How to Win Trust and Loyalty


CDS will be exhibiting at next February’s Marketing Show North.


How is loyalty changing? What do customers really want? Are consumers genuinely loyal to brands or is it purely habit? How can brands reward their customers to keep them loyal?

Consumers say they feel less loyal, while their behaviour remains as loyal as ever – according to the third edition of this research that has tracker customer loyalty since 2016.

Nearly two-fifths of people (39%) say they feel less loyal to brands and companies than they did a year ago, but this may not translate into a change in their behaviour and needs.

Year-on-year the figures have remained steady with half of consumers (49%) still falling into the ‘Active Loyal’ group and around one in five (22%) as ‘Active Disloyal’ – with the remainder either loyal through habit or in certain situations.

Discussing what businesses can do to increase loyalty, Rachel Aldighieri, MD at the DMA, said:

“Brands must renew their focus on the most important part of their long-term success, their customers.

Whether marketers decide to offer more personalised experiences, new loyalty schemes or flexible subscription models, successful brands will be those that can put the customer at the heart of everything they do.”

When asked to name their favourite brand or one they were loyal to, consumers were clear that one stood out above the rest: Amazon. Retail stalwarts Marks & Spencer, John Lewis, Sainsbury’s and Tesco complete the top five.

Consumers also report feeling genuine loyalty to these top brands, rather than this simply being based on convenience or habit.

Read the full report to find out more, including how:

  • Consumers are still prone to comparing offers and are deal sensitive
  • Different brands and sectors attract different kinds of consumer loyalty
  • Brand social responsibility and good customer service are strong drivers of genuine loyalty
  • Rewards and loyalty schemes in less established sectors are engaging younger consumers
  • The appetite for loyalty and reward points is somewhat saturated, needing to adapt to match consumer needs

Komal Helyer, Marketing Director at Pure360, explains:

“Consumer trust in ‘faceless corporations’ is waning, and in its place is a growing preference for meaningful interactions with brands who are perceived as genuine, transparent and relevant. For marketers, the message remains the same: add value to your customer’s lives and stay relevant to their interests or risk losing their business altogether.”

Source: Above reproduced with the kind permission of the DMA.

Paul Meersman, Head of Marketing at CDS commented:

“Brands need to get every touch point with their customers to deliver a rewarding experience that moves the customer smoothly and quickly through the buying process. To do this they need to get the basics right. Flaky systems and poor communications cause frustration and lose trust. Getting it right requires robust, secure digital and print systems that are intelligently integrated, data driven and provide a seamless multi-channel experience. It’s as important for B2B companies to understand this as it is for household brands.”


 

Why MicroStrategy Usher Is An Industry-leading Enterprise Security Solution


CDS will be exhibiting at next February’s Marketing Show North.


Usher, by MicroStrategy, replaces physical badges, passwords, and security tokens with digital badges delivered via smartphones.

These digital badges lock down logical and physical assets without sacrificing convenience.

Usher provides instant verification, communication and geo-fencing capability for organisations that require an instant ‘answer’ in time-critical situations.

Emergency planning and resilience

CDS have been looking at Usher’s capability around emergency planning and resilience for convergent volunteers and rest centres. We have also been discussing restricted access to buildings across a manufacturing complex.

Convergent volunteers are individuals in the community who appear on-scene to help in the event of a major incident. Although grateful for the help, the emergency services do not have the capacity, tools or available information to assess the credibility, capability and skills of each volunteer.

This is not only a security threat but also a health and safety issue that could draw attention away from the incident itself.

We have also been discussing the Usher capability for use in rest centres. The resilience teams across the West Midlands have a process for ‘activating’ rest centres and registering those that need temporary accommodation. Currently, the registration process works but is slow, using paper-based forms.

Usher comes into its own by speeding up the registration process and includes additional security to include a photograph of the individual. An ID band is also printed to include a unique QR code that is matched to the person’s record within Usher.

Outside of resilience and emergency planning, we have been investigating secure access into and out of restricted buildings across an industrial manufacturing complex. Currently, access to and from buildings is done with badges on the end of lanyards.

The badges can be lost or become overused in a short period of time. Usher badges on mobile devices provide the perfect, unique and secure option with the benefit of the tracking capability sitting behind it. Badges can also be issued to visitors if they are in a time restricted building or a restricted zone.

