Bigmouthmedia reports that Google’s latest changes to its trademark policy will make pay-per-click advertising more attractive for comparison sites.

The press conference announcement means that from September 14th 2010 the UK will now follow Google’s existing US AdWords policy, which allows any advertiser to use trademarked keywords within their advert text in some cases. Using trademarked terms in advertising copy will remain outlawed in mainland Europe, but following the rule change keywords will no longer be protected from others bidding on them.

“Aggregators will now have the ability to use brand names in their adverts. This is likely to improve their click-through rates and quality score, and will therefore make it more attractive for such operations to bid on brand terms,” said Lyndsay Menzies, Chief Operations Officer at bigmouthmedia.

“In the UK the news may have a large impact on brand bids in industries such as finance, travel and electronics. While advertisers in mainland Europe will be unable to put trademarked terms in the advertising copy of their campaigns, the changes are still likely to have a big impact on brand budgets.”

Bigmouthmedia believes that Google’s decision to allow anyone to bid for trademarked keywords across Europe is widely predicted to lead to price rises in the markets affected. When this happened in the UK – where the policy change was first rolled out in 2008 – bidding on some brand terms increased by as much as 500% in the short term. The hike was relatively short lived mainly due to British brands’ unwillingness to get involved in bidding wars, although this may not be the case in other European countries and brand bidding may break out in earnest.

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Leading international healthcare provider, Bupa, has selected bigmouthmedia, Europe’s largest and most experienced digital marketing agency, to lead its search marketing strategy.

The new deal will see bigmouthmedia take on a major search engine optimisation programme which will involve Bupa’s key UK websites. The project, which will be the company’s most extensive digital marketing campaign so far to date, and is designed to deliver significant growth to the international healthcare provider over the next three years.

“We’re delighted to be working with a brand of Bupa’s quality. Having worked side-by-side to create an ambitious search marketing strategy, we’re now looking forward to getting our teeth into what promises to be a particularly exciting project,” said Scott Boocock, major account director at bigmouthmedia.

David Lengen, head of digital communications at Bupa added, “Search is an essential element of Bupa’s strategy to becoming recognised as a global healthcare leader. Bigmouthmedia will help us to position the brand f r o m being purely about health insurance into the broader health and wellbeing sphere, where so much of Bupa’s expertise lies.”

With its team of over 200 online professionals and experts across the fields of SEO, PPC, social media marketing, affiliate marketing, display advertising, online pr and copywriting along with an existing client base which includes many major household brand names, bigmouthmedia is ideally positioned to take on and help drive this exciting project to increase Bupa’s online presence to become a global leader in healthcare and wellbeing.

A bigmouthmedia survey has revealed that more than three quarters of the UK’s big brands do not understand the value of a visitor via mobile compared to other digital channels

The research, which polled the views of key decision makers at a raft of leading UK companies, shows that despite a significant 89.2% of respondents sharing the belief that mobile marketing will become increasingly important over the next 12 months, very few have fully embraced the channel. Reflecting the uncertainty with which many businesses regard the emerging the field, 70.3% of those surveyed currently don’t have any engagement with mobile marketing at all.

“We are at a critical point in the evolution of mobile marketing. A growing group of organisations are starting to derive competitive advantage from their early mover status in the channel, yet the vast majority of companies have yet to gauge the impact it is likely to have on their business,” said Simon Heyes, Head of International Sales Operations at Bigmouthmedia.

“There are no benefits to be derived from being slow on the uptake. With the mobile channel set to become increasingly influential over the next few years, companies need to move now, engage with the medium and start building the campaigns that are going to keep them ahead of the game.”

Despite an apparent lack of engagement with the channel the research revealed a keen awareness of the potential advantages, with 75.7% of respondents citing increased brand awareness as the main benefit of undertaking mobile marketing, and 67.6% believing increased customer engagement to also be a major benefit. Over 60% also believed that increased traffic, leads and sales were also a major driver.

