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VIDEO: David Hasselhoff becomes the face of PlanetPlay’s green games initiative
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Acting legend David Hasselhoff has become the ‘first star of the month’ for not-for-profit PlanetPlay’s ever-growing Make Green Tuesday Moves (MGTM) initiative – which enables players to make a real-world impact in the fight against climate change.

Starting today, Tuesday July 2nd 2024, each participating game is launching specially created green items featuring The Hoff, which will be exclusive to the MGTM movement and remain live until the next monthly activation begins.

Proceeds from the sale of The Hoff’s content – which can comprise new and/or upcycled DLC goods such as characters, skins and items – will be invested into fully certified sustainability projects by PlanetPlay’s eco-donate platform.

The Hoff, star of global smash hit TV series’ Knight Rider and Baywatch, is proud to be MGTM’s first ‘Star of the Month’ from the world of entertainment, supported by a huge social media campaign, helping to inspire gamers all around the world to ‘Make Green Tuesday Moves’.

Among the games featuring The Hoff’s green DLC as part of July’s MGTM are Avakin Life (Lockwood Publishing), Bowling Club(Boombit), Car Driving School (Boombit), Cook & Merge (Supersolid), Crazy Defence Heroes (Animoca Brands), Darts Club (Boombit), Dawn Of Ages (Boombit), Fishing Clash (Ten Square Games), Hunt Royale (Boombit), Nitro Nation (CM Games), Peridot (Niantic), Piper Pets Cafe (Tripledot), Solitaire (Tripledot), Subway Surfers (SYBO), The Great Ocean (Actrio), Tile Dynasty (Tripledot), Top Drives (Hutch), Train Station 2 (Pixel Federation), Triple Title (Tripledot) and Wooduku (Tripledot).

Google is also supporting the innovative MGTM movement with a dedicated page on the GooglePlay app store, featuring an overview of the mission, a showcase of The Hoff’s videos, and all participating games from July 2-15 across all English-speaking territories.

These games collectively have over 36 million daily players, with games that have been played over 4 billion times.

All gamers need to do to get involved in MGTM is harness their #PassiveActivism, by continuing to play the games they love to contribute to amazing sustainability causes – all supported by The Hoff!

These sustainability causes include the Hongera Project, which helps families in Kenya improve their living conditions by manufacturing and distributing clean cookstoves, and the WAI Wanaka water conservation project in New Zealand.

David Hasselhoff said: “As someone who has spent years entertaining audiences around the world, I know the power of influence. Climate change isn’t just a distant threat; it’s here and now. By joining the Make Green Tuesday Moves initiative, we can turn our everyday gaming into a force for good. Let’s make every play for our planet. Together, we can create a legacy of sustainability for future generations. Stay cool, stay green, and make a difference!”

Jessica Jung, Product Manager for Peridot at Niantic, said: “We’re excited to partner with PlanetPlay for initiatives like Make Green Tuesday Moves. At the core of Niantic’s mission, we believe that we can leverage the power of gaming to help people get outdoors, healthier, and meet new people. It’s amazing when this mission can also work in tandem to make for a greener planet.”

Tamzin Taylor, Head of Google Play Partnerships, Western Europe, said: “PlanetPlay’s Make Green Tuesday Moves initiative is a fantastic example of how the games industry can leverage its massive reach to make a positive impact. We’re proud to support MGTM by featuring it on the Google Play store, making it easier for millions of gamers to get involved and play for the planet.”

Rhea Loucas, CEO at PlanetPlay, said: “The Make Green Tuesday Moves initiative embodies the incredible potential of the games community to drive meaningful change. With David Hasselhoff as our first ‘Star of the Month,’ we want to inspire millions of players to join our mission to help keep global warming below the 1.5 degree threshold. I also want to welcome all our new studio partners, who are integrating sustainability into their game experiences to empower players to contribute to real-world environmental solutions. We are thrilled to have The Hoff on board and can’t wait to see the impact this collaboration will achieve.”

Two-thirds of marketers experimenting with AI
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65% of marketers in the UK use AI within their experimentation approach, with almost half (45%) having adopted the technology within the past year.

That’s according to a new report from Optimizely, which reveals how marketers are implementing AI to level up their approach to A/B testing and experimentation.

The Tested to Perfection report, based on a study of 100 marketers and 1,000 consumers in the UK, examines the current state of experimentation practices, and how marketers are using, and planning to use, AI to address rapidly changing business and consumer expectations.

Nearly nine in 10 marketers (87%) believe experimentation is important for achieving their goals in 2024, yet one in five (20%) feel their current web experimentation approach is not effective. Nearly a quarter (23%) would go as far as to describe their current approach as ‘unsophisticated.’

