Blog

Archive of: 2017

  • Today's UK mobile market

    Smart phones: 63 Million. Feature phones: 16.1 Million

    smart phones

    Mobile phones have become one the most effective ways of engaging with customers. Mobiles and in particular smart phones virtually encompass all other marketing channels as traditional forms of advertising can be accessed via smart phones i.e. Advertising, TV and radio etc… Across the entire marketing mix, spend on traditional forms of media have been exceeded by next-generation digital advertising, where the smart phone sits right in the middle.

    In the UK, at the end of 2016 there were 79.14M active mobile devices and only 56.5M actual mobile users. This suggests that a good number of people are probably using multiple devices for personal and work use. Out of the 79.14M active mobile devices, 80% are smart phones and 20% are feature phones. And for the majority of people it is not uncommon for them to have their smart phones by their sides for more than 16 hours, and they are the first and last thing they engage with everyday.

    For businesses targeting smart phone users via an app, it’s imperative to know what operating system they’re using, especially if the initial investment in the app is limited to focusing on Apple’s iOS or Android. At the end of 2016 in the UK, Android continued to dominate the smart phone arena with a market share of 54%, ahead of Apple on 34.7% and Windows 10.1%. But the largest tech company in the world is on the march and continues to increase market share at Androids expense and by 2020, Apple’s market share is expected to be 40.2%, whilst Android’s is estimated to fall to 50.2%

    To businesses, these combined factors make the screen on every smart phone valuable real estate, especially if they have the marketing budget to invest in creative rich media content. Consequently, smart phones have become one of the most engaging channels for businesses to reach their target audiences. However, while the majority of businesses focus on smart phone features, there are still 16.1M feature phone users to potentially consider, which presents a real opportunity for businesses using SMS.

  • ROI and ROAS

    What’s the difference?

    Return on Investment and Return on Ad Spend

    Return on Investment (ROI) and Return on Advertising Spending (ROAS) are two indicators that advertisers tend to confuse. Despite being different they affect one another significantly.

    So what exactly is ROAS?

    ROAS is a metric that determines the Return On Advertising Spend – the level of efficiency and profitability of e-marketing channels. The formula of ROAS is quite simple.

    Revenue ÷ Expenses

    Imagine you are marketing an e-commerce site and you want to increase traffic. You develop a number of Google Adword campaigns which quickly delivery an increase. Later down the line you analyse your campaigns for their profitability, and you discover that your campaigns achieve a total turnover of £20,000 per month at a cost of £5,000 per month.

    20,000 ÷ 5,000 = 4.00

    So for every £ you spent on your Google Adwords campaigns you earned £4.00

    Understanding ROI

    ROI differs from ROAS as ROI takes into account the amount earned once all expenses have been subtracted. In this example the purpose of ROI will determine whether the expected return on these campaigns justifies the investment? You then have to take margin rate into account which will allow you to identify your actual profits and calculate your true ROI on your channels. The formula for calculating ROI is as follows:

    Turnover x Margin rate – Expenses ÷ Expenses x 100

    Imagine that your business operates on a 20% margin rate, which would give you the following calculation:

    20,000 × 0.2 – 5,000 ÷ 5,000 × 100 = -20.00%

    Despite the ROAS being positive in terms of sales, the ROI is negative as when you apply the margin calculation, it indicates that the campaign investment isn’t profitable enough.

    ROI and ROAS differentiation

    When evaluating the performance of an e-marketing channel be sure to separate the two indicators, as this will give you a clear understanding of your investments and whether they are profitable or not.

  • BZ take to the track for Ty Gobaith

    The Ultimate Track Day

    Ultimate Track Days 2017 & Ty Gobaith

    It’s not much fun having a serious illness, but thanks to last year’s Ultimate Track Day these youngsters were able to forget about their troubles for a day and fulfil their dreams and ambitions with some thrill-seeking rides in some amazing cars!

    Ty Gobaith Children

    The same goes for this year when Owen, Charlotte and Martine and Phoebe will be back again with more of their friends to share the amazing experience of the Ultimate Track Day 2017. After once again producing all the branding and promotional literature, BZ Marketing are proud sponsors of this year’s event, along with Bentley, Stratstone, Boodles, Ginetta, Morson and CMC.

