tag:econsultancy.com,2008:/topics/advertising Latest Advertising content from Econsultancy 2016-12-02T14:03:22+00:00 tag:econsultancy.com,2008:BlogPost/68591 2016-12-02T14:03:22+00:00 2016-12-02T14:03:22+00:00 All the digital news stories you missed this week Ben Davis <h3>Trump Tower briefly renamed Dump Tower</h3> <p>Over the weekend, Trump Tower was briefly renamed 'Dump Tower' on Google Maps. If that doesn't raise a smile then all hope is lost.</p> <p><a href="http://edition.cnn.com/2016/11/27/politics/dump-tower-trump-google-maps/index.html">More from CNN</a></p> <p><img src="https://assets.econsultancy.com/images/0008/2002/dump.jpg" alt="trump tower" width="307" height="173"></p> <h3>H&amp;M arguably wins Xmas</h3> <p>H&amp;M may have left it late (relatively) to reveal its Christmas ad, but it has certainly hit the mark with a story directed by Wes Andersen and starring Adrien Brody.</p> <p>The ad was created by Adam&amp;Eve/DDB, the same agency that produced <a href="https://econsultancy.com/blog/68512-john-lewis-combines-tv-ad-with-snapchat-lens-and-email/">John Lewis’ Buster the Boxer campaign</a>.</p> <p>It feels like the retailer has taken the advert-as-feature-film to its logical conclusion.</p> <p><iframe src="https://www.youtube.com/embed/VDinoNRC49c?wmode=transparent" width="560" height="315"></iframe></p> <h3>Facebook Messenger launches Instant Games</h3> <p>Facebook has launched Instant Games on Messenger in 30 countries, with an initial 17 games to try.</p> <p>Using HTML5, the games load quickly in your message thread and are designed to be played competitively with friends.</p> <p><img src="https://assets.econsultancy.com/images/0008/2003/ig.png" alt="messenger games" width="600" height="341"></p> <h3>Black Friday stats roundup</h3> <p>Nikki Gilliland has rounded up some <a href="https://econsultancy.com/blog/68587-black-friday-cyber-monday-2016-ecommerce-stats-bonanza/">stats from the annual shopping bonanza</a>.</p> <p>Adobe figures shows that online sales records in the US hit $3.34bn on Black Friday, a 17.7% increase on sales last year.</p> <p>Lego Creator Sets were the top toy, and iPads the top electronics sold.</p> <p>Travel is an increasing hit over this sales period, with data from Sojern showing a 21% increase in flight bookings on Cyber Monday compared to the previous Monday (this figure was only 9% in 2015).</p> <p><em>Lego was a favourite on Black Friday</em></p> <p><img src="https://assets.econsultancy.com/images/0008/1970/Lego.JPG" alt="lego" width="536" height="345"></p> <h3>Important chihuahua news</h3> <p>This week Virgin America began its <a href="https://www.virginamerica.com/cms/about-our-airline/press/2016/virgin-america-unleashes-tinydogstinyfares-cyber-monday-deal.html">#TinyDogsTinyFares</a> Cyber Monday deal, with cheaper seats and a pledge for each booking from Virgin America of $10 to animal charities.</p> <p>The move coincides with 'Operation Chihuahua' airlift – where the airline flies Chihuahuas from San Francisco (which has an epidemic of pound chihuahuas) to New York and new homes.</p> <p>It goes without saying, the promo video is too good to miss.</p> <p><iframe src="https://www.youtube.com/embed/6znipyolCMQ?wmode=transparent" width="560" height="315"></iframe></p> <h3>Nokia phones will be back in 2017</h3> <p>Nokia has signed a 10-year brand licensing deal with Finnish startup HMD, which will produce a range of smartphones and feature phones.</p> <p>The company is confident that the brand still carries enough weight to compete, particularly selling feature phones to markets such as Russia and Africa.</p> <p><a href="http://www.telegraph.co.uk/technology/2016/12/01/new-nokia-phones-revealed-early-2017/">More from The Telegraph.</a></p> <h3>Napoleon Dynamite sells cheesy tots for Burger King</h3> <p>Burger King continues to listen to its fans online and introduce retro menu items they have been pining for.</p> <p>Last year it was chicken fries, now it's cheesy tots. And they've managed to get Napoleon Dynamite to advertise them. Genius. </p> <p><iframe src="https://www.youtube.com/embed/bNSZIEG7gRg?wmode=transparent" width="560" height="315"></iframe></p> <h3>Accenture Interactive acquires Karmarama</h3> <p>The trend for consultancies buying agencies hits the UK, with Accenture Interactive buying the large independent Karmarama.</p> <p><a href="https://econsultancy.com/blog/68570-consultancies-are-buying-agencies-what-does-it-mean-for-marketing/">We took a look at what the trend means for marketing.</a> </p> <p><img src="https://assets.econsultancy.com/images/resized/0008/1842/karma-blog-flyer.png" alt="karmarama" width="470" height="321"></p> <h3>Clarkson, Hammond and May launch DriveTribe</h3> <p>The former Top Gear trio this week launched DriveTribe, a motoring community online which they hope will become as synonymous with automotive user generated content as TripAdvisor is for travel.</p> <p>DriveTribe is backed by 21st Century Fox and other equity firms, and is a completely separate venture to Prime's The Grand Tour.</p> <p><a href="https://econsultancy.com/blog/68576-we-take-a-spin-through-clarkson-may-hammond-s-drivetribe-network">We took a spin around the new platform</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1912/Screen_Shot_2016-11-30_at_11.03.27.png" alt="drive tribe" width="615" height="318"></p> <h3>Netflix now allows download to watch offline</h3> <p>Bringing its functionality level with Amazon Prime, Netflix <a href="https://media.netflix.com/en/company-blog/downloads-make-it-even-easier-to-watch-netflix-on-the-go">now allows app users</a> to download shows in order to watch offline.</p> <p><img src="https://assets.econsultancy.com/images/0008/2004/download.png" alt="netflix download" width="300" height="533"></p> <h3>Amazon grocery stores to open soon</h3> <p><a href="https://www.ft.com/content/8aa89e26-b1b9-11e6-a37c-f4a01f1b0fa1">The Financial Times reports</a> that Amazon is soon to open two grocery stores in Seattle.