Six personalised marketing predictions for 2015

2014 has been a huge year for marketing technology, with offline promotional targeting in retail innovating faster than online. We are seeing a shift in consumer behaviour – the fear of data sharing is diminishing as the awareness of its benefits increase. Our research found that more than half of Britons (58%) say they are not concerned about the amount of data they share with brands, and fewer than a quarter (23%) of 18-24 year olds believing data sharing will be viewed negatively in the future. This opens up a lot...

By John Fleming, 19 December 2014, 0 comments. Categories: Customer Experience, Mobile Marketing, Personalised Marketing.

CMOs expected to have short shelf life over coming years

Longevity may not be a word used to describe a chief marketing officer’s (CMOs) reign over the next few years if the predictions made by market research company IDC ring true.

A quarter of all high-tech CMOs will be replaced every year until 2018, according to the insights revealed during a recent IDC web conference that was part of the company’s new FutureScape report.

The figure might make gloomy reading for some, but Marketing Tech spoke to Donovan Neale-May, executive director of The CMO...

By Simon Holland, 19 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

IAB claims full viewability measurement is not possible

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Full viewability measurement of digital advertising is not yet possible according to the Interactive Advertising Bureau (IAB). The claim comes only a couple of weeks after analysis from Google’s tracking metric for viewable ads showed that more than half of all served ads are not measured viewable.

The IAB has published a new positioning paper that makes the claim called the State of Viewability Transaction in 2015, which aims to offer guidance to the digital media and...

By Liz Morrell, 17 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Personalised Marketing.

What will be the big trends for data-driven marketing in 2015?

In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel, data-driven customer engagements...

Facebook launches Call to Action functionality for Pages

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Having a call to action has always been at the essence of any good marketing since that is the very point of marketing a brand or product.

Facebook for Business’s announcement, therefore, of a new call to action feature will help Pages drive business objectives further, since that call to action (CTA) can now be achieved simply with the press of a button.

The company is to roll out the new functionality in the US over the next few weeks and worldwide next year. The buttons...

Multi-device marketing’s reach moves to embrace wearable users

Advertisers can now tap into the growing market for wearable technology using FitAd, a recently launched wearable advertising platform for fitness and health-oriented brands and publishers.

Engagement on mobile health software is higher than almost all other categories of apps, making it a market ripe for advertisers. Nielsen’s own evidence points to 46 million users of apps averaging 16 uses each month for a period totalling one hour per engagement.

New York-based FitAd uses a mixture of programmatic...

Social intent: Battle of the Christmas ads

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Christmas is well and truly upon us. In fact, I can almost count down the days on my fingers. From here on in all that is left is a frantic scramble for that one present you forgot and a mad dash around the supermarket to make sure your cupboards are stocked to the absolute brim.

For many of us, the start of the festive season has become intrinsically linked to the airing of the first Christmas advert on TV – an event which seems to be turning into a bigger and bigger deal...

By Joel Windels, 17 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns, Social Media Marketing, Video & Audio Marketing.

Marketing sector braced for increased M&A activity in 2015

Mergers and acquisitions (M&A) among marketing services, media and related technology companies is set to gather pace in 2015 after what has been a buoyant 2014 for the industry.

A survey by advisement company AdMedia Partners revealed that there have been year-on-year increases across the board for M&A. There was a 10% rise in respondents who made acquisitions along with a 4% growth in both mergers and companies being acquired by a strategic buyer.

AdMedia polled more than 9,000 international...

By Simon Holland, 16 December 2014, 0 comments. Categories: Mergers and acquisitions.

UK marketers must improve effectiveness of their content marketing

UK marketers rated themselves less effective at content marketing this year versus last year, according to the third annual Trends report from the Content Marketing Institute (CMI), produced in partnership with the UK Direct Marketing Association.

As a result it seems marketers are now more focused on content marketing goals than previously, with marketers setting goals and driving efficiency through the setting of concrete objectives.

Goals have also changed. The trends report showed that the percentage of...

By Liz Morrell, 13 December 2014, 0 comments. Categories: Content Marketing, Publishing, Social Media Marketing.

Ad fraud hits video campaigns

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More needs to be done to protect the display advertising technology industry from video ad fraud according to a new report from bots and malware detection specialist Whiteops.

The Bot Baseline – Fraud in Digital Advertising report by White Ops and the Association of National Advertisers shows that globally advertisers are set to lose $3.6 billion globally to bots in 2015.

White Ops and ANA worked with 36 member organisations of the ANA to analyse digital advertising campaign...

