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September 2016

Marketing & advertising

The month in Marketing & Advertising: September 2016

Advertising, Industry, Marketing, News | No Comments

Virtual reality takes on new dimension

Oh, to work in the world of virtual reality! The medium has been through a lot lately. With a lukewarm reception at the Cannes Lions and just a few promising examples of the technology’s potential, investors could be forgiven for hedging their bets. But fear not, for a recent Nielsen survey of 8,000 consumers found that consumers might actually be ready for VR. Whether the world’s of marketing & advertising are ready, is another matter entirely.

According to a report released this month by Nielsen’s Media Lab, 24 percent of respondents said they are likely to use or purchase VR in the next year. The number of people who said they didn’t plan to try it fell even further when given a rudimentary explanation of its potential applications.

There was more good news for marketers interested in VR, too. Harry Brisson, Nielsen’s director of lab research noted that those interested in VR “are ‘triple-A’ consumers: Not only are they early adopters of new products and services, but they’re advocates for the brands that they use and love.” This is great news for companies already investing in VR, but it’s important to remember, when it comes to virtual reality, nothing is quite as it seems.

Marketing & advertising

Instagram doubles advertising base in 6 months

Instagram announced this month that it has increased its advertising base to over 500,000 businesses. The social network reached half a million advertisers just a few months after hitting 500 million active users, and the mobile photo-sharing growth doesn’t show any signs of abating. Speaking at a press briefing this month, Instagram’s head of brand development for EMEA Amy Cole said the top five advertising verticals on Instagram were now consumer packaged goods, eCommerce, retail, entertainment and technology.

In a bid to encourage more brands to engage with their audience, Instagram introduced ‘Business Tools’. The service allows companies to add a contact button to their page and provides more detailed data regarding the personality traits of their followers. The service has proven a hit, with 1.5 million businesses converting to a new profile on Business Tools.

The app’s ‘Stories’ feature, although derided as a Snapchat rip-off, has proven to be a big hit for businesses too. Cole explained the impact Stories has had on marketers. “We have seen brands make use of the fact that you can message people through stories and they go straight into your direct messaging. It gives brands that extra flexibility.”

Marketing & advertising

Youtube debuts new Call to Action TrueView feature 

This month saw Google introduce a new format for YouTube TrueView video ads. TrueView for Action allows for in-video ads to be tailored to a specific action. So rather than a generic ‘Learn more’ link appearing alongside the ad, brands can now choose their own phrase. Not only does this help banners achieve greater brand relevance, it allows advertisers to develop more specific ad campaigns.

Sridhar Ramaswamy, SVP of ads and commerce at Google, announced the new feature at the DMEXCO digital media conference in Germany this month. Ramaswamy said TrueView action ads will be tested throughout the year. With the reporting and user experience being fine-tuned, the aim is to make the new format available globally.

Google explained the option would be particularly useful for advertisers in “high consideration” industries, like those in financial services, automotive, or travel. Google will test this format for the rest of 2016, but we could see it rolled out by as early as next year.

Marketing & advertising

Yahoo confirms massive data breach

Yahoo found itself in hot water this month after confirming a massive data breach that affects hundreds of millions of users. The hack, which Yahoo confirmed this month, saw the birthdates, usernames, passwords and email backup details of half a billion users leaked. However, the tech company was quick to calm fears of a risk to people’s personal financial accounts with an official statement:

“The ongoing investigation suggests that stolen information did not include unprotected passwords, payment card data, or bank account information; payment card data and bank account information are not stored in the system that the investigation has found to be affected.”

The attack was first reported back in August when a hacker, going by the name ‘Peace’ claimed to be selling the private information of over 200 million Yahoo accounts. The details were allegedly put up for sale on a hacker’s marketplace called The Real Deal. At the time, Yahoo acknowledged they were aware of the claim, but stopped short of confirming or denying its authenticity. If you’re a Yahoo user, click here to check if your account has been hacked.

Marketing & advertising

Snapchat debuts Video-Enabled Sunglasses

As far as first hardware products go, Snapchat’s Spectacles could actually be a step in the right direction. As the tech startup looks to branch out beyond the world of app technology, there was a real danger of the company forgetting what made Snapchat so much fun – short & snappy user generated content. Thankfully, if the video-recording eyewear unveiled this month is anything to go by, user-created content is still an integral part of the formula.

Snap Inc (the tech company’s new corporate name) started calling themselves a camera company a few months back, and with the release of Spectacles, Snapchat is clearly planning to go way beyond the much-loved mobile app.

