http://www.dbg.co.uk/ News from dbg CitySwift CMS 2.0 http://www.dbg.co.uk/twitterrollsoutenhancedbrandpagesinuk/1114?rss=801284087 UK firms which run multi channel marketing campaigns can now test out Twitter's enhanced brand pages for the first time. On February 1st, Twitter set these pages live for the first time in the UK, with leading brands such as Asda, Sky and Cadbury signing up for the service. Similarly to the brand pages found on social network website Facebook, companies now set up their own pages on Twitter featuring an advertising banner and a permanent tweet containing promotions at the top of the page. HP and Intel were two of the first firms to sign up to the scheme and hosted the first-ever live stream of a concert on Twitter with in January. "HP came to us with the idea and we couldn't be more excited to hear how the company and Intel will be using their Twitter brand pages to reach out to the public and become destination sites," said Rob Pietsch, Twitter's director of West Coast sales. "It's a first for us, and we expect in the future that more companies will integrate streaming video into their pages." Currently, brand pages are free to set up in the UK but it is reported that companies need to spend a minimum of £25,000 on the site to be eligible for the programme. Fri, 3 Feb 2012 http://www.dbg.co.uk/segmentationkeytoemailmarketingsuccess/1114?rss=801284088 Firms running email marketing campaigns have been urged to re-evaluate when and where they send messages to as companies crack down on work email access outside of office hours. A recent article on mobile phone news site Mobiledia revealed that an increasing number of businesses are cutting back on after-hours communication, with some firms even opting to deny staff access to their emails at evenings and weekends. Patricio Robles, technology reporter at Econsultancy, claimed that such a move prevents a problem to email marketers, with those running B2B campaigns likely to see open rates plunge during non-work hours. He wrote on the Econsultancy blog: "In the end, to maintain successful campaigns that convert, email marketers may have to get much more sophisticated about segmenting work versus non-work emails, and spend more time evaluating ideal timing for delivery based on this segmentation." His comment follow those of Clickz writer Tal Nathan, who advised retailers with physical shops to get shoppers to write down their email address in-store in a bid to increase the amount of people receiving their email marketing messages. Fri, 3 Feb 2012 http://www.dbg.co.uk/emailmarketersurgedtoprovidevalueintheirmessages/1114?rss=801284090 UK companies which run email marketing campaigns should provide value in the body of the messages they send to subscribers, according to an industry expert. Keith Griffis, a social media and internet marketing consultant, claimed that the main reason consumers sign up for email newsletters is to learn more about products and services but many firms are failing to do this. He said: "More often than not lately it seems people are desperately trying to get people to their site before ever adding valuable content in the email body itself. "They simply insert short enticing messages and links without even describing what you get by visiting their links." Mr Griffis added that companies which take time to provide valuable information in their emails will gain a loyal subscriber base and therefore benefit from a rise in sales. Econsultancy recently published its 2012 Email Marketing Platforms Buyer's Guide which estimated that the UK email marketing industry expanded by 15.5 per cent last year to reach a value of £388 million. Fri, 3 Feb 2012 http://www.dbg.co.uk/mobilemarketingcampaignsasstudyshowssmartphoneinfluenceonshoppers/1114?rss=801282880 More firms could be set to launch mobile marketing campaigns after a new study highlighted the influence smartphones have on consumer's shopping habits. The Internet Advertising Bureau (IAB) has published the results of a new survey which shows that 44 per cent of Brits use their mobiles to research products they have seen advertised on the TV. Mobile phone users are twice as likely to look for more information about a product or service on their devices rather than going in-store. Furthermore, over a third (38 per cent) of Brits use their mobiles in-store, with 55 per cent conducting a search about a product and 49 per cent comparing prices against other retailers. "By showing the deep impact digital devices are having from brand awareness, to research, to purchase (both in store and online), we hope advertisers will have a clearer understanding of how to adapt their strategy," said the IAB's senior mobile manger, Alex Kozloff. "In particular, the way the way consumers are turning to their mobile phone in store is a strong call to action for retailers to react to this growing trend." Thu, 2 Feb 2012 http://www.dbg.co.uk/ukfirmsplantoboostdigitalmarketingbudgetsin2012/1114?rss=801282883 Over two-thirds of UK firms plan to boost the amount they spend on digital marketing in 2012, according to a new report. Market research firm Econsultancy has published the results of a survey which shows that 68 per cent of companies expect to increase the amount they spend on online marketing over the next 12 months. Firms are clearly focusing their efforts on digital campaigns, with just 16 per cent of companies set to spend more on offline marketing this year than in 2011. On average, surveyed companies are set to spend 36 per cent of their total marketing budget on digital campaigns, a fall of one per cent from last year. "The majority of companies are increasing investment in both established digital channels, such as e-mail and paid search, as well as fast-growing areas such as social media and mobile marketing," said Econsultancy research director Linus Gregoriadis. Overall, 45 per cent of businesses predict that total integrated marketing budgets will rise in 2012. Thu, 2 Feb 2012 http://www.dbg.co.uk/marketersneedtofocusonsocialmediatoboostsales/1114?rss=801282893 Multi channel marketing firms should focus on their social media campaigns in a bid to boost sales, it has been claimed. Graham Jones, internet psychologist, expressed his belief that, as shopping is a social experience with consumers more likely to buy more in a group than when they shop alone, online retailers need to replicate this experience in the online world. He said: "E-commerce operations need to find ways to increase the social aspect of what they offer online - especially as people will look for this more nowadays thanks to some retailers offering such facilities via Facebook, for instance." Mr Jones also predicted that more shoppers will make purchases via mobile devices this year, which will prompt online retailers to create apps to allow consumers to get "exactly what they want" quickly. Earlier this year, Kate Adamson, a global branding and marketing strategist, advised small firms to offer their customers a range of discounts and deals through their social media channels. Thu, 2 Feb 2012 http://www.dbg.co.uk/multichannelmarketingfirmstolaunchmoreappsin2012/1114?rss=801281576 More multi channel marketing firms are to interact with consumers through apps in 2012, according to a leading research firm. Dan Shey, enterprise practice director at ABI Research, expressed his belief that companies will look to reach customers on the move this year through mobile advertising campaigns. He said: "Expect more businesses to launch or experiment with B2C [business to consumer] apps to drive more intimacy between businesses and consumers. Banking and airlines have been the early adopters. "Retail will be the hot market in 2012 and for the next several years." Mr Shey added that tablet computers are also likely to be more widely used by businesses in 2012, potentially encouraging more firms to run business-to-business campaigns. His comments follow the publication of new figures from IBM which showed that the number of transactions conducted on mobile devices in the UK increased by 186.5 per cent in December 2011 compared to the same period a year ago. Wed, 1 Feb 2012 http://www.dbg.co.uk/smallfirmstoturntoonlinemarketingtoattractmorecustomers/1114?rss=801281578 Small firms should embrace online marketing campaigns in order to attract more customers to their brand, according to an industry expert. Philip Calvert, social media commentator and founder of the world's first professional networking website for independent financial advisors ifalife.com, urged small businesses to get across their essence in their online promotional campaigns. He said: "[For] a small service product provider, if people get a sense of what you're about online, it will be of great benefit in driving people to your site. "Every person is unique in some way and if you can express some aspect of your individual style, then people are definitely going to like it." Mr Calvert added that it is vital firms get across their brand message in search engine searches and emphasised the need for firms to focus on social media marketing and search engine optimisation. Last month, Bruce Biegel, managing director of consultancy firm Winterberry Group told the B to B Online site that companies are focusing on social media and mobile marketing and trying to determine how these channels fit into their overall marketing strategy. Wed, 1 Feb 2012 http://www.dbg.co.uk/firmsmissingoutonsalesbyfailingtorespondtocustomerenquiries/1114?rss=801281625 UK firms are missing out on sales by failing to respond to online customer enquiries, according to new research. A survey conducted on behalf of the Direct Marketing Association's (DMA) Response Management Council found that that one in ten firms do not respond to online queries about their products or services despite offering a contact form on their website. The DMA estimates that online firms which run integrated marketing campaigns are missing out on "millions of pounds a year" by not replying to these requests. Companies are also taking longer to answer enquiries, with the report showing it now takes an average of 5.4 days compared to 3.4 days in 2009. Jo Varey, chair of the DMA's Response Management Council, said: "Companies are rightly spending money on marketing their products and services, but it appears that many are failing to invest properly in the means to convert online interest into sales. "This is a false economy: British retailers are undoubtedly losing millions of pounds in sales as a result." A total of 37 million UK consumers now shop online, according to recent figures published by the Interactive Media in Retail Group. Wed, 1 Feb 2012 http://www.dbg.co.uk/multichannelmarketingcampaignstobemorepopularin2012/1114?rss=801280211 More firms are set to run multi channel marketing campaigns in 2012 in a bid to cut costs, according to an industry expert. George Diguido of Zeta Interactive expressed his belief that funds will still be at a premium for many marketers and they will therefore look to save funds by integrating all their marketing channels.  He wrote on the I Media Connection blog: "With marketing budgets still being scrutinised and lowered across both digital and traditional marketing strategies, marketers will look to optimise their digital campaigns across email, mobile, and social channels. "Service providers will follow suit with integration of email, mobile, and social capabilities into a single platform framework." Mr Diguido advised companies to run more mobile-friendly email marketing campaigns in 2012 as more and more consumers use their mobile phones to read their emails on the go. A recent report from IBM showed that the number of transactions conducted on mobile phones and tablet computers in the UK increased by 186.5 per cent in December 2011 compared to the same period a year ago. Tue, 31 Jan 2012 http://www.dbg.co.uk/socialandmobilearethetwokeymarketingtrendsfor2012/1114?rss=801280212 Firms running integrated marketing campaigns will focus on social media and mobile channels this year, it has been claimed. Speaking with the B to B Online website, Bruce Biegel, managing director of consultancy firm Winterberry Group, expressed his belief that companies are focusing on these two channels and trying to determine how they fit into their overall marketing strategy. He told the news provider: "They're putting money toward these [channels], but aren't quite sure yet about performance and metrics, particularly with social. "With mobile, marketers are working to determine the right message to the right person on the right device." Mr Biegel added that marketers will also be looking for a greater insight into their customers habits this year and aiming to hone their email marketing techniques. Facebook recently announced it will give away £4.2 million worth of adverts to around 50,000 small businesses in Europe via its Ad Boost programme. Tue, 31 Jan 2012 http://www.dbg.co.uk/interactivevideomarketingcampaignsforecasttobepopularin2012/1114?rss=801280214 Interactive video marketing campaigns are set to be widely used this year, it has been claimed. In an interview with the B to B Online website Ginger Shimp, marketing director at business software firm SAP, said that more firms will look to engage their customers with innovative video content. She told the news provider: "In 2012 we'll see lots of standard video and rich-media campaigns, but I anticipate we'll see a higher percentage of interactive video campaigns. "Content will have to become more focused throughout the funnel to engage interactive participation." Ms Shimp added that companies will develop more targeted campaigns this year to ensure that the messages reach their intended audience. YouTube recently announced that four billion online videos are now streamed every day on its website, a 25 per cent increase in the past eight months. It is estimated that 60 hours of video is now uploaded to YouTube every minute, compared with the 48 hours of video uploaded per minute in May. Tue, 31 Jan 2012 http://www.dbg.co.uk/growthofinterneteconomyhighlightspotentialofonlinemarketingcampaigns/1114?rss=801278870 Online marketing campaigns could become even more crucial for firms over the coming years after new research forecast that the value of the internet economy is set to more than double by 2016. Market research firm Boston Consulting Group has projected that the internet economy in the world's leading counties, known as the G20, is set to grow from $2.3 trillion (£1.5 trillion) to $4.2 trillion (£2.7 trillion) in 2016. This growth is likely to be driven by a sharp rise in internet users across the world, with three billion people expected to be online by 2016, compared to 1.9 billion in 2010. David Dean, co-author of the report and senior partner at Boston Consulting Group, said: "No company or country can afford to ignore this development. Every business needs to go digital. "The 'new' internet is no longer largely western, accessed from your PC. It is now global, ubiquitous and participatory." With the study also predicting that 80 per cent of all internet users will access the web using a mobile phone, firms should also make efforts to make online marketing campaigns mobile-compatible. Mon, 30 Jan 2012 http://www.dbg.co.uk/ensureyouusetherightmarketingchanneltoreachcustomers/1114?rss=801278872 Companies which run multi channel marketing campaigns have been urged to choose the right medium for their adverts to ensure they reach their intended audience.  Stefan Drew, known as the 'marketing magician' at marketing website stefandrew.com, advised businesses to determine what media their target audience is likely to interact with before developing a marketing campaign. He said: "If I was advertising to young people, where would I find young people these days? Facebook. "Whereas if you wanted to get to people 60/70 plus, some will be on Facebook but probably not so many of them. It is about choosing the right channels for your marketing." Mr Drew added that young people are unlikely to read a newspaper so they would be more influenced by Facebook adverts, while businessmen are more likely to be reached on the professional networking site LinkedIn.  Earlier this month, Facebook announced that it will give away £4.2 million worth of adverts to around 50,000 small European businesses. Mon, 30 Jan 2012 http://www.dbg.co.uk/moremobilemarketingcampaignstobelaunchedasconfidenceindevicesrises/1114?rss=801278876 More mobile marketing campaigns could be launched this year after one expert suggested that consumers are more confident making transactions on mobile phones. David Hoggs, commerce sales leader for IBM Europe, claimed that smartphones have become so commonplace that many people no longer hold any reservations about purchasing goods online via their mobile device. He said: "Historically, Apple and iPhones came very early into the marketplace and over the last year there has been a great growth in Android handsets. "Basically I think consumers are becoming more familiar and more confident in using the devices. Perhaps a year ago, people might have done a test purchase, but this year they have actually been using them much more regularly." His comments follow the publication of new figures from IBM which showed that the number of transactions conducted on mobile phones and tablet computers in the UK increased by 186.5 per cent in December 2011 compared to the same period a year ago. Overall, mobile shopping accounted for 12.9 per cent of online sales, a rise of 5.6 per cent from December 2010. Mon, 30 Jan 2012 http://www.dbg.co.uk/mobilerepresentsarealopportunityforfirms/1114?rss=801277149 Multi channel marketing firms which are considering expanding their campaigns could opt to run their adverts on mobile devices as they provide a "real opportunity" to businesses. That is according to Dr Akif Khan, co-author of the report and director, products and services, at CyberSource, who claimed that the mobile-commerce sector will only continue to grow over the coming years. "The mobile channel presents a real opportunity for merchants. 38 per cent of merchants now have a dedicated mobile website and 26 per cent have their own app," he said. Dr Khan added that firms need to understand the fraud risks associated with mobile marketing are different from other channels and need to be understood. The eighth annual UK Online Fraud Report by CyberSource revealed that nearly three quarters (73 per cent) of firms are expecting to experience a rise in online sales in 2012. Small companies are the most ambitious, predicting a 35 per cent surge in sales. Fri, 27 Jan 2012 http://www.dbg.co.uk/growingpopularityofyoutubehighlightsimportanceofvideomarketingcampaigns/1114?rss=801277156 More firms could be set to include video content in their integrated marketing campaigns after new figures highlighted the growing popularity of YouTube. The video sharing service, which was bought by Google for $1.65 billion (£1.05 billion) in 2006, has announced that four billion online videos are now streamed every day, a 25 per cent increase in the past eight months. Approximately 60 hours of video is now uploaded to YouTube every minute, or one hour a second, compared with the 48 hours of video uploaded per minute in May. "Since the dawn of YouTube, we've been sharing the hours of video you upload every minute," said the site via the official YouTube blog. 'In 2007 we started at six hours, then in 2010 we were at 24 hours, then 35, then 48, and now...60 hours of video every minute, an increase of more than 30 percent in the last eight months.' It follows the publication of a study from social video specialist Unruly, which showed that the 20 most-popular video adverts were shared on social networking sites 25 million times in 2011, up from just five million 'shares' last year. Fri, 27 Jan 2012 http://www.dbg.co.uk/expandyouremailmarketingdatabaseintherealworld/1114?rss=801277157 UK firms should aim to expand their email marketing database in the "real world" rather than online, according to an industry expert. Tal Nathan, writing for marketing news website Clickz, encouraged retailers with physical shops to get shoppers to write down their email address in-store in a bid to increase the amount of people receiving their email marketing content. He said: "Most retailers see higher lifetime value for customers who buy offline and online. "So incentivise appropriately and capture the email address at the retail point of sale. This same principle carries to trade shows and other events. Remember, if you're asking for somebody to handwrite their email address, have them complete it twice!" Mr Nathan added that companies which operate call centres should also encourage staff to collect email addresses over the phone, even if a consumer has only made a customer service enquiry. Earlier this month, market research firm Econsultancy published a report which shows that the UK email marketing industry expanded by 15.5 per cent last year to reach a value of £388 million. Fri, 27 Jan 2012 http://www.dbg.co.uk/smallukfirmstorunfreeadsonfacebook/1114?rss=801275910 Small UK firms will be able to advertise on Facebook for free as part of their multi channel marketing campaigns, it has been revealed. The social networking giant has announced that it will give away £4.2 million worth of adverts to around 50,000 small businesses operating in the UK, France, Germany, Spain and Italy. Each company will be given up to 100 euros (£83) worth of credits to use in the social networking giant's Ad Boost programme. The news coincided with the release of a report from Deloitte which shows that Facebook had supported 35,200 jobs across Europe and contributed more than £2 billion to the UK economy. Facebook's chief operating officer Sheryl Sandberg said: "Today's report shows Facebook is about a lot more than sharing pictures or keeping up with friends. "As the Deloitte study highlights, social media is proving particularly valuable for small and medium-sized businesses, which form the backbone of the European economy." Thu, 26 Jan 2012 http://www.dbg.co.uk/morefirmstoembracemobilemarketingfollowinggrowthofmcommerce/1114?rss=801275913 More firms in the UK could be set to expand their multi channel marketing campaigns to mobile devices after new research revealed the growth of m-commerce. A report from RichRelevance, a provider of personalisation to online retailers, has revealed that more than a quarter (27 per cent) of online shopping excursions took place on a mobile device in December. The study also shows that mobile shoppers spent more than those on desktop computers, with the average order value on mobile devices reaching £111.86 compared with £102.20 on desktops. Darren Hitchcock, vice president of UK and European region of RichRelevance, said: "M-commerce is rapidly becoming a top priority for the retail industry as customers look to connect with retailers anytime, anywhere. "This is evidenced by the fact that mobile devices accounted for more than a quarter of online shopping and nearly £1 in every £10 this Christmas." Mobile marketers would also be wise to ensure their adverts are compatible with Apple products, with 79 per cent of all mobile purchases made from Apple iOS devices in December. Thu, 26 Jan 2012 http://www.dbg.co.uk/firmslookingtobetterintegratemarketingcampaignsin2012/1114?rss=801275918 UK firms are planning to better integrate their print and digital marketing campaigns next year, according to new research. Marketing production specialist Charterhouse has published the results of a new survey which shows that 59 per cent of marketers merge print and digital in at least one in two campaigns, with a URL the most common method used by firms to launch integrated marketing campaigns.  However, more advanced tools such as QR codes and augmented reality were used far less frequently, with 26 per cent and five per cent of respondents embracing these new technologies. Looking ahead to 2012, the number of firms using QR codes to integrate their campaigns will rise to 51 per cent. Ivan Skoric, head of digital services at Charterhouse, claimed that these technologies can enhance marketers' activities but they should not be viewed as an "end-result". "Simply sticking a QR code or digital watermark on print marketing to drive interest to your homepage is not going to achieve results. "The objective of linking print and digital should be to engage audiences with sticky online content as part of a broader experience." Thu, 26 Jan 2012 http://www.dbg.co.uk/reportmultichannelmarketinghelpsboostemailmarketingindustry/1114?rss=801274897 The email marketing industry grew last year as a result of the increased use of cross-channel marketing services, according to new research. Market research firm Econsultancy has published its 2012 Email Marketing Platforms Buyer's Guide which estimated that the UK email marketing industry expanded by 15.5 per cent last year to reach a value of £388 million. According to the study, this growth was largely driven by the rise of cross-channel marketing, with email now considered an essential part of a wider campaign. Furthermore, the rising popularity of mobile devices has allowed consumers to access their email remotely - providing a further boost to email marketing. "With the rise of social media, the talk of the industry at the beginning of 2011 was all about social media being the death of email," Henry Hyder Smith, managing director of Adestra, told Econsultancy. "The market has actually grown and the two channels have grown to complement each other. Email marketing has not lost its place in the marketing communications mix, but it has and will have to evolve to fit into the changing times." Wed, 25 Jan 2012 http://www.dbg.co.uk/smallfirmsurgedtocreateinnovativeonlinemarketingcampaigns/1114?rss=801274901 Small firms should create an innovative online marketing campaign to help attract more customers, according to an industry expert. Mike Ogilvie, accountant and international conference speaker at mikeogilvie.com, claimed that many smaller enterprises fail to get the basics of marketing right and therefore make a loss on their investment. He said: "I think marketing should be limited to great customer care for most small businesses - get that so right that people talk about you locally as well as over the internet. "You will find that you won't have to spend much on marketing - your fans will do your marketing for you." Mr Ogilvie emphasised the need for firms to create a multi channel marketing campaign which makes them stand out from the crowd and encourages consumers to make positive comments about them. Affiliate marketing is another option for small firms looking to promote their operations, with LinkShare UK recently revealing that its brands have posted a 38 per cent rise in sales this year after embracing affiliate marketing. Wed, 25 Jan 2012 http://www.dbg.co.uk/keepcustomersattheheartofintegratedmarketingcampaignssaysexpert/1114?rss=801274903 UK firms have been urged to keep customers at the heart of their integrated marketing campaigns to ensure they are a success. Jonathan Gardner, director of communications at Vibrant, a provider of contextual technology for internet advertising, predicted that 2012 will mark a return to the basic qualities of marketing, with relevant content among the most important characteristics. He said: "Keep consumers and their desires, hopes, and aspirations central to your marketing and you'll stay on top. More than ever, the people will be in the drivers' seat." Mr Gardner added that businesses should analyse what content engages their audiences and create advertising campaigns based on their preferences.  Furthermore, he revealed that consumers are becoming more "spending-conscious", rather than simply price-conscious, so firms will have to heavily promote the value of what they are selling. Earlier this month, Geoff Jackson, director of search and technology at Clubnet Search Marketing, branded firms which failed to run multi channel marketing campaigns on Google+ foolish. Wed, 25 Jan 2012 http://www.dbg.co.uk/emailnewslettersshouldbepartofwidermultichannelmarketingcampaign/1114?rss=801273685 Firms should send an email newsletter to customers as part of a wider multi channel marketing campaign, according to an expert. Kate Adamson, global branding and marketing strategist, advised firms to not merely send out email newsletters as the best-performing companies run marketing campaigns through a number of channels. She said: "Make sure that you make your email newsletter available on your website too - many services make it simple to do this - then you can engage other visitors not on your email list with that content. "You can also then use social media channels to broadcast further to followers and fans."  Ms Adamson urged companies to "wring the last ounce of benefit" from every marketing activity they undertake to ensure the whole marketing programme is more valuable than the sum of its parts. Earlier this month, Riaz Kanani, marketing director at digital marketing agency Alchemy Worx, claimed that email will remain an essential marketing tool over the next 12 months as it has remained effective despite the sharp rise in the number of emails sent. Tue, 24 Jan 2012 http://www.dbg.co.uk/beobjectiveaboutnewstopicsincludedinemailnewsletters/1114?rss=801273688 UK firms should be open-minded about the news topics they include in their email marketing newsletters, according to an expert. Kate Adamson, a global branding and marketing strategist, advised British companies to consider providing links to third-party sources in their email newsletters in order to make their correspondence more enjoyable to read. She said: "My advice when it comes to email newsletters is to be as objective as you can about what constitutes news. "Don't be afraid to point people to content which isn't directly about you and your business, so that you avoid sounding like one long sales pitch - and remember that it takes time, effort and consistency to build a loyal audience." Ms Adamson encouraged firms to check out the 2012 UK Email Marketing Benchmark Survey by Sign-up.to to determine what type of open rates and results they should be expecting. The study found that average email open rates rose from 18.21 per cent to 18.35 per cent over the last 12 months. Tue, 24 Jan 2012 http://www.dbg.co.uk/directmailmarketingpricestosurge20followingremovalofbulkmailpricecontrols/1114?rss=801273695 The cost of direct mail marketing campaigns could rise by at least 20 per cent following the removal of price controls on commercial mail, it has been revealed. Under current HMRC guidelines, bulk mail is exempt from VAT charges but postal regulator Ofcom is considering making these services and products liable for the 20 per cent tax. Direct Marketing Association (DMA) has claimed that the move, which could come into force by 2nd April 2012,would seriously damage the long-term prospects of advertising mail. Mike Lordan, chief of operations at the DMA, said: "These additional costs could well prove to be the final straw for many companies that will abandon the medium in favour of more competitively-priced marketing channels." Although the majority of businesses will be able to claim back VAT payments, charities and companies working in the financial services will not be eligible for the exemption. A recent survey by GI Insights revealed that 47 per cent of Brits have been prompted to visit a firm's website after receiving post from them. Tue, 24 Jan 2012 http://www.dbg.co.uk/ukfirmssettocontinuetoinvestinmarketingin2012despitepooreconomy/1114?rss=801272439 UK firms are set to continue to invest in multi channel marketing campaigns this year despite the poor economy, according to an industry expert. Recent figures from the Advertising Association revealed that advertising spend in the UK grew by 1.5 per cent in the third quarter of 2011 to £3.8 billion, with a similar rate of growth expected in the fourth quarter.  One of the biggest growth areas was recorded in cinema, with marketing spend up 18.8 per cent, while radio advertising spend increased by 13.4 per cent. A spokesperson for Marketing Quotes, a firm which helps UK businesses get free advice and quotes from local marketing companies, predicted this growth will continue despite the deteriorating state of the economy. They said: "There does not appear to be a slowdown in the number of businesses that are looking into marketing, such as companies looking for website designers or PR agencies; if anything there seems to be an upward trend as UK businesses are investing more into their marketing to combat the downturn." Mon, 23 Jan 2012 http://www.dbg.co.uk/firmswhichuseaffiliatemarketingbenefitfrom38growth/1114?rss=801272441 Companies which used affiliate marketing last year benefitted from significant growth, according to new research. Affiliate marketing network LinkShare UK has reported that its network of over 280 brands have benefitted from year-on-year growth in sales of 38 per cent, exceeding the growth levels reported in the e-commerce sector as a whole, which currently stands at 18 per cent. Penny Mather, marketing director at LinkShare, claimed that it is now "outdated" to see online and offline marketing activity as separate. She said: "Consumers go on a non-linear journey when making a decision what to buy and may touch the on and offline worlds several time in a variety of ways before making a decision to purchase an item. "As marketers and retailers become more savvy to this we expect them to invest in solutions that ensure their brand has a multichannel and varied online presence." Mr Mather identified four emerging integrated marketing trends that will be significant to retailers in 2012, including the growth of the luxury market, the continuing blurring of on and offline worlds, social marketing and experimentation with new technologies. Mon, 23 Jan 2012 http://www.dbg.co.uk/itisfoolishnottorunmultichannelmarketingcampaignsongoogle/1114?rss=801272445 UK firms which fail to run multi channel marketing campaigns on Google+ have been branded foolish by one industry expert. Geoff Jackson, director of search and technology at Clubnet Search Marketing, a UK based search marketing agency, claimed that Google's social networking site is an ideal marketing platform as firms can directly interact with their customers. He said: "You would be a fool not to utilise Google+ and ensure that you are doing everything you can to encourage the social interaction and sharing of your content via Google+ as it is the perfect leverage for Google to use their own social platform as a direct social signal for ranking web pages." Online marketing research company comScore recently revealed that 2.6 million UK consumers visited Google+ in November last year. Overall, 67 million visitors logged onto Google+ in November, up from 20 million in the three weeks after its invitation-only launch in July 2011, with the US attracting the greatest number of visitors with 14.7 million. Mon, 23 Jan 2012 http://www.dbg.co.uk/firmstorunmoretabletbasedmarketingcampaigns/1114?rss=801271030 UK firms could be set to run more marketing campaigns on tablet computers after a new report forecast record sales of the mobile devices this year. Market research firm Deloitte has predicted that five million current owners of tablets such as the iPad and Galaxy Tablet will buy an additional device in 2012 to help contribute to overall sales of £1.3 billion.  Companies could, therefore, consider publishing more advertising material in tablet format as part of their multi channel marketing campaigns to reach out to consumers. The firm also predicted that Apple's share of the tablet market will decline over the next 12 months as competition in the sector rises sharply. Jolyon Barker, global lead for Deloitte's TMT practice, claimed that tablet computers are set to become increasingly popular over the next five years. He said: "The tablet explosion has shown little sign of slowing down since hitting the market in 2010 and is set to take the mantle of the most rapid multiple market penetration in history. "It is worth remembering that it took several decades after introduction for more than five per cent of households to have more than one car, phone, radio or TV." Fri, 20 Jan 2012 http://www.dbg.co.uk/consumersultimatelywantoffersthroughsocialmediachannels/1114?rss=801271033 Small firms running social media marketing campaigns should offer their customers a range of discounts and deals, it has been claimed. Kate Adamson, global branding and marketing strategist, claimed that many larger companies waste funds investing in expensive, creative games and content for their social media campaigns which customers are not interested in. She said: "What consumers actually want is preferential offers, treats and free stuff - which in many respects levels the playing field [for small firms]. "Yes, small businesses need to be engaging and knowledgeable online, but ultimately, if you can keep churning out treats via your social media channels - according to all the evidence, you will be giving the customer what he or she wants." Ms Adamson advised businesses to simply ask their customers exactly what they want from their integrated marketing campaigns in order to gain an advantage over their rivals. Earlier this month, Richard White, founder of sales training website TheAccidentalSalesman.com, urged businesses to integrate their social media offerings with other marketing channels. Fri, 20 Jan 2012 http://www.dbg.co.uk/firmsmustclarifytheirtargetaudienceforsocialmediamarketingcampaigns/1114?rss=801269843 UK firms which are looking to run social media marketing campaigns should ensure they know who their target market is beforehand, according to an industry expert. Richard White, founder of sales training website TheAccidentalSalesman.com, claimed that social media could have a place in the sales and marketing strategy of most businesses as long as they integrate it with other marketing channels. He said: "You should first clarify your target audience and then look to how you can use social media to better reach your target audience and people who interact with your target audience. "For example, Facebook may be more appropriate for a chain of hair dressers, but a consulting firm may be more suited to LinkedIn." Mr White added that businesses should consider getting specialist help to ensure their marketing communications are "joined up" and present a uniform brand message. A recent report from TBG Digital revealed that cost per click rates for campaigns which recruit fans or require users to install applications on Facebook were 45 per cent less than those that directed consumers away from the social networking site. Thu, 19 Jan 2012 http://www.dbg.co.uk/crosschannelattributionsettobekeyformultichannelmarketingfirmsin2012/1114?rss=801269845 Firms which run multi channel marketing campaigns are set to focus on cross channel attribution in 2012, according to an industry expert. Ed Stevenson, managing director of Marin Software, claimed that many companies which ran marketing campaigns through multiple channels last year failed to determine how successful each individual campaign was in relation to how much money was spent on the platform. He wrote on the Econsultancy blog: "As more channels make the attribution process even more complex, brands and marketers will need to start considering solutions that can help them keep track of where spend is being allocated, in line with the actual channel that a conversion can be attributed to." Mr Stevenson added that firms which do not embrace cross channel attribution are merely "blindly" designating budgets based on rough estimates. Recent research from technology giant HP revealed that half of small and medium-sized businesses in the UK use social media platforms as part of their integrated marketing campaigns. Thu, 19 Jan 2012 http://www.dbg.co.uk/marketingspendrisesinq42011/1114?rss=801269846 Marketing budgets increased for the second consecutive quarter in the last three months of 2011, according to new research. The latest Institute of Practitioners in Advertising (IPA) Bellwether report shows that 20 per cent of firms increased their multi channel marketing budgets compared to around 19 per cent who reported a fall, resulting in an overall increase of 0.6 per cent. The report also suggested that UK companies are beginning to shun traditional marketing channels in favour of online and more direct marketing strategies. Online advertising reported the strongest growth, with investment in the channel rising by 13.4 per cent. Nicola Mendelsohn, president of the IPA and chairman of Karmarama, was encouraged that the report also underlined businesses' intentions to up their marketing budgets in 2012. She said: "This rise in spend for a second successive quarter shows that many companies remain committed to invest in marketing at present. "Moreover the impact of key sporting events such as the London 2012 Games and the Euro football championships will likely lead to increased buoyancy in the marketplace with a corresponding boost in marketing expenditure." Thu, 19 Jan 2012 http://www.dbg.co.uk/halfofuksmbsusingsocialmediaaspartofintegratedmarketingcampaigns/1114?rss=801268584 Half of small and medium-sized businesses (SMBs) in the UK use social media platforms as part of their integrated marketing campaigns, according to new research.  Technology giant HP has published its SMB Index which shows that 50 per cent of small firms are using sites such as LinkedIn and Facebook in order to promote their business. Of this group, more than 70 per cent have generated either a new business lead or revenue from such platforms. Rebecca Shears, head of marketing at HP UK & Ireland, claimed that the study "clearly shows" the potential value of social media marketing in terms of lead and revenue generation. She said: "Technology is a key driver for business growth, and the arrival of e-commerce trading sites and social networks aimed at businesses offer enhanced sales and marketing opportunities, especially for smaller companies." The main reasons cited by firms that did not opt to embrace social media marketing were a lack of value in using them and lack of time to spend on them. Wed, 18 Jan 2012 http://www.dbg.co.uk/smbsonlinemarketingcampaignsneedtosetthemapartfromthecompetition/1114?rss=801268585 Small and medium-sized businesses (SMBs) in the UK have been urged to create online marketing campaigns which will set them apart from the competition.  Richard White, founder of free sales training site TheAccidentalSalesman.com, urged small firms to carve out their own niche in the online marketing sphere, just as many firms do with offline platforms as part of their multi channel marketing campaign. He said: "In fact, given that Google and other search engines can find thousands of competitors within seconds, the need for SMBs to go niche is even more important online than it is offline. "[Having a] niche is not enough - take any niche and online you are guaranteed to find lots of competitors. SMBs need to go micro niche with their online communication." Mr White added that creativity and innovation is also a very important aspect of online marketing campaigns to ensure that young customers are engaged with the content. Earlier this month, Philip Guarino, the founder of Boston-based consultancy firm Elementi Consulting, predicted that firms would create more tailored campaigns this year to attract local customers. Wed, 18 Jan 2012 http://www.dbg.co.uk/emailmarketingsettobeusedincreasinglyin2012/1114?rss=801268588 UK firms are set to increasingly use email marketing to promote their business during 2012, according to an industry expert.  Riaz Kanani, marketing director at digital marketing agency Alchemy Worx, claimed that email will remain an essential marketing tool over the next 12 months as it has remained effective despite the sharp rise in the number of emails sent. He said: "In the past few years, we have seen email volumes double without any effect on unsubscribe rates - suggesting marketers are sending relevant emails and that an upper limit on the number of emails sent has not yet been reached. "As a result, despite the challenging economic outlook for 2012, we will continue to see plenty of growth in email marketing." Mr Kanani added that new data analytic tools will allow firms to gain a better understanding of their customers and enable them to deliver high quality, tailored content. A recent report from marketing firm Sign-Up.to revealed that average email open rates rose from 18.21 per cent to 18.35 per cent over the last 12 months. Wed, 18 Jan 2012 http://www.dbg.co.uk/facebookcampaignscheaperthanotheronlineadssaysreport/1114?rss=801267318 Multi channel marketing firms which run advertising campaigns on Facebook are benefitting from significant discounts on cost per click (CPC) rates, it has been revealed. TBG Digital has published its Q4 Global Facebook Advertising Report which shows that CPC rates for campaigns which recruit fans or require users to install applications on Facebook were 45 per cent less than those that directed consumers away from the social networking site. Simon Mansell, chief executive officer of TBG Digital, claimed that it is in all advertisers' interests to ensure that "content resonates with their target audience" as users become discerning about what they view on social networks. He said: "The potential cost savings available by maintaining traffic within the Facebook environment is particularly compelling and demonstrates its effectiveness as an advertising channel and also as a 'destination', with more and more clients investing heavily into their Facebook presence." The report was based on 326 billion impressions from 205 countries. Tue, 17 Jan 2012 http://www.dbg.co.uk/majorityofcompaniesyettoinvestinmobilemarketing/1114?rss=801267320 The majority of companies are yet to invest in mobile marketing, according to a new survey. The World Federation of Advertisers (WFA) questioned its members on their marketing budgets and found that 66 per cent of firms have yet to dedicate any funds to mobile marketing and do not plan to do so in the near future. Furthermore, 44 per cent of respondents are not planning to invest in social search due to a lack of knowledge over how to use the platform. According to the study, more than two-thirds of leading businesses worldwide also admitted to not having a specific strategy or budget for paid search. Stephan Loerke, managing director of the WFA, said: "Paid search is a powerful platform for brands and 84 per cent of those surveyed plan to increase spend in this area. "However it could be even more effective for WFA members if there was greater transparency and clarity among media owners and agency suppliers." Tue, 17 Jan 2012 http://www.dbg.co.uk/emailremainsanirreplaceableaspectofintegratedmarketingcampaigns/1114?rss=801267322 Email remains an irreplaceable aspect of integrated marketing campaigns, according to an industry expert. Riaz Kanani, marketing director at Alchemy Worx, claimed that, when one considers that click through rates from emails are somewhere between five and ten per cent, email is driving more traffic online and offline than rival online marketing channels.   He said: "So email has the audience and the usage to be an important communication channel for marketers. As a result, email newsletters remain an irreplaceable asset in a marketer's toolbox. "Thanks to the persistent nature of the email inbox, there is no other channel that can deliver a marketer's message and know that the vast majority will not only see the business but also a message about as long as a tweet." Mr Kanani added that, unlike many other marketing channels, email marketing can generate significant revenue even 20 days after they were sent.  Marketing expert Anna Papachristos recently claimed that marketers will have to work harder to grab their customers attention this year as their email inboxes become overrun with marketing messages. Tue, 17 Jan 2012 http://www.dbg.co.uk/morefirmstoturntomobilemarketingfollowingsurgeinmobileshopping/1114?rss=801266073 More firms could be set to include mobile marketing as part of their multi channel marketing campaigns following a surge in shopping from mobile devices. A report from IBM has revealed that the number of transactions conducted on mobile phones and tablet computers in the UK increased by 186.5 per cent in December 2011 compared to the same period a year ago. Overall, mobile shopping accounted for 12.9 per cent of online sales, a rise of 5.6 per cent from December 2010. Furthermore, mobile traffic on retailers' websites surged by 169 per cent, meaning 15 per cent of all traffic came from mobile devices during December. "This Christmas shopping season has been characterised by consumers looking for deals and increasingly using their mobiles to shop online," said Andrew Jackson-Proes, enterprise marketing management leader for IBM UK & Ireland. "The report demonstrates that retailers can really benefit from smarter commerce initiatives by meeting their customers' expectations for offers and service via any device." Mon, 16 Jan 2012 http://www.dbg.co.uk/reachmorepeopleforlesswithemailmarketing/1114?rss=801266074 Email marketing can allow firms to reach more people for less money than any other online marketing channel, according to an industry expert. Riaz Kanani, marketing director at Alchemy Worx, claimed that email marketing offers companies an "exclusive path" to communicate with subscribers in a competitor-free zone as the majority of people do not subscribe to multiple email lists for the same content. He said: "People make a quick, but conscious decision as to whether they want to read, save or delete an email message and in that split second, businesses have an opportunity. "By getting the 'from' address right and thinking about the brand potential of your subject line, you can reach more people for less money than any other online marketing channel." A recent study from the Digital Marketing Association revealed that more than 60 per cent of consumers subscribe to receive emails from ten firms or less, with half of respondents only receiving three emails a day from those brands. Mon, 16 Jan 2012 http://www.dbg.co.uk/ensurebranduniformitywhenrunningmultichannelmarketingcampaigns/1114?rss=801266075 UK companies running multi channel marketing campaigns should ensure they create a uniform brand message across all media and formats, it has been claimed. Richard Brenkley, a marketing expert, claimed that it is "more important than ever" to deliver uniform branding through any medium through which they communicate with their customers, including their website, email or social media page. He wrote on the Coast Digital blog: "The requirement for brand and tone coherence has been increasingly highlighted with the use of social media by employees, making everyone within your company a brand ambassador." Mr Brenkley added that companies need to educate their staff on how to use social media effectively to make sure their brand image is consistent across all mediums and at all times. Earlier this month, the third annual Non-profit Social Network Report revealed that 89 per cent of non-profit organisations used Facebook as part of their integrated marketing campaigns in 2011, a rise of three per cent from the previous year. Mon, 16 Jan 2012 http://www.dbg.co.uk/marketerstotakeadvantageofsponsoredstoriesonfacebook/1114?rss=801264375 Multi channel marketing firms could take advantage of a new advertising service launched on Facebook. The social networking giant has announced that it has modified its 'sponsored stories' feature - adverts in the form of 'stories' or posts about a product - so that they are now labelled as 'featured' stories and appear in users' news feeds rather than on the right-hand side of the homepage. Firms can only pay for these adverts to appear in a feed if the user has already 'liked' the brand, with users only subject to one of these stories a day. A Facebook spokesman said: "We've begun slowly rolling these [sponsored stories] out in news feeds and are labelling them as 'featured'. "These stories respect your and your friends' privacy settings, and people will only see stories about people and pages they've already connected to." Facebook is currently rolling out the scheme across the world and it is now operational in the UK. Fri, 13 Jan 2012 http://www.dbg.co.uk/smartsegmentationkeytoemailmarketingcampaignsin2012/1114?rss=801264379 Smart segmentation will be a crucial aspect of successful email marketing campaigns, it has been claimed. Marketing expert Anna Papachristos, citing the Lyris Email Report: 5 Strategies to Jumpstart Your 2012, claimed that marketers will have to work harder to grab their customers attention this year as their email inboxes become overrun with marketing messages. Ms Papachristos predicts that email users will only "speed read" through the subject lines to determine if they want to open any messages, making tailored messaging more important than ever before. She wrote on the 1 to 1 Media website: "To keep consumers opening their email messages and offers, businesses must segment customers into smaller groups, treating each in a way that engages the individuals within it. "From there, companies can begin to build solid relationships through increased relevance, boosting their return on investment and response rates along the way." A recent study from marketing firm Sign-Up.to revealed that average email open rates across 23 industries rose from 18.21 per cent to 18.35 per cent over the last 12 months. Fri, 13 Jan 2012 http://www.dbg.co.uk/newpersonalisedgooglesearchresultscouldbeapowerfulmarketingtool/1114?rss=801264381 Changes made to Google's search results could make it a more powerful marketing tool for firms, it has been claimed. The search engine giant has unveiled its Search, plus Your World search initiative, which aims to personalise your search results by including more Google+ profiles, business pages, posts and photos when users are signed into their account. Stefan Boyle, founder of printed promotional material specialist printrepublic.co.uk, predicted that this new form of 'social searching' is set to take off in 2012. He said: "I think that's [Search, plus Your World] a hugely powerful tool for small businesses to connect with more people locally and I think it's a good thing - particularly from a marketing perspective." Mr Boyle added that the new feature may be a "slight concern" for some user's from a trust and privacy perspective. Online marketing research firm comScore recently revealed that 2.6 million Britons visited Google+ in November last year, with 67 million people across the world logging onto the social networking site in November. Fri, 13 Jan 2012 http://www.dbg.co.uk/emailmarketingtoincludemoreintelligentfeaturesin2012/1114?rss=801263264 Email marketing messages are set to include more intelligent features this year, it has been claimed. Ayo Oyedotun, an email marketing expert, claimed that more and more consumers became open to promotional emails last year and this trend is likely to continue in 2012. He wrote on the Business 2 Community blog: "Based on the present level of sophistication and reporting in email marketing, marketers are likely to focus more on intelligent message contents. "Aspects of emails previously paid less attention like email signatures, order confirmations, and subscription notifications will become more sophisticated and intelligently actioned." Mr Oyedotun added that email marketing messages will become more tailored to their audience this year. A recent report from marketing firm Sign-Up.to showed that average email open rates across 23 industries rose from 18.21 per cent to 18.35 per cent over the last 12 months. Thu, 12 Jan 2012 http://www.dbg.co.uk/nineoutoftennonprofitsusefacebookforsocialmediamarketing/1114?rss=801263266 Nearly nine out of ten non-profit organisations used Facebook as part of their multi channel marketing campaigns, according to new research. The third annual Non-profit Social Network Report has revealed that 89 per cent of non-profit organisations had a presence on Facebook in 2011, a rise of three per cent from the previous year.  