Tag Archives: Digital Media Agency

Digital Bytes: Stella Artois’ new social media app

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week, our post focuses on Stella Artois’new social media app, Netflix contract with Virgin Media and Heyo joins largest online retailers.

Stella Artois launches social media gifting app

The app allows users to share a voucher code through Facebook that can be redeemed at participating on-trade locations. AB In Bev says this new technology will allow the brand to engage with consumers in real life situations at bars and pubs. It will follows in the footsteps of Diageo’s use of NFC to offer Guinness drinkers the chance to win a complimentary pint when they tap their smartphones against the harp logo on newly installed pumps. Phil Pick, Stella Artois marketing manager, says the gifting app’s objective is to help “drive value for our growing online Stella Artois community of fans”, while “bringing these fans from the online world into the real world to enjoy our beer.

Netflix signs with Virgin Media

A pilot of the Netflix app will launch this week for 40,000 households with Virgin Media TiVo, the broadcaster’s pay-TV service. A full rollout to 1.7 million homes will follow later in the year. The addition of Netflix will allow Virgin Media TiVo users to watch Netflix original programmes such as ‘House of Cards’, ‘Hemlock Grove’ and ‘Arrested Development’, as well as series such as ‘Breaking Bad’ which are available only on Netflix. Netflix members can log in and new members can sign up for Netflix through the app. US-based Netflix is seeking a creative agency for a Europe-wide advertising push, in a bid against rival internet content services Love Film and Blinkbox. Bill Holmes, global head of business development for Netflix, said: “The UK has given Netflix a fantastic welcome and we’re excited to be partnering with Virgin Media to bring an amazing Netflix experience to Virgin Media customers.”

Heyo joins major online retailers

Social shopping website Heyo, has revealed deals with retailers Amazon UK, Argos Rakuten Play.com, and eBay to help promote their products through the site. Established in September by Andy Harrington, the site aims to use product recommendations to help companies drive e-commerce sales. Harrington revealed that the agreed contracts with the major retailers will come into place in the coming weeks and will include access to their data feeds of products and any commissions on sales made.

Digital Bytes: Apple emphasizes design and global audience

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week, we are looking at new online campaign focus from Apple, Hertz concurring Wimbledon courts and Red Bull viral bike stunts.

‘Intention’ campaign by Apple

Apple has published a new online campaign dubbed ‘Intention’, a minimalist animation which seeks to communicate the tech giant’s design ethos to a global audience. The work speaks to Apple’s intention to perfect things versus just make them. Designed by Apple in California an intriguing effort that shifts focus away from people’s fixation with where something is manufactured to where it’s designed. While brands will always seek out the lowest possible costs to make their products, they’re less likely to outsource the design of those products. The new ad is the next part of the current Apple campaign that started with the “Photos Every Day” ad and continued with the “Music Every Day” ad “Music Every Day” ad. The campaign is a collaboration of Apple and long-time ad agency TBWA\Chiat\Day, and focuses more on the quality and reliability of Apple products than attempting to do head-to-head comparisons with the Android ecosystem.

Hertz Wimbledon campaign

Hertz Corporation has unveiled a through-the-line campaign to surround The Wimbledon Tennis Championships, which will see Hertz Fastest Serve competition have fun trying to beat the scores of tennis champions. Thirteen large billboards will be updated every 24 hours by JCDecaux at the Wimbledon rail station to feature the previous day’s winner of the fast service competition. The video forms part of a bigger integrated campaign to promote Hertz’s partnership with championship which was recently renewed for another five years. Michel Taride, group president of Hertz International, said: “It’s a privilege to be celebrating 19 years in partnership with Wimbledon, and testament to the staff and drivers that continue to provide an outstanding service year on year. Sports fans have long been a core audience for Hertz, so being able to engage with them on a one-to-one basis this year via the Hertz Fastest Serve competition is a great opportunity, particularly at events like Wimbledon that attract such a diverse, international crowd.” This is the first time Hertz has run experiential marketing activity as part of their long term partnership with the tournament.