Bigmouthmedia’s survey – conducted amongst a large group of large and medium sized enterprises – showed that just 5.4% companies describe themselves as being “heavily involved” in mobile marketing at the current time. Another statistic to emerge is that while they considered the channel increasingly influential, 75% of the respondents claimed not to know the relative value of a visitor from mobile compared to other channels.

“What is clear from our research is that while the vast majority of businesses accept that mobile is going to become a critical part of the marketing mix, there is a great deal of uncertainty over how to approach the channel, and in particular how to get buy in from the wider organisation. Companies know they need to get on board the mobile bandwagon, but a lack of clear understanding is holding many back from exploiting its potential,” said Heyes.

Bigmouthmedia has been shortlisted for two awards at the prestigious 2010 Travolution Awards. Judges at the awards – which recognise excellence in the travel marketing industry – handed Europe’s largest independent digital marketing company nominations in two critical categories.

Bigmouthmedia’s work with British Airways has seen the industry-leading campaign placed amongst the front runners to carry off the 2010 trophy for Best Use of Search Engine Optimisation, while the agency’s successful strategy for Macdonald Hotels has seen it named amongst the contenders for the Best Use of Affiliate Marketing prize.

Anneli Ritari, senior travel strategist at bigmouthmedia, said: “We’re delighted to have been nominated in two categories. The team has worked closely with both BA and Macdonald Hotels to deliver what have been two extremely effective strategies and we’re very pleased that all their effort and innovation has been recognised in this manner. It’s a real boost for everyone involved.”

For their winning campaign bigmouthmedia and British Airways partnered again to launch an ambitious search campaign integrating SEO and PPC aimed at improving SEO rankings, reducing PPC spend and ensuring PPC budget was used tactically to drive incremental sales volume. Their strategy, which carefully matched business objectives, achieved, cross-channel synergies to maximise ROI and budget efficiencies and delivered excellent results, including 31% reduction in paid search CPA, 87% reduction in PPC spend for certain keywords and 400% increase in number one ranking positions for “flights to <destination>” keywords.

The proactive affiliate marketing campaign which bigmouthmedia put together for Macdonald Hotels based around the use of bespoke offers and improving coverage of hotel name and brand-hybrid terms achieved equally strong results. In addition to improved ROI across all online channels the strategy saw average booking values increased by 13.9% and drove a 110% year-on-year increase in revenue from the affiliate channel for the group.

Bigmouthmedia has called upon the Financial Services Authority to introduce new rules to govern the selling of finance products online.

Speaking at the annual bigmouthmedia Finance Summit in London, finance strategist Chris Cathcart unveiled the results of a new consumer survey showing that 77% of web users believe that online financial advertising is neither honest nor straight-forward. The research – conducted in partnership with Financial Marketing UK – revealed that a clear majority of respondents mistrust the sector.

“The Financial Services Authority has to recognise that the web marketplace presents a unique range of challenges for the finance sector and that continuing to ignore the issue is no longer an option. They must step up to the plate and help organisations by providing a detailed set of guidelines governing selling online if we are to avoid what could end up as a compliance nightmare,” said Cathcart, bigmouthmedia’s senior finance strategist.

Consumers also displayed similar levels of mistrust and suspicion when it comes to the financial figures such as interest rates and potential savings gains displayed on websites. A resounding 65% of respondents categorically stated that they do not trust such numbers and cannot make decisions based upon them.

When asked to identify the product categories they found troublesome to research online, consumers identified the most significant challenges as arising when investigating investment opportunities. A compelling 65% said they found researching investment products either “fairly confusing” or “very confusing”, whereas 80% said they had little or no problems evaluating car insurance deals on the web.

Results from the research indicate that language could play a significant role in the confusion. An overwhelming 98% of respondents believe that the terms and conditions governing products and services sold online should be in plain English rather than the complex legal jargon currently used in the majority of contracts.

“The evidence couldn’t be any clearer: the majority of consumers distrust the finance sector and there is a lot of work to do to win that confidence back. Wording terms and conditions in a manner they can understand would be a major step towards achieving this,” added Cathcart.

