Posts Categorized: Digital marketing

Email, back from the dead?

A report published earlier this month by security firm Symantec states that the number of spam emails received by consumers has fallen to a 12-year low. This announcement strikes a chord with many email marketers who may now be considering the impact this decline will have on the effectiveness of their campaigns in the future. Will the decline in spam now allow email marketing to reach its full potential?

Spam has long been seen as the bane of internet professionals and marketers alike. Sending unwarranted emails into the inboxes of millions of internet users regardless of their age, gender or any other demographic – let alone what they are actually interested in. The consequences of spammers unloading millions of emails into inboxes worldwide is that people are less likely to open an email which is not personal to them. Read more on Email, back from the dead?…

The art of A/B: Driving creative performance through testing and learning

(Flickr/Tom Woodward)

(Flickr/Tom Woodward)

Less than a decade ago, brands were limited to print, radio and TV to connect with target markets, relying on tools like Nielsen to determine reach and demographic fit. Yet there was no good way to know which channels and messages drove the bottom line. Nowadays there are more tools and technologies available to marketers than ever before, so it’s crucial to embrace A/B testing and ensure the creative is just as effective as the marketing technology.

A/B testing, also called split testing, pits two different versions of the same piece of creative (whether that’s a web page, email or lead generation form) against each other to measure effectiveness. By testing them in parallel, you can isolate changes to see the impact, and build on those for high-performing campaigns. Read more on The art of A/B: Driving creative performance through testing and learning…

Emerging digital trends and opportunities for charities

WEB_Wayfindr_RLSBWe’re often guilty, as marketing types, of putting acquisition, data and money ahead of everything, and channeling our digital efforts in this direction. And that makes sense. Digital investment has to demonstrate value. But as charities address their approach to supporter recruitment and fundraising in light of a government review clamping down on charity donation drives, there is an opportunity for charities to think beyond fundraising and consider digital services as part of their achievements.

Positive change doesn’t necessarily happen by asking for more money, but by using digital differently to work smarter.

Take for example the ‘my quantified self’ trend. Through clever new apps, thousands of consumers are collecting data about themselves, to improve and contribute to their daily lifestyles. If more health-related charities used such technologies to gather real-data scientists and analysts, to support research initiatives and clinical trials and improve lives, could use this large-scale insight. Read more on Emerging digital trends and opportunities for charities…

Bellwether Q2 2015: What the results mean for digital marketing

MktgBudgetsTable-20150715042113950Today (16 July) the latest edition of the IPA’s Bellwether report was published, revealing a o.4% rise to 12.2% of the percentage of companies registered who have seen marketing budgets rise.

Looking at what the quarterly results mean for the industry, The Wall has spoken to a number of digital marketing experts. Here’s what they said. Read more on Bellwether Q2 2015: What the results mean for digital marketing…

Enough of the buzz words. Why email marketing is back on the strategic map

EmailbigstockThe evolution of technology and the rise of social media has transformed the marketing industry and how brands choose to spend their marketing pounds. Although some may have once proclaimed that ‘email marketing is dead’, it’s now firmly back on the strategic map. With the DMA revealing that the ROI of email campaigns rose 53% in 2014, the positive effects cannot be denied. But why else is email marketing a strategic solution for engaging your target audience?

Personalise and target

An Econsultancy report earlier this year found that email was the channel that marketers personalised the most, with 88% of brand-side and 84% of agency-side marketers personalising their email campaigns. This dwarfed other categories, such as website, social media and search engine marketing, underlining email’s critical role in the marketing mix. Read more on Enough of the buzz words. Why email marketing is back on the strategic map…

How data-driven games are improving marketing results

WEB_mobile_gamingGetting your marketing message effectively across to your audience is challenging. Your audience – whether online or on mobile – don’t want to focus on your message. Advertising is interruptive and, frankly, annoying – especially on mobile.

However, one area is taking off as an effective way to advertise –  games. Although they’ve been used for years, advergames (combining advertising and games) are now being used as an effective advertising format.

With advances in web technology and mobile networks, creating online games is faster, more affordable and more accessible, from any device. More importantly, the technology now allows games to be data-driven, allowing you to measure how games can help increase engagement and response rates. Read more on How data-driven games are improving marketing results…

How would you like your steak cooked?

(Flickr/Nic Taylor)

(Flickr/Nic Taylor)

Picture the scene. You’re at your favourite restaurant, the waiter asks “how would you like your steak cooked?” then recommends a wine to go with your meal. There’s nothing unusual about that. In fact, it’s an accepted and welcome part of the restaurant experience. We appreciate the special attention. Both the customer and the restaurateur expect and value these personal exchanges.

Move into the online world and it’s a different story. Instead of offering truly personal encounters with customers, many online brands serve up the same experience to all consumers (think event mass catering), whilst some digital marketers simply optimise or segment online experiences (medium/rare/well done) when they could be offering a far more tailored experience (medium to well, with mustard glaze and a side of triple cooked chips.) Read more on How would you like your steak cooked?…

Data headache? Try total attribution to take the pain away

2476168474_d803b26ce3_z

(Flickr/19melissa68)

We all know the story: the consumer journey has become extremely complex and the mountains of data now available to us often makes things worse, not better. And whilst I’m not the first to highlight the importance of a joined up approach to data and analytics, I do offer a solution.

Much of the pain stems from marketing departments feeling paralysed by the volume of data available across their communications plan and the struggle to manage a growing list of specialist data, analytics and digital suppliers. Internally they face structural barriers and their companies are playing catch up with organisational design. Many chief marketing officers are operating in silos which makes connecting the dots (with limited visibility) downright painful. Read more on Data headache? Try total attribution to take the pain away…

Here come the marketing engineers

WEB_coding_dataCoders are the new heroes of marketing. For any brand looking to create an omni-channel campaign, running across complex interactive sites, mobile apps and multiple other spin-off services, coders (or as we like to call them, marketing engineers) are increasingly indispensable.

But, as the relationship between developers, brands and their agencies grows, there are a few things we could do to help make it blossom. As everything migrates to the cloud, many of the obstacles that used to limit the creative scope of brand campaigns are quickly being removed. And with the frenetic rate of innovation, agencies and marketers often don’t have the knowledge or understanding to take full advantage of what’s possible. Read more on Here come the marketing engineers…

Making the link between domain names and protecting your brand’s identity

WEB_Flickr_Dennis_Skley_internet_webNo matter the size of your organisation, protecting your digital brand identity should be a top priority. This was reinforced by Heinz’s recent innocent mistake, where a QR code on one of its ketchup bottles took customers to a porn website.

By 2015 the code for one of its promotions was a couple of years old and the link had expired. The URL was subsequently acquired by the porn company, FunDorado, leading the customer with a love for old ketchup paying an unintentional visit to the adult site. Read more on Making the link between domain names and protecting your brand’s identity…