Tag Archives: digital agency

How to Scale Ecommerce Analytics Objectives into Measurable Goals

scale-google-analytics-fastwebmediaThe online marketing space is constantly shifting due to the rise of new technologies, services and marketing tactics, and e-commerce businesses are one of the many sectors that are highly affected by the constant evolution and change. In order for these business owners to survive and thrive, they need to make better decisions faster, which is why web analytics plays a big role.

Having recently worked with a large e-commerce client, I wanted to share how we scaled web analytics, created specific objectives and managed different contributors and reporting within the project.

Why should you bother with analytics?


The analytics implementation for this specific project was mainly to set up the tracking pixels with e-commerce of multi countries and micro campaigns that are running under various markets.  Analytics and data are extremely valuable in this case as they allow us to discover what activities work, which ones fail and immediately take action when it comes to finding solutions. The diagram below showcases the level of contribution, power and interest from different stakeholders:

stakeholders-ecommerce-fastwebmediaAs you can see in the diagram above, various stakeholders have different responsibilities and focus within the project. This presents us with a challenge!

The challenge with this particular client was that there were over forty different markets, each with its own website management and deployment team.  The large web of contributors that included various technical ad creative agencies as well as campaign managers made it difficult to track the progress and manage analytics for the global ecommerce client overall. To make it easier to understand what role the different stakeholders play in this project, refer to the diagram below:


Defining SMARTER Objectives

Marketers are already very familiar with defining SMART goals and objectives, but the main task for an analytics agency that oversees such a large scale project is to create a universal implementation framework based on country specific SMARTER objectives.  This helps to synchronise all marketing activities across various contributors and properly customise analytics tracking. SMARTER objectives are there to help you to test or filter realistic targets which you can use to assess the quality of measurements as well as eliminate any problems from the starting point and adapt important set up requirements.

  • Specific: Can the detail in the information sufficiently pinpoint problems or opportunities?
  • Measurable: Can a quantitative or qualitative attribute be applied to create a metric?
  • Actionable: Can the information be used to improve performance?
  • Relevant: Can the information be applied to the specific problem faced by the contributors?
  • Time bound: Can objectives be set for different time periods as targets to review against?
  • Evaluate: Can objectives support overall brand goals?
  • Re-evaluate: Can the objectives help you to review and assess the project?

Problems that may be encountered while working with cross-country teams

  • Each country might have different SMARTER objectives which would make universal web analytics implementation challenging
  • Multiple source deployment may disrupt your analytics implementation
  • Analytics and marketing objectives changes are sometimes not notified to the analytics agency
  • Testing and retesting time of analytics implementation
  • Deployment teams implement analytics without enough considerations

Important setup requirements to consider

  • Country marketing managers need to define SMARTER objectives for their respective countries and send these to the analytics agency
  • The analytics agency needs to define a common template of implementation methods from the SMARTER objectives
  • Choosing a web analytics platform based on anticipated data collection limits
  • Setting up analytics user permissions for different stakeholders
  • Consider an Analytics Tagging solution
  • Setting up different analytics views for stakeholders
  • User reporting duplication due to multiple analytics code
  • Setting up user journeys and customer personas

Universal Google Analytics

When you set up your objectives in regards to contributors, what’s next? As analytics experts, we suggest to start implementing Universal Google Analytics as this will give you a variety of customisable options required for this large scale project. Our client wanted to drive customers to its e-commerce stores worldwide as well as see how a variety of campaigns affect the customer journey on easy to navigate microsites. Below is the list of Google Analytics features that are useful to implement for this type of campaign:


Integration of reporting and visualisation


Now that you have all your analytics features set up and ready to go, what is the best way to assemble complex reporting? It’s important to take into account how to visualise the complexity of analytics and present it to multiple stakeholders.  There are a few solutions that are helpful when it comes to web analytics reporting:

  1. Tableu

Tableau is a great business intelligence and visualisation tool. The hosted solution allows you to integrate different GA data and create single views and multiple dashboards based on user requirement. It uses Google Analytics’ reporting API to pull data from Google Analytics and combine everything together to create a single view of the brand.

