Posts in Advertising

50,000,000 elvis fans can't be wrong

Whitbread and the power of social proof

Whitbread, owner of Costa, Premier Inn and Beefeater amongst others, has beaten profit expectations in their interim results published today, reporting a pre-tax profit of £216.1m, £3m over analysts' predictions.

You could blame the sheer ubiquity of its coffee branches, the powerful draw of a roadside steak or the sight of Lenny Henry’s beaming face for this success, however Whitbread’s head of customer relationship management (CRM) & loyalty, David Oliver would have you believe differently.

David Oliver believes that it is principles from human behavioural psychology that are driving customers through its doors. In particular, the art of social proofing.

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m&ms Halloween

Eight brands making the most out of Halloween


Got ya! I make absolutely no apology, I am a massive Halloween fan. If I could dress up like Jason Voorhees and knock on my neighbour's doors demanding handfuls of sweets all year round, I would.

If only the world's various brands had the same commitment. Then that ghostly M&Ms advert on the left would never have to disappear. Still, I suppose Christmas marketing has to roll out at some point, so this is all just a pipe dream. 

Let's take a look at which brands are making the most out of this most evil, witch-filled and sugar-high fueled of holidays.

Mobile marketing

Apps, email and search are among top mobile priorities for businesses: report

Consumer use of smartphones and tablets incorporates a range of different activities and behaviours, including search, email, social and the mobile web.

And a new survey has found that businesses are responding to this by developing their capabilities over a range of mobile channels.

When asked which mobile channels they plan on using during the next 12 months just over half (55%) said apps, followed by mobile advertising (51%), optimised emails (50%) and tablet-specific sites (50%).

Mobile search and commerce were also cited by precisely half (50%) of client-side respondents.


Has the affiliate channel outgrown the CPA last click model?

It's well known that the affiliate channel works on a cost per acquisition (CPA) model, meaning that when the desired action is completed, be it a sale, lead or quote,  the affiliate is paid.

To be able to attribute the sale to an affiliate there needs to be an agreed metric by which a sale can be attributed.

Typically this is a 'last click wins' model: if the last click is attributed to a particular publisher then they receive the commission.

chipotle logo

All PR is good! Chipotle’s tasty Q3 follows controversial scarecrow video

Chipotle’s recent financial results have revealed a successful third quarter of 2013 as compared to the third quarter of 2012, with revenue increased 18.0% to $826.9 million.

With the notorious scarecrow ad (and downloadable song and game and all round worthy cause) released on September 12th, it’s conceivable that the last three weeks have played a part in the strong financial performance.

The scarecrow video was released solely online, and has been viewed 7m times on YouTube. There’s a nice responsive microsite for the ad and game, too. ‘As an incentive for players to complete the game, Chipotle is providing food rewards redeemable at any of its U.S., Canada and UK locations.’ 

Never has a scarecrow started such debate. You can watch the ad below, and the delicious Funny Or Die parody. 


How to win at driving app downloads

According to Juniper Research’s latest report, they forecast that over 160bn apps will be downloaded globally onto smartphones and tablets in 2017.

Although the UK is the most expensive country in the world to drive app downloads, with 58% of the country owning a smartphone and 19% owning a tablet, the UK represents a lucrative territory to crack now and increasingly so in the next four to five years.

Here we’ll take another look at InMobi’s App Insight Report, released last week, and reveal some key insight and advice on how your company can best drive app downloads on mobile and tablet.

Hummingbird changed SEO forever

Has Hummingbird changed SEO forever?

When Google announced at the end of September that Hummingbird had been live for a month or so, many questioned how such a significant change could have happened without it having been detected earlier.

Amit Singhal, Head of Google’s ranking team, talked about Hummingbird being the first time a completely new algorithm had been implemented since 2001 and that it impacted 90% of search queries.

However, the visible impact of this algorithm change has been less significant than many recent algorithm updates, such as the May 2012 Penguin update.


Six advanced ad text testing considerations

Your adverts and their messaging are integral to your PPC success. Like the campaign itself, they need constant optimisation, revision and testing.

Planning is probably the most important part of ad text testing. Without a solid plan you are simply going to stick a load of messages out there and see what comes back.

This can lead to unfair testing practices and ultimately, worse results.

Find out what you should be considering when it comes to ad text testing...

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US mobile paid search spend up 66% year-on-year: stats

Marketers in the US are continuing to invest heavily in mobile paid search across Google and Bing/Yahoo, with the total spend on tablets and smartphones up 65.9% year-on-year to 28.7% of search budgets.

Taken individually, spend on tablets increased 87.6% compared to Q3 2012, while the increase on smartphone was 118.1% in the same period.

The increased investment is unsurprising considering the consumer shift towards mobile search and the recent roll out of Google’s Enhanced Campaigns. 

Data included in our own Mobile Commerce Compendium shows that search is one of the top three most popular smartphone activities behind email and making calls, so it’s inevitable that marketers will begin ramping up their investment in this channel. 

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nokia referral marketing

Referral marketing: how Nokia sends brand traffic to retail partners

You're a big brand but you don't sell from your website, so what can you do about it? 

Nokia is using its website, Facebook, email and even paid ads to push its brand traffic towards its retail partners.

Rob Durkin, Co-Founder and Head of Innovation at FusePump, spoke at this year's JUMP with Jonathan Lewis-Jones from Nokia, about how they've turned brand traffic into sales, despite not selling direct.

Below I’ll give some details of Nokia’s work, but first some general comments from Rob on the place for referral marketing.

Presentations from this year's Festival of Marketing are available to Econsultancy subscribers. You can access the JUMP presentations here.

Facebook ads

Facebook ads: ROI and conversions increase in Q3

Analysis of Facebook advertising performance in Q3 has found that the platform has improved across numerous key performance indicators (KPIs).

It comes off the back of a strong performance in Q2, when there were also improvements across the board compared to Q1.

The data from Kenshoo shows that CPC has dropped 9% in Q3 compared to Q2, while revenue per click (RPC) has increased 1.73x.

Similarly, the average conversion rate has increased 2.36x while revenue is up 2.16x.

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Six ways to optimise your search marketing for Christmas

With Christmas make or break for retailers how can they make the most of their paid search budget in the run up to the big day?

In these ultra-competitive times the peak Christmas period can be make or break for retailers. With up to 40% of sales happening around this time, under performance doesn’t just harm your company,  it could be fatal to your business.

Paid search is a proven way of delivering buyers to your website, but how do you maximise its impact, while minimising costs?

Based on Kour experience there are six steps to optimising your search engine marketing for Christmas success: