Social Media Gladiators: a Fight to the Death?
Posted by Paul Burani on February 27th, 2010
Have social media begun to reinvent the way we use search engines?
To understand what might be in store for this marriage in 2010, we can start by looking at a chain of events that started last October. First Microsoft announced a deal with Twitter, allowing Bing to index Twitter’s entire public stream. The same day, they announced a similar deal with Facebook. And before that day was through, Google announced their own deal with Twitter. A busy 24 hours for the real-time search revolution. Later on, in December, Google made a vague announcement of a content deal with Facebook which just might have been similar to what Bing had pulled off. By the end of 2009, the two big players in search had each teamed up with the two big players in social media. The digital community finally had their John, Paul, George and Ringo.
Why is this such a big deal? Consider this week’s report from eMarketer (”Facebook Dominates Social Content-Sharing“) which identifies Facebook as the the top social media site on which U.S. internet users share online content (representing 44% of the audience). Twitter was second at 29%. Combined, that’s almost three-quarters of the U.S. internet population.
(By the way, Google has MySpace streams in its index, too. Take that, Bing.)
In the new front of the war for search engine dominance, Google’s tremendous lead over Bing in terms of market share (65% to 11% according to comScore, or 65-28 if you factor in the eventual consummation of the Yahoo-Bing search alliance) matters little. The new front is social search, and the playing field is far more level… especially with the recent news that Google would be indexing content posted to Facebook pages.
That is indeed a nice step forward, but here’s what it’s not: personal status updates. Those go to Bing. So in the world of social search, there’s a clear line in the sand beginning to emerge. Facebook Pages, at least the most visible and content-rich ones, tend to be managed by organizations. And status updates, those are managed by individuals. Is Facebook pitting Google and Microsoft against one another, giving each party one half of the puzzle, and letting them fight it out?
Let’s add one last layer, just to up the ante once and for all. Apparently Facebook has not charged either Google or Bing a single penny to access this valuable data. According to Danny Sullivan, Google did all they could to keep the financial terms ambiguous… but Facebook was happy to talk.
The battle for social search is a battle for individuals’ motivations, aspirations, biases and opinions. Mastery over these translates into a gold mine of consumer insight. This was the basis for our discussion back in January about commercially-oriented behavior in the social media space (”Peer Purchase Influence: Quantifying the power of word-of-mouth“). There are a lot of people out there using social media to gainfully influence consumers’ behavior — for example (source: PostRelease survey conducted by Synovate):
• influencing a decision about a product purchase – 54% of U.S. internet users
• sharing advice based on online research – 41%
• rating/reviewing products online – 26%
• outright recommending a purchase to someone – 25%
And nowhere are these actions, or the seeds that underlie them, captured with more accuracy and scalability than on Facebook. If one social search engine indexes pages, and the other indexes personal status updates, each is left needing a key missing ingredient to complete the circle.
In time, we may see that Facebook teaches these two giants a lesson in Marketing 101: a loss leader today could pave the way for a windfall tomorrow. If social search continues to evolve within Google and Bing, the absence of the other half of Facebook’s data will become ever more apparent… and ever more costly to rectify.
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[This webinar will be held on Thursday 9/3/09, at 12pm EDT. Click here to register.]
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Avis appoints Web Liquid and Acknowledgement to pan-Euro DM business
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LONDON, 11 March 2009
Following a three-way pitch including Rapp and incumbent McCann Erickson, Web Liquid & creative partner Acknowledgement have been appointed to develop Avis Europe 2009 key pan-European campaigns across 13 markets.
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Our latest effort for OpenSkies launched today – a great deal in BIZ between NYC, Paris and Amsterdam. Since the airline’s launch last year most of the advertising has been in support of the highly praised PREM+ cabin, so this is the first campaign to raise awareness and trial of the only fully flat bed/seat [...]