  1. Google Spreadsheets

Google Spreadsheets is a great tool to create great visualisations using the data from Google analytics. Google provides a plugin called Google Analytics spreadsheet Add-on to create custom dashboards. The beauty of Google spreadsheet is that you could also create scripts using JavaScript and create web apps.

  1. Custom Dashboards using GA reporting API

The final solution is to build a custom dashboard using GA reporting API.  The Google Analytics Core Reporting API gives you access to most of the report data in Google Analytics. With the Core Reporting API you can: build custom dashboards to display Google Analytics data, save time by automating complex reporting tasks, and integrate your Google Analytics data with other business applications.


What are your thoughts on implementing web analytics and reporting processes for large brands? Have you found this information useful? Do you have any suggestion you would like to add? If so please share them in the comments below.

Are you looking for an agency to take your digital strategy to the next level? With our SEO and Data Analysis services, we can help! Get in touch today for more information.


Also, check out our recent guide to Google AdWords which will give you valuable information to make the most of your PPC activity, starting with the best optimisation reports.


Digital Bytes: interactive Subaru campaign

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week, Subaru launches ‘The Big Night’ campaign, Facebook makes some significant ad changes, and Mother’s Day consumer trends surprise businesses.

‘The Big Night’ Subaru interactive campaign

‘The Big Night’ created by Japanese agency ADK and Great Guns Interactive, follows a young family man’s eventful journey in his new Subaru Forester towards the hotel where the ‘big night’ of the title is to take place.There are 98,304 potential variations of the film and 40 different endings which the brand claims means viewers could play the film continuously for 1.68 years and never see the same film twice. The most interesting part of the campaign is the player’s engagement into the creating the story; each individual has a chance to make the narrative their own. For example, Subaru connects Facebook into the experience so that not only will a user’s profile photo appear in the film but there is also a chance that, given the wrong combination of choices, the user’s entire Facebook photo stream might be played to a room full of characters at the film’s finale.

Facebook modifications in ads

The social network will reduce the number of ad units from 27 to fewer than half that over the next six months, after realising many of them accomplish the same goals. Standalone products that have already been lined up for the axe include ‘sponsored stories’, ‘questions’ and ‘offers’. The new ads with social content layered on top will be launched in Autumn. The move comes after research from Nielsen, comScore and Datalogix showed social context improves return on investment.

Mother’s Day consumer spending up to three times higher than Father’s Day

Rakuten released a global shopping trends infographic which shows that shoppers spend an average of 35 per cent more on their mums than dads. In the UK, 30 million cards are sent on Mother’s Day compared to seven million on Father’s Day, while 46 per cent of Brits will send a Facebook or text message instead of a card on Mother’s Day. This is particularly important to note for retail businesses in the future when planning their spring and summer campaigns. One of the ways could be optimising online shopping and engaging customers through onsite sections.

Digital Bytes: Online shopping dominates

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, a third of people do their shopping online, Manchester gets interactive outdoor ads and Twitter launch a video promotion tool…

A third of people do their shopping online

Over a third of people do most of their shopping online, according to new research. The study, which has been undertaked by Broadband Choices, found that 36 per cent of the 2,000 people surveyed do the bulk of their shopping on the internet, with 32 per cent still doing it on the high street. “It is no surprise to see online shopping becoming the favoured method for so many consumers,” Dominic Baliszewski of Broadband Choices said. “Broadband has revolutionised the way we browse and buy goods and services and the best deals these days are usually found online… While the British high street will always be an integral part of the shopping experience, we expect to see a continued increase in the amount of money spent online during 2013, and continued variation in the devices used for these purchases.”