</p> <p>Both stores will be similar to drive-throughs, with customers able to collect groceries they have ordered online.</p> <p>The move is Amazon's latest push into groceries, a market where the logistics specialist sees room for considerable growth.</p> tag:econsultancy.com,2008:BlogPost/68586 2016-12-01T10:58:00+00:00 2016-12-01T10:58:00+00:00 The 10 most shared video adverts of 2016 Ben Davis <h3>10. 7 Eleven Thailand: Teachers - 792,328 shares</h3> <p>We've only shown the top 10 ads here, but the top 20 list shows how video advertising is growing all around the world, with creative from 10 different countries appearing on the list.</p> <p>The UK, US, Denmark, Egypt, Thailand, Bangladesh, India, Norway, the Philippines and Indonesia are all represented.</p> <p><iframe src="https://www.youtube.com/embed/kktv5MWRmpY?wmode=transparent" width="560" height="315"></iframe></p> <h3>9. Cadbury's Dairy Milk: Aliens - 852,895 shares</h3> <p>Dig that Euro pop.</p> <p><iframe src="https://www.youtube.com/embed/ZNRSHr3b4uA?wmode=transparent" width="560" height="315"></iframe></p> <h3>8. Ariel: #sharetheload - 877,558 shares</h3> <p><iframe src="https://www.youtube.com/embed/wJukf4ifuKs?wmode=transparent" width="560" height="315"></iframe></p> <h3>7. Doritos: Ultrasound - 893,465 shares</h3> <p>For more analysis, see: <em><a href="https://econsultancy.com/blog/67511-why-the-super-bowl-50-commercials-were-social-media-failures/">Why the Super Bowl 50 commercials were social media failures</a>.</em></p> <p><iframe src="https://www.youtube.com/embed/vH2LsFcWOFY?wmode=transparent" width="560" height="315"></iframe></p> <h3>6. Nike: The Switch - 969,650 shares</h3> <p>For more analysis, see: <em><a href="https://econsultancy.com/blog/67937-euro-2016-marketing-creative-smart-prestigious-controversial/">Euro 2016 marketing creative: smart, prestigious, controversial</a>.</em></p> <p><iframe src="https://www.youtube.com/embed/scWpXEYZEGk?wmode=transparent" width="560" height="315"></iframe></p> <h3>5. OK Go &amp; S7 Airlines: Upside Down and Inside Out - 1,240,842 shares</h3> <p><iframe src="https://www.youtube.com/embed/LWGJA9i18Co?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Vodafone: Ramadan 2016 - 1,435,350 shares</h3> <p><iframe src="https://www.youtube.com/embed/wtGnenSS9_o?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. Shell: Best Day Of My Life | #makethefuture - 1,683,072 shares</h3> <p><iframe src="https://www.youtube.com/embed/eCs8kqUng4s?wmode=transparent" width="560" height="315"></iframe></p> <h3>2. Channel 4: We Are The Superhumans - 1,851,533 shares</h3> <p>Sport has had a big impact on advertising this year.</p> <p>Channel 4 takes second spot, with the top 20 most-shared ads also including creative aimed at the Euro 2016 football championship and Super Bowl 50.</p> <p><iframe src="https://www.youtube.com/embed/IocLkk3aYlk?wmode=transparent" width="560" height="315"></iframe></p> <h3>1. John Lewis - #BusterTheBoxer - 1,949,387 shares</h3> <p>The trampoline-sales-boosting ad has become makes the fifth most-shared Christmas ad of all time and the most-shared John Lewis ad ever.</p> <p><iframe src="https://www.youtube.com/embed/sr6lr_VRsEo?wmode=transparent" width="560" height="315"></iframe></p> <p>Ian Forrester, Global VP of Insight at Unruly, said: “Social video has dramatically evolved. Brands are adding emotional intelligence and great storytelling to digital advertising."</p> <p>He continued, "We’ve also seen the most successful creatives bubbling up from a vast range of countries and cultures, showing how digital video can break down national boundaries and become a truly global conversation." </p> <p>The average runtime for the top 20 videos was 2:49, partially driven by 7 Eleven’s Thai ad “Teachers”, which is close to nine minutes long. Other brands to make it in the top 20, which aren't all showcased here, include McDonald’s, Volkswagen and Mentos.</p> tag:econsultancy.com,2008:BlogPost/68564 2016-11-28T15:13:35+00:00 2016-11-28T15:13:35+00:00 2016: The good, the bad and the future of digital marketing Blake Cahill <p>However, while some of my “predictions” turned out to be fairly accurate, there have also been more than a few surprises over the last 12 months.</p> <p>Here are a couple of the most unexpected trends that have taken off this year, two of the biggest digital disappointments and my personal trend pick for 2017.</p> <h3>The surprise revival of silent video</h3> <p>One of the most unexpected trends that made a real comeback this year was silent video. Over <a href="http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/">80% of internet users own a smartphone</a>, but average video viewing time is <a href="http://www.campaignlive.com/article/facebooks-everson-agencies-lagging-mobile-creative/1388780">1.7 seconds</a>, meaning consumers are in rapid consumption mode and marketers have had to become even savvier at grabbing their attention.</p> <p>What this means is there’s a real need for content that packs a punch at the beginning of the clip. If you only have a miniscule amount of time to grab a customer’s attention before they scroll past, then the video needs to have an immediate hook.</p> <p><iframe src="https://www.youtube.com/embed/glX_vgRCmKE?wmode=transparent" width="640" height="360"></iframe></p> <p>A perfect example of this is the social media clip that Apple pushed out following the release of the new iPhone 7. The advert is completely silent and simplistic in nature, with each frame changing every 0.5 seconds. </p> <p>In an age where most of us have our smartphones on silent, Apple has managed to discover a way to capture our attention in the most straight-forward of ways.