The Spectacle debut this month revealed that users push a button near the hinge of the glasses to record up to 10 seconds of first-person video. Each new button-tap records another video, allowing you to create several quick, first-person clips in a row, which can then be sent via the app to followers. The prospect for what users can do with an extra hand now free probably don’t bear thinking about, but it’s certainly opened up new markets for the image messaging pioneers.

Marketing & advertising

Geo-specific marketing content

The secret to great geo-specific marketing content

Advertising, Agile marketing, Business, Marketing, Technology | No Comments

At the risk of stating the obvious, the internet, and by extension, smartphones, have redefined borders in marketing. Businesses can find work from the other side of the globe; brands can advertise in any and all countries simultaneously, and companies can now boast an employee-base with more cultural diversity than a Benetton ad.

All of this sounds like great news for marketing, but marketers are struggling to keep up with the advances in technology, as evidenced by the number of nationally-targeted generic PPC campaigns. But content that tries to please everyone rarely leaves a lasting impression on anyone. That’s why geo-specific marketing is so vital.

geo-specific marketing works on the concept that graphically diverse content, and locally-specifical targeted ads appeal to a more varied spread of consumer. For marketers, it not only enables a more efficient media spend, it can also provide a significant advantage over competitors. In fact, 60% of advertising professionals already believe geo-targeted ads deliver a stronger ROI than generic ads and 50% said they deliver a higher response rate.

So how can you begin to integrate geo-specific marketing into your own campaigns? Read on for some top tips on how to make your content both international and locally relevant.

Develop a local vernacular table

Every region, country, and even every city has its own cultural and linguistic nuances. When creating ad content, it’s vital to consider not just what you say, but how you say it. Filtering your advertising language through the vernacular of a target region can make a huge difference to your success rate. Of course, international companies should have already included translations for different countries. But even when marketing to two countries with the same national language, you should try to tailor the content to their specific dialect.

Say, for instance, you run an international digital video rental store based in the UK. In Britain, to advertise a newly returning show you would most likely refer to it as the ‘new series’. However, the US more commonly uses ‘seasons’ in reference to a string of episodes. Failing to make the distinction could see your ranking slide in America, as people searching using their own national vernacular find other, more culturally relevant entertainment offers.


Customise the channels you use

Last year, the Local Search Association (LSA) of the US released data showing mobile devices surpassing PC use in the search for local businesses and services. While this should warrant a change in focus for companies based purely in the US, companies operating internationally should already have a clear idea of mobile consumption in other countries.

India and China both rely heavily on mobile technology, and businesses based in these countries have already tailored their content and ads accordingly. Mobile has the added advantage of pinpointing exact locations, allowing you to integrate offers into the ads providing they are in a nearby location, further increasing the relevance of your ad above competitors. With geo-specific marketing, it’s not just who you market to and with which content, but also the channels you use to reach them.

Geo-specific marketing content

Develop locations with limited uptake

By dividing regions, you gain a stronger understanding of the areas in which your content is and isn’t working. By being able to directly compare different geographic locations, you can edit your content and ads according to what works best in each selected region. Take a look at the websites and ads of local competitors and try to break down each element – the tone, language used, page layout, etc. – and experiment with each.

Alternatively, you can choose to drop under-performing regions from your campaigns entirely. Remember, one of the central strength’s to geo-targeting is that it restricts your ad-spend to ensure you only reach out to relevant visitors. This allows you to focus your budget and time, but can leave you open to losing what little influence you have in other regions.  


Geo-specific marketing contentPersonalise the marketing experience

Personalisation is a must in modern marketing. Companies risk alienating consumers by not tailoring their content, and this includes the geographic location. Even incorporating language with locally distinct vocabulary for different regions is a form of personalisation. In fact, studies have shown that 67 % of smartphone users want ads displayed to them customised to their city or zip code, while 61% want ads customised to their current surroundings.

By referring to the areas in which your geo-targeted ads are being shown, you can relate to your customers directly and further reduce wasted impressions. For local businesses, in particular, personalisation equals greater brand recognition and a greater ROI.

Geo-specific marketing content

Target geo-specific events

You can personalise your content even further by referring to geo-specific events. By referring to an upcoming local, regional or even national event, you can add a timely element to your content and channel the exposure into increased ROI. Of course, marketers already look to integrate anticipated events like local sporting fixtures into their marketing plans. But there are also a myriad of geographically specific events that could increase ROI but just can’t be predicted.

