ExactDrive News

The Rise Of Social Commerce

Posted by Eric Greener

Jul 31, 2014 11:30:00 AM

Frozen food brand Birds Eye recently celebrated the launch of its new ‘Inspirations’ range of meals by delving into the world of experiential marketing. As part of a social commerce experiment to measure the returns of Instagram, the Iglo Group owned business opened up a pop-up restaurant with a difference. In a world-first, customers were invited to settle their bill by taking photos of their meals and uploading them to Instagram, tagging #BirdsEyeInspirations.

Birds Eye introduced the ‘pay-by-picture’ campaign after consumer research revealed that 52% of Britons regularly take photos of their meals, with one in ten of us taking at least one snap of our food every week. This is backed up by the fact that there are currently 90 million photos of food on Instagram with a #food hashtag. Yes, that was 90 million.

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Topics: E-Commerce, Twitter, Social Media, Social Commerce, Instagram

Cause Related Marketing: Giving Value To Your Values

Posted by Adam Parikh

Jul 29, 2014 11:30:00 AM

Ever heard of Cause Related Marketing (CRM)? It’s a is bit of a trendy name, but how much do you know about it? The short and sweet version is that CRM refers to the formation of a commercial partnership between a company and a charity in order to market an image, product or service, for mutual benefit.


The term was first used by American Express in 1983, as they launched a $6 million advertising campaign to raise funds for a Statue of Liberty restoration project.

The company contributed a penny from each charge on American Express cards, a penny from each purchase of traveler's checks, $1 from each new card issued and $1 from every holiday sold at an American Express store, (worth $500 or more).

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Topics: Cause Related Marketing, Social Corporate Responsibility

Use Guerrilla Marketing When On A Tight Budget: Provoke Emotions

Posted by Tim Nichols

Jul 24, 2014 11:30:00 AM

Unconventional, whacky marketing tactics like guerrilla advertising can have a massive impact. Guerrilla advertising is much like guerrilla warfare: placing ambushes, sabotages, raids and elements of surprise within the marketing industry. Despite it often being a low-cost tactic that delivers maximum results, it can be a risky business when the reputation if your brand is on the line. Guerrilla marketing undoubtedly provokes very strong opinions and emotional responses.

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Topics: Advertising, Marketing Strategy, Guerrilla Adertising

Experiential Marketing Helps The World Experience Your Brand

Posted by Tim Nichols

Jul 22, 2014 11:30:00 AM

Experiential marketing works because it connects customers to brands through live, face-to-face experiences. This strategy carries an inherent risk: if your campaign isn’t engaging and compelling, the result is probably worse than that of a poor flyer, email, or TV ad. With the latter, more traditional marketing methods, users already have an element of disconnection - they can turn away, click a mouse or change their TV channel. But with experiential marketing your target audience is slap bang in the middle of your campaign. For that reason, it’s vital to know what you’re dealing with and how to do it well. 

When experiential marketing campaigns succeed, they usually do so in explosive, incredible ways. It’s useful to highlight a couple of brilliant experiential marketing campaigns to take note of the creativity.

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Topics: Branded Entertainment, Advertising, Experiential Marketing

Content Marketing: The What, Why And How

Posted by Tim Nichols

Jul 17, 2014 11:30:00 AM

Contrary to popular opinion, the idea of ‘content marketing’ and its importance isn’t a new one. Bill Gates first drew attention to the concept in his appropriately-titled 1996 essay ‘Content Is King’. In the essay, he talks about his predictions for the Internet after its recent birth and his message is simple: understand that companies who find ways to inform and entertain will thrive on the Internet and reign supreme. Content marketing is on the rise.

Gates’ 18-year-old prediction was accurate - it’s still an extremely important issue today. Content marketing should be adopted as a philosophy, not taken to and tested like a trend. There are plenty of misconceptions and assumptions about content marketing, so what’s it all about?

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Topics: Internet Advertising, Infographic, SEO, SEO Recommendations, Content Marketing

Is It Time To Use Comic Books In Your Marketing Strategy?