When asked what has been preventing marketers from experimenting effectively, Optimizely’s report identifies several recurring themes.

Lack of budget is a challenge for almost half of marketers (43%), while a lack of resources, time and focus is also a barrier for 39% of respondents. Other challenges include a lack of effective tools or technology (25%), silos between relevant teams (25%), and the small scale of experiments (18%).

However, 89% of marketers believe AI will be the answer to overcoming these barriers.

Almost half (48%) of the marketers surveyed plan to use AI to create more targeted and personalised content in the future. Forty-one percent have their sights set on generating headlines, images and CTAs at scale. Over a third (37%) plan to use AI to dynamically allocate traffic between test variations. And three in 10 (32%) will turn to AI to create hypotheses for experiments.

Over two-thirds (70%) of marketers in the UK believe that AI will help make experimentation faster, and 62% believe AI will make experimentation more accurate.

ANALYTICS MONTH: Demystifying the maze to create the perfect customer journeys
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Marketers understand the power of data-driven decision making. Website analytics solutions and related services have become indispensable tools, providing invaluable insights into website traffic, user behaviour, and campaign performance. By leveraging these tools, digital marketers can optimise their online strategies, maximise ROI, and ultimately achieve their marketing goals…

The Power of Website Analytics:

  • Understanding Website Traffic: Analytics solutions provide detailed insights into website traffic sources (organic search, social media, paid advertising) and visitor demographics. This data empowers marketers to understand their target audience and tailor their messaging accordingly.
  • Analysing User Behaviour: Website analytics track user behaviour on a granular level, revealing how visitors navigate the website, what content resonates with them, and where potential conversion leaks exist. This allows marketers to identify areas for improvement and enhance the user experience.
  • Measuring Campaign Performance: Analytics platforms enable marketers to track the effectiveness of their marketing campaigns, including website traffic generated, conversion rates, and return on investment (ROI) for individual campaigns. This data allows for data-driven optimisation and budget allocation decisions.
  • A/B Testing and Optimisation: Website analytics tools facilitate A/B testing, allowing marketers to compare different versions of website elements (e.g., call-to-action buttons, product page layouts) and identify what resonates best with users. This data-driven approach ensures continuous website improvement and conversion rate optimisation.

The Evolving Landscape of Website Analytics:

As technology advances and user behaviour continues to shift, website analytics are likely to see some exciting developments:

  • Focus on Artificial Intelligence (AI): AI-powered analytics solutions will become increasingly prevalent. Machine learning algorithms will offer predictive analytics, helping marketers anticipate user behaviour and personalise website experiences for individual visitors.
  • Integration with Customer Relationship Management (CRM): Enhanced integration between website analytics and CRM platforms will allow for a more holistic view of the customer journey. Marketers will be able to connect website behaviour with customer data, enabling targeted marketing campaigns and improved customer engagement.
  • Privacy-Focused Analytics: As data privacy regulations evolve, website analytics solutions will need to adapt.Focus will shift towards collecting first-party data with user consent and utilising privacy-preserving data analytics techniques.
  • Omnichannel Measurement and Attribution: Consumers today interact with brands across multiple channels.Analytics solutions will need to evolve to provide a comprehensive view of the customer journey across all touchpoints, enabling accurate attribution of conversions and campaign effectiveness.

Website analytics solutions have become the cornerstone of digital marketing success in the UK. By leveraging these tools and embracing innovative approaches, digital marketing professionals can gain valuable insights into user behaviour, optimise their online strategies, and ultimately achieve their marketing goals. As technology evolves and the focus on data privacy and user experience intensifies, we can expect website analytics to become even more sophisticated, empowering UK digital marketers to navigate the ever-changing online landscape and deliver exceptional results.

Are you searching for Analytics solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Jakub Żerdzicki on Unsplash

SAVE THE DATE: eCommerce Forum – February 2025
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If you missed this week’s eCommerce Forum don’t worry! The next event will be taking place on February 4th 2025 at the Hilton London Canary Wharf.

Don’t delay! Register here.

It could be the most productive day you spend out of the office next year, so act swiftly if you want to join us.

You’ll have the opportunity to:-

• Meet with innovative suppliers for a series of face-to-face, pre-arranged meetings based on your own requirements.
• Network with like-minded peers.
• Attend a series of insightful seminar sessions.
• Enjoy complimentary lunch and refreshments.

Would you like to join us? Register today!