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Web Liquid at the 2009 Dubai Digital Marketing Conference
Posted by dev on March 9th, 2009
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Posted by Alain Portmann on March 6th, 2009
Don’t advertise on social media sites. Lets be honest, advertising is about persuasion while social media is about empowerment ” service as opposed to solicitation. The difference boils down to consumer confidence – advertising and marketing messages are inherently persuasive and rightly perceived as biased whereas word of mouth messages naturally build (or diminish) confidence without perceived bias. Granted, the value of good advertising in social media or any other environment is in its ability to spark inspiration and need, emotion and thought; from those things that make up everyday life.
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I recently uncovered an old OMMA Magazine that featured a section entitled the “10 things you need to know about 10 things” which included a great section on consumers. It’s nice and sound-bitey but significant as well. It’s interesting to note how things have changed since the article was written over a year ago. I’ve [...]
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84% of CMOs aren’t listening to customers online. What’s a marketer to do?
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This week the CMO Council released a survey of 400 marketing executives finding that only 16% have any way of regularly monitoring their companies’ online word of mouth. When you consider current and projected rates of creation and consumption of online word of mouth (UGC, CGC, etc), it becomes quite clear that most marketers continue [...]
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Web Liquid works with Hilton Worldwide Resorts to drive Early Saver Online Campaign
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According to The Institute of Practitioners in Advertising (IPA) and the American Advertising Association of American Agencies (AAAA) my biggest worry during this recession should be clients reduced marketing budgets…
While reduced marketing budgets are a symptom of a slow economy, I am more concerned by a disease that flourishes at times of slow economic growth [...]
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OpenSkies Social Media Case Study
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British Airways’ launch of OpenSkies presented a unique opportunity to counter the prevailing public perception of airline ambivalence towards passengers. An opportunity OpenSkies have capitalized on through innovative use of social media and community marketing – working with Web Liquid to develop and launch a corporate blog and engaging travel community influencers directly to spread [...]
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There is a lot of noise in the social media space.
Seventy-eight percent of marketing professionals polled in Coremetrics’ annual “Face of the New Marketer” survey saw that social media marketing was a way of getting an edge on their competitors. However, just 7.7 percent of their total online marketing spend was allocated to it compared [...]
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Web Liquid launches Avis affiliate marketing program
Posted by Alain Portmann on July 18th, 2008
Marketing Magazine, 15 July, 2008
Avis is boosting its online marketing strategy with the launch of a UK affiliate programme. The scheme, created by Web Liquid, will enable appropriate affiliates to carry display, text and image advertising, driving consumers to the Avis website. The car-rental firm hopes this will increase its online sales and boost brand [...]
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Video on Demand joined the TV star
Posted by Alain Portmann on July 3rd, 2008
Back in the dot-com days everybody spoke of convergence. It was nifty word that encapsulated the promise of the digital age; signaling the imminent migration of everything readable, auidble and viewable into digital format. What MTV was to the music industry in the late 80s, video on demand is to the idea of convergence today.
About 16% of [...]
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OpenSkies hires Web Liquid for digital marketing
Posted by David Shiell on May 12th, 2008
New York/Paris – 7 May 2008 – OpenSkies, the new premium airline from British Airways, has appointed Web Liquid to develop and manage its digital marketing in New York and Europe. OpenSkies, a wholly owned subsidiary of British Airways, has filed for regulatory approval to launch transatlantic flights this summer.
“Web Liquid’s proactive nature, knowledge of [...]
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Ad agency compensation is all about WORTH CREATION.
Posted by Alain Portmann on February 27th, 2008
Legend has it that Pablo Picasso was sketching in the park when a woman approached him. After studying her for a moment, he used a single pencil stroke to create her portrait. He handed the women his work of art. When asked how much he was owed, Picasso asked for five thousand dollars. The woman [...]
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Forget media integration. We rather collaborate.
Posted by Alain Portmann on February 20th, 2008
To some media integration is a buzzword. To others media integration is the Holy Grail. To me media integration is a poor substitute for collaboration. Let me explain.
Media companies and agency networks tell people the digital space is just another media channel – it isn’t. The digital space is about participation, ecommerce and community. It can’t be sold [...]