Overall, Facebook usage by these companies has grown by around 15 per cent in the last three years. Facebook, which now has more than 800 million members, represents a great opportunity for charitable organisations to spread the message of their work to a huge global audience. Non-profit organisations are clearly improving the effectiveness of their Facebook campaigns as the average number of members for each charity rose 161 per cent in 2011 to 6,376 members, compared to 2,440 in 2009. Facebook appears to be attracting non-profit organisations away from other social media, with Twitter use among non-profits down three per cent to 57 per cent in 2011 and LinkedIn used by just 30 per cent of organisations. Thu, 12 Jan 2012 http://www.dbg.co.uk/marketingcampaignsongooglecouldbeboostedbysearchupdate/1114?rss=801263269 The effectiveness of integrated marketing campaigns on Google+ could be improved by changes made to the search function on the social networking site, according to an industry expert. Google has announced that social content shared on the site, such as videos and news articles, will now be given priority over other search results. Philip Calvert, social media commentator and founder of professional networking site IFAlife.com, claimed that firms could benefit from increased brand awareness as Google+ users share their content among themselves. "By finding a search result with somebody who appears to have endorsed a particular service provider, you are going to be influenced by that - just as people are influenced by ratings on Amazon, for example," he said. "This whole social media thing - the clue's in the title - it's all about social." A recent study from online marketing research firm comScore revealed that 2.6 million Britons visited Google+ in November last year. Overall, 67 million people across the world logged onto the social networking site in November. Thu, 12 Jan 2012 http://www.dbg.co.uk/ukretailersmoreadeptatmultichannelmarketingthanusfirms/1114?rss=801262080 UK retailers are running more productive multi channel marketing campaigns than their US counterparts, according to a new study. Yesterday (January 10th), market research firm Gartner published its Multichannel Forecast for the UK and US which shows that UK retailers generated 9.3 per cent of their revenue from e-commerce in 2011, while US firms generated just 5.3 per cent of their revenue through this channel. Mim Burt, research director at Gartner, claimed that firms can enhance the success of their e-commerce operations with a "multi channel approach". She said: "In many product categories, consumers prefer to shop online and take possession in the store. "Multichannel retailers that offer the ability to order online and take possession in the store will be offering increased flexibility to customers, which should enhance revenue for them." A recent study from the British Retail Consortium (BRC) and KPMG revealed the growing popularity of online shopping, with internet, mail order and telephone sales up by 18.5 per cent in December compared to the same month in 2010. Wed, 11 Jan 2012 http://www.dbg.co.uk/firmsforecasttosetmoreoftheirmarketingbudgetasideforsocialmediacampaigns/1114?rss=801262082 UK firms will set aside more of their integrated marketing budget for social media campaigns this year, according to an industry expert.  Philip Guarino, the founder of Boston-based consultancy firm Elementi Consulting, claimed that social media, especially Facebook, has now become a "serious" platform for marketers and budgets should therefore reflect this. He said: "Advertising [funds] still remain eschewed to print and television, places that consumers are spending ever less time. "As companies begin to realise where their customers are really spending their time, they will begin to reallocate resources away from traditional media to social platforms, with Facebook leading the pack." Mr Guarino added that Facebook itself will evolve in 2012 as it looks to offer better insights and improve its e-commerce functionality.    Earlier this month, Lori Turner-Wilson, managing partner of RedRover Sales & Marketing, told the Memphis Daily News that businesses should try and limit the amount of corporate information they publish on their Facebook page. Wed, 11 Jan 2012 http://www.dbg.co.uk/firmsforecasttocreatemoretailoredonlinemarketingcampaignsin2012/1114?rss=801262083 UK businesses are set to create more tailored online marketing campaigns in 2012, it has been claimed. Philip Guarino, the founder of Boston-based consultancy firm Elementi Consulting, claimed that very few firms "garner and cultivate" an international audience effectively at present but he expects this to quickly change in 2012. He wrote on the Boston Globe website: "Data shows that brands with localised web and social media presence enjoy far greater engagement and brand buzz. "But the distinction between internationalisation and localisation is an important one. Successful localisation efforts go far beyond language translation alone. They create and encourage content that is relevant to the local audience." Mr Guarino added that firms running multi channel marketing campaigns should look to encourage customer interaction through all of their available channels, such as mobile, online and social media. Michael Halligan, founder of Engage Marketing, recently told the Start Up Smart website that many companies make the mistake of trying "desperately" to gain as many fans as possible when running social media marketing campaigns. Wed, 11 Jan 2012 http://www.dbg.co.uk/companiesthatfailtoembracemobilemarketingin2012willbeleftbehind/1114?rss=801260746 UK firms that fail to embrace mobile marketing practices in 2012 will struggle to keep up with the competition, according to an industry expert. Speaking with the Real Business website, Chris Combemale, executive director of the Direct Marketing Association (DMA), claimed that "clever businesses" are set to make greater use of mobile marketing in 2012. "Having a mobile version of your website is essential in a market where 50 per cent of consumers - a figure that's growing fast - own smart phones," he said. "Not having a mobile-compatible website will set you behind your competition." Mr Combemale added that consumers are increasingly happy to receive SMS messages from brands they trust, with the best-performing SMS campaigns those which encourage interaction with customers. Earlier this month, a survey from the Direct Marketing Association revealed that 38 per cent of mobile owners in the UK prefer receiving promotional offers via text message. Tue, 10 Jan 2012 http://www.dbg.co.uk/companiesurgedtotailortheirmarketingcampaigntoaudience/1114?rss=801260749 UK firms have been urged to tailor their multi channel marketing campaigns to their target audience. Speaking with the Real Business website, Chris Combemale, executive director of the Direct Marketing Association (DMA), claimed that firms should not simply invest all their funds in digital marketing as some older Brits may not respond to such advertising methods. He told the news provider: "In the majority of cases, the balanced utilisation of a number of media channels will be the most effective. "For the younger generation it might be a more mobile and social-media focused campaign. For those of an older demographic it might be one that uses advertising mail and email." Mr Combemale added that creative marketing campaigns have never been more important than in 2012, when marketing budgets will be stretched more than ever. A recent report from marketing firm Sign-Up.to revealed the growing effectiveness of email marketing, with average email open rates across 23 industries up from 18.21 per cent to 18.35 per cent over the last 12 months. Tue, 10 Jan 2012 http://www.dbg.co.uk/offlinemarketingchannelswillstillbekeyin2012/1114?rss=801260753 Traditional marketing channels such as direct mail will still play a key role in company's integrated marketing campaigns this year, it has been claimed. In an interview with the Real Business website, Chris Combemale, executive director of the Direct Marketing Association (DMA), predicted that businesses will invest more time and resources in digital marketing in 2012. However, Mr Combemale highlighted the fact that offline marketing practices will still be important despite the growing influence of internet and mobile campaigns. He said: "Businesses should consider maximising the effectiveness of their marketing campaigns through integration with offline channels, such as advertising mail. "Research conducted by the DMA has revealed that combining email and advertising mail raises campaign response rates." Figures from the Royal Mail show that 17.7 million Brits purchased an item after receiving a mail order catalogue in the past 12 months, with advertising mail generating an estimated £16 billion in sales for UK businesses. Tue, 10 Jan 2012 http://www.dbg.co.uk/emailmarketingopenratesupin2011/1114?rss=801259494 Email marketing became an increasingly effective marketing tool in 2011 after new figures revealed that email open rates in the UK rose last year The 2012 UK Email Marketing Benchmark Report from marketing firm Sign-Up.to shows that average email open rates across 23 industries rose from 18.21 per cent to 18.35 per cent over the last 12 months. The business to business sales category boasted the highest average unique open rate with 26.14 per cent, followed by restaurants with 23.67 per cent and then music with 21.46 per cent. Outside of the private sector, government and charity email communications achieved open rates of 31.17 per cent and 23.25 per cent respectively. Matt McNeill, chief executive of Sign-Up.to, said: "It's great to see that UK businesses, particularly SMEs, are continuing to get great results from email. "With marketing budgets under pressure email marketing is an ideal way to build lasting relationships with people without breaking the bank." Mon, 9 Jan 2012 http://www.dbg.co.uk/multichannelmarketingfirmsneedaclearstrategyforsocialmediacampaigns/1114?rss=801259496 Multi channel marketing firms need to create a clear strategy to ensure their social media marketing campaigns are a success, according to an industry expert. In an interview with the Start Up Smart website, Michael Halligan, founder of Engage Marketing, claimed that many companies make the mistake of trying "desperately" to gain as many fans as possible. He told the news provider: "They see that a rival has got 100,000 Twitter followers and they want the same. They jump into social media on a flimsy excuse of growing their numbers. You need a better way of doing it than that." Ms Halligan added that a solid marketing strategy is necessary for all firms to help improve the success rate of any social media marketing campaigns but especially start-up businesses that need to get their branding right. Earlier this month, Lori Turner-Wilson, managing partner of RedRover Sales & Marketing, told the Memphis Daily News that businesses should try and limit the amount of corporate information they publish on their Facebook and Twitter page and instead try and actively interact with their subscribers. Mon, 9 Jan 2012 http://www.dbg.co.uk/textisagreatwayforcompaniestoconnectwithcustomers/1114?rss=801259503 Sending text messages is a great way for companies to connect with their customers, it has been claimed. Speaking with Fox Business' Small Business Center website, Jon Wuebben, author of Content is Currency: Developing Powerful Content for Web and Mobile, expressed his belief that mobile marketing is often a cost-effective way in which firms can get their message across. He told the news provider: "Text ads and banner ads are a really good opportunity to test some ads and offers an inexpensive way to get started. "It's a great way for companies to connect [with subscribers]." Mr Wueeben added that text messages can include a variety of information including discounts, an invitation to opt into a texting list or a message directing them to the company's social media website. Earlier this month, a survey from the Direct Marketing Association showed that 38 per cent of mobile owners in the UK prefer receiving promotional offers via text message, while just 15 per cent favour mobile internet-based promotions. Mon, 9 Jan 2012 http://www.dbg.co.uk/textpromotionswarmlyreceivedbymobilephoneowners/1114?rss=801257940 Firms which deploy multi channel marketing strategies could choose to focus on mobile phone promotions after new research revealed their growing popularity. The Direct Marketing Association (DMA) has published results of a new survey which shows that 38 per cent of mobile owners in the UK prefer receiving promotional offers via text message, while just 15 per cent favour mobile internet-based promotions. This trend was even more pronounced in Germany and France, with 58 per cent and 60 per cent respectively revealing SMS is their preferred channel for receiving mobile-based offers. Mark Brill, head of the DMA's Mobile Marketing council, said: "The key to acceptable mobile marketing is to understand the target audience's preferences to ensure they engage with consumers in the way they want to be contacted. "Taking this considered approach must be at the heart of mobile marketing best practice." That poll was conducted by Toluna QuickSurveys on behalf of the DMA. Fri, 6 Jan 2012 http://www.dbg.co.uk/smesincreasinglyoptingforsocialmediamarketing/1114?rss=801257942 Small and medium-sized enterprises (SMEs) are increasingly embracing social media marketing as part of their integrated marketing strategy, according to new research. Market research and consultancy company Borrell Associates has published the results of a study which forecasts that US SMEs are set to almost double their spending on social media this year compared to 2011, a trend which could be replicated in the UK. The study found that around $2 billion (£1.3 billion) will be spent by smaller firms on social media campaigns in 2012, up from $1.1 billion (£709,800) in 2011. With social media campaigns growing in popularity, they are due to account for 13.7 per cent of SMEs total online advertising budgets for the year on social media campaigns. This trend is expected to continue through to next year, with US SMEs estimated to invest a total of $3.9 billion (£2.6 billion) by the end of 2013. Overall, 60 per cent of surveyed companies have a presence on social media sites, with Facebook named as the most popular platform, ahead of blogs, Twitter, YouTube and LinkedIn. Fri, 6 Jan 2012 http://www.dbg.co.uk/firmsurgedtoengagewithcustomersmoreviasocialmediain2012/1114?rss=801257948 UK firms which run multi channel marketing campaigns have been urged to engage with their customers more via social media in 2012. In an interview with the Memphis Daily News, Lori Turner-Wilson, managing partner of RedRover Sales & Marketing, expressed her belief that businesses should try and limit the amount of corporate information they publish on their Facebook and Twitter page and instead try and actively interact with their subscribers. She said: "When it comes to social media in particular, have more conversations and broadcast less. "The real value in your social media activity lies in interacting with your followers as engagement leads to brand loyalty." Ms Turner-Wilson added that mobile marketing is set to become more popular in 2012 so firms should create mobile-friendly websites and experiment with QR codes. A survey from The Direct Marketing Association has shown that 38 per cent of mobile owners in the UK prefer receiving promotional offers via text message. Fri, 6 Jan 2012 http://www.dbg.co.uk/googleattracts67mvisitsinnovember/1114?rss=801256787 Firms could look to incorporate social media into their multi channel marketing campaigns after new figures underlined the growing popularity of Google+. Online marketing research company comScore has revealed that the social networking website, which first became available to the public in September, attracted 2.6 million visitors in the UK in November last year. Overall, 67 million visitors logged onto Google+ in November, up from 20 million in the three weeks after its invitation-only launch in July 2011, with the US boasting the greatest number of visitors with 14.7 million. Mike Read, managing director of comScore Europe, expects the site to become even more popular in 2012. "The site has grown significantly since its launch and it will be interesting to see if increased exposure throughout the Google network, including Google Search and YouTube, will further accelerate its growth around the globe," he said. Paul Allen, the founder of Ancestry.com, expects that Google+ could have a total of 400 million users by the end of 2012, up from its present total of 62 million. Thu, 5 Jan 2012 http://www.dbg.co.uk/emailmarketingtoplayanincreasinglyimportantrolein2012/1114?rss=801256791 Email marketing will play an increasingly important role in a business' overall promotional activity, according to an industry expert. A study by Responsys has revealed that online shoppers received more e-mail marketing messages from retailers in 2011 than they did in 2010. On average, retailers sent each of their subscribers 177 promotional e-mails last year, a rise of 16 per cent from 2010 and a 50 per cent increase from 2008. "As we kick off the New Year, email continues to play an increasingly prolific role as a marketing tool for retailers," said Chad White, research director at Responsys. "During 2011, major retailers relied more than ever on cost-efficient email marketing to reach their customers and generate sales. And, we expect retail email volume to continue trending upward in 2012." Earlier this month, Adrian Caruso of marketing specialist TA Fastrack urged firms  to employ a professional to give their email template a new look in 2012. Thu, 5 Jan 2012 http://www.dbg.co.uk/multichannelmarketersurgedtodeveloplongtermstrategy/1114?rss=801256795 UK firms which develop a long-term multi channel marketing strategy will reap the most rewards, according to an expert. Alex Wall, social media manager at US-based search engine optimisation specialist We Do Web Content, claimed that companies which look ahead to the future when planning their promotional activities will undoubtedly enjoy more success than those who focus on short-term gains. He wrote on the Business 2 Community website: "In terms of staying power, long-term strategy will trump a viral YouTube video any day of the week, for not only brand recognition, but also for conversion." Mr Wall added that, as social media has now become entwined with search engine results, the best-performing companies will be those that find a way to "manage customer relationships while balancing perceptions". Firms should ensure all their employees help influence consumer perceptions of brands, services, and products by creating and sharing organic web content, he stated. Thu, 5 Jan 2012 http://www.dbg.co.uk/britsincreasinglyinfluencedbydigitalmediawhenbookingholidays/1114?rss=801255180 The importance of multi channel marketing has been underlined by new research which shows that Brits who interact with numerous channels spend more on their holidays. Business advisory firm Deloitte has published a survey which shows that 86 per cent of foreign and 91 per cent of domestic travel transactions are now 'digitally influenced', which include those where consumers use the internet, social media and smartphone apps to research their break. On average, multi channel consumers spend £927 per transaction for an overseas holiday and £498 for a domestic travel package while those who only use the internet spend an average of £705 and £340 respectively. Deborah Griffin, travel sector lead at Deloitte, claimed that Brits are now benefitting from a range of channels with which they can research their holidays.  She said: "The impact the internet now plays in a consumers' holiday buying decision does not fail to impress. "It is a significant factor across all sectors of the consumer economy but travel is easily the most mature." Wed, 4 Jan 2012 http://www.dbg.co.uk/firmsmakingslowprogresstointegratesocialmediamarketingstrategies/1114?rss=801255182 UK businesses are making slow progress in their attempts to integrate social media marketing into their overall promotional efforts, according to new research. Online research agency InSites Consulting has published a report, cited in eMarketer, which shows that just 14 per cent of senior marketing managers in the UK and US felt that their businesses had fully integrated social media into their multi channel marketing campaign. One of the main reasons firms were reluctant to integrate social media marketing appears to be a lack of belief that it will deliver financial benefits, with 48 per cent of organisations citing this as their primary barrier. Furthermore, 42 per cent believed that their products and services were not suited for social media, while 39 per cent thought that their company lacked top management support for integrated marketing. However, it appears that many firms are planning to embrace integrated marketing strategies, with 23 per cent currently working to integrate social media, 24 per cent in a pilot phase of social media and 26 per cent taking their first steps to integrate social media. Wed, 4 Jan 2012 http://www.dbg.co.uk/revampyouremailmarketingcampaignsin2012/1114?rss=801255185 UK businesses should revamp their email marketing campaigns in 2012 to help improve the success of their marketing strategy, according to an industry expert. Adrian Caruso of marketing specialist TA Fastrack expressed his belief that firms should employ a professional to give their email template a new look and catch the eye of readers. One particular aspect firms should pay attention to is the subject line of their messages as this is the first point of contact for recipients. He wrote on the etravelboard website: "Your subject line is the first thing your email recipients will see and it is the deciding factor whether they will open and read your emails. "Therefore, it's important to have a subject line that will convince your customers to read on." Mr Caruso added that the 'from' field is also important and firms should do their best to ensure this sounds more friendly by including a person's name rather than that of the company. Wed, 4 Jan 2012 http://www.dbg.co.uk/marketersurgedtopromotevaluein2012campaigns/1114?rss=801254210 Multi channel marketing executives have been urged to promote value in their campaigns for this year. With figures from Verdict revealing that growth in consumer spending is set to fall to its lowest level in 40 years at 1.2 per cent, firms will have to compete for Britons' money harder than ever before this year. However, Rick Vlemmiks, the departing commercial director of British Gas, claimed that firms will have to do more than simply endlessly discount their goods as consumers will be looking for the right balance between price and customer experience. "Next year will be all about value, value, value. It won't be about discounting and selling things for cheap, it will be about communicating to consumers what they get for their money," he said. "It's all about value, not being the cheapest. It's about reassuring customers and giving them relevant propositions and brilliant products." A recent report from the Institute for Public Policy Research forecast that economic growth in 2012 will be lower than the 0.9 per cent predicted by the government. Tue, 3 Jan 2012 http://www.dbg.co.uk/onlinequalitativeresearchkeytomarketingsuccessin2012/1114?rss=801254212 Online qualitative research should be a key part of UK firms' integrated marketing strategy in 2012, according to an industry expert. Jeffrey Hayzlett claimed that the shift to online qualitative research has already begun and is only likely to accelerate over the coming 12 months. He wrote on the Huffington Post website: "The need for deeper and richer insights to support making better marketing and business decisions is critical. Companies must be prepared to act fast. "This category is rapidly growing and the corporate researchers that make the move will be best positioned to be the winners in this new game." Mr Hayzlett added that online qualitative research is a "business imperative" in his opinion. A recent report from the Royal Bank of Scotland revealed that nearly 90 per cent of UK firms with a revenue above $40 million (£25.5 million) are set to spend the same or more on their social media strategy in 2012 as they did this year. Tue, 3 Jan 2012 http://www.dbg.co.uk/ukfirmsurgedtocontinuetoinvestinmarketingthisyear/1114?rss=801254213 UK firms have been urged to continue to invest in their multi channel marketing campaigns this year to ensure they stay ahead of their competition. In an interview with thedrum.co.uk, Jason Madeley, managing director of PR firm Hatch Communications, claimed that companies will need to pledge more funds to both online and offline channels to ensure that a marketing campaign is a success. He told the news provider: "I believe understanding the mood of your consumer, being willing to be a little more creative with communications, as well as driving social peer endorsement and engagement will be more important than ever, as the marketing industry looks to deliver results in our historic Olympic year." Meanwhile, Linda Miller, marketing excellence director of Brand Learning, told the website that marketers need to increasingly understand the whole "journey" customers take when they buy a product to help boost sales this year. Infographics will also help firms analyse customers spending habits, she added. Tue, 3 Jan 2012 http://www.dbg.co.uk/multichannelmarketingfirmstoexploitrisingpopularityofgoogle/1114?rss=801251417 Multi channel marketing executives could look to exploit the advertising potential of Google's increasingly popular social networking site, Google+. Paul Allen, the founder of Ancestry.com Inc, has published figures which show that 625,000 users are now joining Google+ every day, with around 62 million people across the world now signed up to the site. Should this rate of sign-ups continue, Google+ should have around 100 million users by February next year and surpass the 200 million mark by August before ending the year with 293 million subscribers. However, Mr Allen expects that Google+ could in fact have a total of 400 million users by the end of 2012 as the site becomes increasingly popular. "I expect the [membership] growth to continue to accelerate," he  wrote on a Google+ blog. "Google can continue to integrate Google+ into its other products and word of mouth will continue to build. "Most importantly, 700,000 Android devices are activated daily and this will become a very significant source of new users for Google+. That number will also grow next year." Fri, 30 Dec 2011 http://www.dbg.co.uk/ukfirmstoembracemobilemarketingfollowingsmartphoneshoppingrise/1114?rss=801250338 More UK firms could be set to set to embrace mobile marketing after new figures revealed that more Brits are using mobile devices to purchase goods. The IBM Coremetrics Benchmark Report shows that 18.3 per cent of all visits to a retailer's website on Christmas Day were made from a mobile device, compared to just 8.4 percent on Christmas Day 2010. Overall, sales from mobile devices accounted for 14.4 per cent of total online sales on 25th December, up from 5.3 per cent in 2010. "Mobile shopping is dramatically more significant this year than it ever has been before," Richard Dodd, British Retail Consortium head of media, told the Guardian. "People are now carrying round access to a whole world of price and product information they couldn't have before and that means retail is an even more competitive business." Multi channel marketing firms seeking to publish new promotional material on mobile devices could look to make their content iPad-compatible after the report revealed that seven per cent of all mobile traffic was made from the tablet computer. Thu, 29 Dec 2011 http://www.dbg.co.uk/socialmarketingspendsettoincreasein2012/1114?rss=801250335 The majority of medium and large-sized firms in the UK are set to increase the amount they invest in social media marketing next year, according to new research. A report from the Royal Bank of Scotland (RBS) has revealed that nearly 90 per cent of surveyed UK firms with a revenue above $40 million (£25.5 million) are set to spend the same or more on their social media strategy in 2012 as they did this year. Furthermore, 87 per cent of multi channel marketing businesses revealed that they viewed social media as a cost-effective communications tool with more than a third (39 per cent) claiming it improved their commercial or reputational standing. The RBS reports also shows that a quarter of firms that increased their social media spend reported a positive impact on their brand. "UK businesses clearly understand the importance of social media," said John Dixon, head of technology, media and telecoms from Royal Bank of Scotland. "It is an effective and cost-effective tool, and its increased popularity comes at a time of increased pressures on marketing. The challenge is for firms to maximize their investments beyond 2012." Wed, 28 Dec 2011 http://www.dbg.co.uk/courtrulingtoshakeupfacebookmarketingpolicies/1114?rss=801248751 Facebook has been ordered to stop holding onto data regarding which integrated marketing campaigns its users express an interest in. Up until now, the social networking giant has had a policy of collecting data from third-party sites if users go to them through Facebook, for example by clicking on an advert on their own account page. However, the Irish data commissioner has told the company it can no longer hold onto this data indefinitely, instead ordering it to become more open with its users over what data it holds and how it uses this, particularly with regards to helping advertisers with their integrated marketing campaigns. Additionally, the new rules mean that users will be given more control over so-called 'social ads', for instance by being given the power to block ads and request not to see that type of marketing again. Notably, while this ruling only applies to Ireland, the country's data protection commission has expressed its confidence that similar measures will be implemented elsewhere in due course. This comes soon after the Irish Times reported that profits for Facebook in Ireland soared over the past year, despite concerns over privacy issues. Fri, 23 Dec 2011 http://www.dbg.co.uk/tvstillpartofmultichannelmarketingstrategiesfiguresshow/1114?rss=801248754 Alongside well-targeted email campaigns, TV advertising can still form part of a successful marketing strategy, newly-released statistics indicate. While growing numbers of professionals in the sector are waking up to the benefits of email marketing, the latest figures compiled by Marketing Week suggest 2011 was a good year for TV advertising. Indeed, the figures show that the amount of money invested in TV adverts over the course of 2011 is likely to be around two per cent higher than the amount invested in this type of marketing in 2010. More specifically, Channel 5 has been seen to be the biggest winner over the period, with a 27 per cent increase in revenues, while rival Channel 4 has also enjoyed a successful year. Looking ahead, the report warns that marketing spend could be down in January, though spending should then start to rise as companies put their Olympics integrated marketing campaigns into action. Meanwhile, tabloid newspaper The Sun is gearing up to launch its own Olympics marketing campaign, with its efforts to take on a Chariots of Fire theme. Fri, 23 Dec 2011 http://www.dbg.co.uk/unitemarketinganditforbestsocialmediaresultsexpertssay/1114?rss=801248756 Businesses embarking on multi-channel marketing initiatives should ensure that their advertising and IT departments work well together. That's according to two of the leading figures from the world of online business, Robert Wollan and Kelly Depmski, both of whom believe that social media can play a key role in boosting online presence and sales. Indeed, writing in the Financial Times, the Social Media Management Handbook authors advise that companies of all sizes "embrace a new breed of technologies" and get themselves out there, for example by using Facebook and Twitter to support multi-channel marketing campaigns. However, they do warn that, with technology evolving at a dizzying rate, bosses would be wise to ensure that marketing experts and teamed with technology experts at all stages of the process. "Technology and sales/marketing executives must work together to procure, build and manage systems that evolve as quickly as the underlying technologies and cultural norms," they say. Just this month, a study carried out by comScore revealed Israelis to be the most-engaged with social media such as Twitter, with computers users in Turkey, Russia and Argentina similarly enthused by the technology. Fri, 23 Dec 2011 http://www.dbg.co.uk/mobilemarketingtoaccountfor15ofglobalonlineadspendby2016/1114?rss=801248209 Mobile marketing is set to account for just over 15 per cent of global online advertising spending by 2016, according to a new study. Market research firm Berg Insight has forecast that the global mobile marketing budget will grow at a compound annual growth rate of 37 per cent to reach £14.3 billion in 2016, up from £2.1 billion in 2010. According to Berg Insight, the surge will be due to multi channel marketing firms increasingly noting the value of the platform, which is still only in its infancy, to their business. "The popularity of smartphones and the increasing availability of mobile media that can include mobile advertising are the main game changers," said Rickard Andersson, Telecom Analyst at Berg Insight. "Brands are now progressively embracing the mobile channel, including the entire range of apps from games and entertainment to utility applications." A recent trend in mobile marketing is location-based advertising, which allows firms to tailor their messages so they are relevant to the receiver's time and place. Thu, 22 Dec 2011 http://www.dbg.co.uk/keepmobilemarketingcampaignssimple/1114?rss=801248210 Multi channel marketing companies that run mobile advertising campaigns have been urged to keep their messages simple. Carolyn Nye, a mobile marketing expert, advised companies to resist the urge to include eye-catching graphics in their mobile marketing messages as many readers will not be able to view them anyway. She said: "Heavy graphics are not functional for consumers who want to just fill their shopping carts and check out. In short, web and email design is trending back to the original basics. "This includes a balance of images-to-text and ensuring the most important messaging in the email is still visible with images turned off. In fact, when viewing on a mobile device, most email recipients will display only text-based elements, preferring to avoid the extra steps of downloading graphics." Ms Nye added that many companies initially embraced high-tech images when they first became available but have since stripped back their campaigns in favour of functionality. Market research firm Berg Insight has forecast that the global mobile advertising market will be worth £14.3 billion in 2016, up from £2.1 billion in 2010. Thu, 22 Dec 2011 http://www.dbg.co.uk/geolocationsettobekeypartofsocialmediamarketingin2012/1114?rss=801248214 Companies that run social media marketing campaigns as part of an integrated marketing strategy will increasingly use geo-location technology in 2012, according to an industry expert. Avi Savar, founder and chief creative officer of social media agency Big Fuel, a subsidiary of Publicis Groupe, claimed that geo-location has been an important marketing tool for a few years but predicted it will become more "personal and more transactional" in 2012. He wrote on the Forbes website: "[Geo location] is a game-changer for retailers because it enables them to put potential consumers in the context of time and place and more effectively influence purchase intent. "This type of influence is a reason I see social media as a bridge to commerce because it's where marketers build a relationship with customers." Meanwhile, Facebook has announced its online advertising service Sponsored Stories will be expanded in the New Year. These stories, which show how users interact with brands, will now be placed in a member's news feeds rather than just on the side of their profiles - giving more visibility to companies. Thu, 22 Dec 2011 http://www.dbg.co.uk/moremultichannelmarketingfirmsusingsocialvideotoconnectwithcustomers/1114?rss=801246748 More multi channel marketing firms are connecting with customers on social networking sites through  videos, it has been revealed. A study from social video specialist Unruly obtained by Marketing Week showed that the 20 most-popular video adverts were shared on social networking sites 25 million times in 2011, up from just five million 'shares' last year. This five-fold increase highlights the growing importance of online video adverts to marketers, with many branded online videos going 'viral' on social media sites. Sarah Wood, chief operating officer and co-founder of Unruly, claimed that consumers are becoming more willing to share branded content as companies begin to behave more like friends than a business. She told the news provider: "Social media has revolutionised what, why and how brands communicate with their audience and what, why and how a rising generation of digital natives are building and maintaining relationships with their peers." Earlier this month, Brianna Dawson, manager at ClayGroup, warned firms not to be self-promotional on social networking sites. Wed, 21 Dec 2011 http://www.dbg.co.uk/digitalmarketingmoreefficientthanpaperbasedcampaigns/1114?rss=801246751 Digital marketing is more efficient and cheaper than traditional paper-based campaigns, it has been claimed. Raz Godelnik, co-founder of Eco-Libris, a company that promotes the adoption of green practices across the UK, claimed that more companies are embracing digital strategies such as email marketing to promote their business as it offers a number of benefits when compared to traditional methods. He said: "I think we've seen growing progress on promotional materials - many companies are reducing the number of catalogues they're sending and looking for online alternatives. "They're cheaper, more efficient and eventually will provide companies with a better return on investment." The comments follow claims from Andrea Orvis, director of strategic service at e-Dialog, who claimed that companies still have time to create an email marketing campaign for Christmas. Mr Orvis recently revealed that businesses can quickly create a message by re-using text and pictures used in previous promotions or on their official website. Wed, 21 Dec 2011 http://www.dbg.co.uk/honingyourmarketingdatabasecanhelptheenvironment/1114?rss=801246754 Multi channel marketing companies have been urged to hone their marketing database in order to help the environment. Raz Godelnik, co-founder of Eco-Libris, an organisation that promotes the adoption of green practices across the UK, revealed that more and more businesses are making sure they send direct mail to interested parties to cut down on costs and paper wastage. He said: "Many retailers are exploring online catalogues, while others have tried to improve their mailing lists to make sure that they send materials to the right people and reduce the number of copies that will be thrown into the garbage. "So it's win-win - less cost, less paper and also less waste. I think this is something we'll see more and more of, because many companies are trying to reduce their costs." Mr Godelnik added that some companies are now completely abandoning direct mail promotional campaigns in favour of digital content as they look to limit the environmental impact of their marketing practices. Wed, 21 Dec 2011 http://www.dbg.co.uk/mobileemailmarketingexecsadvisedtofocusonfromfield/1114?rss=801246758 Email marketing firms have been advised to pay attention to the 'from' field when sending promotional material to customers' mobile phones.  Carolyn Nye, an email marketing expert, revealed that many online retailers consider the subject lines to be the most important element of their message but mobile phone users are more likely to be concerned with the 'from' field. She wrote on the Practical Ecommerce website: "Making sure the 'from' line is a basic representation of your company - and that your recipient will recognise it - is vital to your message getting read or simply being scrolled by. "Never repeat what is in the 'from' line again in the subject line. Many ecommerce merchants do this and it is a waste of precious subject-line characters." Ms Nye added that companies should also change the 'from' lines for different types of messaging, such as an order confirmation email, to ensure that it is clearly differentiated from standard marketing emails. Wed, 21 Dec 2011 http://www.dbg.co.uk/createhighqualitylandingpageswhencreatingemailmarketingcampaignssaysexpert/1114?rss=801245305 UK firms that are running email marketing campaigns should ensure any linked landing pages are of a high quality, it has been claimed. Helen Leggatt, an email marketing industry expert, urged companies to make sure websites that are linked in emails are of the same standard as the email itself. She wrote on the Biz Report website: "Even well-constructed and engaging emails can fall flat on their face if the landing page to which the reader is redirected fails to hit the mark. "Expectations have already been set by the style and tone of the email and landing pages must continue this theme." Ms Leggatt added that businesses should further hone their marketing database to ensure that only interested parties will receive emails. Earlier this month, Troy Dean, an email marketing expert, said that many companies make the mistake of sending messages containing information that is irrelevant to their audience. Tue, 20 Dec 2011 http://www.dbg.co.uk/itisstillpossibletocreateachristmasemailmarketingcampaign/1114?rss=801245310 UK firms have been assured that there is still time to create an email marketing campaign for their Christmas promotions. Andrea Orvis, director of strategic service at e-Dialog, expressed his belief that businesses can quickly create a message by re-using text and pictures used in previous promotions or on their official website. "You can take graphics and text from your website and create a new email design. Keep it simple, don't try to get too fancy with dynamic content or animated GIFs," he wrote on the Multi Channel Merchant website. "For those who send catalogues or direct mail, try using the catalogue cover art, and let customers know the catalogue is coming soon." Mr Orvis added that businesses should include a discount code that they can use in-store in any emails as shoppers are more likely to purchase a product if they can physically touch it. A survey by marketing technology provider Silverpop found that just 11 per cent of the UK's leading retailers send reminder emails after a shopper abandons a shopping basket, resulting in potential lost revenue. Tue, 20 Dec 2011 http://www.dbg.co.uk/multichannelmarketingfirmsshouldnotbepreoccupiedwithfollowernumbersonsocialnetworks/1114?rss=801245316 Multi channel marketing firms should not become too preoccupied with the number of followers they have on their social network channels, according to an industry expert. Brianna Dawson, manager at ClayGroup, claimed that many marketers often become so  "consumed" in their quest for more followers and 'likes' on sites such as Facebook and Twitter that they fail to create a meaningful relationship with any of their customers. She wrote on the Marketri website:  "You can have all of the followers in the world, but if your audience is not relevant to your business you are not likely to see much ROI [return on investment] with respect to your social media endeavors. "Instead, focus on establishing solid relationships with a few good contacts that share similar interests with your business." Ms Dawson added that that these contacts could then even contribute to a company's social media offering in a guest blog post. Earlier this month, Facebook launched its new 'subscribe' plugin to allow users to see the public posts of the selected company in their 'news feed'. Tue, 20 Dec 2011 http://www.dbg.co.uk/integratedmarketingexecsurgednottobetooselfpromotionalonsocialnetworks/1114?rss=801245328 UK companies that use social media as part of their integrated marketing campaigns have been encouraged not to be too self-promotional. Brianna Dawson, manager at ClayGroup, claimed that social media is a great medium for businesses to share good news about their operations and services but urged marketers to be cautious that they are not publishing material that is of no interest to their customers.  She wrote on the Marketri website:  "It is important to understand why your audience is using social media and what sort of content they want to see. Be sure to share content that your target audience will find useful and relevant on a consistent basis." Ms Dawson added that businesses should ensure that they listen to their customers' suggestions and comments as they could provide inspiration for a next blog post or business idea. Earlier this month, Richard Evans, director of marketing for Europe, Middle East and Africa at Silverpop, claimed that companies can improve the performance of their email marketing campaign if they listen to their audiences responses and provide personalised content. Tue, 20 Dec 2011 http://www.dbg.co.uk/ukstopretailersneedtobecomegoodlistenerstoboostemailmarketingsuccess/1114?rss=801243858 The UK's leading retailers have been urged to listen to their customers after new research revealed that many firms are still failing to use more advanced email marketing tactics. A survey by marketing technology provider Silverpop shows that more than 20 per cent of the UK's top retailers failed to send any emails within the first 30 days after a customer had signed up to their marketing database.  Furthermore, just 11 per cent of respondents send reminder emails after a shopper abandons a shopping basket, resulting in potential lost revenue. Richard Evans, director of marketing for Europe, Middle East and Africa at Silverpop, claimed that companies can improve the performance of their email marketing campaign if they start sending "basket abandonment" emails. “As more consumers demand relevant, personalised content, the best marketers will be the best listeners," he said. "By giving subscribers control of how you communicate with them and sending automated messages triggered by customer behaviour, retailers can help ensure they deliver the content customers want to receive when they want to receive it." A recent report by the Massachusetts Institute of Technology revealed that 90 per cent of ecommerce leads 'go cold' within an hour – underlining the importance of alerting a customer that they have abandoned an online shopping basket. Mon, 19 Dec 2011 http://www.dbg.co.uk/multichannelmarketingfirmsurgedtocreateasocialmediaplanforgoogle/1114?rss=801243863 Multi channel marketing firms should first create a plan for how they are going to use social media in their campaigns before opting to embrace Google+, according to an industry expert. Guido Gaona, director of the technology practice Burston Marsteller Latin America, claimed that a plan is essential to ensure companies fully reap the rewards of Google's new social networking website. He told the Miami Herald: "Small business owners need to ask themselves what they want to do on Google + and what kind of content they want to put out. "The tool they use, whether it's Facebook, Twitter or Google + is irrelevant if a good social media plan is not in place." Mr Gaona added that that, as Google + is still in its infancy, it is still yet to be determined if it is a viable marketing tool. Google+ was first launched in June 2011 as an invite-only service before eventually being opened to everyone in late-September. Mon, 19 Dec 2011 http://www.dbg.co.uk/integratedmarketingfirmsadvisedtomonitoronlinereputationin2012/1114?rss=801243869 Companies that publish promotional material on the internet as part of an integrated marketing campaign have been advised to monitor their online reputation. In an interview with the Miami Herald, Roberta Backus, chairwoman of Backus Turner International, claimed that a company's online reputation is going to become "more important than ever" in 2012 “You've got to monitor and maintain your online reputation closely. You don't want to lose a sale because of a negative post that appears about your company in a search result," he told the news provider. "It's imperative that you take control of what's being said about you online. You've got to spend time each day putting out positive content about what you do." Mr Backus advised businesses to spend at least one hour each day publishing positive content about their operations, which should then be shared on social networks to ensure as many people as possible are able to view it. Mon, 19 Dec 2011 http://www.dbg.co.uk/onlinevideojustthebeginningofmultichannelmarketingfor2012/1114?rss=801242325 The growing use of online video in marketing campaigns is "just the beginning" of multi channel marketing in 2012, according to an industry expert. Chris Gorell Barnes, chief executive officer of Adjust Your Set, pointed to the increasing prevalence of technology in consumers' lives, with almost any device now being able to stream online video - presenting marketers with an opportunity to interact with customers everywhere. He wrote on the Econsultancy blog: "Already brands are moving toward this kind of engagement [online video], this is only just the beginning for multi channel marketing in 2012 "The realisation will be that it is not simply about the media and screens that advertising is displayed on. It will be about customers' lives and the devices they surround themselves with to make life that little bit easier." Networking specialist Cisco recently published its Visual Networking Index which shows that one million minutes of video will be viewed on the internet every second by 2015. Fri, 16 Dec 2011 http://www.dbg.co.uk/morefirmspredictedtoturntomultichannelmarketingin2012/1114?rss=801242328 More firms are set to embrace multi channel marketing next year, according to an industry expert. Chris Gorell Barnes, chief executive officer of video agency Adjust Your Set, wrote on the Econsultancy blog that traditional advertising must "evolve" as consumers are no longer interested in marketing material being forced upon them and prefer marketing which provides them with a service. "Whether it's a brand's CSR [Corporate Social Responsibility] strategy, product innovation or instructional demo - brand stories are never told via traditional TV ads," he said. "Increasingly brands are turning to online channels, away from ad slots on broadcasting channels, to build a trusted, relevant service and engagement with their audience across multiple devices." A recent report from Havas Media revealed that consumers are no longer influenced by traditional forms of advertising as they were in the past. Overall, consumers feel just one in five brands have a notably positive impact on their quality of life. Fri, 16 Dec 2011 http://www.dbg.co.uk/emailmarketingcampaignsshouldaddvaluetoconsumerslives/1114?rss=801242336 UK firms should ensure their email marketing campaigns add value to their customers' lives, it has been claimed. Troy Dean, an email marketing expert, expressed his belief that many companies make the mistake of sending messages containing information that is irrelevant to their audience. For example, companies may simply send messages to alert consumers that they have moved office, but Mr Dean claims this type of material is often overlooked by consumers. He wrote on the News 9 MSN website: "One big mistake that rookies make all the time is to blast an email to their database every fortnight trying to sell them something. "Instead, use the technology to add as much value to their lives as you can. People love engaging with other people they trust and who help them out." Earlier this month, email marketing specialist Matt McCabe claimed that UK companies that make a mistake in their emails can in fact turn the situation into a sales opportunity. Fri, 16 Dec 2011 http://www.dbg.co.uk/studyhighlightsinfluenceofinternetonconsumerpurchases/1114?rss=801241116 A new study has highlighted the influence online marketing can have on the purchases of consumers. Business consultancy and financial advisory company Deloitte has published the results of a study which shows that £9 billion worth of non-food Christmas purchases in the UK will be influenced by the internet this year. Overall, 50 per cent of all general merchandise purchases will be digitally influenced, while multi-channel marketing execs will be pleased to hear that 20 per cent will be influenced by multi-channel campaigns. Ian Geddes, UK head of retail at Deloitte, claimed that the research highlights the key role the internet currently plays in the "whole shopping journey". He said: "Before the explosion of the digital marketplace, consumers engaged with businesses primarily through single channels and had limited access to information or opinions about the product or service. "Now, they are benefiting from higher levels of pre-transaction research and evaluation." Thu, 15 Dec 2011 http://www.dbg.co.uk/multichannelmarketingfirmstoembraceonlinevideo/1114?rss=801241119 Multi-channel marketing companies could be set to embrace online video content after research revealed the growing popularity of the medium. A study by digital analysis firm comScore has revealed that nearly 1.2 billion people age 15 and older watched 201.4 billion videos online globally in October. Google Sites was the leading video destination, with 88.3 billion videos viewed on the website worldwide during the month.Youtube.com was the key driver of these views, accounting for more than 99 per cent of videos viewed on Google Sites. Dan Piech, comScore's product manager for video, said: "As global broadband connectivity continues to rise, online video viewing has taken off in a big way and has become a fully integrated component of the digital content experience." With UK internet users viewing an average of 268 videos during the month, British firms could look to include online video as part of their integrated marketing campaign. Thu, 15 Dec 2011 http://www.dbg.co.uk/integratedmarketerstointroducemoremobilecampaigns/1114?rss=801241125 Firms that run integrated marketing campaigns could look to introduce more mobile marketing campaigns after new research showed there has been a rise in UK smartphone ownership. Communications regulator Ofcom has published the results of a study that shows that the number of Britons with a smartphone has nearly doubled between February 2010 and August 2011, with 46 per cent of UK consumers now owning one of the mobile devices. The organisation's sixth International Communications Market report, which surveyed consumers in 17 countries, showed that smartphone ownership is highest in the UK, with Spanish consumers the next likely to own a high-tech mobile phone. Brits are also the most likely Europeans to use their phones for internet access, with nearly half (46 per cent) of UK consumers using their phones to go online in October 2011. With Brits also keen to view news content and social networking sites, multi-channel marketing executives could improve their campaign performance by embracing mobile marketing. Thu, 15 Dec 2011 http://www.dbg.co.uk/creatingamobilefriendlywebsiteisfirststepofmobileemailmarketing/1114?rss=801239728 UK firms have been advised to create a mobile-friendly website before launching a mobile email marketing campaign. Ramon Ray of smallbiztechnology.com, a media company which educates growing businesses on how to expand their operations, told the Business Insider website that one guaranteed way in which to disengage customers is to include a link to a non-mobile friendly website in an email marketing message.  