BRAND MONITORING MONTH: Keep your fingers on the pulse with customisable tools
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Most senior digital marketing professionals understand the importance of brand monitoring tools, offering real-time insights into online conversations surrounding their brand. However, with a growing number of providers vying for attention, selecting the right solution can be a challenge. Here are our top tips to help you source trusted brand monitoring partners…

1. Define Your Monitoring Needs:

Before embarking on your search, clearly outline your specific monitoring objectives. Are you primarily interested in social media sentiment analysis, identifying brand mentions in news articles, or tracking brand infringement attempts? Defining your priorities will guide your selection of features and ensure the chosen tool accurately addresses your needs.

2. Prioritise Accuracy and Comprehensiveness:

Brand monitoring tools are only valuable if they capture accurate data from a wide range of online sources. Evaluate the provider’s ability to monitor social media platforms, news websites, online forums, and review sites. Additionally,consider the tool’s language capabilities if your brand operates in international markets.

3. Seek Advanced Analytics and Reporting:

Data analysis is crucial for extracting actionable insights from brand mentions. Look for providers offering robust analytics features, including sentiment analysis, influencer identification, and topic breakdowns. User-friendly reporting dashboards are essential, allowing you to easily track brand sentiment over time and identify emerging trends.

4. Focus on Integrations and Scalability:

Brand monitoring tools should exist within a wider marketing ecosystem. Choose solutions that integrate seamlessly with your existing social media management platforms, marketing automation tools, and analytics dashboards. Scalability is also critical – ensure the chosen tool can adapt to your growing online presence and evolving monitoring needs.

5. Prioritize User Experience and Customer Support:

A user-friendly interface is essential for maximizing adoption within your marketing team. Evaluate the ease of use of the monitoring tool, including the user interface, search functionalities, and alert systems. Additionally, prioritize providers offering reliable customer support, readily available to answer queries and address technical issues.

Bonus Tip: Embrace Customisation and Alerts:

Customizable dashboards and alerts are key differentiators. Look for providers that allow you to tailor your monitoring experience by setting specific keywords, locations, and sentiment filters for alerts. This ensures you receive timely notifications about relevant brand mentions, allowing for swift responses and proactive reputation management.

By following these top tips, senior digital marketing professionals can navigate the landscape of brand monitoring tools with confidence. This empowers them to select a trusted partner that delivers comprehensive data, robust analytics, and a user-friendly experience, ultimately enabling them to build and maintain a strong brand reputation in the ever-evolving digital landscape.

Are you searching for Brand Monitoring solutions for your organisation? The Digital Marketing Solutions Summit can help!

Gen Z and Alpha are redefining how UK brands see gaming
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By Glenn Gillis, CEO, Sea Monster

Brands have a long history of using games. In fact, the first branded game – a simple beer-pouring arcade game designed to promote Anheuser-Busch in bars – dates back to 1983. It didn’t take long before UK brands started hiring developers to build bespoke games for marketing purposes. In 1984, for example, Weetabix released “The Muncher” for the Sinclair ZX Spectrum computer. The game required players to control a character called The Muncher, who had to eat Weetabix while avoiding obstacles.

Since then, things have evolved considerably. The rise of PC and mobile gaming, coupled with the development of the internet, has made it so much easier for brands to create games that people can repeatedly play in their homes, on their way to work and everywhere in between.

And things aren’t slowing down anytime soon. Gen Zs and Gen Alphas, many of whom have played some form of video game since they were toddlers, are fundamentally changing how we think about gaming and branded games in particular.

Ubiquitous gaming as a lifestyle

First, it’s worth looking at how ubiquitous gaming has become among Gen Zs and Alphas. According to research by Visual Capitalist, 90% of Gen Zs (those born between the mid-1990s and 2009) play games regularly. Among Gen Alphas (those born between 2010 and 2020), meanwhile, the number is even higher, at 93%. In the UK, Gen Alpha gamers are especially engaged, with 62% playing for over five hours a week, compared to only 17% of Gen Z gamers.

But games aren’t just another form of entertainment or bad-screen time for these young people. They’re part of a lifestyle and act as an avenue for learning, creating, socialising, and even taking part in events like virtual concerts. It should hardly be surprising therefore that, having been raised in a tech-centric environment, these two generations are also the most inclined to participate in gaming through alternative avenues. Some 72% of Gen Zs and Gen Alphas regularly watch gaming channels and indulge in game streamer content online, for instance.

How these younger generations approach games, and gaming, tells us a great deal about the sector’s future. But it also provides some insight into why brands and other organisations are looking to the gaming industry for a way to connect with a new audience.