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Web Liquid strengthens planning function with appointment of James Hudson from Omnicom’s PHD
Posted by Alain Portmann on February 14th, 2008
Award-winning, digital marketing agency Web Liquid is consolidating its growth with the appointment of James Hudson as Associate Media Director.
James Hudson has been appointed Associate Media Director at Web Liquid. He leaves a position as Account Director at Omnicom’s PHD, where he worked primarily on the ING Direct account. With over eight years experience [...]
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In 2007 we generated USD $251,655,481 in revenue for our clients
Posted by Alain Portmann on February 14th, 2008
We define our clients’ success relative to the sustained return they obtain from their marketing investments. 2007 was a landmark year for our clients, in which their increased commitment to online marketing was rewarded by strong financial returns.
In 2007 we generated GBP £125,422,639 (USD $251,655,481) in revenue for our clients, delivering a return on investment [...]
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The Perfect Storm: Yahoo and Microsoft
Posted by Alain Portmann on February 4th, 2008
The result of Microsoft’s unsolicited $44.6 billion bid for Yahoo! will come down to nothing more than maximizing short-term value for shareholders. Forget about preserving the underlying principles of the Internet or the vision of both companies. Like a newly appointed Prime Minister hoping to define a legacy for his administration, Jerry Yang, founder and [...]
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The Nexus of Persuasion and Confidence
Posted by Matthew Cronin on December 18th, 2007
As digital marketers our job is to help clients achieve greater commercial success through the use of digital channels that improve brand health and deliver sales. Generally, efforts that support these goals are persuasive in nature – for example: inspiring, compelling and convincing a consumer to book a Hilton instead of another hotel because of [...]
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Strategic Consulting Case Study : Hilton Hotels
Posted by Alain Portmann on November 12th, 2007
Driven by a strategic goal to drive business through their own direct websites, Hilton Hotels approached Web Liquid to assist in the deployment of an in-house eCommerce function and team responsible for coordinating and managing central Digital Marketing initiatives across the EMEA region.
The Solution: Web Liquid seconded two team members into Hilton, having one of [...]
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Google goes mobile with Android
Posted by Alain Portmann on November 7th, 2007
Ring. Ring. Hello, who is calling? Google. Can I call you back? No, I don’t have a phone yet.
Following months of speculation, Google formally announced it is entering the mobile phone market. While the announcement did not introduce a working operating system or phone, Google’s statement it would start shipping its mobile devices by the end of [...]
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Avis Blog Scoops Award for Innovation in Customer Service
Posted by David Shiell on October 1st, 2007
Avis UK has won the ‘SOCAP Award for Innovation in Customer Service’ at the National Customer Service Awards in London on the 18th September.
The award given by the National Customer Service Awards in conjunction with SOCAP (Society of Consumer Affairs Professionals) is the only award SOCAP gives outside of its professional body.
The accolade was the [...]
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Google goes Best Practice Funding Neutral by 2009
Posted by Alain Portmann on September 22nd, 2007
Google has recently announced its controversial Best Practice Funding (BPF) scheme in Europe will be removed in 2009. Google’s Best Practice Funding Scheme was launched in 2006; replacing the traditional agency commission model Yahoo and MSN still adhere too.
The Google Best Practice Funding program requires participating agencies to have at least five clients, generate a [...]
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Purchase Funnels 2.0
Posted by Matthew Cronin on August 31st, 2007
The purchase funnel has been around since the very first human commercial transaction but it was only identified once social scientists and marketers began to dissect the behaviors and emotions that lead one to transact and with whom. Ever since, it has been a core tenet of marketing – my own awareness of the purchase [...]
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If your brand was a person
Posted by Alain Portmann on August 23rd, 2007
Ask yourself this question.
If your brand was a person, what type of person would it be? How would it act, what it would look like? More importantly would its value be solely determined by how many people knew of it?
These questions are at the heart of branding and the value of branding.
Branding is normally [...]
