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Category: Capital Markets

The future of mobile marketing


Written by Zoe Poxon

A recent survey conducted by Flurry revealed that we spend over 5 hours on mobile devices each day. This tells us that there is a vast and engaged mobile audience out there which we could be tapping into, and it’s one that is growing year on year. Pretty much everyone has a mobile device, and there are plenty of ways to reach the right people.

So, what can you do to keep up with this growth and take full advantage of mobile marketing in 2018? Here are some things to look out for.

Google’s mobile-first indexing

In 2016 Google announced that they’re switching to ‘mobile-first indexing’. This means that Google will start to base its ranking of your website on its mobile version and no longer its desktop version (even if someone searches for you from a desktop).

If we look at some stats on how many mobile searches are made today, it’s not surprising why this shift is happening. Mobile search currently drives more traffic than desktop. And according to official Google statements last year, over 50% of searches are made from a mobile device. We can only expect this to grow in the future.

What does this mean for your business? To ensure that your site ranks as well as it can, make sure that you have a few different versions of your site available in different screen sizes, and that each version is optimised for search. You might even want to consider creating an app as the best way forward.

Voice search

Google previously reported that 20% of mobile queries were voice searches. And by this point we’ve all heard of Amazon Alexa and Google Home, which are perfect examples of how far voice search has come and how fast it’s growing. Other sources show that 40% of adults use voice search once a day, and that voice searches have increased over 35x since 2008.

My point is, voice search is (kind of) the new kid on the block, and in the world of mobile marketing, it’s one to watch. It works by aggregating the best and most popular answers that are being searched for around a particular topic. To ensure that you stand the best chance of showing up in the voice search results, make sure your key content is featured on your main website pages. This makes it easier for Google to scan your website and pick out the most relevant content and answers to a query. If you’re lucky, you might even get featured by Google in a ‘Featured Snippet’ – a search result that appears in a card at the top of the results page, which includes a summary of the answer. It looks something like this:

The summary is extracted programmatically from content on the web page. When Google recognises that a query is asking a question, it finds pages with an answer, and shows the top result as a featured snippet.

If you want to feature as top content, a useful tip is to have quality and credible answers to common ‘what is…’, ‘what if…’ and ‘how to…’ type questions on your mobile site. To understand more about how Google determines ad position and ad ranking, they’ve written an article to tell you everything you need to know.

Fast loading websites

Developing a quick and easy user experience is one of the simplest but most important elements of successful mobile marketing. DoubleClick’s research states that 53% of mobile site visits are abandoned if pages take over 3 seconds to load.

Your website alone is a strong marketing tool as it should hold all your key content that will sell your product or service. Don’t let delays in loading time be the reason your audience is turning away.

Mobile advertising

There are many more specific ways to boost your mobile marketing efforts. You could use mobile advertising on websites, in-apps and on social media. Or try adapting your digital content to make sure it looks great on mobile screens (e.g. social media posts may need to be expanded / images may not appear as good as they do on desktop). And let’s not forget the option to advertise within mobile messaging apps. It’s a great way to reach a growing and hyper engaged audience – Facebook Messenger has over 1.3 billion active users, and with LinkedIn Sponsored Content, you can tap into their audience of over 500 million professionals.

Today, people spend more time looking for answers on their mobiles than on their desktops. Whether B2B or B2C, it’s every brands’ responsibility to provide answers to these questions, and to ensure their websites are tailored to provide a streamlined mobile experience.

If you’re looking to boost your mobile marketing, get in touch today to find out how we can help you.

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Aspectus promotes Tim Focas to capital markets lead

LONDON, 21st November 2017 – Aspectus, the global communications agency serving the financial services, energy and technology sectors, has promoted Tim Focas to head up its capital markets sub-sector.

Tim, who has played a pivotal role servicing the agency’s trading technology clients since joining from Weber Shandwick four years ago, will report into Ellie Jackson who leads the European financial services practice at Aspectus. In his new role, Tim will be responsible for providing strategic communications advice to existing capital markets clients and driving new business opportunities.

“The support shown to me since my arrival has been truly humbling. The agency’s entrepreneurial passion, sector expertise and commitment to its talent are three central reasons behind our continued growth in capital markets,” said Focas. “Our creative, integrated campaigns are engaging target audiences across the space and helping to drive clients’ growth. All that, combined with our results guarantee, means that prospects of all sizes are interested in what we have to offer. With all this in mind, the new role comes with some hugely exciting client and new business opportunities.”

“Tim has been a big contributor to our financial services practice, driving a number of standout campaigns including Big Bang at 30 and the award-winning Lighter Side of Dark Trading that are typical of the agency,” explained Ellie Jackson, Group Director at Aspectus. “These achievements, coupled with his proven new business track record, made him the obvious fit to lead our growing capital markets business.”

