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9 realities of real-time marketing

In a world where the average consumer expects a response within the hour (42%, Edison Research), and has the attention span less than that of a goldfish (8 seconds for humans, the goldfishes’ is 9 seconds), constantly connected from wherever they are – the prospect of ‘real-time marketing’ seems like a tasty, tantalising way to…

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Does social reflect public opinion?

“What’s Twitter saying?” “What’s the hashtag?” So entwined is social to our world, that to get the latest news we often go there first – but are we right to look to Twitter and other social networks to gauge wider public opinion? A study in 2013 by Pew Research showed that whilst Twitter did display…

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Understanding the social journey from screen to holiday selfie

The days of visiting actual travel agents and waiting on faux leather couches to be served whilst being visually accosted by A1 posters of smiling families splashing in the waves and creatively bankrupt taglines (“New Zealand! Bring Your Mum!”) are long gone. A holidaymaker’s entire journey from skiving off work to Google “best holiday destinations”…

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Just how social was the #socialmarathon?

On Sunday 26 April, alongside around 38,000 other intrepid runners, I ran the 2015 Virgin Money London Marathon (I promise this will be the last time I mention it). To make it harder for myself, I decided to live tweet my way around the course. Along the way, I learned some very valuable lessons about…

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Social Media Automation Pros and Cons

  For small business owners, automation tools can be incredibly useful things. But, like all tools, relying too heavily on social media automation will end in tears. Maintaining a brand identity and personality on social media is an important part of the relationship you want to have with your customers, and automation can damage that…

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Why personalisation could be turning off your customers

We are all aware of the latest marketing buzzword – personalisation – and the notion that brands now have the ability to follow users every “internet” step to ensure they get a 360 degree understanding of their customers. This, in theory, allows brands to personalise messaging, offers, new product announcements, and so on. However, are…

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Top 3 places travel consumers are hanging out on social

From asking followers for hidden-gem holiday destinations to posting the ubiquitous sunset selfie (framed by palm trees for added effect) and bragging about how amazing and life-affirming their holiday was afterward, travellers are a noisy bunch in social media. So much so that a recent study shows that social sharers, commentators, socialisers, creators and reviewers…

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Facebook Topic Data – A new age of ‘Human Data’

  A huge change in readily accessible data on social media is about to occur. On 10 March Facebook announced it would be closing off third party API access to its user activity data to make way for something a lot more exciting. Facebook Topic Data. What does this mean? Well, previously third party data only…

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