</p> <h3>Hail to the community managers</h3> <p>2016 has also become the year of the <a href="https://econsultancy.com/training/courses/online-community-management/">community manager</a>. It’s common for brands to think of social as a one trick pony, but the brands that are succeeding on social don’t just have someone schedule 10 tweets a day and like the occasional @ comment. </p> <p>The brands that allow their community managers to become the human face of the company add an extra dimension to their social media capabilities and provide the consumer with a real sense of personality.</p> <p>Some brands that really know how to do this are Innocent Drinks, <a href="https://econsultancy.com/blog/61946-how-tesco-uses-facebook-twitter-pinterest-and-google/">Tesco</a>, Virgin Trains and <a href="http://www.telegraph.co.uk/technology/2015/12/010/10-of-the-most-brilliant-customer-service-exchanges-ever-seen-on/">Oreo</a>. They understand the importance of employing empowered community managers and with any luck, 2017 should see more brands following in their footsteps.</p> <h3>The problem with live content</h3> <p>Of all the successes and surprises in 2016, some of the newer marketing methods are still proving problematic.</p> <p>One of these is live content – it just isn’t working out. Despite the potential, all too many brands still don’t seem to realise how to properly manage live content. </p> <p>Maybe the production value is too low, the content is too tedious, the functionality is broken... Ultimately, without a high value exchange, live content is never going to have any impact with consumers.</p> <p>One example of a brand that has really nailed live content, however, is <a href="http://www.experian.com/blogs/news/about/creditchat/">Experian</a>. It holds straight-forward, weekly chats via YouTube Live, Snapchat and <a href="http://www.experian.com/blogs/news/about/creditscope/">Periscope</a> to talk directly with consumers about their money worries.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FExperianUK%2Fvideos%2F1062124017192953%2F&amp;show_text=1&amp;width=560" width="560" height="665"></iframe></p> <p>Experian understands that for live content to work, companies need to accept that what a brand thinks is interesting for customers is rarely what they will actually spend time watching.</p> <p><em>For more on this topic, read about <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">10 pioneering examples of brands using Facebook Live</a>.</em></p> <h3>Where are the iBeacons?</h3> <p>Back in 2014, I was convinced that retail use of iBeacons would swiftly take centre stage in our marketing strategies. </p> <p>We all <a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">saw the </a><a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case/">potential</a> and several big brands got on board – <a href="https://blog.virgin-atlantic.com/t5/Our-Future/Virgin-Atlantic-lights-the-way-with-Apple-s-iBeacon-technology/ba-p/26359">Virgin</a> used them in its Heathrow airport lounges and Macy’s rolled them out in over 800 stores to track customer movements <a href="http://www.zdnet.com/article/macys-taps-ibm-watson-to-improve-in-store-shopping-app/">in-store</a>, push product recommendations and discounts and to inform shoppers about sale items.</p> <p>But despite these examples, they just haven’t made it to the mainstream yet. </p> <p>Despite predictions that 85 of the top 100 retailers would be using them by the end of 2016, only 3% of retailers had implemented beacon technology by 2015 and only 16% had plans to implement them in the near <a href="http://www.huffingtonpost.com/shane-paul-neil/is-ibeacon-marketing-fina_b_10508218.html">future</a>.</p> <p>So what’s the hold up? Well, they can be hard to manage and maintain from a logistical point of view, as all beacon marketing requires user opt-in and customers just aren’t sold on it yet. </p> <p>This could change in 2017 but my bet is that it’ll be a slow process before they start to become a standard part of our marketing efforts.</p> <h3>The democracy of content</h3> <p>Enough about 2016, let’s look to the future.</p> <p>In 2017, brands need to be able to engage and connect with their customers better than ever before (one nice example of this is Philips’ <a href="https://www.youtube.com/watch?v=PBGcW5AtKyg">Every Day Hero</a> campaign). Nowadays however, companies aren’t just competing with another brand’s marketing anymore; they’re competing with the entire internet and this is where it starts to get tricky.</p> <p>Any company hoping to inspire consistent engagement has to accept that consumers now have access to tools (like <a href="https://itunes.apple.com/gb/app/boomerang-from-instagram/id1041596399?mt=8">Boomerang</a> and <a href="https://itunes.apple.com/gb/app/hyperlapse-from-instagram/id740146917?mt=8">Hyperlapse)</a> that can result in better, more engaging pieces of video content than the stuff many of the brands are developing themselves.</p> <p>Earlier this year, a survey found that 85% of users find visual user-generated content (UGC) more influential than brand photos or <a href="http://www.adweek.com/socialtimes/why-consumers-share-user-generated-content-infographic/639636">videos</a>. Another report found shoppers who interact with UGC are <a href="https://www.entrepreneur.com/article/278152">97% more likely to convert</a> with a retailer than customers who do not.</p> <p>What this means is we can expect to see a huge surge in marketers working with UGC in 2017. It’s nothing new (Burberry launched its <a href="http://artofthetrench.burberry.com/">Art of Trench</a> website back in 2009 for example), but I wouldn’t be surprised if it quickly becomes a much more common feature of brand campaigns.</p> <p>So roll on 2017. I’m looking forward to finding out if I’m right!</p> tag:econsultancy.com,2008:BlogPost/68551 2016-11-24T11:23:00+00:00 2016-11-24T11:23:00+00:00 Why Asda and Waitrose have won the battle of the Xmas TV adverts in 2016 Ben Davis <h3>Made in 2008?