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Are Brits over-critical of online advertising?
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A recent study published by the digital marketing software provider, Adobe, has indicated that UK consumers are among the most critical when it comes to online advertising, Marketing Week reports.

It found that 27 per cent of UK-based consumers believe, within the last three years, digital ads have ‘got worse’, ahead of France (22 per cent); the US (20 per cent); and Germany (18 per cent).

Product marketing manager at Adobe, Julia Soffa, commented on how ‘cultural reasons’ could be down to the UK’s criticism of online ads: “The volume of advertising and opportunities to be targeted by a brand are higher in the UK than the US. People in the UK see more ads and there are more touchpoints so they are more likely to be critical. Generally Europeans are more sensitive than Americans to being bombarded by advertising.”

Furthermore, 54 per cent of UK consumers describe online advertising as ‘ineffective’, compared to Germany (52 per cent); France (51 per cent); and the US (43 per cent).

 

Read more on the research here

Guest Blog, Jenny Bernarde: Social media marketing to grow your business…
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We all head to Facebook or Twitter when we need a bit of downtime and businesses are no different, spending large amounts of time and money on social media every year. As such, this sector is forever changing, matching the needs of both users and businesses with their sophisticated social media marketing.

Not only are social platforms like Facebook, Twitter, Instagram and Snapchat evolving with technology – such as new capabilities for live or recorded video – but behind the scenes, social media channels are adapting APIs to create new methods for businesses to best reach their target audiences.

 

What makes an effective social media strategy?

A social media strategy isn’t just creating quality, engaging content anymore. Instead it also focuses on creating shareable content and using intelligent targeting to get your posts in front of the right people.

Promoted posts are available on Facebook, Twitter, LinkedIn, and now Instagram. Each platform has a variety of ways you can push your content further to the people who may engage and convert, targeting your posts to your audience’s age group, their location and their interests. Simply create and audience persona, which can involve a variety of interests, habits and hobbies, and promote your content using the relevant targeting options.

There’s plenty of opportunity to widen your audience base and grow your business through Facebook custom audience marketing. The options for targeting your content and ads on Facebook have grown significantly as Facebook has become one of the top platforms for marketing, particularly within the B2C market.

You can create custom lists using email addresses from your own database, or track those who have visited your website and deliver your ads directly to these people. There’s also the option to create a lookalike audience, in which Facebook will take the interests and other attributes from profiles of your custom audience list and match these personal qualities to other Facebook profiles within a percentage of the country.

Remember, it’s always worth testing ads to audience groups and working out the success based on audience engagement metrics.

 

What are the similarities between search and social marketing?

It’s important to consider search marketing when working on your social media campaigns, as there are some strong similarities between the two.

Paid advertising on social media can complement your Google AdWords campaigns and vice versa. If you start with a PPC campaign on Google – testing which audiences work and which do not – this data can be reflected through similar targeting on social media. Paid advertising also means you have control over how your adverts and your brand looks, instead of the appearance of organic search results that are defined by Google.

If you’re only relying on strong organic results, social media is the best place to put your products in front of the right people, instead of waiting for them to search for, and find your business. If your business suffers from seasonal peaks and troughs in organic search throughout the year, you can rely on social media marketing to drive traffic to your website all year round.

 

What are the best platforms to use?

The best platforms to use will depend on the nature of your business. If you’re a B2B business, then LinkedIn has a vast audience for B2B marketing, giving you the option of targeting specific companies, job titles and employment skills. However, it is worth trialling ads on Facebook, Twitter and Instagram to discover relevant audiences away from a work environment.

For B2C companies, Facebook’s advanced marketing platform is a good place to start. Even a small amount of marketing budget can increase the reach of your posts, boost engagement and drive relevant traffic to your website.

Facebook and Twitter are continually advancing their advertising platforms, with the capability to create custom audiences and retarget ads to website visitors. Facebook’s recent purchase of Instagram means you can also create ads, or replicate your Facebook ads on Instagram, using Facebook’s advance database and clever targeting options on this channel too.

 

Jenny is the social media lead at Bozboz, a digital marketing and web design agency based in Brighton. She manages social media for a variety of clients across a range of platforms. Her specialism lies in paid social media marketing for both B2B and B2C clients.

Industry Spotlight: Instagram Insights – too late to the party?
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Last month, the platform launched Stories, last week (August 15), it launched Business Tools, and this week (August 31), it announced users can now zoom in on pictures. It seems like the platform is pushing out updates left, right and centre.

“So? These functions have been around for years on other platforms”, I hear you say. And you’d be right.