Companies should therefore develop a specialised mobile website to avoid this problem, before tailoring any future emails to suit the small screens found on mobile phones. He told the news provider: "When reading emails on small mobile screens, think about how you're going to fit your message in it. Keep that small screen for emails in mind at all times." A recent Google Adweek Presentation revealed that 51 per cent of smartphone users are more likely to purchase from retailers with a mobile-specific website. Wed, 14 Dec 2011 http://www.dbg.co.uk/keeptrackofyourmobileemailmarketingcampaignswithanalytics/1114?rss=801239737 UK companies have been advised to keep track of the success of their mobile email marketing campaigns with the use of analytics. Ramon Ray of smallbiztechnology.com, a media firm which shows companies how to use technology as a tool to grow their business, claims that analytic tools can help businesses refine their mobile email marketing campaigns. He wrote on the business insider website: "Analytics for your mobile email marketing campaign lets you to see the percentage of your emails opened, when the emails were opened, and what was clicked. "Many email marketers integrate analytics right into their product." Mr Ray added that, although tagging individual links in emails can be time consuming, the process allows businesses to gain valuable data by tracking the progress of each specific link. A recent survey of marketing decision makers by ORM London found that 74 per cent of respondents believe mobile phone apps will be commonplace in the office over the next three years, highlighting the growing popularity of smartphones for business use. Wed, 14 Dec 2011 http://www.dbg.co.uk/firmstofollowguardiansleadandmakedigitalmarketingmoretargeted/1114?rss=801239747 UK companies running integrated marketing campaigns could follow the Guardian's lead and introduce a more targeted digital marketing strategy. The newspaper is set to begin only promoting its commercial partners through adverts to those customers who have shown an interest in such services and goods in the past, reports Marketing Week. Furthermore, the Guardian also plans to launch promotions based on demographic data in the future. Chris Lawson, the Guardian's content sales and marketing director, told the news provider: "If we know someone is a new customer that has never visited the site before, is promoting a subscription to our iPhone app to them as relevant as pointing it to someone that's been on the site 25 times? "Of course it's not. This is about trying to show users the most relevant offers so they get the most useful experience from our site." More than 60 million unique visitors log on to the Guardian website each month, while its Facebook app has been installed by over four million people since its launch in September 2011. Wed, 14 Dec 2011 http://www.dbg.co.uk/turnanemailmarketingmistakeintoasalesopportunity/1114?rss=801239760 UK companies that make a mistake in their email marketing messages can in fact turn the situation into a sales opportunity. That is according to email marketing specialist Matt McCabe, who advised that email marketers should immediately compile a correction letter as soon as they spot the error.  He wrote on the Blue Collar Agency blog: "The 'oops' email declares to consumers that you've made a mistake, you're sorry, and you're prepared to make it right. "Oops emails have hidden opportunities for improving your brand image, creating more sales in the long term and earning the respect of your subscribers." Mr McCabe added that those firms who have provided an incorrect voucher code should improve the offer to keep customers on-side, while companies who have incorrectly printed an excessively generous offer should in fact honour the deal to earn long-term customer satisfaction.  Earlier this month, Chris Marriott, vice president of agency services at StrongMail, urged companies to continue providing their audience with email marketing messages even if it remains unopened, as they could engage with the brand in other ways. Wed, 14 Dec 2011 http://www.dbg.co.uk/yelltoofferfreedigitalmarketingadvicetouksmes/1114?rss=801238393 Print and digital services provider Yell has launched a new website to provide digital marketing support to small and medium-sized enterprises (SMEs) in the UK. The new site offers SMEs free information on how to improve their existing website performance, develop their online presence and attract new sales leads. It will cover a range of topics including website design, website content, best practice search engine optimisation (SEO), social media, banner advertising and video marketing. Chris Brake, director of next generation products for Yell in the UK, said: “Yell’s marketing site is an essential free resource for all local businesses wishing to attract more customers online. "Many businesses do not currently have an effective digital marketing strategy, or indeed a website, so we have made it easy by ensuring they are well equipped with the best possible expert advice and tips for free." Recent research by Yell has revealed that up to 200,000 UK SMEs are currently looking to build a new website. Tue, 13 Dec 2011 http://www.dbg.co.uk/dontassumeemailmarketingtacticsarenotworkingifmessagesremainunopenedsaysexpert/1114?rss=801238402 Companies have been assured that their email marketing campaign could still be having a positive impact on consumers even if they are not opened.   Chris Marriott, vice president of agency services at StrongMail, urged companies to continue providing their audience with marketing material even if it is remained unopened as they could engage with the brand in other ways. He said: “For too long, marketers have made the general assumption that an email unopened is an email ignored - this may not be the case. “They may be taking action in different channels, and on some level they expect you to know that. Purging their email address means you lose that connection with them - and they are unlikely to opt-in again after the fact.” Mr Marriot advised email marketers to use other marketing channels to help attract customers, such as social media marketing. Earlier this month, Pete Goold, managing director at social media agency Punch Communications, claimed that Facebook is still a valuable resource for marketers as long as they adapt the style and tone of their campaigns. Tue, 13 Dec 2011 http://www.dbg.co.uk/multichannelmarketingfirmstoofferbusinessfocusedapps/1114?rss=801238405 Multi-channel marketing firms could be set to create ‘business-focused’ apps after new research revealed mobile applications will be increasingly used in the workplace. A survey of 150 marketing decision makers by ORM London found that 74 per cent of respondents believe apps will be commonplace in the office over the next three years, with 65 per cent saying staff demand is the main reason for creating apps. Over half (53 per cent) of marketing decision makers said they wanted to appear innovative by building an app, while the growing use of mobile devices at work is also encouraging firms to encourage apps. Peter Gough, founding partner at ORM London, said: “As employees use increasingly sophisticated apps in their personal lives they’re starting to see the benefit that they could have in their working lives. “Businesses are responding to this by creating apps that make their workforce more efficient on the move providing easier access to information, as well as carrying out functions like point-of-sale and inventory management.” Tue, 13 Dec 2011 http://www.dbg.co.uk/cardealersurgedtocreatefacebookpageaspartofintegratedmarketingcampaign/1114?rss=801238409 Car dealers have been urged to create a Facebook page as part of their integrated marketing campaign in order to boost brand awareness. Online car dealer motors.co.uk recently launched a competition to win £1,000 worth of free petrol from Tesco on the social networking site, which resulted in motors.co.uk posting a 300 per cent rise in Facebook friends and 1,400 consumers posting the promotion on their wall. The competition also generated more than 4,400 invites from the entries, which highlights the importance of engaging competitions via social marketing. Phil Jones, commercial director at motors.co.uk said: “We strongly recommend that dealers create a Facebook page to increase brand awareness and engagement opportunities “Facebook is a great way for dealers to interact with both prospective and existing clients and it provides a quick and easy way to promote any offers they have, latest stock and any other news they might wish to tell people.” Chris from East Sussex won the competition, with motors.co.uk estimating that the petrol will keep his Skoda Fabia 1 running until the end of June 2012. Tue, 13 Dec 2011 http://www.dbg.co.uk/integratedmarketingexecstomaketabletfriendlycampaigns/1114?rss=801236982 Firms could be planning to make their integrated marketing campaigns tablet-friendly after new research revealed the growing role the devices play in Brits' lives. The Internet Advertising Bureau (IAB) has published a study which shows that tablet computers are increasingly viewed as the perfect 'downtime' device. Just over half (51 per cent) of respondents revealed that they 'dual screen' by using their tablet in front of their TV - with consumers around 50 per cent more likely to use their tablet rather than a mobile phone or PC in this scenario. Alex Kozloff, senior mobile manager at the IAB, claimed the study shows how tablets have found their own place amongst today's vast array of consumer devices. He said: "It proves that tablets are neither phone nor PC but have carved out a unique position as a 'downtime' device and the go to for entertainment during weekends and evenings. This research indicates a bright future for tablets in the UK." The research was conducted by Sparkler and On Device Research. Mon, 12 Dec 2011 http://www.dbg.co.uk/greatcontentkeytosocialmediamarketingsuccess/1114?rss=801236984 UK firms which publish marketing material via social networks as part of an integrated marketing campaign have been urged to focus on producing high-quality content. Jacquelyn Cyr chief executive of Espresso, an integrated brand agency, claimed that there is no justification for engaging in social marketing if the content is sub-standard. She wrote on the Financial Post website: "You need to design content to your business goals, and you need to treat it as a long-term editorial plan. "You need an action plan that lays out what you're intending to say, the tone and manner in which you will say it, and the resources you will dedicate to make it happen." Ms Cyr added that businesses have a number of options available to them in order to maximise the benefits of their social media campaigns. For example, they can respond to target questions and problems related to the industry through a social network or offer value-added community opportunities. Mon, 12 Dec 2011 http://www.dbg.co.uk/multichannelmarketingfirmstotakeadvantageofnewfacebooksubscribebutton/1114?rss=801236989 Firms which use social media as part of their multi channel marketing campaigns could take advantage of the new Facebook 'subscribe' button. The social network has launched the new plugin to allow users to see the public posts of the selected company in their 'news feed'. When a user chooses to subscribe, the action is shared with friends to allow others to quickly subscribe directly via the news feed stories. In a blog post, Facebook's Stoyan Stefanov, wrote: "We're launching the subscribe button for websites, a social plugin any site can add to give visitors the option to subscribe to contributors in one click. "The subscribe button for websites works just 'like' the button on Facebook; once clicked the user will begin seeing the public posts of the person they have subscribed to in his or her News Feed." The development could help companies which publish blogs and news on Facebook to engage with more users of the social networking site. Mon, 12 Dec 2011 http://www.dbg.co.uk/ukfirmsurgedtoadaptemailmarketingcampaigns/1114?rss=801235471 UK firms have been urged to continually adapt their email marketing campaigns to ensure their messages will be read. That is the opinion of Tom Sather, director of Professional Services at Return Path, who claimed that email is more relevant than "ever before" as consumers begin to read them on a variety of platforms. Mr Sather therefore underlined the importance of making emails mobile-phone compatible. He wrote in a company blog: "Email is everywhere you want your message to be so marketers should be adept at knowing how and when people read email on their mobile devices and when they don't. "In order to better predict open times and level of engagement there is no substitute to having real time and specific data on subscribers." Mr Sather's comments follow the publication of the Return Path Mobile, Webmail, Desktops: Where Are We Viewing Email Now? report, which shows that Monday is the worst day of the week for mobile email viewership. The study also highlighted the growing popularity of tablet computers, with 'email opens' on iPads up 73 per cent over the past six months. Fri, 9 Dec 2011 http://www.dbg.co.uk/growthofmobilephoneshoppingtoresultintargetedintegratedmarketing/1114?rss=801235489 UK firms will be able to develop more 'targeted' integrated marketing campaigns as more consumers use their mobile phone to purchase goods. Steve Hilton of Analysys Mason, a strategy consulting advice, operations support, and market intelligence provider, claimed that companies can gain a great insight into their customer's shopping habits if they use their mobile phone for online shopping. He said: "At the point of purchase, or even during the search process, marketers in theory have access to geo-location, time-of-day and other metrics. "This can allow them to refine their messaging and craft specific offers tied to all sorts of customer characteristics." Mr Hilton added that marketers still need to balance the value of all this marketing information with a customer's privacy rights while the trend is in its infancy.  This week, Argos dubbed 5th December as Mobile Monday as more than 200,000 items were reserved by smartphone and tablet computer users. Fri, 9 Dec 2011 http://www.dbg.co.uk/marketersurgedtoadoptmoreinformaltoneforfacebookcampaigns/1114?rss=801235495 B2B marketers which use Facebook as part of their integrated marketing campaigns have been urged to adopt a more informal tone on the social network. A recent study from Webmarketing123 revealed that 35 per cent of B2B marketers are using Facebook as their primary social media platform, with 26 per cent using Twitter. However, the survey also shows that consumer-oriented content remains the most shared on Facebook this year. Despite this, Pete Goold, managing director at social media agency Punch Communications, claimed that Facebook is still a valuable resource for marketers as long as they adapt the style and tone of their campaigns.  He said: "Businesses wanting to utilise the site need to ensure that the tone of their content is suited to the network - which might mean taking a different, less formal approach than in other channels." By recognising the type of content themes that are valued by Facebook users, Mr Goold claimed marketers can participate in conversations and develop a commercial foothold with the Facebook community. Fri, 9 Dec 2011 http://www.dbg.co.uk/emailmarketingfirmstouseautorespondersmoreeffectivelyin2012/1114?rss=801234083 Email marketing firms are set to use autoresponders more effectively next year as they become more accustomed to the technology, according to an industry expert. Email autoresponders are computer programs which can immediately reply to any email sent to it, with many marketers using them to provide information to prospective clients. Speaking with the Business Insider website, Tyler Garns, director of marketing at Infusionsoft, claimed that email is the "perfect medium" for following up with interested prospects although many companies have yet to use them properly. He told the news provider: "Email autoresponders have been given a bad name because some businesses don't use them right. The result is people get irrelevant messages. "As marketers become savvier and understand how to use this technology the right way, email autoresponders will continue to be the method of choice for follow-up." A recent report from marketing firm Charterhouse found that European firms are wasting more than £600 million on inefficient multi channel marketing procurement. Thu, 8 Dec 2011 http://www.dbg.co.uk/emailmarketersurgedtomakecampaignsmobilephonecompatible/1114?rss=801234092 UK firms have been urged to make all email marketing material compatible with mobile phones. Speaking with the Business Insider website, Tyler Garns, director of marketing at Infusionsoft, claimed that companies need to react to the growing demand from consumers to read emails on the move via mobile phones and tablet computers. He told the news provider: "Many people read email on their mobile devices. That means email needs to continue to be more mobile. "No more will the 'having trouble reading this email' link appease readers. Readers will demand that email is legible natively on their mobile devices." Mr Garns added that companies may also begin merging multimedia text messaging and email in some marketing campaigns. The industry expert also forecast that more businesses will begin integrating QR codes into their marketing material, allowing users to opt in to email communications by simply scanning a QR code with their mobile phone. Thu, 8 Dec 2011 http://www.dbg.co.uk/affiliatemarketingspendexpectedtorisein2012/1114?rss=801234098 Multi channel marketers are expected to spend more on affiliate marketing in 2012, according to new research. The Internet Advertising Bureau (IAB) has published the results of a survey which shows that 77 per cent of brands felt that marketing spend for affiliates had grown this year, with 71 per cent expecting it to grow further in 2012. A quarter of respondents revealed that they spend more than 20 per cent of their budget on affiliate marketing, while 93 per cent stated that they would recommend it as an effective marketing channel. Companies' faith in affiliates advertising is underlined by the fact that around one fifth (19 per cent) were spending over £100,000 a month on affiliate commissions. Helen Southgate, chairperson of the IAB affiliate marketing council, said: "This [report] indicates affiliates are a significant channel in these brands marketing mix. "Affiliate marketing is one of the few channels that is a performance only model so it makes real sense for clients to invest their marketing budget here as there is less risk." Thu, 8 Dec 2011 http://www.dbg.co.uk/marketersnotusingleadgenerationeffectively/1114?rss=801232672 Over half of multi channel marketing executives are failing to use lead generation effectively, according to new research. The Internet Advertising Bureau (IAB) has published a report which shows that 52 per cent of companies admitted that they do not use lead generation in the most effective way. According to the poll, firms are unclear of exactly what lead generation is with 49 per cent stating it was about database building and 48 per cent believing the focus should be on customer generation. Trine Buus, chair of the Lead Generation Council, said: "Online lead generation is proven yet misunderstood, so addressing this issue in 2012 is the Council's primary focus. "There's a long-term educational challenge and the council will continue its mission of publishing educational materials that help marketers understand the benefits, opportunities and effectiveness of lead generation tools." The lead generation sector grew by 20 per cent during the first six months of 2011, according to the report.  Wed, 7 Dec 2011 http://www.dbg.co.uk/europeanfirmswastingover600moninefficientmarketingspend/1114?rss=801232674 European firms are wasting more than £600 million on inefficient multi channel marketing procurement, according to new research. Marketing firm Charterhouse has published a report which found that Europe's top 500 businesses are missing out on savings worth 716 million euros (£615 million) due to inefficient buying of marketing goods and services. The survey of 200 purchasers working for leading European firms found that 79 per cent felt marketing products and services could be purchased more efficiently. Furthermore, over a third (35 per cent) of respondents described marketing as "the last real opportunity" for procurement to achieve significant new savings. David Fincham, director at Charterhouse, claimed there is a "huge opportunity" for big businesses to make significant savings on their marketing. "Driving purchasing efficiencies will be vital in an uncertain economic environment and in light of shrinking marketing budgets," he said. "We believe a closer relationship between the two disciplines can drive real savings without sacrificing the vital creativity and innovation that effective marketing demands."  Wed, 7 Dec 2011 http://www.dbg.co.uk/britsconsidertargetedmarketingspam/1114?rss=801232684 British consumers consider that the majority of targeted multi channel marketing campaigns are impersonal and irrelevant, according to new research. A survey conducted by YouGov on behalf of Featurespace found that 82 per cent of UK consumers consider at least half of all types of targeted marketing they receive to be spam. Furthermore, more than half of respondents (54 per cent) said the majority of targeted marketing does not fulfil its aim as it is presented to them at the wrong time with irrelevant offers or promotions. Overall, only 42 per cent of consumers would actually be more likely to buy a product after receiving relevant targeted marketing. David Excell, founder and chief executive of Featurespace, said: "Evidently, traditional methods of insight are insufficient to build reliable understanding of customer motivation and allow pinpoint targeting. "Deeper, granular, personalised insight which is constantly updated in real time is required to create and maintain a true picture of every customer."  Wed, 7 Dec 2011 http://www.dbg.co.uk/usemultichannelmarketingtoexpandmarketshareduringrecession/1114?rss=801231167 Companies which invest in multi channel marketing campaigns can expand their market share during the recession, it has been claimed. A new study from ZenithOptimedia forecast that global advertising expenditure will increase by 3.5 per cent this year to reach $464 billion (£296 billion). This growth is expected to continue in 2012 with total advertising spend set to rise by a further 4.7 per cent to $486 billion. A spokesperson for ZenithOptimedia forecast that a combination of large cash reserves and poor interest rates will encourage companies to invest in advertising despite the economic climate. They said: "Marketers have the lessons of the last downturn fresh in their minds, in particular that downturns are a great time to expand market share. "Brands that gain the loyalty of consumers in a downturn can reap the benefits for years to come. We therefore expect advertisers to invest their cash reserves in competition for market share, and as a way of stimulating extra consumption." The report also pointed to key events taking place next year, such as the Olympic Games and the US presidential election, as key drivers behind the growth of advertising spend.  Tue, 6 Dec 2011 http://www.dbg.co.uk/behumanwhencreatingemailmarketingcampaigns/1114?rss=801231170 UK firms have been urged to adopt a 'human' approach to email marketing in order to encourage a response from readers. In an interview with the Business News Daily website, Shawn Naggiar, chief revenue officer at US technology firm Act-On Software, urged marketers to not simply send the same email to multiple recipients and instead tailor their correspondence to appear more personal. He said: "Write your email as if you are speaking to an audience of one. Ask the recipient's opinion and present future content that establishes a conversation. "And whenever possible, have the email come from a real person, such as the chief executive officer, chief marketing officer or other appropriate contact." Mr Naggiar added that marketing emails should include all graphics within the body of the message and not require users to download any images. A recent report from ZenithOptimedia forecast that global advertising expenditure will increase by 3.5 per cent this year to reach $464 billion (£296 billion).  Tue, 6 Dec 2011 http://www.dbg.co.uk/firmsurgedtoconstantlyimproveemailmarketingcampaigns/1114?rss=801231593 UK firms should look to constantly improve their email marketing campaigns even if they are successful, it has been claimed. In an interview with the Business News Daily website, Shawn Naggiar, chief revenue officer at US technology firm Act-On Software, advised companies to look at what parts of the message are still not provoking a positive response from readers. "When analysing the success of an email, determine what recipients clicked on versus what was ignored," he told the news provider. "Note where the majority of prospects navigated away from your content and adjust future email campaigns based on these results." Mr Naggiar added that those running a multi channel marketing campaign should ensure that all of the respective channels have the same key messages and a uniform look. For example, any marketing emails should contain the same basic propositions as those which appear on the official company website and social media sites.  Tue, 6 Dec 2011 http://www.dbg.co.uk/onlineretailerssetformultichannelmarketingpushinrunuptochristmas/1114?rss=801230032 Online retailers are set to make a big multi channel marketing push in the run-up to Christmas, it has been claimed. Internet analysis firm Experian Hitwise has forecast that Britons will make over two billion visits to online retailers throughout December, with 85 million of these set to be made today (5th December). Overall, the company estimates that UK consumers will spend 350 million hours shopping online in December, equating to eight hours and 45 minutes per person. James Murray, marketing research analyst at Experian Hitwise, claimed that companies will aim to grab a large share of this custom by promoting their brand through a range of marketing channels. He said: "Christmas 2011 looks set to be another record-breaker for many of the online sectors and particularly for retail. "This year we will are expecting to see a massive multi channel marketing push as brands look to win online to drive web purchases and in-store footfall." A recent report from moneysupermarket.com found that Britons will spend £21 billion on internet shopping over the Christmas period this year.  Mon, 5 Dec 2011 http://www.dbg.co.uk/integratedmarketingexecutivesurgedtoconsidertargetfacebookmarket/1114?rss=801230038 Integrated marketing executives who use social media as part of their campaign have been urged to consider who their target market is on Facebook. Rachel Gogos, an online marketing expert, underlined the importance of firms determining which Facebook users will receive their promotional material in order to ensure it is not wasted on the wrong consumers. She wrote on the Pittsburgh Post-Gazette: "You can target your market on Facebook more than any other social media platform. Think of all the information Facebook gathers on you when you set up an account. "Now, think of how much they have gathered on the 799 million plus other users. All that data is searchable." The latest eCustomerServiceIndex by eDigitalResearch and IMRG highlighted the potential benefits of marketing through Facebook to UK firms. It found that purchases made as a result of content on the site, also known as f-commerce, were up by 8.8 per cent in the last four months.  Mon, 5 Dec 2011 http://www.dbg.co.uk/multichannelmarketingfirmstobenefitfromtwitterselfserveads/1114?rss=801230043 UK firms which run multi channel marketing campaigns can now benefit from a new advertising promotion run by Twitter. The micro-blogging website has begun a trial of so-called self-serve ads, allowing companies to buy an ad via Twitter before running their own advertising campaign on the social media site, reports technology website All Things D. Currently, marketers can only buy select ad products from Twitter, such as Promoted Accounts and Promoted Tweets. Twitter PR representative Matt Graves, revealed that Twitter began testing self-service advertising with a handful of existing advertisers last month. He told the news provider: "These advertisers can now set up and run their own Promoted Products campaigns and pay via a credit card. "This is an important step in continuing to grow Twitter's business. Our Promoted Products can help small and medium-sized businesses build their audience on Twitter and better engage with the people they want to reach."  Mon, 5 Dec 2011 http://www.dbg.co.uk/mccoystargetsmalemembersofmarketingdatabasewithnewdartssponsorshipdeal/1114?rss=801228894 McCoy's has been named as the new sponsor of a darts competition, in a move that it hopes will appeal to the male members of its marketing database. The crisps brand has signed a deal to put its name to the Premier League of Darts. It could find that the move raises brand awareness and enables it to take advantage of other techniques, such as multi channel marketing. Barry Hearn, chairman of the Professional Darts Corporation, said: "It's so rare to find brand partners that fit so well with the property they're sponsoring, but with McCoy's there is an instant link that darts fans will love and appreciate." The Premier League of Darts takes place over 15 weeks and is contested by the world's top-ranked eight players. David Moth, writing for Econsultancy, recently told how electronics retailer Comet has turned to designing its own mobile app to promote its goods. Fri, 2 Dec 2011 http://www.dbg.co.uk/riseofmobilebroadbandcouldmakehandsetsidealintegratedmarketingtool/1114?rss=801228906 Firms may be wise to target the mobile phones of consumers with integrated marketing material, if new findings are anything to go by. ABI Research has suggested that the growth of mobile broadband is due to continue with an explosion in the number of hotspot routers in use. Indeed, it noted that shipments of such routers are expected to hit 7.1 million in the US this year, with a value of $1 billion (£637 million). "The mobile hotspot router is the only standalone device capable of being distributed to the end customer that reduces the number of subscribers while growing average revenue per user," said Jeff Orr, group director at ABI. With more broadband links accessible to users, it could be assumed that a greater number of handset owners will be online – perhaps making marketing via this route more effective. ABI Research recently said that mobile marketing is one of the uses being earmarked by those plotting the future of near field communication technology. Fri, 2 Dec 2011 http://www.dbg.co.uk/couldmultichannelmarketingtackleslowerspendingtrend/1114?rss=801228668 Companies that want to arrest a slide in spending growth might be wise to turn to promotional tools such as multi channel marketing. The latest European Union Consumer Spending Barometer by Visa Europe has shown that expansion of the commercial market was 0.5 per cent in the third quarter of 2011, compared with the same time a year earlier. Such a figure comes on the back of 2.1 per cent growth in the second quarter, making it the slowest rate at which spending in the eurozone has risen since the final three-month period of last year. Philip Symes, chief financial officer at Visa Europe, aimed to look on the bright side of the statistics, noting it is the eighth successive quarter of growth. But a return to the more lucrative figures of the past could rely on action being taken, such as the introduction of new marketing initiatives. Tiffany St James, founder of Stimulation, this week advised business that use social media for advertising and communication purposes to make sure they listen to what they are told by consumers via the medium. Fri, 2 Dec 2011 http://www.dbg.co.uk/integratedmarketingusersadvisedtolistentosocialmedia/1114?rss=801227387 Companies that use social media as part of their integrated marketing strategy should listen to the feedback they receive through it. That is the opinion of Tiffany St James, founder of Stimulation, who said there are several advantages to promoting a business via platforms such as Twitter and Facebook. She noted these were set out by Oliver Blanchard in the book Social Media ROI and include improvements in public relations, business intelligence, customer services, human resources and sales. "So the first thing I would say is look into your business objectives. The first step is always to listen," Ms St James stated. This could mean paying attention to feedback – both positive and negative – delivered on social media sites and acting upon it. Last week, the eCustomerServiceIndex by eDigitalResearch and IMRG showed that the effectiveness of Facebook as a marketing tool seems to be increasing, as sales completed as a result of the portal rose by 8.8 per cent in the last four months. Thu, 1 Dec 2011 http://www.dbg.co.uk/nfctechnologycouldrevolutionisemobileintegratedmarketing/1114?rss=801227690 The invention and growing appeal of near field communication (NFC) technology could have a major impact on integrated marketing via mobile phones. ABI Research has revealed its belief that NFC is now growing to become more than just a payment option for mobile users. It can also be used in a variety of other ways, including as a mobile marketing tool and to share smart posters. "Companies such as Google, Nokia and RIM, as well as innovative multi-national organisations, are all exploring new business models and looking for the revenue opportunities outside of payments," explained John Devlin, group director of security and ID at ABI. He noted that many are rolling out smart posters and other ways of spreading information using NFC. Figures released by comScore this week showed online videos to be another popular form of media, with some 20 billion clips viewed in the US in October alone. Thu, 1 Dec 2011 http://www.dbg.co.uk/areonlinevideosthebestintegratedmarketingtool/1114?rss=801226928 Promotion executives wondering what their next move should be for their company's integrated marketing progress might wish to consider launching a series of online videos. New research by comScore has found that some 20 billion clips were viewed in the US by those using web-based portals run by Google in October. In total, 184 million people in the country opted to view a video during the month, with each spending 21.1 hours glued to their screen. The US audience combined is said to have watched some 42.6 billion videos, which is an all-time record, the statistics showed. Among the sites that marketing experts might wish to aim to add their content to are YouTube.com, which ranked as the most popular platform for views, followed by Facebook and VEVO. Internet psychologist Graham Jones recently said both online and in-store commerce is hugely popular, perhaps meaning firms have to reach consumers via both mediums in the modern era.   Thu, 1 Dec 2011 http://www.dbg.co.uk/couldintegratedmarketingattractconsumerstoonlineshoppingthischristmas/1114?rss=801225576 Businesses might be wise to try out a number of integrated marketing campaigns in the run-up to Christmas, if they are to experience plenty of trade. Patricia Davidson, author and founder of thesiteguide.com, said e-commerce is growing at a rapid pace and more sites are cropping up each year. While it is unlikely online shopping will ever overtake the high street, it is a vital aspect of business for stores. Commenting on the benefits of the method, Ms Davidson said: "Those who want to do their Christmas shopping in a relaxed state with a cuppa or a glass of wine can sit down at their PC or laptop." As such, it may be important to launch marketing material that will drive such individuals to a site. Figures from comScore recently showed that revenue from internet shopping in the US rose by 14 per cent in the first 20 days of November compared to the same time last year. Wed, 30 Nov 2011 http://www.dbg.co.uk/shouldmultichannelmarketingtargetbothonlineandhighstreetshoppers/1114?rss=801224252 Firms might wish to aim their multi channel marketing material at people who prefer to shop on the internet as well as those who like to visit the high street. Internet psychologist Graham Jones has suggested that while online retail is now "immensely popular", there is still a demand for trips to stores. He said this is never clearer than it is at Christmas, when shopping centre car parks are sure to be packed to the rafters. He advised high street stores to focus on the social experience they can offer consumers, as many people still want this. It can therefore pay to invest in promoting all types of commercial activity, with Mr Jones stating: "In the run-up to Christmas, you will find millions of pounds spent online but you will also find millions of people out in the high streets." Marketing Magazine recently told how supermarket Tesco is gearing up for Christmas by cutting prices on about 3,000 items and promoting its range of electronics. Tue, 29 Nov 2011 http://www.dbg.co.uk/linkedinandtwitteraregoodoptionsformultichannelmarketing/1114?rss=801224175 Companies that operate multi channel marketing have been advised they have plenty to gain by using certain sites. Tiffany St James, founder of consultancy firm Stimulation, explained there are several social networks that can be utilised for advertising and promotional purposes. However, it is wise to consider the overall aim before investing resources in one, with a portal such as LinkedIn said by the expert to be a good option for those wishing to work in a professional environment. Businesses that simply want their message to reach a large audience could use Twitter, with London described as the world's capital of the popular social site. "Facebook is changing next year to offer much better corporate presences and of course Google+ in the last week has launched pages for companies as well," Ms St James added. The effectiveness of Facebook was summed up in the recent eCustomerServiceIndex by eDigitalResearch and IMRG, which showed that sales made as a result of the portal grew by 8.8 per cent in the last four months. Tue, 29 Nov 2011 http://www.dbg.co.uk/campaignmanagementchiefsoftenturntosocialmedia/1114?rss=801222990 Executives in charge of campaign management tend to turn to social media more than almost any other sector, should one expert be believed. Tiffany St James, founder of consultancy firm Stimulation, explained the technology is a "new and interesting" way of reaching a large audience. Although not every company should necessarily use it, it could be that its benefits are wide-ranging and help firms draw in a significant number of new customers they may not have otherwise contacted. The industry chief noted that it offers businesses the chance to have a "very personal experience" with their customers. "Where we see social media being used more prevalently than other industries is in advertising and public relations. So advertising is really kind of campaign management," Ms St James stated. The recent eCustomerServiceIndex by eDigitalResearch and IMRG showed that sales made as a result of Facebook grew by 8.8 per cent in the last four months. Mon, 28 Nov 2011 http://www.dbg.co.uk/interactiveshoppingiscentraltocometsintegratedmarketingstrategy/1114?rss=801222069 When it comes to integrated marketing, Comet has made a decision to target its customers via their mobile phones. A report by David Moth, writing for Econsultancy, explained that one of the main instigators of a boost in the company's mobile presence was the launch of its own app. This gives users the chance to compare products, check reviews and view prices from their handset. Comet's decision to launch the app is said by the news source to be a "valuable tool" in its ability to prise consumers away from rivals such as PC World and Dixons. Anneka Dew, marketing manager at app developer Grapple Mobile, said: "The idea is to make the shopping experience more interactive. One of the main functions is that you can use it in-store and it gives you access to more information." Marketing Week recently reported that personal care brand L'Oreal is aiming to target its older consumers via mobiles as part of its latest campaign. Fri, 25 Nov 2011 http://www.dbg.co.uk/socialmediatobecomeincreasinglyimportantinintegratedmarketing/1114?rss=801221824 Integrated marketing chiefs could continue to push their focus towards social media, as the technology continues to grow. Tim Gibbon, director at communications consultancy Elemental, said the platform – which includes sites such as Twitter and Facebook – is set to become "even more connected" in the near future. He noted it is sure to become a greater part of everyday life for all those who use it. "Its usage across computers and mobile devices is staggering, and will continue to grow particularly as smartphones and tablet devices become increasingly sophisticated and more widely used," Mr Gibbon stated. While some integrated marketing bosses might be focusing on reaching consumers through the television, Mr Gibbon noted that multi-device promotions are now required as more people continue to use a larger number of portals. Soft drinks brand Coca-Cola this week told how it has created two new television advertisements for the festive season featuring pop star Natasha Bedingfield. Fri, 25 Nov 2011 http://www.dbg.co.uk/campaignmanagementcouldfocusonfacebookformaximumreturn/1114?rss=801222084 Those in charge of marketing campaign management at British firms might be wise to focus their attention on Facebook, as the site has been identified as a driver of extra sales. The latest eCustomerServiceIndex by eDigitalResearch and IMRG has found that purchases made as a result of content on the site – known as f-commerce – have grown by 8.8 per cent in the last four months. It noted this is the result of more and more retailers using Facebook as a key part of their strategy. Figures show that in excess of 25 per cent of online consumers now access Facebook more than once a day. "An increase of 8.8 percent in f-Commerce over a very short period of time is no surprise and retailers continue to use Facebook to talk and sell to their customers," stated Derek Eccleston, research director at the research body. Tim Gibbon, director at communications consultancy Elemental, recently highlighted the ability of social media platforms to reach a large audience. Fri, 25 Nov 2011 http://www.dbg.co.uk/festiveonlinepromotionscouldbepayingoffforintegratedmarketingchiefs/1114?rss=801222095 Integrated marketing bosses who have launched online campaigns ahead of Christmas may find their efforts are being rewarded by higher turnover. New figures from comScore show that revenue from internet shopping sales in the first 20 days of November reveal a 14 per cent hike in spending, compared with the same days last year. It noted that $9.7 billion (£6.3 billion) has been spent online in the holiday season to date by people in the US looking forward to the festive season. Last Wednesday (November 16th) was the busiest day yet, with some $688 million splashed out by consumers on gifts and other goods. Gian Fulgoni, chairman of comScore, spoke of the benefits of e-commerce, stating: "With the persistent backdrop of macroeconomic uncertainty and continued high unemployment, consumers appear to be increasingly favouring the online benefits of convenience and lower prices." Matthew Hopkinson, spokesman for the Local Data Company, recently explained there is a battle for custom brewing between online firms and other retailers in the run-up to Christmas. Fri, 25 Nov 2011 http://www.dbg.co.uk/kasperskylabmayhavesetmultichannelmarketingbenchmark/1114?rss=801220687 Firms that carry out multi channel marketing may be wise to follow in the footsteps of Kaspersky Lab, after the company was awarded an industry prize. The security and threat management solutions provider has been named the Best Brand at the latest Sunday Times Tech Track 100 Awards. It beat competition from a host of other fast-growing technology businesses, such as Moonpig.com, Gocompare.com and Zoopla. "To receive feedback from industry leaders that they are 'seeing our brand everywhere' is testament to the hard work put in by the entire team," stated Georgina Gilmore, marketing director at Kaspersky Lab UK and Eire. Gary Howlett, global tax director at the firm, said the award is "great news" for everybody connected to its marketing team. House of Fraser's marketing strategy for Christmas was revealed this week when O2 confirmed it had teamed up with the retailer to launch a series of festive promotions and incentives to consumers. Thu, 24 Nov 2011 http://www.dbg.co.uk/samsungmocksrivalappleinlatestintegratedmarketing/1114?rss=801221037 Integrated marketing chiefs at technology firm Samsung have decided to take a swipe at rival Apple in their latest promotion. According to Daily Tech, a new advert has been launched to raise awareness of the company's Samsung Galaxy SII mobile phone, which is considered an alternative to the popular Apple iPhone. In the clip, a large queue of people are shown waiting for the latest in the iPhone range outside a retail store – in a scene reminiscent of the gatherings that often build around the time of Apple releases. However, members of the queue start to notice people passing them with a Samsung Galaxy SII, which is portrayed as "magnificent", the news source stated. It is an interesting approach to marketing and its effect could be followed with interest by many other firms. Insurance provider Aviva recently announced it is turning to social media in a bid to get its message across about savings as part of a campaign entitled Magic Money. Thu, 24 Nov 2011 http://www.dbg.co.uk/tescoplotshugecampaigntoreachmarketingdatabase/1114?rss=801220607 Members of Tesco's marketing database – as well as others it believes may be interested in its products – are to be targeted by a new campaign. The retailer is launching a promotional drive in the run-up to Christmas that will focus on its low prices. It is also believed that the supermarket will attempt to ramp up interest in its consumer electronics, which are to be subject to a host of deals this festive season, Marketing magazine reported. A spokeswoman for Tesco said some 3,000 products are to enjoy price reductions and the majority will not return to their original cost once the campaign is over. Tesco looks set to kick off the marketing drive with an advertisement during tonight's (November 24th) I'm a Celebrity ... Get Me Out Of Here on ITV. In other marketing news, Coca-Cola this week confirmed it has recorded festive advertisements featuring pop singer Natasha Bedingfield.   