Tag Archives: Social Media

Jaguar is going digital

Jaguar has put digital advertising at the forefront of its efforts to target a younger, more vibrant audience. The creation and use of viral movies and other mobile media platforms are at the centre of this campaign to target the ‘enlightened elite’.

The new activity forms a part of the campaign to promote Jaguar’s new sports car, the F-Type. The F-Type is Jaguar’s first two-seater vehicle since the iconic E-Type of the 1960’s. As with the E-Type, Jaguar is looking to promote its reincarnation to a younger well healed audience.

Jaguar is Going Digital

Source: marketingweek.co.uk

Promotional activity for the F-Type will focus around a short 12-minute movie featuring Homeland star Damian Lewis, the short movie called Desire was created by Brooklyn Brothers and Ridley Scott Associates. Desire will prominently feature the F-Type being driven by Damien Lewis throughout in various action scenes.

The video content will form a large part of the campaign to position the F-Type range and the Jaguar brand as a purchase consideration to a younger audience than it has traditionally had in the past.

Further digital elements are to be introduced to the F-Type campaign following the culmination of the Sundance Film Festival in April, where Jaguar will be screening Desire. These elements will include TV adverts that can be scanned using the mobile app Shazam as well as activities that utilise AR (augmented reality).

Jaguar’s utilisation of digital activity shows that even well established luxury brands still see the potential in using social networking and viral videos to target a relevant audience.

With the F-Type ranging from £60,000 to £80,000, it remains to be seen whether a social media campaign such as Jaguar’s Facebook activity will increase sales of the vehicle, when one considers that 49% of social network users are aged 15-34.

The term ‘enlightened elite’ would suggest that Jaguar is trying to target a specific group of social media users who are young aspirational businessmen and women and have the means to purchase a product such as the Jaguar F-Type.

Although these individuals are a small percentage of social media users, they are well connected with other like minded individuals, therefore the ability to share videos and posts with friends could lead to a very effective targeting campaign for Jaguar.

Digital ad spend in the UK reaches record highs, surpassing the £5 billion mark in 2012 alone!

Research from the Internet Advertising Bureau has revealed a growth in digital advertising in the UK, with mobile accounting for 10% of all digital revenue in 2012.

Digital ad revenue reached an annual high of £5.42 billion last year, a record 12.5% year on year high, mobile advertising was responsible for approximately £526 million, revealing a growth of 148%!

With an increase in Smartphone ownership expected to reach 75% by end of year 2013, it is no surprise that mobile advertising has grown by an astonishing 1,601% up to £13million, even without EE’s 4G prevalent network which will only be made readily available to the majority of operators this autumn.

Mobile Advertising 2013

source: http://images.ientrymail.com/

It is also expected that the majority of search clicks in 2013 will come from mobile devices, with the prediction that mobile advertising “will undoubtedly be a billion pound medium within a few years”. Mobile has reached a milestone as marketers are becoming more attuned to the ‘always connected’ nature of consumers, who expect to engage with content wherever they are. This has resulted in advertisers encouraging consumers in all industries, to invest in integrated campaigns across online and mobile. As Anna Bartz from PwC, said: “The advertising market is shifting toward storytelling and integrated campaigns which give greater prominence to video and display formats with a higher degree of interactivity with the target audience”.

With the likes of social media sites such as Facebook, and with them recently unveiling plans for a Smartphone which it claims will “make the social network the home of Android devices, as it looks to expand its mobile advertising offering”,  it is no wonder that social media has contributed to this astonishing high turnover in digital advertising. With mobile advertising increasing from £265 million to £328.4 million in 2012, meaning that in only 3 years social media revenue has quadrupled at 383%.

Last but not least, video ad revenue is responsible for 12% of all online and mobile display advertising with an overall £160 million revenue, which has helped contribute to such a high digital ad spend in 2012.

The top five display advertising sectors in 2012 are as follows; finance (15%), entertainment and media (13%), retail (12%) and technology (9%).

