Late 2016 the tipping point will be reached, as digital spend outstrips TV advertising for the first time

If the forecasts based on current data from emarketer are correct, the US is about to spend more on digital ads that it does on to TV for the first time ever. This is the culmination of years of growth in digital advertising, but has been given a massive boost by the explosion of mobile ads over the last couple of years. From virtually nothing a few years ago, mobile advertising is in a renaissance. Now that over 50% of internet users are on mobile devices, it makes sense for budgets to be shifted to digital spending.

The data in this chart also points to other mega-trends, such as increased online video steaming rather than cable TV viewing, as well as increased time spent on social networking sites. These all combine to mean we…

From banal to the facile; a review of Cannes Lions thusfar

Cannes Lions has always showcased the best in creative advertising. Each year the event reflects society trends. 2016 is no exception to the rule.

In chandelier adorned halls Creatives and Suits keep fingers crossed, trouser zips in check and lipstick refreshed …all in the hope that they will walk away as champagne winners rather than stumble through the rest of an evening in a drunken stupor.

Behind the scenes, organisers check that entrant ‘invitations’ to submit work have covered costs for food, guest appearances, judge ‘expenses’, photography, staging, hotels and left enough to cover personal executive comfort upgrades.

Beyond behind the scenes smoke and mirrors, the real winners of the Cannes are neither the brands nor agencies that pick up coveted gongs to display in otherwise drab offices (beyond reception areas) or feature in resumes as power-play points for claiming higher salaries. Valiant victors…

An introduction to the what, why and how of digital transformation covering examples and 5 key challenges to overcome

We’re working in an era where the development of technology exceeds companies' capabilities to manage the challenges created by the technology.

New platforms, apps and tools are emerging daily and as they do, customers, prosumers and keyboard warriors are adopting the technology, talking about businesses and brands, sharing feedback and pinning images of what they’ve bought.

Marketers and brands have lost control forever. On a regular basis we witness well-known companies managing customer conversations very publicly. And it’s not always positive.

Some businesses have made a full transformation to digital. They embraced 'new media' at an early stage, listened to customers and have digital strategies fully integrated within their businesses. Examples include RS Components who realised that they needed to create their own customer community and created Idea Spark, a forum for engineers to…

What a high converting landing page needs

Being a digital marketer is simple. All that’s required is to get people to do exactly what you want them to do. That is: act. That act may be as basic as wanting them to click on a CTA button to “learn more.” The act may be a tad more complex, like getting someone to share their personal information with you. Or, the act might be transactional (i.e. getting a customer to buy your stuff).   

Unfortunately, getting a person to do what you want, be it online or in person, is one of the most difficult tasks in the world. Some might say, darn near impossible. Among the many powerful tools a digital marketer can enlist to aid in his/her effort to get someone to take action, the most effective is a dedicated page for a…

Examples of applying the Pareto principle to marketing

The 80:20 rule, equally well known as the Pareto principle, is widely used and abused in business, but how does it apply to marketing and digital marketing? In this post I review some marketing applications.

Wikipedia tells us that the Pareto principle is named after Italian economist Vilfredo Pareto, who noted in 1906 that 80% of the land in Italy was owned by 20% of the population. Apparently Pareto developed what would later be known as his principle by observing that 20% of the pea pods in his garden contained 80% of the peas! Although there is some doubt whether he mentioned the 80:20 principle as such, it is known formally known as a specific power law distribution and named as a Pareto distribution based on an analysis in the 1940s of production quality / flaws by consultant Joseph M. Juran.

Applying…

9 Key Content Types For Your Ecommerce Site

With so many ecommerce websites in each category, how can a retailer cut-through if they're not a 'high street brand'?

And while each of them is unique in their own way, they all have something in common too. They aim to deliver what their visitors expect to find, from products to great user experience AND useful content.

Content is the backbone of today’s marketing strategies.

Be it a short snippet in an AdWords ad or a lengthy blog post, it helps you to attract new visitors and build an audience.

But there is another type of content - the generic information about your store, which should be available right from the home page that convinces users to buy from you.

Here are the 9 content types every ecommerce site must have.

1. Shipping Information

You know that, to many shoppers, the cost of shipping is one of the key factors…

How to survive digital transformation

I'm not sure we should be encouraging people to think of digital transformation as armageddon scenario, but then again it does bear certain similarities. It's hard work, and keeping your team united is key to success (or that's what I'm lead to believe by all the survival movies I've seen).

When you're working on a digital transformation project, anything that can go wrong probably will. It's a difficult task, so it makes sense to get some help. In fact, Gartner research shows that digital transformation initiatives only have a 30% success rate, so most fail. To make sure yours doesn't, it might be wise to have a read of tfm's new  Digital Transformation Survival Guide.

Thanks to tfm for publishing this infographic.…

The average marketing budget spends 48% on advertising, but how does it breakdown?

Not too long ago, broadcast and print reigned supreme, taking up a huge quantity of the advertising budgets. Then, along came the internet and began to shake things up.

The ability to accurately measure how adverts were performing was all too enticing and we have now seen a shift in favour of digital, with an average of 64% of the advertising spend.

Percolate, recently conducted a survey of over 300 enterprise U.S. CMOs, VPs, and Marketing Directors, to dig a little deeper into the hidden costs of marketing.

 

Search Ads

Search Advertising, refers to the adverts that appear on the results page, (usually near the top) when a user types a query…

Write better copy to get better results

I once had a tarantula walk over my hand. The experience comes to mind every time I face a blank piece of paper. A rising sense of panic…paralysis…a prickle of sweat. Sound familiar? So I thought I’d share the practical tricks I use to write email marketing copy. Not so much the intricacies of word choice or paragraph structure, but the process of actually getting the job done and done well. Your tips are also welcome!

1. Define the recipient

The writing process needs a framework to proceed in: a real or implicit briefing…the whos, whats and whys of the task. Who will get this email and in what context? Have they undertaken some specific action (like registered for an event)? When will they get the email?

How does this email fit, conceptually and in terms of timing, with other emails or related marketing campaigns…

How to structure your thinking when planning for the future

You can't predict the future. I don't care how smart you are, how prestigious the Univeristy you got your MBA from is, or what your horoscope said. The top economists never saw the 2008 financial crisis coming. The top political commentators didn't think Donald Trump would win the Republican nomination. Even the pollsters couldn't get the result of the 2015 UK general election right, and they were only having to predict what would happen the next day.

So given that you aren't going to be able to work out what will happen in future, you shouldn't base your business planning on a single scenario, which we can broadly define as 'business as usual'. Instead, you should plan for multiple scenarios, which will allow you be more responsive to future changes that will impact your business.

But how do you know what scenarios to plan…

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