Interactive digital touchscreens launched in Manchester

Twenty new interactive digital touchscreens will be unveiled at locations around Manchester as part of MediaCo Outdoor’s CityLive scheme. The initiative will be rolled out over the coming months and be in full operation by autumn, with a total of 2.3 million adutls expected to be reached by the campaign. “The CityLive network is another example of Manchester’s ambition to become one of the world’s leading digital cities,” Sir Richard Leese of Manchester City Council said. “These interactive screens are intelligent tools on our streets which, as well as carrying advertising, will enhance the experience of people in the city centre by providing useful, real-time information. Visitors will be able to find their way around using touch screen maps, for instance and communications about events in the city can be tailored and updated based on who’s around and what’s happening. Visitors will even be able to check the latest news and weather forecasts.” The touchscreens will feature built-in near-field communication capability (NFC) and facial recognition software.

Hashtags, bad spelling dominate Twitter

One in every four hundred words typed into Twitter begins with a hashtag, new research has found. Social media monitoring company Brandwatch studied the microblogging site across a period of three months and discovered, along with the high useage of hashtags, that one in every 179 English words in spelt incorrectly, with the most common error being a missing apostrophe. “Whether through deliberate misuse or ignorance, it is clear that the nature of Twitter and its strict character limit continues to encourage a higher rate of unofficial English,” said Brandwatch’s Joel Windels. “But rather than bemoaning the loss of the language, shouldn’t we instead be recognising this for what it is – a natural evolution? Last year the Oxford English Dictionary added well over 1,000 new words and meanings, including web-speak words ‘lolz’ and ‘tweeps.’ Changes to language are nothing new, but this research highlights just how much of an influence social media is having on how we communicate.” The study also found that women are more likely to elongate words (such as ‘soooo’), while men shorten phrases (‘gonna’ instead of ‘going to’).

Twitter launches video promotion tool

Twitter has launched a new video content promotion tool called Twitter Amplify. The tool will allow companies to promote shot clips, which will either be preceded or followed by a brief video advert. “We think these types of two-screen sponsorships are a win-win-win,” Twitter’s Glenn Brown said on the company’s blog. “Users receive spectacular, timely content that rounds out their TV experience or reminds them to tune in.” Twitter has already announced a handful of launch partners including Clear Channel, VEVO, VICE and BBC America.


FWM Digital Bytes: Apple’s top dollar

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Apple’s named the most valuable brand in the world and Yahoo seals their acquisition of blogging platform Tumblr…

Apple’s top dollar on brands list

Apple remains the most valuable brand in the world, according to the latest Brand Z list. 2013’s 100 Most Valuable Global Brands countdown is the eighth the company has created, and finds Apple valued at $185,071m and second placed Google at $113,669m, putting the search giant ahead of IBM, who fell a place down to third with a valuation of $112,536m. “Reputation has never been more important as buyers expect brands to operate in accordance with higher ideals and greater responsibility,” said Eileen Campbell from Millward Brown, who helped compile the report. “The best brands understand and appreciate more than just what people buy. Instead, they seek to understand and deliver what people buy into. So aligning your brand’s values with those of your customers isn’t just about doing good; it’s about good business.” The top five is rounded out by McDonalds ($90,256m) and Coca-Cole ($78,415m). The full report can be seen here…

Yahoo seal Tumblr acquisition

Yahoo believe their recent acquisition of Tumblr will have a significant influence on their revenue in 2014. The internet giant completed a $1.1bn deal for the blogging site earlier this week, with chief executive Marissa Mayer calling the venture a “unique opportunity”. Yahoo are hoping that the purchase will not only increase revenue, but also bring more users to their various tools and products, and encourage users to associate Tumblr’s reputation for creativity with Yahoo. “Tumblr is redefining creative expression online,” Mayer said. “On many levels, Tumblr and Yahoo couldn’t be more different, but, at the same time, they couldn’t be more complementary. Yahoo is the internet’s original media network. Tumblr is the internet’s fastest-growing media frenzy. Both companies are homes for brands – established and emerging. And, fundamentally, Tumblr and Yahoo are both all about users, design, and finding surprise and inspiration amidst the everyday.” Mayer added that while Yahoo will be cautious in their approach to monetising Tumblr, she insisted that any attempts would be “meaningful and add to the user experience.”

