Digital Marketing Blog

How much longer will events be the most effective demand channel?

Almost half (47%) of trade-show visitors go with the express plan of buying within 12 months of an event, and fully 81% of attendees can make the final call or recommend on purchases.

So why aren’t marketers more aggressive in the lead up to events?

by Cielo Lutino 20 May 2013 16:58pm 0 comments

Takeaways from our #IMW13 Hangout: Channel integration

We've been enjoying bringing thought and discussion around the key themes of Integrated Marketing Week to our subscribers and blog community early with Google+ Hangouts.

If you missed last week's video expert series on channel integration, catch up with a quick read on some of the key points here!

by Ryan Sommer 20 May 2013 14:53pm 0 comments

Q&A: Microsoft UK's Head of Digital on the complexity of running multiple sites

Mark Johnston is responsible for an array of Microsoft UK websites and blogs aimed at both businesses and consumers.

Below, he talks about the complexity of meeting the needs of numerous stakeholders and personas, and how his team has developed a framework of responsive web templates partly as a result of exponential mobile traffic.

by Linus Gregoriadis 20 May 2013 13:21pm 0 comments

Organic posts are most popular social tactic but paid ads are more successful: report

Despite the marketing potential that exists in social networks there has always been an element of doubt over the efficacy of buying social ads.

Some of the most convincing arguments against social ads are that people don’t want to be sold to while they’re socialising and that you can’t always trust the validity of personal data on networks like Facebook.

In fact our own head of social Matt Owen recently blogged about the problems he encountered with gauging the success of Promoted Posts due to poor targeting tools and fake profiles.

But a new report from Kenshoo shows that although organic posts (such as maintaining a branded Facebook page) are the most popular social tactic, paid ads actually proved to be the most successful approach.

by David Moth 20 May 2013 12:16pm 0 comments

Cross Device Measurement in Google Analytics will turn mobile marketing on its head

At Google's annual I/O developer conference, an important new feature to Google Analytics was announced that's going to turn mobile marketing on its head.

Built on the back of the new Universal Analytics platform and its baked-in ability to track users across sessions and devices, Cross Device Measurement is like Multi-Channel Funnels for devices.

And it's huge....

by Damion Brown 20 May 2013 11:41am 3 comments

11 ways to improve the navigation on your mobile site

Navigation is central to the mobile user experience as visitors want to be able to find what they’re looking for or browse your wares with little fuss.

If they have to struggle with confusing menu options and numerous barriers then they’ll become frustrated and jump ship to one of your competitors.

A new report investigating consumer opinions of mobile commerce has found that there is still a perception that the mobile web offers a poor user experience.

More than a third (37%) of respondents in the EPiServer survey agreed that many mobile websites are difficult to navigate, an increase from 32% in 2011.

With this in mind, here are 11 tips for improving mobile web navigation...

by David Moth 20 May 2013 11:05am 3 comments

The potential of addressable TV advertising

Are your rivals going to let viewers respond immediately to TV ads on their iPads, while your ads just hope to be remembered?

Second-screening, where consumers use mobile devices while watching TV, presents great opportunities for brands, retailers and financial services, and is on the increase.

by Tony Duarte 20 May 2013 10:36am 0 comments

How to hold a great Google+ on-air Hangout

In the run-up to our Integrated Marketing Week event in New York on June 10th, we’ve been holding a series of Video Expert panels over on our Google+ page.

As with any barely tested, slightly-wobbly video technology, we’ve had a couple of hiccups along the way.

Fortunately we’ve learned from our mistakes, and now you can too. Here’s how to use the new look Google+ to hold a great On Air hangout...

by Matt Owen 20 May 2013 10:01am 1 comment

Influencer marketing is the new Eldorado: who will lead the gold rush?

In this two part post, I’ll cover the rise of influencer marketing as a promising practice for social businesses and how to win the race to seize its benefits.

This first post will detail why influence marketing will enjoy very strong increases in marketing investment from brands in the coming years as they will realize it is a key element of their digital communication strategy.

by Nicolas Chabot 20 May 2013 09:08am 0 comments

IMW 2013 Econsultancy Hangout: Measurement, analytics, and attribution: part two

On Tuesday, I posted a first half summary of the Econsultancy Hangout I participated in with Jim Sterne and Tom Cunniff (moderated by Econsultancy’s Stefan Tornquist) on Measurement, Analytics, and Attribution.

Rather than summarize the entire second half of the Hangout, I wanted to focus part two on a great discussion we had on changing incentive structures to create an organizational culture of integrated digital marketing and attribution.

by Jon Baron 17 May 2013 16:16pm 1 comment