A sudden heat wave can be a big boost for a number of industries, including sunscreen manufacturers, soft drinks companies and outdoor clothing stores. Marketing with content that addresses both a consumer’s location and their current climate can be a major boost, but can also save companies with less relevant offers from wasting revenue. For instance, a company selling winter coats might decide to drop their ad-focus in a region currently experiencing a heatwave, preferring instead to focus their efforts on areas going through a cold spell.

Geo-specific marketing content

Use geographic reporting tools

Geographic reporting tools allow you to develop more sophisticated testing through comparing different offers or promotions in the same region. This is hugely important to informing your overall social strategy, particularly when going head-to-head with competitors for local ad-space.

Google Website Optimizer allows you to segment your traffic and define subsequent actions based on that segmentation, in part automating the process behind your geo-specific marketing. There are hundreds of resources out there to help you make the most of geo-targeting tools, but they’re not the only means of fine-tuning your geographic focus.

You can also use analytics packages to study the browsing behaviours of previous site visitors. This allows you to pinpoint consumers’ tendencies and provide relevant, location-specific content, even if they’re not currently in the area.

Geo-specific marketing content

Don’t limit yourself to ad space alone

If you have a blog, write content with a specific focus on a particular area, taking into account all the previous points, including changing vernacular, posting times and the channels you use.

The more control over your campaigns, the more you can begin to understand why people respond to content in the way they do.  

Don’t be afraid to experiment with different means of communication following the initial hook. For example, try optimising a landing page with geo-targeted content from a geo-targeted banner. Compare the results with a generic, non-geo-specific landing page and see which yields the highest conversions. From this, you can begin to develop a stronger understanding of where geo-specific content is most needed.

Geo-specific marketing content

Consider the little things

It’s not just the language and dialect of a region that you should consider. When creating content, either onsite or in your advertising, it’s important to consider the little details. Ensuring your content is in the relevant currency may seem like a no-brainer, but companies still persist in using just one. Less obvious but no less relevant are metrics like weights, volumes, distance and speed. You should always crawl your geo-specific marketing content with a fine-toothed comb to guarantee your content has the full impact. Remember, even the smallest error, when seen enough times, becomes obvious.

Visuals also play an important part in the geo-targeting process. Test different images in different geographical settings to see which types of image warrant the best response. Be sure to keep a record of these, as they could go on to influence future geo-specific marketing campaigns.

Geo-specific marketing content


In marketing, as in so many other industries, it really is a case of right place, right time. Geo-specific marketing gives you an extra edge over competitors, be it in the local arena or on a national or even international level. It takes time and more than a bit of patience, but those willing to put the work in can really take advantage of a new digital society.

Automation in marketing campaigns

What does automation in content marketing mean for the future of campaigns?

Automation, Content, Marketing, Technology | No Comments

Technology and automation have irrevocably changed the world of marketing. Social media, data analysis, and the internet have given marketing a new lease on life, but there’s been very little discussion about the cost of the human element in marketing. At its heart, marketing is about establishing connections between a brand and their audience. But what does our automation-addiction mean for the future of marketing, and the people who create the campaigns? We take a look at some of the areas most affected by the growth of automation, what our programmatic predilections mean for the future of marketing, and how brands can combat the perils of automation dependency.

Social media

We all know the best times to post on social media, and now marketers can pinpoint when they get the most response rate. Every company uses automation to an extent. In fact, when used intelligently, it can even enhance the audience experience.

Automation in social media has been both a blessing and a curse for brands. It’s freed marketers up to deliver content outside of working hours, which means a wider geographic audience range as content can be disseminated across different time zones. Simultaneously, it has also been interpreted by many as a green light to schedule their social media at the start of the working day and then ignore their feeds for the rest of the day. Automation might give more freedom to marketers, but it can also inhibit their willingness to pivot a strategy when new content opportunities become available. It can also lead to brands posting dubious or offensive content purely as a result of bad timing. Agile marketing still very much relies on a human element, but it needs marketers to accept that not everything in life can be automated.

Automation in marketing campaigns

Customer service

A recent Facebook study revealed that 53% of consumers are more likely to shop with a business from which they can message and get a quick response. Meanwhile, a study by Nucleus Research found that marketing automation can drive a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. While stats like this give a pretty convincing argument for businesses to explore their own options for automated replies, but it’s important to remember why customers contact companies in the first place.