The Future of Personalisation


CDS will be exhibiting at next February’s Marketing Show North.


The personalisation of digital content has grown into one of the hottest digital topics in the last few years, and the technology is now becoming widely available.

At CDS, we work with a number of platforms in this space, notably Episerver’s Content Management System (CMS) and associated tools. In 2016, Enterprise CMS platform Episerver announced its acquisition of Peerius, a leading provider of intelligent omnichannel personalisation in the cloud, accelerating the third wave of smart personalisation technology called ‘autonomous personalisation’.

Since then, the Peerius platform has been tightly integrated with Episerver’s commerce and CMS platforms to become Episerver Personalization.

These are rules-based tools that bring machine learning capability to content management enabling digital managers to personalise search results, product descriptions, calls to action, website content, and navigation.

Google understands that relevance is extremely important to consumers. They have been delivering personalised organic search results since 2004, alongside their paid-for Adwords service. Their business model depends on them getting the right message in front of the right person, at the right time and in the right place, and the Google search algorithms are continually evolving to refine this targeting.

This type of personalisation combined with marketing automation technologies can be a powerful tool for marketers. However, its uptake amongst even the most technologically equipped marketing teams has been somewhat slower than we might expect. The reason for this slow uptake is simple – marketers simply don’t have the time to create and test multiple versions of the same content.

However, the day is almost here when AI can deliver what humans simply don’t have the time to create.

Indix have a product that can create bespoke marketing copy to create product descriptions – entirely written by machines.

And in 2016, a world first for AI writing occurred at the Rio Olympics. The Washington Post reported on 300 events using Heliograf, their in-house AI software. These robot-generated articles were published alongside ones written by humans, and crucially, no-one spotted the difference. Since the Olympics, The Washington Post’s robot reporter has published 850 articles in the past year to cover congressional races on Election Day and many local sports events that would have gone uncovered.

It is only a matter of time before these complex algorithms will be capable of producing long-form marketing copy that is indistinguishable from that created by human copywriters. And marketers; those of us who have invested in the tools to profile, segment and target our customers – will reap the benefits.

In 2015 Rishiraj Saha Roy published research into the automated personalisation of targeted marketing messages, mining user-generated text on social media to create unique copy designed to evoke positive sentiment in specific audience segments. Crowdsourced experiments verified that these personalised messages were almost indistinguishable from similar human compositions.

The moment is approaching where automated content, written by a machine, and AI’s personality profiling tools will converge – meaning that not only will the content we see be produced by an AI, but will, potentially, be uniquely constructed to appeal specifically to you.

Our online behaviour reveals a huge amount about our personalities. Researchers have created an algorithm which can accurately predict personalities simply based on Facebook interactions. And, surprisingly, it knows your character better than your close friends. The team found that their software was able to predict a study participant’s personality more accurately than a work colleague by analysing just 10 ‘Likes’. Inputting 70 ‘Likes’ allowed it to obtain a truer picture of someone’s character than a close friend, while 150 ‘Likes’ outperformed a parent or sibling. At 300 ‘Likes’ the programme was able to judge character better than a spouse.

A personalised experience is nothing new. Google has been personalising search results for many years, and the potential impact of these artificially constructed ‘echo chambers’ were identified as long ago as 2011 – a phenomenon described by Eli Pariser in his 2011 book and TED talk as the ‘Filter Bubble’.

However, 2018 has been the year that the world began to take the power of data seriously, and we begin to understand the power that personalised messages can have on a reader’s beliefs and behaviour. In the wrong hands, these tools can have dangerous consequences, and can even shape world events and swing elections.

Cambridge Analytica whistleblower Christopher Wylie stated this in the clearest terms:

“We exploited Facebook to harvest millions of people’s profiles. And built models to exploit what we knew about them and target their inner demons.”

Just because your personal data (hopefully) wasn’t included in the Facebook data mined by Cambridge Analytica, this doesn’t mean that you are immune to its effects. Wylie stated that the data was used to model interactions and behaviour across entire populations, and whilst we all like to think of ourselves as individuals, we are all susceptible to suggestion and bias. In 2017, Facebook supplied to Congress over 3,000 examples of Russian Facebook banners designed to sway American political opinion, all aimed at different slices of American society with the targeting made possible by Facebook’s advertising algorithms. Unpicking who saw what (and when) is a mammoth task for lawmakers.