Sony comes clean on viral marketed and crowd-sourced product

As one of the biggest brand names in consumer electricals Sony wields enormous brand power. Its decision therefore to test and fund a new product range undercover is revealing. The test was to see the momentum it could build around a new product range using only viral-marketing and crowd-sourcing techniques.

The company has developed a spin-off division called Fashion Entertainments where it is looking to see how it can incorporate electronic paper into fashion products. One of the most significant product...

By Liz Morrell, 11 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns.

Video overtakes social as most popular marketing channel

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Video’s impressive rise as a marketing channel is one of 2014’s success stories, but its comparative performance with other channels has not been analysed until now.

Personalised digital marketing company Conversant has put together a study that reveals video’s meteoric rise. Media professionals in the US, Germany and France are all utilising video more than social.

In the US and UK, 6% more media professionals used video than social, whereas in Germany the...

The evolution of email and CRM in 2014

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There were many big changes in 2014 in the world of marketing technology, however the change that really stands out for me was the bold and high profile acquisitions of specialist email businesses made by some of the biggest players in CRM.

Oracle bought Responsys, while IBM snapped up Silverpop. Meanwhile, Campaign Monitor raised a hefty $250,000. This is evidence, were it needed, that 2014 was another big year for email.

The big CRM providers are not only realising the need for...

By Dela Quist, 12 December 2014, 0 comments. Categories: CRM, Customer Experience, Email marketing.

How shame and guilt can be used to your advantage in marketing

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There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

The key point is that, though both are negative emotions, the effects they have are different. Consumers who feel ashamed are best targeted by campaigns which offer a...

By DaHee Han, 10 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns, Customer Experience, Personalised Marketing.

Yandex offers to turn enterprise big data into strategic insights

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Search engine Yandex is giving enterprise businesses the chance to use its machine-learning technologies to transform unstructured data into valuable insights.

With Yandex Data Factory, enterprise companies can manipulate big data to boost sales, make their business more cost efficient, predict product demand and overhaul any audience targeting technology they currently use.

Yandex Data Factory is based on MatrixNet, the firm’s machine-learning technology, which deciphers...

By Simon Holland, 10 December 2014, 0 comments. Categories: Automation, Big Data, Data Science, Data-driven marketing, Personalised Marketing.

Twitter introduces tailored audiences from mobile apps

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Having already tested the new service on a number of brands, the technology is basically Twitter's version of retargeting based on the previous behaviour consumers. 

Tailored audiences from mobile apps follows the general launch of the tailored audiences ad product this time last year. Tailored audiences allowed advertisers to reach audiences that had shown interest in a brand or category. It benefited advertisers by working outside of Twitter.

With this new addition,...

Native advertising benchmarks shows users consume more on the move

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After serving more than one billion native ads on mobiles for publishers ranging from the Washington Post to Associated Press Polar claims to know a thing or two about native advertising on mobile and has revealed the figures to prove it.

The company has announced a series of 20 benchmarks on native advertising on mobile, as well as the reach of more than three billion when all devices are taken into account, that measure mobile native ads...

Mobile and internet see highest ad spend

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The amount of advertising spend on mobile and the internet has exploded in the last year alone, and such growth will continue, according to research from the Advertising Association/Warc.

The figures showed that internet advertising spend (which includes revenues for online, mobile and tablet) had grown 14.1% between 2012 and 2013 to hit £6.3 billion and is expected to show similar growth over the next two years with overall growth of 15.1% expected for this year.

However of...

By Liz Morrell, 10 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Five ways to make contextual data work for you this Christmas

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Many retailers seem to be oblivious to the role e-commerce and specifically contextual marketing is set to play in Christmas spending this year, with 40% of physical sales digitally influenced and click-and-collect almost doubling to £2.5bn, boosting sales over the festive season to £42.2bn, according to new research by Deloitte.

If you are a retailer, this time of year signals the start of a high-volume, high-stakes opportunity for your business and one in which your...

China’s digital media companies reeling in their US rivals

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US-based digital media companies are being caught by their Asian counterparts as more evidence of China’s high growth emerges in the latest Digital Media Index from research firm Strategy Analytics.

While there is unlikely to be a seismic shift in online media spend from west to east anytime soon, there is a feeling of inevitability about China’s emergence as an digital media superpower.

With Baidu and Tencent, Strategy Analytics reports that China boasts two of the six...

By Simon Holland, 09 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Commerce, E-Commerce, M-Commerce.