Posts in Advertising

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Google’s five questions every business should address on mobile strategy

Google recently launched its new mobile playbook, replacing last year’s edition, in which it gives details on how marketers can improve their mobile strategy.

Here we’ll take at a look at the key points that Google raises, mainly the five questions which it believes businesses need to ask themselves in relation to mobile marketing, and provide you with Econsultancy’s own research and understanding within each area.

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mobile video

Engagement with mobile video is three times higher than desktop: stats

The use and efficacy of mobile video has been steadily increasing over the past few years thanks largely to improvements in mobile technology and increased smartphone ownership.

And new research suggests that mobile video is actually more effective than desktop in terms of clicks throughs, after the average CTR for smartphone and tablet campaigns tripled in the past 12 months.

In fact, online video viewers are almost three times more likely to click through to a brand’s website from their smartphone than their laptop or desktop computer.

Using data from more than 3,000 branded campaigns, Unruly found that the average CTR for mobile is 13.64% compared to 5.45% on desktop.

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brand rhythm

Is rhythm the key to a consistent marketing experience?

Forget the message or single big idea, it may be rhythm that is the key to a consistent marketing experience.

Marc Shillum is a UX designer for a company called Method and last week he came to the Punch strand of our Festival of Marketing to discuss his theory regarding the effectiveness of considering brand as a fluid rhythmical customer experience.

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moovly

Start Me Up! A profile of Moovly, for easy animated videos

We'd all like to produce videos that convey our complicated product or brand but don't cost the Earth. Without a background in rich media, it's time consuming to create a animated video or shoot and edit your own footage.

Moovly aims to make this easier and allows the easy creation of simple animated videos. I spoke to the team to find out more about the service.

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Augmented reality: the Ikea catalogue and beyond

With the advent of Ikea introducing an augmented reality (AR) app to enhance its 2014 catalogue, we are starting to see a gradual shift in how retailers can use the power of digital to improve the customer experience. 

It seems as if augmented reality is no longer just for enhancing advertising campaigns, there are now many more practical applications of the technology. 

Here we’ll look at the Ikea AR app, and then a general round-up of other companies making great strides in the realm of augmented reality.

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The rise of internationalisation amongst UK retailers

A few months ago we received an interesting piece of research from OC&C Strategy consultants which investigated how UK retailers are well placed to outperform their overseas counterparts in the battle for online supremacy.

It was estimated by 2020 there would be an incredible sevenfold increase in non UK sales.

Within the report, the ‘jewels of Britain’s retail e-mpire’ were highlighted. This was based on the volume of consumer searches from international territories.

A number of advertisers across the network were included on this list so we decided to take a look and see how the affiliate channel was aiding internationalisation in the ecommerce market

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10 interesting internet marketing statistics we've seen this week

Here are some of the most interesting digital marketing statistics we've seen this week.

Stats include mobile adspend, hotel search volumes, jobs at tech startups, Google's dominance of web traffic, big data, retargeting and social media.

For more digital marketing stats, check out our Internet Statistics Compendium.

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Is the strength of digital also its Achilles heel when attracting brands online?

We are lucky to be working in the digital industry as it provides the most targetable and measurable medium yet in terms of marketing.

With the ability to combine first and third party data, bring offline data into play and combine it with granular behavioural and audience data (such as pages visited, searches made, content viewed, and time spent on certain activities), very specific audience segments can be defined, built and reached.

If you want to build an audience of wealthy families who live in Scotland, are interested in curling and are currently reading regularly reviews on executive cars, as well as looking for quotes on car insurance for example, these people can be identified and targeted accordingly.

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How Channel 4's remit for innovation impacts its risk-taking ad campaigns

'Punch' is the part of the Festival of Marketing that celebrates creativity, and few organisations can be said to be as creative as Channel 4.

In fact it’s within the broadcaster’s official remit to be innovative and distinctive while also developing new talent.

C4 is state owned, but it doesn’t receive any taxpayer’s money and remains a not-for-profit organisation. Therefore all of its revenue is ploughed back into making new programmes.

And at Punch this afternoon C4’s chief marketing and communications officer Dan Brooke gave a peak under the hood of some of its recent marketing campaigns, which are also geared towards fulfilling its innovative and risk-taking mantra.

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avatar movie

Creative heresy? Using data in Hollywood to ensure box office success

Epagogix is a company that analyses scripts in an attempt to forecast US box office performance or TV audience size.

On the back of this script analysis, the company recommends box-office-increasing enhancements.

Nick Meaney of Epagogix was speaking to the audience at PUNCH, the Festival of Marketing’s creative-focused event in the East end of London.

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How to measure the effectiveness of ecommerce videos

Every ecommerce site needs video, which helps drive interest and engagement from consumers,  but how do you know if videos actually bring any money to the bottom line?

As a general rule, shoppers love videos, since they show off products in a way that still images can’t.

But how can site owners know if all the work they’re putting into videos is actually generating a return on investment?

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Festival of Marketing

The Festival of Marketing's inaugural University Challenge winners are...

The Festival of Marketing kicked off this morning with our Funnel B2B event in Old Billingsgate, featuring an agenda stuffed to the gills with top quality speakers plus plenty of room for networking on the side.

However the unofficial start to the week’s events actually took place last night with the University Challenge pub quiz, hosted in association with The Marketing Academy.

Some of the finest digital talent in the land competed with a few chancers from the Econsultancy blog to see who is the most informed marketing team in the UK.

The eventual winners were recruitment agency Propel Digital with a suspiciously high score of 58, and there were absolutely no sore losers... ;)

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