Thu, 24 Nov 2011 http://www.dbg.co.uk/lorealaimstoincludemobileaspartofintegratedmarketingforolderpeople/1114?rss=801219420 Personal care brand L'Oreal is to use mobile technology as a significant part of its integrated marketing aimed at older people. The company has identified members of the baby boom after World War II as a demographic that would like to make more use of their leisure time, reported Marketing Week. It noted that it is therefore developing apps that will appeal to these people in a bid to change the way they shop. Georges–Edouard Dias, senior vice-president at L'Oreal's digital business told the news source: "If we can give them the information in their hand it simplifies their life, it saves them time. Free time is a luxury and if you can tap into that, it is great." He added that the big change in the retail market is the importance of proximity. Social media is another ideal way to reach consumers, with the latest comScore figures showing the technology's audience in the UK, Spain, Germany, France and Italy has risen by 44 per cent in the last year. Wed, 23 Nov 2011 http://www.dbg.co.uk/o2lookstomobileintegratedmarketingtopromotehouseoffraser/1114?rss=801219701 House of Fraser, one of the UK's leading retailers, had added mobile activities to its multi channel marketing mix ahead of Christmas, courtesy of O2. The department store and phone network have teamed up to launch a seasonal scheme that will see the latter's customers targeted with a promotional campaign designed to drive their custom towards the shop. In order to entice consumers into its stores, House of Fraser is to offer free O2 Wi-Fi connections. O2 will also deliver personalised marketing material to users, including access to its Priority Moments tool. The aim of the link-up is to increase brand awareness, customer footfall and loyalty over the festive season. Robin Terrell, executive director for multi channel and international at the retailer, said: "House of Fraser is committed to finding new and innovative ways of providing our customers with a VIP shopping experience." Matthew Hopkinson, spokesman for the Local Data Company, said recently that there is a war between stores and online-only portals developing in the retail sector. Wed, 23 Nov 2011 http://www.dbg.co.uk/cocacolaturnstonatashabedingfieldaspartintegratedmarketingstrategy/1114?rss=801219777 Coca-Cola's integrated marketing strategy this Christmas will rely heavily on the talents of pop singer Natasha Bedingfield. The soft drinks brand has confirmed the vocalist will appear on its television commercials where she will perform a unique adaptation of the holiday anthem Shake Up Christmas. Originally made famous by the band Train, the song became highly popular with consumers last year. To illustrate her talents, Bedingfield has recorded the track in six different languages so that Coca-Cola's message can be spread across much of the world. "One of our favorite traditions is singing holiday songs, so it's really meaningful for me to perform a song that friends and families the world over can enjoy together," Bedingfield stated. The song will be used on two new commercials due to be released by the beverage firm. Last month, independent research body Covario named Coca-Cola as the brand that performs the best of all when it comes to marketing itself on Facebook. Wed, 23 Nov 2011 http://www.dbg.co.uk/multichannelmarketingcanappealtomanyatchristmas/1114?rss=801219284 Multi channel marketing can help online firms lure customers away from the high street this Christmas and towards websites and other portals. Matthew Hopkinson, spokesman for the Local Data Company, said that there is a battle developing between stores and "online-only players". He noted that a large number of consumers now trust and enjoy the services of sites, so their "multi channel offer" and "keen pricing" are attractive. "Discounts and offers are now a culture and not just pre and post-Christmas ... Shoppers are now very mobile and fickle and will follow the deals," stated Mr Hopkinson. He said the fourth quarter of the year is now more important than ever, as many retailers start their sales before rather than after the festive season in a bid to create the majority of their revenue at this time. Tim Gibbon, director at communications consultancy Elemental, recently said that social media has become a key part of multi channel marketing as it helps businesses reach a large audience. Wed, 23 Nov 2011 http://www.dbg.co.uk/riseinsocialmediacouldbegoodnewsformultichannelmarketingchiefs/1114?rss=801218124 Firms that rely on social media as part of their multi channel marketing strategy in order to get their message across have been handed a slice of good news. The latest findings from research body comScore show there has been a rise in the number of people accessing such platforms via mobile phones. It found that in the year to September 2011, there was a hike of 44 per cent in the size of the audience using social media within the five leading European markets – the UK, Germany, Spain, Italy and France. "The rate of growth in daily social networking usage has surpassed even the rate of growth in total social networking adoption among mobile users, suggesting that the behaviour is becoming even more ingrained," explained Jeremy Copp, comScore Europe vice-president for mobile. Insurance provider Aviva recently revealed it is turning to social media in order to get its message about savings across to a large number of people. Tue, 22 Nov 2011 http://www.dbg.co.uk/socialmediacandominatemultichannelmarketingstrategy/1114?rss=801218129 Firms that have adopted a multi channel marketing strategy may find that social media is so powerful it overcomes the need for several other methods. Tim Gibbon, director at communications consultancy Elemental, said that social media platforms provide a new way to reach a variety of people. These include stakeholders, partners, peers and associations, as well as consumers. Mr Gibbon explained: "This is where the opportunity lies for businesses, in that they do not need to use traditional marketing and media channels to engage and interact with audiences directly." He went on to recommend the move towards social media means companies simply need to spend more time considering the effectiveness and suitability of their communications and marketing material. One social network, Twitter, recently used its official blog to profess it is now a hive of activity at all times, whether it is the aftermath of a huge event or simply a time that people wish to use the site to enjoy themselves. Tue, 22 Nov 2011 http://www.dbg.co.uk/languagecouldbekeytosuccessofintegratedmarketing/1114?rss=801218423 Businesses attempting to tailor their own integrated marketing materials may find that language choice is a key factor. Neil Taylor, creative director at The Writer, said straplines and slogans can trigger various emotions in consumers. He noted there is "something about how we feel" towards certain language and who it is being used by. The expert went on to explain that likeable brands can get away with far more in this area and highlighted Nike and its 'just do it' slogan as an example. "Most of us are pretty wary of being told what to think, so when businesses are claiming things about themselves that is when you get pretty suspicious," Mr Taylor stated. An example of organisations that have to be gentler in their approach due to their generally unpopular nature is banks, he suggested. The Journal of Consumer Research recently reported how people tend not to mind taking orders, but only from companies offering pleasurable products or services. Tue, 22 Nov 2011 http://www.dbg.co.uk/deliverypromisescouldbeeffectiveintegratedmarketingweapon/1114?rss=801218431 Firms who produce integrated marketing campaigns in the run-up to Christmas that guarantee delivery of goods before December 25th could do well as a result. The new Intersperience Christmas Shopping Survey 2011 found that four out of every ten consumers do not want to purchase gifts over the internet this year as they fear delivery chaos will ensue and they will not receive items in time. In addition, 36 per cent said they worry about receiving the wrong product, while an overall decline in trust of online retailers was reported. "There is a general disappointment with online service that is a hangover from last year and it is affecting people's plans. Retailers need to do a lot of work to win back customers' trust," explained Paul Hudson, chief executive of Intersperience. Firms that offer guarantees on delivery could find themselves well placed to boost trade this festive season. Verdict Research and analytics firm SAS recently published conclusions on Christmas shopping trends and revealed it may be worth targeting men with marketing this year as they are more likely than women to buy some goods. Tue, 22 Nov 2011 http://www.dbg.co.uk/firmsmustbuildarelationshipwithmarketingdatabase/1114?rss=801216816 Companies have been told they must build a strong relationship with the customers on their marketing database. Neil Taylor, creative director at The Writer, explained it is "really important" to gain the trust and respect of consumers in order to eventually enjoy their loyalty. He said the key to this is frequent communication, noting bosses are likely to find it "pretty amazing" just how effective this can be when it comes to getting people on board. It is suggested that the majority of marketing material is similar, with firms choosing the same strategy and creating forgettable communications. "So the minute that someone comes along and does something different with one of them, they can actually get your attention - they stand out a mile," stated Mr Taylor. The Writer recently conducted an online poll that found companies telling customers their comments are very important to them is the most annoying message they hear. Mon, 21 Nov 2011 http://www.dbg.co.uk/socialnetworkscansupportintegratedmarketingefforts/1114?rss=801216823 Businesses have been advised that promoting themselves via social networks is a good way to support other integrated marketing techniques. Tim Gibbon, director at communications consultancy Elemental, explained that the platform is a good way for firms to benefit "on quite a few different levels". He said that one of the crucial advantages of social networks is the opportunity to get closer to customers and read their feedback and win their trust. "Ultimately, when managed effectively social networks can help businesses build a stronger rapport with customers and either create, enhance and/or support promotional activity," Mr Gibbon stated. He added that social networks will be of particular value to those companies that are working seamlessly as one, rather than a series of departments. Tim Devaney and Tom Stein, writing for AllBusiness.com, recently quoted the Fall 2011 Attitudes and Outlook Survey by consultancy business Constant Contact that showed some 81 per cent of small companies are now using social media. Mon, 21 Nov 2011 http://www.dbg.co.uk/avivaturnstosocialmediatotargetmembersofmarketingdatabase/1114?rss=801217129 Insurance provider Aviva has opted for a social media promotional campaign in order to reach members of its marketing database. The company has confirmed it is launching a scheme called Magic Money that will aim to appeal to younger people and encourage them to save cash. A number of films have been shot – on the streets and in the bars of Brighton and London – featuring magic tricks from magician Pete Hathway. All of the tricks emphasise the need to put money aside each week, month or year. "With regulatory change on the way, including the introduction of automatic enrolment, we have the opportunity to really engage with younger people about the need to think about their money," explained Aviva's head of brand Sue Helmont. Stefan Boyle, founder of PrintRepublic.co.uk, recently told how achieving strong traffic levels should be the priority for every site as it is where many fall down. Mon, 21 Nov 2011 http://www.dbg.co.uk/vo5onlineadvertsarebestwaytoreachyoungmembersofmarketingdatabase/1114?rss=801215711 Personal care product provider VO5 has revealed some of its secrets on how to reach members of a marketing database. The company noted that its target audience for a recent release was young people aged between 12 and 14, so it had to devise a way to reach those in this category, reported Marketing Week. It turned out that using online advertisements to promote the Extreme Style range was a successful option and the best way "in a world full of messages" to achieve its goals. VO5 launched a short internet trailer that ran for about 30 seconds on YouTube and, in just two weeks, it was viewed 180,000 times. Speaking last month, prior to the launch of the clip, Vicky Metcalfe, brand director at parent company Unilever, said: "We know that to stay contemporary among our young male target audience with Extreme Style, we have to offer them true engagement with the brand." Steve Barnes, managing director of NetVoucherCodes.co.uk, this week said offering discount vouchers can be an effective marketing tool for businesses to use. Fri, 18 Nov 2011 http://www.dbg.co.uk/marketingplanningbehindburberrysstrongfinancialresults/1114?rss=801215469 The role of marketing planning in the continued success of luxury fashion label Burberry has been spelled out by its chief executive officer. Angela Ahrendts said strong promotion via electronic mediums helped the company to record strong financial results for the six months to September 30th. Burberry has confirmed its revenue in this period rose by 29 per cent to hit a total of £830 million, while revenue growth was said to be in double digits in all regions. Ms Ahrendts stated: "Burberry has delivered a strong first half, reflecting our continued investment in innovative design, digital marketing and retail strategies." Digital marketing could include promoting the brand via platforms such as television, the internet and on social media websites. Stefan Boyle, found of PrintRepublic.co.uk, this week urged businesses to provide substance rather than style when it comes to their online presence as failing to do so can make it hard to convert interest into sales. Fri, 18 Nov 2011 http://www.dbg.co.uk/businessesmustoffermarketingdatabasestyleoversubstanceontheweb/1114?rss=801214287 A common mistake by British businesses may be to target a marketing database with online portals and promotions that are essentially based on style over substance, if one expert is to be believed. Stefan Boyle, found of PrintRepublic.co.uk, explained e-commerce is now a vital method of sales for companies and must be taken seriously. He admitted to often visiting "beautiful" websites but finding it is difficult to convert interest to sales. This is the result of focusing on style over substance, which can put good marketing work to waste. "You want a clean, fresh, decent-looking site, so it looks professional, but often that isn't the most important thing. It's making sure you've got strong headlines and something interesting to capture people's attention," Mr Boyle stated. His words come shortly after Intel and MasterCard announced they are teaming up to make online transactions even easier by creating new web payment technology. Thu, 17 Nov 2011 http://www.dbg.co.uk/howcansocialmediaimprovemultichannelmarketing/1114?rss=801214565 The rise of social media has been one of the key trends in the marketing world over recent months and years, with many more firms creating a presence on portals such as Facebook and Twitter. With a large audience, relatively simple and affordable set-up costs and a trendy image, social media is an ideal option for ambitious companies. Tim Devaney and Tom Stein, writing for AllBusiness.com, have quoted the Fall 2011 Attitudes and Outlook Survey by consultancy business Constant Contact, which found 81 per cent of small organisations are now using the technology. Some 96 per cent say they are active on Facebook, while Twitter is used by 76 per cent of respondents. But what can a presence on a social media portal do for a firm? A lot of companies said it gives them an opportunity to speak directly with customers, with 45 per cent admitting it does not take up an excessive amount of time. A study published recently by the Customer Contact Association suggested businesses must take the time to respond to feedback from consumers. Thu, 17 Nov 2011 http://www.dbg.co.uk/couldvouchersprovideeffectiveintegratedmarketingincentives/1114?rss=801214403 Offering incentives to customers can be a part of integrated marketing techniques and doing so by providing vouchers is one popular option. Steve Barnes, managing director of NetVoucherCodes.co.uk, has spoken of the rise of the discount options. He suggested that "almost every" major retailer now appeals to customers in this way, with the likes of Homebase, Tesco, Boots and Debenhams all known to offer voucher codes. "We're seeing a significant rise in the number of retailers who are choosing to offer voucher codes at certain times of the year to help boost sales, for instance at Christmas," Mr Barnes stated. He added that marketing bosses are increasingly turning to this option as it is a "great way" to raise the appeal of a certain product or brand. Firms that take note of the opinion of Stefan Boyle, founder of PrintRepublic.co.uk, may wish to offer voucher codes via mobile phones, as he said m-commerce has become a "massive" deal. Thu, 17 Nov 2011 http://www.dbg.co.uk/mobilemustbeaconsiderationformultichannelmarketingspecialists/1114?rss=801213072 Businesses with a multi channel marketing strategy might find they have to target mobile users, such is the rise of this sector in commercial terms. Stefan Boyle, founder of PrintRepublic.co.uk, has told how firms now have to provide a way for consumers to buy products via their handsets. He noted mobile commerce has become "massive", with its simple set-up one of its key advantages. It could therefore be wise for firms to also launch marketing campaigns via the medium, with users able to access promotions and view details in just a small number of clicks. Mr Boyle went on to note one of the key contributors to success via mobile is the ability to make people feel safe, such as when making payments. A recent report by eDigitalResearch, entitled eCustomerServiceIndex, found that 24 per cent of shoppers have turned to their mobile phone to view information and deals while in the high street or at retail centres. Wed, 16 Nov 2011 http://www.dbg.co.uk/marketingdatahubshouldnotbereasonforsettinguployaltyscheme/1114?rss=801213384 Gaining information as part of a marketing hub should not be the primary focus of setting up a loyalty scheme, an expert has warned. Speaking at the Loyalty World conference in London, Aimia's European chairman Richard Baker said the aim should always be to serve customers, reported Marketing Week. He noted that some firms seem to have lost track of their objectives when it comes to creating such schemes. Mr Baker, who has previously worked as the chief executive officer of both Boots and Asda, said it is not all about collecting data relating to consumers. The rewards of getting loyalty systems right have never been greater, so a higher level of attention to detail and a new customer focus should work wonders. A study published recently by the Customer Contact Association summed up consumer dissatisfaction, as it showed that 44 per cent of people believe the feedback they leave on platforms such as social media sites is ignored by companies. Wed, 16 Nov 2011 http://www.dbg.co.uk/twitterisabusyplatformfortargetingamarketingdatabase/1114?rss=801212053 Firms could appeal to those on their marketing database through Twitter, as the social network continues to go from strength to strength. Using its official blog, the website has revealed that Twitter is now engrained in the minds of web users for a variety of reasons. For example, it is widely accessed and used as a discussion portal in the aftermath of huge, newsworthy events and developments. But it is also a place to share a joke or a story and engage with friends and acquaintances. The blog noted the example of last Friday (November 11th), which featured the date 11/11/2011, leading to many comments and views related to this "rare binary occurrence". Advertisers may therefore need to be aware that they can reach many different people in a variety of moods when accessing Twitter. Techcrunch recently told how a new photo-sharing device is now available to Twitter account holders, making it easier to publish images online. Tue, 15 Nov 2011 http://www.dbg.co.uk/mpwarnedofimportanceofdataconsolidation/1114?rss=801211798 Data consolidation is to be on the agenda for an MP for the foreseeable future after he was warned about his security levels. Oliver Letwin, who represents West Dorset, has been told by the Information Commissioner's Office that standards at his political headquarters must improve. This comes shortly after he was found to have disposed of constituency papers in a park bin. Information commissioner Christopher Graham explained that MPs are in a position of trust and residents must be able to rely on them to preserve data quality and security. "I'm sure this case will also prompt other MPs to review their handling of personal data to ensure they're doing all they can to keep it secure," he stated. Another security issue for businesses and organisations to consider comes in the form of social media, which a recent Ernst & Young study found to be a worry for 72 per cent of companies that use such sites. Tue, 15 Nov 2011 http://www.dbg.co.uk/webbasedintegratedmarketingcouldbemoreimportantafterpaymentupgrade/1114?rss=801211802 Companies may find the improvements being made to online payment systems means web-based integrated marketing becomes even more effective. As it gets easier to pay for goods on the net, it is possible that more people will choose to do so. One example of an upgrade to online payment is the tie-up between Intel and MasterCard, which was confirmed this week. The two companies have announced they are to join forces for a multi-year contract that will see them collaborate on new and innovative consumer payment experiences designed specifically for online shopping. MasterCard is to offer its expertise in payment processing while Intel is the perfect contributor of chip-based security and silicon technology. Ed McLaughlin, chief emerging payments officer at MasterCard, said: "The collaboration with Intel will deliver enhanced security and faster checkout – with the convenience of a simple click or tap." Research by comScore recently found the US online retail market grew once again in the third quarter of 2011, this time by 13 per cent. Tue, 15 Nov 2011 http://www.dbg.co.uk/targetmarketingdatabasewithnewmaterialatchristmas/1114?rss=801208421 Firms have been advised to focus on new initiatives when it comes to integrated marketing over the upcoming Christmas period. Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau, said the festive season is a busy time and can be tough for small businesses. She therefore recommended bosses do not try and take everything on their plate at this period. Instead, focusing on a small number of marketing initiatives and hopefully excelling at them is the way to succeed. "I think having a mixture of useful stuff as well as integrating stuff [that is] exciting and delighting your customers at Christmas time [is a good idea]," Ms Haynes stated. She added that Christmas is also a time to thank customers for their loyalty. IBM recently found that some 15 per cent of people who visit an online retailer in November in the US will do so from a mobile phone. Mon, 14 Nov 2011 http://www.dbg.co.uk/malemembersofmarketingdatabaseshouldbetargetedatchristmas/1114?rss=801210860 Companies should look to aim their promotions at male members of their marketing databases at this time of year, if the latest research is anything to go by. Verdict Research and analytics firm SAS have teamed up to deliver the How Britain will Shop for Christmas 2011 report. They found that males are likely to play an increasingly important role when it comes to buying goods for festive celebrations. For example, some 10.5 million turkeys are to be sold to UK consumers, of which 56.5 per cent will be bought by men. "The data clearly shows that retailers ought to be actively targeting men, for whom Christmas is one of the big shopping windows," explained Verdict's Maureen Hinton. It is also wise to base promotions and advertisements on the internet, after recent research by comScore found the US market once again experienced a rise in e-commerce during the third quarter of 2011. Mon, 14 Nov 2011 http://www.dbg.co.uk/multichannelmarketingfeedbackshouldbeactedupon/1114?rss=801210879 Firms that wish to stand out from the crowd might wish to use their multi channel marketing as a way to improve the service they offer. A new study published by the Customer Contact Association (CCA) has found that 44 per cent of people do not believe the feedback they leave on sites such as Facebook is acted upon. Many individuals are keen to use social media to discuss their experiences and opinions on certain matters, products and organisations. The technology is also popular with businesses, as it provides an effective advertising platform that is accessed by many users around the world. Anne-Marie Forsyth, chief executive at the CCA, said: "Organisations are devoting much time and effort to responding to the voice of the customer but operating in a multi-channel environment requires a fresh approach," adding this should be based on taking feedback on board. Retail Eyes recently highlighted the internet as a useful platform for marketing executives, with more than 75 per cent of people believing it is now home to the best deals. Mon, 14 Nov 2011 http://www.dbg.co.uk/dataqualitymanagementbreachesshouldbemetwithsternpenalties/1114?rss=801102101 Data quality management is a priority for a huge number of businesses, which aim to protect their information from the eyes of hackers and other cyber criminals. Such firms may find themselves in agreement with a police chief who has expressed her belief that online fraudsters who illegally obtain data should be served tougher sentences. Detective superintendent Charlie McMurdie told the BBC how e-crime is costing the UK approximately £27 billion a year. She noted it is unfair that thieves tend to get stricter sentences than online criminals under current rules. "Sentencing is still an issue. Some of these people have made millions and if it was fraud or robbery they would get eight or ten years but they get less because it's cyber crime.," the police boss stated. Paul Bantick, a senior underwriter in the technology, media and business services team at Beazley, recently identified retailers as among the most vulnerable to fraud attacks. Fri, 11 Nov 2011 http://www.dbg.co.uk/multichannelmarketingusersheldbackbypoorsignal/1114?rss=801101883 Companies that use multi channel marketing – particularly in a bid to tempt consumers to buy goods from their mobile phones – are held back by the UK's below-par coverage. A new study carried out by online retailer eBay found that 45 per cent of people are unhappy with the speed at which they can load pages on their device. More than 2,000 individuals were questioned and some 36 per cent said they already like to use their handset for shopping purposes. It is thought that if signal coverage was upgraded, this number could be driven even higher. "As smartphone and tablet ownership increases there will be even greater potential rewards for companies investing in mobile, and this is particularly true for retailers," explained Miriam Lahage, vice-president of global fashion at eBay. A study by eDigitalResearch, entitled eCustomerServiceIndex, recently concluded that 24 per cent of people have used their mobile while out shopping to view products online. Fri, 11 Nov 2011 http://www.dbg.co.uk/integratedmarketingstrategiesmustfocusontheinternet/1114?rss=801104303 Those in charge of integrated marketing strategies could be wise to pay plenty of attention to their company's online activities. This is after comScore released new research that found the e-commerce sector rose once again in the third quarter of 2011. It noted it increased by 13 per cent in the US compared to the same period in 2010 to reach a value of $36.3 billion (£22.5 billion), the eighth quarter in a row it has grown. Such a result is also the fourth consecutive three-month period to witness double-digit expansion, illustrating the increasing popularity of shopping on the net. Chairman of comScore Gian Fulgoni said: "More consumers than ever before are relying on the online channel for product and pricing information, which along with the internet's fundamental appeal of convenience and attractive pricing, are contributing to the [success]." A study by Retail Eyes recently found that three-quarters of people now believe the best deals are to be found online rather than on the high street. Fri, 11 Nov 2011 http://www.dbg.co.uk/webbasedmultichannelmarketingappealstoconsumers/1114?rss=800931897 Consumers will respond to online strands of multi channel marketing schemes, if the latest research is anything to go by. A study by customer intelligence specialist Retail Eyes has found that, while many people prefer to shop in stores, the majority will venture online as they believe this is where the best deals are to be found. Some 75.6 per cent of respondents admitted the internet tends to be home to the most lucrative discounts and incentives. Tim Ogle, chief executive officer at the company, explained that firms must act now to take advantage of the Christmas market. "Even though recent British Retail Consortium figures continue to show consumer demand is weak, retailers must look to do everything in their power to maximise the service and experience they give their customers," he advised. Allan Biggar, chairman of All About Brands, recently said that businesses must use social media in order to drive traffic to their sites. Thu, 10 Nov 2011 http://www.dbg.co.uk/retailerscanreachmarketingdatabaseviasmartphones/1114?rss=800931901 New research has revealed just how many customers and members of retailers' marketing databases are accessible through their smartphones. The latest study by eDigitalResearch, entitled eCustomerServiceIndex, has found that 24 per cent of consumers have even used their handset while out shopping. During trips to the high street, almost a quarter of shoppers are prepared to make use of the technology at their fingertips to learn more about products, compare prices and view special offers. Social media portals, emails and retail websites are said to be the most popular destinations for web users. Derek Eccleston, research director at the body, said: "If retailers want to drive their mobile strategies forward with mobile sites, shopping apps and localised deals, then it is important that they offer customers the ability to connect." Juniper Research this week found that the US mobile commerce market is due to grow to be worth $15 billion (£9.4 billion) by 2012. Thu, 10 Nov 2011 http://www.dbg.co.uk/twittersphotosharingfacilitycanbeusedbyintegratedmarketingspecialists/1114?rss=800940488 Firms that undertake integrated marketing campaigns that rely heavily on Twitter could make use of the site's photo sharing facility. Techcrunch has reported, using statistics from Skylines, that the social network is now the number one portal using Photobucket for uploading and sharing images. Some 36 per cent of shares now take place through the site, while Twitpic takes care of another 30 per cent of tweeted shots. This marks a remarkable turnaround by Photobucket, as it has taken market share from both Twitpic and YFrog in the last six months. Adding photographs to promotional material that is sent to Twitter followers may help it to stand out and draw more attention from consumers. The online publication noted that Twitter for iPhone is another way to upload images and is also enjoying significant success. Allan Biggar, chairman of All About Brands, recently said that social media sites – such as Twitter – are perfect for companies looking to communicate with their customers. Thu, 10 Nov 2011 http://www.dbg.co.uk/onlineadvertisersagreeshareddataprofilingdeal/1114?rss=800940501 Data profiling could be on the agenda for three firms that have agreed to share online advertising information and deals. In response to the increasingly dominant position of Facebook and Google when it comes to hosting web-based promotions, Yahoo, AOL and Microsoft have teamed up, reported the BBC. The contract between the trio starts in January and will allow each to sell remaining internet adverts on any of the portals. Research body eMarketer is expecting Facebook and Google to further strengthen their position in the online marketing sector. As such, radical action is required and Yahoo executive vice-president Ross Levinsohn explained the new set-up is a "fundamental rethinking" of the way the market works. Rik van der Kooi, of the Microsoft Advertising Business Group, added that he is not expecting any problems to arise. Marketing Week recently told how motorbike brand Harley Davidson has turned to Facebook promotions in a bid to drum up interest in its latest campaign. Thu, 10 Nov 2011 http://www.dbg.co.uk/generatingwebtrafficispriorityofintegratedmarketing/1114?rss=800912869 Integrated marketing should focus on the issue of driving traffic to a particular website – something that is necessary for a product or company to succeed. Stefan Boyle, founder of PrintRepublic.co.uk, explained it is no good simply building a high-quality e-commerce portal, as this alone does not guarantee results. "Getting traffic and how you attract leads to your site is the biggest issue that many people fall over with. It's how you go about marketing the site that's important," he stated. Reaching out to potential customers is every bit as important as offering a website they will want to use. Mr Boyle went on to recommend that websites are built with the ideal user action in mind, so firms should consider what they want users to do and tailor the design to that. Steve Barnes, managing director of Netvouchercodes.co.uk, recently said the internet is a great way to increase interest in a brand, perhaps by offering discounts and offers. Thu, 10 Nov 2011 http://www.dbg.co.uk/harleydavidsonturnstofacebookaspartofintegratedmarketing/1114?rss=800791432 World-famous motorbike brand Harley Davidson has revealed Facebook will play a key role in its integrated marketing plans for the future. Marketing Week has reported that the company is launching a special app for the social network that it hopes will help it receive ideas from fans. The crowdsourcing tool will be a way for regular members of the public to make suggestions about the way in which the brand should go. Mark-Hans Richer, chief marketing officer at Harley Davidson, said: "This is not a publicity stunt, or a limited time engagement. We're committed to crowdsourcing because these ideas naturally flow from our passionate fans." He noted that Facebook is particularly popular with young people aged between 18 and 24, which is the demographic the company wishes to reach out to at this time. Lightspeed Research recently found that Facebook is a popular way for young people to read the news, with 30 per cent of 18 to 24-year-olds choosing the site for this purpose. Wed, 9 Nov 2011 http://www.dbg.co.uk/campaignmanagementmayincreasinglyfocusonmobiles/1114?rss=800791465 Those in charge of campaign management at Britain's largest firms may find they become increasingly focused on promotion via mobiles as the months and years progress. New findings by Juniper Research show that the global mobile shopping market is due to grow to a value of $15 billion (£9.4 billion) by 2012. This is to be the result of a growing acceptance of advertising on mobile platforms and a greater desire to use mobile coupons and deals. The organisation noted that such a rise will see the market worth about 50 per cent more than it is in 2011. Both the smartphone and the tablet have played their part in making it easier and more fashionable for consumers to pick up their handset and purchase goods over the internet. IBM recently predicted that 15 per cent of people who use the website of a major retailer in the US this Christmas will do so from a mobile device. Wed, 9 Nov 2011 http://www.dbg.co.uk/firmsurgedtotalktomarketingdatabaseviasocialmedia/1114?rss=800791471 Social media provides a unique opportunity for companies to enjoy conversation with the people on their marketing database. Allan Biggar, chairman of All About Brands, explained it is no longer good enough to simply invest in a marketing strategy that relies on traditional methods. Firms must look to promote themselves via social media websites, including Twitter, Facebook and LinkedIn. She said it is all about conversation and engaging in dialogue with the people who can make a difference. "If you really believe in leading your business, then you must engage with those who matter to it - your employees, your shareholders and your customers," Mr Biggar stated. He went on to note that by going online, companies have access to the same people they previously would have done at trade shows or in stores. Lightspeed Research this week found that social media is particularly popular with young people, as 30 per cent of those aged between 18 and 24 now use it to read the latest news. Wed, 9 Nov 2011 http://www.dbg.co.uk/businessleadersmusttakecontrolofcampaignmanagement/1114?rss=800790057 Bosses and executives at British companies that use social media for advertising purposes have been advised to oversee campaign management. Allan Biggar, chairman of All About Brands, said sites such as Facebook and Twitter are now of huge importance to companies and must be taken seriously. Several years ago, bosses may have dismissed them as the hobby of teenagers, but now they must be respected as a powerful marketing tool. The expert noted that reputations are made and broken online, as contributions to social networks will be seen around the world and can lead to a monetary loss. "When consumers can tweet about a bad or good product, or [a] piece of customer service - gathering momentum and support by the second - it's time for chief executive officers to pay attention," Mr Biggar stated. Recent research by BIA/Kelsey found that a third of all marketing spending now occurs on online projects. Tue, 8 Nov 2011 http://www.dbg.co.uk/businessesmustincludesocialmediainmultichannelmarketingstrategy/1114?rss=800789104 A multi channel marketing strategy is simply not the same without social media included as a prominent feature of it. Allan Biggar, chairman of All About Brands, has explained how using the technology to promote a firm and its goods and services is now a must. He compared not having a social media presence to opening a store on a busy street and then sitting by the window with a grumpy face, putting potential customers off the idea of coming inside. "Why would you cut yourself off from such an important channel to your customers or stakeholders?" Mr Biggar asked, adding: "If you don't want to communicate, don't be in business." The expert added that all social media material must be planned, as having to retract a statement is a situation that no firm wants. Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau, recently said that social media is a rapidly expanding area of online advertising. Tue, 8 Nov 2011 http://www.dbg.co.uk/youngpeopleonmarketingdatabasecanbetargetedthroughsocialmedia/1114?rss=800789722 Social media is likely to be a good way to contact younger members of a marketing database, if the latest research is anything to go by. Lightspeed Research has found that some 30 per cent of those aged between 18 and 24 now turn to Facebook in order to read the latest news. It surveyed about 1,000 people as part of the study, which also showed that four per cent of younger consumers even make an effort to visit the portal while travelling in order to catch up on the latest events. One in ten said they enjoy Facebook at home in the evening and 15 per cent admitted it is their first choice during the week. "What is revealing in this research is how the social networking phenomenon is impacting news consumption for everyone," said Ralph Risk, marketing director at the research body. With this in mind, firms looking to reach young people with their latest marketing material might be wise to use social media as a major avenue of doing so. Josh Bernoff, senior vice-president of idea development at Forrester Research, said recently that social media has become a highly effective marketing tool. Tue, 8 Nov 2011 http://www.dbg.co.uk/mobilecouldbeimportantpartofchristmasmultichannelmarketing/1114?rss=800788643 Multi channel marketing strategies at this time of year must change to incorporate more emphasis on mobiles, if the latest research is to be released. IBM has found that consumers in the US are expected to increasingly turn to their handsets in order to buy goods ahead of Christmas. It noted that some 15 per cent of people logging on to the website of a major retailer in November are anticipated to do so via a mobile. This is a 15 per cent increase on the number of people who chose the method for purchasing items in the same month last year. John Squire, director of product management, enterprise marketing management group, at IBM, said: "This November holiday season will mark the true advent of the post-PC era with consumers demonstrating a heightened interest in adding mobile devices to their holiday shopping arsenal." Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau, recently said mobiles are a great way to reach potential customers. Mon, 7 Nov 2011 http://www.dbg.co.uk/onlineintegratedmarketingmaybethekeyatchristmas/1114?rss=800788395 In the run-up to Christmas, firms might wish to use integrated marketing techniques to attract customers to their online portals. Steve Barnes, managing director of Netvouchercodes.co.uk, has explained that the net is a great way to appeal to consumers and drive business growth. He noted that online discounts and vouchers are one of the most effective ways to do this. "With Christmas just around the corner, retailers are doing all they can to entice shoppers to their websites, as a result, voucher codes are in abundance," stated Mr Barnes. At this time of year, it could pay to focus more resources on online promotions and advertisements rather than on other methods. The expert added that vouchers and offers are easy to use and please customers as they have the chance to grab a bargain. Amazon recently suggested the busiest day for online Christmas shopping is likely to occur on December 5th. Mon, 7 Nov 2011 http://www.dbg.co.uk/firmshaveamonthtoperfectemailmarketingbeforechristmaspeak/1114?rss=800786224 Retailers and other companies that are planning to use email marketing and other promotional methods to drive traffic to their websites this Christmas may have just a month to do so. That is because, in the opinion of online store Amazon, a peak for festive custom is likely to be recorded by web users on December 5th. Nicknamed Cyber Monday, the date will see millions of orders placed, if last year is anything to go by. "In recent years, the first Monday in December has been Amazon.co.uk's busiest day with orders for over 2.3 million items being placed on Monday 6th December last year," stated Christopher North, managing director of the website. He added that Monday remains a highly popular shopping day, so targeting data marketing hubs at the start of the week could pay off. Retailers may have to work hard for trade this Christmas, as comScore this week claimed brand loyalty has reduced since the recession kicked in during 2008. Fri, 4 Nov 2011 http://www.dbg.co.uk/socialmediaisahugemultichannelmarketingopportunity/1114?rss=800786206 Companies that undertake multi channel marketing have been advised that social media opens numerous doors for them. Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau (IAB), said sites such as Facebook and Twitter are huge. She noted that IAB research has found that a quarter of all time spent on the internet is now done so on such portals. Commenting on the first half of 2011, Ms Haynes stated: "We have seen social advertising increase 60 per cent year-on-year, so it is quite a big and growing area, whether that is through Facebook, YouTube, LinkedIn or Twitter." Brands are not slow to act upon this, with the expert revealing that many are "starting to wake up" and adding social media to their multi channel marketing. Analyst Charlotte Miller of Juniper Research recently said that demand for social media content and applications is currently at an "unprecedented" level. Thu, 3 Nov 2011 http://www.dbg.co.uk/recessioncouldmakemultichannelmarketingevenmoreimportant/1114?rss=800785863 The effect of the recession and subsequent economic downturn may have increased the reliance of many firms on multi channel marketing in order to attract customers. New research by comScore has found that brand loyalty has decreased since 2008, when the financial climate hit home for many people. "Over the last four years, not only are more consumers switching from their preferred brand when others are on sale, but they are regularly buying less expensive brands in an effort to save money," stated Doug Crang, director of comScore. This could make the effectiveness of multi channel marketing crucial if firms are to retain and attract customers during the difficult period. With loyalty to particular brands already waning, those who fail to act may find themselves hit hardest of all. Research revealed this week by BIA/Kelsey found that almost a third of marketing funds are now spent on online methods, such as emails and social networks. Thu, 3 Nov 2011 http://www.dbg.co.uk/customerjourneycanberevealedthroughcommentsfunction/1114?rss=800785395 Companies that rely on the internet for sales and brand awareness should consider creating a facility for people to describe their customer journey. PR agency Punch Communications has explained that a comments box is now a common theme on websites. For example, the Facebook Comments tool is particularly popular with consumers and Google has even started to index views and opinions. This means that positive reviews left by customers will appear in search engine results, potentially leading new users to a portal. Pete Goold, managing director at the agency, said: "With comments now ranking in Google's organic listings, brands that give visitors the opportunity to remark - and in fact actively encourage dialogue - could find themselves being much more visible in the ... results pages." Research released this week by BIA/Kelsey showed that almost a third of marketing budgets are now spent on online schemes, such as social media and emails. Thu, 3 Nov 2011 http://www.dbg.co.uk/onlineintegratedmarketingspecialistamazonleadsthewayonblackfriday/1114?rss=800784647 Online integrated marketing specialist Amazon has revealed that it is opening its Black Friday store ahead of schedule. Hundreds of popular gift items are being made available at special prices to mark the holiday season, with ideas including digital cameras, video games, DVDs, tools, watches and clothing. Spokeswoman for the online integrated marketing specialist Sally Fouts stated that customers want three things from their holiday shopping on the internet - low prices, a convenient experience and items being ready to ship immediately. She said: "So in addition to our everyday low prices, customers will find exceptional deals in our Black Friday Deals store starting today all the way through Black Friday." Items available on special deals for Black Friday include a TomTom XXL 5-Inch Widescreen GPS Navigator, a Sony 9-Inch LED Digital Photo Frame and a Fujifilm FinePix F505 Digital Camera. Amazon recently unveiled a 19 per cent hike in its operating cash flow to $3.11 billion (£1.94 billion). Wed, 2 Nov 2011 http://www.dbg.co.uk/onethirdofintegratedmarketingbudgetspentononlinemedia/1114?rss=800784807 Businesses typically spent about a third of their integrated marketing budget on web-based applications, such as social media sites. New research by BIA/Kelsey found that a total of 30.3 per cent of expenditure occurs in this field. In particular, it is new formats of marketing that are attracting the most cash, such as classified directories, social media and email marketing. The report found that Facebook is the single most popular portal, with 35.1 per cent of respondents claiming to use it to promote their goods or services. But there are plenty of other options too, with email marketing the pick of 33.4 per cent of firms and directories, newspapers and Twitter also said to be frequent choices. The UK market is an example of one where email campaigns are not as common as in the US, but online directories are a great draw. Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau, recently put forward mobile phones as another ideal marketing platform. Wed, 2 Nov 2011 http://www.dbg.co.uk/securitymustbeconsideredbymultichannelmarketingusers/1114?rss=800784049 Multi channel marketing users should bear security in mind when advertising via platforms such as social media. A new study by Ernst & Young has revealed the protection of data is a major worry for businesses that use such sites. Some 72 per cent admitted that external attacks are their major worry, as hackers look to obtain data stored within a Facebook or Twitter account. "Information security needs to be more visible in the boardroom with a clearly defined strategy that will support the business in the cloud and elsewhere," explained Jane Cannon, security and resilience partner at Ernst & Young. The rewards of using social media in order to promote a firm are potentially great, but it is worth paying attention to the risks too. Analyst Charlotte Miller of Juniper Research this week suggested that there is currently an "unprecedented" demand for social media, making it a great marketing tool. Wed, 2 Nov 2011 http://www.dbg.co.uk/multichannelmarketinguserscantakeadvantageofunprecedentedsocialmediademand/1114?rss=800783202 Companies in the UK that include social media as part of their multi channel marketing strategy could be wise to take advantage of the "unprecedented" demand for the technology that currently exists. Analyst Charlotte Miller of Juniper Research said there are record levels of traffic to sites such as Facebook and Twitter at the moment. She suggested that the big puzzle for businesses is how to convert this interest into revenue. Firms must first ensure their content is clear and in the right position. Ms Miller noted that it is a mistake to rely on promotions that require users to 'like' or 'follow' them. "As consumers begin to see the value of virtual goods, they will start purchasing more of them outside of the social gaming experience," she stated, indicating there is a positive future ahead for those promoting goods via social media portals. Josh Bernoff, senior vice-president of idea development at Forrester Research, recently said that there has been great progress in social media advertising over the last five years. Tue, 1 Nov 2011 http://www.dbg.co.uk/searchengineadvertisingcouldbeakeypartofintegratedmarketing/1114?rss=800783494 Integrated marketing could include search engine advertising and those using Google to promote a brand may need to know the internet service provider is making some changes. A post on the official Google Blog explained to users that they will soon be able to have a say in what kind of commercials they see. There will be two tools that help customers to do this - the Ads Preferences Manager and a "Why these ads" link. Search engine users can choose to block specific advertisers and they are also being given greater transparency over what marketing they are able to see. When they click on the "Why these ads" link they will be given information about the process Google took to match the consumer to the promotion. This comes after senior vice-president of idea development at Forrester Research Josh Bernoff said social media marketing has improved greatly in the last five years. Tue, 1 Nov 2011 http://www.dbg.co.uk/changingofclockscouldsparkinterestinemailmarketing/1114?rss=800781601 Email marketing could become an even more effective promotional tool after the UK's clocks were changed over the weekend. BT has revealed there is great potential for the email market within the country to grow significantly. It said that one in five Britons have never sent an email, but a scheme to coincide with the change of time may put an end to this. The campaign to encourage people to spend the extra hour gained yesterday (October 30th) to help another individual get online may result in an increase in web users. Television presenter Gabby Logan, who backed the scheme, said: "The internet makes it quick and simple to stay in touch, make arrangements and keep up to date even if you live at different ends of the country." With more people waking up to the benefits of the internet, now could be the time to invest heavily in email marketing. Tim Roe, writing for Econsultancy Digital Marketers United, recently said that the key to successful email marketing is knowing exactly where messages will end up. Mon, 31 Oct 2011 http://www.dbg.co.uk/socialmediahasbecomeaneffectiveintegratedmarketingtechnique/1114?rss=800781605 Businesses have been advised that social media is now a highly effective tool when it comes to integrated marketing. Josh Bernoff, senior vice-president of idea development at Forrester Research, said the method of promotion has come on leaps and bounds in the last five years. He noted that its status has gone from being a daring and off-the-wall marketing technique to a "pervasive and effective" one. "In the most mature organisations, social applications are woven into the fabric of marketing, management, support and product development. These winners reflect the sophisticated applications that companies like that can create," Mr Bernoff stated. He was speaking after Forrester Research announced the results of its latest Groundswell Awards, designed to recognise companies that excel in areas such as social media. Recent research by iContact found that Facebook is now a highly popular advertising channel, with 76 per cent of firms said to favour it. Mon, 31 Oct 2011 http://www.dbg.co.uk/restaurantscouldusevouchersaspartofintegratedmarketing/1114?rss=800781408 Restaurants and other food establishments that are trying to put together an effective integrated marketing plan have been advised to look at vouchers as a potential solution to promotional difficulties. Colin Tenwick, chief executive officer of Livebookings, explained that many people are put off the idea of eating out by the harsh economic situation at the current time. The downturn, however, has also forced restaurants to act when it comes to marketing and many have chosen to use deals and incentives. He went on to note that dining deals are now here to stay, as they have proved to be a huge success. "When managed properly, they benefit both consumers and restaurateurs – the consumer gets a great price and an affordable luxury while a restaurant gets full tables," Mr Tenwick stated. The Livebookings Dining Index recently found that vouchers and offers are most commonly used in the UK and Sweden of all the countries surveyed. Mon, 31 Oct 2011 http://www.dbg.co.uk/mobileadvertisingcanbeeffectiveintegratedmarketingtool/1114?rss=800782193 Integrated marketing must include effective ways of getting a message across – such as via mobile phones. Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau, identified handheld gadgets as an ideal way to reach potential customers. With more people spending extra time on the go these days, a phone can be the device they look to use more than any other. She said that success in mobile advertising clearly depends on the type of business in question, but in most cases will it should work well. Ms Haynes went on to recommend social media as another good option, stating: "If you can find a really nice angle and acquire an interest with the audience, you can really start to get people on board with your business." Research by GfK's Media Efficiency Panel recently found that marketing via the internet is now more effective than doing so on television. Mon, 31 Oct 2011 http://www.dbg.co.uk/websitetoappealtomarketingdatabaseviatelevisionadvert/1114?rss=800782224 A popular website that offers consumers access to all the latest deals is to appeal to its marketing database through a new television commercial. Groupon has never before advertised on the small screen but has done so in a bid to expand its list of users. Marketing Week has reported that the advert will be "fun and light hearted" and will feature the strapline: "Live your city for less." That is a link to the fact that Groupon focuses on bringing excellent deals and offers to people that relate to their local area. If successful, the company's marketing campaign could tempt other firms to invest in advertising in order to build a larger customer base. Groupon is said to primarily appeal to people aged between 18 and 44 and features everything "from spa days to discounts on sofas". However, it faces a battle to make its campaign work, as GfK's Media Efficiency Panel recently found that web-based promotions are now more effective than television clips. Mon, 31 Oct 2011 http://www.dbg.co.uk/multichannelmarketingusersmustfocusoncertainareas/1114?rss=800781294 Companies using a multi channel marketing strategy have been advised that they must focus on certain branches of promotion rather than attempt to succeed at everything. Sophia Haynes, director of marketing and communications at the Internet Advertising Bureau, said the current economic conditions make it tough to engage with consumers in every way possible. Many businesses are strapped for money and resources, so rather than use every marketing option, it can be best to excel at a small number. "There are three or four steps that I would recommend, starting with research - optimising their natural and paid search strategies and looking to own key terms or optimise against key terms," Ms Haynes stated. She went on to suggest that marketing material should include an image of what the business is trying to sell. PR agency EML Wildfire recently said that many firms are missing out on the benefits of Facebook when carrying out their marketing. Mon, 31 Oct 2011 http://www.dbg.co.uk/researchmarketingdatabasetoensureeffectiveloyaltyscheme/1114?rss=800780266 Businesses should take a look at the type of people who are on their marketing database before deciding on a loyalty scheme. Sarah Cross, managing director of uber, said there is much to be gained from conducting proper research into an audience. She advised using both data to hand and independent experts in order to plot a scheme. "Getting loyalty right can have a huge impact on your business and staff, getting it wrong can equally have a huge impact in the wrong way," Ms Cross stated. The expert went on to suggest that the results of a loyalty scheme should start to become clear in about 12 months, after which companies will have even more data on which to make marketing decisions. Rachel Miller, editor of marketingdonut.co.uk, last month issued similar advice, noting that businesses must assess who they are, what they do and who they appeal to prior to launching a loyalty programme. Fri, 28 Oct 2011 http://www.dbg.co.uk/technologyfirmsmissingoutonfacebookbenefitsinmultichannelmarketing/1114?rss=800780278 Multi channel marketing that does not include a social media presence is missing out on one of its most effective methods. That is the view of technology PR agency EML Wildfire, which found that there are many mistakes being made when it comes to advertising via such media. It noted that while there has been a widespread uptake of social media, only 31 per cent of technology companies that have a Facebook account use it to engage with potential customers. The results are also poor when it comes to Twitter, with just 14 per cent of tweets said to be replies or retweets. Debby Penton, director at the organisation, said: "The vast majority of businesses we speak to now accept that social media is something they should be doing. But we are still seeing confusion about how to approach these new channels." A survey by iContact recently found that 76 per cent of small businesses are said to be in favour of using Facebook for marketing purposes. Fri, 28 Oct 2011 http://www.dbg.co.uk/integratedmarketingmayrelyononlineadvertising/1114?rss=800780286 Companies that achieve successful integrated marketing could find that it relies heavily on their online output. New research by GfK's Media Efficiency Panel has found that web-based promotion is now more worthwhile than advertising on television. It noted that the return on investment of online marketing is now substantially higher than through television and on a similar scale to that enjoyed by those who advertise in the press. The experts on the panel evaluated a host of promotional material before reaching their conclusions. "With online advertising spend set to increase significantly over coming years, it is vital that media planners have quality information and data so they can fully understand the best ways to optimise ad spend," explained Babita Earle, digital strategy director at GfK. Experian Hitwise recently noted that Britons spend a total of 240 million hours each month watching online videos, potentially making this an effective way to advertise. Fri, 28 Oct 2011 http://www.dbg.co.uk/integratedmarketinghasthreepurposes/1114?rss=800778152 Integrated marketing may be on the minds of many firms in the run-up to Christmas, as they seek new ways to entice consumers at one of the most lucrative times of the year. But it may be entirely worthless if not carried out effectively, so getting a good idea of what promotional material should contain is a wise move. Rob Enderle, writing for IT Business Edge, has suggested there are three things marketing must achieve. "Good marketing has three components: It has a measurable purpose or goal, it has a compelling benefits-based story that engages the audience and it has a call to action," he stated. The expert went on to note that the last of the three is the most important but also has an unfortunate habit of being the most forgotten. Ray Jones, head of marketing and communications at the Chartered Institute of Marketing, recently advised businesses to identify their market and focus on them this Christmas. Thu, 27 Oct 2011 http://www.dbg.co.uk/facebookisafavouredintegratedmarketingoptionwith34offirms/1114?rss=800778737 Companies that operate an integrated marketing strategy are generally appreciative of the potential to advertise they have been given by the rise of social media. A recent survey by iContact found that Facebook is undoubtedly one of the favourites among firms, with 76 per cent of small businesses said to favour it. Twitter, on the other hand, divides opinion, with organisations that have fewer than 25 individuals on the books strongly against it, while large bodies are quite the opposite. LinkedIn is another option for those seeking a platform for promotion, with 63 per cent of small businesses coming out in favour of it. "Small business owners are a great barometer for these social products and platforms because when something helps them hire, sell, or otherwise proves valuable, they're passionate proponents," stated Ryan Allis, chief executive officer at iContact. Research body Nielsen this week suggested that social mums are one group that is increasingly responsive to marketing placed on social media sites. Thu, 27 Oct 2011 http://www.dbg.co.uk/snppoliticalcampaignshowedadvantagesofsocialmediaaspartofintegratedmarketing/1114?rss=800776463 The value of using social media and other new technology as part of an integrated marketing campaign has perhaps been illustrated by the Scottish National Party (SNP). Liz Lloyd, the party's head of media, is to speak today (October 26th) at The Telecom World conference to detail its use of applications such as Facebook, reported the Herald. The SNP has already been recognised by the International Telecommunications Union for its excellent use of such media for promotion during an election victory this year. Ms Lloyd, who will travel to Geneva for the conference, will tell delegates the party "turned a political campaign from traditional media to online engagement and the role of the virtual doorstep in achieving political change". Companies looking to raise awareness of their latest products could follow a similar strategy for the best results. Ray Jones, head of marketing and communications at the Chartered Institute of Marketing, recently said that social media should be at the heart of many marketing campaigns. Wed, 26 Oct 2011 http://www.dbg.co.uk/doesamazonofferatopexampleofefficientintegratedmarketing/1114?rss=800777033 Firms that wish to improve their integrated marketing operations may need to look no further than online retailer Amazon for an example of how to get it right. The company has announced its latest financial results, which include a 19 per cent hike in operating cash flow to $3.11 billion (£1.94 billion). In addition, there was a 44 per cent rise in net sales to $10.88 billion during the third quarter of the year, with the arrival of four new Kindle devices said to be responsible for much of the growth. September 28th was said to be the most lucrative day in the period, with Jeff Bozos, founder and chief executive officer of the site, stating: "We introduced Kindle Fire for $199, Kindle Touch 3G for $149, Kindle Touch for $99, and our all new Kindle for only $79." Such results may be interesting to those who noted the recent words of Graham Jones, an internet psychologist, who said Amazon is one of the world's best companies at marketing extra purchases to existing customers. Wed, 26 Oct 2011 http://www.dbg.co.uk/multichannelmarketingusersmustincludemobilepromotions/1114?rss=800777040 Advertising to mobile phone users as part of a multi channel marketing strategy may now be considered a must by firms. That is because further statistics have been revealed that show sales of goods via handsets are set to grow further. Juniper Research has predicted that this year's total of $3 billion (1.87 billion) revenue from mobile sales will be eclipsed in the years to come. Indeed, it suggested the amount is likely to rise to $4.6 billion by 2015, as people increasingly use their smartphones to buy items online. This has largely been driven by the widespread adoption of smartphones, which in turn has fuelled the drive of social media, from where many of the mobile-based sales come. Charlotte Miller, author of the report, said virtual goods is a theory that has already proved a hit in Japan and China. UtalkMarketing recently suggested that a third of young people are likely to buy a Christmas present for a loved one from their mobile this year. Wed, 26 Oct 2011 http://www.dbg.co.uk/usesocialmediatotargetyoungpeopleonmarketingdatabase/1114?rss=800777065 Aiming promotional material at different age groups contained within a marketing database can require various approaches. The latest data has suggested that, when looking to raise awareness among young people, the use of social media may be a particularly shrewd move. Ofcom research has concluded that the technology – which includes sites such as Facebook and Twitter – is extremely popular among those aged between 12 and 15. In fact, such is the demand for social media, 28 per cent of those in this age bracket said their mobile phone is their most important possession. Of the youngsters who have access to the internet, 75 per cent of 12 to 15-year-olds visit social networks, while this figure drops to 28 per cent of eight to 11-year-olds. As such, it is a guaranteed way to connect with a large audience of young people. Ray Jones, head of marketing and communications at the Chartered Institute of Marketing, recently said that social media is a must for almost all firms. Wed, 26 Oct 2011 http://www.dbg.co.uk/firmsofferedchristmasemailmarketingtips/1114?rss=800775962 Firms are being offered email marketing tips, which could allow them to take advantage of the upcoming Christmas period. Tim Roe, writing for Econsultancy Digital Marketers United, explained knowing exactly where the company's messages are going is the first step in ensuring success in this field, as it is important to make sure emails are delivered across as many different domains as possible. He explained as people tend to receive a lot more mail during the festive period, it is vital to ensure that those who are being targeted are actually opening their emails. Mr Roe wrote: "If one of your key goals is to ensure the recipient considers your email is a priority every time they receive it, you'll get your message to them when they are ready to buy." Marketing director Carolyn Bradley told Marketing Week using the medium of email to promote various products is one of the most effective portals companies can use to tailor material specifically to potential clients. Tue, 25 Oct 2011 http://www.dbg.co.uk/socialmediashouldbeattheheartofmultichannelmarketing/1114?rss=800775844 Businesses putting together a multi channel marketing strategy should include social media at the very heart of it. Ray Jones, head of marketing and communications at the Chartered Institute of Marketing, said sites such as Facebook and Twitter can be important to the promotion of any organisation. He said it must be set up to appeal directly to the audience of a brand and to support other types of marketing. Mr Jones outlined one potential danger, advising: "Through social media, your customers and potential customers are taking serious buying advice from total strangers, so you had better address any feedback quickly." Being swift, courteous and balanced is a must when responding to comments left on social media portals, as these can also go some way towards shaping consumers' impressions of a business. Australians were recently named as great fans of social media, with the technology now said to be responsible for more online sessions than any other, according to a comScore study. Tue, 25 Oct 2011 http://www.dbg.co.uk/onlineintegratedmarketingcantemptconsumerstospendmore/1114?rss=800775873 Firms that manage to get their integrated marketing right on the internet could find that customers tend to spend more with them. Graham Jones, an internet psychologist, said that luring people into extra purchases is the main way of increasing revenue. Businesses are unlikely to achieve additional revenue through browsing, as this simply does not occur on e-retail portals. "Online this is tough for companies, but those who develop good relationships - such as Dell and Starbucks have done - tend to get more sales as a result," Mr Jones stated. He recommended building good customer relationships – possibly through integrated marketing that makes users feel valued. One example of a company that has managed to succeed in this area is Amazon, thanks to its 'people who bought this also bought this' tool. Strategy Analytics recently found that the majority of people now pay more attention to computers, mobiles and gadgets than they do television commercials. Tue, 25 Oct 2011 http://www.dbg.co.uk/mobilesalesfigurescouldaffectmultichannelmarketingplans/1114?rss=800774019 Multi channel marketing strategies could be changed to include an emphasis on promotion via mobiles after the latest figures were released. The Interactive Media in Retail Group (IMRG) published its latest Quarterly Benchmarking Index, which showed that the portion of e-sales in the country made on handsets rose from 0.4 per cent to 3.3 per cent between the start of 2010 and the second quarter of the current financial year. This is the result of both increased confidence in mobiles as a sales portal and the emergence of highly sophisticated sites. David Smith, chief marketing and communications officer at IMRG, said: "Mobile [is] an important channel for retailers to engage through - and with some retailers having up to 12 per cent of their traffic coming through that channel, its popularity among consumers is clear." Gartner recently predicted that by 2015, 50 per cent of all online sales will come through social media and mobiles. Mon, 24 Oct 2011 http://www.dbg.co.uk/prechristmasmultichannelmarketingshouldincludemobilepromotions/1114?rss=800774380 Companies looking to enjoy a good Christmas might be wise to include mobile promotions in their multi channel marketing strategy. New research by UtalkMarketing, a hub of marketing information, found that many festive gifts are likely to be bought via handsets this year. Indeed, when it comes to young people, almost a third will buy something for a loved one from their mobile. Older people will not be ignorant of the technology either, with 14 per cent of those aged between 35 and 54 set to do the same, while nine per cent of over-55s will buy presents on a phone. "The results of this survey are a clear indication that retailers cannot ignore the mobile-commerce wave. They need to adapt to and embrace the changing ways consumers now shop," explained Melanie McKinney, publisher at the organisation. Another effective medium is social media, which was recently described by Edward Saatchi, co-founder of NationalField, as more successful than emails. Mon, 24 Oct 2011 http://www.dbg.co.uk/businessesofferedlondonolympicsintegratedmarketingopportunity/1114?rss=800772044 Firms plotting the next stage in their integrated marketing strategy have been offered a unique and exciting opportunity. The Evening Standard has revealed that businesses are being given the chance to advertise their brand at next year's Olympic Games in London. Despite many people feeling they have been priced out of sharing the joy of the sporting event, the scheme is specifically designed for small companies and costs £15,000. Team 2012 is open to any organisation with a turnover that is smaller than £100 million. Money from the project will be used to pay for athletes' travel, medicine, kit and coaching – and in return the sponsor receives tickets and the chance to advertise as an official Olympic partner. "When this opportunity came up we decided to make it our main financial commitment for corporate social responsibility over the next two years," Faye Hagerty, spokeswoman for The Edge Picture Company, which has signed up. The Olympics kicks off in London next year on July 27th. Fri, 21 Oct 2011 http://www.dbg.co.uk/socialmediaagreatintegratedmarketingoptioninaustralia/1114?rss=800770827 The effectiveness of social media as an integrated marketing solution has been emphasised by the latest findings in Australia. New research by comScore has concluded that visiting social networks is the most popular online activity among consumers down under. It found that the sites – including Facebook and Twitter – accounted for more than 20 per cent of all time spent on the internet. These portals are also said to have reached 96.1 per cent of the people in the country who have access to the net. Entertainment sites and instant messaging services also performed well in the findings. With such a large potential audience, the study may further serve as evidence that social media must be included in the integrated marketing efforts of companies. Jon Callas, chief technology officer at security solutions company Entrust, recently said that it is "inevitable" that firms will have to use social media as part of their promotions strategies in order to keep up with competitors. Thu, 20 Oct 2011 http://www.dbg.co.uk/multichannelmarketingnewssocialmediamoreeffectivethanemail/1114?rss=800764198 Social media promotions and email marketing are two of the key features of multi channel marketing in the modern era. In the opinion of one expert, it is now the former that is the most effective, as it has overtaken the latter in the last two years. Edward Saatchi, co-founder of NationalField, said companies are now more likely to turn to social media than emails when attempting to communicate with customers. "There is the feeling there that in the next four or five years those companies that aren't embracing social [media] are just going to be left behind," he stated. The industry chief added that social media is more responsive and can be altered to reflect the needs of a business on a daily basis. Independent research body Covario recently named soft drinks brand Coca-Cola as the best performing company on leading social network Facebook, putting it ahead of the likes of Hyundai. Thu, 20 Oct 2011 http://www.dbg.co.uk/marketingplanningexpertsshouldfocusonsocialmediaandmobile/1114?rss=800770782 Those in charge of marketing planning at British companies could be wise to focus on social media and mobile phones when it comes to promotions over the next few years. That is because, in the opinion of research body Gartner, the channels will generate 50 per cent of all internet sales by 2015. It found that in just four years' time, having a presence on social media sites and offering a high-quality mobile portal will be a must for all firms. "E-commerce organisations will need to scale up their operations to handle the increased visitation loads resulting from customers not having to wait until they are in front of a PC to ... place orders," stated Gene Alvarez, research vice-president at Gartner. The expert added that consumers are now demanding easy ways to access companies – and social networks and mobiles are at the top of the list. Mark Milgate, managing director of Australian firm Mister Magnets, told the Sydney Morning Herald recently that branching out into social media has allowed his firm to expand its marketing data hub. Thu, 20 Oct 2011 http://www.dbg.co.uk/webbasedintegratedmarketingcouldmaketvadvertsuseless/1114?rss=800770790 Firms may wish to target integrated marketing that reaches consumers via web-based portals rather than through mediums such as television, according to new research. Strategy Analytics has revealed that it has found television promotions are almost entirely useless when aimed at people who are using gadgets, such as mobile phones and tablets. It compared how focus changes between various portals and television is the clear loser. In many cases, people will look to their phones or laptops rather than their television screen during adverts – potentially making it more lucrative to use these for promotion. "Multiscreen users very rarely concentrate solely on a television show in its entirety and while this presents challenges to the TV industry," said Caroline Park, senior analyst at the organisation. Companies may be wise to follow the example set by Coca-Cola, after the soft drinks brand was found by research body Covario to be the best performing firm on Facebook. Thu, 20 Oct 2011 http://www.dbg.co.uk/firmsmustdomoretoprotectmarketingdatahubs/1114?rss=800763934 Companies that successfully compile a marketing data hub comprising of a huge number of people have a responsibility to look after the information carefully. A new study by office equipment provider Fellowes has found that 96 per cent of Britons fear their personal details are not protected adequately by the organisations they deal with. Their fears are arguably backed up by the fact that only 52 per cent of firms claim to have a policy in place that helps them to protect data. Andrea Davis, president of Fellowes Europe, said: "Clearly, if almost half of people would avoid a company that has suffered an information breach, it is really in a business' commercial interests to be vigilant about fraud." It may therefore be just as important to look after a marketing data hub as it is to attract customers in the first place. Paul Kenyon, chief operating officer of management company Avecto, recently said that there are plenty of ways to store information while retaining data quality. Wed, 19 Oct 2011 http://www.dbg.co.uk/cocacolaexcelsatincludingsocialmediainmultichannelmarketingstrategy/1114?rss=800763951 A fine example of effective use of social media when it comes to multi channel marketing is Coca-Cola, which has been earmarked for special praise. Independent research body Covario launched a study that found the soft drinks brand was the best performing of all on Facebook. It noted that the company has attracted about 34 million fans on the site and typically receives 1,750 'likes' and 235 comments each time it posts a message. Other brands that are said to have got their presence on Facebook spot on include Hyundai, MTV, Disney and Bayer. Craig Macdonald, senior vice-president and chief marketing officer of Covario, said: "Reach and engagement are particularly revealing. Several advertisers - Bayer and SC Johnson - have built followers, but their engagement statistics are relatively low. This is a huge branding opportunity for the firms." Earlier this month, Coca-Cola was named by Interbrand as its number one company in the 2011 Best Global Brands report. Wed, 19 Oct 2011 http://www.dbg.co.uk/malaysianstatisticscouldindicateroleofsocialmediainmultichannelmarketing/1114?rss=800761926 Firms will soon be forced to pay attention to social media when it comes to putting together a multi channel marketing strategy, if the latest statistics are anything to go by. New research by comScore found that, in Malaysia, a third of all time on the internet is now spent on social networks, such as Facebook and Twitter. Online video viewing figures are also up, with the audience of this media rising by eight per cent in the last year. "Given its importance today, brands and marketers need to ensure that social media is addressed in their digital strategies - whether that means having a dedicated social media plan or simply monitoring consumer sentiment," said Joe Nguyen, comScore vice-president for south-east Asia. Jon Callas, chief technology officer at security solutions company Entrust, recently said it is "inevitable" that companies must include social media as part of their marketing plans if they are to succeed. Tue, 18 Oct 2011 http://www.dbg.co.uk/targetingmarketingdatahubviasocialmediaworkswell/1114?rss=800762235 Companies with an existing marketing data hub who would like to add to it or be more effective when targeting members should consider using social media. That is the view of Mark Milgate, managing director of Australian firm Mister Magnets, who told the Sydney Morning Herald that his firm has expanded after adopting the technology. He noted that Mister Magnets was already in possession of a large list of consumers on its database. Mr Milgate revealed that using social media has "[allowed] us the opportunity to broaden our branding via the internet to a much bigger audience and to grow our database to in excess of 100,000 customers in a very short time". The chief added that existing marketing techniques can be restrictive, but social media is a breath of fresh air. Recent research by DLA Piper found that 76 per cent of companies are now using social media to some degree in their marketing plans. Tue, 18 Oct 2011 http://www.dbg.co.uk/campaignmanagementmaybewisetochoosedirectmail/1114?rss=800762301 Those in charge of campaign management within the marketing departments of British firms might be shrewd if they decide to focus heavily on direct mail. That is because the method has been named as the country's favourite type of promotion by respondents to a poll by fast.MAP, commissioned by TNT Post UK. Some 76 per cent of people said they believe the direct mail sector will stabilise or grow in the future, while 69 per cent believe it is the most important marketing tactic. "We are pleased that direct mail continues to be seen as the most effective promotional tool used by marketers and that it is holding its own in a very competitive landscape," stated Lieneke Happel, director of marketing and strategy at TNT Post UK. It was also found that older people are more likely to want to receive direct mail in the morning, while younger people are said to prefer the afternoon. Kate Adamson, a branding and media specialist, recently said it is vital to get both the message and the medium right when attempting to offer marketing to consumers. Tue, 18 Oct 2011 http://www.dbg.co.uk/usethewebtocreateamarketingdatahub/1114?rss=800761160 Firms have been advised to use the internet to their advantage when it comes to creating a marketing data hub. Kate Adamson, a branding and media specialist, has spoken on the subject of getting promotional material to customers via the web. She said that in the modern era, companies must focus on both the medium and the message. "Now it's a more sophisticated approach, which meshes content and channel to optimise both," the expert stated, adding that the content must be just right. Ms Adamson went on to claim that there are also great opportunities for those who wish to target a marketing data hub in other ways, citing the poster campaign for the movie Contagion as a great example. She described the placing of live bacteria on billboards as a "genius marriage of message and medium". A recent study by IBM found that the majority of chief marketing officers do not believe their companies are ready to adapt to changes in the way firms must communicate with consumers. Mon, 17 Oct 2011 http://www.dbg.co.uk/socialmediaisaneffectivemultichannelmarketingtool/1114?rss=800760829 Businesses have been told that they must adopt social media as part of their multi channel marketing activities if they are to remain up with the latest trends. Jon Callas, chief technology officer at security solutions company Entrust, said it is now "inevitable" that firms must utilise the technology available through sites such as Facebook and Twitter. Those that are going out of their way to use social media are described by the expert as "smart". "Social media is a good and effective way to get messages out, it's a good way to do cheap advertising, it's a good way to build rapport among the company," Mr Callas stated. He went on to suggest that social media does not only need to be used for advertising, as it also provides a place for staff to talk to each other. DLA Piper recently conducted a survey that found some 65 per cent of businesses now encourage workers to use the technology. Mon, 17 Oct 2011 http://www.dbg.co.uk/socialmediaisnowpartofmultichannelmarketingfor76offirms/1114?rss=800759607 The rise of social media as part of a multi channel marketing strategy is a phenomenon business leaders must keep up with if they are to succeed. New research by DLA Piper – in the fourth report of its Shifting Landscapes series – has found that 76 per cent of companies now have a social media presence. Facebook is the most popular option as 86 per cent of respondents use it, while 78 per cent said they are on LinkedIn and 62 per cent confessed to using Twitter for various purposes. Brand awareness (80 per cent) and marketing (60 per cent) are the most common reasons to promote a business via social media, while recruitment and team building are other purposes. Kate Hodgkiss, partner at DLA Piper, said: "The rise of social media in the early 2000s has more recently filtered through to the work environment and changed business attitudes to communication." It was recently said by Kate Adamson, a branding and media specialist, that Facebook and Twitter are still the best options when it comes to marketing via social media sites. Fri, 14 Oct 2011 http://www.dbg.co.uk/appleiphone4sownerscanreceiveintegratedmarketingviatwitter/1114?rss=800759632 Integrated marketing material sent to consumers via Twitter will easily reach users of the brand new iPhone 4S. That is because the social media site has confirmed it is now fully integrated into the new iOS 5 operating system, on which the device will run. Using its official blog to release the news, Twitter stated that it will be even easier than normal to read, share and send Tweets. This means companies that use the site for marketing purposes could be even more efficient in terms of reaching potential customers with tailored advertising. A new version of Twitter has also been specially released for owners of Apple products, such as the iPhone, iPad and iPod touch. Twitter is one of several social media platforms on which companies can market themselves and their goods or services. Another – Facebook – recently used its own blog to confirm that it had launched a tool for iPad users. Fri, 14 Oct 2011 http://www.dbg.co.uk/dataqualitycanbemaintainedinmanyways/1114?rss=800758704 The security of information and maintenance of data quality is likely to be one of the top priorities for professionals, but the good news is they have plenty of options open to them. That is the view of Paul Kenyon, chief operating officer of management company Avecto, who said data loss should not be a reality. He noted the first step should be to ensure that nobody has access to information that could be harmful in the wrong hands. "Specifically [they can invest] in data loss prevention tools which stop individuals from transferring data they shouldn't have accessed," Mr Kenyon stated. The expert went on to advise giving certain individuals user rights in order to ensure that no outsiders are able to infiltrate a system and affect data quality. Figures from the latest IHS iSuppli Storage Market Tracker this week showed that more storage equipment is being shipped around the world, perhaps indicating professionals are increasingly considering how to maintain their information. Fri, 14 Oct 2011 http://www.dbg.co.uk/creatingtherightcontentisthekeytomultichannelmarketing/1114?rss=800758707 Companies have been advised that in order to get multi channel marketing right, creating exciting and interesting content is more important than where they advertise. Branding and media specialist Kate Adamson said content drives engagement, so working out who is in a particular audience and tailoring messages to meet their needs is the right course of action. The expert suggested firms must form "killer content" that is perfect for taking advantage of their particular mode of advertising. Among the biggest challenges of all is to put customers at the very heart of marketing and give them what they want. "If you can understand your customer well enough to do that then the likelihood is you'll also have worked out where to find them, whether that's Facebook, LinkedIn or Twitter," Ms Adamson stated. IPA's Bellwether Report for the third quarter of 2011 this week revealed that there has been a rise in the amount of money spent by companies on marketing. Fri, 14 Oct 2011 http://www.dbg.co.uk/rimproblemsmayprovideatestofcustomermanagement/1114?rss=800757253 Research in Motion (RIM), which manufactures BlackBerry mobile phones, could find itself having to excel in customer management in the near future after the problems that have plagued its devices this week. For at least three days, users have been unable to access internet services, meaning there has been no access to the web or email, as well as BlackBerry Messenger. Pete Cunningham, principal analyst at Canalys, said he does not believe RIM has handled the issue very well. He suggested that the company could have been a little more proactive in dealing with the trouble and offering solutions and explanations to consumers. "It's certainly testing the loyalty and tolerance of their user base. It's impossible to say what the impact will be," Mr Cunningham stated. Many of RIM's customers are young people, so the firm will have to reach out to these in order to retain their loyalty once the problems are resolved. Thu, 13 Oct 2011 http://www.dbg.co.uk/marketingplanningnewscompaniesupspendonpromotion/1114?rss=800758290 The amount of money spent in marketing planning over the course of the third quarter of 2011 is likely to rise, a new report has claimed. IPA's Bellwether Report for the three-month period predicted that a 2.2 per cent headline net balance will be recorded. This means the quarter will see the greatest rise in spending on marketing in 18 months, as firms look to overcome economic difficulties with extra promotion. Nicola Mendelsohn, president of the IPA and executive chairman and partner at Kamarama, said: "It is a move in the right direction and shows that businesses understand that those that maintain the strongest marketing spend will come out on top." She added that it is good to see companies bidding to beat the downturn by upping their outlay on marketing. The T3 Gadget Awards 2011 this week named Google as the top brand of the last year, perhaps indicating firms should look to its example as a blueprint for success.   Thu, 13 Oct 2011 http://www.dbg.co.uk/multichannelmarketingcanoverwhelmbosses/1114?rss=800758355 The most successful multi channel marketing strategies may be those run by bosses who can deal with the task of promoting their company via social media sites. A study by IBM has found that many marketing bosses in the UK feel overwhelmed by the prospect of using huge portals such as Twitter and Facebook for advertising. It noted that only 40 per cent of bosses track online communications, with 82 per cent still using traditional methods. However, social media is surely the way forward, as high-profile brands such as Coca-Cola, Starbucks and Nike have shown, by operating successful campaigns via this medium, Reuters reported. With more than 800 million and 200 million active users respectively, Facebook and Twitter can be the key to success in marketing terms as a vast audience is all but assured. Kate Adamson, a branding and media specialist, recently said that Facebook and Twitter are still the leaders in terms of social media marketing.   Thu, 13 Oct 2011 http://www.dbg.co.uk/twitterandfacebookstilltopoptionsformarketingplanning/1114?rss=800756233 Firms that are undertaking a period of marketing planning might be considering which mediums are the most effective for engaging consumers. In particular, online sites – such as social media hubs – are likely to be of great interest. Kate Adamson, a branding and media specialist, has been assessing the relative merits of Facebook, Twitter and the new Google+ platform. She said that while Google+ shares some of the same qualities as its rivals, it is less established and may find it hard to break their domination. "No one knows how much of a threat it is, but personally, I believe the fact that it is so difficult to integrate Google+ with Twitter and Facebook will cause it a problem," Ms Adamson stated. Her words could persuade businesses to consider paying out for promotion via the renowned portals. Research by Efficient Frontier released this week showed that competition for advertising space on sites such as Facebook has risen. Wed, 12 Oct 2011 http://www.dbg.co.uk/brandsmaywishtofollowgooglesmarketingplanningstrategy/1114?rss=800756812 The marketing planning strategy set out and followed by Google over the last year should be taken as an example of one that works well, if the latest poll results are anything to go by. Announcing the winners of the T3 Gadget Awards 2011, the search engine was named as the champion in a prestigious category. It won the Tech Brand of the Year title, indicating it has carried out a number of successful brand awareness and promotional projects. "Not content with pretty much owning internet search, Google has turned Android into a real threat to Apple's dominance on both mobiles and tablets," explained Patrick Goss, editor of Tech Radar and T3 Gadget Awards judge. An Android-powered phone – the Samsung Galaxy S II – was named as the year's best mobile. Companies may also be wise to take notice of the advertising and promotion conducted by Coca-Cola, as it was recently named by Interbrand as the winner in its 2011 Best Global Brands report. Wed, 12 Oct 2011 http://www.dbg.co.uk/marketingplanningmustinvolvecreativeminds/1114?rss=800756863 Companies carrying out marketing planning have been advised to move away from an emphasis on data and figures and instead look at creativity that could lure consumers to a brand. IBM recently released the results of its latest study, which show the majority of chief marketing officers believe their firms are not ready for a change in the way promotions are carried out. Indeed, a surge in volume and variety of data was noted as one of the expected trends associated with the job in years to come. But Sebastian Joseph, writing for MarketingWeek, has suggested data "doesn't make decisions", adding that people do. As such, when it comes to marketing planning, firms are better off gathering their most creative minds around the table rather than relying on statistics. "Without creative insight guiding their use, advertisers risk distraction when they confuse interpreting human behaviour with the use of the same metrics as say, reach, frequency and sales," Mr Joseph stated. Wed, 12 Oct 2011 http://www.dbg.co.uk/twitteruserstobereceptivetomultichannelmarketingcontent/1114?rss=800755015 Firms looking to include Twitter as part of their multi channel marketing strategy have been advised that the site's users are likely to approve of such content. Kate Adamson, a branding and media specialist, said there is an acceptance among the social network's account holders that a successful free service must make money from somewhere. In Twitter's case, this is likely to be through advertising, as it has announced its intention to raise funds in this way. "I think it's unlikely that increased advertising will impact Twitter's growth, as long as it maintains its - so far - admirable transparency about how it's monetising its user base," Ms Adamson explained. With millions of users, Twitter could provide the perfect up-and-coming advertising base for multi channel marketing experts to utilise. Last week, Ms Adamson suggested social media can be one platform on which it is notoriously difficult to judge whether a marketing campaign will be successful. Tue, 11 Oct 2011 http://www.dbg.co.uk/competitionforfacebookadvertisinggrowsamongmultichannelmarketingusers/1114?rss=800755357 Firms using a multi channel marketing strategy that includes social media promotions have been increasingly fighting over available space on Facebook. New research by Efficient Frontier has found that the cost per click on the website rose by 54 per cent in the third quarter of 2011, compared with the second three-month period. This indicates competition for advertising space on the social network is increasing rapidly. On top of this, overall spending on Facebook by advertisers rose by 25 per cent over the same time frame, illustrating just how important social media is becoming to multi channel marketing users. David Kamstedt, president and chief executive officer at Efficient Frontier, said: "This quarter, we continued to see Facebook make gains as a must have for marketers as they try to maximise their fan base reach." Radha Subramanyam, senior vice-president of Media Analytics, recently assured companies that using social media for advertising purposes does lead to positive results. Tue, 11 Oct 2011 http://www.dbg.co.uk/integratedmarketingvitalintimeofchange/1114?rss=800755148 Integrated marketing is one way companies can enjoy positive results from their promotional activities during a period industry experts are expecting to be a time of change. A new study by IBM has found that the majority of marketing chiefs believe there is a shift occurring in the way firms communicate with their clients. However, many of the 1,700 chief marketing officers (CMOs) questioned suggested they felt many companies are not prepared for the transition. One way to seamlessly move into the modern era may be to deploy integrated marketing solutions. Some 82 per cent of respondents said they intend to up their presence on social media sites in the next three to five years, while tracking blogs and reviews could be another useful step. "CMOs who successfully harness this new source of insight will be in a strong position to increase revenues, reinvent their customer relationships and build new brand value," said Carolyn Bair, research lead for the study. Kate Adamson, branding and media specialist, recently said that it can be hard to predict how much of a success campaigns via social media will be prior to carrying them out. Tue, 11 Oct 2011 http://www.dbg.co.uk/facebookforipadmayimprovereachformultichannelmarketingusers/1114?rss=800755156 Those overseeing a multi channel marketing strategy have been handed another reason to include social media within it, after Facebook confirmed it has launched an app for the iPad. Using its official blog, the social network said owners of the Apple tablet can download the tool and access the site through it. With its audience potentially widening, marketers may be foolish not to include Facebook within their strategy. The blog promised users the "full Facebook experience", noting that all the favourite features of the portal are just a click or two away. These include photographs, messaging options and all the latest news and gossip from friends – as well as marketing material. Due to the iPad's large screen, users are guaranteed excellent graphics on items such as photographs, which may also mean promotions clearly stand out too. Advertisers may be wise to follow in the footsteps of Coca-Cola, after the soft drinks company was named by Interbrand as its number one company in the 2011 Best Global Brands report. Tue, 11 Oct 2011 http://www.dbg.co.uk/indianfirmssettoadoptsocialmediaaspartofmultichannelmarketing/1114?rss=800753779 Multi channel marketing among Indian firms may still lack a significant reliance on social media – but that will all soon change, in the opinion of one expert. Madhukar Kamath, managing director and chief executive officer of the Mudra Group and chairman of the organising committee for AdAsia 2011, made the claim in a piece for Exchange4Media.com. The industry chief said social media is still in the "nascent stage" in the Asian country, with brands only just realising how the technology can work for them. "India right now is on the cusp of a digital revolution, with the digital consumer base expected to grow from 60 million to 200 million ... and social media will be leading this," stated the chief. It is also said that India is now arguably one of the world's top five consumers of Facebook – one of the key social media outlets. Radha Subramanyam, senior vice-president of Media Analytics, recently said that social media is now advancing at a rapid rate. Mon, 10 Oct 2011 http://www.dbg.co.uk/customerinsightandanalysismayhelpwithtwitteradvertising/1114?rss=800752451 Companies have been warned that planning – such as gaining customer insight and analysis – is the key to effective Twitter advertising. Kate Adamson, branding and media specialist, said it is notoriously difficult to judge whether a campaign on the social network will be successful. All firms can do is ensure they are ready to launch a series of Tweets and that they are part of a pre-determined strategy. "The way that SMEs can use the platform to compete is by concentrating on developing killer content. Twitter is about engaging with people and the best way to do that is by being genuine," Ms Adamson stated. She noted that a single message will achieve very little, so it is also important to build up a concerted barrage of material that is intertwined. Kimberly Maul, an analyst at eMarketer, recently said rival social network Facebook is the best way for firms to enjoy access to consumers.   Fri, 7 Oct 2011 http://www.dbg.co.uk/socialmediaintegratedmarketingdoesworksaysindustryanalyst/1114?rss=800752509 The impact social media can have – such as for those conducting integrated marketing campaigns – has been summed up by one expert. Radha Subramanyam, senior vice-president of Media Analytics, explained that the technology is moving forward at a rapid rate. It is said that users are no longer happy to view and consume content themselves, they are now going out of their way to share it with friends and promote it to associates. The industry chief went on to quote a study conducted by NM Incite, which showed that there is a link between the amount of coverage a television show receives on social media portals – such as Twitter and Facebook – and its ratings. A nine per cent hike in social media activity equates to a one per cent rise in viewers – a trend that could be mirrored by those in almost any sector who choose to promote their brand via the net. The benchmark for promotion has once again been set this year by Coca-Cola, which was recently named by Interbrand as the winner of its 2011 Best Global Brands report. Fri, 7 Oct 2011 http://www.dbg.co.uk/facebookchiefspeaksofbenefitsofsocialmediamarketing/1114?rss=800751227 The advantages of including social media sites in a multi channel marketing strategy have been laid out by a Facebook executive member at the current Advertising Week conference. Forbes has reported that the portal's vice-president of advertising and global operations David Fischer took to the stage at the event in New York. He used his speech to address the audience on the theme of brands in the connected world – with the thrust of his argument being that companies are better using the web to promote themselves. Mr Fischer noted that the new features launched recently by Facebook – which included new technology designed to arrange stories on the news feed – are not only good news for users but brands too. He went on to explain how the addition of Read, Watch and Listen buttons will allow people to share content – which could include material that is advertising a brand. Kimberly Maul, an analyst at eMarketer, recently named Facebook as one of the best ways for brands to reach their customers with marketing materials. Thu, 6 Oct 2011 http://www.dbg.co.uk/cocacolasmarketingdatahubmayinspireotherbusinesses/1114?rss=800750998 Businesses around the world may be wise to try and follow the model adopted by Coca-Cola when it comes to creating a marketing data hub. That is because the soft drinks producer has been named by Interbrand as its number one company in the 2011 Best Global Brands report. It is the 12th successive year that the US beverage manufacturer has taken the crown. However, Coca-Cola is not the only success story of the last year and there are other positive examples to follow. One is technology firm Apple, which has seen the value of its brand grow by 58 per cent over the last 12 months – figures that may partially be the result of effective integrated marketing – and came eighth in the survey. IBM took second place behind Coca-Cola, while designer brands such as Louis Vuitton and Gucci performed well, finishing in 18th and 39th respectively. Many firms are spending more on internet-based promotions, according to figures released this week by the Internet Advertising Bureau, which could be behind some of the successful results in the report. Thu, 6 Oct 2011 http://www.dbg.co.uk/multichannelmarketingcouldattractchildrentofood/1114?rss=800751041 Producers of food and drinks products might with to consider which methods make up their multi channel marketing strategy if they are to effectively reach out to children. New research due to be published in the Journal of Pediatrics shows youngsters are extremely receptive to promotional material. Dr Christopher Ferguson and a team at Texas A&M International University looked at a group of 75 kids and their responses to various advertisements. "Children were clearly influenced by the commercials they saw. Advertisement effects can work both for and against healthy eating," he stated. Companies may now find that working out which mediums children are most responsive to will pay off in terms of sales and customer numbers. A study from Westcoastcloud recently found that one in ten parents believe it is suitable for a four-year-old child to own a mobile phone – which could make this one way to target young people. Thu, 6 Oct 2011 http://www.dbg.co.uk/multichannelmarketingnewsincludesocialmediadetailsonbusinesscards/1114?rss=800749698 Firms operating a multi channel marketing strategy have been advised that two of its strands can overlap for maximum effect. Carol Collins, founder of CCimage.co.uk, explained that it is wise to print social media details on business cards that are given to clients. She said there is no reason not to include information on how to access pages on sites such as Facebook and Twitter. However, there is a balance to be found between offering the details necessary to visit such portals and cluttering cards. Ms Collins also noted that this approach is likely to work better in some industries over others – with creative firms strongly advised to offer social media, while lawyers and accountants arguably should not. Kimberly Maul, an analyst at eMarketer, recently said that Facebook is perhaps the best way for companies to enjoy access to their customers, adding that many will change their tactics on the site as a result of its recent changes to ensure they remain in the minds of users. Wed, 5 Oct 2011 http://www.dbg.co.uk/istheinternetbecomingamoreimportantpartofmultichannelmarketing/1114?rss=800749963 Bosses currently evaluating their company's multi channel marketing plans might be wondering how much of a role the internet has to play in promoting products and raising brand awareness. The answer, it seems, is that the web remains key to advertising, if the latest figures are to be believed. Recorded by the Internet Advertising Bureau (IAB), the statistics show that spending on internet-based promotions soared to £2.26 billion in the first half of the year – a rise of 13.5 per cent. Guy Phillipson, chief executive of the IAB, said: "With direct response advertising also thriving in the current climate, online offers a potent combination for all marketers and the indications are that double-digit growth will continue in the UK." He added that online sales are now responsible for 27 per cent of the marketing sector – a record high. Tim Gibbon, director at Elemental, recently said it can be tricky for businesses to adopt social media and other online techniques effectively, but if they manage to do so it will be a rewarding move. Wed, 5 Oct 2011 http://www.dbg.co.uk/socialmediasroleinmultichannelmarketingtobeanalysedatconference/1114?rss=800748640 A meeting featuring a host of advertising experts and industry chiefs will explore just how effective social media has become as part of a multi channel marketing strategy. The Minnesota chapter of the Business Marketing Association (BMA) is scheduled to host the event on October 18th. Some of the topics up for debate include the ability of social media to boost performance in terms of promotion and how it can be used to benefit customers. And experts also hope to illustrate that social media promotion is perfect for all types of companies. "Facebook, Twitter and other social media channels make sense for business-to-consumer companies, but many business-to-business companies can also make a killing by harnessing the power of social interactivity," stated Jeff Sauer, event moderator for the BMA conference. Kimberly Maul, an analyst at eMarketer, recently named Facebook as the most effective way for bosses to communicate with their consumers. Tue, 4 Oct 2011 http://www.dbg.co.uk/multichannelmarketingshouldincludetwitterforeasyaccesstoconsumers/1114?rss=800747339 Small firms have been advised that they stand to gain plenty from adding a Twitter feature to their multi channel marketing strategy. Kimberly Maul, an analyst at eMarketer, explained that the social network is an "easy" route for businesses to reach customers. She admitted the advertising platform on the site is not yet tailored to perfectly match the needs of small companies. However, that is not to say that firms should not make the most of the technology available and the promotional opportunities it offers. Looking to the future, Ms Maul stated: "By having more targeting capabilities, small businesses can advertise to the proper audiences and the self-serve option would allow them to invest as much money as they would like on Promoted Tweets." According to recent eMarketer figures, Twitter's advertising revenue is set to grow by 210 per cent in 2011, with further rises predicted over the coming years. Mon, 3 Oct 2011 http://www.dbg.co.uk/businessesmustbereadytoaddsocialmediatomultichannelmarketing/1114?rss=800747348 Companies that are considering the implementation of social media within their multi channel marketing strategy have been advised to ensure they are ready for such a step. Tim Gibbon, director at Elemental, explained that the process is not as simple as it may seem, if done effectively. He noted the importance of preparing for arrival on to social media platforms, which can include securing the right equipment to do so. "From customer services, marketing, IT, logistics, PR and sales, there needs to be a collaborative approach from every level where the adoption is inclusive supported by education and training for long-term sustainability," Mr Gibbon stated. A presence on sites such as Facebook and Twitter can be vital to the future health of businesses, but only if it is managed and introduced with maximum effect. The access people enjoy to such portals these days was illustrated recently by a study from Westcoastcloud, which found ten per cent of parents believe children as young as four should now own a mobile phone. Mon, 3 Oct 2011 http://www.dbg.co.uk/facebookisbestwaytoreachmarketingdatabase/1114?rss=800747350 Firms looking for new ways to reach those on their marketing database have been advised that Facebook is a tremendous option. Kimberly Maul, an analyst at eMarketer, explained that there are several platforms available to those who want to advertise on online mediums. But the social network is undoubtedly the finest of them all, with the expert describing it as 'reigning' over others. "As Facebook's recently-announced changes going into effect for all users, marketers will evolve their marketing strategies to fit the new site, but Facebook will still be a top channel for online marketing," Ms Maul stated. She went on to note that there are other sites that offer a similar experience – such as Twitter – but marketers are only now becoming interested in them. Facebook recently confirmed it is using new technology to track users' activity and compile their top friends and best news for easy viewing on the home page. Mon, 3 Oct 2011 http://www.dbg.co.uk/brandsmaybewisetouseemailmarketingduringeconomicstruggle/1114?rss=800745886 Brands – such as those in the food sector – could find they have plenty to gain from continuing with email marketing and other advertising techniques, even if it does not pay off immediately. Stephen Cheliotis, director and chief executive officer of The Centre for Brand Analysis, explained there are a number of factors that may be forcing consumers to choose own-label products rather than brand names. These include the financial crisis, higher bills and inflation, all of which are tightening the average family's purse strings. "The thing I would say is that people might swap, but what's likely to happen is that as soon as they have a bit more money they'll swap back. I don't think it's the death of brands," Mr Cheliotis stated. With this in mind, retaining awareness of a brand is vital, in order to tempt consumers back when economic conditions improve. Graham Charlton, writing for Econsultancy, recently advised that there are several mistakes firms must avoid when using email marketing, such as not showing IP addresses within messages as this could help to flag them as spam. Fri, 30 Sep 2011 http://www.dbg.co.uk/twittersettobecomelargerpartofmultichannelmarketingstrategies/1114?rss=800745903 More companies look set to make Twitter a part of their multi channel marketing strategy, if new predictions by one organisation are accurate. According to eMarketer, the social media portal's revenue from advertising around the world is set to grow by 210 per cent in 2011. This will take it to a figure of $139.5 million (£89.4 million), significantly higher than the $45 million recorded in 2010. And eMarketer does not believe the end is in sight for Twitter, as it is predicting that it will rake in almost $400 million from hosting promotional material on its site in 2013. Principal analyst at the research body Debra Aho Williamson said: "Marketers have seen solid engagement rates with Twitter advertising - in some cases better than those on Facebook - despite Twitter's relatively smaller audience." US social gaming company RockYou this week claimed gamers are more receptive to advertising on social media sites, such as Twitter. Fri, 30 Sep 2011 http://www.dbg.co.uk/socialmediashouldnotberushedwhenaddingtointegratedmarketingsetup/1114?rss=800745936 Companies with an existing integrated marketing system that they are trying to add a social media element to have been warned not to rush the process. New research by PricewaterhouseCoopers has found that a large number of firms are investing between $416,000 (£266,598) and $1.85 million but are failing to track the return they get on this. Social media has become a must-have for many businesses with a marketing strategy and could be behind the hurried approach. But the organisation reassured bosses, stating adoption of the technology is still in the early stages. However, some form of integration is wise, with PricewaterhouseCoopers noting that two-thirds of companies still have little or no provision for social media. Sean Mahdi, director in the body's digital transformational practice, said: "Social media is changing the way people work, shop, receive service and relate to one another. Businesses also need to change the way they engage with customers." US firm RockYou this week concluded a study by suggesting that gamers are more receptive to social media advertising than the average person. Fri, 30 Sep 2011 http://www.dbg.co.uk/speedisamajoradvantageofemailmarketing/1114?rss=800745952 The importance of promoting a business may never have been greater, with email marketing just one of the tools bosses have at their disposal. Even huge brands such as Tesco realise the benefits of advertising, with marketing director Carolyn Bradley recently telling Marketing Week that it intends to push a number of messages via its various methods. By promoting a business across various portals, different audiences can be reached and tailored material can be put across. Chris Dawson, writing for tamebay, has chosen to explain the benefits of email marketing, which he noted start with its speed. Firstly, firms know their message has been received within seconds – rather than several days as can be the case via other means – and its success can be tracked almost instantly. Mr Dawson noted that "within minutes" the results of a particular campaign will begin to become clear, as statistics on people opening the email, total clicks and bounces update. Fri, 30 Sep 2011 http://www.dbg.co.uk/couldintegratedmarketinghelpbrandawareness/1114?rss=800743250 Some of the UK's favourite brands could turn to integrated marketing to help them through a difficult period in the economy's history. Stephen Cheliotis, director and chief executive officer of The Centre for Brand Analysis, explained that a number of companies in the food sector are currently facing an uphill struggle. He pointed to inflation, unemployment and rising bills as factors that are forcing customers to cut back. "Obviously consumers are being impacted in some ways and the manufacturers themselves are being impacted by the same issues," Mr Cheliotis stated. But there is still a desire to buy brand name products and marketing integration may help prestigious names to stay at the front of the game. Indeed, such firms are already one step ahead, as the expert noted that nobody really wants to give them up. A recent study by Haygarth, however, found 71 per cent of consumers believe there is little difference between brands and own-label products. Thu, 29 Sep 2011 http://www.dbg.co.uk/voucherscanstillbepartofmarketingplanning/1114?rss=800743770 Businesses that are carrying out marketing planning work may still wish to include vouchers within their strategy. Josephine Boyd, commercial director for iVoucher, implied the stigma attached to using discount coupons is reducing, although it has yet to completely disappear. Indeed, she noted her company has launched its portal to allow companies – such as restaurants – to remain in control of their discounts. "This means that they can present the right offers to the right customers at the right time, sending a positive message," Ms Boyd stated. Such a scheme may be of significant interest to those completing marketing planning work, which often has the aim of attractive new customers. However, businesses that do use vouchers must be careful to ensure they are not abused. A recent report by the Daily Telegraph found the police have been called numerous times in recent months to crack down on people trying to reuse discount codes.   