As marketers, we have a responsibility to behave ethically. Recent GDPR legislation goes some way to protecting customers from unwanted and inappropriate marketing, but personalisation based on user behaviour and anonymised profiling often falls outside the scope of this legislation. There is still a lot of room for sharp practice in our field.

We have a human duty to use these tools and powers with great care, and take responsibility for the messages our robot servants create on our behalf.

CircleLoop Secures Global Integrated Calling Partnership with Zoho CRM


CircleLoop will be exhibiting at next February’s Marketing Show North in EventCity, Manchester.


CircleLoop, the next-generation phone system for business has partnered with Zoho to deliver the benefits of its powerful cloud-based apps, helping Zoho users to supercharge team productivity and efficiency.

Zoho is a leading single cloud platform, which allows businesses to acquire and manage customers using its marketing, sales and customer support applications. Its CRM software is an online Customer Relationship Management (CRM) system for managing sales, marketing & support in a single system. Zoho requires integration partners to meet a stringent set of prerequisites in order to secure approved Marketplace status.

Now available in the Zoho Marketplace, CircleLoop allows businesses to finally say goodbye to the complicated phone systems of old. Delivered in the same way as other cloud-based software such as CRM, email and accounting platforms CircleLoop provides instant, self-service control of all phone numbers, users and features in a delightfully simple, no-contract model. Its powerful Zoho integration hugely improves team productivity, internal communication and  collaboration whilst also helping to reduce unnecessary contracts and costs.

“Today’s businesses are expected to deliver a much higher level of customer service,” said Mani Vembu, Chief Operating Officer of Zoho. “With powerful easy-to-use tools at their disposal, employee productivity and customer satisfaction increase. By integrating Zoho CRM and CircleLoop, we ultimately facilitate more sales, increased efficiency and higher customer engagement for our customers.”

The new CircleLoop-Zoho integration helps businesses to drive better customer service and reduce unnecessary admin time with automatic logging of call activity, notes and recordings, along with immediate identification of inbound callers and click to call directly from Zoho CRM.

Co-founder of CircleLoop, Damian Hanson, added: “Since we launched CircleLoop we’ve experienced significant demand from the Zoho community for an integration so it’s been a high priority development for us as we continue to challenge the telecoms market with new technology and fresh thinking. Our Zoho integration delivers clear productivity benefits for forward-thinking companies and we’re excited to be listed as an approved app in Zoho’s Marketplace”.

To learn more about the CircleLoop-Zoho integration and access an extended 14 day free trial, Zoho users can get started at www.circleloop.com/zoho


About CircleLoop
CircleLoop is a next generation cloud-based phone system for business which runs in powerful desktop and mobile apps with no need for additional phone hardware. It’s packed with smart features such as call recording, transcription, integrations and analytics and delivers huge flexibility and productivity benefits when compared to traditional phone systems. CircleLoop is UK-based and the technology has been built from the ground-up. Learn more and start your free trial at www.circleloop.com/zoho

About Zoho
Zoho is the operating system for business—a single online platform capable of running an entire business. With apps in nearly every major business category, including sales, marketing, customer support, accounting and back office operations, and an array of productivity and collaboration tools, Zoho is one of the world’s most prolific software companies. In 2017, Zoho introduced the revolutionary Zoho One, an integrated suite of applications for the entire business. For more information, please visit www.zoho.com

The Social Media Marketing Anatomy


Halston Marketing will be returning to Marketing Show North for their second year next February.


As the end of the second decade of the 21st century steadfastly approaches, online audiences have never been more digitally diverse and demanding.

It’s no longer enough to have an array of semi-active social media profiles to build a brand. It isn’t 2010 anymore, meaning a company can’t get away with simply having an online presence to back up their physical existence. The digitisation of business is well and truly locked-in.

For marketers, creating a social media strategy has never been more complex. Once you think you’ve got all the right pieces in place, it requires an objective look to see that it might not work for another audience.

Like a rubix cube, securing your strategy can become jumbled.  

As of 2017, only 30% of millennials engage with a brand on social media at least once a month. Elsewhere, however, 60% of baby boomers will scour social media for promotions; and 7 out of 10 Gen Xers will likely purchase a product from a brand they follow. With three key active audiences to target, you have to think wisely about the footprints in the digital sand you make.