Posted by Adam Parikh

Jul 15, 2014 11:30:00 AM

Comic books are cool. Everyone remembers reading them as a kid. Many of us still read them. Almost of all of us still love them. When it comes to storytelling, it’s hard to beat the success of the comic book. The history of the comic goes way back - scholars can trace its origins to as far back as the Lascaux cave paintings (over 1700 years ago).

And it’s fair to say that the comic book scene is extremely vibrant today. Despite technology and our ability to read content on smartphones, laptops and tablets, comic books are a visual medium that expresses ideas in a popular way. And it’s this storytelling prowess that marketers today can learn from when they plan their campaigns).

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Topics: Internet Advertising, Advertising Strategy, Comic Books, Marketing Strategy

Advertising Spend Trends On Facebook, Twitter and YouTube

Posted by Tim Nichols

Jul 9, 2014 11:30:00 AM

Although brands are increasing their spend on social media advertising, only a relatively small portion of it is going to ads - according to a new survey of Ad Age readers.  

Ad Age and RBC Capital Markets jointly conducted their fifth major survey of marketer attitudes toward social media and the survey polled 1,682 executives at marketing, agency and media companies for their opinions on FacebookTwitter and YouTube (which was included for the first time).

It seems that marketing teams are spending slightly more in digital and social media channels than in previous years, but this spend is still a relatively small part of overall advertising budgets. So what’s the thinking behind it?

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Topics: Online Advertising, Facebook Advertising, YouTube Advertising, Mobile Advertising, Twitter, Facebook Ads, Social Media Advertising, Social Media

Developing Countries Want To Advertise On Facebook

Posted by Tim Nichols

Jul 7, 2014 11:30:00 AM

As Facebook’s lead ad planner, Kelly Maclean’s job is to watch people watch advertisements. In emerging markets, the heat is on to study local activity so that Facebook can come up with advertising methods that perform well in developing countries. She travels to places like Brazil, Indonesia, South Africa to get an inside look at what works and what doesn’t.

So what’s the main difference between Facebook advertising in places like this and countries in Europe and the US? In the US it’s fair to say that social media advertising is rife, to the point where it can sometimes get in the way of ‘socializing’, or it becomes a bit of an intrusion on your digital world. It’s a cluttered marketplace where brands battle for their piece of the action, but it’s a very different story in the developing World where it’s still a novelty to see and hear what big brands have to say. MacLean said:

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Topics: Online Advertising, Facebook Advertising, Mobile Advertising, Facebook Ads

Mobile Advertising: 4 Tips To Be Successful

Posted by Eric Greener

Jul 3, 2014 11:30:00 AM

Mobile advertising is becoming more and more popular and important all the time. It’s no secret that we’re deserting our desktops for tablets and smartphones; in fact, mobile traffic is set to overtake desktop this year. With a mobile device people can do so much more on the Internet: anytime, anywhere. So above anything else, today’s marketing teams should be focusing on these ‘always-on’ consumers.

Take a look at the stats to see how this mobile advertising trend is exploding:

-          UK advertisers invested an average of £1 in every £6 they spent on digital mobile advertising last year.

-          Spend on mobile advertising doubled year on year to pass the £1bn mark for the first time. And mobile ad spend is expected to nearly double again in 2014 to almost £2.26 billion (32% of total digital).

-          On the back of this, m-commerce is expected to increase by 53.3% in 2014, more than triple the 15% growth rate for retail ecommerce.

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Topics: Advertising Strategy, Advertising, Mobile Advertising

Social Media Advertising

Posted by Scott Bagguley

Jul 1, 2014 11:30:00 AM

Social media advertising is an exciting marketing platform, now more than ever. The medium is constantly in development and 2013 saw massive changes and growth, with new features, targeting options, and channels to explore. But 2014 is proving to be even bigger.


Twitter had a big year in 2013. Perhaps most importantly, Twitter filed for and successfully completed their IPO (Initial Public Offering) and floated on the New York Stock Exchange.