Capital markets is just one sub-sector of Aspectus’ financial services practice – which has a range of clients spanning the business, impact investment and personal finance sectors. Aspectus is one of the fastest-growing specialist communications agencies, and has offices in Aberdeen, London, New York, Luzern and a presence in Singapore.

– ENDS –

About Aspectus
Aspectus, the engagement agency, is an international communications agency specialising in financial services, energy, technology and engineering.

In our hands communications transforms the way businesses engage with their markets. Our award-winning approach, creativity and market knowledge builds brands, increases sales, attracts investment and supports business growth.

To find out more, visit: www.aspectuspr.com

Media contact
Tim Focas
Aspectus
T (UK): +44 (0) 20 7242 8867
E: pr@aspectusgroup.com
www.aspectusgroup.com

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The rise of influencer marketing


Written by Zoe Poxon

Influencer marketing is all the rage among brands and PR professionals. In a recent study, which elicited responses from marketers across a range of industries, 86% used influencer marketing in 2016, 94% of whom found it effective. It’s a new tactic and there’s still mystery surrounding it. So, what exactly is it – and should you be doing it?

Here’s how it could help your business.

What is influencer marketing?

Influencers are specialists, or celebrities, that have built and retained trust and two-way communication with their followers. Influencer marketing taps into this already established and engaged audience to promote a product or service. Usually, the best campaigns are those where the influencer creates their own unique content to support the brand and its goals.
From health and fitness to stock marketing, social media is swamped with influencers that we try to emulate. And they’re so easy to find – there’s no need to search beyond the standard social media channels. If you need to, they’re probably not worth following.

Is it worth your time?

For this haircare company, one selfie post from Kylie Jenner enabled the brand to reach her 96.7M Instagram followers, generating more than 1.9M engagements:

This comms trick doesn’t just work on the A-list celebrity scales. If you’ve got interesting and relevant content, it’s worth taking the time to find the right influencers to get your story in front of your audience.

Whilst there is some debate over how to measure the success of influencer campaigns, they can have a higher ROI than traditional media campaigns. Take the Budweiser #GiveADamn campaign during the Super Bowl 50. 50 influencer posts across Instagram and Twitter reached 107M people and cost 13x less than Budweiser’s 30 second TV ad (it reached 114M people, at a cost of $5M).

What are the benefits?

There are obvious tangible benefits including follower engagement, driving traffic, and the creation of more authentic content. But let’s not forget that word of mouth recommendations are more important than ever, and social media makes great content essential and relevant.

With the rise of ad blocker usage (and the fast forward button on our TVs), it’s easy to avoid traditional advertising. This, plus the fact that consumers are shifting their attention to digital platforms, makes influencer marketing a very relevant and effective social media strategy.

What does influencer marketing mean for B2B?

It’s unlikely that the Jenners would share our content, but we can relate to other major influencers in our sectors. Martin Lewis has a huge impact in the energy market – all it takes is one mention on This Morning for a company’s sales to rocket. Similarly, a mention from Ashton Kutcher would certainly spark interest in technology. The tech investor has put money into Airbnb, Spotify and Uber, to name a few.

When we generate compelling and engaging content, we might reach out to journalists or thought leaders in our respective sectors to share or put a unique spin on our stories. We might also use Google Hangouts or conduct a poll, which are great ways to gain valuable audience insights. We can then use findings as the basis for creative content, or a broader marketing approach.

How can influencer marketing supercharge your comms?

  1. Influencers are already talking to your target audience – they have done the ground work by creating an audience (follower base) for you
  2. They have built credibility and trust – followers will be genuinely interested in what an influencer has to say
  3. They are everywhere – every industry has influencers, you just need to use the right tools to find them

Traditional PR channels still have high value. But if you’re looking to really amplify your digital comms; engage the influencers that have already won the hearts and minds of the people that would genuinely listen to your message.

To understand how influencers can support your marketing goals, please get in touch.

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The lunch remains the same: The enduring importance of the journalist lunch


Written by Matthew Sheahan

We live in a time when communications are becoming faster paced and our ways to interact with the world are multiplying. The advent of popular social media makes for a dizzying array of choices and interfaces. Am I out of date because I don’t have a Snapchat account? Does anyone under the age of 30 use email for anything other than work?

As the forms of communications are constantly changing and being updated, face time (no, not FaceTime!) is going to remain important. That’s why every single public relations worker should be taking journalists to lunch and making those personal connections as often as possible. Having that personal connection buys you a VIP table in someone’s headspace. Don’t turn down the chance to put a face and a good memory of a tasty lunch to your name; when a journalist sees your name in his or her inbox and is prompted to respond, you’ll be glad you made the effort.

