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BlueCava Releases “Cookie-less” Device Identification Technology for Online Advertisers

31st January 2012 |

BlueCava (http://www.bluecava.com), the leading provider of device identification technology that enables businesses to improve online advertising effectiveness and reduce fraud risk, today announced the latest version of its device identification platform. The new release provides an immediate solution for companies doing business in the European Union affected by the EU’s ePrivacy Directive.

In this new technology release, BlueCava has introduced an innovative device identification option that allows businesses to identify and target web users, without the use of cookies. BlueCava’s new Device Identification solution fully supports both an opt-out and opt-in privacy model, which empowers EU companies with an even richer set of choices for complying with the ePrivacy Directive. As is the case with all of BlueCava’s technology, this new release also works with any computing device (PCs, smartphones, laptops, game consoles and set-top boxes).

“After working with major brands and leading publishers in the EU, we became acutely aware of how the ePrivacy Directive is severely hindering European businesses that rely on cookies,” said David Norris, CEO of BlueCava. “Device identification has surfaced as one of the best ways that companies doing business in the EU can continue to reliably target customers across all devices.”

To learn more about the latest technology release and BlueCava’s complete array of device identification product offerings, visit http://www.bluecava.com.

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Google Tipped to Overtake Yahoo to Become King of Display Advertising in 2012

19th January 2012 |

Leading specialist search and social marketing agency, Greenlight, expects search giant Google to overtake Yahoo and become king of display advertising by the end of the year. Greenlight also predicts 2012 will be will be the year of social link building and that social media sites will take on a multi-faceted identity. These alongside others from Yahoo, Google and Microsoft, are some of the firm’s predictions in the latest quarterly edition of Greenlight’s monthly magazine [http://www.greenlightsearch.com/assets/pdfs/greenlight-magazine-november-web.pdf ] which accompanies the firm’s independent research [http://www.greenlightsearch.com/knowledge/sector-reports ].

Paid Search – Google will overtake Yahoo to become king of display

2011 was a busy year for the Search Industry with Google acquiring Invite Media and Teracent. In early December, Google officially launched its DoubleClick Search V3 platform – DS3 – a bid management programme which combines Yahoo and MSN into an AdWords type interface. Google is making significant investment in the DoubleClick platform, specifically DoubleClick for Advertisers (DFA) and the Exchange. So will online advertisers really need to invest elsewhere when Google is pretty much geared up to be the one-stop-shop?”

“Google’s noteworthy acquisitions and investments in 2011 combined with the mighty AdWords suggest that by the end of 2012, not only will 90 per cent of advertisers’ Search budgets be in AdWords, but also that this trend is set for display,” says Hannah Kimuyu, Paid Media Director, Greenlight.

2012 – The year of Social Link building

Adam Bunn, SEO Director at Greenlight, says the confluence of user signals influencing search engines’ perception of brand strength, and everyone being on the “social media helps us build links” bandwagon, will make 2012 The Year of Social Link Building.

What users search for can tell search engines about the strength of a brand, because the strength of the brand directly influences those searches. As such, Bunn argues that now, social media is the best means of influencing brand perception online. At the same time, more and more marketers are cottoning on to the fact that social media can dramatically catalyse search engine optimisation (SEO) campaigns, by increasing the speed of accrual and the volume of natural links pointing to a site.

“It is time to stop thinking of SEO as a bubble, time SEO becomes more than SEO, more than just links,” says Bunn. “It is SEO=Digital PR. SEO=your brand. This year, marketers who think like that when planning their campaigns will win, and those who do not, will be ‘also-rans.’”

2012 – The year social media starts taking on a multi-faceted identity

According to Anna O’Brien, Social Media Director, Greenlight, social media as it currently stands does not support myriad different relationships and personalities we have. While sites like Reddit and 4chan appeal to the user who wishes to share information, cloaked in anonymity, Facebook provides a mass audience live feed. However, while these sites thrive, they live at opposite ends of the spectrum and both only currently provide a single use view.

“Somehow these mainstream sites will evolve to allow you to become more multi-faceted. This is more than Google circles or Facebook friend groups. Those cater to organisation of content rather than the accurate portrayal of multi-dimensional identities.”

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Digital content specialist helps companies make the most of video press releases

19th January 2012 |

PR professionals are increasingly aiming to reach beyond their traditional audience in the media, interacting directly with consumers and businesses through social networks. The traditional press release can’t always provide the detailed information – or entertainment – that consumers demand and many PRs are turning to video press releases to help.

Designer and entrepreneur Phil Pauley, founder of digital content specialist Pauley Media, has produced a video and 10-point checklist to help PR professionals understand the options video offers their campaigns.

Many options are available to PR professionals producing a video press release. Budget, deadline, and the desired quality of the final film will inform your choices along the way. Areas that should be considered when making those choices include:

1) Camera equipment – there is a huge range of options here including standard definition video cameras or high definition DSLRs

2) What type of video would you like to produce? Short and simple with a single shot, or using a range of shots and a narrative? What is the ideal duration for your film?

3) Sound recording – Quality sound is essential. Are you going to use the camera’s on-board microphone, or record sound separately?

4) What background would you like to use? A live background with depth and activity or a clean backdrop with a company logo? Perhaps a “green screen” and its flexibility is more suitable?

5) How are you going to light your shoot? Is there sufficient natural light at your chosen location or do you need to hire a lighting rig?

