Posts in Advertising

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Facebook ads undervalued by last click

Last click attribution models undervalue the contribution of Facebook ads by up to 30% in cross-channel advertising campaigns.

The last click attribution model, which credits the last ad clicked before a sale or other conversion with all the value for that conversion, is still widely used to measure the contribution of advertising.  

However, a recent Kenshoo study focused on Facebook advertising helps expose its weaknesses.

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The nuts and bolts of programmatic marketing (part three)

My last post covering the mechanics that underpin programmatic media provoked some interesting questions.

In particular, the following comment...

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Everton Gap logos beforeafter rebrand

Rebranding: how they got it wrong, how they got it right

Any brand manager will be only too well aware of the pressures that go with a rebranding exercise.

But the recent run of high-profile rebranding launches that have backfired badly, including Everton FC (as reported in Design Week recently), has pointed up even more sharply the need for caution and prudence in brand implementation.

Here are four examples of recent rebranding initiatives that make the point, not from a subjective design perspective, but in terms of consultation, brand-customer interaction and implementation.

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Why Twitter may be set to take Facebook's crown

With news in the tech, marketing and startup world dominated by Twitter’s impending IPO, many commentators and potential investors are asking themselves whether they should jump in feet first or wait to see if we have another Facebook IPO on our hands.

Up until recently, there were pretty much two common expressions to illustrate the idea of something that doesn’t exist: hen’s teeth and unicorns.  

In 2013 we can now also add 'advertisers that acquire new customers from Facebook' to this list.

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Creating integrated marketing experiences requires an internal focus first

As many marketers know today, both digital marketing practices (the channels that can be used, ways to communicate, etc.) and technology advances are evolving more quickly than marketers can keep up with in this ever-changing world.

This is creating an environment that causes many challenges, and a main goal that many executive teams are striving for is the creation of truly integrated marketing experiences across all channels.

The word 'integration' has been a hot topic at technology and marketing conferences around the globe, but the harsh reality is that this very thing that most companies are striving to achieve isn’t happening easily.

In working with executive teams in many different verticals, the basis for the problems in creating this integration is that brands aren’t taking a close look as to what is happening inside of their businesses.

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Six creative examples of product videos to inspire your own efforts

Product videos are a very effective online sales tool as they give a better view of the item and help to answer any queries the customer might have.

We’ve previously blogged a number of case studies from retailers that have boosted conversions by as much as 160% by using product videos, so the potential impact of the feature shouldn’t be ignored.

But the precise use of video will differ depending on what you’re trying to sell, as clothing retailers will obviously have a different sales pitch to a software vendor. So with this in mind here are six examples of businesses that got creative with their product videos.

And to find out more about how to get creative with marketing, come to Econsultancy's Punch event. Curated by Creative Review, Punch showcases the best of insight-driven creative and forms part of our week-long Festival of Marketing extravaganza.

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#Vine Challenge: can you do better than us? Win a Festival of Marketing pass! #FoM13

How would you like to be plastered over the Econsultancy blog and win a Festival of Marketing pass or a ticket to the wrap party?

We're giving you the chance to make a vine referencing the upcoming Festival of Marketing and win a ticket to the whole festival (worth £495) or the Marketing Frenzy party at Fabric in London.

Read on for the rules and get vining!

If you don’t know about the festival (where’ve you been?) check out the main events and the Fringe and Frenzy on the Festival of Marketing website.

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QR codes: the good, the bad and the ugly (reprise)

QR codes, though a potentially useful device in the marketer's armoury, have been undermined by overuse and downright bad execution. 

While they can be used effectively, it's generally easier to find bad and terrible examples of QR code marketing, normally the result of poor placement, or landing pages that just don't work on mobile. 

So, it's a mixed bag, as the examples below demonstrate...   

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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.

Stats include display advertising, content marketing, Facebook ads, omnichannel retailing and the continued growth of ecommerce sales.

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

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Seven tips to increase engagement with your video ads

Econsultancy showcased stats revealing that interactive online video ads are twice as popular among UK advertisers as their global counterparts and Britons are 60% more likely to interact with them. 

So how can advertisers minimise the disruption consumers feel with video ads but maximise interaction?

The seven tips below helped us hit a dismiss rate of just 11% globally for interactive pre-rolls (YouTube/Google’s TrueView dismiss rates are 55%-85%).

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Marketing automation: how it works and why it's important for modern marketers

Marketing automation is a powerful tool for brands as it allows them to create a rich profile of their audience and use targeted marketing messages to help drive conversions.

In order for automation to work effectively data must be turned into insights that help to create strong customer lifetime value models and optimise marketing messages.

Digital channels provide new and valuable sources of data and customer insight that can be acted upon in real time.

This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.

So to find out more about how businesses can better understand marketing automation, I spoke to Oracle's EMEA marketing director Sylvia Jensen...

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First direct’s platypus: is humour still a risk?

‘Firstdirect is like the platypus of banks, a little bit different’. This is correct, and the ad can be considered a televisual success.

However, online, apart from a well-deployed and anonymous teaser video, the campaign’s lack of fecundity is its main similarity with the platypus. 

I’ve had a little look at this curate’s egg of a campaign, with some good and bad bits revealed.

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