In fact, when the Business Tools and insights analysis function launched last week, I was slightly taken aback by the excitement it caused in the marketing industry. Of course, it’s great news and absolutely enables marketers to better target core audiences, but being truthful, as marketers, we should have been frustrated that it took this long – this function should have been around from the start.

With over 200,000 businesses already using Instagram for advertising, it makes me shudder wondering how these adverts managed to create relevant content for its customers, if at all.

So what exactly is Business Tools?

In amongst features such as business profiles, contact buttons and the ability to promote certain posts, Instagram’s new Business toolkit allows brands to gain insights into posts, such as which ones perform better than others and with which demographic.

This analysis is invaluable to brands. With insight, a brand’s reach, frequency rate, success of product discovery and customer loyalty can all be gathered. Knowing which posts work and using data to determine a change in direction (or not) is the critical key to a compelling, engaging and successful platform strategy. 

For Instagram, it couldn’t come soon enough

While insight analysis on Facebook and Twitter has been around for years, it’s difficult to comprehend how brands have managed to create consistent marketing strategies across social platforms until now.

Official figures released in June (2016) revealed the platform now has half a billion registered users, double the amount it had two years ago.

And with more than 300 million people using the service every day, it is vital brands get their strategies right, especially if you’re targeting the 90 per cent of users who are under 35. When stats show that 28% of users under 35 have purchased a product as a direct result of viewing it on the network in the last six months, it’s easy to understand why nailing Instagram is essential. 

In this era of purpose where visual content triumphs over written, and the need for brands to talk with consumers, rather than at them is integral, Instagram, although half a decade old, still offers a fresh approach to help brands tell visual, authentic and transportive stories.

So what’s next for the platform?

It’s taken six years for the platform to get up to speed with its competitors, namely Facebook and Twitter, with its recent introductions, and no doubt there’s stiff competition from the likes of Snapchat and, although in testing, Lifestage.

But on such a roll, and now on par on its biggest competitors, its fair game what comes next.

 

Words by Nina Sawetz, PR and communications consultant

 

As head of Editorial for Bottle, Nina leads PR strategy and comms activity for the agency’s consumer division, and has extensive experience working with brands including Goodyear, Poundland, Interflora, Golden Wonder and AXA PPP healthcare.

 

Nina also runs FuturePR.co looking at ongoing trends and the changing landscape of PR and communications.

 

Contact Nina at nina.sawetz@wearebottle.com, and via Twitter @BottleNina or @FuturePRco.

Forum Insight: 5 top tips to closing big money deals…
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There are a number of viable reasons as to why decision-makers across a broad range of sectors ultimately lose out on big money deals; many overlooking the simplest of techniques that can either make or break a business relationship. Here, we break down the fundamental tips to help you sell your services…

  1. Let the client do the talking

Inevitably, to provide the very best service for your existing and potential client base, it’s crucial to find out exactly what the client is looking for. Don’t be afraid to ask as many questions as you can to hone in on what their needs are. By asking questions, not only will this benefit your end by acquiring a better understanding; however, the client will also feel they are being productive and part of the solution.

  1. Personalisation goes a long way 

    Remember that clients say things for a reason. If they volunteer that they can’t talk right now because they are getting ready for a social event taking place on a Saturday; on your follow up call, ask them casually how the event went. Although you shouldn’t pry or send a gift, by casually asking about the event, you show that you pay attention to details. Knowing how successful the party was will prepare you on how to approach the conversation.

  1. Be enthusiastic

Your client feels passionate about what they do, and if you show that you are passionate and enthusiastic about providing them the solution they want, you’ll get the client on board. An enthusiastic attitude is sure to open many doors for you.

  1. Play it simple 

    Speak to them on their level, not yours. Keep the conversation simple and get straight to the point. If your client understands what you can do for them, they are more likely to hire you. If you try and dazzle them with industry speak, you’ll lose them, and lose the contract. You may find that if you are speaking to a perspective client on the phone, stand up. For many people, standing makes them get straight to the point. 

  2. When should we get started?

A straightforward ‘yes’ or ‘no hinges on far more than just the specific closing sentence or question, reps often struggle with wording their deal denouements. Does this sound too pushy? Too weak? Should they ask a question, or use a statement instead? But just like there’s more than one way to peel an orange, there are several strong ways to close a deal.

More marketers turning to Facebook with paid-for marketing budgets…
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In a survey collecting opinions on organic and paid-for marketing from 300 social media marketers, the B2B research and marketing firm, Clutch, found more than 60 per cent are approaching Facebook with paid-for marketing budgets; with the video platform YouTube coming in second at 34 per cent; 33 per cent for Twitter; and LinkedIn amounting to 30 per cent of paid budgets.