No other area of marketing requires the human touch more than customer interaction. Chatbots can automate all kinds of tasks, but it would be foolish to think the entire customer service role can be delegated to AI and automation alone. Automation may have streamlined the purchase process for buyers, but as more companies adopt them for their own commercial needs, it’s important to remember that AI still relies on some level of human inputThere’s so much variation in humans, be it syntax, spelling or (if you’re relying on voice interaction) dialect. As Abinash Tripathy of Helpshift explained in a recent VentureBeat article, “Chatbots are still highly fallible, and should not be used to replace human interaction. When people want to talk to a human, they need a human.”

Automation in content marketing

Data analysis

As a relatively new concept to digital marketing, data analysis is probably the tool best suited to automation in content marketing. The process of analysing different site metrics, with its heavy quantitative focus, lends itself perfectly to automation. Numerical data on site visitors, the time spent on each page, the channels by which visitors gained site access and many more metrics can help form a picture of your site’s strengths, and most analytics packages provide automated updates as standard.

Developing actionable insights from this data, however, can be more of a challenge. It’s tempting to say that only a human could draw relevant conclusions from human behaviour, but when this behaviour is filtered through the limited actions and access points of a website, it’s not unbelievable that a well-programmed piece of AI software could replace human input. There are already several software suites on the market offering automated, AI-led solutions to your data analysis needs, although the technology is still in its early days.

So while automation and AI can take some of the monotony out of data harvesting (not to mention saving time and money), it’s still a few years off from replacing the company data analyst completely.

Automation in content marketing

Direct marketing

Perhaps one of the biggest changes in marketing prompted by the tech revolution is the speed and accuracy with which brands can now target their audience. Consumers can not only find out about the latest company offers within seconds of a new campaign going live, they can receive content customised to their specific interests. Automation has played a huge part in reaching so many in a short space of time, but it still depends on human input.

The thrill of marketing is in that elusive human connection, and part of that comes from maintaining a two-way setup in your communication channels. If you’ve automated your content to go out to every one of your followers simultaneously, the chance of you being deluged with simultaneous replies increases. Likewise, the likelihood of these replies requiring a strong understanding of the nuances in human speech (something AI still struggles with) is high.

This makes following up with a satisfactory reply in a timely manner particularly difficult, largely because good customer service depends on giving the respondent something more than a generic automated reply.

The ironically named Progressive, an auto insurance company, learned this the hard way after replying to criticism of a case involving a customer death. Instead of considering each critic’s unique comment they automated their reply and sent out identical, emotionless responses that only served to anger the public more.

Automation in content marketing


So automation has largely been a positive addition to the marketer’s roster, but there are still a number of pitfalls to watch out for. Marketing today isn’t about blindly embracing every new piece of technology that comes along. It’s about utilising technology while considering how it can be integrated with other methods of marketing. Consumers want to feel like their opinion matters, and this relies on real interaction. Automation has become a crutch for too many brands, seeing it as a way of simplifying their daily routine without taking into account the most integral ingredient, the human factor. By accepting that some of the most inspired marketing campaigns grow from not setting your routine in stone, you can begin to integrate technology with human discretion and see real emotional engagement.


How to ensure your content marketing hasn’t lost its impact

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From Benjamin Franklin’s first published annual ‘Poor Richard’s Almanack’ way back in 1732, to the first Michelin guide in 1900 to the modern day company blog, content marketing has fulfilled a pivotal role in a brand’s marketing campaigns.

The central idea of content marketing is not only to advertise to customers but to reciprocate their interest in your brand by providing information in their quest for information. Content marketing is nothing new, but since the proliferation of the internet, brands have been handed the keys to an altogether different beast. Today, around 4.6 billion pieces of content are produced every day, according to a study by LinkedIn.

Today, marketers have access to a vehicle that allows their brands to reach out to consumers around the world, and content marketing is the key to forging a reputation as a leader in their respective field.

Use the right channels, the right way

But with this newfound exposure comes a myriad of challenges. Getting your content in front of the right people today can be more demanding than creating the content, largely because almost every company now has its own content marketing team. Being noticed in the crowd requires a detailed understanding of the best channels to transmit content for your specific brand, a good grasp of the most effective times to share, and a keen eye for the best influencers to help get your message out.

With the explosion in specialist ‘content creation’ sites, being heard above the din is no easy task. That’s why you have to think carefully about every stage of the process before generating content. This in itself isn’t necessarily a bad thing, however. The early years of the internet resembled a digital wild west, where any content was deemed worthy of publication and the basic rules of writing were eschewed in the pursuit of clicks. Today, the clickbait industry is (unfortunately) stronger than ever, but audiences expect more from branded content.