Twitter surpasses Facebook with teens

Twitter is overtaking Facebook as the preferred social media destination of American teenagers, according to a new study. Teens have cited oversharing from friends and an influx of adults as the primary reasons for leaving Facebook. “The key is that there are fewer adults, fewer parents and just simply less complexity,” said Amanda Lenhart of the Pew Research Center, one of the study’s authors. “They still have their Facebook profiles, but they spend less time on them and move to places like Twitter, Instagram and Tumblr.” Uptake of Facebook among teens has slowed over the last two years, according to the report, while use of Twitter has doubled, from 12 per cent in 2011 to 26 per cent.

Record TV from your Twitter feed

TV viewers in Brazil will soon be able to record their favourite shows via Twitter, thanks to a new innovation from SKY. When a subscriber to the company’s HD service registers their Twitter name on the Sky site, it is linked to their subscriber number. They will then be able to record via the social network by retweeting @skybrasil and including the hashtag #SKYREC. “This service gives new significance to the Twitter brand by facilitating action in the customer’s life,” Fred Saldanha, creative vice president at AgênciaClick Isobar who helped develop the idea, said. “By using #SKYREC customers don’t have to go to the programme, the programme goes to them. It’s a simple, innovative idea that is extremely relevant to the customer.” A video promoting the service can be seen here…


Digital Bytes: Tablet/mobile commerce rises again

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, mobile and tablet shopping rises again, users take to social media to complain about businesses and Sir Alex Ferguson sparks a Twitter storm…

Mobile/tablet shopping on rise

Shopping on mobile and tablet devices is on the rise again, according to data collected by Rakuten LinkShare. The company has found that 22 per cent of clicks and 17 per cent of transactions orginated from mobile/tablet devices in the first quarter of the year, with the beauty and fashion sectors spearheading the growth. Rakuten’s Mark Haviland said that the figures prove how effective tablets in particular are for sparking sales. “While browsing on smartphones is now commonplace, it’s the superior user experience on tablets, such as the larger screen size, that encourages consumers to make a purchase,” Haviland explained. “Our data reveals that as retailers optimise their sites for tablets, they have a great opportunity to increase sales through the affiliate channel by working closely with their CPA network to ensure they are actively targeting tablet users with the right content and responsive design to deliver a smooth buying experience.”

Poor customer service costs businesses

Poor customer service is causing businesses to lose £12bn a year, with complaints via social media contributing a greater portion of that sum than ever before. NewVoiceMedia surveyed over 2,000 UK adults in March and found half are put off by poor customer service, and 92 per cent have switched their service at least once in the last year. The survey also discovered that complaints on social media have increased, with 14 per cent of respondants saying they would complain via social media if they were unhappy with the service they recieved. “Customers have a stronger influence on a business’s success than ever before and it’s surprising how many organisations still aren’t getting it right,” said NewVoiceMedia’s Jonathan Gale. “Customer experience is a key differentiator. By doing it well, organisations can drive the customer acquisition, retention and efficiency that make leading companies successful.”

Google and Amazon named most influential

Google and Amazon are the most influential brands in the UK, according to Ipsos Mori‘s new report. Microsoft take third place in the company’s Top 100 Most Influential brands survey, with the BBC in fourth and eBay in fifth. “Tailoring products and services to how people live their lives and even changing their behaviours by identifying their needs are the reasons why these brands have reached the top ten,” said Ipsos Mori’s Gareth Jones. “It doesn’t have to be significant changes and you don’t even have to be a technology brand, but using technology in small ways such as to allow shopping online and picking up in-store – that is the kind of things that can change how consumers behave.” Apple feature in sixth, while Facebook are in seventh. Marks and Spencers, Royal Mail and Visa complete the top ten.

Ferguson dominates social media

Finally, Sir Alex Ferguson’s retirement as manager of Manchester United sparked off a social media storm that saw over 6 million mentions on Twitter within 24 hours. The frenzy of activity reached its peak 20 minutes after the story broke, with 16,000 tweets per minute being sent about the Scot. As a point of comparison, the appointment of the new Pope earlier this year attracted 7 million tweets within a day, while Barack Obama’s re-election in 2012 attracted over 31 million tweets.