Thu, 29 Sep 2011 http://www.dbg.co.uk/multichannelmarketingmayhaveworkedforcrispbrands/1114?rss=800744335 The effects of multi channel marketing, as well as several other factors, appear to be paying off for a number of firms in the crisp industry. Several years ago, the sector was said to be "dominated" by Walkers with very few serious competitors. However, director and chief executive officer of The Centre for Brand Analysis Stephen Cheliotis has revealed several brands are challenging it for top spot now. While Walkers is "still very strong", gaps have emerged for the likes of Kettle Chips and Salty Dog. "Whether it's about the quality of the chip, the packaging, the marketing, the ethos behind the brand like being more local or organic, they've come into the market and changed it," Mr Cheliotis stated. The expert suggested that by following a similar path, brands in other markets can achieve similar success. In an interview with Marketing Week, Tesco marketing director Carolyn Bradley this week suggested the supermarket aims to get a number of messages across when offering promotional material to customers. Thu, 29 Sep 2011 http://www.dbg.co.uk/spateofnewmobilescouldinterestmultichannelmarketingbosses/1114?rss=800744396 A number of new mobiles are coming on to the market this autumn, which could be of particular interest to those responsible for multi channel marketing within UK companies. Three is the latest firm to make an announcement on the subject, confirming the HTC Explorer is due to be added to its portfolio and will soon be available to customers. Sylvia Chind, head of handsets at the network, said: "The HTC Explorer offers a fantastic experience for first time smartphone customers and HTC fans alike. We look forward to introducing this handset on our award winning network." News of the product comes just days after Orange and Barclaycard teamed up to launch the Samsung Wave 578, which offers contactless payment technology, while it is widely speculated that the iPhone 5 will be launched by the end of the year. Multi channel marketing executives watching the sector may therefore be wise to add SMS and email messages to their promotional strategies in order to cash in on the rise of new mobiles. Thu, 29 Sep 2011 http://www.dbg.co.uk/multichannelmarketingnewsgamersreceptivetosocialmediaadvertising/1114?rss=800744431 Multi channel marketing strategies that include a degree of focus on social media mediums may work best if aimed at gamers. US social gaming company RockYou has produced research that has concluded those who love to play the latest amusements are likely to be receptive to advertising. The study took a closer look at the features – such as motivations, purchase history and psychographics – of gamers. "Data from the study will be instrumental in guiding publishers, marketers and advertisers to understand how to best reach, engage and influence a unique segment of the buying public," said Michael Dowling, chief executive officer of market research company Interpret. The research found that while gamers are highly receptive to social media-based advertising, they would be even more so if rewards were potentially up for grabs. Jason Falls, an expert author, blogger, speaker and consultant on the subject, told Forbes recently that companies must be aware of their targets before starting a promotional campaign. Thu, 29 Sep 2011 http://www.dbg.co.uk/tescounveilsmultichannelmarketingstrategy/1114?rss=800743001 A chief at one of Britain's largest supermarket chains has revealed details of how it plans to use its multi channel marketing strategy. In an interview with Marketing Week, Tesco marketing director Carolyn Bradley said the firm intends to push a number of messages through its various advertising outlets. For example, she said it is important to emphasise quality when addressing customers, but Tesco also wants to promote its Clubcard scheme. "We're a very broad church and talk about a lot of aspects like quality, price, Clubcard, stores and we'll keep on talking about all those things," Ms Bradley stated. She added that the supermarket will use communications – which could include email marketing – to offer chances to save money at its tills. Kelkoo this week revealed Tesco as one of the runners-up in its quest to find Britain's Best Retail Brand – a title that was scooped by online retailer Amazon. Wed, 28 Sep 2011 http://www.dbg.co.uk/hasmultichannelmarketingcontributedtoamazonssuccess/1114?rss=800741481 Companies with a multi channel marketing strategy in place may wish to tailor it so that it is similar to the plans adopted by online store Amazon, which has been named the UK's Best Retail Brand. New research by Kelkoo has revealed that the website topped 40 per cent of the categories it surveyed consumers on. It was closely followed by firms such as Tesco, Marks and Spencer, Asda and Apple – perhaps giving rivals an idea of the marketing strategies that work. The most important factor for those surveyed was said to be value for money – an issue Amazon came out on top for. Commenting on the result, Chris Simpson, Kelkoo's chief marketing officer, said: "The online retail sector is expected to grow by 14 per cent this year, ten times more than the high street at 1.4 per cent, so it makes sense." Rachel Miller, editor of marketingdonut.co.uk, recently said that one good option for firms is to launch a loyalty scheme, which can appeal to new consumers and retain existing ones. Tue, 27 Sep 2011 http://www.dbg.co.uk/emailmarketingusersofferedtips/1114?rss=800741573 Getting the most out of email marketing can be a challenging but ultimately rewarding exercise, as businesses use the technology to get closer to customers. Rachel Miller, editor of marketingdonut.co.uk, recently told of how businesses are wise to plan their promotional activities thoroughly before carrying them out, as this will allow them to get the best results. She noted that there are many ways to boost loyalty and satisfaction – perhaps even by launching a customer scheme. But other bosses might be interested in email marketing, which Graham Charlton, writing for Econsultancy, has backed as an ideal advertising method. However, he did admit that there are several steps firms must follow if they are to succeed, such as avoiding the use of IP addresses and using an email checker to ensure messages were delivered. The expert went on to add that it is important configure any settings to show emails in the most professional manner and to stand the best chance of recipients not treating them as spam. Tue, 27 Sep 2011 http://www.dbg.co.uk/firmsmustmakeaimsclearwhenusingsocialmediaaspartofmultichannelmarketing/1114?rss=800740159 Companies considering the use of social media as part of their multi channel marketing strategy have been advised to be clear on what their aims for the platform are. Jason Falls, an expert author, blogger, speaker and consultant on the subject, told Forbes that it is essential to know what the target is before starting a campaign. He suggested that those who do not know where they are trying to get to will never realise how far they have come. The expert noted that simply adding a Facebook site, Twitter page and blog are not part of a marketing strategy. "None of those are reasons anchored in a strategic business goal or purpose. If you're in it to make money, fine. But have that goal, build your strategies and activities to ladder up," Mr Falls stated. Tim Gibbon, director at Elemental, recently admitted that the popularity of social media as an advertising weapon is continuing to grow. Mon, 26 Sep 2011 http://www.dbg.co.uk/companieswarnedoffrequentemailmarketingmistakes/1114?rss=800740162 Email marketing can be a highly effective tool when utilised properly, helping companies to attract new customers, satisfy existing ones and get their promotional message across. Willy Gissen, founder of public relations firm Cut-It-Out Communications, told Westfair Online recently that while email marketing is not necessarily glamorous, it remains a top promotional option for companies and one of the most popular. It can ensure good results and may appeal to people, providing the target audience is selected carefully. Now, the Marketing Pilgrim has published a series of tips on how to ensure email correspondence is successful and free from the mistakes most commonly associated with it. For example, it noted the first error to avoid is sending more than one message, as this is always viewed by consumers as an accident that suggests unprofessionalism. The second issue brought up by the publication is to ensure email marketing material does not look like spam. Finally, it noted the importance of cutting out messages to inactive respondents, as this is simply a waste of time and money. Mon, 26 Sep 2011 http://www.dbg.co.uk/multichannelmarketingnewssocialmediaappealstowomenmorethanmen/1114?rss=800738579 Businesses that incorporate the growing trend of social media in their multi channel marketing set-up may be wise to tailor it to target women rather than men. That is because new research in the US by Rebtel has showed that ladies are significantly more likely to enjoy what the technology has to offer than guys. It noted that 92 per cent of the US online adult population admitted to talking with friends in a way that is not face-to-face – and of those, 61 per cent use social media. However, this figure is 68 per cent among females, while it is only 54 per cent among guys, indicating it is girls who are spending more time on sites such as Facebook and Twitter. Indeed, when asked to name how they would like to stay in touch with mates if they could not see them in person, 18 per cent of women said they would use social media, compared with 12 per cent of men. Experts from Oxford Economics recently revealed that companies that do not employ social media promotion tactics will lose out in terms of sales. Fri, 23 Sep 2011 http://www.dbg.co.uk/emailmarketingisanessentialcomponentofadvertising/1114?rss=800738746 The importance of email marketing as part of an advertising strategy has been emphasised by one expert. Willy Gissen, founder of public relations firm Cut-It-Out Communications, told Westfair Online that while the method may not be the most glamorous available to companies, it remains one of the most vital. He noted that the way email marketing works is largely by forcing contacts to remember the name of a business. "By appearing in your prospects' inbox on a monthly or quarterly basis, you remain in the back of their mind and they remember you when an opportunity arises," Mr Gissen stated. Email marketing is said to be an excellent way to increase visibility among prospective clients and, eventually, gain new business from it. The Office for National Statistics and Age UK recently revealed statistics that showed older people tend to take in more from online content, which could make them suitable recipients of email marketing. Fri, 23 Sep 2011 http://www.dbg.co.uk/facebookimprovementsmaybegoodnewsformultichannelmarketing/1114?rss=800737541 Companies that use social networks – and, in particular, Facebook – as part of their multi channel marketing strategy may be delighted to note a raft of improvements that have been made to the website. The social media portal has used its official blog to reveal details of the technology it is now using to make itself more relevant to users. It will track usage patterns and comments made by friends to compile a list of best associates for each account holder. The updates, photographs and activities of these people will then be displayed in a prominent position on the homepage. This could be good news for companies looking to appeal directly to those who have shown an interest in their business previously, with the blog noting Facebook will now work in the same way as a newspaper. Experts at Oxford Economics this week told businesses that those not using multi channel marketing are likely to be missing out on sales revenue. Thu, 22 Sep 2011 http://www.dbg.co.uk/socialmediaisavitalcomponentofmultichannelmarketing/1114?rss=800737568 Social media has risen to a position of such strength in the advertising sector that it is now considered a must for firms with a multi channel marketing strategy. Tim Gibbon, director at Elemental, said the popularity of the technology when it comes to promotion is continuing to grow. Indeed, the importance of social media is such that the issue of content strategy has also become crucial, as businesses look to ensure the right material is loaded to sites such as Facebook and Twitter. Commenting on the past, Mr Gibbon stated: "Businesses have been guilty of creating content for sites, brands and/or campaigns that address short-term objectives in pushing one-way dialogue and not the long-term goals required for consistent communications." It may be possible to create a more rounded, long-term message via an effective multi channel marketing programme. Last week, Mr Gibbon said the rise of social media as an advertising stream has led to what he described as a "gold rush". Thu, 22 Sep 2011 http://www.dbg.co.uk/marketingplanningcanleadfirmstovariousloyaltyschemes/1114?rss=800737336 Undertaking a marketing planning exercise can be crucial for the future success of a business and bosses have a number of ways to tackle it. However it is done, one feature many companies come back to is the idea of a loyalty scheme to attract and satisfy frequent customers. Rachel Miller, editor of marketingdonut.co.uk, explained that before implementing a scheme, businesses should assess what they do, who they appeal to and what they are aiming for. "There are many ways to boost loyalty - from points-based cards to discounts for regulars. Other ideas include giving away free items with multiple purchases [and] inviting customers to trial new products," she stated. But the right option could only become apparent after thorough marketing planning has been completed. Earlier this month, Ms Miller spoke on a similar subject and noted that starting a loyalty scheme can result in a firm gaining a huge amount of data on its most common users. Thu, 22 Sep 2011 http://www.dbg.co.uk/facebookrevampcouldbechancetoaddsocialmediatomultichannelmarketing/1114?rss=800735927 Companies with a multi channel marketing strategy may have looked on in interest as social media site Facebook revamped its new feed page. The portal has made a number of changes to the screen that allows account holders to track the activities and thoughts of their friends. Previously, Facebook allowed users to choose whether to read from their Top Stories page or a Most Recent Stories alternative – but this has now been replaced by one combined display. With such a noticeable change in place, businesses that advertise on the site could benefit from enhanced results over the coming days and weeks as social networkers explore the new layout. Facebook has instigated the change because it wants to offer people what it believes to be the most important updates whenever they log on. The social network recently announced it has agreed a deal with Twitter that will allow users to update their status on both sites simultaneously. Wed, 21 Sep 2011 http://www.dbg.co.uk/emailmarketingcouldbemoreeffectivewitholderpeople/1114?rss=800734820 Businesses that are operating email marketing as part of their promotional strategy could aim to target older people. According to figures from the Office for National Statistics and Age UK, although there are still 5.7 million over-65s who are not online, those who are seem to make the most of it. Downloading software, playing video games and watching films are among the many uses the older generation have for the web. And another could be to send and receive emails – such as those from companies looking to market their products or services. "It's older people who have the most to benefit from being online. The internet is a vital tool to help reduce isolation and ensure people stay independent for longer," said Britain's official Digital Champion Martha Lane Fox. Email marketing executives could also choose to aim their messages at users of certain devices, such as England rugby star James Haskell, who this week revealed to the newspaper that he loves to use his iPad. Tue, 20 Sep 2011 http://www.dbg.co.uk/facebookandtwitterlinkcouldmakemultichannelmarketingcrucial/1114?rss=800734310 An imminent link-up between social media sites Facebook and Twitter could make it even more vital for firms to have a multi channel marketing strategy in place that includes promotion via these portals. Facebook has confirmed news of the deal and noted that users of its network will soon be able to share news via both sites. Any status update made public via Facebook will automatically appear on Twitter, meaning users of one site could have even more reason to join the other. As such, companies could benefit from an advertising presence on one or both of the social media platforms. Consumers are advised that a 'subscribe' option will be added to Facebook over the coming weeks and by clicking these they can add their accounts on the two sites. Paul Gillin, founder of consultancy firm Paul Gillin Communications, recently told Computerworld that social media is the future of the commercial industry. Tue, 20 Sep 2011 http://www.dbg.co.uk/failuretograspmultichannelmarketingleadstolostsales/1114?rss=800734624 Companies that are unable to get to grips with multi channel marketing and how to excel at it will inevitably lose money from missed sales. That is the view of experts at Oxford Economics, who suggested some of the largest brands in the UK are already guilty of this. Indeed, they noted the supermarket chain Morrisons could be missing out on as much as £314 million a year in potential digital sales that are not being secured because of its decision not to offer internet shopping. Rival firm Tesco is said to be raking in an extra £255 million as a result of digital offerings, including those it provides online and by phone. Paul-Jervis Heath of Head London said: "By not giving customers the information they need on the platform of their choice they are less likely to complete purchases." Multi channel marketing can also benefit from including social media, especially after Facebook and Twitter announced it will be possible for users to access both at once. Tue, 20 Sep 2011 http://www.dbg.co.uk/socialmediahascreatedamultichannelmarketinggoldrush/1114?rss=800732995 The positive impact social media has had on businesses with a multi channel marketing strategy has been summed up by one industry expert. Tim Gibbon, director at consultancy firm Elemental, explained that it is typically the business-to-consumer sector that takes up new promotional options the quickest. However, in the case of social media, both this area and the business-to-business market have rushed to adopt it, leading to what he described as a "gold rush". Mr Gibbon warned that firms should not invest in the technology too quickly as this can lead to many of the opportunities it creates being missed. "As social platforms, visitor traffic, subscribers and advertising models evolved, brand confidence has grown - in some cases overtaking traditional online portals - with the use of these platforms," he detailed. One of the leading social networks, Twitter, last week revealed it is now available in an extra five languages, opening it up to approximately half a billion people. Mon, 19 Sep 2011 http://www.dbg.co.uk/emailmarketingcouldtargetipadusers/1114?rss=800733592 The success of email marketing could be particularly great if it is aimed towards those who own an Apple iPad – such as England rugby star James Haskell. Haskell, who is currently competing for his country at the World Cup in New Zealand, told the Daily Telegraph he is a keen user of the tablet. "I use it for everything," the flanker said, adding that one of his favourite apps is the Mail tool that allows him to keep in touch with friends and family. "Aside from using it for email and music, I use the cameras and I use it for movies a lot. Obviously the Apple apps are a big part of it," Haskell stated. Companies contemplating launching an email marketing strategy could take the rugby star's words on board and aim advertising material to those with the handsets. Haskell has appeared in both of England's World Cup games so far – wins over Argentina and Georgia. Mon, 19 Sep 2011 http://www.dbg.co.uk/dataqualitymustbemaintainedwhendisposingofitequipment/1114?rss=800733597 Companies in the UK have been reminded of the importance of considering data quality when disposing of old IT solutions that are being replaced. New research by Computer Aid International and Vanson Bourne has uncovered a number of revelations about the way technology is thrown away in the commercial world. It found that one in five senior IT professionals do not have total confidence that their equipment is being disposed of in an eco-friendly way. Although there are various economic difficulties facing firms, the turnover of computers and other products remains high. "It is extremely worrying that many of the UK's largest companies are not able to guarantee that their equipment is not illegally dumped in landfill," said Anja ffrench, director of communications at Computer Aid. Such a possibility could also be seen as a threat to data protection and quality. Dinah Greek, news editor for Computeractive, last week said that staff have a responsibility to maintain high standards of data care within organisations. Mon, 19 Sep 2011 http://www.dbg.co.uk/staffhaveadutytomaintaindataquality/1114?rss=800731774 Workers at companies have been told by an expert that data quality is just one of their responsibilities and they must work to maintain it. Dinah Greek, news editor for Computeractive, explained that there are several external threats to the information held in databases by firms. To counter this, bosses should put in place a framework that deals with the issue of security and is easy for staff to understand and follow. "Employees have a responsibility to ensure they don't put a company at risk - don't download something you are not sure about, be careful about websites visited if internet surfing is allowed," Ms Greek stated. She identified software as a service as one of the emerging trends in the world of data protection. One organisation that may require help in this area is the University Hospital of South Manchester, which was recently found by the Information Commissioner's Office to have lost the details of dozens of patients. Fri, 16 Sep 2011 http://www.dbg.co.uk/multichannelmarketingnewssocialmediaisthefuture/1114?rss=800731783 Firms with multi channel marketing strategies in place that do not place a great enough emphasis on social media should consider altering them. That is because the technology – which includes sites such as Facebook and Twitter – has been described by one expert as the future of commerce. Paul Gillin, founder of consultancy firm Paul Gillin Communications, has told Computerworld that there is plenty to be gained from social networking portals. "[Social media] is the future of how companies will operate [and] will engage with customers. IT should have an important role in it," he claimed. He noted that the use of IT is critical in making the trend a long-term success, such as it was when enterprise resource planning technology was first released about 15 years ago. Twitter this week confirmed it is now available in five extra languages – taking its total to 17 – which could make it even easier for firms to reach consumers. Fri, 16 Sep 2011 http://www.dbg.co.uk/twitterupdatetomakemultichannelmarketingeveneasier/1114?rss=800730782 Companies that find they often want to target speakers of various languages with their promotional material now have even more reasons to use Twitter as part of a multi channel marketing strategy. The social network took to its official blog to confirm that it is to be launched in five new languages. These are simplified and traditional versions of Chinese, Hindi, Malay and Tagalog. Recent statistics showed that there are now about 100 million active users of the site around the world and the addition of new native tongues is thought to take its potential reach towards half a billion. It also means that 17 languages are supported by Twitter, allowing those who use it as a multi channel marketing option to do so in a variety of areas. InSites Consulting recently found that there are now 37 million social networkers in the UK alone, with Facebook said to be the most popular. Thu, 15 Sep 2011 http://www.dbg.co.uk/targetsmartphonesforeffectivemultichannelmarketing/1114?rss=800730556 Business leaders have been informed of the growing incentive to include smartphone users in multi channel marketing strategies. Rob Thurner, mobile consultant and trainer, explained that about one in five mobile customers around the world is now using a smartphone. The fact this figure was one in ten only a year ago illustrates the pace with which the market is expanding. "Mobile ... gives [customers] an alternative channel to communicate. So it can unlock new revenues and new ways of interacting," Mr Thurner stated. Taking the initiative and appealing to smartphone users as part of a multi channel marketing strategy is sure to pay off and will end reliance on other methods of promotion. And the importance of getting things right for phone owners was emphasised by a recent study by the Internet Advertising Bureau and John Lewis. It found that 30 per cent of people will end their interest in a company if its service for mobile is poor. Thu, 15 Sep 2011 http://www.dbg.co.uk/motivatestaffforgreendataconsolidation/1114?rss=800730564 Companies that wish to achieve features such as data consolidation within their operations while paying particular attention to the environment have been advised to focus on their staff. Amy Wilson, head of business at Global Action Plan, speaking in a BusinessGreen webinar, said the dedication and commitment of workers is the key to running a green firm. She noted that while those in positions of superiority may make the decisions, it is the lower part of the hierarchy that will have to deal with eco-friendly processes on a daily basis. "Don't forget about this big chunk at the bottom – this is where you can really make a difference and where you can drive sustainability throughout your organisation," Ms Wilson advised. Efficient, environmentally-friendly work with data can help companies to trim their workload and cut energy costs. One green method of communication is email marketing, which was backed recently by Tim Roe, director of deliverability and data at an email marketing firm, who was writing for the Direct Marketing Association blog. Thu, 15 Sep 2011 http://www.dbg.co.uk/firmsmustacttopreservedataquality/1114?rss=800730573 Companies should take action and invest in software to ensure their data quality remains high and their systems are elusive to intruders. Dinah Greek, news editor of Computeractive magazine, has told how database owners face threats from internal and external sources. She noted it is internal threats that remain the most difficult to fight, with one of the most popular tactics remaining the restriction of access to data for certain individuals. "Restricting downloading and copying of files and use of USB and other memory devices needs to be carefully considered. [Also consider restricting the] use of encryption for sensitive files," Ms Greek stated. If access is limited to only a small number of people, it will be easier to identify the offender if anything goes wrong, she suggested. Martyn Ruks, technical director at MWR InfoSecurity, recently said that mobile users should be particularly wary of risks to the security of their personal information. Thu, 15 Sep 2011 http://www.dbg.co.uk/mobilemustbeconsideredforhighqualitymultichannelmarketing/1114?rss=800729043 Businesses looking to achieve high-quality multi channel marketing have been advised that one of the platforms they cannot afford to miss is mobile. Rob Thurner, mobile consultant and trainer, explained that for promotional material to be effective, it must be delivered to the right consumers. It is now impossible for companies to ignore the rise of mobile technology and many should advertise themselves via this portal. "Brands really must make sure that their site renders well across a whole range of mobile devices, whether they're traditional handsets, smart phones or they're iPads or tablet devices," said Mr Thurner. He said one of the fundamental shifts in multi channel marketing over recent times has been the arrival of mobile. Businesses may be able to deliver messages to mobile users in a variety of ways – from email to text messages and online. The importance of a good website was summed up recently by a report from the Internet Advertising Bureau and John Lewis, which found that 30 per cent of consumers would use a rival firm if a site was poorly constructed.  Wed, 14 Sep 2011 http://www.dbg.co.uk/customerinsightandanalysiscanbegainedfromloyaltyprogrammes/1114?rss=800729058 Firms have been advised that operating a loyalty scheme will allow them to enjoy increased customer insight and analysis. Rachel Miller, editor of marketingdonut.co.uk, explained that loyalty to a brand is "critical" and has a direct effect on the bottom line of a business. "Even a small increase in customer retention can have a big impact on profits. Businesses that don't focus on customer loyalty are missing a big trick," she said. The expert went on to note that it is far more costly to attract new customers than it is to retain existing ones, so everything should be done to ensure none slip away. As such, any customer insight and analysis that can be gained from a database relating to loyalty schemes can be used in a positive way. Sarah Cross, managing director of uber, recently said that client loyalty programmes are best used to gain "data and insight". Wed, 14 Sep 2011 http://www.dbg.co.uk/facebookandtwittercanbepartofsuccessfulmultichannelmarketing/1114?rss=800729067 Businesses that are focused on successful multi channel marketing would be wise to include social media in their plans, after new statistics relating to its popularity were revealed. According to the latest figures from InSites Consulting, there are some 37 million users of the portals in the UK. In total, 72 per cent of the population are said to use a social network, with Facebook the most popular of all. And perhaps most interestingly of all for companies, four in ten users pay attention to brand promotions and deals that are advertised on their favourite sites. Steven Van Belleghem, managing partner at InSites Consulting, said: "These numbers show that social network sites have penetrated all layers of society - 16 per cent of Facebook users are 55+. An analysis of the users shows everyone is there: young, older, employed or unemployed." Further findings on the subject are expected in the future as Econsultancy has confirmed that it has joined forces with LBi/bigmouthmedia to conduct the latest State of Social Media survey. Wed, 14 Sep 2011 http://www.dbg.co.uk/dataprofilingcanhelpfirmsachievegreatersales/1114?rss=800728027 Companies in the UK could find that techniques such as data profiling are the key to driving growth, an increase in sales and improved loyalty from customers. Sarah Cross, managing director of uber, explained that creating a database with consumer details on it is a wise move by any firm. She noted that one way to achieve this is by launching a loyalty scheme that requires customers to provide their personal information. "[Loyalty offers the] ability to find out in more detail what, when and how consumers are motivated to visit and spend," Ms Cross stated. She added that other benefits of operating an extensive database include the chance to put the brand at the forefront of the minds of the public and an opportunity for engagement. Rob Mcleod, head of planning at Realise Digital, recently used his Econsultancy blog to suggest that companies can use information from databases to construct marketing emails. Tue, 13 Sep 2011 http://www.dbg.co.uk/manchesterhospitalrequiresdataqualityimprovement/1114?rss=800726411 New technology and an overhaul of management practices could be on the cards at a Manchester hospital, which has been found to have seen a breach of data quality. The Information Commissioner's Office (ICO) has revealed that the University Hospital of South Manchester took on a medical student who went on to be responsible for the mistake. A host of information – including the personal records of 87 patients – was copied to an unencrypted memory stick that was then lost by the student. The hospital is thought to have presumed the young staff member was trained in data quality issues, but it turned out their medical school had not done so. Sally Anne Poole, acting head of enforcement at the ICO, said: "Medics handle some of the most sensitive personal information possible and it is vital that they understand the need to keep it secure at all times." Security consultant Kevin Wharram recently said that viruses sent through unauthorised links in emails and on websites are another security threat – and could be beaten with data protection software. Mon, 12 Sep 2011 http://www.dbg.co.uk/loyaltyschemescanhelpdataprofiling/1114?rss=800725923 Businesses that launch loyalty schemes for their customers will find the programmes provide a significant boost to their data profiling activities. Sarah Cross, managing director of uber, said that the greatest single advantage to running such operations is the "data and insight" that is gained. Customers who choose to be part of a loyalty scheme will automatically provide a substantial amount of information about themselves that can be used by the firm. "[They give you] the ability to get to know your customer base, to identify spend and visit patterns so that you can segment customers in order to drive incremental revenue," explained Ms Cross. She added that the most common results of loyalty programmes include the building of increased trust between brands and customers as well as the likelihood of repeat business. Steve Richards, managing director of Yomega, writing for the Econsultancy, recently said that making use of Facebook and the contact it provides is a good way to increase levels of customer service. Mon, 12 Sep 2011 http://www.dbg.co.uk/benefitsofmultichannelmarketingtoberevealed/1114?rss=800726498 The effectiveness of multi channel marketing could soon become clearer, as two organisations team up to carry out a comprehensive study. Econsultancy has joined forces with LBi/bigmouthmedia to conduct the 2011 State of Social Media survey. It will aim to discover how sites such as Facebook and Twitter play a role in the consumer market. Organisers also hope to realise the latest trends and occurrences related to spending within social media. If last year is anything to go by, many firms still need to add social media to their multi channel marketing strategy, as 28 per cent admitted 12 months ago that they spend nothing on the technology. However, many were aware of the potential it has, with 83 per cent suggesting they expected spending in this area to increase between 2010 and 2011. Yomega managing director Steve Richards recently used his Econsultancy blog to tell of the advantages of using portals such as Facebook for advertising purposes. Mon, 12 Sep 2011 http://www.dbg.co.uk/designemailmarketingmessagestobereadonsmartphones/1114?rss=800724372 Companies that want to engage with both potential and existing customers through email marketing campaigns may want to design their messages so they can be read on smartphones. A new survey by the International Data Corporation (IDC) found that smartphone shipments in western Europe have increased by 48 per cent over the last 12 months. That is compared to a 29 per cent decrease in the shipment of feature phone units over the same amount of time, suggesting consumers are adopting smartphones instead. Francisco Jeronimo, European mobile devices research manager at IDC, said: "This quarter was particularly important from the device type perspective. Smartphones now dominate the western European phone market." As a result, more consumers will be checking their emails on the go via smartphones so companies should design their email communications to be read on these devices. Companies sending email marketing messages may be able to send them to more people in rural areas as Orange will be offering a 15 per cent discount on its broadband tariffs to those who live in these regions.   Fri, 9 Sep 2011 http://www.dbg.co.uk/loyaltyprogrammescouldhelpcompaniescreatesinglecustomerviewdatabase/1114?rss=800724454 Companies hoping to set up a single customer view database may want to employ a loyalty programme as this will help them collect useful data. Sarah Cross, managing director of uber, a business that advises others about marketing and loyalty, explained the benefits of companies setting up a loyalty scheme. She said: "Having a loyalty scheme means achieving the following - [an] increase in sales and average spend, building knowledge and a valuable database of consumers and positively influencing and changing consumer buying behaviour." Ms Cross added that loyalty also offers a higher level of engagement between a company and its customers, while helping them discover what motivates their customers to buy products from them. A loyalty programme could include sending discounts or special offers to customers who frequently make purchases with the firm. Rob Mcleod, head of Digital Realise, recently wrote on the Econsultancy blog that collecting specific data can help businesses identify what is popular among their client base and focus their marketing campaigns on this.   Fri, 9 Sep 2011 http://www.dbg.co.uk/multichannelmarketingonfacebookcanhelpfirmswithcustomerservice/1114?rss=800724456 Multi channel marketing on social media sites, such as Facebook, can help firms with their customer service. Consumers who receive bad customer service from a firm are increasingly turning to social networks to voice their grievances, which may affect a company's reputation. Such is the opinion of Steve Richards, managing director of Yomega, who was writing for the Econsultancy blog. He gave some tips on how firms can improve their customer service through Facebook. "If you're going to do customer service on Facebook, do customer service on Facebook. Don't create a 'Talk to us! We'd love to hear your experiences!' page and then leave comments there to rot," Mr Richards suggested. "Resource it properly, with people who are authorised to take action. I'm amazed by the number of brands who still staff their Facebook pages with interns." One firm that is increasing its multi channel marketing offerings on Facebook is Topman. The men's fashion retailer has launched a storefront on its Facebook page, which enables consumers to browse their products and redirects them to the Topman website to make purchases.   Fri, 9 Sep 2011 http://www.dbg.co.uk/usemarketingdatabasestocreaterelevantemailmarketingcampaigns/1114?rss=800722973 Companies employing email marketing campaigns have been advised to use the information in their marketing databases to create relevant and targeted messages. Rob Mcleod, head of planning at Realise Digital, made this suggestion on the Econsultancy blog. He wrote: "Data can help you identify topics and themes that are popular - what the audience wants to hear - and use this to inform your strategy and your campaign." Mr Mcleod added that once an email marketing campaign has been launched, data analysis can be conducted to see how successful the project is and if it is not, organisations can discover how to improve it. Companies also need to understand that not all audiences are the same as there is an increasing diversity across online channels, he added. Tim Roe, director of deliverability and data at an email marketing firm, recently wrote on the Direct Marketing Association blog that companies should segment their databases and send targeted messages to relevant consumers to prove the success of the campaign.   Thu, 8 Sep 2011 http://www.dbg.co.uk/settingupamobileoptimisedwebsitecouldhelpretailersprofitfromholidayseason/1114?rss=800722979 Businesses may want to employ data profiling to help them set up a mobile optimised website in time for the holiday season. Patricio Robles, technology reporter at Econsultancy, wrote on the company blog that Google has predicted there will be an increase in the number of people searching for items on their mobiles during the holiday period. The search engine has forecast that 44 per cent of last minute and store location searches will be conducted on mobiles in the run-up to Christmas. Mr Robles wrote: "Savvy retailers hoping to capitalise on opportunities in the coming months would be wise to consider the importance of offering a mobile optimised website (or native app) that makes it easy for potential customers to identify store locations and to determine which products are available (read: in stock) at those locations." In this way, more consumers may visit the shop in person to make their purchases or buy items online. Data profiling would be useful for setting up a mobile optimised site as it could help firms determine what features consumers want to see on a retailer's site.   Thu, 8 Sep 2011 http://www.dbg.co.uk/multichannelmarketingontwittertobemadeeasier/1114?rss=800722894 Multi channel marketing on Twitter could be made easier in the UK, as the social network will be launching its advertising services in the country next month. Media Week reports that the micro-blogging site is currently finalising plans with its brand partners in time for the launch in October. The site will be rolling-out promoted tweets, accounts and trends, which companies can buy to attract new customers on the site. Promoted tweets appear in a user's timeline, while brands can pay for subjects to become trending topics on the platform. Promoted accounts will be suggested to users who may be interested in what the company sells. It is thought that these ads will help firms run targeted multi channel marketing campaigns as users will only see ones that are relevant to them based on who they follow and who follows them. Firms that want some tips on the best ways to attract new customers and engage with existing ones on Twitter may like to read Econsultancy's recent best practice guide for businesses using the platform.   Thu, 8 Sep 2011 http://www.dbg.co.uk/sendtargetedemailmarketingmessagestogainmoreinvestment/1114?rss=800721482 Marketers have been advised to send targeted email marketing campaigns to prove these communications are generating revenue. This can be important for those looking for more investment from higher up in their firm so that they can improve their marketing campaigns. Such is the suggestion of Tim Roe, director of deliverability and data at an email marketing firm, who was writing for the Direct Marketing Association blog. He wrote: "If the recipient is reading your emails, they can be influenced. If they can be influenced, you can encourage them to buy more. "And that's the important difference; if you are only attributing last click revenue to the email channel, it will be reflected in a restricted budget." Mr Roe added that if marketers can prove email's influence on sales, they will be more likely to gain investment. Another way in which companies can improve the response rates of their email marketing campaigns is to keep the typography of messages simple, according to Tom Sather, director of professional services at Return Path, who was writing on the company's blog.   Wed, 7 Sep 2011 http://www.dbg.co.uk/topmanextendsmultichannelmarketingofferings/1114?rss=800721484 Topman will be extending its multi channel marketing offerings by opening a storefront on its Facebook page. The page will enable consumers to browse items, 'like' and share them with friends and place products in a shopping basket. As the site is not transactional, users will be directed to the brand's website to complete their purchases. The storefront has been created by Zibaba, which has also set up these sites for Bank, Uniqlo and Flytrap. Michael Katz, vice-president of business development at the firm, said: "In just a few months we have seen an incredible growth in the number of retailers making the transition on Facebook. "We believe that merchants are beginning to understand and realise the potential of being able to reach customers in their favourite social network." Earlier this year, Heinz revealed it will be investing more money into multi channel marketing on Facebook over the next 12 months. This is due to the success the brand experienced when it sold exclusive bottles of tomato ketchup with hints of balsamic vinegar on the social network in March.   Wed, 7 Sep 2011 http://www.dbg.co.uk/companiescouldsendemailmarketingmessagestoruralconsumers/1114?rss=800721485 Businesses employing email marketing campaigns could find they send more messages to consumers living in rural areas. That is because more people living in the countryside may sign up for broadband due to a special offer from Orange. The Daily Telegraph reports that the phone company is offering a 15 per cent discount on its tariffs for people in rural areas who sign up for the firm's fixed-line broadband. Now, the company is offering broadband packages, which cost £17.50, for £15 to rural consumers with further reductions for those who also buy mobile phone services from Orange. This offer will be available to around 15 per cent of the UK, including areas such as Northumberland, Cumbria and parts of Scotland. If more Brits living in rural areas take advantage of this offer, there will be a greater audience to which email marketing messages can be sent. Mobile company 3 will also be encouraging rural consumers to access the internet as it will be handing out free dongles to them.   Wed, 7 Sep 2011 http://www.dbg.co.uk/multichannelmarketersadvisedtoincludebarcodescannerinmobileapps/1114?rss=800720189 Firms involved with multi channel marketing have been advised to follow the example of Debenhams and include a barcode scanner in any mobile apps they may launch. That is because Graham Charlton, editor of Econsultancy, who was writing on the company's blog, believes QR codes will become an integral part of marketing in the future. A QR code, which means quick response, is a barcode designed to be read by smartphones that direct the consumer to a brand's or price comparison site. According to Mr Charlton, research by Simpson Charlton found that just 11 per cent of consumers have used these codes but 47 per cent of these found them very useful and would like to see them available more often. He wrote: "Just because a minority are aware of and using QR codes doesn't make it a worthless marketing tactic, but marketers do need to be aware of their audience when planning campaigns. "It's also likely that awareness of QR codes will increase as they become more common, and more people use smartphones." One of the major obstacles to this form of multi channel marketing is that many phones do not have the capability to scan barcodes, Mr Charlton added. Debenhams has got around this by adding a barcode scanner to its latest mobile app so consumers can use QR codes without seeking out a QR reader.   