Marketers “losing sleep” over media measurement errors

Posted on Thursday 8th of June by aimee

Almost a quarter of senior marketers in the UK claim that they are “losing sleep” over the reliability of digital marketing metrics amid a general growing paranoia that media measurement currencies are becoming “increasingly corrupted.”

The new Media2020 report published by Media Sense, ISBA and IPSOS Connect found that 70 per cent of marketers are concerned about these currencies due to an unreliable digital ecosystem. The 250 senior employees surveyed said that both Google and Facebook now have too much control over the validity of metrics.

Facebook admitted last year that it had been erroneously calculating the “average duration of video viewed” metric, which meant that numbers could have been overstated by up to 80 per cent, and several other errors have been noted and changed by the big players during the last 12 months.

Sysomos exec Lance Concannon spoke about the importance of using social analytics to deliver targeted … Continued

Social analytics key to targeted campaigns, says Sysomos exec

Posted on Wednesday 7th of June by Jo Cook

Brands need to place a greater emphasis on leveraging analytics tools on social media to identify target audiences and deliver relevant content campaigns that regularly reach and engage with customers, marketing experts have claimed.

Speaking at The Drum’s recent Future of Marketing event, the Director of Marketing for analytics enterprise Sysomos, Lance Concannon, touched on the ongoing battle that brands face when attempting to cut through the background noise on platforms such as Facebook by publishing properly targeted content that drives positive customer intent.

Concannon said that the planning phase of content marketing campaigns can be challenging due to the guess work involved but urged marketers to use Twitter, for example, to identify keywords and other information about particular topics that are of interest to the general public. He added that an algorithm could then be used to “create distinct community clusters.”

He also added weight to the recent trend … Continued

Healthcare practices can get ahead with smart content campaigns

Posted on Tuesday 6th of June by aimee

Healthcare practices need to have a clear understanding of the customer journey, deliver a coherent message and leverage social media platforms to improve their content marketing campaigns and drive traffic to corporate websites.

Advertising trade publication Adweek has outlined several tips for healthcare practices to make better use of content. The first focuses on the use of relevant web copy to feature on the first page of SERPs, as a survey by Pew Internet Research shows that 80 per cent of health inquiries are initially made on search engines. Nearly three-quarters of all US consumers also claim that they look online for health-related information.

There is a tendency by modern enterprises to follow the latest social media trends when creating content to stimulate interest in their services, but chasing viral opportunities can lead to a loss of focus and dilute the core brand message. Instead, marketers should aim to become … Continued

Discovery Networks diversifying brand with localised, short-form content

Posted on Friday 12th of May by Jo Cook

Discovery Networks Asia Pacific has revealed that it is shifting its focus to shorter forms of content as it looks to transition from its long-standing position as a traditional video enterprise. In a new interview with global media platform The Drum, Discovery said that its new batch of bite-sized content has received a “very strong reaction from the community.”

Discovery is synonymous with satellite and cable channels, which have been the home for its unique selection of factual and lifestyle programming during the last three decades. However, the shift in content consumption habits in recent years due to the rise of mobile has driven a need to diversify its platforms.

Arthur Bastings, Discovery Networks Asia Pacific’s Managing Director and President, said that its new short-form digital content brand, Tan Ba, was launched to engage with younger audiences and is part of Discovery’s goal to become a maker organisation, which will … Continued

Brands are generally unsatisfied with in-house content

Posted on Monday 6th of March by amy

Brands that focus on in-house content creation are generally unsatisfied with the results and are struggling to identify and invest in content that could transform their business. These are findings from the recent Social Media Week in New York, where the latest trends were discussed in content marketing sessions.

The question of whether brands are spending too much on the wrong content is a hot topic for marketers in 2017 and Noah Brier, CEO of social media marketing enterprise Percolate, claimed that “everyone” is currently trying to determine just how much content is the right amount and how to balance this with budget constraints and the use of creative partners.