Digital Bytes: Tablets and TV news

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Twitter and TV news, suspicions around new gTLDs and The Telegraph’s new paywall…

Tablets and TV news

Almost half of 25 to 34 year olds still use television as their primary source of news, but turn to the internet to find further information, according to a new survey. Conducted by BBC World News and BBC.com, in conjunction with InSites Consulting, the research also found that 83 per cent of the 3,600 people surveyed use their tablet device while watching TV. “Avid news consumers are hungry for information wherever they are and expect to stay in touch on all the devices they now own,” said Jim Egan, CEO of BBC Global News Ltd. “There’s been speculation for years that mainstream uptake of smartphones, laptops and tablets will have a negative impact on television viewing, but this study has found that the four devices actually work well together, resulting in greater overall consumption rather than having a cannibalising effect.” The survey also found that 43 per cent of tablet owners watch more TV news than they did five years ago.

Users suspicious of new domains

Three quarters of UK adults would feel safer visiting traditional web addresses rather than those that could be created after the introduction of the new generic Top-Level Domains. The new gTLDs will allow brands to customise their URLs, making sites such as www.store.addidas and www.tv.amazon a possibility. However, the advantages of increased brand identity may be outweighed by the potential loss of trust, according to research conducted by Afilias Limited. “The advent of new TLDs coming over the months ahead will result in major changes to the Internet,” said Afilias CMO Roland LaPlante. “Some of the world’s best-known companies will roll out a dot Brand extension, but our research shows consumers are unaware that these changes are coming and would avoid the new gTLDs due to their unfamiliarity. However, the new gTLDs offer consumers great benefits, such as reducing the risk of purchasing counterfeit goods online. Our research demonstrates that businesses need to seriously consider the ways that they will integrate the new gTLDs into their online strategies and how they will educate consumers about their benefits.”

Video traffic on the rise

Traffic to video sites now accounts for five per cent of all online usage, according to new research conducted by Experian Hitwise. The company found that UK internet users spent a total of 323 million hours watching videos in February 2013 alone, which represents an increase of 100 million hours compared to the same period in 2012. “Although the primary source of video is still entertainment, more brands are taking advantage of this medium and using it to drive traffic to their web pages,” Experian’s James Murray said. “Our data shows that nine per cent of video downstream traffic is going directly to retail sites. As online video continues to evolve as a marketing channel, it is starting to have a greater impact on online traffic in the retail, travel and finance industries. Brands would benefit from incorporating video as a core part of their digital strategy, driving awareness traffic to their sites and helping to generate further sales.”

Telegraph goes behind a paywall

The Telegraph has announced that it will erect a paywall on its website. Users can pay £1.99 a month for web and smartphone access, or £9.99 a month for full web, smartphone and tablet access. “Since The Daily Telegraph’s creation in 1855, our newspaper has aimed to bring readers Britain’s finest journalism,” a statement from the newspaper reads. “We were the first national UK newspaper to go online in 1994 and our commitment to bringing you the best writers has not changed. A record global audience, exceeding 60 million a month, is enjoying our award-winning website. The Daily Telegraph continues to have more subscribers than any British national newspaper. We are proud of that fact, and we want to reward our loyal subscribers. So from today, we will be extending our successful international web subscription model to UK readers.” Reports also suggest that The Sun will soon be behind a paywall.

Digital Bytes: Happy Birthday to Twitter

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Twitter turns seven, bloggers turn nasty and a man wants to turn an advertising board back into a face…

Twitter turns seven years old

“Just setting up my twttr,” read the first ever Tweet, on March 21st 2006, sent by co-founder @jack. Now there are more than 200 million active users, sending 400 million tweets each day. It’s changed the lives of people all across the globe and has certainly changed the way that celebrities, politicians and sportspeople interact with members of the public. A good example came this week when Ipswich Town fan @blutris89 sent a good luck message to defender Tyrone Mings that read ‘good luck today, wish i was there to watch, hopfully 3 points #skint’. He was no doubt astonished an hour later when Mings responded by asking him if he could get to the ground and then said ‘left u 2 tickets under the name tris monk. Shouldn’t miss a game cos u can’t afford it #ITFC’. All in all, a great use of the 7-year-old technology, even if Mings is probably up to his digital neck in tweets from #skint Ipswich Town fans before every game now.