Although the majority of respondents (80 per cent) generally opt for a combination of organic and paid-for marketing, there are companies that have chosen not to use paid-for (13 per cent), despite 60 per cent claiming paid-for social media marketing is much more effective than organic.

In addition, the survey also acknowledges some significant differences between the social media marketing of B2B and B2C; however, both sectors are using the mediums in the same context.

Read the full survey here

Could Snapchat be moving from apps to hardware?
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The photo-sharing app, Snapchat – which is considered to be the most popular social networking platform among teenagers – has strongly indicated that it could be making the transition to hardware devices from apps; joining  a Bluetooth consortium that manages the ‘wireless standard’.

The app, which is reported to have acquired 150 million daily active users, is fuelling speculation from initial industry discussions back in March that experts from Logitech and Nokia had joined the Snapchat team to work on development plans for new hardware products, and is now listed as a member of the Bluetooth Special Interest Group’s website. It is thought that they are planning to create a pair of augmented reality (AR) glasses.

It has also been reported that the social networking app will be introducing a behavioural targeting tool, in a bid to attract more advertisers. Brands using the social media network to advertise will be granted access to personal user data in order to provide more personalised and relevant campaigns.

Read more about Snapchat’s potential hardware plans here

Marketers not using full annual leave entitlement, research claims…
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According to recent research from the specialist professional recruitment consultancy, Robert Walters, almost 25 per cent of UK-based marketers are not using their full annual leave entitlement.

The ‘Career Lifestyle’ survey revealed a substantial 27 per cent admitted to not using their annual leave allowance last year; with the most prevalent reasons cited being that there was ‘too much pressure’ to complete ongoing projects; as well as feeling they were not allowed to take time off work; and a further 10 per cent fearing they would fall behind with their work.

B2B Sales and Marketing manager at Robert Walters, Stuart MacSween, said: “Across a range of industries, reviews of digital marketing strategies in particular have been common, as businesses look to keep pace with changing technology.”

He continued: “As a result, marketing professionals are often under pressure to deliver these projects to tight deadlines as employers look to take advantage of new developments in digital and online platforms for marketing purposes. However, if these projects are not managed effectively it is easy for marketing teams to become overworked, struggling to take their allocation of annual leave. In turn, this may leave staff running the risk of suffering from burnout, lowering productivity and staff morale.”

Surprisingly, just 16 per cent of marketing companies offered some form of compensation to their employees for any extra hours worked, either through the mediums of time off in lieu or overtime pay.

Ted Baker optimising its social channels with new ‘Mission Impeccable’ campaign…
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The British luxury fashion chain, Ted Baker, is reaping the extensive benefits associated with social media marketing with the recent launch of its brand new James Bond-themed campaign, ‘Mission Impeccable’.

As well as sharing ‘classified documents’ (picture sharing) via its existing social media channels including Twitter, Instagram and Facebook – where customers can participate in an online scavenger hunt and decode – the campaign comprises of a film directed by Guy Ritchie which enables consumers to click and purchase the autumn/winter clothes that the actors are wearing.

Google also takes centre stage with the inclusion of a prize giveaway to those who read a phrase displayed on Ted Baker store windows to the Google Voice app, which generates clues before a prize is awarded.

 

Learn more about the Mission Impeccable campaign here

Guest Blog, Jill Brittlebank – Christmas in August: Festive proofing your marketing
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The early bird catches the worm – and for marketers, it’s never too soon to start thinking about Christmas. A recent study of Apple users in the US found that the majority spend only three seconds viewing an email at the best of times, and consumers aren’t any less time-crunched on this side of the pond. Competition for a share of the customer’s wallet is only set to get fiercer as we approach the gifting season, so how can brands break through 2016’s peak inbox clutter?

 

Combatting email exhaustion 

Overall email volume increases by 25% during the festive season, making it tougher than ever to achieve consumer cut-through against your competitors. In a highly saturated market, then, content needs to be creative and engaging enough to draw the reader in.

Packing emails with smart content will not only help brands to stand out from the crowd. Shifting away from the expected, heavily promotional approach to a more inspirational, content-led alternative will also help brands to develop a more genuine relationship with customers. And don’t be afraid to show them the true personality behind your business, as the better they feel they know you, the more loyal they are likely to be.

 

First impressions count

You only get one chance to make a first impression and, in the world of email marketing, subject lines are everything. According to research by the Convince and Convert blog, one in three recipients decide to open an email based on subject line alone. So make it sharp and snappy to draw in the biggest crowds.