Brands are tapping into the evolution of gaming as a lifestyle to foster a long-term affiliation with younger people who are natives to the world of games and gaming platforms. In doing so, we’ve seen brands launch marketing campaigns in existing game titles and even develop bespoke gaming experiences within platforms like Roblox, Minecraft and Fortnite in order to engage with young people where they are already congregating and spending time. 

An evolving landscape

According to figures from Statista, 81% of the Roblox community – comprising 70+ million daily players and 196 million monthly active users – are under the age of 25. Nearly two-thirds of Minecraft players (162 million monthly players), meanwhile, are under the age of 21. One reason why young people flock to these platforms is because it’s where their friends and peers are. In effect, they have become a virtual third place, where young people feel safe outside the bounds of school and home to play, socialise and develop their unique virtual identities.

Beyond a third place, brands must also understand what young players want from these platforms and games in general.  Research from GWI, for example, reveals that Gen Alpha primarily want games that have a sense of adventure and allow them to build things.

To use gaming platforms as yet another way to inundate people with meaningless ads and commercial content would be a missed opportunity. The real value in this space lies in creating gaming experiences that get young audiences to engage with your brand in a fun and meaningful way that feels authentic to your brand and suitable to the platform. Through this approach, gaming platforms can help brands effectively build a community, enhance customer loyalty and explore new revenue opportunities.

Games as part of the future marketing mix

With even young children spending an average of 38 minutes per day gaming, the case for using games as a means to reach young people should be clear. With nearly 400 branded activations on Roblox as of the beginning of this year, and hundreds more across other platforms, it is evident that brands across the world are recognising and capitalising on the immense potential of the gaming industry to capture the attention and loyalty of their next generation of consumers.

These days, it’s a given that every major brand has a presence across all major social platforms and, in the future, it could be a similar no-brainer for brands to establish and maintain a persistent presence in immersive virtual spaces and gaming worlds as part of the modern marketing mix.

Photo by Jose Gil on Unsplash

If you specialise in Website Analytics we want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in July we’ll be focussing on Website Analytics solutions. It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today. So, if you specialise in Website Analytics and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk. July 2024 – Website Analytics Aug 2024 – Conversion Rate Optimisation Sept 2024 – Digital Signage Oct 2024 – Brochure Printing Nov 2024 – Creative & Design Dec 2024 – Online Strategy Jan 2025 – Content Management Feb 2025 – Lead Generation & Tracking Mar 2025 – Email Marketing April 2025 – Digital Printing May 2024 – Social Media June 2024 – Brand Monitoring

Business leaders and staff agree company brand identity linked to success
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The Gartner Marketing and Narrative Impact Survey of 1,154 business leaders and employees across North America and the United Kingdom in November and December 2023 found that 75% of respondents agree their organization must do a better job aligning external audiences’ views with company identity and direction.

Despite marketing’s accountability for brand, 72% of leaders report their marketing function is not instrumental to their company’s business evolution.

“Nearly all companies are evolving in some way to set themselves up for future success, whether by shifting capabilities or offerings, catching up to market expectations, or reaching new target audiences,” said Dorian Cundick, VP, Advisory in the Gartner Marketing Practice. “This presents a huge opportunity for marketers to bring audiences along to support this journey—fueling revenue growth and helping increase perceptions of marketing as a critical partner in business evolution.”

Gartner research shows that when audiences understand a company’s business evolution, they’re more likely to buy from, work for, or otherwise support that company. In fact, business leaders who report strong audience understanding of their business evolution are 1.4x more likely to surpass revenue objectives.

“Marketing leaders must invest in a corporate narrative to create a bridge between brand and strategy,” Cundick said. “While the story of who an organization is and where it’s going is a powerful tool to support business evolution, it isn’t as effective as it could be – the average employee uses them only about a third of the time. Infrequent use of narrative material is associated with a lower likelihood of exceeding performance goals.”

In order for corporate narratives to achieve their full effect and generate value, CMOs must take a different approach to engaging in narrative efforts

A Gartner survey in November and December 2023 of 180 business leaders involved in moving forward their company’s business evolution found that skewing leadership efforts towards activation relative to development lifts business performance by 23%. When leaders focus disproportionately on activation, they also rate marketing as more instrumental to their company’s business evolution.

“Marketing is most likely to be seen as a strategic partner in business evolution when leaders play a significant role in narrative activation efforts like mobilizing the narrative externally through campaigns, as opposed to development activities like finalizing the narrative framework, or testing it with key stakeholders,” said Cundick. “Leadership involvement in activation helps ensure that narrative materials have ‘fit’ – meaning they’re contextualized for employees’ needs and are more likely to connect key audiences to the narrative.”