    The Ultimate Track Day, Anglesey Racing Circuit

    The Ultimate Track Day takes place on Thursday 6th July and provides an opportunity to be driven by professional drivers on the beautiful Anglesey Circuit in a variety of modern and historic sports and racing cars in aid of Ty Gobaith. There are going to be some fantastic cars on show including the Audi R8 LM, Laferrari, the Ginetta G55, Porche 911 GT3RS, Ferrari 458 Speciale and the Mercedes AMG GTR and GTS. Not forgetting great classic like the 1956 Jaguar XK140 Coupe, Alfa Monza LSJ 236, 1957 Jaguar XKSS and the Jaguar C-Type MVC 630.

    Ty Gobaith and Hope House offer families vital help and support to care for babies, children and young people with incurable conditions who aren’t expected to live longer than early adulthood. Their specialist nurses and carers are also there to help children have the best quality of life possible, like enjoying the thrill of the track day and the exhilaration of a ride in a racing car. This year it will cost £6.3 million to provide their services to every child and family who depend on them throughout Cheshire, North and Mid Wales and Shropshire.

    We hope everyone has an unforgettable thrilling day!!!

  • Understanding left brain and right brain marketeers

    Left v Right

    Are you logical or creative? Detail oriented, or all about the big picture? Or are you a leader who manages various marketing mindsets? The best teams are made up of experts with various viewpoints on how to produce brilliant marketing. And they all need to work together.

    Left and right brain marketeers
    LEFT BRAIN

    1. Logical 2. Detail orientated 3. Wants 50% more stats in this info graphic 4. Well the research said the audience like them 5. Read the chart.

    RIGHT BRAIN

    1. Creative 2. Sees the big picture 3. 50% ask does this have to be an info graphic? 4. It’s boring and it’s been done before 5. What chart?

    Bring them together with BZ

    Marketing works best when left brain and right brain do things together.

  • RHS Chelsea Flower Show 2017

    Breaking Ground wins Gold!

    Breaking Ground-Gold Winner-Chelsea Flower Show 2017

    The Breaking Ground Garden supporting Wellington College and sponsored by our client, Darwin Property Investment Management, was awarded a coveted Gold Medal at the RHS Chelsea Flower Show 2017.

    Andrew Wilson-Gavin McWilliam-Breaking Ground

    Designed by Andrew Wilson and Gavin McWilliam of leading garden design practice, Wilson McWilliam Studio, Breaking Ground is inspired by the College’s bold ambition to break down the barriers to an independent education by making it possible for more young and gifted people to receive a life-changing education regardless of their financial situation. The design is also inspired by the significant reduction in Berkshire heathland with references to the original, bleak heathland landscape into which Wellington College was established in the 1850s.

    A central feature of the garden is the series of monumental, steel structures – the ‘disappearing walls’ to accessing education. Throughout the garden there are continuous references to learning, with an ornamental meadow featuring planting that explodes with sparking umbels and dramatic flower and plant forms that echo synaptic events and trains of thought.

    This is the fourth garden that Andrew Wilson and Gavin McWilliam have designed at the globally renowned RHS Chelsea Flower Show. Their most recent appearance at the Show being the medal winning Living Legacy Garden in 2015, also in support of Wellington College and sponsored by Darwin Property.

    Andrew Wilson, landscape designer comments: “A Gold garden at Chelsea takes a dream team – and that includes everyone involved in its creation, from the plant suppliers, the contractors and the 200 children that participated in its creation. We’re over the moon.”

    On the win Anthony Esse, founder of CEO of Darwin Property comments: “Andrew and Gavin interpreted our brief absolutely perfectly. Winning a Gold Medal at Chelsea is the fantastic recognition we need to increase awareness around the College’s exciting mission in social transformation.”

  • Reminding people to help those people who forget

    The Forgetting Tab

    The Forgetting Tab-Alzheimer's

    With over 22 million monthly users, Vietnam’s leading internet browser, Cốc Cốc has introduced “The Forgetting Tab”, a creative campaign conceptualised by Isobar Vietnam to increase awareness of Alzheimer’s amongst Vietnamese.

    In the UK alone over 3/4 of a million people suffer with Alzheimer’s and one person every 3 minutes will be diagnosed. In 2025 the numbers are expected to rise to over 1 million and to soar to over 2 million in 2051.

    “The Forgetting Tab” uses Cốc Cốc’s existing incognito mode, or “private” browsing where nothing is saved in the browser, search history or cookie store to draw attention to the forgetfulness that characterises Alzheimer’s. It presents users who want to surf incognito with an emotional message (via film) about Alzheimer’s, in the hope of bringing people’s attention to this serious, life-debilitating disease that robs you of your identity by slowly erasing your precious memories. It doesn’t just affect patients, but also their carers, family and friends. Users can then click through to learn more about the disease and care.