Firstly, it’s important to remain simple but impactful: stick to achievable goals. It’s enticing to go for gold by signing up to every social media platform on the Web, but that isn’t necessary. Use your target audience to determine relevant channels – are you a B2B marketer or business? LinkedIn is the best bet. Are you hoping to grab younger audiences? Twitter and Instagram will work great. And if you’re up-to-date with trends, you’ll know that Facebook is best left for the Baby Boomers.

Once this is completed, your first step should be to build a brand, tone of voice and brand awareness. Optimise your profile images, cover photos, bios and add a unique mission statement; don’t forget to compare this to your competitors. Your account should look professionally-made and tailored to what your audience will want to see.

Audiences want to know that you’re invested in, and an expert in, your chosen industry. If the skeleton of your social media channels is its aesthetic, then the muscle is content. Whether it be site blog posts, images and videos, industry news or engagements with followers, this is the meat of your strategy and will infuse your channels with life and build brand strength.

The great part about social media marketing is that there are accessible tools readily available that will monitor your success. By identifying key performance indicators (KPIs) such as reach, click-rates, shares, mentions and conversion, you can see what does and doesn’t work. This leaves room for optimisation, progression and an overall marketing win.

5 Simple Ways to Enhance your Marketing Strategy with Tech


Data Dwell will be exhibiting at next February’s Marketing Show North.


Implementing a marketing strategy that isn’t supported by technology in today’s digital environment is most likely going to be detrimental to a campaign’s success.

Technology helps streamline processes, expand reach, improve performance and generally make your marketing team’s work a lot easier.

But technology can also be complicated. It can get in the way and cloud the bigger picture.

You need to know which technology can actually support your marketing strategy, rather than just turning to technology for technology’s sake.

By leaving your options open to marketing technology – and by focusing on the right tech for the right reasons – your team will find a number of programs, websites, software and more that can enrich your marketing strategy while simplifying day-to-day responsibilities.

Here are 5 simple ways to enhance your marketing strategy with tech:

  1. Find the best Content Management Systems (CMS)

In order to climb the Google search rankings, one key strategy you need to implement is the consistent generation of content. A variety of valuable and relevant content. But as social media platforms like Facebook, YouTube and LinkedIn offer native video, article and image upload systems, it’s easy to see this is as the way forward within digital environments.

You might think you should create content for these platforms, rather than your own website – to get more views and more interest.

However, you have no control of these third-party environments. You don’t know when their systems, their rules or their features will change. Do you really want to put all the effort into something that could easily be lost?

Instead, you should be focusing on building content for yourself, for your own website. And content management systems (CMS) are the helping hand you need from technology.

They offer a guiding light towards building an organised catalogue of digital media that will give you a much better chance of landing at the top of the results page.

These sites can manage the creation and optimisation of digital content, whether it’s short or long-form articles, images, videos, audio, maps or other embedded content. They don’t just make it easy to craft and build your own content; they simplify posting, sharing and organisation too.

In addition, many CMS UIs allow multiple users in a centralised, collaborative online environment, so your whole team can work on the same or several different pieces of content.

And the best content management systems support add-ons that automate SEO. Climbing the SERPs has never been easier!

2. Automate standard marketing processes where possible

21st century marketing is not straightforward. There is no linear process, but rather a handful of media platforms and messaging systems required to build a successful strategy, all requiring time to set-up, load and send.

All the information and messaging that you push out to prospects and customers needs to be coordinated and relevant. There is a lot to handle on a day-to-day basis while juggling new content creation, PR, emails and more.

With so many different platforms, you and your team cannot possibly keep up with regular marketing by constantly going into different systems and posting or sending at various different times throughout the day.

You need to implement marketing automation wherever you can.

Marketing automation can congregate a variety of social media profiles, emails, text messaging and more into one, easy-to-use dashboard. And it can be used for pre-set processes, so once a prospect enters the start of the sequence, all communication is taken care of for you.

This enables the hustle and bustle of marketing to be simplified and easily managed, letting you schedule ahead and saving you and your team valuable time.

