Mobile marketing is dead: Long live gaming marketing

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Opinion A recent study conducted and released by MobileBridge indicates that mobile marketing tools, though accepted by the marketing community, have been slow to receive updates and delayed in expanding their current mobile apps. It seems that mobile technology is way ahead of marketing applications and perhaps ahead of the understanding of this potentially beneficial technology as well.

What does that mean to me, as a supporter of integrated marketing and omni-channel marketing? If the...

By Thaddeus Kubis, 17 February 2017, 0 comments. Categories: Branding, Gamification, M-Commerce, Mobile Marketing.

How to get more out of your advertising production budgets

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The start of any year always begins with some sort of review of where you’re at, how you’re doing against your objectives and goals, but most importantly, what your budget will be or where you stand currently.  One of the most expensive parts of the advertising cycle is production, so even though you may be looking at how you’re doing against agreed budgets, you should also pay extra attention to utilising the best of what you have. Here are a few ways to make...

By Nicole Meissner, 16 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

Is data killing off the art of the marketing prediction?

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Opinion At the start of the year, I was approached by several publications and ask to write articles sharing my predictions for the year ahead. I am sure you are familiar with the format; you will see the "top 5 x of y for 2017" appearing online well into mid-March. While it can be fun to make guesses at what might happen, I believe it is becoming a pointless exercise. The pace of change in modern society is increasing, being driven by ever faster technology innovation. If...

By Mike Bainbridge, 16 February 2017, 0 comments. Categories: Data-driven marketing, Data Science.

New report assesses content marketing best practices and why “age of infographics is dying”

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Content, content, content; it’s the mantra which every marketing team worth its salt today lives by. Yet focusing on quality over quantity should be the defining factor, according to a new study released by B2B analyst firm Clutch.

Almost 80% of the 300 survey respondents in the report agreed that increasing their company’s online visibility is the main goal of content marketing campaigns compared to the rest who prioritised lead generation. But how much is too much before you...

By James Bourne, 15 February 2017, 0 comments. Categories: Content Marketing, Search Marketing, Social Media Marketing.

It’s time for influence to evolve: Welcome to Influence 2.0

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Influencer marketing is one of the most promising and underappreciated disciplines in the digital marketing mix” - Brian Solis

Influencer marketing became mainstream in 2016. However, with pure pay to play and short-term campaign practices dominating the conversation, many misconceptions remain in this nascent space. Curious to see how the practice is perceived within leading enterprises around the world, Traackr and TopRank Marketing teamed up to survey 102 brand strategists and...

By Kirk Crenshaw, 15 February 2017, 0 comments. Categories: Best Practice, Branding, Data-driven marketing, Social Media Marketing.

Customer experience in 2017: Learning from the positive

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The start of a New Year offers a chance for companies to reflect on market developments, and to stake their claim on what they see as the most important trends that will shape the landscape in the months and years to come. When it comes to customer experience (CX), unfortunately the temptation to dwell on disasters that took place during the preceding 12 months – of which there were many in 2016 – can prove too strong.

Learning from the past

While it can be useful to learn...

By Jeremy Griffiths, 15 February 2017, 0 comments. Categories: Customer Experience.

Why consumer apps are evolving, not dying – and what brands should do about it

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By Paul Jarrett, MD, Sonin

Since the launch of the App Store back in 2008, apps have evolved from simple novelties to intelligent tools that brands use to reach and engage their customers. Yet, despite 71% of marketers now considering mobile as critical to hitting their targets, rumours continue to circulate claiming that we’re on the brink of a ‘post-app era’, or an ‘app-ocalypse’.

What we’re currently experiencing isn’t the death of apps...

By Sonin, 14 February 2017, 0 comments. Categories: Branding, Mobile Marketing.

JC Oliver: On ‘disruptive permission’ and changing the face of advertising

“No-one needs more advertising,” Jonathan 'JC' Oliver, chief creative officer at Unlockd, explains. “There’s a lot of shit advertising in this world, and for whatever reason, businesses feel like because the inventory is there to push ads, the more we put into the system, the more we’re going to get out – and that’s not the case.”

This was, in essence, the opening to Oliver’s speech at the NOAH Conference in London last November. Since then – in...

By James Bourne, 13 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Content Marketing.

Salesforce launches extra-strong AI-flavoured Service Cloud Einstein

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Salesforce has announced the unveiling of Service Cloud Einstein, a new customer service platform which includes a beefed-up AI engine and aims to add intelligence ‘to every service interaction’.

The platform, which is a mix of the firm's current Einstein AI tool and Service Cloud, will be fully connected to CRM data across sales, commerce, and marketing departments, and offers a variety of features. Einstein Supervisor is a mix of several products, from...