One theme that emerged is that brands are not overly enthusiastic about their output when publishing in-house content. This dovetails with recent reports, such as a study from B2B software services company Clutch, which showed that in-house content marketers are … Continued

Marketers planning to create more original content

Posted on Thursday 16th of February by amy

Content marketers are planning to create more original content and optimise their blog posts, news and videos for multi-device access in order to improve campaigns, according to a new in-depth study from research enterprise Clutch. Nine out of ten respondents said that the amount of content that they create is “important.”

Clutch polled 300 expert content marketers to get a better idea of how the discipline dovetails with search engine optimisation (SEO). It found that the two practices are intrinsically linked, as 79 per cent of marketers said that they use content primarily to improve brand visibility on Google and other search engines, while 21 per cent focus their efforts on lead generation.

“As far as SEO goes, without content, there are no rankings, and there is no opportunity to appear in results,” Rand Fishkin, the founder of SEO software company Moz, noted in the report. “[Content marketing … Continued

Topical content drives video consumption on Twitter

Posted on Tuesday 14th of February by Chris Lee


The use of topical content and text and subtitles to draw viewers’ attention are two of the main drivers for boosting brand performance for video on Twitter. The social media platform has released a new guide based on research to inform marketers and advertisers about the power of creative and targeted brand clips.

Twitter collaborated with Omnicom Media Group (OMG) to test 17 brands across a variety of markets using neuroscience techniques to track the brain activity of users clicking through content on their timelines. In a blog post detailing the results, Twitter Agency Research Manager Lisa Cowie revealed that these techniques were used to generate emotional responses, which are linked closely with personal relevance and purchase intent.

“The Twitter video study highlighted the power of a personally relevant medium like Twitter as a means of driving strong engagement with video content,” said Heather Andrew, CEO of consumer neuroscience … Continued

Product reviews popular with all generations on YouTube

Posted on Monday 13th of February by aimee

A new study by Influenster has examined the generational differences in video consumption to help content marketers optimise their campaign budgets and resources more efficiently. It found that younger viewers are much more likely to use YouTube every day, and their consumption habits are skewed towards unboxing and haul clips.

Influenster surveyed almost 8,500 people to determine how Gen X, Gen Y and Gen Z consume content and which platforms they gravitate towards when doing so. It is no surprise to see YouTube leading the way for video viewing, but the platform is particularly popular with Gen Z: 70 per cent said that they visit the site daily compared to just 35 per cent of Gen X.

Gen X, which is generally defined as those born between 1965 and 1980, are very keen on how-to videos, as 71 per cent said that they consume this content type. Additionally, 64 … Continued

Content marketers lukewarm to virtual reality

Posted on Thursday 9th of February by dave

Virtual reality (VR) has yet to take off in content marketing terms, according to a new report published by Yes Lifecycle Marketing, which showed that just eight per cent of brands are using VR in their ad campaigns. More than a third also revealed that they are either not planning to leverage VR or still have reservations about the computer-generated simulation tech.

At present, VR has also not caught the imagination of the general public, as a separate report by Forrester Research found that 42 per cent of digitally connected adults in the US don’t even know about VR headsets, while 46 per cent cannot envisage using the tech during their daily lives.

The fact that marketers are still lukewarm to VR suggests that the majority are doubling down on return on investment and being more pragmatic with their choices of tech and channels to optimise their campaigns effectively. … Continued

The best way to present your blog

Posted on Monday 24th of October by amy

If you want your blog to be successful, you will have to think about presentation. A strong layout, a regular posting schedule and carefully timed post promotion can be just as important as the quality of the posts themselves. 

How internet users take in information

From the moment that a user loads your blog, you have eight seconds to get their attention. The average user will only read for that length of time before deciding whether or not to continue. This means that the layout of the page has to make it easy for them to plunge straight in. A snappy headline should be followed by a subheader that elaborates on the central idea, or by a short introductory block of text. This should be treated as a sales pitch for the text that follows, tempting them to read more. 



Breaking up the text

Studies have found … Continued