</h3> <p>I'm not an expert in media studies, but there seems to be two factors responsible for past success of John Lewis adverts.</p> <p>An ethereal/twee cover of a pop song soundtracks a plot culminating in an emotional denouement carrying a loose message of giving is good. And of course, the production values are fantastic.</p> <p>John Lewis perfected this formula in 2011 (Please, please, please, let me get what I want). 2010 had used a similar format but didn't have enough of a narrative thread to succeed on the same level.</p> <p>Here, remind yourself..</p> <p><iframe src="https://www.youtube.com/embed/Wf50NjgJnv8?wmode=transparent" width="560" height="315"></iframe></p> <p><iframe src="https://www.youtube.com/embed/X5RhP3H3G7w?wmode=transparent" width="560" height="315"></iframe></p> <p>If I was to be really bold, I might assert that there were some socioeconomic and geopolitical factors in the success of 'Please, please, please'.</p> <p>2010 saw the beginnings of green shoots following 2008's recession, and by Christmas 2011, people felt exhausted but perhaps with a whole lot more optimism.</p> <p>A royal wedding, the assassination of Bin Laden, the Arab Spring, a falling unemployment rate - all reasons to feel good in 2011 (riots aside).</p> <p>My point is that a reflective but also consumerist tale was well positioned to succeed in 2011 (and 2012, 2013, 2014). The mood was improving.</p> <p>In 2011, UK shoppers spent 16% more online than in 2010. Everybody was finally getting what they wanted (as Morrissey sung).</p> <h3>2015 turning point?</h3> <p>John Lewis' ad last year was more overtly charitable, with the theme tying into the Age UK cause.</p> <p>Previous years' adverts have raised money for charity (often through the song release), but the plot has never reflected the cause.</p> <p>I loved it, as did many proper advertising experts, and felt it was acknowledgement that many felt disenfranchised in 2015 (after years of cuts).</p> <p>However, as <a href="https://www.theguardian.com/media-network/2015/nov/06/man-on-the-moon-john-lewis-christmas-ad-2015-industry">Nick Eagleton of The Partners pointed out</a>, the advert occupied the space between a heartfelt love story (like Monty) and a truly overt connection with an issue beyond retail (like Sainsbury's Christmas truce), meaning it wasn't great at either.</p> <p>Though imitation is flattery, Aldi saw it could spoof the ad because it was just shy of connecting in the same way previous ads have (it was a tad bizarre).</p> <p><iframe src="https://www.youtube.com/embed/iK16wvyT48o?wmode=transparent" width="560" height="315"></iframe></p> <p>All in all, it's no surprise that John Lewis returned to familiar territory in 2016, with a tale set around a regular suburban home, involving kids, animals, CGI, gifts and some light humour.</p> <h3>So, to the 2016 craziness</h3> <p><a href="https://econsultancy.com/blog/68512-john-lewis-combines-tv-ad-with-snapchat-lens-and-email/">The new John Lewis ad debuted</a> the day after the US Presidential election. I think this highlights the problem with Christmas 2016 quite nicely.</p> <p>It has been the year of the post-truth, full of Brexit and Trump (not to mention conflict).</p> <p>The news this year has been a wet fish, slapping the public about the face. Charlie Brooker has admitted to being worried about how he will make jokes about it for the annual Newswipe.</p> <p>However, John Lewis had to start planning its TV ad six months ago, so how could it have possibly envisioned Trump when nobody else did?</p> <p>Twitter joked about how only a John Lewis ad could perk the country up, but this year would have been the perfect year for the retailer to ditch the template. In the end, the cover song is underpowered, and the production values don't hit you in the gut (because we've become accustomed to them).</p> <p>What 2016 needed was something full of unrestrained joy. But if John Lewis had done this with a soundtrack, it would lose that undertow of reflective consumerism.</p> <h3>A lack of joy?</h3> <p>Yes, bouncing is joyful, but I felt John Lewis could have crammed in much more energy.</p> <p>I know, 'if it ain't broke' etc., but credit to Argos for trying to do this with its ice skating neon yetis (which admittedly weren't crazy enough or narrative driven to captivate the public).</p> <p>Joy and absurdity is difficult to get right.</p> <p><iframe src="https://www.youtube.com/embed/tW8TFiAA5OE?wmode=transparent" width="560" height="315"></iframe></p> <p>Actually, I think this is where ASDA does well, particularly because it has a number of different adverts, each instilled with British humour.</p> <p>Watch them all on <a href="https://www.youtube.com/user/asda/videos">ASDA's YouTube channel</a>, including the one below.</p> <p><iframe src="https://www.youtube.com/embed/IuSetvDNPTM?wmode=transparent" width="560" height="315"></iframe></p> <h3>Other have not seized the opportunity to stand out from the crowd</h3> <p>Sainsburys and Aldi have trod the same ground as John Lewis. Twee storytelling.</p> <p>Both fail because they haven't used a proven song. Corden's has extremely weak lyrics, and the nation is too sick of rhyming couplets to tolerate Aldi's Kevin the Carrot poem.</p> <p>Both have their upsides - you have to admire the stop-motion in Sainsbury's ad (and I liked the story), and Aldi does concentrate on its products nicely (food).</p> <p><iframe src="https://www.youtube.com/embed/bq5SGSCZe4E?wmode=transparent" width="560" height="315"></iframe></p> <p>Marks &amp; Spencer caught the eye with Mrs Claus as a leading lady (hitting the target market), adding intrigue to what is still a pathos-driven plot.</p> <p>Perhaps we should declare M&amp;S the winner this Christmas? It certainly needs the tonic.</p> <p><iframe src="https://www.youtube.com/embed/V5QPXhStb5I?wmode=transparent" width="560" height="315"></iframe></p> <h3>Planet Earth for the win</h3> <p>Were Waitrose to know that Britain would be so obsessed with Planet Earth 2 and its death-defying animals come December?