Tue, 6 Sep 2011 http://www.dbg.co.uk/readandrespondtofeedbackwhenemployingemailmarketingcampaigns/1114?rss=800720202 Companies employing email marketing messages have been advised to read and respond to any feedback they receive. This is because the firm can learn from feedback and improve their marketing campaign, it has been stated by a Biz Community article. It states: "Email marketing in this day and age is a fast moving medium and should be considered an area where you are constantly learning and developing your method." The news provider adds that learning about who email marketing messages are being sent to is also important. By finding out the audience of a marketing campaign, the firm can create content that is relevant to the people receiving the communications. In this way, a trusting relationship can be developed between a brand and consumers, as the email recipients will know the message is interesting to them. More firms could soon be sending email marketing campaigns to mobiles, especially after the Olympics. That is because more people will be using their phones in one place during the tournament, meaning network coverage will have to be extended, it was stated by Steven Reynolds, president of the Mobile Data Association.   Tue, 6 Sep 2011 http://www.dbg.co.uk/fashionfirmscouldemploydataprofilingtoimprovewebsite/1114?rss=800720220 Fashion retailers may want to use data profiling to find out how to improve the online shopping experience for their customers. In this way, a firm will be able to include features on its website that will encourage consumers to shop with it. Graham Charlton, editor of Econsultancy, wrote on the company's blog that 45 per cent of Brits prefer to buy clothes online rather than offline, according to GSI Commerce. It was also found that 64 per cent of consumers have researched products online before buying them in-store, which is a five per cent increase on last year. Mr Charlton wrote about the features that online shoppers like to see on websites. "Since online cannot replicate everything about the in-store fashion experience, brands need to provide features that aid decision making," he wrote. "The stats show the importance of effective filters on fashion sites that allow users to narrow their product selection, with 55 per cent saying the ability to filter by size and colour makes them more likely to buy." Other important features include photos on product pages that can be rotated and reviews. Waitrose has recently launched an email marketing campaign to encourage people to shop on its website.   Tue, 6 Sep 2011 http://www.dbg.co.uk/runningmultichannelmarketingcampaignsonmobilescouldhelpbrandsengageconsumers/1114?rss=800718778 Employing multi channel marketing campaigns on mobile phones could help brands engage with consumers and win new business. According to Rob Thurner, mobile consultant and trainer at the Institute of Direct and Digital Marketing, consumers now want to engage with brands on their own terms. He said: "Consumers want to interact with brands when and where it suits them, rather than being governed by television schedules and the agenda of the brand itself. They want to find out about products in their own way." Mr Thurner added that with the growth of digital marketing, brands can benefit from employing new platforms to engage with consumers. This can include running campaigns on social media sites and sending email marketing messages to mobiles, as part of a multi channel marketing project. Soon, more firms may be able to send email marketing messages to mobiles in rural and isolated areas, as Three intends to provide dongles and Mi-Fi platforms to consumers living in rural 'notspots'.   Mon, 5 Sep 2011 http://www.dbg.co.uk/dataanalysiscouldbevitalforfirmsusingsocialmediasites/1114?rss=800718840 Brands employing social media sites to engage with both potential and existing customers could find data profiling useful. That is because a recent study by Impermium found that up to 40 per cent of public Facebook accounts are fake, having been set up by spammers. As a result, the number of fans that a company has on the social network may not be as high as it thinks. Patricio Robles, technology reporter at Econsultancy, wrote on the company's blog that this can be a big problem for firms that are increasing their investment in social media as it is seen as a good platform for engaging consumers. He wrote: "To accurately assess the strength of your social media presence, setting tangible, action-related goals and measuring their achievement will increasingly be required as spammers continue to flood social platforms with fake accounts." This could be achieved through data profiling, as this process should help determine who is engaging with a firm's Facebook page and which accounts are fake. Data profiling could also help brands that wish to set up an account on the new social network Google+, as it can help them find out how to encourage users to share content about them.   Mon, 5 Sep 2011 http://www.dbg.co.uk/sendingemailmarketingtomobilesmaybecomeeasierafterolympics/1114?rss=800718844 Sending email marketing campaigns across the UK could become easier following the Olympics in London next year. That is because the tournament offers the perfect opportunity for mobile phone companies to improve their network coverage across the UK. Such is the suggestion of Steve Reynolds, president of the Mobile Data Association, which is a non-profit organisation dedicated to representing mobile data-centric businesses in the UK. He said: "One thing that's going to drive 3G access is that obviously we've got the Olympic Games next year - everybody is going to want to use the phone when 11.8 million ticket holders and visitors land on us. "Obviously the network is going to have to deal with that." Mr Reynolds added that Ofcom has already increased the power of mobile coverage base stations to give extra coverage and capacity but more will need to be done next year. If mobile phone coverage and data capacity is improved following the Olympics, firms will be able to send email marketing messages to phones as they will be able to be accessed. A recent study by comScore revealed that one in four smartphone users in the UK was exposed to mobile advertising during the second quarter of 2011.   Mon, 5 Sep 2011 http://www.dbg.co.uk/greggstopromotenewdoughnutsthroughmultichannelmarketing/1114?rss=800717352 Greggs will be launching a new product through multi channel marketing for the first time. The bakery brand will try to appeal to a younger age group by promoting its new range of doughnuts via a digital campaign, which launches on September 5th, reports Brand Republic. Greggs will be using individual promotional videos on YouTube to introduce each new product, including strawberry milkshake, jaffa cake and coconut snowball doughnuts. The multi channel marketing campaign will also involve Twitter and Facebook, by asking consumers to vote for their favourite flavour. It will also be releasing 100,000 vouchers on September 12th on the brand's Facebook page, which can be exchanged for free doughnuts. Nick Bennett, digital creative director at Steel, which is running the campaign, told the news provider: "It's not advertising, it's social entertainment". Tesco recently revealed that it will be employing multi channel marketing to promote the book section of its website, which enables consumers to buy titles online.   Fri, 2 Sep 2011 http://www.dbg.co.uk/brandsemployingemailmarketingcampaignsurgedtochoosesimplecolourscheme/1114?rss=800717393 Companies wishing to send email marketing messages to engage with potential and existing customers may want to focus on the typography of their communications. Tom Sather, director of Professional Services at Return Path, wrote about the importance of typography on the company's blog. He cited Josh Levine, chief executive officer at Alexander Interactive, who suggested sticking to a simple colour scheme and limiting the amount of typefaces, fonts and sizes of text in email marketing messages. "Consistency and contrast are important to convey your message and direct your readers to the important elements of your campaign," Mr Sather wrote. "Levine also recommends controlling eye flow through the use of white space, and using line spacing, bullet points and indentations to distinguish elements of the message." All of these factors could help brands improve the response and conversion rates of their email marketing campaigns. More firms could be sending email marketing messages to rural areas of the UK, following a partnership between Three and the Countryside Alliance which will provide free broadband to rural 'notspots'.   Fri, 2 Sep 2011 http://www.dbg.co.uk/mobilecouldbecomeanintegralpartofemailmarketingcampaigns/1114?rss=800717397 Sending communications to mobile phones could become an integral part of email marketing campaigns, as the platform is gaining popularity among marketers. A new report by comScore has found that one in four smartphone users in the UK were exposed to mobile advertising during the second quarter of the year. It was found that 5.4 million smartphone owners remember receiving a mobile ad in the three months ending June 30th, which equates to 25 per cent of all smartphone users in the UK. Of these, eight per cent recalled seeing a mobile ad more than once a week, while 7.5 per cent remember receiving one almost every day. Mike Shaw, director of comScore Marketing Solutions, said: "Over the past few years, video and mobile have emerged as important channels for advertisers seeking to reach digital consumers." As the platform is gaining popularity in the UK, firms employing email marketing campaigns may want to take advantage of the channel and send messages to mobiles. The Office for National Statistics recently revealed that 17.6 million Brits have accessed the internet using their mobiles over the last year.   Fri, 2 Sep 2011 http://www.dbg.co.uk/dataprofilingcouldhelpbrandssetupaccountsongoogle/1114?rss=800716093 Data profiling could aid brands that wish to set up an account on Google+, the recently launched social media site from the search giant. Melinda Peavy, director of Response Consulting, wrote on the Return Path blog that email marketers should start preparing to set up an account or run campaigns from the social network. She wrote: "For starters, Google+ reinforces email as a powerful sharing tool and provides even more reasons for subscribers to interact with their inboxes. "Google+ allows you to share content via email (as well as with your Google+ circles)." Ways in which brands can use the social network to their advantage include setting up a profile on the site and encouraging users to share offers or content in their 'circles' and undertaking data profiling. Ms Peavy suggests that firms should analyse how their subscribers interact with social media via email. Using this data, brands can integrate Google+ into their email marketing campaigns. Google+ could be a good option for brands looking to promote themselves as the site attracted more than 20 million subscribers within three weeks of being launched.   Thu, 1 Sep 2011 http://www.dbg.co.uk/tescotousemultichannelmarketingtopromotebooks/1114?rss=800716097 Tesco is set to employ multi channel marketing to attract consumers to its books section on its website. Brand Republic reports that the supermarket giant will be building a books blog and employing Twitter and Facebook to promote store events, book launches, reviews and author interviews. The website will also be encouraging book fans to write their own blogs and reviews and posting them, in the hope of driving consumer engagement. Rachel Harcourt, adult books buyer at Tesco Books, told the news provider: "We want to engage with book-lovers and add value to their online experience in the channels they are already using by listening, responding and developing conversations with them at the same time as building a community around our own blog." Tesco Books sits within the brand's main site and offers consumers the opportunity to choose from thousands of titles which they can buy online. The National Trust will also be using social media sites as part of a multi channel marketing campaign to encourage young consumers to visit its properties.   Thu, 1 Sep 2011 http://www.dbg.co.uk/designemailmarketingmessagesformobilesasmorepeopleareaccessingtheinternetusingphones/1114?rss=800716105 Companies may like to design their email marketing messages so that they can be accessed and read on mobiles. That is because more Brits are starting to use these devices to access the internet and possibly check their inboxes on the go. According to a new report by the Office for National Statistics, six million Brits accessed the internet using their mobiles for the first time over the last 12 months. There has already been 17.6 million people using mobile internet this year, which equates to 45 per cent of the online population in the UK. In 2009, just 8.5 million people used their mobiles to go online, suggesting this platform is becoming more popular. Therefore, brands employing email marketing campaigns to engage with potential and existing customers may want to ensure their messages can be read on mobiles. Luth Research recently revealed that 60 per cent of consumers prefer to receive personalised emails on their mobiles rather than ones based on their location or time of day.   Thu, 1 Sep 2011 http://www.dbg.co.uk/firmscouldsendemailmarketingtoruralareasfollowingthreesnewproject/1114?rss=800714501 Companies employing email marketing campaigns could soon find they can send messages to people living in rural areas who previously had no access to broadband. That is because mobile company Three and the Countryside Alliance have teamed up to provide free internet access to some rural areas, it was announced yesterday (August 30th). The two firms, who have formed the Rural Broadband Working Group, will identify rural broadband 'notspots' and give away free dongles and MiFI's to help people in these areas get online. If the initiative is a success, more consumers will be able to access the internet and could receive email marketing messages as a result. Michael Phillips, product director for BroadbandChoices.co.uk, which is a broadband comparison site, commented on the new project. He said: "It is a welcome gesture from Three to the customers in remote villages and communities. We hope that Three will be doing its best to maximise 3G bandwidth in these areas." The first village to benefit from the scheme will be Gringley-on-the-Hill in north Nottinghamshire, which has a population of 750.   Wed, 31 Aug 2011 http://www.dbg.co.uk/sendingrelevantcontentinemailmarketingmessagesimportant/1114?rss=800714620 Sending email marketing campaigns with relevant content aimed at the target audience should be a focus of most firms. Such is the suggestion of Margaret Farmakis, senior director of Return Path's Response Consulting group, who was writing on the DMA email marketing blog. She cited the example of Sephora, an international beauty retailer, whose emails she marks as being of high importance in her inbox. Ms Farmakis wrote: "While Sephora's email program is primarily promotional in nature, their messages still include a lot of useful and relevant content for subscribers. "Even small snippets of content help to ensure the messages are relevant for subscribers who aren't in the market to make a purchase at that time, but are still looking for beauty advice and information." Companies employing email marketing could follow the brand's example by including news relevant to their industry in their communications or by setting up a preference centre and using the information to send targeted emails. Patricio Robles, technology reporter at Econsultancy, recently wrote on the company's blog that men are more likely to own tablets than women, meaning firms sending emails to these devices may want to aim them at males.   Wed, 31 Aug 2011 http://www.dbg.co.uk/targetemailmarketingmessagesontabletstomen/1114?rss=800713292 Firms looking to send email marketing messages to tablet devices may want to tailor them to men, as these platforms are more popular with males than females. A recent report by Nielsen found that 57 per cent of tablets were owned by men in the second quarter of the year, compared to 61 per cent of e-readers being owned by women in the same period. Patricio Robles, tech reporter at Econsultancy, wrote on the company's blog that men tend to prefer tablets rather than e-readers as they like playing games, while women like e-readers as they enjoy reading. He wrote: "As opportunities to reach consumers via tablets and e-readers multiply, savvy marketers will pay close attention to demographics and demographic trends to guide their tablet and e-reader marketing strategies." Therefore, firms looking to send email marketing campaigns to tablet devices may like to aim their messages at men as they are more likely to own one. Recent research by the Global Web Index found that accessing the internet using a tablet or smartphone will increase in popularity next year.   Tue, 30 Aug 2011 http://www.dbg.co.uk/nationaltrusttorunmultichannelmarketingcampaign/1114?rss=800713303 The National Trust will be running a multi channel marketing campaign to help it attract younger consumers to its properties and shops. Brand Republic reports that the campaign will focus on connecting youngsters with nature and driving engagement with consumers through their local properties. Clare Mullin, marketing director at the National Trust, told the news provider: "The National Trust needs to take a role in re-engaging children with nature. "You'll hear us talking a lot more, not just about our outdoor places, but about the importance of outdoor places." The charity aims to engage with younger consumers by running competitions and setting up pages on social media sites. An e-commerce site is also expected to be set up by the National Trust, while location-specific products will be created and sold in its stores. Macmillan, the cancer support charity, is also launching a multi channel marketing campaign comprising TV, print and online ads to raise awareness of its work, the Drum reported. Tue, 30 Aug 2011 http://www.dbg.co.uk/ateamdedicatedtodataqualityshouldbesetupexpertsuggests/1114?rss=800713311 Firms focusing on data quality may want to set up a team dedicated to this aspect of the business, advises Steve Sarsfield, author of the Data Governance Imperative. He wrote for the Smart Data Collective that changes in a business can affect data quality. These changes include a firm expanding into new countries, reaching a partnership with another brand, regulations imposed by the government or the company downsizing. Mr Sarsfield explained how firms can prepare themselves for changes and adapt their data quality to them. "By setting up a cross-functional data governance team, you will always have a team who will be looking at the changes your company is undergoing and considering its impact on information," he explained. Employing flexible data quality tools is also a good way of combating changes in a firm, as these can be adapted to match the company's criteria, Mr Sarsfield added. Recently, a data management firm found that 40 per cent of UK firms rate data quality as being of low priority, while 32 per cent rank their data quality as poor or very poor.   Tue, 30 Aug 2011 http://www.dbg.co.uk/marketersurgedtodigitisedatabasemanagementsecurity/1114?rss=800712454 Marketers have been urged to continue to digitise their database management & security. According to data management specialist Damien Andrews, developments in technology are increasingly enabling firms to keep their documentation in a digital format, so companies should ensure they are not left behind in this growing trend. Mr Andrews pointed out that as margins are being increasingly squeezed in the current competitive economic marketplace, departments are being pressurised to increase corporate efficiency and make greater savings. Marketers keen to make the transition to a "paperless office" were urged to embark on a step-by-step process. "The most successful approach is to start within one department," Mr Andrews said. "Demonstrate how the technology can improve employee's processes and let the employees embrace it in a controlled and structured approach." Writing on The 60 Second Marketer website, Linda Lindsey, president of the Business Marketing Association, recently urged firms to focus on effective lead generation methods as part of their campaign management strategies.  Fri, 26 Aug 2011 http://www.dbg.co.uk/automationcanaideffectivecampaignmanagement/1114?rss=800712459 Email marketing firms have been encouraged to make use of accounting software as part of their campaign management strategies. Software sales and marketing coach Terry Forsey, pointed out that products such as Software-as-a-Service will enable companies to remotely access their database systems from any location, which could result in increased productivity. In addition, automating their databases and accounting systems will enable firms to reduce their costs and increase overall corporate efficiency. "Certainly through automation, if you're dealing with a company who pays your invoices on 30 days from date of receipt, you can email them, which means you can get your invoices out an awful lot quicker," Mr Forsey said. He added that automation could also see firms noticeably reduce their accountants' fees for external accounting. Data management specialist Damien Andrews recently highlighted the importance of firms digitising their documentation and data management processes in order to increase corporate efficiency and lower costs.  Fri, 26 Aug 2011 http://www.dbg.co.uk/surveyhighlightspopularityofppc/1114?rss=800711087 More than one in three marketers use pay-per-click (PPC) methods as part of their campaign management strategies, a new report reveals. According to a survey conducted by Advertise.com, 35.9 per cent of respondents believe PPC search campaigns are an effective way to improve lead generation. Almost one in five (17.9 per cent) of marketers said they prefer to put their faith in online display campaigns, while 13.7 per cent stated other non specified methods are the most effective way of generating leads. One in ten (11.3 per cent) said they believe third party opt-in email campaigns are most effective, followed by 6.5 per cent of respondents who prefer to focus on direct mail campaigns. Daniel Yomtobian, founder and chief executive of Advertise.com, said: "Although third party opt-in email campaigns are the most underutilised platform, I believe that will not last long.  "As these professionals test things out and see the results, they'll begin to add this powerful option to their arsenal." Lisa Barone, co-founder and chief branding officer of Outspoken Media, recently urged email marketing practitioners to use double opt-in methods to maintain interest in their campaigns.  Thu, 25 Aug 2011 http://www.dbg.co.uk/researchingleadsisessential/1114?rss=800711090   Email marketing practitioners have been urged to carry out proper research of potential leads in order to increase the deliverability of their campaigns. Merlin Francis, director of communications at LeadFormix, pointed out that well researched leads will enable marketers to tailor their content as accurately as possible to their target markets. Writing on the company's website, Ms Francis advised against buying prospect lists for cold calling purposes from companies that sell databases and mailing lists because these types of data rarely provide any information about the prospect. "What I fail to understand is, why many of these companies have failed to add more information about these prospects on their lists when much of it is available on the internet today," she commented. Ms Francis urged email marketing professionals to remember that the more they know about a potential lead, the higher the likelihood of them being about to strike a conversation with them. Thu, 25 Aug 2011 http://www.dbg.co.uk/researchingleadsisessential/1114?rss=800711091 Email marketing practitioners have been urged to carry out proper research of potential leads in order to increase the deliverability of their campaigns. Merlin Francis, director of communications at LeadFormix, pointed out that well researched leads will enable marketers to tailor their content as accurately as possible to their target markets. Writing on the company's website, Ms Francis advised against buying prospect lists for cold calling purposes from companies that sell databases and mailing lists because these types of data rarely provide any information about the prospect. "What I fail to understand is, why many of these companies have failed to add more information about these prospects on their lists when much of it is available on the internet today," she commented. Ms Francis urged email marketing professionals to remember that the more they know about a potential lead, the higher the likelihood of them being about to strike a conversation with them. Thu, 25 Aug 2011 http://www.dbg.co.uk/marketersurgedtofocusondataquality/1114?rss=800709418 Marketers have been urged to prioritise data quality when it comes to their marketing campaign management. Kara Trivunovic, senior director of strategic services at StrongMail, advised marketers to assess their data in order to gain a better understanding of which programmes they will need to improve the effectiveness of their lifecycle email marketing. Writing on RIS Media, Ms Trivunovic maintained that once marketers have proved the success of an initial lifecycle programme, they will have the necessary statistics needed to access even more data. Marketers were also encouraged to start their re-engagement efforts a little earlier than usual by identifying consumers that are on the verge of inactivity and trying to stimulate their interest before they become fully disengaged. "Getting your lifecycle email programme optimised and functional is an ongoing process and won't happen overnight," Ms Trivunovic commented. "With a good plan and plenty of patience, however, it will prove successful." Joel Curry, managing director of Experian QAS, recently urged marketers to use automated processes to deal with their data quality issues. Wed, 24 Aug 2011 http://www.dbg.co.uk/emailmarketersurgedtofocusoncontentcreation/1114?rss=800709419 Content creation is an effective approach for email marketers seeking to improve their lead generation efforts, an expert has suggested. According to Claudia Bruemmer, chief editor of Top Ten Wholesale, content creation is one of the best ways to achieve a successful marketing campaign and improve overall return on investment. "Content creation is always a good investment as it can be repurposed on company blogs or social media sites," she said. Marketing professionals seeking to improve their overall campaign management were urged to develop their email mailing lists and seek ways to improve their analytics. As a result of social media increasingly influencing consumer decisions and behaviour, marketers were also encouraged to cultivate meaningful relationships with social platforms because "brands are now being defined by the conversations consumers have about the on social media sites". Kara Trivunovic, senior director of strategic services at StrongMail, recently urged marketers to assess their data in order to know which programmes are needed to improve their lifecycle email marketing. Wed, 24 Aug 2011 http://www.dbg.co.uk/emailmarketingismostsuccessfulonthursday/1114?rss=800708346 New research shows Thursday is the best day to send email marketing. Thursday is the best time to send an email marketing campaign, new research suggests. According to a report from Responsys, open rates for email marketing messages sent on Thursday were the highest at 22 per cent, while Mondays and Fridays were found to be the worst time to send emails (excluding weekdays), reports Mumbrella. The survey found that when it comes to click through rates once emails have been opened, Tuesday is the best day, with a click through of around nine per cent. Responsys' research also reveals that there has been a marked decline in the open rate of emails over the last four quarters compared to the previous 12 months. However, the number of email marketing messages has increased by one third over the course of the last year. According to the latest Consensus Ad Forecast from Warc, spending on web-based marketing platforms is expected to increase by almost 15 per cent over the course of this year. Tue, 23 Aug 2011 http://www.dbg.co.uk/surveyshowsambivalentattitudetosocialmedia/1114?rss=800708351 Seven per cent of marketing budgets are devoted to social media, new research shows. Less than one in ten marketers incorporate social media into their multichannel marketing efforts, new research shows. According to the 2011 MarketingSherpa B2B Marketing Advanced Practices Handbook, seven per cent of marketing budgets are allocated to social media, suggesting a level of ambivalence when it comes to the multichannel approach. The survey found respondents are more confident about email marketing, with 11 per cent of budgets allocated to this medium and 12 per cent devoted to search engine optimisation (SEO). Marketers were found to prioritise email and SEO platforms to other marketing methods such as direct mail, telemarketing and public relations. MarketingSherpa urged marketing professionals to address the challenges that are most pertinent to their organisations and determine where their valuable time and resources should be diverted. According to a recent report from Responsys, email marketing messages are more likely to be opened on Thursdays, when they enjoy an open rate of 22 per cent. Tue, 23 Aug 2011 http://www.dbg.co.uk/marketingbudgetssettorisein2011/1114?rss=800706890 Expenditure on online marketing in on the rise, with budgets expected to increase this year, new figures show. According to the latest Consensus Ad Forecast by marketing information service provider Warc, spending on internet-based marketing platforms including email marketing will increase by 14.6 per cent during the course of this year. Warc's report predicted that globally, expenditure on marketing and advertising will increase by 4.4 per cent, which is lower than the 5.1 per cent increase in April. Suzy Young, a data editor at Warc, said the revised adspend figures reflect a gloomy global economic outlook. "Ad markets in the US and western Europe seem particularly vulnerable but all will be affected if we go into a double-dip recession," she said. A recent survey from E-consultancy earlier this year found that nearly three-quarters (72 per cent) of companies plan to increase their spending on digital marketing activities in 2011, with 35 per cent expecting to spend more on online marketing specifically.   Mon, 22 Aug 2011 http://www.dbg.co.uk/qualitydesigniscrucialforemailmarketing/1114?rss=800706893 An expert has highlighted the importance of top quality design and content when it comes to email marketing. Marketing communications expert Amy Izzo pointed out that when sending out email newsletters, firms should ensure that they lead with strong articles that have broad appeal for particular clients and prospects. Writing on Business 2 Community, Ms Izzo also advised firms to break up their articles with subheadings and to research industry blogs to find out what their audience wants to know more about. Companies were also urged to cross promote their offline newsletters by posting links on their social media profiles and to make use of sign-up forms to broaden their reach. "Successful marketing campaigns embrace different types of media, they adapt and evolve," Ms Izzo commented. "Making small changes can revamp a stale newsletter - after all, every touch is an opportunity to make a positive impression." Writing on E-consultancy, Kevin Gibbons, director of search at SEOptimise, recently stressed that data profiling can help firms better understand the needs of their online readership.  Mon, 22 Aug 2011 http://www.dbg.co.uk/howtogetstartedwithmultichannelmarketing/1114?rss=800704889 Companies contemplating running a multi channel marketing campaign on social media sites may like some tips on how to get started. Natalie Cowen, head of brand at first direct, which has been running a social media campaign for two years, spoke to Graham Charlton, editor of Econsultancy who was writing on its blog. She said: "When we started out we wanted to use social media primarily as a tool to help us revitalise the brand and make it feel more human and approachable. "We knew we had customer service that we could safely shout about and we knew that our customers could be great ambassadors for the brand if we could engage them in the right way." Therefore, firms looking to run multi channel marketing campaigns should have a firm set of goals and ideas of what they wish to achieve. Another tip is to de-mystify social media, as many people have preconceptions on the sector. Ms Cowan stated that social media is a tool for communication and when people realise that it is easier to use the platform to their advantage. Mike Seddon, founder of KKSmarts.com, recently advised firms to choose a social media platform that is ideal for its goals.   Fri, 19 Aug 2011 http://www.dbg.co.uk/macmillanmayemploydataprofilingfornewadcampaign/1114?rss=800704906 Macmillan, the cancer research charity, may have used data profiling to help it design its new advertising campaign. The Drum reports that the organisation will be running TV, online and print ads until the end of October to inform people that Macmillan staff are there throughout someone's battle with the disease. Hilary Cross, director of external affairs at the charity, told the news provider: "One of the key ways of reaching them is through a fully integrated brand advertising campaign. "We believe this ambitious campaign will successfully raise awareness of our charity and increase the uptake of our services." There will be a number of print ads that will be displayed in newspapers and on billboards, as well as online ads. Data profiling may have helped the organisation design the online ads, as the process enables firms to discover what engages and interests their target audience. Another time when data profiling could prove useful is when firms decide to run campaigns on Google +, as this should help them find out how to encourage users to add the brand to their Circles.   Fri, 19 Aug 2011 http://www.dbg.co.uk/marksandspencerintendtomakemultichannelmarketingmorestreamlined/1114?rss=800704950 Marks and Spencer (M&S) will be relaunching its online platform in a bid to make its multi channel marketing offerings more streamlined. The retailer is moving closer to launching an independent e-commerce and multi channel platform, as it intends to break away from Amazon. Marketing Week reports that M&S hopes this will make the platform more flexible and help it accelerate international growth and better integrate its multi channel marketing offerings. Wade Gery, director of multi channel e-commerce at the company, told the news provider: "We have had a very successful relationship with Amazon but in order to fulfil our multi channel ambitions we need to build and manage our own platform." The firm hopes to double its online sales to £1 billion over the next three years, which could be achieved through multi channel or email marketing. VisitWales has also recently launched a multi channel marketing campaign to help attract people to the region, with Facebook and YouTube showing an online ad.   Fri, 19 Aug 2011 http://www.dbg.co.uk/firmscouldbenefitfromdesigningemailmarketingtobereadonmobilesandtablets/1114?rss=800703745 Companies intending to send email marketing campaigns may like to design their messages so they can be read on mobiles and tablet devices. That is because the fifth wave of research from the Global Web Index, commissioned by TrendStream, has found that these devices are gaining popularity. Around 2,000 consumers were asked which devices were their favourite for accessing the internet now and which ones they think will be their favourite in a year's time. It was found that 89 per cent currently prefer to access the web on a personal computer, while four per cent chose a mobile and one per cent selected a tablet. However, predictions for next year showed that mobiles and tablets would gain popularity, with 64 per cent of people choosing a computer, 13 per cent picking a mobile and 11 per cent deciding on a tablet. This suggests that designing email marketing messages so they can be read on mobiles and tablets is a good idea as more people look set to access the internet on the go. Luth Research recently revealed that 60 per cent of consumers prefer to receive personalised mobile messages rather than ones based on time or location.   Thu, 18 Aug 2011 http://www.dbg.co.uk/justsixpercentofukfirmsrunningmultichannelmarketingcampaignsonfacebook/1114?rss=800703868 Only six per cent of UK firms are currently running a multi channel marketing campaign on Facebook, research from Marin Software has found. Patricio Robles, tech reporter at Econsultancy, wrote on the firm's blog about the survey. It also revealed that 42 per cent of UK companies are experimenting with ad campaigns on the social network, while 52 per cent haven't run a campaign on the site yet. Mr Robles wrote: "Although this might be surprising given Facebook's prominence, it is good news for the company, as it demonstrates that it has plenty of growth potential if it can find ways to acquire more advertisers." The social network has recently introduced Comment ads, which appear in the right-hand column on the screen. Brands can post statements or questions on the site, while its followers can make comments underneath which may kick-start a debate and boost engagement. Mike Seddon, founder of KKSmarts.com, a web consultancy company, recently urged firms looking to run multi channel marketing campaigns to choose the right social network for their purposes.   Thu, 18 Aug 2011 http://www.dbg.co.uk/dataqualitycouldbeimprovedbyrunningautomatedcampaigns/1114?rss=800703651 Data quality can be improved by running automated campaigns rather than manually checking for errors, it has been claimed. A recent survey found that 23 per cent of firms use manual processes to manage customer data and check for mistakes, reports Search Data Management. It was also revealed that 42 per cent of UK organisations still employ Excel to detect data quality issues, such as dedepulication. Joel Curry, managing director of Experian QAS, told the news provider: "If your data quality strategy is Excel, then good luck! "There are way too many people using a manual process to fix the data quality problem. It's like using shovels and ploughs rather than tractors for farming." He added that Excel has not been designed for this purpose but for being a basic desktop spreadsheet. Therefore, undertaking data cleansing or suppression is a better way of controlling data quality as these are automated techniques. A data management firm recently found that 32 per cent of UK firms rate their data quality as poor or very poor, while another 40 per cent rate it as being of low priority.   Thu, 18 Aug 2011 http://www.dbg.co.uk/dataprofilingcouldhelpbrandsusegoogletotheiradvantage/1114?rss=800702212 Data profiling could help brands use Google+ to their advantage, as Google is starting to use data from its new social network in its search results. This means that if people recommend or include a brand in their Circles, the businesses will appear higher in Google search results than those that are not followed. Such is the suggestion of Matt Rhodes, client service director at Fresh Networks, who was writing on Econsultancy's blog. He wrote: "By having a clear and well used presence on Google+, sharing content with those who have you in their Circles, you are actually benefiting your search engine optimisation and, almost certainly, increasing clicks through to your site. "The priority, it would then appear, would be for brands to grow the number of people who have you in their Circles." Data profiling could help with this priority as it can help firms determine what interests and engages consumers on the social network. Google+ could be an ideal platform for brands looking to attract new business, as the social network saw more than 20 million people sign up within three weeks of being launched.   Wed, 17 Aug 2011 http://www.dbg.co.uk/howtogetyouremailmarketingdeliveredtoaolinboxes/1114?rss=800702310 Firms looking to send email marketing campaigns to AOL inboxes have been advised to ensure their messages are relevant as this will lead to high levels of engagement. This in turn will ensure that the brand obtains a good reputation from the internet service provider, which will make sure its email marketing messages reach inboxes. Such is the main suggestion of Melinda Plemel, senior receiver relationship manager at Email Intelligence Group, who was writing for the Return Path blog. She added that AOL assess the reputation of firms sending emails on a 30 day basis and if a brand receives a bad ranking their emails may be blocked as spam. The main demographic that use AOL tend to be parents and grandparents, meaning the older generation. One of the benefits of this age group is that they tend to be loyal to companies and check their emails on a regular basis. Tom Sather, director of professional services at the firm, recently wrote on the blog that data analysis will help make an email marketing campaign a success as firms will be able to discover the best time to send emails.   Wed, 17 Aug 2011 http://www.dbg.co.uk/firmsemployingemailmarketingadvisedtousedoubleoptin/1114?rss=800702156 Companies employing email marketing have been advised not to send messages to consumers who have not signed up. Such is the suggestion of Lisa Barone, co-founder and chief branding officer of Outspoken Media, who was writing for Business Insider. She wrote about when it is ok to send company newsletters to consumers: "When they've told you, through a double opt-in, that they want to receive your newsletter and get updates about your company." Ms Barone then explained when firms employing email marketing should not send newsletters to consumers. This includes when people have given a company their email address for a different purpose, such as to enter a contest, leave a blog comment or sign-up to the website, and if they gave the firm a business card at a trade show. She concluded that sending email marketing to consumers who have not signed up will alienate them and damage a firm's reputation. A recent report by Econsultancy found that just 32 per cent of UK businesses are testing their email marketing to see if their messages are being read or marked as spam.   Wed, 17 Aug 2011 http://www.dbg.co.uk/conductdataanalysistomakeemailmarketingcampaignssuccessful/1114?rss=800700701 Conduct data analysis to ensure that an email marketing campaign is as successful as possible. According to Tom Sather, director of professional services at Return Path, who was writing on the company's blog, there are several misconceptions that email marketers have. This includes the belief that sending a higher frequency of email marketing messages will generate more responses but this only works for select businesses, such as Groupon. He cited Mike Holtz for ClickZ who stated that data analysis is imperative for email marketers. Mr Sather wrote: "He states that email marketers need to focus on their own data, determine when they get the most clicks, how many days during the month garnered higher than normal clicks … and seeing which emails registered the most repeat opens." Other factors to look at include how long it takes people to open the email after it has been sent, what items in a message get the most clicks and how the open rates are affected by the time of the day that the communication is sent. Firms may soon be able to send email marketing to more homes across the UK, as the government announced how it will be distributing a £530 million fund into superfast broadband yesterday (August 15th).   Tue, 16 Aug 2011 http://www.dbg.co.uk/dataprofilingcouldhelpfirmsdeterminehowtheirbrandisviewedontwitter/1114?rss=800700731 Data profiling could help firms conducting multi channel marketing on Twitter determine how their brand is viewed on the social network. A recent Econsultancy report found that 58 per cent of consumers tend to leave positive feedback about a brand on the social network compared to 26 per cent who are negative. However, a survey by BrandWatch found that negative tweets are more dominant on the site than positive ones. Aliya Zaidi, director of research at Econsultancy, explained that negative tweets will be more prominent as firms will need to deal with them and consumers will prefer to raise their issues on the site as it is faster than phoning a call centre. "For companies on Twitter, benchmarking the volume of positive to negative tweets can be a good indicator of how the brand is performing, though how useful this is will depend on the nature of the product or service," Ms Zaidi wrote. "Companies need to encourage their followers to give feedback across as many channels as possible. And, of course, context and human interpretation is needed to make sense of the data." Econsultancy recently published a best practice guide for businesses using Twitter which could prove useful for multi channel marketing campaigns.   Tue, 16 Aug 2011 http://www.dbg.co.uk/sendingpersonalisedemailmarketingmessagestomobilescouldbelucrative/1114?rss=800700734 Email marketing messages sent to mobiles should be personalised and catered to an individual's interests. That is because 60 per cent of consumers prefer to receive personalised messages on their mobiles, according to a survey of 2,000 people by Luth Research for Upstream. It was also found that just 17 per cent like mobile promotions based on the time of day and 14 per cent prefer location-based messages, reports the Econsultancy blog. Assaf Baicu, senior vice-president of product management at Upstream, told the news provider: "This data reinforces the very intimate, personal nature of consumers' mobile devices, and the singular priority for mobile marketers to carefully manage and optimise their engagement and number of interactions with customers." As a result, firms employing email marketing may therefore like to send personalised messages to both mobiles and computers as this method is sure to obtain higher response rates. A recent study by Gartner found that smartphone sales across the globe grew by 74 per cent over the last year, suggesting more people are reading their emails on the go.   Tue, 16 Aug 2011 http://www.dbg.co.uk/firmsadvisedtochoosetherightsocialmediasiteforthemwhenemployingmultichannelmarketing/1114?rss=800699534 Firms looking to employ multi channel marketing have been advised to choose the best social media platform for their business aims. That is because different social networks work better for different firms, suggests Mike Seddon, founder of KKSmarts.com, a web consultancy company. He said: "You look at the demographic of your business and you decide whether that's going to fit well and I would suggest that for arguments sake, if you're a firm of solicitors you probably wouldn't go into Facebook you probably would go into LinkedIn. "It's the connotations of the two; LinkedIn has always been seen as a professional site, where business people congregate." On the other hand, Facebook is seen as being used by younger consumers although the site's audience is getting broader, while Twitter is best for keeping abreast of industry news, Mr Seddon added. Therefore, if a firm wants to attract younger consumers through its multi channel marketing campaign, Facebook would be the best social network. VisitWales, the tourism board for the country, is launching a multi channel marketing campaign using YouTube and Facebook, to attract visitors to the region.   Mon, 15 Aug 2011 http://www.dbg.co.uk/designemailmarketingmessagestobereadonsmartphones/1114?rss=800699540 Firms may want to design email marketing messages so that they can be accessed and read on smartphones, as these devices are gaining popularity. Gartner recently revealed that smartphone sales increased by 74 per cent across the globe over the last year. During the second quarter of the year, there was a 16.5 per cent increase in smartphone sales compared to the same period in 2010. Roberta Cozza, principal research analyst at the firm, said: "Smartphone sales continued to rise at the expense of feature phones. "Consumers in mature markets are choosing entry-level and mid-range Android smartphones over feature phones, partly due to carriers' and manufacturers' promotions." As a result, firms may want to focus on their email design to ensure smartphone owners can access and read them on the go. According to Nikki Moore, founder of award-winning blog girlgeekchic.com, the emergence of social media sites has driven the demand for smartphones.   Mon, 15 Aug 2011 http://www.dbg.co.uk/emailmarketingcouldbesenttomorehomesfollowingrolloutofsuperfastbroadband/1114?rss=800699381 Companies could soon be sending email marketing campaigns to more homes following the roll out of superfast broadband in the UK. According to the Guardian, the culture secretary Jeremy Hunt will be announcing which parts of the country will be receiving part of a £530 million investment into rolling out superfast broadband. The government hopes that telecoms companies will also contribute to the cause and help ensure 90 per cent of the UK's population has superfast broadband by 2015. Consumers with high-speed internet will be able to make and receive Skype phone calls, watch the BBC's iPlayer online and read any email marketing messages they may have been sent. Areas that are set to benefit from the £530 million investment, which should be followed by another £300 million cash injection, include Cornish fishing villages, towns in the Welsh Valleys and rural regions of Scotland. Firms could also find that they can send email marketing to more homes following Virgin Media's announcement last week. The internet service provider revealed that it will be rolling out its fibre optic broadband to another 100,000 homes by the end of the year.   Mon, 15 Aug 2011 http://www.dbg.co.uk/visitwaleslaunchesmultichannelmarketingcampaign/1114?rss=800697741 The tourist board of Wales, VisitWales, is launching a multi channel marketing campaign to attract people to the area for holidays and day-trips. It has signed up Gavin and Stacey star Joanna Page to promote the country as a holiday destination, reports Brand Republic. The tourism board will be rolling-out a series of TV ads on August 25th as well as a social media campaign. Facebook and YouTube will be showing the online ad, which stars a character called Piers Bramhall who is encouraged to go to Wales on holiday with his girlfriend. The couple will visit the country between September 5th and 11th and will document their experiences on Facebook. Another aspect of the multi channel marketing campaign will be online films by Welsh businesses, attractions and hotels encouraging the couple to visit them. People will also be asked to submit their own invitations to Piers. Ray Shaughnessy, creative director of the firm running the campaign, told the news provider: "It gives us a chance to challenge people's entrenched perception of Wales by working with them to create such an integrated campaign." Toyota will also be launching a multi channel marketing campaign to promote its Yaris model to younger drivers.   Fri, 12 Aug 2011 http://www.dbg.co.uk/emailmarketingcanbeverybeneficialifitiswellmanaged/1114?rss=800697742 Email marketing campaigns can be a great way to attract new business if they are well-managed and executed. Such is the suggestion of David Fischer, owner of Solutions for Growth, a marketing consultancy, who was writing for the Daily Easton. He wrote: "Email is an affordable tool that lets your business communicate effectively with customers, clients or members, and build strong, successful and lasting relationships." Subscribers to a firm's email marketing messages will welcome and engage with the communications as they want to receive them, Mr Fischer added. Email marketers have also been advised to include articles that will interest their audiences, offers for discounted goods, new services that are being offered and industry news in their communications. Bonnie Malone, director of Response Consulting, recently wrote on the Return Path blog that email marketers should practice KISS. This means keep it simple stupid, suggesting emails should be kept short and to-the-point.   Fri, 12 Aug 2011 http://www.dbg.co.uk/writingablogcouldbeimprovedthroughdataprofiling/1114?rss=800697748 Firms looking to start writing a blog in order to attract new business could benefit from employing data profiling. That is because data profiling can help companies determine what interests and engages their target audience, which means they can write content that consumers will read. Kevin Gibbons, director of search at SEOptimise, wrote about the benefits of setting up a blog on the Econsultancy blog. He wrote: "A blog can make a big difference to a small company's optimisation. If it's well written and useful then other industry figures will link to it and Tweet about it. "That way the search engines can see that your website is publishing regular, popular content that's naturally filled with your target keywords and other relevant terms." Mr Gibbons added that it can be time-consuming thinking of what to write so he suggests asking colleagues and employees for ideas at board meetings. Data profiling could also help in this way, as it will help firms see what type of content to write. Patricio Robles, tech reporter at Econsultancy, recently wrote on the firm's blog that blogging can help give companies a 'human face'.   Fri, 12 Aug 2011 http://www.dbg.co.uk/brandscouldtaketipsfromeconsultancyaboutmultichannelmarketingontwitter/1114?rss=800696376 Firms looking to employ a multi channel marketing campaign on Twitter could take some tips from Econsultancy. That is because the firm published a best practice guide for businesses using Twitter yesterday (August 10th). Companies can read case studies about how other B2C firms have used the micro-blogging site to their advantage, advice on how to get started on the site and the best way to engage consumers. Aliya Zaidi, research manager at the firm, said: "Consumers tend to use traditional feedback channels to make complaints or report customer issues, rather than for giving positive feedback. "It's far easier and quicker to send a message via Twitter which explains why a large proportion of users have praised brands on the site." A recent survey by Econsultancy found that consumers are more likely to be positive about firms on Twitter than negative, as 26 per cent have complained about a brand on the site compared to 58 per cent who have praised one. Tim Gibbon, director at communications consultancy at Elemental, recently stated that Twitter is still growing, meaning there will be chances for multi channel marketing campaigns.   