6) Should you storyboard? If using a range of material or shots, this can help to plan your shoot and save you time. It will allow you in identify when and where you could incorporate additional visualisation to help delivery your story in a more dynamic way.

7) Narration – Who will present the press release and what qualities would you like them to have? Will you read it yourself or ask another member of staff, your client or another professional?

8) Will you make use of a voice-over or soundtrack? Both are brilliant tools for adding texture, delivering information, and adding fluidity.

9) Will you use graphics? Animation can illustrate points, additional video clips add value, whilst company logos and contact details can be used for marketing and highlighting your call to action.

10) Finally, post-production – this can include keying, colour grading, titles, and after effects – a great deal of thought should go into how to take advantage of all that it can offer.

Considering all of the above areas and options, and making decisions regarding each one, will, in the end, make the production of your video press release run as smoothly as possible. You’ll be better placed to decide what you can do in-house and where you should outsource services, products and people to help you make a success of your video press release and reach your new audiences most effectively.

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Email Marketing Benchmark Report 2012

18th January 2012 |

Despite the economic turmoil, latest benchmark figures show that email marketing is still a valuable marketing tool and is providing great results for UK businesses.

The 2012 UK Email Marketing Benchmark Report from Sign-Up.to shows an increase in average email open rates from 18.21% to 18.35% in the last 12 months across all sectors.

The report breaks down results across 23 industries and provides a great way for marketers to compare their performance against their peers. The business to business sales category leads the pack this year with an impressive average unique open rate of 26.14%, followed closely by restaurants with 23.67%. The music industry also performed well, with an average open rate of 21.46%.

Outside of the private sector, government and charity email communications proved very successful too, notching up 31.17% and 23.25% open rates respectively.

Sign-Up.to’s CEO and email marketing expert Matt McNeill said: “It’s great to see that UK businesses, particularly SME’s, 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.”

The full 2012 edition of Sign-Up.to’s UK Email Marketing Benchmark Report is now available for free at http://www.sign-up.to/email-benchmark-2012/

The report is the only UK focussed email marketing benchmark for small to medium sized businesses and is based on over 900 million emails sent using the Sign-Up.to platform last year. All emails are permission-based, sent to subscribers who explicitly opted in to hear from the sender.

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Small Businesses “Complacent” About Digital Marketing, New Survey Finds

12th January 2012 |

Small business owners in the UK understand the benefits of online PR and marketing but are “too slow to realise their enormous benefits,” according to a recent survey from Malvern-based agency Williams PR [http://www.williamspr.co.uk ].

The survey, conducted this week, polled 1,000 small and medium-sized businesses (SMBs) in the UK about planned marketing activity for 2012.

While four out of five SMBs are set to increase their marketing budgets this year, only one third have a social media policy in place. Almost a quarter of businesses polled (23.7%) either do not coordinate digital and traditional marketing, or do so on an ad-hoc basis.

Key findings:

  • Only one-third of small businesses in the UK have a social media policy
  • For micro-businesses with fewer than 10 employees, this figure drops to less than 2%
  • Of those that do, almost half (44%) are not confident about their policies
  • One-third of small businesses do not plan to have a social media policy in 2012
  • One quarter of small businesses plan to trial a new marketing agency in 2012
  • 26% will increase PR budget, 29% social media budget, and 25% overall marketing budget in 2012
  • Only 4% of small businesses will reduce their marketing budget in 2012
  • Over one-third of small businesses still rely on the managing director or single key figure to tie together online and offline marketing
  • Small businesses see digital marketing as a low-risk, low-cost strategy – but 38% of micro-businesses still haven’t thought about a digital marketing plan

The survey focussed on three key sizes of business: micro businesses, with fewer than ten employees; small businesses, with between ten and 49 employees; and medium-sized businesses, with between 50 and 250 employees. Full data can be downloaded at http://www.williamspr.co.uk/2012-survey.

Rowenna Williams, managing director of Worcestershire marketing and PR company [http://www.williamspr.co.uk ] Williams PR, said:”We have a bizarre inverted system here when we look at digital marketing.Thesmall companies which stand to benefit the most from social media are unsure, unskilled or even a little too complacent to explore it.On the other side, the larger, medium-sized organisations with the bigger budgets throw money at social media, despite often not having a clue what it is or how it works.

“Digital marketing is a proven means to achieve results as part of a coordinated marketing plan. However, too many start-ups and young businesses end up chasing their tails. Perhaps some entrepreneurs want to learn the ropes themselves, or think they’ll wait for the business to grow a little before ultimately investing in an in-house marketing and PR team.

“A lot of marketing practices are new, and it can be difficult to plan around them – or even have confidence that what you’re doing is right. But agencies exist which can give your business the boost it needs in those critical early stages of development. Marketing is the catalyst for growth and should not be skimped on when you’re starting out. Both PR and digital marketingare incredibly low-cost activities which can considerably raise the profile of an emerging business.

“We would advise growing companies to find a specialist small business marketing and PR agency, with qualified professionals who can work closely alongside the in-house team to get measurable results. For small businesses, we would encourage they emulate the big boys and think particularly about agencies which can offer digital alongside traditional marketing and PR. At the moment, too many business owners seem too slow to realise their enormous benefits.”

For more information about Williams PR, please visit http://www.williamspr.co.uk. To download the full data from the survey, see http://www.williamspr.co.uk/2012-survey.

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