Category Social marketing practice

Do you still worship at the Temple of Big Data?

Major personal data breaches are happening at a rate of one a day – Equifax, BUPADeloitteNHSNottingham County CouncilIslington CouncilHCA Healthcare and many, many more. Wanna Cry? (I bet you do).

Do you live in fear of whether you’re next? It doesn’t have to be this way. We are transitioning to an era in which individuals have both the skills and the opportunities to choose how they manage and share their personal data to achieve a range of beneficial outcomes.

Digital evangelists like Stephen Deadman, Global Deputy Chief Privacy Officer at Facebook remains optimistic about the future, rather than terrified by it...

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Digital Economy Act 2017 described as taking ‘baby steps’ into the digital future

The much-criticised Digital Economy Bill has just received the Royal Assent (Thursday 27 April 2017) and is now law in the UK.

The British Government claims that the new Act will do the following:

  • empower consumers and ensure everyone has access to broadband wherever they live, including rural areas which has suffered from a lack of broadband connectivity
  • build a better infrastructure fit for the digital future
  • enable better public services using digital technologies
  • provide important protections for citizens from spam email and nuisance calls and protect children from online pornography.

baby-stepsOn this last point, the NSPCC has already called on the British Government to regulate social media companies such as Facebook and Twitter and to fine these companies if they fail to protect children on...

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Thought leadership in digital marketing

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We have two feature articles written by Ardi Kolah:

Data protection rules overhaul – Top Tips for compliance

Extract: Data protection and the security of data is perhaps the biggest issue facing the advertising and marketing sector from a business continuity perspective as to get this badly wrong opens the door to punitive fines of up to five per cent of global turnover or €100m. Ardi Kolah shares his top ten tips for marketers.

Urgent Action is Required as Data Breaches hit Record Highs

Extract: According to global digital security firm Gemalto, 1,541 data breaches in 2014 led to one billion data records being compromised, representing a four per cent increase in data breaches and a 78 per cent increase in data records that were either stolen or lost compared to 2013...

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Delays in agreeing wording of EU General Data Protection Regulation (GDPR) is “bad for democracy”

cameron06june14-480632Impatience with the progress of the forthcoming EU General Data Protection Regulation (GDPR) is starting to grow within the European Union.

A recent joint declaration adopted by representatives of the German, Austrian, Belgian, Croatian, French, Greek, Hungarian, Lithuanian, Luxembourg, Dutch, Portuguese, Czech, Romanian, UK, Slovakian and Swedish  parliaments called on European legislators to adopt the GDPR “by 2015”.

German Green MEP Jan Philipp Albrecht, vice chairman of the civil liberties committee at the European Parliament warned this week that failure to agree on the new security and data protection rules was “bad for democracy” as this left European citizens exposed to snooping from foreign and European security services as well as companies.

With the current spate of data br...

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PewDiePie is the future of TV

PweDiePieMy guess is you’ve never heard of PewDiePie, have you?

But what if I told you this Swedish vlogger who loves sharing the latest video games and slightly bonkers videos on YouTube is also the biggest star on YouTube himself with 32,222,075 subscribers and a whopping 6,753,075,673 views.

And he launched his channel in April 2010.

Closer to home, my daughter Zara loves this YouTube vlogger.

And by all accounts so do very many other teenager girls who follow her latest musings – if fact over 6.5m subscribers do.

Zoella screen grabThe elf-like and sublimely charming 24 year-old fashion and beauty vlogger Zoella (real name Zoe Elizabeth Sugg) speaks for a new generation of TV viewers. And I’m not talking about those who regularly tune into CBBC’s Blue Peter.

The mainstay of Zoella’s channel is about frien...

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Miracle Whip Factor, brand polarization and Ed Miliband

MilbandMiracle Whip is a salad dressing similar to mayonnaise and is popular with American and Canadian consumers.

Not a subject that you think would stir strong emotions? Well, actually you’d be wrong!

When marketers at Kraft began researching consumer attitudes towards the product, they found surprisingly deep emotions.

It turns out that a substantial number of people love Miracle Whip. And many can’t stand the stuff!

Back in 2011, with this consumer insight, Kraft launched a high profile US ad campaign that made a virtue out of this schism, using celebrities like Paula D fromJersey Shore and the political pundit James Corville.

Some people in the ads praised Miracle Whip’s yumminess, whereas one person said they would end their relationship if he found out his girlfriend ate the stuff an...

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The “boomerang generation” poses a threat and opportunity for high street retailers

gen-boomerangWhile most marketers and retailers are familiar with the online shopping concepts of “showrooming” and “webrooming”, new research by e-consultancy Red Snapper suggests that the majority of UK online consumers are now “boomerooming” which is the habit of researching online, visiting a physical store to check out the physical product and then returning online to make a purchase at a lower price.

By comparison, “showrooming” occurs when consumers examine products in-store and then go online to find a cheaper price, while “webrooming” is the practice of researching products online before buying them in a bricks and mortar store.

According to researchers, almost two-thirds (62%) of UK consumers are engaged in “boomerooming” including 67% of women and 58% of men...

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Interview about best practice in marketing and public relations

20140717_084007This is a filmed interview I gave last week to the GTC Group, a leading training and coaching organisation that works with senior executives from emerging and developing countries around the world. In this interview I answer questions about global best practice in marketing and PR, the art of effective audience segmentation as well as how communication professionals can improve the outcomes from their marketing and PR activities. Running time: 15 minutes

 

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Nike’s ambush marketing of FIFA World Cup sees increase in sales

Nike ad 2014According to Nike, this year’s spike in sales of its merchandise can be attributed to its World Cup marketing platform ‘Risk Everything’ campaign that’s helped it achieve a 13% increase in sales to £4.34bn in the three months to 31 May.

Nike is not a sponsor of the FIFA World Cup and these rights are held by rival Adidas.

Nike ramped up its marketing spend in the period, spearheaded by ambassadors Wayne Rooney, Cristiano Ronaldo and Neymar Jr ahead of the start of the World Cup in Brazil.

The company didn’t strip out marketing spend but said that a 36% increase in ‘demand creation’ expenses was driven by marketing support. Quarterly revenue figures from sales of its football products were not published but the company said revenue for the 12 months to 31 May increased 21% to £1...

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“Engaged time” could replace CPM as a new online advertising model

internet advertisingCPM metrics could be a thing of the past as website owners look at delivering more than eye balls to advertisers.

The traditional metric of cost per 1,000 page views (CPM) relies on the advertiser paying the website owner in advance to showcase their ad on the website for a certain number of times that the web page is accessed by visitors to the site.

Typically, CPM rates ranged between £4-£10 per 1,000 page views and could be more for reaching niche audiences. Website owners that sell traditional advertising on their sites have to be prepared to show advertisers detailed reports of page view visits and click-through rates in order to cash in on the traffic to the site.

Advertisers of course need more than just eye balls and click-through rates in order to achieve a return on their inves...

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