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Why the Click Is the Wrong Metric for Online Ads
Posted by Alain Portmann on July 30th, 2007
Digital Marketing has introduced a profusion of new channels to reach prospects with the aim to persuade, drive engagement and relationship; including PPC advertising, affiliate marketing, pay-per performance network buys, display advertising and email marketing. The proliferation and inherent advantages of multi-channel advertising have existed well before the advent of Digital Marketing.
As early as 1989, [...]
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Social media aggregation: The next big thing
Posted by Alain Portmann on July 12th, 2007
A single site that aggregates content from a variety of social network sites would be a blessing for consumers; who signed up for a variety of social-networking sites”from MySpace and Facebook to LinkedIn and Flickr” cannot keep track of them all.
This development parallels the Instant Messaging space, which saw the launch of Trillian, a proprietary multiprotocol [...]
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Harsh words for those who don’t “get it”
Posted by Matthew Cronin on July 9th, 2007
Recently Gord Hotchkiss wrote a column titled ‘Doing Search’ Only Counts if You’re Seen for MediaPost’s Search Insider, in which he takes Ontario Tourism, and specifically Nick Pedota, to task for not “…clueing into the power of search” and “managing search campaigns to budgets not objectives”. While I agree with much of what Gord says [...]
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Word of Mouth Part 3 – Marketing
Posted by Matthew Cronin on June 8th, 2007
The final installment of this 3-part series on online word of mouth focuses on marketing. Read Part 1 – The Consumer here, and Part 2 – Research here.
Armed with a complete understanding of the CGC environment marketers can leverage those insights to build consumer confidence through the strategic application of CGC marketing and customer service [...]
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Why I like the London 2012 Olympic logo
Posted by Alain Portmann on June 7th, 2007
If participation is at the heart of the London 2012 brand, why was the brand conceived in such an exclusive way? Why not harness the power of social media to inspire, challenge and share the conception of the London 2012 emblem with the people? Was Wolff Olins, the London branding agency responsible for the design, the only entity capable of providing input into the London 2012 brand?
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Word of Mouth Part 2 – Research
Posted by Matthew Cronin on June 1st, 2007
Following our first installment about online word of mouth, part two shifts the focus from the importance of CGC to what corporate marketers can do with it. While social networks, CGC and WOM are stirring a lot of conversation within marketing departments, few companies have embraced the channel beyond a tactical execution or two.
The implications [...]
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Campaign Analytics & Measurement Learnings
Posted by Alain Portmann on June 1st, 2007
As part of a major acquisition campaign for one of our travel clients, Web Liquid undertook an in-depth analysis aimed at identifying the relationship between 1) search and display advertising and 2) tactics to increase the value of each conversion. While the campaign generated strong return on investment across display advertising and PPC search, we [...]
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Online Word of Mouth Part 1 – It’s all about the consumer
Posted by Matthew Cronin on May 24th, 2007
With the recent launch of the Avis blog and the ever growing focus on consumer generated content tactics we thought it might be helpful to take a step back and have a look at the strategic side of CGC in a multi-part series starting today, quite appropriately, with a focus on the consumer.
The world of [...]
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Communications Planning Case Study: Hilton minibreaks
Posted by Matthew Cronin on May 24th, 2007
Hilton’s “minibreaks” product was rolled out at the beginning of 2007 as a realignment of the leisure proposition and a means to unify the leisure travel product offering at Hilton properties around the world to capture more of the ‘quick trip’ market. A comprehensive integrated campaign was launched to promote the product features – no [...]
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What is return on investment?
Posted by Alain Portmann on May 15th, 2007
Wikipedia defines return on investment as 1) as rate of profit, rate of return or return and 2) the ratio of money gained or lost on an investment relative to the amount of money invested.
At Web Liquid we believe return on investment is a subset of a larger marketing imperative. That marketing imperative being RETURNS. [...]
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Solutions to the problem of low product and price differentiation in the travel industry
Posted by Alain Portmann on May 10th, 2007
At the Travolution Summit in London last month, Lastminute.com chief executive Ian McCaig issued a warning that as the online travel industry matures, product and price differentiation will “tend towards zero.” If Ian McCaig is correct in his assessment, it is important to understand what factors, in addition to price and product, should be the [...]