3. Use Digital Asset Management to keep files organised

Within the regular tasks that a marketer must tackle daily, file organisation is rarely a priority. It’s very easy for a computer desktop to fall into disorganisation and inefficiency. Files become lost within folders, and content is scattered across multiple locations!

But then when a file is urgently needed – a logo, a photo or the content within a document – finding it becomes a time-consuming, logistical nightmare.

Digital asset management software provides a centralised library where users can store files, images and videos. It gives you quick and easy to access to find exactly what you need in seconds – with smart metadata search and conversion technology – so you always have the necessary file and format on hand. Our DAM can do just that for you.

By implementing this type of program, marketers can retain access to a wealthy platform of their visual or literary content without finding themselves in a digital maze.

4. Make use of Cloud Technology

The management of marketing relationships, campaigns and strategies can be overwhelming. A marketer has to monitor communications that are often scattered across email platforms such as Outlook, CMS platforms like WordPress and data analysis sites like Google Search Console.

The implementation of cloud-based tech to your marketing mix can integrate email, mobile, social media, web personalisation, content creation, data analysis and content management into one network.

In fact, marketing clouds have a positive impact on marketing teams. Fifty-two per-cent of marketers claim to be using this tech, while twenty-seven per-cent are considering the transition.

Not only does it allow teams to work more collaboratively, but it also ensures you always have access to the information you need. Marketing is 24/7, it doesn’t stop. So if you’re on the go – working remotely, travelling on business or attending a conference or trade show – you always need to be able to check in.

Cloud technology lets you do that.

5. Invest in Sales Enablement

Collaboration is an essential part of marketing strategy, and technology can help marketing and sales teams work more closely, more efficiently and more effectively.

Despite being a relatively new concept, Sales Enablement is quickly becoming an essential part of any modern marketers’ toolkit, and a vital piece of technology for business growth.

It’s a technology that lets marketing teams position the content they create directly into the sales pipeline, supporting sales reps with the right information at the right time. It helps those same reps identify hot opportunities and request more relevant content to help convert leads into sales.

And it shows both teams just how valuable content and marketing is to the business.

At DataDwell, we value, create and implement digital solutions for marketing teams. Our expert knowledge in the industry has allowed us to develop efficient solutions and innovate new features for our platform.

 

MarTech 101: Breaking Down Marketing Technology


Data Dwell will be exhibiting at next February’s Marketing Show North.


The field of marketing technology (MarTech) is littered with digital terminology and is full of complexities.

It’s a relatively new term that encompasses a whole host of features and definitions.

We’ve compiled a guide for marketers looking to increase their tech footprint, with all the information you need to understand MarTech.

What is MarTech?

MarTech is a rapidly-emerging and increasingly popular area in the marketing and tech industries.

Simply put, MarTech is the combination of the two. It’s any and every piece of technology employed by a marketer to reach a potential customer.

Typically, this includes social media marketing platforms, email marketing systems, PR databases and much more.

Basically it’s the utilisation of technology to streamline marketing processes and improve results.

What types of MarTech are available?

Marketers need digital tools that help them to reach online customers, automate time-consuming tasks and aid data-driven decisions.

There are 5 primary types of MarTech, though more are constantly being developed and expanded:

  1. Web analytics – these services analyse the behaviour of site visitors and offer data that can be used to attract and retain customers. Many web hosting platforms or marketing software have built-in analytics to help you track the impact of marketing activity. Google analytics can be used to unite all of your marketing efforts into once place, to see big picture results.
  2. Programmatic advertising platforms – automates the process of placing advertisements on websites and apps. It uses algorithmic software to bid and buy advertising space in real time, based on your defined parameters. It helps you reach a wider audience in a more cost-effective way.
  3. Customer Relationship Management – CRM has moved into the digital sphere and benefits users through the power of automation. CRM technology streamlines contacts, interactions and desired outcomes to help companies manage their leads and build customer loyalty. Businesses can see an increase in the efficiency of communication with customers through scheduled social media posts, targeted emails, text messages, and more, with staff saving time and improving their efforts via automated systems.
  4. Content management systems (CMS) – are used to create and manage digital content. They help marketing teams speed-up the publishing of new content and the re-utilisation of older content. Strong CMS systems make it easy for staff to share content across multiple platforms and rank well in search engines.
  5. Digital customer experience platforms – developed from content management systems, these platforms implement many more functionalities to further enhance the customer experience. They may include technology to personalise and focus content more effectively or automate the sharing of relevant content. Sales Enablement plays a key role in helping marketing and sales teams work together to deliver the most useful and most effective content to customers, and thus give them the best possible experience when they interact with a business.

