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Since the start of this year, Google have been touting the imminent mobile-first update of their search index, which will treat the mobile versions of each site page as the primary pages to index. For brands who spend big in SEO, this means ensuring sites are mobile optimised in every way possible, not only addressing mobile format, functionality and speed, …
esbconnect Account Manager, Sabrina Chisin, busts some myths about which channels millennials prefer brands to communicate with. There’s a general belief that millennials like to do ALL of our communication using chat and messaging apps (Snapchat and Facebook messenger are two of the biggest players here), automatically rejecting any digital channels older than we are as outdated. As a millennial …
Unilever and P&G have announced they are reducing their adspend by nearly 60%, as a reaction to lack of transparency and trust in media spend. esbconnect MD, Suzanna Chaplin, outlines why in her view this has its roots in the demand for Reach from these brands. Roll back twenty years and brands routinely spent obscene amounts on advertising with no …
esbconnect’s Managing Director, Suzanna Chaplin, argues that display impressions can be a misleading measurement of true ad views when your audience can only see 50% of your ad. Why ad viewability counts Who is actually “seeing” your ads, and how “viewable” they really are, is much more important than advertisers often give credit to, but ad viewability is frequently overlooked …
…the word “Growth”. What exactly is growth marketing, and what does it mean for your business? “Growth marketing” is not just the latest in a long line of marketing buzz words, it’s the strategy by which marketing and sales activities drive sustained and scalable long term business growth. Sounds exactly like traditional marketing right? Wrong. Growth marketing is the process …
Email is having a moment. Numerous research studies (including research from the Direct Marketing Association) and marketing press opinion (including The Drum) back up the fact that consumers are turning back to “renaissance” channels like Direct Mail and email, which drive a high level of consumer trust and engagement. In a world of carpet-bombing display and programmatic advertising tactics, it’s …
According to recent research from VISA, retail sales have been falling for six months, with consumers shifting spend from retail to leisure, an alarming trend for retailers. Many retailers hoped that the well-timed Spring bank holidays would lead to a boost in sales, but initial analysis has suggested a less than rosy outlook. The British Retail Consortium (BRC) found that …
New ICO legislation is gradually shutting down several of the traditional channels that charities rely on for fundraising, and limiting the ways in which charities can contact third party databases to seek new donors through channels like email and SMS. Whilst legislation is undoubtedly designed to benefit the consumer, the charity sector is in real danger of losing vital fundraising …
Display is big business, it accounted for £3.03bn of UK digital ad spend in 2016, but core channels like display, which were previously a stalwart of brands’ media investment, are now increasingly under the microscope. While it’s undoubtedly great for mass brand exposure, display, for example, must offer lower and lower cost per thousand impressions rates to yield the ROI …
To see a step change in your email customer acquisition rate, you need to shake things up and try new tactics from time to time. Our email send data tells us that competitions and giveaways are one tactic that always gets results for our clients. Consumers are more than twice as likely to engage and give their data, if they …
