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What’s next for email marketing on mobile?

The IAB’s recent research which focused on the internet and devices, revealed that the smartphone is the household device 18- to 24-year-olds would be least able to do without.

That insight alone gives credence to the fact that brands have to deliver a comprehensive mobile offering.

The mobile journey must be seamless and brands that are ensuring this are already reaping significant rewards.

For instance, nearly half the sales in 2015’s Black Friday were from smartphones and this trend will only continue as long as the experience improves.

Four GDPR takeaways every marketer should know

Who could have predicted in 1995 that the newly commercialised web would so quickly outgrow its boundaries?

padlock security protection

The first Data Protection Directive (DPD) was sufficient when less than 45 million global users were online, but twenty-one years and over 3 billion users later, we produce a lot more data — 2.5 quintillion bytes per day — and more stringent rules are required.

Last week the European Commission delivered just that, with the new General Data Protection Regulation (GDPR)

Intended to align data management with the needs of the digitalised world, these new laws will raise standards of data privacy, protection and transparency — and will apply across EU member states and any company that handles EU citizens’ data.

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.

The Daily Poke: Try before you buy

Do you find yourself picking up homeware up and asking, do I really need it?

poke_Try before you buy

As more of us are wondering if something will sit and pick up dust or fit nicely into our lives, contextual shopping is starting to evolve.

YouTube vs TV: where should advertisers stand in the ‘battle of the boxes’?

WEB_TV_televisionIt’s been an extraordinary couple of weeks on planet video. The TV industry body, Thinkbox, and Google’s YouTube have been engaged in a full and frank exchange of views that, both are at pains to point out, is absolutely not a fight. The topic they are definitely-not-arguing about is a fundamental one: where advertisers should spend their video advertising budgets.

The totally-not-trouble began brewing back in October, with a punchy statement from Google’s UK & Ireland Managing Director, Eileen Naughton, making the case the advertisers should shift 24% of their TV budgets into YouTube, especially if they’re targeting 16-34 year olds.

Last week, Thinkbox came back swinging, calling the Google claim ‘ill-founded and irresponsible’. In the intervening months they have been analysing viewing and advertising data, to find that while YouTube made up 10.3% of 16-24 year-old’s video consumption (v.s TV’s 43.5%), it made up just 1.4% of their video advertising consumption (with TV coming in at a whopping 77.5%).

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.

The mumblings and grumblings of Ad Week Europe

Advertising spent the last half century or so secure in its position as the most senior of the marcoms disciplines.

adweekeurope

It sat at the client’s right hand, partly reflecting the fact that it took the lion’s share of marketing budgets and partly reflecting its powerful creativity and cultural relevance.

But if the mumbling and grumblings coming out of Advertising Week Europe are anything to go by, those days are long gone. Senior advertising types have been queuing up to lament their industry’s decline.

Its revenues may be increasing but it is no longer the client’s favourite, and has lost much of its creativity as its cultural relevance has diminished.

The perils and opportunities of relaunching your brand

Rebranding is a pivotal process that all businesses eventually go through as styles, attitudes and culture changes.

Brand

Make big mistakes during a rebrand and you risk everything you have built but if you get it right you can expand faster and be more relevant to your customer base. Here are a few pointers.

Know why you are rebranding
Rebranding for rebranding’s sake is not wise. Know what you want to achieve. Why you are going about the enormous risk and challenge of reinventing the business you have built?

The Daily Poke: Snack-er-size

poke_Snack-er-sizeWould you want to know how to work off your food, or stay blissfully ignorant? The Royal Society of Public Health has called for ‘activity equivalent’ labeling. (Very energetic James).

The Daily Poke: Bot butler

poke_Bot butlerTaco Bell have teamed up with workplace messaging company, Slack, to create an ordering service that uses artificial-intelligence.