Throughout 2013 and leading up to the IPO Twitter successfully overhauled the advertising interface and targeting functionality, launched TV ad targeting and created the impressive Lead Generation Cards. Now we have Tailored Audiences (remarketing) and a true 'broad match' for keyword targeting.

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Topics: Facebook Advertising, Twitter, Facebook Ads, Google+, Social Media Advertising, Google Plus, Social Media

How to Maintain Style Alongside Keyword Density When Writing SEO Content

Posted by Adam Parikh

Jun 30, 2014 11:30:00 AM

Creating good SEO content is something of an unsung skill. Perhaps that’s because it’s a relatively new writing discipline. There’s a constant call for high quality SEO content on the web and an ever-growing demand for accomplished writers who understand how to create effective optimized copy. In short, consistently publishing quality content that is SEO aware in the form of case studies, blogs etc. it will help generate a growing amount of incoming organic traffic to your website.

If you’ve never written content for the purposes of SEO before then there are a few things you need to consider before your begin. First, it’s really not as easy as it sounds, especially when it comes to maintaining style while still making sure the content’s keyword density meets requirements. Anyone who tells you it’s a piece of cake is misinformed, or simply out to mislead. We’ve all seen advertisements that claim that writing SEO content requires no experience, and most of us have had the misfortune to come across copy written by people who believe that. The results are risible at best. And even if the amateurish blog or substandard article does manage to pull traffic to the site, visitors’ interest won’t be held for long if the content is poorly written or inaccurate. This happens all the time, and it’s bad news for the companies who have bought second-rate content and deservedly bad news for the companies who employ so-called writers to provide it. Neither will be in business for long.

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Topics: Keyword Density, SEO, SEO Recommendations

Conversion Attribution

Posted by Eric Greener

Jun 26, 2014 12:12:00 PM

When an advertiser's conversion pixel loads, ExactDrive's online advertising platform determines if that pixel load can be associated with a user, and if so, whether the user has converted in response to having previously viewed or clicked one of the advertiser's creatives. This process is called conversion attribution.

ExactDrive performs conversion attribution using the "post-view/post-click" method. Depending upon whether you've created a "post-view" or "post-click" conversion pixel, or a "hybrid" conversion pixel (which is triggered by views or clicks), the conversion will be attributed differently.

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Topics: Advertising Optimization, Conversions, Conversion Attribution

Negative Advertising at Its Worst: Poisoning the Well

Posted by Tim Nichols

Jun 24, 2014 11:30:00 AM

Negative advertising or “poisoning the well” is the practice of attacking a competitor or opponent to make yourself look more credible. The logic behind the practice is that if the other party's reputation is damaged, you end up looking better. While poisoning the well is de rigeur in political advertising, businesses also use it as a part of their overall advertising strategy. It’s particularly popular in the tech industry, where rivalries tend to run deep. This smear tactic technique is also frequently used by a second or third tier competitor as a way to try to tarnish the market leader’s image. Below outlines a couple google examples of negative advertising.

Scroogled (Courtesy of Microsoft)

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Topics: Online Advertising, Banner Ads, Negative Advertising, Attack Ads

3 Steps To Increase Conversions For Your Website

Posted by Rob Wagner

Jun 19, 2014 11:30:00 AM

Once you have established a sound online advertising campaign strategy by setting up your social media profiles, creating content for your website, optimizing your website's infrastructure and content for the search engines, you should start seeing a significant increase in traffic within the first few weeks. However, what really counts when it comes to website traffic is not numbers alone - the quality of this traffic is what's important. You could have a thousand unique visitors per day, but if you are only generating one lead or getting one sale per day on average, your marketing efforts clearly aren't achieving much. In order to make your increasing visitor numbers count for something, you will need to take every step that you can to increase conversions. Converting as many visitors to your website into leads or paying customers is the ultimate key to success rather than sheer numbers alone. 