Thu, 11 Aug 2011 http://www.dbg.co.uk/keepemailmarketingshortandsimple/1114?rss=800696386 Firms employing email marketing campaigns have been advised to keep their communications simple and to-the-point. Such is the advice of Bonnie Malone, director of Response Consulting, who was writing for the Return Path blog. She explained that the marketing technique of KISS (Keep It Simple Stupid) should be applied to email marketing campaigns, as technology keeps changing. Ms Malone wrote: "Keep the message focused. Be a critical editor and send only the most relevant, interesting content using the most straightforward approach. "It's all about them. Give subscribers a reason to respond by outlining clear benefits - and don't be so subtle." She added that it is fine to tap into the emotions of consumers in order to forge a relationship with them. Another technique that email marketers should employ is including a call to action in their messages in order to drive traffic to their website. Sending email marketing campaigns to smartphones could be beneficial as consumers are adopting the technology so they can check their social networks and emails on the go, according to Nikki Moore, founder of blog girlgeekchic.com.   Thu, 11 Aug 2011 http://www.dbg.co.uk/mobilesearchcouldbeimprovedbydataprofiling/1114?rss=800696396 Companies looking to boost traffic to their sites by using mobile search could find that data profiling is helpful. That is because firms will be able to find out how people search for items using their mobiles and the features they would like to see on a mobile site through data profiling. According to Ed Stevenson, managing director of paid search technology firm Marin Software, who was writing on the Econsultancy blog, there has been an increase in the number of people using search 'on-the-go'. He explained how businesses can create their best mobile search campaigns. "It's not necessarily important to have a mobile specific (or WAP) website for your brand, but you want to ensure that users get the most from your landing page," he wrote. "To do this, you need to evaluate what pages look like on standard phones (iPhone and Android) and fix those that show broken images or flash files." Another way in which firms can ensure they are making the most from mobile search is by focusing on local offers, as location can be used on mobiles, Mr Stevenson added. Nicholas Mcquire, research director at the IDC, recently predicted that the usage of smartphones and tablets will surpass that of computers.   Thu, 11 Aug 2011 http://www.dbg.co.uk/emailmarketinghelpsclothingbrandboostsales/1114?rss=800695124 Email marketing has once again been proven to be a lucrative channel for retailers looking to boost their sales and attract new customers. That is because leading clothing retailer Route One has found email marketing to be its most valuable form of promotion over the last month. The firm started to focus on segmenting their marketing database and delivering targeted emails to each group last month. Since then, the firm improved its deliverability rates from 50 per cent to 99 per cent and saw its email marketing revenue increase by 1,500 per cent. Neil Fitzpatrick, ecommerce manager at the brand, explained what its email marketing service provider did to help: "It builds up detailed profiles of who we are emailing, allowing us to send more relevant content which has increased response rates. "The training and advice we have received has been second to none and we are really looking forward to expanding our email channel in a much more organic and focused manner." Brands could send email marketing messages to more homes, as Virgin Media intends to roll out its 100MBps internet to another 100,000 properties across the UK by the end of the year.   Wed, 10 Aug 2011 http://www.dbg.co.uk/toyotatorunmultichannelmarketingcampaignaimedatyoungerconsumers/1114?rss=800695128 Car manufacturer Toyota intends to run a multi channel marketing campaign aimed at consumers aged between 20 and 30-years-old across Europe. Marketing Magazine reports that the brand will be promoting its 'B' segment Yaris model, which is a best-seller among older consumers. The brand will be investing £7.5 million into the multi channel marketing campaign, which will comprise humorous TV ads, direct and digital marketing. Lisa Fielden, brand development manager at Toyota GB, told the news provider: "Toyota, as a whole, sells to older consumers. "With the new Yaris, we wanted to signal a step-change, and reach out to a younger audience that hasn't considered Toyota before." One of the ways in which the firm could engage younger consumers is by using social media sites, such as Facebook and Twitter. According to Tim Gibbon, director of communications consultancy Elemental, Twitter has not reached its full marketing potential yet but the site is still growing.   Wed, 10 Aug 2011 http://www.dbg.co.uk/sendingemailmarketingtosmartphonesmaybebeneficial/1114?rss=800695132 Sending email marketing messages to smartphones may benefit firms as they may get a faster response, as more people are checking their phones on the go. According to Nikki Moore, a technology writer and founder of award-winning blog girlgeekchic.com, social media and emails are driving the adoption of smartphones in the UK. She said: "With the whole advent of being able to do web browsing and emails and social media, I think the fact that people have all those things accessible at any time on the go [is] why it's just taken off. "It's very desirable and people always enjoy it and people always have their phone with them because they're used to having normal mobiles from years gone by." As a result, brands may want to design their email marketing campaigns so that their messages can be accessed and read via a smartphone. Recent figures from the International Data Corporation (IDC) found that Apple shipped the most smartphones (20.3 million) around the globe during the second quarter of the year.   Wed, 10 Aug 2011 http://www.dbg.co.uk/dataprofilingcouldbeusefulformarketersusingtwitter/1114?rss=800693766 Data profiling and analysis could help firms planning to run a marketing campaign on Twitter. That is because a brand will be able to find out what engages and interests their customers who use the micro-blogging site through data profiling. This could be important as Twitter is a valuable platform for businesses looking to boost their sales, according to Aliya Zaidia, research director at Econsultancy. She created a guide for businesses looking to promote themselves via Twitter and the benefits of the site on the company's blog. Michelle Goodall, independent online PR consultant and Econsultancy trainer, said: "I believe that Twitter is not optional for brands and organisations in countries where Twitter is used by journalists, customers and other stakeholders. "A successful Twitter presence is a combination of a listening post and a connector between a brand and customers, partners, investors, analysts, staff, online correspondents etc." Advantages to using Twitter include being able to quickly and directly respond to any queries or criticisms lobbied at the brand, highlighting new services and products, monitoring a brand in real-time and engaging with customers. Data profiling can also help firms planning to launch a Foursquare page, as the creators have just made it easier to do so.   Tue, 9 Aug 2011 http://www.dbg.co.uk/emailmarketingcouldbesenttomorehomesaftervirginmediarollout/1114?rss=800693814 Email marketing campaigns could soon be sent to more homes following the roll out of fibre optic broadband by Virgin Media in the UK. The internet service provider, which has already rolled out its service to 73,000 homes in the UK, intends to extend the service to another 100,000 properties. Jon James, executive director of broadband at the firm, said: " By extending our unique fibre optic network to parts of the country previously outside our traditional heartland, we're ensuring more people can experience the compelling advantages that a superfast connection can bring and in doing so, support the government's digital ambitions." As a result, more people will have access to broadband speeds of up to 100MBPs, which firms employing email marketing campaigns can take advantage of. Soon, companies may be able to send email marketing campaigns to mobiles in rural areas. Richard Patterson, director at Broadband Expert, recently stated that the upcoming 4G auction by Ofgem should be used to improve rural broadband access.   Tue, 9 Aug 2011 http://www.dbg.co.uk/angeldelighttolaunchmultichannelmarketingcampaignonfacebook/1114?rss=800693817 Angel Delight will be launching a multi channel marketing campaign on Facebook to sell its new 'whip and freeze' product. Marketing Magazine reports that the brand will be giving away 45,000 samples to consumers who 'like' the product on the social network. It is also thought that the company will then sell the new product through other online channels and hit stores in 2012 if it is received well. The brand is also encouraging fans to suggest recipe ideas on Facebook, as well as asking them to vote for their favourite goods. Therefore, consumers will be able to get their hands on the vanilla-flavoured powdered dessert that can be mixed with water and milk and then frozen to make ice cream. Heinz also used Facebook to run a multi channel marketing campaign earlier this year. The brand sold special editions of its tomato ketchup with balsamic vinegar exclusively on the social network.   Tue, 9 Aug 2011 http://www.dbg.co.uk/firmsmaywanttoaddmultichannelmarketingfeaturestotheirownwebsites/1114?rss=800692593 Small and medium-sized businesses have been advised to add multi channel marketing features to their own websites. Such is the advice of Jason Rosenthal, chief executive of Ning, which is a website creation firm that has just launched its first office in the UK. He told the Daily Telegraph that a firm's website can be listed below its Facebook or Yell page in Google results. "Sometimes you need to scroll to the second page of search results to find the company's actual website, which is the identity they should be controlling online and using to interact with current and potential customers," Mr Rosenthal told the news provider. Multi channel marketing features that could be added to a website include video content, a blog, forum and events page. Alternatively, companies may want to use Twitter as part of their marketing campaigns as the social network has not reached its full potential yet. That is according to Tim Gibbon, director of communications consultancy Elemental.   Mon, 8 Aug 2011 http://www.dbg.co.uk/datacleansingisvitalforasuccessfulemailmarketingcampaignclaimsexpert/1114?rss=800692599 Data cleansing is important for firms employing email marketing campaigns, as it will prevent them from sending what could be seen as spam to consumers. Such is the opinion of Guy Hanson, expert in email marketing at dbg, who was writing for the DMA email blog. He explained that some common mis-spelt email addresses can be redirected to other websites, making them appear to be valid domains. If this is the case, the email marketer will not receive any bounce notifications and will not realise that the address is invalid, meaning they may continue sending spam. Mr Hanson suggests implementing data cleansing and deduplication to ensure a marketing database contains only valid addresses. This can also be achieved by using double-entry of an email address and a validated opt-in feature. He concluded: "Ultimately, it's all about recognising that good data hygiene practices are fundamental to a healthy set of sender reputation metrics. "Good email marketers will already know this, but even for them the science of email deliverability is not as black and white as was once the case." Melinda Plemel, senior receiver relationship manager at Email Intelligence Group, who was writing for the Return Path blog, recently advised firms to send email marketing to Gmail accounts as this service is attracting new users at a fast rate.   Mon, 8 Aug 2011 http://www.dbg.co.uk/burtonsnowboardsboostsalesthroughemailmarketing/1114?rss=800692438 Burton Snowboards has boosted its online sales by employing email marketing. The company has witnessed a 170 per cent increase in revenue per email, as it implemented data analysis to send targeted and relevant communications. It was found that 73 per cent of Burton's customers since 2009 were one-time buyers, meaning a significant investment would have to be made to make them repeat customers. Following this data analysis, the retailer created email marketing messages containing content that would engage their customers. As a result, the firm enjoyed a 15 per cent rise on click-through rates, a 76 per cent boost in average per order value and a 170 per cent increase in sales. Scott Olrich, chief marketing and sales officer at the email marketing firm who helped Burton, said: "Burton understands that customer relationships are increasingly digital, interactive and dynamic, and that the way to manage these relationships is to leverage technology that allows marketers to individualise these customer interactions." Small businesses were recently advised to focus on just one or two promotional techniques, such as email marketing, to ensure they do not waste money, wrote Peter Schlegel, director of Agillic, on the Econsultancy blog.   Mon, 8 Aug 2011 http://www.dbg.co.uk/engagingemailmarketingmessagesaremoreimportantformobiles/1114?rss=800691085 Firms employing email marketing have been advised that reputation and engagement is even more important when messages are being sent to smartphones. Such is the suggestion of Julia Peavy, director of Response Consulting, who was writing for the Return Path blog. She explained that sending email marketing messages that are relevant to the consumer is important when they are sent to smartphones, as people tend to check their inboxes on the go. Ms Peavy wrote: "Determine which platforms are being used to read your email with tools … If you have a growing segment of subscribers who are reading your email on certain mobile devices, develop your strategy around this." Email design will also be different for messages sent to smartphones than those sent to desktop computers so firms have been advised to conduct some research in this area. A recent study by Return Path found that there has been an 81 per cent growth in the number of people accessing emails via their mobiles, suggesting this is an important medium to get involved with. Richard Evans, an email marketing specialist, recently wrote on the DMA blog that firms should use customers' interactions to create engaging emails.   Fri, 5 Aug 2011 http://www.dbg.co.uk/dataprofilingcouldhelpfirmssettingupafoursquarepage/1114?rss=800691176 Data profiling could help brands setting up a Foursquare page, as they will be able to determine what interests and engages the consumers on the website. More firms may be setting up a page on this site, as the social media platform launched self-serve pages on August 2nd. This makes it easier for companies to set up their own page on the platform, as they will not need approval from the owners to launch it. Patricio Robles, tech reporter at Econsultancy, wrote on the firm's blog that Foursquare claims it has plenty of opportunities for marketers. Firms can set up a multi channel marketing campaign, as check-ins made on the site can also be posted on Facebook and Twitter. Mr Robles wrote: "Given that Foursquare's service is centred on the concept of the 'check-in', Foursquare is naturally going to appeal to consumer-facing businesses that have physical locations (think restaurants, retailers, etc)." Data profiling can also benefit firms running campaigns on Twitter, as they can determine what attracts followers. Tim Gibbon, director of communications consultancy Elemental, recently stated that Twitter is still growing.   Fri, 5 Aug 2011 http://www.dbg.co.uk/emailmarketingcampaignscouldbesenttosmartphonesasmorebritsownone/1114?rss=800691178 Email marketing campaigns could be sent to smartphones, as more Brits are buying them. According to Ofcom's Communications Marketing Report, which was released yesterday (August 4th), 27 per cent of British adults now own a smartphone. Of these, 59 per cent have obtained their smartphone over the last 12 months. James Thickett, Ofcom's director of research, said: "Ofcom's 2011 Communications Market Report shows the influence that communications technology now has on our daily lives, and on the way we behave and communicate with each other. "Our research into the use of smartphones, in particular, reveals how quickly people become reliant on new technology, to the point of feeling addicted." The report found that 81 per cent of smartphone owners keep their phones on at all times, with 38 per cent of adults admitting they have used their mobile after it has woken them at night time. As the majority of consumers seem to have their phones on all day they will be able to check their inboxes and email marketing messages whenever they like. Using a mobile to access emails has increased by 81 per cent over the last 12 months, according to a study by Return Path.   Fri, 5 Aug 2011 http://www.dbg.co.uk/somefirmswaryofusingmobilesintheirmultichannelmarketingcampaigns/1114?rss=800684604 Some businesses may be unsure about investing in mobile advertising that may be run as part of their multi channel marketing campaigns. Patricio Robles, tech reporter at Econsultancy, wrote on the firm's blog that some companies are unsure about spending money on mobile advertising due to a lack of return on investment. A new survey by Relevancy Group found that 43 per cent of companies will not be increasing their mobile ad spend this year. However, 93 per cent of firms would invest more heavily in this channel if they were sure of a high return on investment. He wrote: "The mobile is a powerful device through which massive audiences can be reached. "But advertisers should keep in mind that the mobile is also a very personal device, making the potential to annoy far, far greater." Therefore, firms thinking of employing mobiles in their multi channel marketing campaigns may want to ensure they do not bombard their customers with ads as this may annoy them. Nicholas Mcquire, research director at IDC, recently stated that the usage of smartphones and tablet devices will soon surpass personal computers.   Thu, 4 Aug 2011 http://www.dbg.co.uk/datasecurityshouldbeappliedbyserviceproviders/1114?rss=800684612 Email marketing service providers and social media sites should impose their own data security to keep consumers safe. Such is the suggestion of Rik Ferguson, director of security, research and communications for Europe, the Middle East and Africa at Trend Micro. He said: "We want to see partnerships with people like Facebook, Twitter, Myspace, whoever, so they can try to [prevent] things like the posting of malicious links or anything that's going to compromise the security of their users. "That's one side of the argument - it's happening and it definitely needs to happen more." Data security on social media sites and in marketing databases is becoming a more important issue as there have been several high-profile hacks in recent months. The Federation of Small Businesses has found that a quarter of small businesses have been put off from buying and selling online due to the risk and fear of e-crime, it was reported by publicservice.co.uk on August 2nd.   Thu, 4 Aug 2011 http://www.dbg.co.uk/smallbusinessesmaywanttofocusonemailmarketing/1114?rss=800684515 Small businesses have been urged to focus on just one or two promotional techniques, such as running an email marketing campaign. Peter Schlegel, director of Agillic and guest blogger of Econsultancy, made this suggestion on the company's blog. He wrote: "Most small teams really only have room for one or a maximum of two more technologies that they can operate well enough to maximise returns on the time and money invested. "So when implementing selective participation you face the unpleasant situation of only being able to afford very few 'yes' decisions." This may mean that small firms cannot launch a campaign on the latest social media site or mobile platform but this ensures they will not risk losing money, Mr Schlegel added. Instead, companies may want to employ email marketing campaigns to attract new business and engage with both new and existing customers. Whichever marketing technique a firm employs, it needs to be aware that it is an ongoing process, according to Matt Eve, author of the Essential Guide to Small Business Online Marketing.   Thu, 4 Aug 2011 http://www.dbg.co.uk/dataprofilingcouldhelponlineretailerscreatemobileoptimisedsite/1114?rss=800675132 Data profiling could help online retailers create a mobile optimised site that consumers are happy to use. This could become more important as a greater number of Brits are starting to use their mobiles to access retail sites. According to recent figures from comScore, the number of Brits who accessed retail sites using a mobile over the three months ending May 2011 increased by 163 per cent compared to the same period last year. Jeremy Copp, comScore Europe vice-president of mobile, said: "This trend represents both an opportunity and a threat for retailers. "While mobile access offers retailers incremental occasions to engage with customers, it also provides customers the ability to easily compare prices at competing retailers while inside a particular retailer's store." He added that retailers need to understand mobile shopping behaviour in order to navigate the channel successfully. Data profiling can help in this respect, as it can help brands discover what engages consumers and the aspects of a mobile optimised site they do not like. According to Nicholas Mcquire, research director at the IDC, the usage of smartphones and tablet devices will surpass that of personal computers.   Wed, 3 Aug 2011 http://www.dbg.co.uk/howtosendemailmarketingcampaignstogmailaccounts/1114?rss=800675135 Firms employing email marketing campaigns may be tempted to send their messages to Gmail accounts, as this service is attracting new users at a faster rate than Yahoo! or Hotmail. Such is the suggestion of Melinda Plemel, senior receiver relationship manager at Email Intelligence Group, who was writing for the Return Path blog. She explained that Google decides if emails sent in bulk are spam based on their users' behaviour. "As email arrives, Gmail measures how many times email is automatically delivered to the inbox or the spam filter and how many times a user manually reports an email as spam or not spam," Ms Plemel wrote. "A formula taking into account these four actions is then used to calculate the sender's reputation that will determine future deliverability." Therefore, companies sending email marketing messages to these accounts will have to tailor their communications to their customers to ensure they are not marked as spam. Typical users of a Gmail account are young men aged between 18 and 34 who are college-educated and non-religious, Ms Plemel added. Companies engaging in email marketing campaigns need to ensure it is a continual process, suggested Matt Eve, owner of betterbusiness.co.uk.   Wed, 3 Aug 2011 http://www.dbg.co.uk/usecustomersinteractionstocreaterelevantemailmarketingmessages/1114?rss=800674896 Companies wanting to create a personalised and relevant email marketing campaign can do so in a number of ways. According to Richard Evans, director of marketing at an email marketing firm, who was writing on the DMA blog, firms should continue to gather data on their customers. He wrote: "From that very first message, you should be using each recipient interaction or lack of interaction to tailor future communications. "And, you should be driving the recipient to take further action on your website to gather more data points that you can then use to continue the dialogue in a meaningful way." Another way in which a company can create a tailored email marketing campaign is by using past click and open behaviour of a customer. This information will help firms determine what time to send their email marketing messages to ensure they are opened and decide which content interests and engages their customers, Mr Evans added. A recent survey by eMarketer found that the majority of people aged over 34 prefer email marketing to social media campaigns, Wendy Schollum wrote for Hawke's Bay Today.   Wed, 3 Aug 2011 http://www.dbg.co.uk/emailmarketingmaybepreferredbyconsumersagedover34/1114?rss=800673422 Companies trying to attract customers aged over 34 may want to employ email marketing. That is because the majority of people aged over 34 years prefer traditional forms of communications, such as email marketing campaigns, to social media platforms, Wendy Schollum wrote. The web strategist and managing director of Xplore was writing for Hawke's Bay Today about the benefits of email marketing messages. She cited a survey by eMarketer, which found that 86 per cent of the surveyed internet users share content via email and that every age group except for 18 to 24-year-olds preferred email to Facebook. Ms Schollum wrote: "When considering what cost effective, digital marketing mediums your business should be investing in don't make the mistake of overlooking the tried and true email marketing communications in exclusive favouritism of the shiny new social media options available." The adoption of smartphones and tablet devices could also affect firms employing email marketing, as they will have to make sure that the messages can be read on the devices. Nicholas McQuire, research director at the IDC, recently stated that smartphones will overtake the use of computers.   Tue, 2 Aug 2011 http://www.dbg.co.uk/dataprofilingmayaidfirmsusingtwittertoattractnewcustomers/1114?rss=800673495 Data profiling could prove useful for firms using Twitter to win new customers, as the micro-blogging site looks set to continue expanding its marketing offerings. Tim Gibbon, director at communications consultancy Elemental, stated that the social network has not reached its full potential yet. He said: "Twitter is still growing and doesn't appear to have reached critical mass. Twitter is developing its own tools to distinguish its position in the marketplace as it seeks to generate more revenue and improve services." Currently the social media site has 200 million registered users but the owners want to expand this even further. They have recently hired their first ever vice-president of consumer marketing - Pam Kramer. The role involves building the brand and growing the number of registered users on the site. If this is a success, firms could find they reach more customers using the social network than before. Data profiling may therefore be useful as this can determine what engages and interests a firm's target audience.   Tue, 2 Aug 2011 http://www.dbg.co.uk/dataqualitycouldhelpcleanupamarketingdatabase/1114?rss=800673498 Data quality could be useful for firms that want to ensure their marketing database is accurate and up-to-date. Having an accurate database is very important for companies employing email marketing, as this will reduce the number of email bounces they receive. That is the suggestion of Navin Chandani who was writing for the Business Standard about how to prevent emails from being marked as spam. He wrote: "Invest in list hygiene and segmentation: If you are not investing time in cleaning and updating the email addresses of your customers and prospects, then you might have lots of invalid users in the database which you probably started building months or years ago, and will notice huge email bounces." Another feature that may help a business avoid being marked as a spammer by internet service providers is an opt-out option. This means that consumers can opt-out of being sent email marketing messages rather than labelling them spam. Businesses using this medium have been advised that it is an ongoing process by Matt Eve, author of the Essential Guide to Small Business Online Marketing.   Tue, 2 Aug 2011 http://www.dbg.co.uk/emailmarketingcampaignscouldbesenttoruralmobilesinthefuture/1114?rss=800640265 Email marketing campaigns could be sent to mobile phones in rural areas if 4G is used to improve access to mobile broadband in these areas. Last week, the Communications Consumer Panel urged Ofcom to use the 4G auction for 2013 as an opportunity to improve mobile broadband access in rural parts of the UK. Richard Patterson, director of Broadband Expert, which informs consumers about how to purchase internet access, commented on the introduction of 4G in rural areas. He said: "The introduction of 4G is a massive opportunity to bring better broadband coverage to those in rural areas with poor or no coverage and shouldn't be underestimated." Mr Patterson added that investing in additional mobile towers to bring 4G mobile broadband coverage to rural areas is the best and most economical way of bringing good quality broadband to "rural not-spots". If 4G is used to improve mobile broadband access across the country, consumers in rural areas may be more likely to use their phones to check their inboxes and read email marketing messages on the go.   Mon, 1 Aug 2011 http://www.dbg.co.uk/uktvlaunchesmultichannelmarketingcampaigntopromotereally/1114?rss=800640268 UKTV has unveiled a multi channel marketing campaign to promote the launch of its female-focused channel Really on Freeview. Campaign Live reports that the channel will be available on the platform from tomorrow (August 2nd). As a result, UKTV is running multi channel marketing campaigns on social media sites, in magazines and on gossip websites. It is promoting the extension of the channel into another 19 million homes in the UK with campaigns on Facebook and Twitter, by taking over the Heat magazine website and setting up a pop up beauty salon in Soho, London. Kerry Yates, head of network marketing at UKTV, told the news provider: "Really is one of those brands that gets people talking, whether they are consuming our programmes on TV, online or on our social media spaces, and we've used this insight in our advertising creative." The channel broadcasts classic British shows, such as Don't Tell The Bride, one-off documentaries including Extraordinary Breastfeeding, and shows from the US like Tool Academy US.   Mon, 1 Aug 2011 http://www.dbg.co.uk/anincreaseinsmartphonesandtabletdevicesmayimpactemaildesign/1114?rss=800640271 Firms engaging in email marketing campaigns may have to change their designs to ensure that their messages can be read on portable devices. That is because the use of smartphones and tablet devices is expected to outstrip the use of personal computers over the next few years. Such is the suggestion of Nicholas Mcquire, research director at the International Data Corporation (IDC), who was speaking to the Financial Times Connected Business podcast. He said: "We believe that by the end of this year there will be roughly about 1.3 million apps available on smart devices, and that compares to roughly about 75,000 apps available on PCs. "We've also seen smartphones and tablets combined grow and usurp PCs as the predominant device in terms of shipments worldwide as well." Therefore, more consumers may be reading email marketing messages on smart devices, which may impact the communications' design. Colm Bracken, group search director at Microsoft, recently stated that more people are starting to adopt smartphones, boosting the number of mobile searches being made.   Mon, 1 Aug 2011 http://www.dbg.co.uk/businessestoldtomakeemailmarketinganongoingfocus/1114?rss=800638671 Companies engaging in email marketing campaigns have been advised to make it an ongoing focus by an expert. Matt Eve, owner of betterbusiness.co.uk and author of the Essential Guide to Small Business Online Marketing, gave this advice. He said: "The first piece of advice is that marketing needs to be a continual process and not something that you start and stop. "Regardless of whether online or offline - you need to have a calendar and say 'every month we are going to do something and this is what we're going to do'." Mr Eve added that this advice applies to firms engaging in direct mail marketing or email marketing campaigns. Firms tend to send email marketing messages, as they have high response rates and can lead to sales enquiries, he added. Tom Sather, director of professional services at Return Path, recently wrote on the company's blog that adding video content to email marketing messages can boost response rates by as much as 44 per cent.   Fri, 29 Jul 2011 http://www.dbg.co.uk/companiesmaywanttopromoteethicalworkintheiremailmarketing/1114?rss=800638672 Brands may want to promote their ethical work in their email marketing messages or multi channel marketing campaigns. That is because around 91 per cent of consumers look up a company's ethical and corporate governance before buying anything from them. Such is the finding of a poll of 1,000 people by 23red, reports Marketing Week. It also found that 74 per cent of Brits want to know more about the behaviour of a company before purchasing an item from them, while 60 per cent state that a firm's environmental policy affect's their decision. Therefore, firms looking to boost their sales may like to promote their ethical or environmental work in their email marketing messages or social media campaigns. Brands including Aviva and Virgin Money have recently signed up to the Start Day campaign, which may help them promote their ethical work. That is because companies involved in the initiative will be promoting sustainable ways of living to consumers through multi channel marketing campaigns.   Fri, 29 Jul 2011 http://www.dbg.co.uk/addingvideostoemailmarketingcanboostresponserates/1114?rss=800637232 Adding video content into email marketing messages can help boost response rates and now firms will be able to achieve this. Tom Sather, director of professional services at Return Path, wrote on the company's blog that firms can increase their sales by 44 per cent by using videos in their emails. However, this has been a problem to do in the past, as many email providers mark videos as spam. Now, Hotmail has made it possible for firms to include videos in their email marketing campaigns if the recipient can support HTML5 on their computers or smartphones. Mr Sather wrote: "The good thing about HTML5 is that emails can be coded to play video upon opening, but please keep the sound off, or display a static image if the email reader doesn't support HTML5 yet. "Even better, more people are checking email on their mobile devices, specifically their Apple iPhones and iPads fully support HTML5." Email marketing is also a good way of developing a relationship between a firm and its customers, James Bunting wrote on the Direct Marketing Association blog recently.   Thu, 28 Jul 2011 http://www.dbg.co.uk/dataprofilingmaybenefitcompaniesusinggoogle/1114?rss=800637247 Data profiling could benefit companies that are using Google+ to attract and engage with consumers. That is because data profiling can help these firms discover what interests and engages their target audience on the new social network. More companies may be considering running multi channel marketing campaigns on the new service, as it has attracted more than 20 million users since its launch three weeks ago, according to figures from comScore. Google+ is still smaller than Facebook but the social network is gaining ground in terms of online advertising spend. Rob Enderle, technology analyst based in the US, told ABC News: "Google+ thus simplifies consumers' online social networking life and has allowed them to start over choosing their 'friends' more judiciously, preserving the quality of the experience." Rachel Hawkes, account director at communications consultancy Elemental, recently suggested that the Circles feature of the social network will benefit brands. That is because it will enable firms to market to targeted groups of people.   Thu, 28 Jul 2011 http://www.dbg.co.uk/emailmarketingcampaignscouldbesenttomobiles/1114?rss=800635581 Firms looking to engage and interact with customers may want to send email marketing messages to smartphones. That is because more people are starting to obtain smartphones, meaning they may check their inboxes on the go or at weekends when they are not near a PC. Colm Bracken, search group director at Microsoft, commented on the penetration of smartphones in the UK and the impact this is having on marketers. He said: "Mobile search is something that's becoming massively popular and it's being driven by the amount of smartphone penetration. "I think currently 35 per cent of the population has a smartphone - this is predicted to grow to 50 per cent next year, according to Morgan Stanley." Mr Bracken added that consumers are now spending more time on the internet due to mobile broadband. Sending email marketing to mobile phones could be beneficial for firms as this medium can help build up a relationship of trust between a customer and a brand. Such is the opinion of James Bunting, who was writing on the DMA email marketing blog. He added that frequent communications can help develop this relationship.   Wed, 27 Jul 2011 http://www.dbg.co.uk/dataprofilingmaybeafocusofinvestmentasmcommercebecomesmorepopular/1114?rss=800635584 Data profiling could become a focus for retailers investing in e-commerce and m-commerce platforms this year. That is because data profiling can help a brand determine where it is going wrong and which elements of its marketing campaign are going well. According to the latest IT in Retail report by Martec International, the majority of top UK retailers are increasing the amount of their marketing budgets they spend on these platforms from 17 per cent in 2010 to 23 per cent this year. It was also found that 16 per cent of the retailers polled now use m-commerce compared to five per cent last year, while another 12 per cent plan to adopt the channel soon. The research also showed that 24 per cent of the firms polled will be setting up a transactional website for the first time in 2011. Data profiling could also come in handy for this as building a mobile site is not just redirecting traffic from the URL, according to Rob Thurner, mobile consultant at IDM.   Wed, 27 Jul 2011 http://www.dbg.co.uk/voguecomtoemploymultichannelmarketingindecember/1114?rss=800635595 Luxury fashion publication Vogue.com will be extending its multi channel marketing offerings in December when it hosts an online fashion week. The brand will be hosting the fashion week from December 5th to 9th to coincide with consumers' Christmas shopping, reports Brand Republic. As part of the campaign, the website will be showcasing one-off collections, offering discounts and providing exclusive content, such as videos of retailers creating their designs. Some of the proceeds from the week will be donated to charity. The Conde Nast-owned publication is also undertaking multi channel marketing, as it will be displaying its content on an iPad app in the US following a new deal with Flipboard, while it may possibly support its fashion week using social media campaigns in the UK. Dolly Jones, editor of Vogue.com UK, told the news provider: "It is not just for big retailers, but independents too and, depending on how exciting their work is, we will give them more space." Some brands have recently signed up for Start Day, a sustainability initiative, which will involve multi channel marketing campaigns promoting the benefits of buying sustainable food and reducing energy use.   Wed, 27 Jul 2011 http://www.dbg.co.uk/dataprofilingcouldhelpfirmsengageolderinternetusers/1114?rss=800633971 A greater number of older people are starting to use the internet, so data profiling may be useful for firms trying to engage with this demography. That is because data profiling can help a firm discover what interests and engages their target audience. Edd Dawson, editor of broadband.co.uk, which is a price checker for the internet, stated that there are a huge number of pensioners online and more are signing up. He said: "Facebook is one of the biggest growth areas in [terms of being used by] the older generation. "People are now using it to keep in touch with grandchildren and children." As a result, companies may want to target their advertising on Facebook to older people, as they may have more disposable income. Email marketing could also be a good way of engaging the older generation, as the frequent communication can help develop a relationship between the firm and its customers, according to James Bunting who was writing on the DMA blog.   Tue, 26 Jul 2011 http://www.dbg.co.uk/morebrandshavesignedupformultichannelmarketingforstartday/1114?rss=800633974 More companies have signed up for Start Day, which will use multi channel marketing campaigns to encourage consumers to lead more sustainable lives. Brand Republic reports that Aviva, P&G and Virgin Money are just some of the latest firms to sign up to the sustainability initiative, which is being led by Start, the Marketing Society and Business in the Community. All of the brands involved will use multi channel marketing in the mediums of print, social media, radio and direct marketing. They will all run individual campaigns but they will be connected together by the strapline "Start something good today". Liz Tinlin, chief marketing officer at Start, told the news provider: "The power of the campaign lies in the fact that simple, positive messages will reach consumers from different directions across the media - all at the same time." It aims to encourage consumers to buy sustainable food, use sustainable transport and reduce their energy and water usage. Dominos Pizza will also be employing multi channel marketing in coming months as it looks to utilise its online success to its advantage, as online sales reached £85 million in the 26 weeks ending June 26th.   Tue, 26 Jul 2011 http://www.dbg.co.uk/searchcouldbecomplementarytoemailmarketing/1114?rss=800633979 Search can be used by small and medium-sized enterprises to complement other media channels, which may include email marketing. That is according to Colm Bracken, group search director at Microsoft, who added that consumers may see an ad or email and then conduct a search on the company. He said: "There's a few different ways they play out. One of them is it extends all the other media campaigns that they run. "So there isn't much point having a TV campaign that drives search and not having a search strategy. So it complements other forms of media. The other thing to mention is it amplifies other sorts of media." Mr Bracken added that search can help drive offline sales too, as consumers may see an ad or email marketing campaign and then search to see where their nearest store is. This may be useful information for firms looking to employ email marketing sent to smartphones, as consumers may receive one of these messages and look up the company when they get to a computer. According to Jon Mew, head of mobile and operations at the Internet Advertising Bureau, mobiles offer marketers new opportunities.   Tue, 26 Jul 2011 http://www.dbg.co.uk/dominostoincreasemultichannelmarketingspend/1114?rss=800632464 Pizza brand Dominos looks set to increase its multi channel marketing spend, following a boost in profits. Marketing Week reports that the takeaway firm saw its profits increase 14.8 per cent from £17.5 million to £20.1 million in the 26 weeks ending June 26th. The main impetus for this boost in profits was online sales, which reached £85 million over this period, compared to £56.9 million last year. Now, the brand intends to follow this success by increasing its spend on multi channel marketing. It will be launching new campaigns on Facebook and using QR codes as a promotional tool. Chris Moore, chief executive of the firm, told the news provider: "Our marketing spend to the year end will be three times the amount for the second half of 2010 and, combined with some great new products and a heavyweight brand campaign in the coming months, we are very excited about the future." Another brand that will be expanding its multi channel marketing offerings is Manchester City Football Club, which has launched a new app for the iPhone that includes music relating to the team.   Mon, 25 Jul 2011 http://www.dbg.co.uk/developarelationshipwithcustomersthroughemailmarketingmessagesexpertsays/1114?rss=800632466 Firms could develop a relationship with their customers through email marketing, as frequent communication can be made with them through this channel. Such is the opinion of James Bunting, director of strategy and research at the Communicator Corp and member of the Direct Marketing Association's (DMA) email council. He wrote on the DMA blog: "Due to the cost effective nature of email, it is possible to talk very frequently to your prospects and customers. "Use these frequent communications as a tool to build a relationship and encourage the recipient to purchase rather than simply trying to sell to them at each stage." He added that companies engaging with email marketing should promote subscription as often as possible and review the signing-up process, as well as making sure emails meet their customer's expectations. More firms may want to send email marketing communications to smartphones, as global shipment of these devices is expected to reach one billion by 2016, according to Juniper Research.   Mon, 25 Jul 2011 http://www.dbg.co.uk/emailmarketingcouldprovemoreeffectivethancampaignsonsocialmedia/1114?rss=800632474 What a firm hopes to achieve with its advertising may affect its choice between email marketing or campaigns on social media sites. That is because there are certain things that social media campaigns cannot do, which email marketing may be able to achieve. According to Patricio Robles, tech reporter at Econsultancy, who was writing for the company's blog, social media sites cannot eliminate criticism. In fact, a firm's response to criticism on a social media site can make it worse, while email marketing allows companies to deal with the complaint quickly and in private. Mr Robles added: "Long gone are the days when being on Facebook or Twitter meant you were ahead of the curve. "Today, 'everybody' is on social media, meaning your social media presence is only as cool as you are." Niche retailers may like to run a multi channel marketing campaign using Twitter, as this can be a successful channel for them. That is according to professor Joshua Bamfield, director of the Centre for Retail Research, who stated that niche retailers will be able to build up a customer base through the social networking website.   Mon, 25 Jul 2011 http://www.dbg.co.uk/firmsadvisedtotesttheiremailmarketing/1114?rss=800630551 Companies have been advised to regularly test their email marketing to ensure it is a success and to make improvements if it is failing. A new report by Econsultancy and an email marketing company has found that just 32 per cent of UK firms are testing their email marketing, suggesting that most companies are sending their communications from their databases blindly. This means that they will not know if their messages are being marked as spam, reaching inboxes or even being opened. If these are monitored, the campaign could be improved and made more successful. It was also found that the majority of those who do conduct testing analyse their subject lines and spam testing, while just 40 per cent of firms conduct A/B split testing. "Testing email marketing means users can work out what works best for their audience, brand and organisation," states the report. Another way in which businesses can improve their marketing campaigns is by expanding their databases, which can be achieved by offering consumers incentives for signing up to newsletters, it was suggested by Charles Nicholls to Biz Community.   Fri, 22 Jul 2011 http://www.dbg.co.uk/manchestercitytodelveintomultichannelmarketing/1114?rss=800630554 Manchester City Football Club will be delving into multi channel marketing by launching a mobile app to boost awareness of the team. Brand Republic reports that the football club has launched its first music app, which is free to download. It will feature songs, such as Blue Moon which is the team's signature tune, and compositions by Oasis, Fatboy Slim and Doves, to name but a few. Richard Ayres, head of digital at the club, told the news provider: "We are using technology to increase audience reach and engagement." Other multi channel marketing offerings from the club will include a digital database containing information about players and their recent performances. Season ticket holders will also be able to enjoy augmented reality content and the ability to collect points that can be used to bid on 'money can't buy' experiences at the club's auction site. Manchester City was formed in 1880 and has remained in the top flights of the Premier League for decades. The club won the FA Cup this year.   Fri, 22 Jul 2011 http://www.dbg.co.uk/companiescouldsendemailmarketingtosmartphones/1114?rss=800630556 Firms engaged in email marketing may want to design their messages so that they can be read on smartphones. That is because more and more people across the globe are adopting the devices, which offers plenty of marketing opportunities to businesses. Such is the opinion of John Mew, head of mobile and operations at the Internet Advertising Bureau, who explained some of the ways firms can use smartphones for marketing purposes. He said: "For example, adverts can be location-based, with functionality like maps and 'find your nearest', you can have click-to-call functionality, you can embed video and brands can make their message more engaging and fun with adverts that can be shaken, tilted, touched and interacted with in a variety of new ways." Firms can also send email marketing to smartphones, as more Brits are accessing their inboxes on the go. Sending messages to these devices could also mean more people receive them, as global smartphone shipments are expected to reach one billion a year by 2016, according to Juniper Research.   Fri, 22 Jul 2011 http://www.dbg.co.uk/firmsadvisedtoofferincentivestoexpandmarketingdatabase/1114?rss=800628826 Firms employing email marketing have been advised to offer incentives to consumers to expand their marketing database. Such is the suggestion of Charles Nicholls, founder and chief strategy officer at Seesaw, who was talking to Biz Community. He told the news provider: "Perhaps we should be looking at search and social as a stepping stone - beginning to build a relationship - which ultimately will probably only turn into a sale after a sequence of touches." Ways in which firms can extend their marketing database is by offering discounts, freebies or sale updates in their email marketing, he added. By doing this, companies can encourage consumers to subscribe to their email marketing messages and newsletters. Roger Llewellyn, chief executive of Kognito, who was writing for the Drum, recently stated that firms should use their data analysis results to run targeted email marketing campaigns. He added that 64 per cent of consumers prefer to receive emails that are relevant to them.   Thu, 21 Jul 2011 http://www.dbg.co.uk/multichannelmarketingontwittercanbenefitnicheretailers/1114?rss=800628927 Multi channel marketing on Twitter may be beneficial for retailers that sell niche products, as they will be able to build up a customer base. Such is the suggestion of Professor Joshua Bamfield, director of the Centre for Retail Research, who added that businesses need to have something to say when they tweet. He said: "There are a lot of new retailers selling interesting products that aren't easily available elsewhere where tweeting can be [used] about new products, extensions of ranges and new shops." Professor Bamfield added that regular tweeting is just one way in which firms can use multi channel marketing to their advantage but they also need to build up a community, which means they need to have new products coming through. On July 19th, the 2011 American Express Spendsetters report revealed that 46 per cent of consumers are trying to support their local community by shopping in nearby retailers. More and more of these consumers are using social networks, such as Twitter, to find their local shops, it concluded.   Thu, 21 Jul 2011 http://www.dbg.co.uk/mobilesoffercompaniesthechancetosendtargetedemailmarketing/1114?rss=800628928 Companies who want to send targeted email marketing campaigns may want to consider sending communications to mobile phones. That is because mobile advertising has plenty of opportunity for firms to send targeted campaigns to potential customers, Jon Mews, director of mobile and operations at the Internet Advertising Bureau, has claimed. He said: "On mobile it's key that advertisers think about optimising their creativity for a mobile device and that the ads are relevant. "The targeted nature of mobile means you have the opportunity to make advertising more relevant than on any other media." Mr Mews added that consumers are often more engaged and respond more quickly to ads sent to mobiles, which may include email marketing, than any other channel. A survey by YouGov, which was released on July 18th, found that awareness of sending ads to smartphones is high. Over the last three months, 46 per cent of Apple customers have received an ad or email marketing message on their phone, while 42 per cent of O2 and 40 per cent of 3 customers have received messages.   Thu, 21 Jul 2011 http://www.dbg.co.uk/retailerstoincreaseinvestmentinmultichannelmarketing/1114?rss=800627456 The top 100 UK retailers intend to increase their investment in multi channel marketing this year. That is according to a new report by Martec-International, which found that these firms are planning to spend a greater percentage of their marketing budgets on e-commerce and m-commerce platforms. Retailers will increase how much of their budgets they spend on multi channel marketing to 23 per cent, compared to 17 per cent in 2010. The IT in Retail report found that some of these firms will