us who have clients, we are often asked to run campaigns with ‘Reach’ as the main objective.

Do we, however, really understand what reach means in a real-time bidding environment? Even in traditional media buying, not all impressions cost the same. The only difference in offline media is that inventory pricing is predetermined and you know what you’re getting for the investment you’re making, whereas in real-time bidding, advertising inventory buying is auction-based and automated. Read more on What to consider when choosing paid social KPI…

Programmatic guaranteed: a guide to mastering the basics

ProgrammaticProgrammatic can deliver unprecedented scale and speed, yet for marketers who also want certainty, its capacities have been limited — until now. New tools, such as programmatic guaranteed, provide a simple and efficient method of ad trading that also offers certainty. And with the potential to enhance trust, viewability and ad quality, programmatic guaranteed is set to draw a new wave of brands to automated tech.

A lack of understanding is, however, still holding some brands back. To help them get to grips with this innovative trading method, here is a guide to the basics. Read more on Programmatic guaranteed: a guide to mastering the basics…

Why brands should market to people not Millennials

There is a lot of talk right now about marketing to millennials. Every brand seeks to make an impact with this generation in the digital era.

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But can you really target everyone born between the 1980s and early 2000s with the same approach?

Those born in the early 80s grew up with VCRs, Walkmans and dial-up internet (if they were lucky), while those born in the early 2000s likely grew up with DVDs, Blu-rays, iPods and high-speed broadband.

Read more on Why brands should market to people not Millennials…