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Online budgets are getting bigger to more accurately reflect consumer behaviour, but so are ROI expectations.
And some new technologies which promise to bring us closer to our customer, arguably push us further away.
How is the ad tech landscape changing in 2016? And what tactics can we expect to boom?
However you feel about thin pieces of meat matter nestled between entirely time-proof bread, we’re here to talk about marketing rather than products.
McDonald’s may have suffered in terms of both finance and reputation over the years, but when it comes to digital marketing the brand has achieved some pretty impressive results.
Domestic violence will affect one in four women in their lifetime. Yet it so often goes unnoticed and unreported.
In a Masters of Marketing award-winning campaign last year, domestic abuse charity Women’s Aid wanted to put the issue firmly into the public eye.
We're pretty big on measurement on this blog, and we use analytics to identify key topics, improve our content, and prove our effectiveness.
To this end, we're big users of Google Analytics, supplemented by paid tools from Moz and others.
We use a bunch of custom reports, segments and dashboards for measurement but I've only recently come across the Google URL builder, thanks to our Head of Social Matt Owen.
So, for the uninitiated, here's a quick run through of how to use it, and a few suggested applications...
It’s not often that Yorkshire, England, is in the spotlight on the world stage, but this weekend it certainly was.
The Tour de France kicked off and Yorkshire businesses and infrastructure experienced millions of people turning out to see the Départ.
I thought I’d do a little round up of the official supporters of the Grand Départ that have been making the most of the media’s attention.
The #nomakeupselfie campaign has helped to raise more than £8m for Cancer Research UK. This money will fund 10 clinical trials, an astonishing achievement.
Many articles have commented on just why the campaign was so successful, from its mobile nature to the emotional triggers pulled by shared photographs.
What hasn’t been covered is just how Cancer Research UK dealt with such a large amount of social action. How does the team to react and capitalise on what some may think amounts to a black swan event?
I spoke to Aaron Eccles, senior social media manager at Cancer Research UK and asked him about the campaign. Here’s what I learned.
Content marketing is a big deal, but the term will disappear as we realise all marketing is defined by its content.
Econsultancy's Chris Lake made a similar point when recently introducing a list of great content from brands. He argued that the difference between advertising and content is moot.
Shouldn’t all advertising be thought of as at least one of: funny/useful/inspiring/informative etc? Obviously the answer is yes, but the reality is a little different.
Content marketing is still a hugely popular term. One can point to tens of thousands of Google searches every month, the jagged rise of the term shown on Google Trends, and the astounding success of Lake’s periodic table of content marketing, which has been shared more than 5,000 times in less than a week.
The broader trend though is a consumer enabled by the internet to become ever more informed, an instantaneous autodidact on a previously unimaginable scale. Basically, savvier than ever.
So how do brands make sure that savvy customers’ power is appropriated? The answer is through communities, through providing content that effectively takes ownership of a particular question or problem. This can be as simple as ‘should I buy a Nissan Leaf?’ (read on for more) or ‘how do I care for my baby?’.
Let’s take a look at a couple of examples.
Google helps us all market our services. That statement can start a healthy debate amongst many in the media, but I think I'll stick with it.
Of course, Google has to market itself, too.
Even the biggest and most successful companies must market themselves in some channels. Apple, for example, may shun social media, but it's all over the television and out-of-home and has a distinctive presence on many high streets.
So, I thought I'd round up some examples of Google's marketing that have stuck in my mind and continue to leave me mindful of Google's all-conquering innovation.
Hope you enjoy!
We're in the midst of a great migration to portable devices and the opportunity for marketers is immense.
It will be much tougher to cultivate a relationship with users than it was on the web, but if handled properly we’ll find the perfect balance between the ultimate user experience and advertisers’ agenda.
One thing marketers can all agree on: advertising makes the digital world go 'round. What's less a settled matter is how, exactly.
In advance of our The Digitals awards night on June 27th, I thought I'd present some examples of succesful mobile campaigns.
These campaigns are all shortlisted in the mobile marketing category, and include brands like O2, IKEA and Halifax.
In advance of our The Digitals awards night on June 27th, I thought I'd present some of the shortlisted entries from the charity and non-profit category.
There's a wide range of campaigns here, covering mobile, content marketing, video, email and social media.
Here are seven of the best...