Twitter BIG news from yesterday – very very relevant when it hits the UK shores and let’s smaller companies give it a go :)

Twitter has offered interest-based advertising for some time, but we’re notifying this is a big deal since from today it offers targeting based on intent shown by keywords in a similar way to Google AdWords.

The way this works is that when someone tweets and it contains a targeted keyword, a promoted tweet can be delivered as this example of a request for a coffee coupon shows!

BrandRepublic reports that several companies looking to drive awareness and transactions have used the approach including Everything Everywhere (@EE), MicrosoftJapan(@SurfaceJP), Walgreens (@Walgreens) and GoPro (@GoPro).

For GoPro, which offers wearable and gear-mountable cameras, engagement rates as high as 11% were seen and more than two million impressions after testing keyword targeting in timelines across four marketing campaigns.

This advertising is not Google-like in that it is still for larger advertisers since a minimum spend of $5000 is required and it’s currently only available through the API.

TYPICAL TWITTER (Ed – Dan Sodergren)

It’s unlikely Twitter will grow significant ad revenue without offering the platform for smaller advertisers like all the other social platforms and search engines. It’s understandable it wants to prevent Spam so advertising is only through account managed relationships which add to the cost for advertisers.

As otherwise it would backfire and hurt us all the long run as twitter streams could become  interrupted and clogged with ads?

The next question is will Twitter in it’s wisdom offer a premium priced ad free service, or, claim the inevitable ‘relevant ads add value to timelines’?

Only time and twitter will tell 🙂

Twitter better than your own website at converting b2b leads….surprising?

We all knew that twitter would be better than Facebook for business to business but a surprising fact supported by research is that twitter might even beat your website!

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Emotion marketing – a key to success. But which ones to use? Find out here…

The latest Creston Limited “Brand Enrichment” research shows, the most important factor that drives peoples’ choices is not the monetary value; it’s actually the emotional value brands offer via their product. Which is great news as….

What’s the real value of a following…. isn’t it who they are friends with?

For a long time now I have been teaching clients that Facebook is all very well but it only fits into marketing after someone has got awareness of you, has an interest in you and has a desire to buy from you. AIDA… anyone 😉 … But it’s only now after a much bigger blog writes about it do people start to listen…

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Data isn’t just the new oil, it’s the new money. Ask Zoë Keating


People love to call data the new oil, but that might be selling it short. It’s only oil when we’re talking about pools of unrefined data like the stuff web companies collect, which has to be processed and transformed into something useful. There are certain types of data, though — especially data about consumers — that are as good as money in the bank without any work at all. And if you don’t believe me, ask popular cellist Zoë Keating.

As a bill attempting to lower the royalty rates paid to artists by streaming music services such as Pandora (s P) works its way through Congress, Keating took to her Tumblr blog last week and offered a solution that both sides should listen to, but won’t. You might have read about her stance in Billboard or ITworld already, or perhaps on Slashdot. If you haven’t, here it is in…

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Crafting and delivering a fantastic elevator pitch is something every marketer should know how to do

A great point about Elevator Pitches – which I think ties into something I was chatting about at the #02marktgmatters event last week – that everyone in your organisation SHOULD know your brand values off by heart.

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I was wondering why my job was getting more complex…

The 2012 CMO Survey by the American Marketing Association and Duke University. In terms of both department size and budget, Marketing is on the rise. They report that the size of business’ marketing departments has more than doubled — in fact, almost tripled — since August 2011 …

Which is why perhaps I know have three times the amount of work to do… as it’s just me 😉

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The Yutt dem, Youths…. come on then… what do they really want?

A great key question that needs answering is this: what do young people actually want from us as marketers?

The Youth Insight Report this year began to address the question. For instance, we’ve heard a lot about social media marketing of late. Brands have learned the importance of transparency, relevance and shared conversation versus traditional push approaches. We know young people are big users of social media – 97% in our recent survey use Facebook and 45% are on Twitter. However less is known about what they really want and expect from brands through these platforms.

‘Engagement’ is the current marketing mantra, but in our research almost half said explicitly that they do not want to talk to brands using social media. A third said they do not follow a single brand, and the response to all our questions around the value of brands using social media for the consumer – such as the chance for one-to-one dialogue or the convenience of getting a quick answer – were met with a shrug and silence.

Those that do follow brands have clear expectations. They want either material gain – some free products, a good discount or perhaps a winnable competition – or they want to be entertained. That’s pretty much it. Having a conversation does not feature.

This is not to dismiss social media marketing; as a channel for traffic to our own website and for increasing brand awareness, the likes of Facebook and Twitter are very important. It’s more about remembering context. At Youth Marketing Strategy, student-popular travel publisher Lonely Planet explained an epiphany moment they had when, months after sharing content and encouraging discussion, a Facebook user piped up and asked why they didn’t announce they had a new book for sale. TBG Digital’s Jeremy Waite summarised Red Bull’s successful social strategy as: “50% of people go online to waste time. So let’s give them some really cool shit to do when they get there.”

The young people in our research like brands that make life easier for them, not those that want a conversation. Convenience is highly valued and is what the majority like most about buying online. While a worrying 52% admit they will buy things whether they can afford to or not, price remains the top priority when deciding. Young people want things that work with the technology they own. Most now have smartphones (74% and rising quickly), watch TV on their laptops (75%) and many will be using Kindles and tablets for their studies this year (around half will own one of either in 2012/13). These are the insights marketers should look to when planning for success.

Further research we are now doing aims to deconstruct the most successful youth brands and work out why they are popular. We’ve got dozens of students coming into our offices over the coming weeks to help analyse the results of our Youth 100 survey. The full results will be published in October, but early indications are that the majority of top youth brands are not using a secret sauce. Most of them succeed because ultimately they understand what 16-24s want from them.

Which mobile channel will reign this holiday season?

So who will win this Christmas? By this we mean who in mobile marketing – Rimma Kats – has some ideas.

And I think for the most part she is right…as finally it would seem, over in Amercia, large retailers are becoming the first to embrace mobile marketing. Now Amercian marketers are using different mobile channels such as QR codes, mobile advertising, SMS and applications to drive in-store traffic, engagement and sales. However, which one will lead the pack?

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