Red Bull stunts go viral

Scottish street trials cyclist Danny MacAskill has topped this week’s Viral Video Chart with a amazing new array of bike stunts for Red Bull. The acclaimed rider and YouTube favourite has scored 2.7m views for the ‘Imaginate’ video, shooting straight to the top of our Brand chart with 100,000 social media shares in seven days. MacAskill’s feats mean a bizarre tutorial from John McAfee, the eccentric millionaire behind the McAfee Antivirus software, has set to settle for second place on this week’s chart.

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: Ditch the clicks, say Facebook

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week Facebook tells brands to forget about clicks and British Gas go mobile…

Facebook: Ditch the clicks

Facebook have unveiled new metrics and told brands to stop focusing on clicks as a measurement of success. In a post on the Facebook Studio blog, the company’s Head of Measurement and Insights, Brad Smallwood, writes that “99 percent of sales generated from online branding ad campaigns were from people that saw, but did not interact, with ads.”. This, he argues, proves that “it is the delivery of the marketing message to the right consumer, not the click, that created real value for brand advertisers”. The data comes from research conducted with data mining company Datalogix, who Facebook have recently announced a partnership with. Through this partnership, Facebook are hoping they can provide metrics that will track the relationship between Facebook exposure and real-word spending. “For us, this is a turning point,” Smallwood added at the IAB MIXX conference in New York. “We’ve been flying blind and metrics haven’t moved from being focused on CTR as a result. Our study with Datalogix has shown us that this isn’t what we should be focusing on. Clicks are great, but it’s impressions that create value…Just like TV advertising, it is reach that drives revenue for online brand marketers.”

Online retailers disappoint customers

Online retailers aren’t delivering on the expectations of their customers, according to a new study from EPiServer. The report, entitield ‘Benchmarking the Digital High Street: UK e-commerce performance Index 2012’, polled 1000 consumers about their expectations of a retail website and then measured them against a best practice benchmark assessment of 25 top reatiler’s websites. The average reatiler score was 58 per cent, which is down on 2011’s total of 63 per cent. “Our findings highlight areas where even the UK’s top retailers are risking customer loyalty, extra revenue and market share by underestimating consumer expectations,” said David Bowen, product manager at EPiServer, “many of the problem areas could be fixed easily and at very little cost.” Retailers were marked across four areas: overall exprience, browsing, buying and after-sales.

British Gas look to mobile

British Gas mobile experience manager Neil Swanston has said the future of the business depends on improving their mobile offering. Swanston was speaking at the Mobile Marketing Live conference earlier this week and said that nine per cent of British Gas’s traffic was being generated through its mobile app, with 76 per cent coming from PC and 15 from mobile to website. “We’re in the very early stages of understanding the power of what [mobile] can do, so we’re in the infancy stages like a lot of businesses and it’s my job to understand consumer behaviour,” explained Swanston. “We have to now start to talk to our customers through those channels where they want to talk to us – suddenly the success of our future business depends on it. Any business will tell you the more products a customer holds with you, the more loyal they are. We are just a utility company, but we now know the power of the connected smartphone space which has been talked about for many years, is starting to become a reality.”

CW take digital to print

American TV network The CW have taken to print to promote their digital offering. In a first-of-its-kind move, the company has run an advert in the latest edition of Entertainment Weekly that contains a small LCD screen that features a stream of tweets from @CW_network. “We’re always trying to look at things that are first to market, that are really going to let people know that we are a digital network and that digital media is part of our DNA,” said Rick Haskins, executive vice president of marketing and digital programs at the network. He added that the aim of the advert is not to boost followers, but about “solidifying CW as a leader in digital and social thinking and execution.” The ad appears in 1,000 copies of the magazine across New York and Los Angeles and runs on a custom-built Andoid device with 3G connectivity.