</p> <p>After all I've said about love stories and twee music having had their time, this advert featuring a robin narrowly escaping the clutches of a raptor and a nasty squall hits the mark better than John Lewis in my opinion.</p> <p>It just has a better narrative than the others (forget whether it is scientifically accurate or not).</p> <p><iframe src="https://www.youtube.com/embed/xtKYdG9r0Pk?wmode=transparent" width="560" height="315"></iframe></p> <h3>Pret offers a positive note</h3> <p>I want to finish this article with a hat tip to Pret, which doesn't advertise on TV and has therefore released an alternative Christmas advert online only.</p> <p>I'm not sure why retailers don't take a punt on a wholly philanthropic theme, because this film really is memorable.</p> <p>With generation Z reportedly ever more conscious about brands that do good, maybe John Lewis and the like could focus on their own employees and customers in their adverts.</p> <p>Of course, this opens up a whole can of worms (but it would at least be cheaper).</p> <p><iframe src="https://www.youtube.com/embed/P3lRiwaAuPo?wmode=transparent" width="560" height="315"></iframe>;</p> <p>I hope you've enjoyed my uneducated and entirely subjective run through this year's Christmas adverts. If you work in advertising and have an opinion, let me know below.</p> tag:econsultancy.com,2008:BlogPost/68534 2016-11-23T16:00:00+00:00 2016-11-23T16:00:00+00:00 What are dark Facebook posts? Nikki Gilliland <p>You might have heard of <a href="https://econsultancy.com/blog/67529-the-rise-of-dark-social-everything-you-need-to-know/" target="_blank">dark social</a> or dark web – but this is something different.</p> <p>Let’s shine a light on the subject.</p> <h3>Social posts for select eyes only</h3> <p>A dark post is anything a brand might post on Facebook – such as a link, video, photo or status – that will only be seen by a specific or target demographic. </p> <p>Unlike a regular published post, a dark post does not show up on a brand’s timeline or on its follower’s organic newsfeed. </p> <p>Instead, it appears as an advert for some, but remains hidden to everyone else.</p> <p>You might have heard dark posts also being referred to as ‘unpublished posts’ – they are the same thing, a promoted and targeted post that is not published on your brand page.</p> <p>A similar option is available on LinkedIn.</p> <p><img src="https://assets.econsultancy.com/images/0008/1527/Creating_dark_posts.JPG" alt="" width="500" height="739"></p> <h3>Why do brands use them?</h3> <p>There are many benefits to using dark posts.</p> <p>The biggest is that unlike organic or boosted posts, they enable brands to carry out <a href="https://econsultancy.com/blog/67249-a-beginner-s-guide-to-a-b-testing/" target="_blank">A/B testing</a> without cluttering up their own pages and annoying users in the process. </p> <p>By tweaking headlines, call-to-actions and even the time of publication - brands can measure CTR’s and determine what kind of ads are the most effective and why.</p> <p>Further to this, it allows brands to ramp up <a href="https://econsultancy.com/blog/67070-why-personalisation-is-the-key-to-gaining-customer-loyalty/" target="_blank">personalisation</a>.</p> <p>With the ability to post dozens of ads without the fear of backlash, posts can be targeted to a user’s location, interests or previous online behaviour.</p> <p>The idea is that the more targeted they are, the larger the likelihood of engagement. </p> <p><img src="https://assets.econsultancy.com/images/0008/1529/FB_flyer.JPG" alt="" width="760" height="602"></p> <h3>Are they better than boosted posts?</h3> <p>A <a href="http://trackmaven.com/thank-you-2017-facebook-advertising-index/" target="_blank">recent report from TrackMavens</a> found that businesses are spending on average nearly twice as much on dark posts as they are on boosted posts.</p> <p><img src="https://assets.econsultancy.com/images/0008/1531/Dark_post_average_spend.JPG" alt="" width="750" height="514"></p> <p>However, despite this increased spend resulting in greater reach and more page likes, boosted posts appear to garner more engagement overall.</p> <p>The average boosted post on Facebook receives 643 total interactions, while the average dark post on Facebook receives 559 total interactions.</p> <p><img src="https://assets.econsultancy.com/images/0008/1532/Dark_posts_interactions.JPG" alt="" width="718" height="411"></p> <p>With the latter having more longevity - staying active for around 42 days - it appears that dark posts are being used as more of a long-term strategy for larger brands.</p> <h3>Should you use dark posts with caution?</h3> <p>While dark posts mean improved targeting and testing, brands do need to be wary that they don’t enter into ‘creepy’ marketing territory.</p> <p>Instead of increasing engagement, using super-personal details like names has the potential to alienate users instead of attracting them.</p> <p>However, if used correctly, these types of posts can undoubtedly be a valuable tactic for brands online.</p> <p>The chance to carefully measure how an ad performs, as well as tailor it to a target demographic, could easily outweigh the high cost and potential pitfalls.</p> <p>With a recent survey finding that <a href="https://www.iabuk.net/about/press/archive/15-of-britons-online-are-blocking-ads" target="_blank">46% of users use ad blockers</a> due to annoyance over irrelevant ads - it's sometimes better to be left in the dark.</p> tag:econsultancy.com,2008:BlogPost/68547 2016-11-21T15:30:00+00:00 2016-11-21T15:30:00+00:00 How advertisers are being exploited by fake news sites Patricio Robles <p>In many cases, these fake news sites were not intended to sway public opinion but instead to generate ad revenue for their creators.