How AI allows intelligent marketers to market more intelligently

(c)iStock.com/mennovandijk

By now, it’s a familiar narrative: The advent of artificial intelligence, along with contextual computing, will transform entire industries and leave nearly everyone — including marketers — jobless

Well, maybe not.

The fact is that AI and CC simply provide new ways of doing what marketers have always done: Track, measure, assess, and...

A full board issue: How should CMOs get a grip on information security?

(c)iStock.com/thorbjorn66

Huge quantities of data pass through the marketing department. While collaborating with colleagues, ad agencies, agency partners and marketing tech providers, marketers are often required to share confidential information, from strategic presentations to brand images. As flexible working explodes and marketers handle major campaigns from both the office and home, we need to consider how this information is being shared and controlled over time.

Consumer grade platforms such as...

By Jay Muelhoefer, 17 January 2017, 0 comments. Categories: Best Practice, Data-driven marketing, Personalised Marketing.

Why visual marketing should be a 2017 focus

If anyone doubted that the internet is becoming a progressively more visual medium, two deals announced last month should have enlightened them.

Instagram revealed plans to create a live video function on its Instagram Stories platform, taking it up against Snapchat and Facebook Live. Unlike Facebook Live though, the short videos recorded by Instagram's users will disappear as soon as they are recorded – friends will only be able to watch them live.

Meanwhile, Facebook is...

By Ed Preedy, 06 January 2017, 0 comments. Categories: Personalised Marketing, Video & Audio Marketing.

Why personalisation is still the key to effective cross-channel digital marketing

We know personalisation is the buzzword of the moment. The term is everywhere, discussed by everyone as the saviour of our modern email marketing times.

It is also in danger of becoming ubiquitous – the industrialisation of what should simply be a personal and unique real-time connection with a consumer. But when it is done properly, personalisation is a truly beautiful thing. Personalization is the canvas, where email and web preferences paint a consumer’s unique picture.

The current average...

By Kym Reynolds, 21 December 2016, 1 comment. Categories: Personalised Marketing.

Why martech means nothing without human connection

(c)iStock/Ridofranz

We live in a time when digital disruption is the norm and when the pace of change and technological innovation continues to accelerate. We are all inundated with more information, products, services and offers than we have time to process.

But where once this abundance excited us, we now crave bespoke and tailored service that feels as individual as we each are.

And, perhaps not surprisingly given how quickly we adapt to new technology and begin to take it for granted, even though tech advances are...

By Carole Tokody, 12 December 2016, 0 comments. Categories: Personalised Marketing.

Why social network shopping could usher in the next mCommerce boom

(c)iStock/ferrantraite

The recent move by Instagram to push into the social commerce space with the launch of an in-app shopping discover function is the next step in the growth and proliferation of a new breed of consumer; the social media shopper.

From fashion app Depop to present app Giftagram, there are already a number of established and emerging retailers creating apps to target mobile commerce, but social platform Instagram getting in on the act is something of a game-changer, bringing ‘shoppable photos’ to

By Ian Reynolds, 28 November 2016, 0 comments. Categories: Personalised Marketing, Social Media Marketing.

Odeon 'first cinema in Europe' to launch consumer chatbot

(c)iStock/Amanda Lewis

We all know by now the scope of how consumers can interact with brands via chatbots is growing by the day, with more platform integration as well as smarter apps on the rise.

Consumers can have their complaints handled, find out opening times, order a pizza and book an appointment via chatbot so far - but what about booking cinema tickets?

This is the goal Odeon is trying to reach with its new Facebook Messenger chatbot, developed by social technology company Gruvi. 

According to...

By Rachael Power, 28 November 2016, 0 comments. Categories: Personalised Marketing.

Why people based marketing can be more effective than personalisation

(c)iStock/Halfpoint

Building and creating optimised digital experiences have been the focus of marketing teams since the early days of the internet, yet the focus has been on the channel rather than the consumer.

The key performance indicators of success have been measured on the performance of email marketing, paid media or targeting ads programmes, rather than enhanced customer experiences, increased retention rates, and increased lifetime value.

This approach is in dire need of rejuvenation. Why? Because...

By Nick Keating, 28 November 2016, 1 comment. Categories: Personalised Marketing.

Dating apps: Are marketers missing an opportunity?

(c)iStock/PJPhoto69

Dating applications have become a key part of the technology ecosystem. Online dating was previously restricted to a core set of internet users, developed and incubated at a similar pace to social media, however, it is quickly presenting a unique opportunity for marketers.

Sometimes the dating sector is painted with the same brush as the more risque adult entertainment industry, however, this has in some ways actually made it more interesting for traditional marketers to...

By Jenny Gonzalez, 24 November 2016, 0 comments. Categories: Best Practice, Personalised Marketing.

Why reputation resilience is a modern marketing essential

(c)iStock/a-crotty

Maintaining a positive brand image and reputation is crucial to any business, and marketers are used to drawing on their expertise to create robust and engaging content to facilitate and bolster this aim.

But once a strong brand image has been established how do you go about maintaining it and protecting it from negativity?

In today’s consumer-focused world, the dialogue between brands and consumers is more dynamic - and transparent - than ever. We enjoy speaking to and about the...

By Simon Wadsworth, 23 November 2016, 0 comments. Categories: Personalised Marketing.