Saturday, May 31, 2014

4 Steps to Maximize Local Search Success

"Four out of five consumers say they want search ads to be customized to their city, ZIP code or immediate surroundings," according to new research from Google highlighting the importance of location.

How Can Brands Fight Online Video Fraud?

In order to avoid becoming victims of online video fraud, brands need to institute internal screening methods and utilize technology from third parties, experts say.

A recent Wall Street Journal report shed light on the world of online video fraud, revealing that part of the problem is that brands don't always know where their ads appear.
"Lured by the promise of advertising they could be sure was being seen by the right people, marketers are now contending with a deep bag of tricks that includes Web-crawling robots, server-based 'drone pools,' and the pixel-size video sites that has them paying for dubious Internet traffic," Mike Shields and Christopher S. Stewart wrote in the WSJ earlier this week.

Friday, May 30, 2014

Retailers and consumers suffer difference of opinion

The Paradox of Choice

Retailers and consumers have very different opinions of the customer experience offered by high street brands, according to a new study.

In a survey of 100 UK retail decision-makers and 500 consumers Vanson Bourne found that while retailers believe that overall they’re performing well - with 82% stating their organisation provides a good or extremely good customer experience - 72% of consumers confirmed they’ve encountered inconsistencies in their customer experience when using a retailer’s online and in-store channels.

One of the biggest gripes was about queuing - 59% rated long queues in store as one of their most annoying shopping frustrations.

Is "Made for Digital" the Future of Video?

The rise of original digital video is creating an incredible array of marketing opportunities that go beyond traditional campaigns to better resonate with consumers.

Recently, the Interactive Advertising Bureau (IAB) released a study on consumer usage of original digital video content. According to the report, about one in five American adults watch original digital video each month, up 15 percent from last year. In the words of the IAB, the "increasing popularity of Original Digital Video makes a case for greater inclusion of the medium in advertising campaigns."
Original digital video appeals to consumers in a number of ways. Compared with traditional TV, it's viewed as "innovative" and "edgy," the IAB says. Consumers also like the on-demand quality of the medium. They can watch when they want to watch, without having to wait a week for a new episode. While most original digital video is still viewed in the home, the increased role of mobile in consumers' lives boosts its perceived value as well. Mobile usage has nearly doubled in the past year, as has the number of consumers who watch original digital video when traveling.

Thursday, May 29, 2014

15 essential skills for modern marketers

What are the skills needed by marketers to be succesful in the future?
In our research for the Skills of the Modern Marketer report, we asked senior level marketers that question and have come up with 15 essential skills - organised into three 'top five skills lists' for marketing.

Why three lists? When we asked respondents about the skills essential to marketing there was a surprising focus placed on the soft skills.
So in addition to the usual broad knowledge areas and vertical skills areas, marketers need the right soft skills to be able to work across the organisation. The best ideas will founder without buy-in across the organisation and support from multiple teams.

Major Brands Begin Renaming the “Traditional” Family

The Coca-Cola logo is an example of a widely-r...
During the 2014 Winter Olympics in February, Cheerios wowed the country with their thirty-second commercial spot featuring an interracial couple. While the intention for the spot might have only been meant to sell more of their cereal product, it quickly became a national statement to viewers across the country. There were several opinions in reaction to the spot – ranging from positive and applaud-worthy, all the way to disgraced and hateful.
While not all audiences have accepted this movement with positive reinforcement, this has not halted more and more brands from taking large bounds in alternative talent within their advertisements. Customarily, commercial spots, print ads, and digital videos have featured the typical mother-father-child-dog family type. Today, many major brands across the world are transforming the “traditional” family. The “family” now ranges in every norm we knew before, including interracial couples, homosexual couples, single parents, children raised by grandparents, etc.

