38% of our interactions with all media and communications still occurs in front of a TV. But what else do we do with our devices?
Ofcom has just released their yearly Communications Market Report, where they analyse the UK communications sector.
The report sheds light on many aspects of how we use digital media and technology today, but one chart that stood out to me (not just because of the colours) was Fig 1.12 which showcases the proportion of time attributed to activity types, by device.
One thing to point out about this chart: is that it is an average across all age ranges. So these will vary within different age groups. As a reference point, Ofcom have researched behaviour for each of the sections in Fig 1.4.4 if you're curious to delve a little deeper.
The first point…
Retention strategy often takes a backseat in marketing efforts, find out what leading global travel brands are doing to combat this.
Performance Horizon and WBR Digital have recently joined forces to publish the Benchmarking Performance Marketing and Digital Strategy in the Travel Industry Report, which we got a sneak preview at. They surveyed a large range of executives representing leading global travel brands back in may to unearth their findings.
The report brought up some interesting results. Email marketing is by far and away the most favoured channel when it comes to customer retention, followed by Social Media, which is used by 63% as their primary driver of customer retention.
Bringing up the rear was Marketplaces and Comparison Shopping Engines with 8% and 11% respectively. This was of interest to me, particularly the lack of…
Important lessons from the Pokémon GO phenomenon
Did you ever think you would be waiting for the lift in work, and be asked “Are there any Pokémon in reception?”
Thanks to an April Fool’s prank gone viral, this may now be a common conversation among your colleagues. The newest global phenomenon Pokémon GO succeeds in blurring the lines between the physical and digital, in a way never before seen, by using a combination of Augmented Reality (AR) and GPS to bring wild Pokémon to your front door.
Niantic Inc’s brainchild captured the nation’s attention way before its official release in the UK. Now that it is finally here, it has effectively created a new benchmark for enhanced user experience.
Falling tentatively along the line of augmented reality and location based gaming, Pokémon GO uses an AR interface that overlays 3D digital…
If your creating B2B content for social, have you stopped and asked yourself what your audience actually uses social for?
You create content, you publish it and you promote it on social media. Create, Publish, Promote, Repeat. Yet have you ever thought to consider how your audience are actually using social media whilst they are at work? Are they using it to relax during a tea break? In which case humorous and easy to read content will do best. Or are they using it to learn more about their industry and discover new trends, in which case detailed thought leadership and posts providing industry specific stats will go down well.
New research from Pew Research Centre asked over 2000 American adults how they use social media at work, to discover what people are looking for when browsing during working hours. The results are interesting, and show how no one reason dominates.
The most common reason was…
How to target your customers at the very moment they want your products
Does your data tell you when and why your customers are most in need of your products and services? Can it deliver that insight right at the time the need arises? We explain how marketers can use data and insight to target home movers, ensuring they reach them at the time they’re most likely to engage.
Marketers are always looking for better ways to acquire prospects, retain and engage their existing customers. Each year, UK companies lose over 20 per cent of their customers, according to our research with nearly 200 of the UK’s leading marketers.
The research also highlights the fact that 45 per cent of UK marketers say replacing these losses with new customers is their biggest challenge. For the remaining 55 per…
How has Facebook performed compared to Instagram during the Olympic Games in Rio?
With Facebook reigning supreme since overtaking Myspace as the most popular social media in 2009, they have looked unbeatable. Huge audiences, combined with innovative features has meant Facebook have been sitting pretty at the top of the charts.
However, a new report from ComScore MMX has showcased the power of Instagram, when it comes to engagement.
The report indicated that before the games, Facebook was the preferred platform to share news and content about the games, however, since then Instagram has overtaken as the "Social Media Star" for the Olympic Games 2016.
The chart above highlights the disparity between the audience of both Facebook and Instagram, with the Blue giant achieving around 87.73% of the audience share, compared to the relatively measly 12.27% Instagram achieves.
However, the…
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16 Aug 2016
5 tactics for more engaging email in 2016
Email is the most misunderstood tactic in marketing. We’ve all heard the oft-referenced statistic that email’s ROI can be as much as $130 per dollar spent. That idea gave rise to the perception that email is a cheap, easy way to generate high returns. And that’s why so many brands treat email as a money button: Press send, get cash.
Of course, that attitude doesn’t leave much room for creativity. Email does present enormous earning potential, but that potential often remains untapped because so many marketers are stuck in 1999. They see email as merely a workhorse moneymaker instead of a source of inspiration and brand engagement.
Email strategies can do more than serve marketers. When done well, they can also serve their recipients. For example, after I bought a Karma Go, I started using the hotspot device like crazy. After a number of…
Millenials have grown up, so marketers must look to Gen Z for the next batch of malleable young minds. Problem is, Gen Z has it's own agenda.
It is with great sadness and regret that I have to announce the imminent demise of a magnificent era defined by a much loved and well know group we call the Millennials.
How we all loved how playful millennials lived more in their heads than in reality. We adored their naivety believing a single Europe for all would be embraced by a UK struggling to redefine its identity. We blushed as they exposed their bits on Tinder all in the name of love. We smiled as they swallowed click bait headlines.
Opticians worldwide will always give thanks for their dedication to staring at smart devices, resulting in a global demand for new prescription lenses. And of course, we salute…
Use these tools to find and curate quality content
Content marketing continues to grow in importance with brands investing more in both content generation and distribution. These tools help with a wide variety of tasks for content generation from ideas for headlines and blog articles to easy-to-use image and video tools and grammar checking.
Key things to consider before purchasing and using these tools:
The tools we’ve listed here are a useful starting point but there are dozens of others, with new ones appearing all the time. It’s useful to ask your content team what tasks they do on a daily basis and/or find repetitive. The chances are there is a tool to help.
Whilst many of these tools come with a small price tag, it’s easy to rack up a long list of tools that are rarely used. Consider using these tools, where appropriate, within your publishing processes to formalise their…
Social needs to be better integrated into the marketing strategy if it's to be a major revenue generator
A 2016 survey of 289 US based CMOs by cmosurvey.org found some interesting if disappointing results regarding the value of social media. Although 4/5ths reported at least some contribution by social media to their companies performance, very few thought it was a big contributor.
There are two possible explanations for this.
CMOs aren't giving social a chance. Perhaps CMOs aren't giving social much in the way of budget or resource, and so it's not making much headway when it comes to overall performance. If you only devoted 5% of the marketing budget to social, it would be unfair to then expect it to contribute very highly to the companies performance. It's not just about budget. Even if social is well funded, it won't make a big difference if it's not integrated into the overall marketing strategy. All the…