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Bigmouthmedia has again been named the UK’s number 1 SEO and PPC agency in the New Media Age Marketing Services Guide for 2010.

This is the second year in a row that the agency has topped the prestigious chart, widely regarded as the definitive guide to the UK’s digital marketing landscape. The NMA league table is ranked on the basis of income, with bigmouthmedia’s range of big brand client wins, cross-channel expertise and experienced management team cited as being key to the company’s industry-leading status.

“Like every industry the search sector has faced a lot of challenges recently, but despite difficult economic circumstances the blend of effectiveness and measurable ROI that online marketing provides is still proving a winning combination,” said Phil Gripton, Managing Director of bigmouthmedia UK.

“We’re delighted that the company’s continued progress has been recognised. It is a tribute to the dedicated, skilled and passionate team that underpins everything we do at bigmouthmedia.”

Highlighting the international expertise offered by bigmouthmedia’s offices both in the UK and across the US, Germany, Italy, Norway, Sweden, France and Spain, New Media Age attributed the company’s success, despite challenging trading conditions, to its reputation for digital marketing expertise and a strong social media offering.

Moving forwards the agency’s digital, technological and creative capacity is set to expand following bigmouthmedia’s merger with LBi, which is due to be completed in July. The combined agency will be the world’s largest marketing and technology agency. Announced in February the deal was brokered to address a changing climate where clients are increasingly looking for best in class agencies with the capacity to cover all aspects of digital marketing.

Europe’s largest independent digital marketing agency was unveiled as the winner of the Best Search Agency category during a packed ceremony at the exclusive Shoko club in Barcelona. The EComm Award, which is widely recognised as one of the most important prizes available to the Spanish online retail industry, was presented in recognition of the company’s innovative and successful approach.

“We’re both delighted and honoured to have won this award. We were up against some very strong competition and the fact that the judges selected bigmouthmedia as the top Spanish search agency for both serves to underline the commitment, hard work and talent our Madrid team puts into serving our clients,” said Manuel Jurado, Managing Director of bigmouthmedia Spain.

The awards, backed by the Spanish online retail publication Ecommretail, were established to recognise the companies contributing to the enhancement of the online marketing and ecommerce sectors with a blend of innovation and excellence.

Bigmouthmedia opened its new Madrid office in January 2009. Led by two of Spain’s best-known search professionals, the office offers bigmouthmedia’s full range of SEO, PPC and digital marketing services to the Spanish market.

“Despite having only opened its doors just over a year ago, bigmouthmedia’s Madrid office has already made a major impact upon the Spanish market. They have worked hard to earn an excellent local reputation in digital marketing in a remarkably short time, and I am delighted that their efforts have been recognised,” said Lyndsay Menzies, bigmouthmedia Group Chief Operations Officer.

“Bigmouthmedia brought something new to the Spanish industry. We offer a full range of digital marketing services, and with offices across the UK, US and the major European territories, we have the kind of international expertise that is vital to running a truly effective online campaign, ” said Jurado.

Bigmouthmedia senior retail strategist Finlay Clark will tell an invited audience of senior executives at the 2nd Annual bigmouthmedia Retail Summit this month that UK retailers are set to face fresh challenges as ecommerce consumer habits keep evolving rapidly. According to Clark, retailers face multiple opportunities and challenges posed by a shifting approach to the market, a raft of new technological developments and the entry of new players from overseas will have a major impact upon the sector in the coming months.

“With increased competition coming from various angles, retailers are about to face some of the biggest challenges in their history. Big overseas competitors are coming to the UK knowing consumers are sophisticated online shoppers, and the likes of Best Buy will be aiming to make its mark on an increasingly competitive consumer electronics market in 2010. Similarly, in fashion we have seen a shift with the likes of Ebay become clothes shopping destinations in their own right, whilst Amazon has allowed big high street brands to retail on their own platform,” said Clark.

“Nowadays independent fashion designers are launching exclusive collections on Ebay – far removed from the second hand and grey market sales that they made their name on – and in many ways they’re now a direct competitor to the retailers themselves.”

