Expert Reports

  • How to be Successful in Mobile Advertising

    16 February 2015

    With 34.8 million active Smartphone users in the country, UK mobile traffic has now overtaken desktop traffic. Despite this rapid growth, many brands still fail to maximise their mobile marketing potential when compared to other channels.

    In this expert report, various mobile advertising options are explored. Each option is accompanied by clear analysis and statistics to help you make the right decision when developing your mobile marketing strategy.

    Download now, and discover:

    • What the growth of mobile means for you
    • The myths surrounding mobile marketing
    • What should be on a successful mobile campaign checklist

    Whitepaper
    Sponsored by: Quantcast
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  • Data: What Do You Really Need?

    06 February 2015

    The starting point of a data acquisition strategy must come from an understanding of the consumer. In the UK, web pages are accessed 68.1% of the time on desktop computers, 24% on mobiles, 6.8% on tablets and the remainder on other devices¹. 

    Understanding where to capture data also gives a realistic idea of what information can be captured, across multiple platforms and devices.

    In this expert report, nine different consumer touchpoints (from desktop websites to transactional engagements) are assessed to see how they can deliver maximum value when it comes to data capture. This is followed by a guide of how to safeguard, prepare and employ this data to ensure the greatest returns.

    Download now and learn how to rejuvenate your data acquisition strategy.

    ¹ comScore Device Essentials, Europe

    Whitepaper
    Sponsored by: RedEye
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  • Creating Engaging Campaigns Across PC, Tablet and Mobile

    06 January 2015

    In the UK, 60% of online adults use at least two devices daily. As such, when evaluating a marketing campaign’s success, it is vital to evaluate the impact of how multiple platforms work together.

    Digital advertising spend rose by 16.6% to a record £3.5 billion in the first half of 2014, according to a report conducted by PwC. It is particularly the appetite for video content on desktops, tablets and mobile phones that has driven this increase, and it is becoming increasingly important for marketers to embrace the challenge of creating cut-through cross device advertising campaigns.

    How can you make cross device ad campaigns work? Download this expert report and discover:

    • How to efficiently allocate ad spend across devices
    • How to introduce live testing to drive a campaign’s ROI
    • How to monitor and measure campaign effectiveness in relation to brand KPIs

    Whitepaper
    Sponsored by: Research Now
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  • Three Key Principles of Mobile - Immediacy, Simplicity and Context

    05 January 2015

    79% of smart phone users also use their mobile to shop¹.

    Every mobile strategy must adhere to three key principles – immediacy, simplicity and context. In turn, to effectively implement these it is vital to understand your mobile maturity level.

    In this comprehensive expert report, Forrester breaks down each key area based on four levels of maturity – novices, experimenters, practitioners and leaders.

    Download now to benchmark and develop your mobile marketing strategy, and gain an understanding on these key principles:

    • Immediacy: Mobile phones’ unique ‘always on’ capabilities means timely content can make a consumer act in the moment.
    • Simplicity: Have your call to actions informed by how consumers use their mobile phones.
    • Context: Mobile is the ideal platform for real-time, location-relevant and customised content, which can be achieved by leveraging consumer data.

    Plus read about strategies in action, with case studies from The Weather Channel, Columbia Sportswear and MLB.com.

    ¹ How Mobile Is Transforming the Shopping Experience in Stores (Google)

    Whitepaper
    Sponsored by: IBM
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  • Personalised Cross-Channel Marketing: The Key To Seamless Customer Experiences

    22 December 2014

    Over a quarter (27%) of marketers do not have a cross-channel marketing strategy, according to research conducted by Brand Republic and IBM. 

    However, consumers are almost always connected, whether it’s on a desktop or mobile device, or dual screening with their Smart TVs and mobile phones. The result - brands have the potential to reach a consumer wherever they are.

    So, why are so many brands lagging behind? Download this expert report to discover:

    • How brands can invest in multi-channel technology effectively
    • How to set KPIs to guide a results driven cross-channel marketing campaign
    • How real-time data can create powerful instant moments of engagement with consumers

    Whitepaper
    Sponsored by: IBM
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  • Essential Dates for 2015: A Retailer's Calendar

    19 December 2014

    Make sure you keep that New Year's resolution to stay organised, become more successful and grow!