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Service vs. Solicitation
Posted by Matthew Cronin on April 30th, 2007
As online marketing specialists we often contrast ourselves with those in the traditional world, summarizing the differences with notions of a ‘different mindset’ – but what does that mean really? A focus on ROI, accountability, commercial imperatives, interactivity, engagement, experience, etc. are all terms that quickly come to mind but really, at a high level, [...]
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Consumer Generated Content – A Tactic or a Strategy?
Posted by Matthew Cronin on April 29th, 2007
Consumer empowerment is an undeniable virtue of the internet. Initially built upon price transparency and the ease of comparison shopping, but now that empowerment is driven by the one-to-many messages, or content, consumers are creating at a blistering rate – be it forums, blogs, videos, audio, or whatever, it’s out there and it’s evolving the [...]
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Measuring Commercial Search and Organic Search
Posted by Alain Portmann on April 28th, 2007
While advertisers are allocating close to a third of their online advertising budgets to search (commercial and organic) very few have a clear and unified measurement methodology for the channel. Before examining the optimal measurement methodology for search, lets review how search works through the use of the “people in the room” metaphor.
Imagine search engines to [...]
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Ganular vs. Tonnage Media Buying
Posted by Alain Portmann on April 26th, 2007
While online media planners boast loudly about the flexibility, measurability and accountability of online advertising, their planning and buying approach does the medium little justice. The average online media planner and buyer is satisified following the traditional broadcast media approach ” allocating a lion’s share of media spend to a handful of properties. The McKinsey [...]
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In 2006 we generated USD $133,535,453 in revenue and an average ROI of 19 for our clients
Posted by Matthew Cronin on April 23rd, 2007
We define our clients’ success relative to the sustained return they obtain from their marketing investments. 2006 was a landmark year for our clients, in which their increased commitment to online marketing was rewarded by strong financial and communication returns.
In 2006 we generated $133,535,453 in revenue from our clients’ investments in online media, delivering an [...]
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Google Blog Search Patent Application
Posted by Alain Portmann on April 20th, 2007
Google recently filed a patent application for ranking blog search, ushering a new set of considerations for the optimal ranking of blog content across Google. The patent application for “ranking blog documents” filed the 13th of September 2005 listed high ranking members of Google including Vinod Marur.
Google’s patent application describes two distinct sets of data used [...]
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The implications of Google’s $3.1 billion bid for Doubleclick
Posted by Alain Portmann on April 16th, 2007
If Google’s $3.1 billion purchase of Doubleclick is approved, it could have significant implications for the online industry. Following a review of past trends and taking a view on the immediate future, the combined Google/Doubleclick group will put in motion three major events.
1. Google’s Ad Sense and Ad Words will become the world’s largest advertising platforms. [...]
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Ten questions to ask your search agency
Posted by Alain Portmann on April 11th, 2007
With commercial search budgets increasing, advertisers and their respective search agencies are facing pressure over the performance of the channel.
On one end, search agencies are challenged to maintain operating margins given the increased resource required to manage increasingly complex PPC campaigns. On the other hand, advertisers are demanding higher return on investment from their PPC investments.
If you outsource [...]
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UK online advertising market grows by 41% in 2006
Posted by Alain Portmann on April 2nd, 2007
The amount of investment on internet advertising in the UK has overtaken the total advertising expenditure of national newspapers for the first time. The milestone has been tracked by the Internet Advertising Bureau (IAB) Biannual Study today. According to its findings, internet ad spend in the UK broke the £2 billion mark last year, after [...]
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Google’s CPA Network and Ad Serving Ambitions
Posted by Alain Portmann on April 1st, 2007
Taking full advantage of April Fools day, Google yesterday announced the launch of Gmail Paper, a new feature through which users can request a paper copy of any email delivered for free within 24 days. Taking the environmental high ground Google’s Gmail Paper promotional page claimed the Gmail paper was “printed on 96% post-consumer organic soybean [...]