Four Communications informative quiz on the UK Online Activity presence

social media and UK online activity

Source: fireflimedia.com

Here at Four Marketing and Media, we have put together a quiz to test our knowledge on the 21st Century. The answers have been gathered from a report produced by Ipsos Media UK, using a quota sample of 971 adults. Give it a go and see how up to date you are with modern day technology!

  1. What percentages of UK adults are accessing the internet via a mobile phone?
    1. 44%
    2. 80%
    3. 72%
  2. Can you guess what percentage of UK adults access the internet?
    1. 35%
    2. 65%
    3. 82%
  3. The percentage of these UK adults who use a social network site is….
    1. 56%
    2. 47%
    3. 80%
  4. Can you guess the percentage of how many of these online adults are accessing the most popular social network site, which is Facebook in the last 3 months?
    1. 60%
    2. 36%
    3. 75%
  5. What percentage of online adults have used Google+ in the last 3 months?
    1. 29%
    2. 66%
    3. 16%
  6. The percentage of online adults who have used Twitter in the last 3 months?
    1. 50%
    2. 19%
    3. 17%
  7. How much of the UK population has joined the 21st Century by buying a smart phone?
    1. 59%
    2. 50%
    3. 72%
  8. Can you guess the age bracket at which iPhone ownership is the highest in the UK?
    1. 20-45
    2. 15-34
    3. 15-45
  9. Can you guess which is the most common reason for surfing the internet in the UK is?
    1. Sending and receiving emails
    2. Accessing social network sites
    3. Online shopping
  10. What is the percentage of UK adults owning a tablet? (iPad, kindle, tablet of any kind, Microsoft)
    1. 18%
    2. 33%
    3. 49%

The answers are below:

  1. 44% of UK adults using the internet are now accessing via a mobile
  2. 82% of UK adults are accessing the internet
  3. 47% of UK adults access social network sites
  4. 60% of online adults have used Facebook in the last 3 months
  5. 16% of online adults have used Google+  in the last 3 months
  6. 17% of online adults have used Twitter in the last 3 months
  7. Smartphone ownership has risen to 50% of the UK population
  8. iPhone ownership is highest amongst those aged 15-34 at 33% in the UK
  9. Sending and receiving emails is the most common reason for using the internet in the UK
  10. 18% is the amount of adults who own a tablet in the UK

Changes at Google Create the Need to Re-think Online Marketing Strategies

Over the last 16 months Google has been making significant changes to their ranking algorithm. It started with the release of the “Panda” update in February 2011, which resulted in a decrease in search engine traffic and affected many online businesses. It was then followed by the “Penguin” update in April 2012, which is aimed at decreasing the search engine ranking of websites that do not follow Google’s best practices.

The “Penguin” update has impacted a large number of websites, including travel affiliate websites that had one thing in common; SEO strategy that depended on seeding a high number of links from low quality websites with over-optimised content.

These websites will not recover their organic search traffic and ranking unless they revisit their digital marketing strategy and make some major adjustments to their SEO strategy.

Travel websites now need to focus on the quality of their inbound links and the authority of the linking websites. They also need to re-evaluate their keyword strategy. With “Penguin” in place, top search engine result pages (SERPs) are dominated by big travel brands for highly competitive keywords. Smaller travel websites need to start focusing on lower-competition keywords, exact match domains and pursuing narrow niches.

Social Media is another area travel websites should focus on. Google’s search engine in particular is now implementing their own social network (Google Plus) into the way results are ranked on their SERPs. To make search results more relevant to users, Google favour links that are recommended by the user’s Google Plus network and rank it higher than other websites. Similarly, Bing and Yahoo favour links that are recommended by other social networks.

Overall, travel sites will perform well if their digital marketing strategy has an emphasis on inbound marketing such as content, SEO, social media, conversation and user experience.

Therefore, “Penguin” has created the perfect opportunity for those in the travel industry to ensure that their online marketing strategy is current and their site is optimised to its full potential. Only by aligning with “Penguin” guidelines can a site compete with similar services on search engines.