When I worked as a journalist, I heard from a lot of public relations people. Some were good at their jobs and some were bad. The ones I remember most easily were the ones I had met in person. Those tended to be the better ones to begin with, because they took the time to foster a real relationship and get to know what it was that interested me and informed my work.

Even if I had no particular use for what those PR pros I had met were pitching me, I would make it a point to read through their email, hear them out, and see if their story was useful to one of my colleagues. A select few of them I’d go to when I was looking for a source, to see who among their clients may be able to speak with me about this particular subject or that.

Going to lunch with a journalist gives you another chance to ask them what they are working on, catch up on the latest people moves at their publications or sister publications, and let them know about you and your clients in a relaxed atmosphere. It gives the journalist (and you) a chance to get out from behind the desk for an extended period of time.

Having good relationships with journalists is central to what we offer our clients. Building those relationships is good for business and means we stand a better of chance of succeeding in our campaigns. Just as we don’t form long-lasting relationships with clients without in-person meetings, we’re not going to form the best journalist relationships without in-person meetings either.

Media Relations are key to what we do at Aspectus. Our reputation is going to precede us in everything that we do. We want journalists to have a positive association with us before we reach out to them on behalf of our clients. Our clients want us to know the media inside and out, and you’ll learn a lot more over a lunch than clicking through LinkedIn.

We encourage the team to invite two journalists to lunch every week, and aim to invite a journalist into the office to get their take on the state of media and journalist/PR relationships (over lunch). We keep a spreadsheet of these lunch invitations so we can track them and avoid too much repetition. We often mention going to lunch in a follow-up email after pitching a journalist or in conversation as part of a pitch. We try to make sure it’s a routine part of our outreach. They won’t always say yes and they often won’t respond, but you don’t know unless you ask. Fortune (and fortune cookies) favors the bold.

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Cavendish Asset Management selects Aspectus to run external communications

London, 20thDecember, 2016 – Aspectus, the specialist communications agency for the financial services, energy, technology and engineering sectors, has been selected to run all aspects of external communications for specialist long-only equity boutique, Cavendish Asset Management.

Aspectus was chosen for its specialist sector knowledge, proactive approach to media relations and quality of content production. The team will be working hard to promote Cavendish Asset Management’s various funds and fund managers to the retail investor, HNW, financial intermediary and institutional markets.

“Communications in fund management has never been more important,” said Cronan MacMahon, Sales and Marketing Director at Cavendish Asset Management. “Aspectus offers a specialist service with a true understanding of the sector. We’ve already seen the direct impact of its results focused approach and we are delighted to have them on board.”

Ellie Bacon, Group Director at Aspectus added: “Our top-tier media relationships combined with our ability to engage the investment press will enhance the profiles of Cavendish spokespeople and promote their expertise within the industry. We’re pleased with our early successes and look forward to a successful long-term relationship with Cavendish Asset Management.”

Cavendish Asset Management specialises in long-only equity investment on a global scale. Since its inception in the 1980s, the boutique manager has launched funds in Asia, Europe, Japan, and North America.

About Aspectus

Aspectus, the engagement agency, is an international communications agency specialising in financial services, energy, technology and engineering.

In our hands communications transforms the way businesses engage with their markets. Our award-winning approach, creativity and market knowledge builds brands, increases sales, attracts investment and supports business growth.

To find out more, visit: www.aspectuspr.com

Media contact

Ellie Bacon
Aspectus
T (UK): +44 (0) 20 7242 8867
E: pr@aspectuspr.com
www.aspectuspr.com

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Europe’s fastest-growing online stock broker, DEGIRO, selects Aspectus

London, 10th December 2015 – Aspectus has been selected by DEGIRO, Europe’s fastest-growing securities broker, to act as its international communications partner. DEGIRO chose Aspectus because of its focus on delivering business outcomes through engaging content and ideas, as well as the team’s impressive industry knowledge.

Aspectus will launch DEGIRO’s revolutionary, low-cost online trading platform in the UK. It is also developing the PR strategy to introduce the company’s new, zero-cost platform, DEZIRO, in the US and UK. Following the launch, Aspectus will be responsible for DEGIRO’s ongoing communications campaign.

Gijs Nagel, Director at DEGIRO, said: “We are a growing, dynamic business operating in a market where technology has enabled us to disrupt the status quo. We wanted a PR partner who not only understood the intricacies of trading for retail investors, but who could also reflect our entrepreneurial and creative approach in the communications strategy. The team at Aspectus ticks all the boxes for us.”

Katy Galasinski, Group Director at Aspectus, added: “DEGIRO understands you don’t get anywhere by being vanilla. That’s allowing us to develop stand out campaigns. We have already completed some initial launch activity, securing coverage in the Daily Telegraph, CNBC Squawk Box, the Financial Times and Money Observer. This has contributed to considerable user sign-ups in the UK and we will continue to build on this initial success to really put DEGIRO on the map.”