    The film was scripted and produced by Isobar Vietnam with the help of Yeti Films, and directed by award-winning Tibetan filmmaker, Tsering Tashi Gyalthang.

    Alzheimer’s is a growing problem in Vietnam and “The Forgetting Tab” is a simple, yet innovative approach to generate awareness, especially in a country with massive internet use. This is an idea that could be adopted in the UK and easily be adapted by other browsers with private / incognito mode. In its first week “The Forgetting Tab” campaign was well received with 729,078 media impressions, 8,818 click-throughs and 380,730 new browsers installed.

    Learn more about Alzheimer’s before YOU forget!

  • How can marketers prepare and prevent a cyber attack?

    Mal War 1

    BZ Marketing-Marketing Chester-Data Security

    A global ransomware attacked 100 countries affecting the NHS, schools, governments and businesses.

    The malware attack took down systems in the UK, United States, Russia, Germany and India. In the UK, the NHS has been badly affected by the attack which infected computers using malware to demand a £230 ransom to unlock each individual machine.

    According to Cyber-security firm Avast, there were 75,000 international cases of infected computers by the ransomware known as WannaCry (and derivatives of), but no group has yet claimed responsibility for the worldwide attack. However experts do believe the people responsible used tools stolen from the National Security Agency (NSA).

    Theresa May said the attack was part of a wider assault and not just targeted at the NHS and a Cobra meeting has been chaired to deal with the aftermath. The worst hit were brands like Renault, FedEx and Portugal Telecom.

    A UK online security researcher, tweeting as @MalwareTechBlog, said he’d inadvertently halted the spread of the virus, but warned it was only a temporary fix.

    So as the fallout from the hack continues, how can marketers prevent and prepare for a cyber crisis?

    Backup your files

    The attack left hospitals in England and Scotland unable to take scheduled appointments and left both doctors and patients with questions. Amber Rudd, the Home Secretary admitted there was a chance that not all NHS files were backed up, but UK cyber security agency experts were working 24/7 to restore systems.

    In order for organisations to protect themselves they should ensure they have fully tested backup solutions in place, which is also likely to prevent a PR crisis for brands faced with questions from consumers if security is compromised.

    Computers which are at risk of ingesting ransomware should not hold backup files, however if the victim has a recent backup of their system, it may still take a considerable amount of time to restore.

    Make sure your systems are up to date

    This weekend’s attack may have been built in response to a weakness in Microsoft systems identified by the NSA. Businesses should make sure their systems are constantly updated to avoid attacks in the first place, or question if they are at risk from hackers.

    Microsoft said it would roll out a fix for users of older and more vulnerable operating systems like Windows XP, which wouldn’t have automatically updated. Avast strongly recommend that all Windows users fully update their system with the latest available patches.

    The UK government has been criticised by Labour, the NCSC and the NSA for apparently failing to protect and update systems, despite repeated warnings about the vulnerability of outdated NHS systems.

    Communicate with staff and customers

    The standard way for ransomware to be sent is in an email. So inform your staff not to open unexpected emails, click on links or download software they don’t know anything about. Most of this stuff requires the recipient to react and do something, and in the event of an attack, ensure staff are briefed quickly. Tell staff to turn off computers and disconnect from company internal VPNs as soon as possible.

    What’s next?

    The fallout from the WannaCry attack isn’t over, but an accidental fix has slowed the spread of the infection down. And because the malware is not able to connect to the registered domain the amount of infections are very low and dropping fast. However, there are warnings that the attackers could tweak the code and start Mal War II. The researcher who tweeted about slowing down the spread of the ransomware hadn’t noticed any tweaks yet, but is convinced there will be!

  • Celebrating 30 years of creativity

    The BIG 3 ZERO

    BZ Marketing-Marketing Chester-30 year anniversary

    2017 sees a milestone in the history of BZ Marketing as we celebrate 30 years of delivering creative success.

    BZ was established in Chester back in 1987 and since then has experienced many changes in communication, including new forms of digital media, email, the internet, social media, smart phones and of course not forgetting the introduction of the Mac by Steve Jobs in 1984, which revolutionised the advertising industry. One thing that hasn’t changed, well apart from our age, a few more wrinkles and grey hairs of course, is us as people, our ethos, our culture, our creativity and what makes us unique.

    We’ve embraced every new form of technology that’s come along from Augmented and Virtual Reality to Artificial Intelligence. We’ve formed strategic partnerships with digital specialists within our sector and we’ve been as flexible and adaptable as possible to deliver our clients’ needs, which has been key to our longevity and success.