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The future of online advertising networks in the UK
Posted by Alain Portmann on March 26th, 2007
A review of the latest ComScore data for the UK market indicates Advertising.com is now the UK’s largest ad network, reaching 89.8% of the UK online population (26.9 million unique users) . Advertising.com is followed by Media Brokers reaching 73.5% of the active online population (22 million unique users), VC Media 68.4% reach, Blue Lithium [...]
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CGC Research & Marketing Case Study: Avis
Posted by Matthew Cronin on March 20th, 2007
2006 saw the development of a new, long term marketing strategy by Avis. Key to this was the reinvigoration of the Avis core brand values – ‘We Try Harder’ – and building consumer confidence by striking a balance between the persuasiveness of a their marketing promise and consumers’ own personal perceptions of the brand.
Web Liquid [...]
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The impact of social search engines on SEO practices?
Posted by Alain Portmann on March 16th, 2007
Recently we posted our thoughts on the importance of understanding and differentiating between UGM, CGM, UGC, CGC ” key terms of the Web 2.0 space. The discussion made us ponder on the impact social media and social search engines are having on Search Engine Optimisation (SEO) practices.
It is important to note we define Search Engine Optimization [...]
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Web 2.0 Definitions: UGM, CGM, UGC, CGC – What’s the difference?
Posted by Matthew Cronin on March 15th, 2007
These terms are thrown around quite frequently with the rise of web 2.0 and social media but often they’re mistakenly used to describe the same thing when, in fact, the differences are rather important, particularly for marketers. Although these terms are the latest buzzwords to join a long list of industry terminology, it is important [...]
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Video is the new darling of the online industry
Posted by Alain Portmann on February 26th, 2007
It is official, video advertising is the new darling of the online industry.
The growth of video has been spectacular. In 2005 video advertising accounted for a scant $121 million in spending. In 2006 that figure grew by 82%, to a respectable $410 million. In 2007, that figure is expected to reach $775 million; accounting [...]
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Copywriting and fair linking coming to your browser
Posted by Alain Portmann on February 15th, 2007
Following months of legal battle, Google has lost a copyright lawsuit in Belgium brought on by Copiepresse, a publishing group composed of 17 mostly French-language newspapers. The newspapers complained that Google breached copyrights by publishing headlines and links to news stories without permission. Copiepresse also claimed Google’s cached links allowed searchers to find and read [...]
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PPC search obsession flies high!
Posted by Alain Portmann on February 15th, 2007
The UK commercial search accounts today for a staggering 90% of the search marketing spend or £1.26 billion whilst, natural search accounted for £147 million in the UK in 2006 (Travelution, November 2006).
Research from Nielsen/Net Ratings indicates that in 2006, 265m people used a search engine (81% of the internet population) creating 27bn search [...]
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Why ad agencies need to change
Posted by Alain Portmann on January 29th, 2007
The advent of Web 2.0 in which consumers are empowered to promote and shape the persona of a brand will challenge the role of advertising agencies. The same way in which media congolomartes, owners of the airwaves and print press used to be the custodians of public information, advertising agencies used to be archites of [...]
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More Advertising 2.0 than Web 2.0
Posted by Alain Portmann on January 29th, 2007
When YouTube, the darling of the social media revolution was acquired by Google, many hailed it as valuable advertising partnership, which would see Google AdWords and Ad Sense programs propagated across the site. This approach was further cemented by the agreement signed between Google and News Corporation which will see the search giant deliver at [...]
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Online Media Planning, Buying & Optimisation Case Study: XL Airways
Posted by Alain Portmann on January 1st, 2007
In late 2003 XL Airways appointed Web Liquid as its Digital Marketing Agency of Record. Before engaging into communications and media planning we defined a series of commercial imperatives to achieve.
These commercial imperatives helped us identify and guide our media and creative approach. Furthermore, this approach helped us identify and make recommendations on optimising the [...]
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Creative Concepting, Design and Production Case Study : Avis
Posted by Alain Portmann on January 1st, 2007
Avis UK challenged Web Liquid to concept, design and produce an online creative communication for its latest domestic offers. The offer was based on a simple proposition – “7 days for the price of 5″ and “3 days for the price of 2″. While the offer was incredibly competitive, the challenge laid in bringing the [...]