Consistency is crucial

Consistent content requires an extensive knowledge of your own brand’s core ethos. To guarantee your audience comes back for more, refer to your core values before posting anything. This is particularly important when you’re devising your new social and outreach campaigns.

Consider what the end goal of your post is, how many new leads you hope to generate and what would make you stop and click if you were in need of the services your company offers. There are some great guides out there to developing your social campaigns while staying true to your brand message.

Alongside this, always keep your audience profile snapshot in mind when generating and disseminating content. Creating an audience snapshot is no easy feat, but it’s a fantastic resource for giving your marketing a strong focus and a genuine consistency.

It’s not just in content development that you need to maintain consistency, however. People like knowing when and where great content is going to be available, so try to find the best time to post for your audience, then stick to it! Maintaining a regular pattern of posting breeds familiarity and increases the chances of readers engaging with your brand.

Involve your audience

Content marketing has been through some dramatic changes lately, but the most significant developments have been in interactivity. Marketing is no longer a one-way channel. Today, it’s a bustling two-way street, where audience feedback can encompass anything from video testimonial to an open-forum discussion with the brand.

Social media has given a microphone to the audience, and the whole world can hear the Q&A session. This is a double-edged sword for companies. Encouraging synergy between consumer and brand can lead to a huge increase in the number of people talking about your brand, but it’s up to you to make sure it’s positive chatter.

Writing for your audience doesn’t have to be an explicit statement of what your company does. Creating compelling content on a subject related to your company, known as brand adjacency, can be a great way to generate buzz. If the content is of enough interest, your audience will debate, discuss and share it with like-minded individuals you wouldn’t have otherwise been able to reach. Not only does this give extra legs to your content, it establishes your brand as a thought leader in the field.

Tailor content to your audience’s needs

This means considering everything about your consumer’s browsing habits. What are the key issues in the industry today? Which social media channels does your audience use most? What vernacular do they use when searching? All of these considerations should play an integral role in deciding the kind of content you create, and when you make it available.

Great content should entice your audience not just to read on, but to read more about your company. Creating content that you know will fulfil a specific need for your industry massively increases the odds of it being shared between other thought leaders. There are hundreds of resources available online to give you a better understanding of the questions being asked in your industry.

Search sector-specific forums and don’t be afraid to ask questions of your own. Likewise, Q&A sites like Quora and Yahoo Answers provide a treasure trove of insights into the topics dominating your industry. When you know the questions being asked, you can begin to formulate the answers people want to hear.

Corporate responsibility is big business

Content marketing is designed to catch public attention, but it’s also vital to mapping a brand’s corporate ethos. The latter has become increasingly relevant as audiences come to see brands as an extension of themselves.

Brands that identify their corporate values through their content can cultivate a lasting connection with their audience providing the content aligns with their personal beliefs. This doesn’t mean shouting every minor act of altruism from the rooftops, but if your company is doing some good in the community or abroad, it’s good marketing practice to let the world know. If your company is working with a charity, this provides even more in the way of inter-brand promotion opportunity. By coordinating the charity’s content marketing with your own, you ensure mutual benefits for both.

This is one of the few areas of content marketing that hasn’t been diluted by the growth in content marketers, as corporate responsibility becomes ever more intertwined with company identity. In fact, companies can now become champions of causes through their content, bringing an issue to the attention of their demographic while positioning themselves as a compassionate brand consumers are proud to be associated with.

Go beyond the blog

Content marketing covers a huge range of media and can encompass anything from a short supporting video to a podcast to a whitepaper in a respected publication. Who could forget the Lego movie, the first ever full-length studio film that also doubles as an exercise in content marketing? OK, so we’re not suggesting you opt for the full studio production, but content marketing doesn’t have to be limited to your own domain.

In fact, there are hundreds of non-conventional methods to get your brand noticed outside of your own website. Posting informed comments on other people’s posts, when not overtly ‘ad-oriented’, can point other readers to your own content. Likewise, answering questions through the aforementioned Quora can prove your credentials before a reader even knows about your company.

Including a link in your profile or occasionally alluding to your company in your answers (providing it’s relevant to the question) can raise your company’s profile while establishing a credible bond of trust between you and the audience.

In conclusion…

Content marketing is changing rapidly, but this shouldn’t be daunting. It means more opportunities for innovative content delivery are becoming available every day. 70% of B2B marketers created more content in 2015 than they did the year previous to that, and the first half of 2016 saw this number rise significantly again. There’s more competition for those top search results than ever before, but the payoffs are bigger in turn.