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Topics: Online Advertising, Advertising Optimization, Conversions

6 Important Characteristics Of A Successful Online Entrepreneur

Posted by Tim Nichols

Jun 17, 2014 11:30:00 AM

The personal qualities you have are just as important as the resources you attain to build your online business. It is very difficult to achieve success as an entrepreneur in general. It is even more difficult to achieve success without the 6 traits below. This article suggests 6 characteristics you need to make your journey easier and more productive.

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Topics: Entrepreneur

4 Performance Tweaks for Facebook Advertising

Posted by Scott Bagguley

Jun 12, 2014 11:30:00 AM

As one of the largest and most influential ad networks on the planet, Facebook ads can do a lot for your business. But like any serious Internet marketing campaign, advertising on Facebook is a continuous battle of tweaks and optimization. Fortunately, there are dozens of ways to squeeze every last bit of value out of your ad dollar on Facebook. Below we'll look at four simple performance tweaks anyone can use to improve their Facebook ad campaign in only a few minutes. 

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Topics: Advertising Optimization, Facebook Advertising, Facebook Ads

Is the Twitter Mute Button An Online Business Killer?

Posted by Eric Greener

Jun 9, 2014 11:30:00 AM

Twitter's new mute button is designed to allow Twitter users to select specific users and mute them. Once a user has been muted their tweets and retweets will no longer be visible to the person who chose to mute them. Being placed on mute may not be as drastic as being unfollowed, but it certainly raises a few concerns for online business owners and Internet marketers because those who are muted will have no way of knowing the action has occurred. Worse still, if the user forgets to, or chooses not to un-mute, the mute will be effectively as good as an unfollow.

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Topics: Twitter Mute, Twitter, Twitter Mute Button

The Importance Of Mobile Advertising

Posted by Rob Wagner

Jun 5, 2014 11:07:00 AM

Mobile advertising is not only alive and well but is fast becoming a key component to a growing amount of successful digital media plans. It’s been predicted that 1.75 billion people worldwide will own a smartphone by the end of 2014. Mobile phone users are rapidly switching over to smartphones as devices become more affordable and 3G and 4G networks advance. It’s this smartphone explosion that gives brands the opportunity to connect with consumers in a real-time, real-world environment. It’s an advertiser’s dream.

But it’s not all plain sailing, and in some ways, mobile is a complex advertising method. One of the reasons advertisers and marketers are faced with challenges is because, from an advertising perspective, mobile is so different to web. Browser cookies aren’t available to follow people and get to know their likes and dislikes; user attention is short and frequent, spread between apps and browsers, maps and messaging; and although smartphone users check their phones up to 150 times a day, it’s often only for seconds at a time.

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Topics: Online Advertising, Advertising Strategy, Mobile Advertising

Video Advertising Builds Brand Awareness

Posted by Tim Nichols

Jun 4, 2014 10:06:36 AM

When you want to engage consumers and build brand awareness, there’s no denying the impact of video advertising. By connecting the power of sight, sound and motion you’re onto a winning formula that can captivate your audience and filter out some of the other digital distractions that people are faced with every day.  What’s more, if you go viral you’ll be onto something huge that could transform your business.

The proof is in the stats. YouTube receives more than 1 billion unique visitors every month and they’re watching more than 6 billion hours of video. Between mid-2012 and mid-2013, mobile video advertising grew by 1,260% to roughly $40 million, and video’s share of online and mobile display has grown by 50% to 18%.

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Topics: Online Advertising, Video Advertising, Mobile Advertising

5 Reasons to Advertise on Facebook

Posted by Tim Nichols

Jun 3, 2014 11:30:00 AM


It doesn’t matter if your business is big or small. You may be a startup upstart, using guerilla marketing tactics to capture any hearts and minds you can reach. You may be the established super-power business in your part of the world, marshalling enormous resources to conquer the world.

Whatever your situation, you cannot ignore Facebook advertising. It is a platform that is coming into its own because of its reach and accessibility.

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Topics: Online Advertising, Facebook Exchange, Facebook New Feed Advertising, Facebook Advertising

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