Posts in Content

Five steps to successful B2B influencer marketing

Influencer marketing is hardly something new.

From Mark Twain’s name and image being featured on two different brands of cigars in the nineteenth century to Kellogg’s partnering with Michael Jordan throughout the nineties, we’ve all got examples in mind of brands using celebrities to promote their products.

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How to score more leads with the B2B messaging equation

Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.

To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world's largest B2B enterprises.

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Five restaurants with first-class social media strategies

According to research by TripAdvisor, over half of UK restaurants spend less than 10% of their time on marketing, and just 12% have roles dedicated to it.

It also found that despite 94% of UK restaurants monitoring the reputation of their business, 80% said they should be doing more to promote it.

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10 brilliant examples of content marketing from beauty brands

New data suggests that the UK health and beauty industry is now worth £4bn, with sales of cosmetics increasing £55m in the past 12 months alone.

In the US, the demand for beauty is (naturally) even bigger, with the sector expected to rise from $80bn to a whopping $90bn by 2020.

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URL vs social media tracking

Why marketers are failing to track 87% of their content shares

Although most brands confine their analysis of social sharing to share buttons and email newsletter tracking, our latest experiment shows that 87% of all shares are made through copy-and-paste direct from the address bar.

Unfortunately, there hasn’t been an easy way to track this data, until now.

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Are marketers underestimating the fraud threat to influencer marketing?

Ad fraud is a multi-billion dollar a year problem and according to one estimate, by 2025, the digital ad market could be the second largest revenue source for organized crime behind drug trafficking.

Ad fraud comes in numerous forms. There's click fraud, for example, which for years has been a thorn in the side of marketers using pay-per-click advertising channels.

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How brands are using empathy to enhance marketing

What makes customers buy into a brand? 

In the past, we might have said heritage or prestige, and perhaps more recently, instant gratification or entertainment. Now, ‘empathy’ seems to be the buzzword of the moment, with many brands aiming to create meaningful content that truly resonates with consumers. 

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Six lessons we can learn from the best stationery brands on Instagram

Some people like to follow food brands on Instagram, others are interested in fashion. For some reason, I seem to have a slightly unhealthy obsession with stationery.

Niche, I know. But it seems I’m not the only one. The hashtag #stationery has over 2 million posts on Instagram, with big brands including Primark and ASOS also jumping on the ‘stationery porn’ bandwagon.

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Love Island 2017: Is this the future of influencer marketing?

If you haven’t caught wind of the show that’s kept the nation gripped over the last seven weeks – with its ‘he said, she said’ drama, witty one liners and collection of beautiful couples who look fresh out of an Essex salon – where have you been hiding?

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Eight examples of top-notch copywriting from travel brands

The travel industry can be guilty of using a cliché or two.

From ‘hidden gem’ to ‘melting pot’, it’s understandably difficult to stay away from bog-standard vernacular when writing about the same places as every other travel brand out there. 

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How much waste is in the digital ad market?

Growing advertiser focus on brand safety, relevance, viewability and ad fraud is motivated by one thing: advertisers don't want to waste money on ads that don't realistically have the potential to deliver results.

But is it really possible for advertisers to identify wasteful digital ad spend and reduce or eliminate it?

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How Wonderbly uses data and personalisation to create a magical ecommerce experience

Back in 2014, an appearance on Dragon’s Den resulted in Lost My Name receiving the highest valuation in the show’s history. The product – a personalised children’s book based on the letters of a child’s name – eventually went on to become a global bestseller.

Three years later, the company is now hugely successful ecommerce business, recently rebranding with a new name – Wonderbly. 

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