    Our Essential Dates for 2015 calendar compiles the most important dates between January and June for quick reminders and tips to help you succeed online.

    Download our Essential Dates for 2015: A Retailer's Calendar to learn:

    • Key dates to remember
    • Suggestions for internal planning to keep organised
    • New requirements that might affect your campaigns

    Whitepaper
    Sponsored by: ChannelAdvisor
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  • Email and the Optimisation Dilemma: Testing at the Heart of your Organisation

    19 December 2014

    Email marketers can achieve up to a 175% conversion uplift as a result of optimising their emails for open and click rates. However, as many as 29% spend no time on optimisation at all¹.

    Direct and digital marketing consistently provides objective and measureable feedback in the form of conversions, click through rates and impressions. As such, for the marketer a test and learn culture is not only possible but should be at the heart of all campaigns.

    However, too often this focus falls by the wayside, for example in a recent survey 23% of CMOs considered A/B and multivariate testing to be somewhat or very unimportant in determining and communicating the value of email marketing².

    Marketers aim for - and the best achieve - demonstrable results. This comprehensive 19 page expert report looks at this in the context of email marketing. Download now to discover:

    • Why marketers don’t sufficiently test and learn from their email campaigns
    • How to change this and implement an effective testing culture
    • The strategy to roll out organisation wide testing for maximum ROI

    ¹ Econsultancy’s Email Marketing Census 2014

    ² Marketing Sherpa’s 2013 Email Benchmarking Survey

    Whitepaper
    Sponsored by: dotmailer
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  • An Introduction to Marketing Attribution for the Real-Time Advertiser

    17 December 2014

    Digital advertising has introduced new challenges and new opportunities in marketing attribution. Every touchpoint along a consumer’s path is measurable, allowing advertisers to identify the tactics that drive results, allocate budgets more effectively, and scale their best performing campaigns. However, not all attribution models provide the right incentives or measure the metrics that matter leading to inef´Čücient marketing optimisation. 

    Download this guide to explore some of the most common models used to measure display advertising and get to the bottom of how they may work for you.

    What's inside?

    • A breakdown of the most common display attribution models
    • A new method for measuring the true impact of your prospecting; and retargeting effort
    • How to optimise your budget for improved campaign performance

    Whitepaper
    Sponsored by: Quantcast
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  • Dynamic marketing for 2015: How programmatic, mobile, social and native will reshape the landscape

    11 December 2014

    Dynamic marketing: How programmatic, mobile, social and native will reshape the marketing landscape in 2015

    UK consumers spend, on average, 29 hours and 14 minutes on their desktop computers, and 41 hours and 42 minutes on their smartphones.

    It is now a mobile-first, cloud-first world, where a brand’s marketing strategy needs to unify channels, respond in real-time, and tailor its messages to the individual consumer. 

    In order to achieve this, a marketer needs a toolkit of solutions that adapt to the evolving demands of consumers. This involves building a cohesive programmatic, native and social advertising strategy, which delivers on the increasingly demanding consumer’s expectations.

    In this annual forward-looking report, the marketing trends of 2015 are examined. Download to discover:

    • Why 2015 really is the year of mobile, accounting for 25% of all search spend
    • How implementing programmatic is the key to cross-channel integration
    • How iBeacons will change the retail landscape, with expert insight from the Post Office’s CMO

    Whitepaper
    Sponsored by: Citrix
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  • 5 Key Strategies For Successful Mobile Engagement

    27 November 2014

    Although most communication channels are developed to the point of near mastery, many marketers still struggle to define how mobile devices fit into the customer experience.

    Morgan Stanley Research estimates that 91 percent of consumers keep their device within arm’s reach 100 percent of the time.¹ Understanding the mobile phenomenon is imperative in order to maintain and improve brand relevance and customer engagement.

    To completely capitalise on this new opportunity, companies must revolutionise how they use the mobile channel in their customer interactions.

    This expert report looks at how you can meet the demands of the mobile consumer with 5 key strategies. Download your free copy here.

    ¹ China Mobile 50k Survey, Morgan Stanley Research, 2011.

    Whitepaper
    Sponsored by: IBM
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