    Philippa Baldwin from Grey once quoted, “Any agency that isn’t prepared to be flexible and isn’t prepared to look beyond the realms of the traditional, is not going to last very long.” And she’s right, that’s exactly what we’ve done and why we’re still here, stronger than ever before and we’re in great shape for another 30 years!

    During our thirty year history we’ve seen many agencies come and go, but BZ remains strong, and the vast majority of our clients have been with us from the outset. We’ve had the pleasure of working with some great people and great companies including ICI, Total, Bibby Shipping, Darwin Leisure, Steinway & Sons, ITC Travel Group, Classic Motor Cars, DSM Resins and Jiahua Chemicals in China. We think we’ve made a significant difference to people’s lives and businesses.

    To mark our 30 year history we’ve developed a commemorative 30th year anniversary logo and we’ll be organising a design competition open to art and design students from Colleges and Universities in Cheshire. The competition details and prizes will be posted at a later date, so be sure to look out for our 30th Anniversary Competition blog.

  • The rise of digital & video content - Part 5

    5. The need for a new approach to tackle VR

    Oculus Virtual Reality

    With the growth of VR and AR technology, the pressures on the industry’s traditional production processes are also set to increase even further.

    According to Digi-Capital, investment in VR (Virtual Reality) and AR (Augmented Reality) hit $1.7 billion in 2016. But unfortunately because production is costly, brands and agencies cannot scale VR content across platforms in the same way as they do with regular content. VR is expensive and very technical to construct which makes it harder to create great experiences.

    The way in which we engage with video is completely different to VR and we should be advising our clients against making VR content just because it’s the new buzz word on the block. The uptake of VR will very much depend on the cost of the end user equipment. There is some high end production stuff happening in the VR world, but not a lot of it right now, the first touch point will be AR as it’s more cost effective and technically easier to produce.

    Even though the software is seamless and in the innovation cycle, extremely quick, it’s still hard to innovate on hardware. The company that develops the most cost effective distribution method will win, and the people creating VR content will suddenly start creating more of it.

    Although VR generated a lot of hype in 2016 it probably won’t really take off for at least another five years, but we have to be aware of how quickly things can change. When Meerkat died quite quickly it was replaced by Periscope, and now live video is more commonplace whereas a couple of years ago it was a new technology. This illustrates that within a two year period things move at an incredibly fast pace and agencies need to just to keep on top of things in order to provide the best solutions for their clients.

    And in conclusion

    With demands for digital content on the rise agencies are constantly having to play catch up. Some agencies have started to address these new changes, some have formed partnerships with freelancers and others have been quick to test these new formats. But the challenge is creating something with real stand-out that is going to resonate with audiences. Brands and agencies have to stay on top of emerging production trends and they must scale content quickly without detriment to quality.

    With new emerging technologies like VR and AR set to cause more production disruption in the near future, agencies need to be armed and ready. A willingness to adapt, question and learn from industry leaders will help tackle many of the obstacles the digital era presents.

  • The rise of digital & video content - Part 4

    4. Are the big Techies that are driving content trends, friends or enemies?

    BZ Marketing-Marketing Chester-Big Techies

    An essential part of delivering a brand’s message is having an in depth understanding of Google and Facebook. They are technologies that are evolving extremely quickly, and despite their size, the teams that develop their advertising products are extremely innovative.

    To reach consumers by tapping into the big techies knowledge-base can be very useful. For instance, YouTube has launched a new programme called YouTube Labs which brings together creators and advertisers to help brands and agencies create more relevant content. Facebook Live on the other hand is testing short ad breaks, giving brands the opportunity to have an advert inside their own Facebook story.

    Developing partnerships with the big techies is a bit of a win-win situation as both parties end up looking good. Facebook and Google are experts in understanding consumers and their analytics help us understand what their platform does and it’s capabilities, which is extremely helpful. Bthe skills and expertise offered by agencies cannot be reproduced by the big techies which brings respect as we advertising agencies know our clients better than the big techies do.

    In the future, should start up companies be concerned about Facebook and Google? The main concern is that apart from being massive organisations they have a bit of a monopoly, and from a consumers perspective they should err on the side of caution with the amount of advertising they pump out. While we value their expertise, we should never lose sight of what’s on the horizon and ensure that despite close partnerships there is still major interest in what gives the best return.

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BZ Marketing,
Great Western House, The Sidings,
Chester Street, Chester, CH4 8RD
United Kingdom

T: +44 (0)1244 689999

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