Wednesday, May 28, 2014

A Closer Look at Data Mechanics and Your Mobile Marketing

Two phones with mobile internet capability dis...
Mobile data is being defined and developed as we speak, so mobile is a great place for marketers to begin to take hold of their own data destiny.
As more marketers begin to add mobile to their communication and customer engagement strategies, the standard questions prevail: who is my audience, and when and where can I reach them?
We tend to start with "who," based on past experience, current customer base, research, or intuition. And, once we believe we have a grip on the "who," we begin to evaluate and ascertain where or how we can reach this audience. Occasionally we jump right to "where," most often because we believe we already know "who" we're going to find when we get there.
But is this the right approach? Are who and where what we're really after? Or is that just a step along the path to what we really want - action and behavior. Isn't our real goal usually prompting or benefiting from a consumer behavior?
While most of us would agree the answer to the last question is yes, this significant and shared belief is nowhere near enough to throw away the decades-long concept that suggests that knowing "who" is still the strongest proxy or predictor for driving the end goal: the behavior.

Organic Social Media: Why Marketers Must Join the Conversations

Social Media Adoption Exceeds the Population of Nearly Every Continent

Even accounting for the fact that Google has rolled Gmail and YouTube users into their Google+ user count, the total number of social network users is greater than the population of every individual continent but one. Facebook has become so globally pervasive that analysts talk about it approaching a saturation point for the worldwide addressable market of users with social capable phones.
Social Media Visitor Growth Registered Users
You might be thinking "that's the market size, that doesn't tell us how users do or do not use social networks." Research from Forrester tells us that social networks have become a critical discovery platform and is now the second most popular channel for website discovery, behind only organic search.
How Have You Typically Found Websites You've Visited in Past Month
Conductor's research supports this finding and sheds more light on how users are using social networks. Aside from "socializing", content discovery is the second most popular use of social networks.
Information Retrieval Frequency
The above tells us that social has become a critical website/content discovery method for users. But, the extent to which it has impacted consumer consumption habits was illustrated in a recently leaked New York Times internal report (hence the poor image quality below). The report showed the dramatic decline in visitors to their home page (, not the site overall) over time.
New York Times Home Page Visitors Decline
The reason for the decline is due, in large part, to how social has changed our content consumption behaviors. Pre-social's influence, we navigated directly to our favorite content site's home page and clicked into content from there.

Tuesday, May 27, 2014

Emerging Markets Drive Twitter User Growth Worldwide

Twitter’s user base will increase 24.4% in 2014, according to eMarketer’s first-ever forecast of Twitter users worldwide. The social media property’s user growth will continue with double-digit gains through 2018, eMarketer estimates, and there are significant opportunities for Twitter to increase its audience across emerging markets. 

From a regional standpoint, eMarketer estimates that the number of Twitter users in Asia-Pacific has already eclipsed those in North America and Western Europe by a wide margin—even considering that our figures exclude China due to the country’s ban on the site. In 2014, the Asia-Pacific region will account for 32.8% of all Twitter users, compared with 23.7% in North America, eMarketer estimates, and by 2018, Asia-Pacific will more than double North America’s share, breaking the 40% mark in terms of worldwide market share. If China is on the Twitter map by that point, that share is likely to be significantly higher. In 2018, we project, Twitter will grow 10.7% to reach nearly 400 million users globally.

Building a Brand? The Secret to Great Facebook Graphics

Building a Brand? The Secret to Great Facebook Graphics
As we all know, images when shared on social media hold so much power and when done right, it can really help your business grow its online exposure. More than 60% of social media is made up of pictures and this is because people are seeing how powerful a great graphic can be. When it comes to Facebook graphics, here are a few secrets to help you get the best performance out of your images.
1. Brand Assets
Brand assets mean logo’s or product photos. It is important that you have various images of your products and a logo for your business as people won’t trust your company if you don’t have assets to back up your content. Doing an image stock check will allow you to see what images you have available to use when planning your visual strategy.
2. Voice and Visual Style
When it comes to your online voice and visual style, you really need to know who your target market to define what your customer wants from you visually. Is your brand mature, conservative or humorous? You need to know your visual style so that the images you are posting have the best possible chance of being shared via social.