Do digital advertisers really know that much about you?

One of the main fears of many internet users is how much information about them is being collected by websites and used by advertisers to tailor what gets promoted to them in the future. However, a new survey suggests that what information is being collected isn’t actually accurate enough to be useful. The survey, by a data-collection company called Enliken, involved 116 people and 9,000 data points from tracking companies. It revealed that Yahoo, for example, had collected data that was almost 50% incorrect, while Google’s data was 20% incorrect. Of course, the survey did has its own motive, as Enliken’s job is to try and encourage intenet users to actively tell them what they are interested in, and it suits their purposes to paint the tracking alternative as being less efficient. But it’s clear that this is an issue that will only get more controversial as technologies allow firms to gather more and more information about us to use for their own purposes.

Don’t mess with bloggers!

Dealing with the press isn’t as straightforward as it used to be, with PR staff having to take into account that there may be bloggers out there who are as influential in their field as a traditional journalist, if not more so. Working out how to sort out your press allocation for an even can be a minefield of dealing with bloggers of varying levels of professionalism, but the Conscious Capitalism conference in San Francisco found themselves under fire for trying to ensure that any bloggers getting free entry would pay for it with actual content. In their T&Cs, any writers not from ‘bona fide’ media organisations are told that they need to submit one blog post before the event and one after it, both about ‘some aspect of the CC 2013 event’. Unfortunately, the bloggers weren’t very happy with this, so an exec from Conscious Capitalism had to apologise: “We’re truly sorry for any offense that you may have felt and assure you that we welcome you to Conscious Capitalism as a non-paying member of the media, regardless of what you write (or don’t write) before or after the event.”They won’t be doing that again…

Human Billboard has a few regrets

Without advertising revenue, there wouldn’t be much to see or do on the internet, so users continue to have to get used to increasingly intrusive ads on sites like Facebook and YouTube, but sometimes they can be even more intrusive than that. Just ask Hostgator Dotcom, a Alaskan man formerly known as Billy Gibby, who has spent the last few years earning himself money by getting tattoos for websites on his body, as well as changing his name back in 2010. Unfortunately, he’s now regretting the idea, particularly the side of it that led to him getting adult website urls tattooed on his face. It earned him around $50,000, but he’s now desperate for just $4,000 to get rid of them. He blames the whole thing on his bipolar disorder, but because his appearance is stopping him getting jobs, he will have to get even more tattoos on his body to pay for the 18 procedures that he needs. There’s certainly a moral in there about being careful who you let advertise on your space. Or face.

Digital Bytes: Spotify team up with Ford

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Ford and Spotify team up, big data leads to big opportunties and Google and Twitter round-up the Oscars…

Spotify team up with Ford

Spotify has announced a partnership with Ford that will see the music streaming service integrated into all of Ford’s EcoSport SUV vehicles. The deal will give drivers access to Spotify’s 20 million tracks, marking the first time the company has officially participated in such a venutre – though Volvo and a number of other manufacturers are also working on similar systems. “This relationship was a year and a half in development,” Ford’s Doug VanDagens said. “With both Sync and AppLink coming to Europe for the first time this year, we wanted to have a great partner. We’ve been pursuing them, because of their leadership position. They’re the leader for streaming music in active subscriptions, paid subscriptions and number of countries, so it’s a good deal for us.” The service will be rolled out in America first, before moving to Europe.

