Posts in Advertising

Three steps to mobile marketing mastery

Mobile marketing involves much more than big budgets and a mobile-optimised website.

In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.

As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.

How misusing Tumblr might hinder your connection to the teen demographic

Back in June 2012 Tumblr creator David Karp and his team publicly announced a more focused attempt at getting advertising on people’s dashboards. 

One of the first brands to trial the paid service was Adidas, however it is definitely not the best as proven by the low amount of ‘re-posts’ it receives.

Showrooming in store

So your customers are showrooming? Big deal

Ever been in a shop looking at the most recent iPhone or the newest DVD release and wondered if it’s cheaper somewhere else?

I recently discussed showrooming on a panel session at IMRG Connect and more than half of the audience admitted that they’d done it. 

Measures of digital marketing ROI are meaningless unless ads are viewable

If you have the sneaking suspicion that your digital ad spend isn’t working hard enough, it turns out you’re probably right.

Hundreds of millions of pounds and dollars are being wasted each year on digital ads which are served but never viewed.

New figures from comScore show that more than half of digital ads (54%) are never seen by consumers. It’s a colossal waste, and demonstrates the need for brands and marketers to reassess their digital marketing approach.

Video advertising on mobile

How to make the most of video on mobile

This article is about; well you guessed it, video. I’m a massive fan of multimedia, and any form of combining text, audio, still images, animation, interactive content forms and most importantly, video.

The Chairman of the Newspaper Association of America stated "as newspaper penetration falls... the culture itself moves from textual to visual literacy”.

Wikipedia will tell you that “video recorders were sold for $50,000 in 1956, and videotapes cost $300 per one-hour reel”. That’s a barrier to entry right there.

It’s no surprise that advances in technology have eliminated (nearly) all barriers and allowed, practically anyone, to capture, store, edit and transmit video clips from multiple devices to each and everyone.

Combining the lowered cost of production with the rise and availability of multiple platforms and channels, it’s clear that video is ripe with possibilities. 

Five ways that video can boost your digital marketing campaigns

The benefits of video in the ecommerce arena are well known – no other approach generates engagement and sharing, boosts search traffic and conversions to the levels that video does.  

But there's more to video than just creating and posting product information. Are you doing everything you can to make the most of these incredibly valuable assets?

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.

Statistics include Enhanced Campaigns, on-page SEO, mobile content, Google Play, and football's most social team.

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

car brands digital

Eight digital campaigns from the world's best and worst selling car brands

With in-car radios quickly being replaced by Spotify, car manuals being PDF’d onto iPads and QR codes in magazines taking you straight to the mobile site for the manufacturer, it’s apparent that the digital transformation of the auto industry is taking place right now.

Ford, Chevrolet, Volkswagen, and Toyota are all selling amazingly globally, but one of them isn't performing as well in its digital marketing efforts.

In contrast, Smart, Suzuki, Fiat, and Daihatsu are floundering in terms of sales, but one is doing far better online than in the stores.

burger

Six delicious YouTube channels from food brands (and two yucky ones)

Like takeaway food, online video can be consumed pretty much anywhere.

Engaging video, with its heritage in television programming and advertising, is eminently sharable through social media, and can be staggeringly successful, or altogether lacking in umami.

So, which brands are using video, and YouTube in particular, to great success? How have these brands approached the creative in shareable content, and who has yet to nail it?

10 inspiring digital marketing campaigns from Coca-Cola

Coca-Cola has achieved some notable successes in digital marketing, not least its massive following on social media and various polar bear campaigns.

As such I thought it would be interesting to round-up 10 of its most interesting digital initiatives, some of which involve massive global campaigns while others are unique local examples.

This post follows on from similar articles focusing on McDonald’s and Nike.

And for more information on Coca-Cola’s digital strategy, checkout our blog posts looking at how the brand uses the four main social networks and how it used co-creation to crowdsource marketing ideas...

10 great examples of responsive design from around the world

Responsive design as a standard feature on a website is growing quickly.

There is no longer much of a debate over whether brands need a mobile site, as consumer demand dictates that sites need to be optimised for small screens.

The choice now is between a dedicated mobile site, an app, or responsive design. 

So to show how responsive design can be applied in practice, here are 10 examples from around the world...

Emotion: The elephant in the room for marketers?

Imagine that you are standing in the beer aisle in a supermarket. You want to pick a lager among a whole range of similar looking brands.

One name stands out to you. You may remember drinking it when you went to Croatia that summer. You drank beer at the beach. You had an amazing time. Nothing ever tasted better and more refreshing.

This may be an active memory and you actually picture yourself at the beach. More often than not, you’d already have put the six pack into your basket, not knowing why you picked it over the others.

A flawless, rational decision or one driven by how you felt?