DEGIRO will be supported by Aspectus’ offices in London and New York.

– ENDS –

About Aspectus

Aspectus, the engagement agency, is an international communications agency specialising in financial services, energy, technology and engineering.

In our hands communications transforms the way businesses engage with their markets. Our award-winning approach, creativity and market knowledge builds brands, increases sales, attracts investment and supports business growth.

To find out more, visit: www.aspectusgroup.com

Media contact

Katy Galasinski
Aspectus
T (UK): +44 (0) 20 7242 8867
T (USA): +1 (646) 202 9843
T (Asia): +65 6597 0954
E: pr@aspectusgroup.com
www.aspectusgroup.com

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Aspectus unveils new approach for driving engagement through communications

London, 16th June, 2015 – Aspectus, the global communications agency, has expanded the services it offers to clients across the energy, engineering, financial services and technology industries. The revamped offering tops a run of successes for Aspectus, taking in new headquarters, senior appointments and awards.

The model incorporates a mix of new, improved and existing services, and integrates them in a way that drives real engagement between clients and their markets. Services now include expanded content development capabilities such as animated videos, infographics, cartoons and other visual content as well as broader search engine marketing capabilities such as pay per click and social advertising.

“It’s a fresh way of creating engagement, but it’s also a case of evolution rather than revolution,” explains Alastair Turner, Global CEO. “We’ve been adding services and changing the way we do things for a few years now. The model is the result of us thinking long and hard about what it meant to integrate everything. We realised that, good as they are on their own, our services have to engage with each other in the right way to drive engagement between our clients and their target audiences.”

This comes at a time of incredible growth and recognition for Aspectus. A re-designed website has been launched to better reflect the services on offer, the UK headquarters has moved to the heart of Tech City in Old Street, London, and PR industry veteran Jed Hamilton has come on board as head of North American operations in New York.

Furthermore, Aspectus has recently been both shortlisted for the In2 SABRE, PR Moment and Financial Services Forum Awards, as well as winning 2015’s In2 SABRE award for persuasive content. Aspectus also climbed to 79 in PR Week’s 2015 top 150 UK agencies, jumping more than 40 places in two years and making Aspectus one of the UK’s fastest growing independent agencies.

Another recent hire has been Otilia Martin, recruited from Hill and Knowlton to head up Aspectus’ Visual Content offering. “What makes Aspectus stand out is its commitment to client business outcomes,” says Martin. “That’s why we are always looking to innovate and go for the most effective option rather than the easiest – whether it’s an article, an infographic or a video – whatever best reaches and influences the audience. It’s what makes us the Engagement Agency.”

– ENDS –

About Aspectus

Aspectus, the engagement agency, is an international communications agency specialising in financial services, energy, technology and engineering.

In our hands communications transforms the way businesses engage with their markets. Our award-winning approach, creativity and market knowledge builds brands, increases sales, attracts investment and supports business growth.

To find out more, visit: www.aspectusgroup.com

Media contact

Alastair Turner
Aspectus
T (UK): +44 (0) 20 7242 8867
T (USA): +1 (646) 792 2375
T (Asia): +65 6597 0954
E: pr@aspectusgroup.com
www.aspectusgroup.com

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Aspectus wins SABRE Award for work with ITG

20th May 2015 – Aspectus has won the EMEA In2 SABRE Award for Best Persuasive Content following a campaign with ITG, an execution and research broker.

The award recognises the agency’s ability to create sharp and provocative content.  At the heart of the campaign, titled ‘the lighter side of dark pools’, was an opinion article drafted for City A.M. This then prompted a Financial Times trading room video interview with ITG’s EMEA CEO, which received 50 per cent more views than the slot’s monthly average.

Katy Galasinski, Group Director at Aspectus, said: “This is a fantastic achievement and it reflects the quality of campaigns across the agency. We will build on this success by continuing to develop original content that influences our client’s target audiences.”

J.T. Farley, head of marketing and corporate communications at ITG, said: “Aspectus are extremely creative and proactive in their approach to communicating complex market issues. They deliver a consistently high level of coverage as proven by this latest campaign around dark trading.”

Aspectus received the award during the The Holmes Report In2Summit at the Barbican yesterday.

– ENDS –

About Aspectus

Aspectus, the engagement agency, is an international communications agency specialising in financial services, energy, technology and engineering.

In our hands communications transforms the way businesses engage with their markets. Our award-winning approach, creativity and market knowledge builds brands, increases sales, attracts investment and supports business growth.

To find out more, visit: www.aspectusgroup.com

Media contact

Alastair Turner
Aspectus
T (UK): 020 7242 8867
T (USA): +1 (646) 792 2375
T (Asia): +65 6597 0954
E: pr@aspectusgroup.com
www.aspectusgroup.com

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