Why is MarTech used?

The field of engagement between businesses and customers is no longer situated in the physical world – buyers are now primarily found online. Reaching them is more difficult, as buying habits change and behaviour shifts to make use of technology at their fingertips.

This means there is a high demand for tech services that help to propel marketing into the digital age, alongside their customers. Technology that helps marketers reach potential customers in the most effective way (ideally saving time and money).

A number of digital marketing services have been recently developed to shave away at the complex layers between the advertiser and the recipient in online spaces. In addition, software can help to cut away repetitive duties such as email marketing and mass communications, reducing the time and effort required by marketing teams.

Is this related to AdTech?

While AdTech concerns itself with placing, buying and selling ads, MarTech solutions build, manage, deliver and optimise campaigns.

The advancement of technology in modern-day marketing is even seeing artificial intelligence (AI) being implemented across products. For example, in 2017, AI was used to help predict and refine the best times to send out marketing emails.  

Can MarTech help my business?

At Data Dwell, we are passionate about innovative strides in content marketing. MarTech is an incredibly essential element to the marketing mix and its necessity will only continue to grow as the new year approaches.

We believe essential marketing technology like Digital Asset Management and Sales Enablement software can be a huge benefit to businesses big and small.

It can help you streamline current processes, improve the efficiency of your team, target leads more precisely, and convert more prospects into paying customers.


Learn more about DAM and Sales Enablement, or get in touch with our team to see exactly how our MarTech could help improve your marketing results.

Unique Exhibition Features You’ve Likely Forgotten About


Imageco will be exhibiting at next February’s Marketing Show North.


Taking your company to an exhibition event is one of the best marketing decisions you can make.

It gives potential clients the chance to see the team behind your business, and along with your incredibly-designed exhibition stand, how serious you are about your branding.

But even with high-quality graphics on your banners and branded pens, there are other ways to impress clients and ensure your exhibition ticket goes to good use.

First and foremost, you’ll want to cover more area than you might think is possible. With the little amount of space given to your brand, it’s worth utilising every last centimetre. Besides, it’s the small things that astound people. By investing in floor graphics, you can immerse intrigued clients in the aesthetic of your brand and cover up any potentially unappealing carpets.

Alternatively, there are a number of materials on offer that can spruce-up your corner. Rather than using standard designs, it might be worth investing in textile or canvas prints to bring opulence to your brand. Sixty-four per-cent of trade show attendees are not customers of the exhibitors’ companies – this gives you one chance at a first impression.

Once you’ve hooked the attention of a passer-by, you want to have good enough merchandise that it doesn’t end up at the bottom of their desk drawer. So, no pens, no stress balls. When an exhibition attendee looks for freebies, they’re actually searching for value. It’s essential to provide items that prove useful in their day-to-day life. Nice notebooks and quality post-it note pads will normally do the trick to impress them. As a bonus, whenever they put these items to good use, they’ll be reminded of your brand, staff and visual appeal.

People tend to prefer visual stimulation. In the digital age, this means preparing a presentation or a slideshow to display on a monitor at your stand. Adding this to your to do list already means you’ve made a massive effort.

Overall, you want to give visitors a unique experience. At Imageco, we use specialist frameworks that are bespoke to your needs. Our creative team can help you to step outside of the box and engage with your brand design in an immersive and exciting way that will put you way ahead of your competitors and fellow exhibitioners.

The Importance of Internal Communications to Your Marketing Strategy


Halston Marketing will be returning to Marketing Show North for their second year next February.


Sixty-four per-cent of internal communication (IC) professionals across twelve EU countries believe IC will “gain greater importance in the coming three years”, according to a study by FEIEA.

This is because B2C and B2B marketing agencies are noticing how valuable an effective employee communication platform can be to growing a company’s brand.

Brand longevity

The bridges of communication built between employees and employers through IC allow brands to communicate their “vision and direction”, according to Ilana Como, Head of Marketing and Communications at Alexander Mann Solutions in an interview with UKTN.

“Brands with longevity are built from the inside out, and employee engagement should never be overlooked as a vital element of an overarching brand and marketing strategy.”