Monday, May 26, 2014

Retail Industry Maintains Position as Digital Ad Spend Leader

The US retail industry’s advertising spending on paid digital media will reach $11.05 billion in 2014 and rise to $17.39 billion by 2018, for a 12.8% compound annual growth rate between 2013 and 2018. Even though digital spending growth for the industry has begun to slow, retail continues to spend more than any other US industry and will maintain this lead for at least the next several years, according to a new eMarketer report, “The US Retail Industry 2014: Digital Ad Spending Forecast and Trends,” part of our new report series, “2014 Digital Ad Spending Benchmarks by Industry.”

The US retail industry is still very much skewed toward direct-response advertising. Direct response includes paid ad formats designed to drive some type of action, typically sales or leads. Stores need customers coming through the doors, and ecommerce thrives on conversions. eMarketer’s 2014 analysis of US digital ad spending shows a stronger emphasis on ads meant to trigger sales and leads than those intended to boost brand awareness, with a 70-30 split between objectives. 

Sunday, May 25, 2014

The website segmentation and personalisation game

On Monday 12th May at our Marketing Automation Forum, the last session of the day involved all tables (each a mix of job roles from many different sectors) battling it out in our website segmentation/personalisation game.
By this time the audience was already warmed up by some great sessions including one from Econsultancy’s very own Heather Hopkins on “The changing market place - marketing automation means more than just email”. 
The winner of the game was the table who came up with the most unique segments (i.e. segments none of the other tables had thought of).
Importantly segment ideas were only permitted if the team could clearly explain how the website would be personalised for this segment, and the adjudicators (like myself) were at each table to make sure this happened.
In this post I’ve shared what the attendees came up with. Note that whilst there were many great ideas there were also a few dubious ones too, which just shows the length some marketers will go to, to win a bottle of wine! 
For those interested in the details, table six won.

The Difference Between App to App and Web to App Advertising

Mobile devices – and the apps contained within them – are increasingly "always on." This always on phenomenon presents a perfect opportunity for advertisers to drive meaningful engagement where messages are an integrated and seamless part of the user experience.

App to App vs. Web to App

Mobile app and mobile web are the two mediums that advertisers can use as a forum for their marketing and advertising offers.
Mobile App: According to Flurry 86 percent of the time people spend on their mobile devices is within apps. In fact, they recently released a report describing how "Mobile Addicts" launch apps more than 60 times a day. This is why mobile app inventory is among the most attractive inventory for advertisers: it's where most of the market attention is focused.
Many app publishers also have valuable first-party behavioral and demographic data that advertisers can use for enhanced targeting. As a result, mobile app inventory is the highest priced segment of the mobile inventory spectrum.
Mobile Web: Mobile web means your creatives will be shown in their proper mobile sizes, resulting in a higher rate of visibility and engagement. Mobile web inventory is similar to mobile app inventory in terms of creative sizes, but the ad shows in a web environment rather than an app environment.
A user can navigate between an ad and the offer destination in two ways:
App-to-app is the most common user experience where:
  • User is in one app (in-app) such as the "Shazam" app and sees an ad in the app for another app (such as the "Spotify" app).
  • User clicks on the ad, which opens the respective App Store (or opens the "Spotify" app if it's an existing user who already installed it).
  • User installs or opens the "Spotify" app (assuming it's not an existing user).
Mint Mobile App Install Ad Showing in Twitter App


Saturday, May 24, 2014

Pace of video sharing has increased massively

Research published by Unruly shows that the pace of social video sharing has almost doubled in 12 months and 42% of video shares now happen in the first three days of launch.

The average number of shares on the day following launch, when the most shares usually happen, has almost doubled from 10% to 18% over the last 12 months, while shares in the first week have also risen from 37% to 65% during the same period.

Pace of video sharing has increased massively

Research published by Unruly shows that the pace of social video sharing has almost doubled in 12 months and 42% of video shares now happen in the first three days of launch.

The average number of shares on the day following launch, when the most shares usually happen, has almost doubled from 10% to 18% over the last 12 months, while shares in the first week have also risen from 37% to 65% during the same period.