</p> <p><a href="https://www.buzzfeed.com/craigsilverman/how-macedonia-became-a-global-hub-for-pro-trump-misinfo">According to</a> BuzzFeed News, teens in a small town in Macedonia were behind more than 100 pro-Trump sites that were set up to capitalize on interest in Trump to, in some cases, generate thousands of dollars a month in revenue from advertising.</p> <p>And <a href="https://www.washingtonpost.com/news/the-intersect/wp/2016/11/17/facebook-fake-news-writer-i-think-donald-trump-is-in-the-white-house-because-of-me/">according to</a> a Washington Post report, one fake news site owner, Paul Horner, makes $10,000 per month from AdSense. One of Horner's sites, abcnews.com.co, features articles with the following headlines:</p> <ul> <li>Obama Signs Executive Order Declaring Investigation Into Election Results; Revote Planned For Dec. 19th</li> <li>Fireman Suspended &amp; Jailed By Atheist Mayor For Praying At Scene Of Fire</li> <li>Drug Kingpin Joaquin ‘El Chapo’ Guzman Escapes Mexican Prison For The Third Time</li> <li>Obama Signs Executive Order Banning The National Anthem At All Sporting Events</li> <li>World’s Biggest Starbucks Opening In Phoenix AZ: Roller Coaster, Underground Water Slide &amp; Robot Baristas</li> </ul> <p>While Horner says that he "like[s] getting lumped in with the Onion" and that there is "purpose and meaning behind" what he does, unlike the Onion, abcnews.com.co is arguably not a parody site.</p> <p>The domain and logo are clearly intended to play off of the brand of the real ABC News, and articles begin with AP, an obvious false reference to the Associated Press, which of course has nothing to do with the content on Horner's site. </p> <p>Despite the fact that Horner's site violates AdSense's <a href="https://support.google.com/adsense/answer/1348688">policies</a> against misrepresentative content, which cover "deceptively presenting fake news articles as real" as well as "falsely implying having an affiliation with, or endorsement by, another individual, organization, product, or service," Horner's site includes advertising from Google AdSense.</p> <p>On an article entitled <em>Donald Trump Tweets Image Of His Penis – WARNING: Graphic Content </em>that includes a fake photo of the president elect with the real ABC News logo, this author was served ads from brands like AT&amp;T, The Wall Street Journal and Panera Bread.</p> <p>Needless to say, none of these brands likely intended for their ads to show up on abcnews.com.co or this fake article.</p> <p><img src="https://assets.econsultancy.com/images/0008/1661/fakeabcnews.png" alt="" width="794" height="475"></p> <h2>Asleep at the wheel</h2> <p>That reputatable and supposedly well-policed ad networks are being used to serve ads to such low-quality sites, to the detriment of their advertiser clients, <a href="https://econsultancy.com/blog/68259-are-online-advertisers-wising-up-about-content-quality/">is not news</a>.</p> <p>But with big companies like Google and Facebook facing higher levels of scrutiny following the 2016 election, it's possible that the lackadaisical enforcement of their policies could start to become more problematic.</p> <p>While <a href="https://econsultancy.com/training/courses/programmatic/">programmatic</a> has increased advertiser focus on the concept of <a href="https://econsultancy.com/blog/68198-how-people-based-marketing-is-redefining-effectiveness-in-programmatic-ad-buying/">buying audiences</a>, and many brands have come to prioritize reach, there is growing evidence that content quality has a significant effect on campaign efficacy.</p> <p>For example, a comScore study earlier this year found that <a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">ads on premium sites drive 67% greater brand lift</a>.</p> <p>Another recent study found that ads following political ads <a href="http://www.mediapost.com/publications/article/287639/political-ads-found-to-suppress-effectiveness-of-b.html">had a negative impact on brand perception</a>, again demonstrating that content and context can be just important as who ads are shown to.</p> <p>Obviously, networks like AdSense, despite their increasingly obvious shortcomings, aren't going away any time soon, but the spotlight on fake news should serve as a wake-up call to the industry that there is a lot of unnecessary waste that needs to be dealt with for the long-term health of digital advertising.</p> <p>Both Facebook and Google have <a href="https://www.theguardian.com/technology/2016/nov/15/facebook-google-fake-news-sites-ad-networks">updated their ad network policies</a> to reaffirm that they'll be going after fake news sites, but how easy that will be achieved remains to be seen.</p> tag:econsultancy.com,2008:BlogPost/68494 2016-11-18T09:56:00+00:00 2016-11-18T09:56:00+00:00 How programmatic out-of-home can aid influencer marketing campaigns James Perrott <p>Everyone is looking for a method to create targeted content that audiences are searching for, through the right channels/publications which allow transparent measurement with positive ROI. Tough ask? </p> <p>One distribution option many brands probably haven't considered is influencer content delivered using <a href="https://econsultancy.com/training/courses/programmatic/">programmatic</a> out-of-home ads, which can be used to drive very specific actions among a target audience.</p> <p>Here's more on how it works...</p> <h3>Definitions</h3> <p>Definition of content marketing by the CMI:</p> <p>“Content marketing is about delivering the content your audience is seeking in all the places they are searching for it. It is the effective combination of created, curated and syndicated content.”