Digital Bytes: Twitter helps journalists

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. In this week’s FWM Digital Bytes, we look at how journalists are using Twitter, Nestle’s new GPS powered campaign and the continued rise of ebooks…

Twitter: a help and a hinderance

Social media isn’t just helping brands connect with potential customers, it’s also proving an important research tool for journalists. A new study carried out by Cision and Canterbury Christ Church University has found that 28 per cent of UK journalists believe that sites such as Facebook and Twitter are essential for their job. Broadcast journalists were found to be the biggest users of social media, while magazine journalists were least likely to use it.  “The majority of [journalists] use two or three social media tools regularly for professional tasks,” the report found. “The most popular social media tools are microblogs, namely Twitter, professional social networking sites, such as LinkedIn, and social networking sites, such as Facebook. 47.9 per cent of respondents had more than 500 followers/friends on their preferred social networking or microblogging site, and only 13.7 per cent had fewer than 100 followers/friends.” The report’s findings weren’t all good news for social media though. It also found that social media is regarded as a drain on journalists’ time, with 34 per cent of respondants saying they disagreed with the statement that ‘social media improves productivity’.

Nestle know where you live

Nestlé UK have launched a GPS based competition that locates winners the moment they open specially picked chocolate bars. GPS trackers have been fitted into a handful of KitKat, Aero Peppermint and Yorkie bars and when a winning bar is opened, it will automatically alert the Nestle team who will track down the winner and send them a check for £10,000. Nestle are supporting this activity with a series of outdoor billboards that feature integrated NFC and QR touchpoints. Users can use the touchpoints to access a mobile landing page that offers the chance to win one of 2,000 secondary prizes. Graham Walker, Nestlé UK’s trade communications manager, said: “Nestlé Confectionery is delighted to be first to market with this highly innovative GPS based promotion. We believe this promotion will particularly appeal to men, attracting them to the chocolate singles category and thus driving incremental sales.”

Twitter reveal new look

Twitter have unveiled a new look designed to “help you get to know people better”. The company’s chief executive Dick Costolo revealed the new layout on American breakfast TV on Tuesday, showing that the site now features a header photo (not unlike Facebook’s cover photo) and gives greater prominance to photos, with the image section moving up in the left hand pane and featuring bigger thumbnails. “Starting today you can make your presence on Twitter more meaningful with new Twitter profiles,” a post on the Twitter blog reads. “Upload an all-new header photo on mobile apps for iPad, iPhone and Android or twitter.com, and the same image will appear whenever anyone views your profile on the web or these apps. You can upload your header photo, which appears above your Tweets, to express yourself instantly, anywhere.” The site’s mobile and tablet have also been changed as part of the redevelopment.

Children turning to e-books

Children could become more accustomed to reading from an e-reader or tablet than from a traditional pritned book, according to a new report commissioned by the Pubishers’ Association. The research has revealed that sales of children’s e-books have almost tripled since last year, with over 2.6 million kids’ e-books sold in total. Richard Mollet, chief executive of the Publisher’s Association, said:  “The growth in children’s e-books is really a reflection of the fact that children’s digital books have become more possible in the last 12 months. For example it has only been in the last year where the publishing format has allowed for flowable text, and that is one of the reasons why children’s books have taken off in digital recently.” Sarah Odedine, managing director of children’s fiction publisher, Hot Key Books, added: “It is entirely possible that people will be more used to reading from a screen than a page, and I do not think it matters in the least, so long as they are reading. I think it is marvelous. There was a time when there weren’t any paperbacks.”

Reading infographic

More facts and stats on the future of reading can be seen in Schools.com‘s great infographic. They’ve found that consumers who own an e-reader read 24 books a year, while those who don’t only read 15. They also found that the Amazon Kindle is by far and away the most popular e-reader, and that Baby Boomers are 19% more likely than any other age group to own an e-reader. The Schools.com infographic can be seen here.