Posts in Advertising

Curate, shape and grow: cultivating your connected TV garden

When it comes to the Connected TV landscape, it truly is a wilderness out there.

Change in how we’re consuming media provides tremendous opportunity for both publishers and content creators looking to reach audiencea.

However, platform fragmentation and a myriad of technical and business constraints ensure that it’s never been so easy to get lost in the cost and complexity. 

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Don't be a mobile privacy creep. Eight top tips for marketers

Are you being a creep? If you're a digital marketer working with mobile then unless you've got your privacy plans sussed there's a good chance that your customers will think you are. 

As awareness of location data use increases (alongside the revelation that data might not be as anonymous as previously thought), consumers are becoming more and more wary about being tracked over their phones and other mobile devices. They also want to be reassured that any personal and financial data they input will be kept safely and securely.

Research earlier this year found that 66% of smartphone users are more concerned about their privacy on their phones than they were a year ago, while 79% avoid using apps that they don't believe protect their privacy online. 

Regulators are also taking a stand on mobile creeps. The European Union's privacy watchdogs have warned that users "must be in control of their own personal data" and those involved in developing mobile apps have a responsibility "to create a safe, secure and data-protection-compliant app environment".

Certain data protection bodies, who are authorised by their national laws to take action, can even impose fines on organisations that they believe are not fulfilling their mobile privacy responsibilities.

Faced with this consumer and regulatory climate, how can you avoid being a mobile privacy creep?

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Seven tips to help create awesome Vines

Video sharing app Vine turned 100 days old last week and according to new research it has proved to be quite the success.

Data from Unruly shows that five Vine clips are shared every second on Twitter and branded Vines are four times more likely to be shared than branded online videos.

It’s also interesting to note that weekends are the most popular time to share Vines and in most cases they are more popular than all the previous weekdays combined.

We’ve previously looked at fashion brands and football teams that have begun using Vine, as well as highlighting both good and bad uses of the platform.

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Announcing The Digitals awards shortlist

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So, after reading through a whopping 850+ entries, we have decided upon a shortlist of 156 for our Digitals Awards

All entries were judged during the first phase by Econsultancy's internal staff then sent to our external judges, comprised of some of the finest minds in digital marketing and ecommerce. 

The judges work at firms such as House of Fraser, John Lewis, Poke, Santander, LBi. BSkyB, Samsung and more (You can see the full list here). 

There have been some really fantastic things going on in digital in the past year or so, and we believe that the shortlist represents real innovation and best practice in our industry.

Well done to all who have been shortlisted, and commiserations to the others who just missed out (some by very narrow margins).

The winners will be announced at our Awards night on June 27...

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Digital Marketing for Charities

Five tips for charities to rock their digital marketing

Much of what is discussed within the digital marketing space tends to focus on getting the most out of digital to drive sales, enquiries and conversions.

And yet charities and non-profits are often overlooked by our industry writers when it comes to offering help in driving donations and building relationships with their stakeholders.

Over the past few weeks, Econsultancy has published a number of posts covering TwitterPinterest and Facebook and now I have five more general tips, put together as part of our recent digital training day for non-profits to help maximise their presence online.

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Loyal customers are key to online growth

Consumers can buy almost anything online from groceries to holidays, gadgets to clothing, even cars.

Ecommerce today is exciting, innovative, and profitable: last year U.S. shoppers made internet history when Cyber Monday sales topped a record-breaking $1.5bn in online sales.

According to comScore, it was the biggest spending day in U.S. ecommerce history.

But one of the cornerstones of retail, be it online or in physical stores, has always been turning one-time shoppers into regular customers. What's the best way to do that?

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Performance marketing in the UK: three 2013 observations

UK affiliate marketing has gone a long way since its inception. It has become more mainstream, and altogether more complex.

And regardless of all the challenges, it now offers (both advertisers and publishers) more opportunities than ever.

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Is it time to review the small print in your affiliate network relationships?

Successful ecommerce thrives on working with the the best business partners that ensure you stay one step ahead of your competitors, but over the last decade things have become pretty stagnant in the affiliate channel when it comes to service provider choice.

Large brands tend to review their affiliate network provider every two to three years and differentiation between service providers has become harder to see.

A worrying trend has arrived driven by a lack of innovation. In order to lock in market share contracts have been increasing and the small print surrounding notice periods has been growing. 

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Are you getting personal with your customers?

M&S Virtual Makeover CounterContent is king. This phrase might have been around a long time, but it’s still applicable to marketing. Of course, nowadays it’s only truly valid if the content is personalised.

Otherwise, the message just won’t get through to your audience.

As technology progresses and new digital channels are adopted, targeting becomes more sophisticated, which makes personalisation even more critical.

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46% of consumer goods marketers use mobile ads for brand awareness

Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.

Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.

Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.

Much of what we do on mobile devices is location-based and a recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.

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10 interesting digital marketing stats we've seen this week

Here are some of the most interesting digital marketing stats we've seen this week.

Stats include online video ads, tablet commerce, multi-screening, email marketing, in-store Wi-Fi and mobile commerce.

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

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With PC sales declining 14% in Q1 of 2013, digital marketers should move half their budget to mobile now

With the PC officially in decline, mobile is clearly now the platform of choice for most digital services, including commerce, music, entertainment, banking, and communication. But advertisers and marketers have failed to keep up with consumers and continue to spend heavily in traditional media such as television and PC web media such as search or display.

Gregory Kennedy, Vice President of Marketing at TapSense, shares with us in this guest post why digital marketers should move half of their budget towards mobile advertising right now.

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