Clark will be joined by a panel of industry-leading online retail experts speaking on a range of themes including current consumer trends, cross channel shopping habits, the shape of UK internet advertising and the impact of social technologies upon web retailing.

Taking the podium at the Bigmouthmedia Retail Summit will be Benjamin Ensor, VP research director at Forrester Research, Google Retail Industry Leader Peter Fitzgerald and Tony Stockil, CEO of Javelin Group. Hitwise research director Robin Goad and Enders Analysis Founder Claire Enders will also join Clark on the rostrum.

In a presentation designed to identify the 10 key events set to hit Ecommerce over the course of the next two years, Clark will also highlight the challenge presented by the growth of online applications. Although a relatively new phenomenon, he predicts that retailers will be forced to place increasing focus upon keeping up with rapidly developing new marketing technologies.

“Some of the best content in the future will be delivered through applications like those found in Apple’s iPhone Apps Store. Retailers are only beginning to get to grips with the value of applications at the moment, and ensuring that theirs stands out and can be found easily by consumers will be a crucial challenge over the next few years,” said Clark.

“We’ll also see a lot more made of mobile marketing, which is only just beginning to make an impact upon retail, and expect there to be much greater correlation with the way retailers are able to market to consumers based on location-aware technology. Operators like Debenhams are already experimenting with such systems, but we are likely to see rapid developments in the field over the next 24 months.”

The bigmouthmedia Retail Summit takes place in London on March 25th and is a free event aimed at senior marketing and ecommerce executives. Places are limited, but those wishing to attend can register at http://www.bigmouthmedia.com/signup for an invitation.

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A bigmouthmedia survey has identified the UK Finance sector’s biggest users of online social networking tools and confounded many expectations by revealing that the Finance sector has embraced the social media phenomenon more readily than those in other established industries. Some 74% of the leading executives surveyed regularly engage in the use of tools such as LinkedIn, Facebook and Twitter, a statistic which demonstrates the extent to which a normally conservative sector has adopted the latest working trends.

Their performance compares extremely favourably with that of leading executives in the FTSE 100. In a bigmouthmedia survey earlier this year, of the FTSE executives sampled only 25% actively engaged in social networking, compared to 85% of business leaders representing companies from the Sunday Times Fast Track 100.

“The evidence clearly shows that the Britain’s financial businesses are rapidly coming to terms with the social media revolution. However, there is still over a 10% gap between the use of social media by finance execs and those in Fast Track companies,” said Chris Cathcart, Senior Finance Strategist at bigmouthmedia.

“I believe it is key for finance execs with a focus on digital marketing to understand the social sphere more. A targeted and strategic social media campaign can not only help build better brand relations with customers, but can also highlight easily fixed customer based issues and create greater brand loyalty, not to mention a beneficial impact on organic search results.”

While the social media has been one of 2009’s most hyped phenomena, little evidence exists as to what extent businesses are deriving benefits from the plethora of available services. However, bigmouthmedia’s survey indicates that leading industry players are increasingly using social networking as part of the essential business toolkit.

The research revealed that former Lloyds TSB Head of Innovation James Gardner is the finance sector executive who has most readily adopted social networking as a means to communicate with colleagues and the public. Gardner, who recently moved to the Department for Work and Pensions, uses LinkedIN, Twitter, Facebook, Plaxo and a blog to reach out to past, present and future customers.

Gardner emerged as eventual winner in front of a field that included Martin Peterlechner at Tesco Personal Finance, HBOS head of banking Mike Regnier and Stephan Daquaire of Swiftcover.com.

LinkedIn emerged as the finance executive’s networking tool of choice, with 76% of those surveyed using the service.

Linus Gregoriadis, research director at internet marketing research and training company Econsultancy, said: “It’s great to see financial services company executives really involved with social media. This sector has historically been quite slow to engage in new digital channels but, in recent months, there are some great examples of financial services brands who have been really dynamic.

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