The Gartner Marketing and Narrative Impact Survey found most employees are trying to accomplish at least one of three things when they communicate about company identity and direction:

  • 79% of employees want to align, creating line of sight between individuals and organizational identity.
  • 64% want to persuade, influencing others in support of organizational identity and direction.
  • 80% want to connect, building a sense of personal and shared connection to the organizational identity and direction.

Marketing teams should create resources like guidelines, proof points, tools and templates to help employees align and persuade others. For the connect use case, draft messaging and experiences that help employees see themselves in the narrative. Many of these materials can be developed at the same time as the narrative itself is being finalized, as long as different teams coordinate their efforts.

“When CMOs play a more strategic and visible role in business evolution, business performance improves, and marketing’s value becomes more clear,” Cundick said.

Photo by DocuSign on Unsplash

BRAND MONITORING MONTH: Moving from from hashtags towards holistic insights
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A brand’s reputation can be made or broken online in a matter of minutes. Digital marketing professionals have come to understand the critical importance of brand monitoring – the process of tracking online mentions and sentiment surrounding a brand. Let’s delve into the fascinating journey of brand monitoring and explore how the solutions available to digital marketers are likely to evolve in the coming years…

From Simple Alerts to Sophisticated Sentiment Analysis:

Early brand monitoring involved manually searching social media platforms and online forums for mentions of a brand name or product. This rudimentary approach was time-consuming and offered limited insights. The evolution saw the introduction of:

  • Alerting Tools: These tools notified marketers of brand mentions across various platforms, streamlining the monitoring process.
  • Sentiment Analysis: Advanced algorithms began to analyze the sentiment behind brand mentions, allowing for a deeper understanding of public perception.

Public Perception Takes Centre Stage:

Social media’s rise has made understanding public perception a crucial component of brand monitoring. Marketers now focus on:

  • Brand Advocacy and Influencers: Identifying brand advocates and key influencers can amplify positive messages and build brand trust.
  • Crisis Management: Promptly identifying and addressing negative sentiment online can mitigate potential damage to a brand’s reputation.
  • Competitive Benchmarking: Monitoring competitor mentions alongside their own brand allows marketers to track industry trends and identify potential areas for differentiation.

AI and Machine Learning Usher in a New Era:

Artificial intelligence (AI) and machine learning are revolutionizing brand monitoring:

  • Advanced Topic Modelling: AI can identify key themes and topics within brand conversations, offering deeper insights into audience concerns and interests.
  • Real-Time Insights: Machine learning allows for real-time analysis of brand mentions, enabling marketers to react quickly to evolving online conversations.
  • Predictive Analytics: By analyzing historical data, AI can predict potential brand sentiment shifts, allowing for proactive reputation management strategies.

The Future of Brand Monitoring: A Holistic Ecosystem

The future of brand monitoring promises a more holistic approach:

  • Integration with Marketing Automation Platforms: Seamless integration will allow for automated responses to positive mentions and targeted engagement strategies.
  • Visualisation and Reporting: Advanced dashboards will provide clear and actionable insights for marketers,enabling data-driven decision-making.
  • Focus on Customer Experience: By analyzing customer conversations across platforms, marketers can identify areas for improvement in the customer journey.

A Listening Post in the Digital Age:

Brand monitoring tools have become indispensable for UK digital marketing professionals in today’s dynamic online environment. By embracing the power of AI, machine learning, and data analysis, marketers can gain a 360-degree view of their brand’s online presence, fostering stronger customer relationships, mitigating crises, and ultimately, building brand loyalty in the ever-evolving digital world.

Are you searching for Brand Monitoring solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Slidebean on Unsplash

CALL FOR SPEAKERS! Are you an expert in online payments?
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If you’re a marketing professional working in eCommerce and would like to share your knowledge, case studies and best practice with peers, then please get in touch – we have speaking opportunities upcoming at the Smarter Payments Summit this September.

This long-running and unique, invite-only event is attended by senior eCommerce professionals and leading suppliers, offering a great environment for networking and knowledge sharing within specialist seminar sessions.

Among the topics we’re looking for thought leadership on are risk, chargebacks, checkout trends, payments tech, fintech, AI and more.

The Smarter Payments Summit takes place on September 24th at the Radisson Blu Hotel Manchester Airport.

So, if you would like to deliver a talk sharing your experiences and knowledge with delegates, please contact Natasha Cobbold at n.cobbold@forumevents.co.uk or visit https://forumevents.co.uk/speaker-opportunities.