Bargain hunters take to social media

Bargain-hunters are among the most prolific users of social media, according to a new survey conducted by GfK. The company discovered that 81 per cent of social media users take advantage of vouchers, coupons and other deals when online, while just 68 per cent of their offline counterparts do. “Through our experience in consumer trends, we have known for a long time that technology is a driver of change, working as a catalyst to allow other trends to flourish,” said Richard Bussy from GfK. “The research adds weight to our point of view that social media has a similar effect; regular users of social channels aren’t acting in altogether different ways because of social media, but rather are enabled by it to pursue their interests more easily and to a greater degree.” The survey also found that women are more likely to use vouchers, with 85 per cent of females saying they do, compared to 75 per cent of males.

Big data opens big opportunities

Big data is opening up a world of new mobile marketing opportunities, according to Unilever’s chief marketing officer Keith Weed. Speaking at the Mobile World Congress in Barcelona this week, Weed said that the expansive volume of information now available means that campaigns can be hyper-targeted, but warned that measurement is vital. “We have 600 market researchers around the world and one of their main tasks is to define the right approach to mobile for ROI,” he explained. “We are getting very interesting ROI on mobile and it certainly justifies our investment there. Not so long ago everyone was striving for 360-degree communication. We’re now shifting from that all-round planning of integrated channels to a 365 days-a-year, always-on approach.”

And the Oscar goes to…

The 85th Academy Awards took place over the weekend, and the ceremony was, of course, big news on the internet. Google have revealed that Jennifer Lawrence was the most searched for nominee, followed by Daniel Day-Lewis and Anne Hathaway, while Lawrence also topped the chart for the most searched for red carpet dress. Hathaway came second in that category, followed by Halle Berry. Meanwhile, Twitter has said that 8.9 million tweets were sent about the event – 2.1 million during the red carpet and a further 6.8 million during the show itself. Argo‘s Best Picture win was the most tweeted about event (85,300 tweets per minute), with Adele’s performance of ‘Skyfall’ being the second most tweeted about event (82,300 TPM). Twitter also proved popular with the stars themselves, with Samuel L. Jackson, Ben Affleck and Mark Wahlberg among the actors to tweet from the ceremony.

Digital Bytes: Google Shopping takes centre stage

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Google Shopping becomes a priority, YouTube launches a channel on FreeSat and online-only financial services dominate…

Retailers ‘must embrace Google Shopping’

Retailers must embrace Google Shopping or risk losing out, e-commerce company Summit has warned. The search engine has recently unveiled paid listings (called Product Listing Ads, or PLAs), but Summit warns that the long-term impact of such ads is worth the money spent and that the cost should not put retailers off. “The percentage of retail sales that are made through online search continues to grow exponentially,” said Summitt’s CEO Hedley Aylott. “While many retailers may focus on the cost of paid for listings, the opportunities for boosting sales are huge as Google adds new features such as catalogues, offers and shortlists. Customers using search in-store for price comparison will be the next challenge for retailers to tackle.”

YouTube to launch FreeSat channel

YouTube will launch a channel on free-to-air television in March as its bid to compete with traditional TV networks continues. The channel, which has been built in HTML5, will be available on Freesat and provide a “TV-optimised” experience for the viewer. “We’re happy to be working with Freesat so that Freesat users can now access YouTube from the platform,” said YouTube’s product marketing manager Peter Sherman. “Our creator community is developing quality content that will delight and inspire viewers and we’re pleased to be able to bring it to people in new ways.” Viewers will be able to access YouTube’s vast range of user-generated content through the channel, as well videos provided by its 60 original channels.

Online-only businesses lead the way

A new study has found that the online-only businesses moneysupermarket.com and moneysavingexpert.com are the most visible finance brands on Google. Money Super Market is the most visible in paid search, while Money Saving Expert dominates the organic results, according to Epiphany’s Financial Services Sector Report 2013: The Science of Marketing. “The more traditional high-street brands listed in the top 20 are those that established a strong presence relatively early during the shift in consumer research and purchase behaviour from offline to online,” said Epiphany’s Andy Heaps. “But many of the newer online-only entrants have risen to the top. And of course, sites that are more visible in search stand a greater chance of attracting sales from consumers who are now driving millions of financial services related search queries in the UK every week.”