By James Bourne, 13 February 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

The marketer’s next challenge: Seamless digital integration

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The way in which people consume content has changed dramatically in the past decade. The uptake in mobile media consumption has created a diverse range of platforms, and marketers now have incredible opportunities for reaching target audiences. However, these technological developments have proven to be somewhat of a double-edged sword; people consume content so rapidly and in so many ways, that it can be hard for brands to catch the eye and convey their message.

Because of this difficulty,...

By Jon Mowat, 13 February 2017, 0 comments. Categories: Advertising, Best Practice, Branding, Social Media Marketing.

How the next generation is shaping digital – and what this means for marketers

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Today’s ‘digital natives’ are one of the first generations to have grown up in a world where every aspect of their communication, entertainment, social activity, private and school lives are entwined with technology.

Initially conceived in 2011, the Amaze Generation Project – the first of its kind – set out to track how ever-changing technology has influenced the lives of a group of 10 – 15 years olds and observe how five years’ immersion in...

By Alex Comyn, 10 February 2017, 0 comments. Categories: Customer Experience, Mobile Marketing.

How AI allows intelligent marketers to market more intelligently

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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...

Why marketing is the true ‘game of games’: Could a video game be in your future plans?

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What connects the ever-increasing rash of zombie-based, end/beginning of civilisations series, history of now, robotic lifestyles, and topic-related movies? They all seem to pose the question: does media drive culture, or culture drive media?

I ask this question in part based on this story, as well as my recent readings, which include Pendulum, by Roy H. Williams and Michael R. Drew, Prosper, by Chris Martenson and Adam Taggart, and Tribes, by...

By Thaddeus Kubis, 09 February 2017, 0 comments. Categories: Customer Experience, Gamification, Mobile Marketing.

Number of marketers who understand consumer mobile usage ‘underwhelming’

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The number of marketing executives who understand the importance of keeping pace with consumer levels of mobile engagement is ‘underwhelming’, according to a new report from MobileBridge.

The report, which surveyed more than 50 professionals in the EMEA and US, argued marketing teams have a ‘rich opportunity’ to integrate ‘beyond push messages’ and create greater integration with consumers. Key initiatives for respondents in their road to digital...

By James Bourne, 08 February 2017, 0 comments. Categories: Advertising Technology, Branding, Mobile Marketing.

How to keep up with the constantly changing world of marketing technology: A guide

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Technology has helped digital marketing come a long way. When it comes to marketing, however, change is the name of the game. In fact, just when you think you’re getting the hang of things, you realise that you may be lagging behind.

The 2016 marketing technology landscape supergraphic unveiled at the MarTech Conference last year lists an overwhelming number of 3,874 marketing solutions representing...

By Pratik Dholakiya, 08 February 2017, 0 comments. Categories: Advertising Technology, Best Practice, Social Media Marketing.

From CRM to CMR: How to make things work in the era of the connected customer

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The idea that brands can decide how and when to engage their customers – on their terms and according to their rules – is out of date. Attempts to tell customers what to think or how to buy now receive short shrift from today’s savvy shoppers. As we enter the era of Consumer Managed Relationships, power has swung firmly back in favour of the customer.

The shift from CRM to CMR represents a sea-change in the dynamic between brands and consumers, with brands scrambling to...

By Juliet Schuler, 07 February 2017, 0 comments. Categories: CRM, Customer Experience, Mobile Marketing.

Choosing the right CMS for your business: A best practice guide

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As spending on digital real estate and marketing grows, businesses must adapt their traditional models to make sure that their investment is worthwhile.

Where that budget should be spent is widely debated but what’s undisputed is that every business, small or large, private or public, needs a website – the most important digital asset of any organisation. And the backend to that website is the content management system (CMS), the unsung hero, where digital content can...

By Kevin Widdop, 07 February 2017, 0 comments. Categories: Best Practice, Content Marketing, Customer Experience.

Get heard above the noise: Why high-impact ad units are a must

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It may not come as a huge surprise that the mobile phone is one of the most prevalent pieces of technology ever invented, but so much so that Cisco found more people will have mobile phones (5.4 billion) than electricity (5.3 billion), running water (3.5 billion) and cars (2.8 billion) by 2020.

The rapid growth of mobile devices has caused accessibility to outpace the growth of what we consider basic necessities. Pair that with the fact that consumers are spending more time on...

By Kate Barry, 03 February 2017, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Why brands are tuning into podcasts – and what you need to do

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Podcasts have grown exponentially over the past 12 months. Acast, a curated platform for podcasts, has increased its listeners from 4 million in November 2015 to 10.9 million in November 2016. More globally, Rawvoice, a data firm that tracks 20,000 shows, reported that 75 million people listen to its podcasts each month – triple the 25million listeners it had just five years ago. And Edison Research shows weekly podcast consumption is on a constant year on year growth of...

By Helen Rose, 02 February 2017, 0 comments. Categories: Branding, Video & Audio Marketing.