The rapid spread of social video

The digital landscape has fundamentally changed; media platforms have evolved, and user behaviour has been transformed. The internet is simply not the same as it was this time last year.

One of the more defining trends in the digital marketplace has been the rapid spread of social video consumption, which has been largely stimulated by the explosion of smartphone and tablet usage. We are therefore entering an age where we need to understand and appeal to every consumer individually and ensure that our strategies which were previously robust in an era of mass media remain relevant in the age of personal media which inevitably includes social video.

Targeted and personalised brand experiences can be achieved with social video companies which encourage organic advocacy and distribution of brand messages. Travel companies stand to benefit from this by taking more of a ‘right brain’ approach to their messaging and shifting their thinking from product (commodity) to place (experience) through the development of video content. Videos can help to make the travel planning and booking process a more integral part of the overall holiday experience, and the use of video imagery strategically placed on websites can give consumers an immersive experience of place, taking customers on a journey before their real adventures begin.

An Unruly Media Whitepaper published in January 2012 demonstrated social video to directly increase brand recall and association as well as video enjoyment. A snapshot of the results are below:

But how does this compare to traditional video format consumption via Television advertising? The results are encouraging.

The above results are not surprising given the latest insight from Kantar Media’s TGI survey, which revealed that 11 million adults (aged 15+) in Britain visit social networking sites more than once a day – which is where video is largely consumed online. Indeed Millennials (those aged between 18 and 34), are twice as likely to use video to determine which company to make a purchase from.

As consumers seek simpler ways of visualising and consuming a wealth of data that we come into contact with daily, could video content provide a healthier future for advertisers? We believe that it most certainly can and therefore should be integral to any marketing strategy.

Contact us today regarding your video strategy.

REF 1: What is social video?

Non-interruptive, user-initiated video format sold on a cost per engagement/view basis. The social video format launches only when the viewer actively chooses to watch the content. The content is delivered within a fully functional video player, giving the user total control of the viewing experience, including the ability to comment, share, re-post, pause and replay.

Plays can be delivered across a range of media (in-page, in-stream, in-text, in-game, in-app) and on multiple devices (smartphones, tablets, PCs, connected TVs).

Social video is all about engagement. Users are 40 times more likely to click a social video than a display banner. Social video also delivers an 8 times higher CTR than traditional pre-roll.

With social video, users choose to engage and share, and with no content limit or wastage it is no surprise that social video is currently delivering world leading CTRs.

Facebook set to be biggest display advertiser online

The leading social network, Facebook, is reportedly to become the world’s largest online display advertiser by revenue during 2011, surpassing both Google and Yahoo.

Forecasters are predicting a 95% increase in Facebook’s advertising revenues this year, jumping from $1.8bn to $3.5bn. Meanwhile, Google’s display networks, which include YouTube and DoubleClick, are expected to rise from $2bn to only $2.6 by the end of 2011.

Although this is very impressive growth from Facebook, these figures are based on only image and video advertising shown on a standard web page. Excluded from these statistics is Google’s revenue from search advertising, which produces considerably larger revenues each year ($25.4bn in 2010 and $8.3bn in Q1 2011 alone).

Facebook’s advertising revenues remain a fraction of Google’s search business, however, the social network’s 500m user base is impossible to ignore and and enabled them to lift their revenues rapidly.

A statement from Ian Maude, internet analyst at Ender said “Facebook is changing the dynamics, bringing new advertisers into the market as Google did in 2002 with search,”

It’s not known how long Facebook will retain this kind of advertising growth. With Google now setting display advertising on YouTube and its third party sites as one of its top growth priorities, Facebook is likely to be challenged  heavily as  the ‘top dog’ in online display advertising.

Four’s Opinion: This is not only a revenue victory for Facebook on image based advertising; Facebook has forced rivals like Google to make significant changes to their advertising game.

Google responded recently by creating a new search algorithm called “Social Search” which allows Google Search users to share and recommend search results on their search results. This applies to both paid and natural search listings.

It will be interesting to see how this competition will change the Web and Social networking as we know them.