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XL Leisure Group has become the new name for the Excel Airways Group
Posted by David Shiell on December 23rd, 2006
22 December 2006. Clickpress. XL Leisure Group has become the new name for the Excel Airways Group.
XL Leisure Group is to become the new name for Excel Airways Group and along with the name change there are to be new logos for the Group and two of its main Divisions: XL Airways, the charter airline, [...]
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Excel gains online boost with XL.com
Posted by Alain Portmann on December 21st, 2006
Excel gains online boost with XL.com. 1 February, 2005. Philip Buxton Revolution
Excel Airways has launched into the wider world of online travel after buying the URL XL.com. The airline, known for its low-cost flights, has expanded its online offer to include flights from other airlines, car rental, hotels and package deals. The push sees [...]
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Web Liquid is voted the Most Efficient Online Marketing Agency
Posted by David Shiell on December 15th, 2006
Web Liquid is named the most Efficient Online Marketing Agency in 2006 by New Media Age. The previous year, Web Liquid was named the second most efficient Online Marketing Agency and identified as an ”Agency to Watch” in the 2005 Top 100 Interactive Agencies Report.
The efficiency table published by New Media Age as part of the 2006 Top 100 [...]
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Word of mouth becomes CGC
Posted by Matthew Cronin on August 31st, 2006
Our Consumer Generated Content research and marketing practice has been stirring up quite a bit of interest from savvy marketers recently as CGC garners more attention and recognition as an exceptionally insightful and influential channel. Still, we find that whilst many people understand the concept of word-of-mouth online they struggle to see how it [...]
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Avis to improve ad targeting by shifting 50% of funds online with Web Liquid
Posted by David Shiell on March 18th, 2006
16 March, 2006 New Media Age. Avis to improve ad targeting by shifting 50% of funds online with Web Liquid.
Car-hire company Avis is shifting 50% of its GBP £600,000 marketing budget into Internet activity in a bid to target its advertising better and to channel traffic to its site.The move reflects demand from customer as [...]
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In 2005 we generated £57 million in revenue and an average ROI of 20 for our clients
Posted by Matthew Cronin on January 1st, 2006
With 2005 gone by and a lot of air over our wings we took a moment to reflect on our second full calendar year in business. We’ve added clients, staff and are doing work in 8 countries across all digital channels.
But beyond all that we’ve identified one metric that really matters – the success of [...]
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Web Liquid increases conversion rates via behavioural targeting
Posted by Alain Portmann on August 25th, 2005
MediaBrokers is bringing a new behavioural targeting tool to the UK next week in a bid to provide an alternative to search marketing. The solution, called MediaBroker’s Selector, lets advertisers divide users into cookie-based segments by tracking action tags on the Atlas Publisher ad network. It has been tested by Web Liquid across its client [...]
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Hilton plugs world destinations in ads targeted at US audience
Posted by Matthew Cronin on August 12th, 2005
11 August 2005 New Media Age. Hilton plugs world destinations in ads targeted at US audience.
Hotel group Hilton is trying to tempt Americans to travel abroad more this summer with a major new online campaign promoting its hotels in the UK and the rest of the world.
The campaign has been developed by the New York [...]
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Unoduo plans brand push for UK and US
Posted by David Shiell on February 4th, 2005
3 February 2005 New Media Age. Unoduo plans brand push for UK and US.
Online leisure network Unoduo has appointed a digital agency to promote its services in the UK and US. The Australia-based company will work with Web Liquid in London to develop an online strategy to raise awareness of its ability to connect people [...]
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The great e-scape / Guardian Unlimited
Posted by Alain Portmann on August 2nd, 2004
2 August, 2004 Guardian Unlimited by Guy Clapperton. The great e-scape.
More people are visiting holiday websites than ever before, according to new research. So is it just because of the wet summer, or is the net now the only way to book travel, asks Guy Clapperton.
It’s so tempting to start a piece on the holiday [...]
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