Ilana Como, Head of Marketing and Communications at Alexander Mann Solutions

 

This internal conversation is “crucial to enhancing customer brand perception” because every employee is “effectively a spokesperson” – in the age of social media, every employee has access to a metaphorical, digital megaphone.

Digital technologies

Social media has given employees an active voice in the media – when things are going strong, the public will inevitably get their hands on the good news.

Therefore, IC is vital because it keeps your closest army of spokespeople in the loop: your employees. In addition, employee communications are important because dissatisfied or unknowledgeable staff can potentially damage brand reputation through either negative customer experiences or the megaphone itself being used to your detriment.

Essentially, through word-of-mouth, employees’ own personal networks and social media followers become aware of every internal happening within the company they work for. It’s vital to stay on top of this with an IC strategy.

Share-ability

By implementing IC platforms, employees are made aware of changes, important progression opportunities and how important their experience is within the company at large.

In turn, brand news, employee successes and positive experiences become sharable social media topics, marketing the brand effortlessly through simple human interaction.

When it Comes to Ads, Size Matters


Adroll will be exhibiting at Marketing Show North next February. The below article originally appeared on their Blog, DareToGrow.IO, a resource for ambitious brands looking to grow their business.


Using and making the most of an advertising space, regardless of its dimensions, is vital. Ads must be well designed and attractive, and they should give viewers a reason to click.

However, it’s also reasonable to say that the larger the ad, the more likely it is to grab attention and get in front of your target audiences. It’s hard to ignore an ad that takes up most of your screen.

Of course, that doesn’t mean you should disregard other ad sizes. Ad unit sizes impact and influence audiences differently, and over the last few years, we’ve changed our recommended ad sizes to help businesses increase their reach and enhance their performance.

We’ve picked apart data from our network of more than 37,000 advertisers to explore how recommended ad sizes perform, and now we’re passing on those insights to you.

Conversions and cost

The larger the ad, the more it’s going to cost. That’s a given. As a consequence, you’ll need to be able to allocate a significant sum to ensure a large ad gets in front of as many people as possible.

Our research has found that the larger the ad, the more likely it is a viewer will click on it and subsequently become a customer, so the cost can often be entirely justified. But is a large ad exactly what your business needs?

AdRoll recommends advertisers upload multiple versions of each of our six recommended ad sizes, as that allows our ad placement algorithm to test them and give priority to the ones that get the most clicks and conversions. This means that AdRoll advertisers can see the benefits of each ad size without manually tracking its performance.

Variety is the spice of life

While large ads are undeniably effective, incorporating a mix of ad sizes into your ongoing marketing efforts can be incredibly helpful.

Ad inventory—the amount and type of ad space that’s up for grabs in online ad auctions—is a competitive business. There is only a certain number of high-quality ad placements available, so there just aren’t enough to ensure your message reaches everyone you’re targeting. You know that saying about not putting all your eggs in one basket? That’s what we’re getting at.

Websites tend to have more inventory available in the smaller sizes because these are easier to build into most web pages. Having a range of popular ad sizes guarantees you’ll get more opportunities to show off your ad and means you’ll be able to achieve more while spending less.

Our six recommendations

1. Billboard

Dimensions: 970×250 pixels
Click-through rate (CTR) over medium rectangle: 105%
CTCR over medium rectangle: 78%

2. Half page

Dimensions: 300×600 pixels
CTR over medium rectangle: 253%
CTCR over medium rectangle: 37%

3. Medium rectangle

Dimensions: 300×250 pixels
Share of Google AdX inventory: 34%

4. Leaderboard

Dimensions: 728×90 pixels
Share of Google AdX inventory: 14.8%

5. Wide skyscraper

Dimensions: 160×600 pixels
Share of Google AdX inventory: 6.9%

6. Mobile leaderboard

Dimensions: 320×50 pixels
Share of Google AdX inventory: 29%

Ad news travels fast

When it comes to communicating your messages via advertisements, it makes sense to formulate a bespoke strategy that works in your best interests. All companies have different goals and objectives, so what works for one won’t necessarily work for another.

Developing and launching ad campaigns can be a daunting process, especially when it comes to ensuring all of your marketing collateral aligns, and that’s where AdRoll can help.