</p> <p>Definition of influencer marketing by John Hall on Forbes.com:</p> <p>“Basically, influencer marketing is about providing product context and expertise through an inspirational person.” </p> <p>If we merge the two, we get somewhere close to Programmatic Influencer Content Marketing: “Programmatic influencer content marketing is about delivering the content your audience is seeking to a specific customer, in a specific context through an inspirational person.”</p> <p>Remember that, it’s what’s next – but it’s a mouthful...</p> <h3>Where is content moving towards?</h3> <p>Some enterprise-level businesses are now realigning their content efforts - more so internally - to focus on their current audiences. For example, Unilever <a href="http://www.campaignlive.co.uk/article/unilever-plots-in-house-branded-content-division/1410371">recently announced</a> that it is creating a brand-led content studio internally. </p> <p>U-Studio has been established to create content sought out by consumers that meets an immediate need related to a brand or product. </p> <p>The interesting part that I took from this announcement is the types of content that U-Studio will be creating - commonly-used content marketing material:</p> <ul> <li>How-to videos.</li> <li>Infographics.</li> <li>Ratings and reviews.</li> <li>Editorial.</li> <li>Product information.</li> <li>User-generated content.</li> </ul> <h3>Why content marketing is becoming static and dangerously close to not evolving…</h3> <p>Through a generic content marketing approach, the content types mentioned (infographics, editorial, etc) would be created and then syndicated online. This is very one-dimensional. </p> <p>Unilever could make a large push after the creation of this unit to robustly develop its content efforts into a more integrated programmatic approach that will attract a much wider audience. This is where out-of-home ads could come into play.</p> <p>For example, one of Unilever’s brands, TRESemmé, has just launched a new product range – Beauty-Full Volume. </p> <p>Instead of working with a few bloggers or vloggers and have their reviews distributed to their audience and reviews syndicated online, a much wider approach could be taken which would significantly enhance the reach of this content and drive serious results. </p> <p>This wider approach incorporates programmatic practices, and most importantly digital out of home (DOOH). Below is an example of how you can forecast eyeball capture from advert screens to shop location:</p> <p><img src="https://assets.econsultancy.com/images/0008/1555/map.png" alt="" width="944" height="508"></p> <h3>Why programmatic offers a new opportunity for influencer and content marketing</h3> <p>Working with bloggers and vloggers is hugely beneficial, more so with a wider distribution remit. TRESemmé will have its own personas for the typical customer/user and through using this information it could identify the right influencers. </p> <p>Below is the process that’s needed to run a successful, and targeted DOOH campaign:</p> <p><img src="https://assets.econsultancy.com/images/0008/1557/list_of_six.jpg" alt="" width="911" height="563"></p> <p>For example, let's figuratively say that Jane Smith (random person) is an influencer for TRESemmé’s targeted audience. </p> <p>A new approach could be to work with Jane Smith on a wide content campaign for the launch of the new product. </p> <p>The types of content that could be created for this launch are exactly those that U-Studio is designed to create. The syndication of ambassador/influencer led content is heavily limited to <a href="https://econsultancy.com/blog/65560-what-s-the-difference-between-paid-owned-and-earned-media/">owned and earned channels</a>, but being smart through paid channels could unlock large potential. </p> <p>By locating where TRESemmé’s audience largely hangs out in London, you could then repurpose this content. </p> <p>Through digital billboards, the brand could run campaigns showing the influencer and new product with a '50 metres to your nearest Boots’ call-to-action, pushing the target audience to a store where they can buy this new product.</p> <p>Alternatively, you could also include a unique coupon code for stores on the advert that appears on billboards to have a much more accurate measurement of performance of campaigns. </p> <p>This part of programmatic is called digital out-of-home and is geared up to target a specific audience through traditional advertising techniques; digital billboards, rotating banners at train stations, etc.</p> <p><img src="https://assets.econsultancy.com/images/0008/1554/ecosystem.png" alt="" width="903" height="364"></p> <p>Furthermore, if you were to launch this campaign with a challenge or <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/">user-generated content</a> element, such as showing before and after pictures of your hair with this product, you could push this through targeted billboards where you know the audience are located at times they will view this content - commuting, lunch hours, and so on. </p> <p>Through Bluetooth, we could even then begin to identify who went into the store from a nearby ad, not directly attributing it to that, but dig into data insight to see if there was an increase when adverts ran at times those personas were nearby. </p> <p>Testing the resonance that brand ambassadors have is always tricky, but if you have more than one, rotating these adverts could prove useful in knowing which has the most reach with your audience and drives sales.</p> <p>Similarly, using different competition ideas to decide which has the most potential for audience self-involvement, you would then be able to roll this out through owned channels such as social and by a blog.