And don’t hide your engaging content behind a boring format. Get creative with your presentation, using tools like animation and interactivity to tempt the click-throughs that will ultimately lead to higher conversion rates.

 

Making the most of mobile  

This past Christmas, more than 40% of ecommerce sales were made on mobile – and as our dependency on smartphones increases, this number is only set to rise.

Also crucial to your Christmas campaign, then, is creating device-responsive marketing to accommodate customers who are shopping on-the-go. Marketers must make sure their offers are as appealing on mobile as they are on desktop, whether that’s through channel-optimised creative, tailored offers or punchier editorial.

Design wise, brands should also tailor navigation for the thumb-user. This could include using sticky banners to help reinforce a message to consumers, which stay put as the recipient swipes up and down; introducing swipe to like; or adding the “hamburger” button to view collapsible content.

 

Last Christmas…

Marketers will also benefit from using feedback from their 2015 campaign to help inform this year’s strategy. Creating an aggregated report of past activity – including best and worst drivers for opens, click-throughs and conversions – will ensure businesses learn from their mistakes and successes alike.

Any marketer worth their salt knows the key to a successful campaign involves fastidious planning. And at retail’s busiest time of the year, the stakes at Christmas are higher than ever. But testing opportunities in the months ahead will help push creative and technical executions. This creative pre-planning, including factoring in potential teething problems, will make sure all kinks are ironed out well before emails hit inboxes.

 

Zeta will be hosting a webinar for UK marketers on Wednesday 31st August – register here for more tips, helpful how tos and best practice examples to make the most of your Christmas campaigns. 

 

Jill is the senior director of Strategy and Analytics at Zeta Interactive. She has extensive knowledge of data driven communications and customer journey planning across direct, digital, social and offline. Jill is a seasoned CRM professional with over 20 years of experience working in digital marketing.

Industry Spotlight: Planning the perfect Christmas campaign…
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It may feel like summer has only just arrived – we’ve barely had a chance to use the BBQ – yet with almost half a million searches for ‘Christmas’ on eBay.co.uk during August last year, marketers need to be ready for keen shoppers setting their sights on the festive season.

At eBay, thanks to the wealth of behavioural data observed from our 19 million monthly users, we have a unique insight into how the UK really shops. And when it comes to Christmas, there are some golden rules that every marketer should take into consideration.

 

Know your audience

When planning Christmas campaigns, it’s easy to rely heavily upon stereotypes, for example assuming that women have everything bought and wrapped months in advance, whilst men spend Christmas Eve madly dashing out to track down a bottle of that ‘favourite perfume’.

But with so many brands competing for consumers’ attention, it’s never been more important for marketers to really know the wants and needs of their audience. Stereotyping is at best a waste of ad expenditure, but at worst insulting and can quickly alienate potential customers just as much a poorly developed creative.

By using observed data into shoppers’ previous buying habits, marketers can look out for the relevant signals from their customers and react to them at the right time, rather than trying to second guess their next move. Smart marketers can use these insights to identify and target the early shoppers, who will then act as strong brand advocates for those shopping later in the season.

 

Remember one size does not fit all

Not only is it important to know who your audience is, it’s also crucial to know when they are shopping. Our data shows that whilst searches for Christmas-related items steadily increase from August onwards, the peak windows of opportunity come for different categories at different times.

According to our Christmas Tracker, clothing is often the first thing on shoppers’ minds, with ‘Christmas’ searches in the Clothes, Shoes and Accessories category peaking in early October, providing the earliest and longest window of interest. This is followed by the Toys and Games; Home, Furniture & DIY and Baby categories, all of which see a significant uplift from the start of November through to the middle of December. The peak window for home entertainment brands tends to come much later, with a competitive four-week period in the final run-up as shoppers search for last minute stocking fillers and easy entertainment.

What’s more, Christmas shopping continues right up until the final minutes. Last year we registered 300,000 searches for ‘Christmas’ on eBay.co.uk in the final week of the countdown, showing that brands need to ring fence and defer some budget to see them to the very end of the season.

 

Target dependent on the mood

Finally, don’t overlook the influence of external factors, such as the weather. In spite of the date, if it’s cold and wintery outside consumers are much more likely to start thinking about Christmas than if it’s a warm, balmy evening.

Last August, with thunderstorms dominating the Bank Holiday weekend, searches for ‘Christmas’ shot up by 70 per cent from the previous month; and searches for ‘Christmas tree’ specifically leapt by an enormous 300 per cent.

So, for marketers looking to maximise their Christmas campaigns this year, remember to speak to the right people, at the right time, in the right place, whilst retaining a certain degree of flexibility to react to the unexpected.