It’s never been more important to ensure your content is having the biggest impact possible. By staying abreast of all the latest technology, understanding your industry,and being willing to think outside the box, you can increase that impact and make a real difference to the future of your company.

August Marketing & advertising

The month in Marketing & Advertising: August 2016

Advertising, Marketing, News, Technology | No Comments

This month we take a look at the top stories from the worlds of marketing and advertising, including the Rio Olympics and Snapchat’s new user data sharing policy.

Olympics 2016 proves there are winners and losers in marketing too

The 2016 Rio Olympics are over, but the marketing revelations keep on coming. The latest Brand Agility Index study by PR firm Waggener Edstrom Communications revealed the biggest marketing winners of the Olympic sponsors, and the podium has some surprising additions. Samsung and Nissan both earned golds for their performances, while long-time sponsors Visa and McDonald’s both failed to live up to expectations. Both Nissan and Samsung were boosted by the record medal haul enjoyed by team GB, who finished second behind the US. With a series of ads starring comedian Jack Whitehall, Samsung walked a fine line between comedy and drama. Likewise, Nissan took a tongue in cheek approach to the Games with a series of ads in which ‘Nissan executives’ gave team GB athletes a range of bizarre product placement requests. The car company covered every base with their campaign, including harnessing the power of the Games’ appeal through social media coverage and allowing fans to ‘train alongside team GB athletes’ via Facebook Live. With its Olympics hashtag #QuemSeAtreve (#WhoDares) being named third best-performing hashtag of the Games, Nissan outperformed global sponsors and enjoyed a full percentage point increase in their Brazil market share.

August Marketing & Advertising

Twitter signs up Warner Bros for UK ‘promoted stickers’ launch

In anticipation of the latest JK Rowling film Fantastic Beasts and Where to Find Them, Warner Brothers has teamed up with Twitter to introduce promoted stickers. The campaign will span across the UK, US, Japan, Brazil, France and Spain. The campaign allows brands to design four or eight stickers, which users can then add to their photographs as a form of “visual hashtag.” Photos featuring the brand’s stickers can be found by anyone who taps the sticker, including brands who want to see exactly who are engaging with their brand.

This isn’t the first time the sticker hashtag tool has been used in marketing, although it could be the most innovative use of it yet. Pepsi introduced the concept of visual hashtags in the US earlier this year, with the #PepsiMoji campaign encouraging users to take pics of custom emojis on its products’ packaging. As brands look to new ways to combine the digital and the physical worlds, we can expect a lot more in the way of cross-media, inter-brand collaboration.

August marketing & advertising

Snapchat enables advertisers to access personal user data

In an effort to increase its advertising revenue, Snapchat has pledged to allow advertisers access to personal user data. The move will allow advertisers to provide the most personalised marketing experience to the user since Snapchat first introduced ads back in 2014.  

Of course, the “sophisticated behavioural targeting tool,” as it is referred to, has raised yet more questions about the nature of privacy in social media. The company’s CEO, Evan Spiegel, had even called user tracking for the sake of tailored advertising “creepy,” but it looks like Snapchat has since come round to the idea. Some have called out the user tracking as an invasive measure, despite that the platform will not capture data from your browsing history outside the app. Snapchat addressed the issue, saying “We want you to feel understood. We want to understand what’s relevant to you and your life, and we want to show you things that you’ll care about.” Let us know in the comments what you think of Snapchat’s new personal data policy.

August Marketing & Advertising

Personalisation most important email attribute for click-through

Confirming what most marketers already suspected, this month saw a UK-based survey reveal personalisation as the attribute most likely to prompt click-through in an email marketing campaign. Conducted by French online marketing consultancy firm Mailjet, the survey asked a diverse pool of UK-internet users to point out the top five marketing email features most likely to get them clicking through to a branded page.

The survey found that personalisation took precedent as the most important overall factor, with 40.2% citing it as the most important element for a click-through. The study also threw up some unexpected findings, including that 40% of millennials (respondents aged 16-29) saw the email’s design as the most influential factor. As the age of the respondents rose, the importance placed on design dropped. Likewise, device compatibility was deemed less significant of a factor for older respondents than to those in the ‘millennial’ age bracket, with only 17.1 percent of respondents overall noting it as the most important element. The findings give further strength to Clemmie’s argument that personalisation is now an essential element to all marketing campaigns.

personalised email marketing