All posts in The Drum

Will 2016 be the year of Snapchat?

Source: The Drum

Snapchat may be on the charm offensive for ad spend but it is still relatively closed off to advertisers, planting it firmly in the test-and-learn arena rather than tried-and-tested at the moment.

The ephemeral platform has overcome its perceived immaturity and is set to tip from niche network to mainstream marvel this year. Its association with sexting and selfies wasn’t the easiest sell-in to advertisers but a growing list of influential brand and media partnerships with the likes of Coca-Cola, Burberry and the Wall Street Journal is allowing agencies to pitch Snapchat without a resulting snicker.

For most advertisers, the quickest win available to them on the social network has been to bypass its eye-bulging ad prices and get influencers to push messages out through their channels. It’s meant that many marketers are carefully considering Snapchat on a brand-by-brand basis as to the appropriateness, role and nature of content in this environment and indeed the reach opportunities.

However, Snapchat wants to be a premium media buy; a string of high-profile hires for its fledgling ad business and rumours of the arrival of an ad tech platform later this year highlight its bid to become more than just a messaging app to advertisers. Executives have been meeting with agencies in the UK since the turn of the year to discuss future opportunities around sport and music, both of which are pitched as big opportunities for potential advertisers, according to one source close to those discussions. Those meetings are also understood to have teased more meaty partnerships from Snapchat’s publisher network Discover and, interestingly, have been at pains to stress that it is not just the preserve of teenagers.

More than 75 per cent of Snapchat users are over 18 years old, said one agency source, making it a sensible media buy for those who can afford it. Unilever is one advertiser that can and is understood to be motivated by the prospect of an older Snapchat audience, with its chief marketing officer Keith Weed recently tweeting that “if Snapchat can capture the older generation, then even more revenue will follow”.

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Is your website responsive?

Businesses must have their websites mobile-friendly by 21 April, or face a significant drop in their online revenues according to a piece by Gareth Evans of Equator on The Drum.

With Google statistics stating that over the course of the next year internet browsing on mobile devices will overtake the traditional desktop viewing is it time to ask whether your website is responsive?

More and more, people access the internet using devices other than a desktop computer. Smart phones, tablet devices, even smart televisions, all mean that guessing, let alone managing, how a user might access your website becomes tricky.

If you are interested in ensuring your website is seen by as many people as possible across a range of devices get in touch…

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Email Marketing: 3 ways to sway with your subject line

Source: The Drum & Ve Interactive

How many emails sit in your inbox? 100? 500? Or like me, somewhere in the thousands – and that’s after a spring clean.

With an endless barrage of emails every day, how does one email jostle for attention in an overcrowded inbox? This is where your subject line needs to step up. It’s your pitch, potentially your one chance to re-engage a potential customer.

Here we look at the three main motivational influencers that you can use in your subject lines to increase open rates, with some all too familiar generic examples, accompanied by some good examples below.

Benefit driven
When crafting your subject line you need to think of yourself as the reader and ask the question “What’s in it for me?” All too often, the classic mistake of promoting features over benefits is made.

When you try to sell the features of your product or service, you’re making the customer do all the work to figure out why they want your product. It’s in your best interest to connect the dots for them.

Fear…of missing out
Creating a sense of urgency is one of the oldest tricks in the marketer’s handbook. But it’s about creating that FOMO (fear of missing out) response, without being too salesy.

So shouty caps and aggressive lexis are the quickest way to the trash folder. It’s also advisable to avoid frenzied and desperate pleas like “Don’t miss out”, “Last chance!” and the all too familiar “Hurry!”

Your subject line is a promise, so use FOMO honestly and sparingly. Let the recipient know that the message is time sensitive and the contents are something truly worthwhile.

Playful humour
Let’s face it; the standard email inbox isn’t exactly brimming with mirth. So a humourous subject line can act as a breath of fresh air, sandwiched amongst the dull and rather predictable emails surrounding it.

However, it needs to be carefully approached. Good humour thrives on an element of exclusivity, so a wisecrack might not be ideal if you’re appealing to a mass audience. But if you understand your recipient, and your emails are targeted, then a little bit of playfulness can go a long way.

From the outset, a subject line should be completely clear about what your recipient can expect from clicking open. Leading them on with ambiguous or erroneous content might get your emails opened once, but never again.

Why people follow brands on Twitter

Source: The Drum

Over a third (34 per cent) of people follow a brand on Twitter because they tweet interesting or engaging content, but the majority (55 per cent) say they follow a brand because they like it.

With over half (59 per cent) of UK Twitter users saying that they follow brands on the platform, the research carried out by Nielsen also discovered that 50 per cent read about what others are buying and 31 per cent tweet about the purchases they have made.

Getting freebies, taking part in competitions and learning about new services were also given as reasons for following brands on Twitter.

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Facebook tests personalised trending feature

Source: The Drum

Facebook has launched a new trending feature which looks to ‘surface interesting and relevant conversations’.

The trending feature will be very similar to that which Twitter currently has, in that it will be personalised and based on what is trending on the platform overall.

According to a blog post by Facebook, a list of topics that have recently spiked in popularity will appear on the right hand side of the News Feed.

However, Facebook has tried to make the feature different to the trends on Twitter, adding: “Each topic is accompanied by a headline that briefly explains why it is trending. You can click on any headline to see the most interesting posts from your friends or pages that are talking about that particular topic.”

This isn’t the first time that Facebook has sought inspiration from Twitter for an update: In June 2013, Facebook launched clickable hash-tags.

Trending is currently rolling out on web in select countries and Facebook is going to continue to test on mobile.

Time to get your websites responsive! 4m Britons set to receive a tablet for Christmas

Source: The Drum

Christmas stockings the length and breadth of the UK will be bulging with tablet computers come 25 December, according to a new study from YouGov.

Commissioned by Newsworks the research found that over 4m Britons will either give or receive such a device over the holidays with 2.9m consumers buying a tablet and 1.3m lucky family and friends receiving one as a gift.

Of the buyers those in the 35-44 age bracket are most likely to stump up for a tablet whilst people aged 18-24 are most likely to receive one – adding to the 16.5m Britons who already own one.

The majority of buyers, six in ten, expect to spend less than £200 on the device on a tablet.

Unsurprisingly Apple wins the battle of the brands with its latest iPad Air model topping consumer buying intentions at 16 per cent, although it is beaten by Tesco’s Hudl in terms of the device people most expect to receive as a gift, with 17 per cent anticipating finding one under their tree.

If you would be interested in ensuring your website is seen by as many people as possible across a range of devices, then contact us by emailing [email protected] or telephoning 0151 293 0505. If there are any other issues that you would like to speak with us about including updating your website, search engine optimisation, social media and email marketing then do not hesitate to get in touch.