</p> <p>Alternatively, or as well as, we could also identify national papers, magazines or specific niche websites (fashion, sport, etc) where the audience spend their spare time through tools such as Global Web Index, Comscore, YouGov data and others. </p> <p>Using these publications, we can then begin to create campaign specific creative and push another portion of people through to the campaign content through these avenues. Due to the granular detail that can be used to target audiences through SSP and DSPs, these visits would be hugely valuable and most importantly, measurable. </p> <p>This more detailed targeting element of programmatic is becoming much more granular making it better for brands and advertisers. A recent example of this <a href="https://www.theguardian.com/gnm-press-office/2016/oct/04/guardian-programmatic-audiences-launches-with-eurostar-and-iprospect">is the partnership that The Guardian, Eurostar and iProspect have begun</a> in order to create an inventory that drills down to demographic, interest (luxury travel) and persona-based (business decision makers) targeting. </p> <p>This is a very specific audience that Eurostar can really tap into and drive much more relevant traffic.</p> <h3>Is this restricted to influencers?</h3> <p>Definitely not.</p> <p>Some of the best online campaigns are ones which involve real people in real situations. Using the before and after images in the TRESemmé example, a simple advert image could be created showcasing real examples on billboards with a similar call-to-action, which could have potentially greater impact. </p> <p>This programmatic approach with a designated hashtag could be part of a much wider campaign that has blogger challenges, infographics, how-to guides and editorial, all part of the more traditional content marketing approach. </p> <p>However, with this targeted approach in the out-of-home environment, a campaign will be able to reach a much larger number of eyeballs with real value associated to it through measurement of product performance.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68051-six-case-studies-that-show-how-digital-out-of-home-advertising-is-changing/"><em>Six case studies that show how digital out-of-home advertising is changing</em></a></li> <li><a href="https://econsultancy.com/blog/67414-is-this-the-next-step-in-programmatic-out-of-home/"><em>Is this the next step in programmatic out-of-home?</em></a></li> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of Influencers</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68399 2016-11-17T09:53:13+00:00 2016-11-17T09:53:13+00:00 Programmatic in China: Seven things to know Ben Davis <p>And for more on this topic, read our post on <a href="https://econsultancy.com/blog/68461-how-to-crack-china-with-programmatic-ad-buying-2/">how to crack China with programmatic ad buying</a>.</p> <h3>1. The market is big (as you'd expect)</h3> <p style="font-weight: normal;">Forrester research estimates display ad spending in China will reach $14bn in 2016.</p> <p style="font-weight: normal;">Programmatic is thought to take up around half of this spend.</p> <h3>2. 'BAT' rules the space</h3> <p>Baidu, Alibaba and Tencent (BAT) control around 90% of the programmatic market in China.</p> <p>Tencent Guangdiantong, for example, is Tencent's social ad platform that sits on top of WeChat and QZone.</p> <p>These three big players are so influential not just because of their control of valuable inventory, but because of the consumer data they can bring to bear in a market with very few third-party data management platforms (DMPs).</p> <h3>3. Demand-side platforms (DSP) are mostly local companies</h3> <p>Pick a big international DSP such as AppNexus and the likelihood is that it isn't active in China, particularly when it comes to programmatic direct.</p> <p>Some Western DSP providers in China use Google's ad exchange for <a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">real-time bidding (RTB)</a>, as Google covers a large majority of this type of Chinese inventory.</p> <p>However, most programmatic ad inventory is sold direct, not in an auction.</p> <p>Aside from BAT, DSPs are run by companies such as BiddingX, iPinYou and AdChina. </p> <h3>4. DSPs have their idiosyncracies</h3> <p>The programmatic tech landscape is complicated in any market, and in China there are a few notable quirks.</p> <p>Many big publishers in China own their own DSP and don't offer their private marketplace inventory anywhere else, leading to a fragmented marketplace. </p> <p>DSPANs (DSP ad networks) also exist. These ad networks that have developed their own DSPs can be difficult to distinguish and have achieved various levels of maturity.</p> <p>The wisdom of using a DSP to buy inventory from a network owned by that same company is worthy of debate.</p> <h3>5. DMPs are scarce compared to the West</h3> <p>Culturally, 'data' is not something the Chinese expect to pay for and DMPs are scarce.</p> <p>BAT are also careful about sharing their valuable data with external companies (such as DMPs).</p> <p>The lack of DMPs in the market means that DSPs often have access to first-party data, something which could be said to be a concern for advertisers, as they have less control.</p> <p>Some publishers offer inventory, second-party data (effectively a DMP), as well as their own DSP.</p> <h3>6. Ad fraud is obviously a problem</h3> <p><a href="http://www.rthree.com/en/insight/detail/bafRXC.html">A report by R3</a> in 2015 has estimated between 15-20% of China's 10bn daily ad-exchange impressions are by bots. </p> <h3>7. Brand display is slowly building</h3> <p>Most programmatic spend in China has been direct response (adverts that invite action, e.g. retargeting in retail), with brands slower to get involved with straight brand ads than in the West.</p> <p>In part, this focus on direct response has meant viewability and brand safety have taken a back seat, as advertisers prioritise clickthrough and conversion.</p> tag:econsultancy.com,2008:ConferenceEvent/841 2016-11-17T05:22:20+00:00 2016-11-17T05:22:20+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p> tag:econsultancy.com,2008:ConferenceEvent/840 2016-11-17T05:07:45+00:00 2016-11-17T05:07:45+00:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p>