Apple working on cheaprer iPhone

Apple CEO Tim Cook has said that the company are exploring ways of driving down the cost of an iPhone. He has explained that while it’s unlikely they will be able to make the iPhone itself cheaper, there’s a good chance they will create a new product that features much of the same functionality, but at a lower cost. “We are making moves to make things more affordable,” Cook says. “When we came out with iPod it was $399, today you can buy an iPod Shuffle for $49. Instead of saying how can we cheapen this iPod to get it lower, we said how can we do a great product, and we were able to do that. The same thing, but in a different concept, in some ways.”

Amazon is ‘most reputable’ company in US

Amazon is regarded America’s most reputable company, according to a new study by Harris Interactive. The company surveyed 14,000 members of the public and asked them to rank businesses based on six key points: social responsibility, emotional appeal, products and services, workplace environment, financial performance, and vision and leadership. Amazon toped the emotional appeal and products and services categories, and were in the top five of three other categories. The company secured an overall score of 82.62 out of 100, with Apple in second on 82.54 and Disney taking third on 82.12. Google came fourth and Johnson and Johnson finished fifth. Amazon’s vistory represents a significant shift from last year, when they were ranked fourth.


Digital Bytes: Email spend due to increase

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, spend on email marketing looks set to rise, users take a break from Facebook and Twitter scores a touchdown at Superbowl…

Email spend due to increase

Spend on email marketing will increase this year, according to a study conducted by the Direct Marketing Association (DMA). The organisation surveyed a wide selection of senior marketers and found that 89 per cent described email campaigns as “important” or “very important” to their work, while 56 per cent predicted their spend on email marketing would increase during 2013. “The report characterises 2012 as the year where email has defied market trends and carried the load in terms of delivering revenue,” chair of the DMA Email Marketing Council’s Email Benchinmarking Hub Dela Quist, said. “This is equally true for our clients, who closed 2012 up on budgets and targets for email but down in other channels. The result of these successes, as the report reveals, is that marketers will be investing even more effort in email in 2013.” The report also found that email marketing delivered an average ROI of £21.48 for every £1 spent last year.

Users ‘take a break’ from Facebook

Two-thirds of Facebook users take long break periods from the site, according to a study by Pew Research Centre. The centre discovered that the breaks can last for several weeks in some cases, with users citing a dislike for the gossip of their friends and the sense that they are wasting their time on the site as reasons for their absences. Other stats from the survey reveal that 20 per cent of internet users once used Facebook but no longer do, and only 8 per cent of those who have never signed up are interested in doing so. The full report can be seen on the Pew website, while a Q&A with the company’s Aaron Smith can be read here.

Mobile advertising revenue on the rise

Mobile advertising revenue will surpass $11.4bn in 2013, according to a new report conducted by Gartner. The figure, which is a significant rise on the $9.6bn revenue of 2012, is being attributed to mobile’s growing integration into 360 degree advertising campaigns, and is forecasted to grow to $24.5bn in 2016. “Smartphones and media tablets extend the addressable market for mobile advertising in more and more geographies as an increasing population of users spends an increasing share of its time with these devices,” said Andrew Frank, research vice president at Gartner. “This market will therefore become easier to segment and target, driving the growth of mobile advertising spend for brands and advertisers. Mobile advertising should be integrated into advertisers’ overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets.”

Twitter Touchdown!

Finally, 24.1 million tweets were send about the Super Bowl, with the in-game tweets per minute peak hitting 231,500. That figure came during the brief power outage, and it was followed by the 185,000 tweets per minute attracted by Baltimore Ravens’ star Jacoby Jones’s record-breaking 108-yard return. It was, however, Beyonce’s much-anticipated half-time show that attracted the most tweets of the whole event, with 268,000 being sent at her set’s conclusion. The game is, of course, also a huge platform for adverts, and of the 52 ads that screened during the game around half made mention of Twitter. Facebook was mentioned in just four, while Google+ didn’t get a single mention.