Posts in Advertising

10 interesting digital marketing statistics we've seen this week

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

Stats include display advertising, content marketing, Facebook ads, omnichannel retailing and the continued growth of ecommerce sales.

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


Seven tips to increase engagement with your video ads

Econsultancy showcased stats revealing that interactive online video ads are twice as popular among UK advertisers as their global counterparts and Britons are 60% more likely to interact with them. 

So how can advertisers minimise the disruption consumers feel with video ads but maximise interaction?

The seven tips below helped us hit a dismiss rate of just 11% globally for interactive pre-rolls (YouTube/Google’s TrueView dismiss rates are 55%-85%).


Marketing automation: how it works and why it's important for modern marketers

Marketing automation is a powerful tool for brands as it allows them to create a rich profile of their audience and use targeted marketing messages to help drive conversions.

In order for automation to work effectively data must be turned into insights that help to create strong customer lifetime value models and optimise marketing messages.

Digital channels provide new and valuable sources of data and customer insight that can be acted upon in real time.

This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.

So to find out more about how businesses can better understand marketing automation, I spoke to Oracle's EMEA marketing director Sylvia Jensen...


First direct’s platypus: is humour still a risk?

‘Firstdirect is like the platypus of banks, a little bit different’. This is correct, and the ad can be considered a televisual success.

However, online, apart from a well-deployed and anonymous teaser video, the campaign’s lack of fecundity is its main similarity with the platypus. 

I’ve had a little look at this curate’s egg of a campaign, with some good and bad bits revealed.


Facebook accounts for 41% of social ad budgets vs. 18% on LinkedIn

Social media is a complicated landscape with several established and emerging social networks vying for our attention.

Yet the one constant in recent years has been that Facebook remains the undisputed king of social in terms of active users and time spent on-site – for the time being at least.

And this is reflected in the fact that on average businesses spend 41% of their social advertising budget on Facebook, compared to 18% on LinkedIn and 17% on Twitter.

But the split is even more extreme when looking at responses from agency staff, who claim that Facebook accounts for more than half (53%) of their clients’ budgets.

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The Lovers (1958)

What does native advertising have in common with an erotic French film?

“You know it when you see it”. This, of course, is the famous Potter Stewart quote from the Jacobelis vs Ohio court case (1964) which found the French film “The Lovers (Les Amants)” to be too obscene.

As the definition of native advertising continues to evolve this quote is incredibly fitting. But I’ll get to that later, let me first go back to the origins of this marketing tactic…

How bite size videos are changing the way brands communicate

How bitesize videos are changing the way brands communicate

Who would have thought that the launch of micro video was going to revolutionise the way we think?

Less than 20 seconds of space is being filled with so many great and creative ideas, allowing good concepts to grow, and more importantly, allowing you and I to become part of them. 

The power of crowdsourced video projects is on the rise. Now more than ever we can see examples of campaigns that use video to tell stories that come to life through the involvement of an online community.

It was all given a kickstart with the launch of micro video (Vine and Instagram), which is now taking over the way we and brands communicate with one another. 

Have a look at how video is sneaking into our daily lives, where brands and society work together to create something that emphasises the role of creativity.


Marketing agility: do you measure up?

Philip Gladman, Diageo’s white spirits director for Western Europe, once commented that because of digital marketing and consumer empowerment, marketers had to become multi-faceted like ‘Swiss army knives’.

What Gladman was describing is what I like to call marketing agility. It’s a topic that has garnered interest with most if not all marketers confronted with the fast-changing digital media landscape (Chris Lake recently covered the topic).


A step-by-step guide to RLSA and dynamic remarketing

The practice of remarketing has become increasingly common over the last couple of years, and a number of leading display marketing companies have developed some pretty advanced, highly tailored solutions for their customers.  

These are already helping many businesses achieve prolonged engagement with users who have shown intent on a given site.

Over the past few weeks Google has released some extremely useful new tools which help get closer to the competition's offering, and open up sophisticated features to advertisers, no matter what the budget size.


The one thing that all marketing is about

You probably practice a lot of different types of marketing (or you would like to). But what if it didn't matter? What if, deep down, all marketing was really the same, driving towards a singular objective: establishing relationships.

The problem is, in our ever-shifting digital world, people have different relationship needs. Some want information, others want engagement. And when you deliver the right content to the right person based on their relationship needs, you create a positive experience with your brand.

Yeah, every marketer wants that. But how do you do it?

You get away from running static, campaign-based marketing to being liquid. When your marketing efforts are truly liquid you'll be able to create dynamic campaigns that shift and change to meet different relationship needs in real-time. 

Blue Website Crawler

How to make website scraping easy

September is here again and the kids are back to school.

We thought we'd also go 'back to basics' and explain how retailers can simplify their data extraction process.

Web scraping is a way of extracting data from websites. Rich data extraction ensures that the most comprehensive product information is extracted from the retailer’s ecommerce site.

This ensures that the data remains accurate and up-to-date and leaves less room for error.


Should brands add NFC into the mobile marketing mix?

As the number of devices with NFC (near field communication) technology continues to grow, we are seeing a handful of UK brands using NFC in their marketing campaigns to help drive sales and raise brand awareness, all through the use of mobile.

Is this something marketers should be considering for their campaigns?