What is cognitive marketing - and why does it matter to you?

It’s almost possible to hear the sigh from marketers around the country… as if there isn’t enough to fit into every day, they’re now expected to become a psychology expert too?!

Well, not exactly. But if marketers want to ensure their communications strategies thrive in 2017, they need to know a few things about cognitive biases. These mental tendencies have the potential to pose some of the biggest obstacles to ROI in the next 12 months, and the worse thing is, they can’t even...

By Adam Oldfield, 24 February 2017, 0 comments. Categories: Advertising Technology, Best Practice, Branding.

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.

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.

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 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.

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.

Moving from device to screen agnosticism in 2017 – and how to make it work

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I should make it clear that I am a sincere unbeliever when it comes to buzzwords in my industry. Neither is there a ‘jargon agnosticism’ for me; purely an atheism towards the very concept of waffle and piffle that permeates media as a whole.

I take great delight in hearing comprehensive mocking of the way I talk – it’s important to identify our professional flaws, and terms like ‘screen agnosticism’ serve only to confuse the audience into...

By Dom Mellin, 30 January 2017, 0 comments. Categories: Best Practice, Customer Experience, Mobile Marketing.

How omnichannel marketing makes siloed advertising channels a thing of the past

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The modern marketer’s greatest challenge is using emerging media to lift metrics across multiple platforms. For every opportunity presented by new media channels, marketers must overcome internal resistance and logistical challenges to transition away from traditional platforms.

Digital media constitutes one of the fastest-growing segments of advertising, making it a must for any campaign. Brands must aim to integrate desktop, mobile, tablets, and even...

By Tom Alexander, 26 January 2017, 0 comments. Categories: Best Practice, Campaigns, Customer Experience.

Anonymous data monetisation is the way forward – but who will get there first?

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Before we make any predictions for the future, let’s examine the lessons of 2016. If the mainstream media’s obsessions match those of the public - which is their job - then privacy became an increasingly important in the last 12 months. Fears over the sovereignty, security and privacy of personal information were rarely out of the news.

The year 2016 taught us that intrusive marketing, Big Brother-style surveillance and irresponsible data losses are big issues with the...

By Tom Luke, 25 January 2017, 1 comment. Categories: Best Practice, Data-driven marketing.

Five presentation trends that can supercharge your new business pitches in 2017

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“How do we win more business in 2017?” This question will be rattling around the boardrooms of marketing companies and ad agencies across the world, even as you read this. Throughout January – and beyond – directors, business development teams, and planners will put their heads together to think about the strategies and tactics they need to adapt, adopt, or prune to make the next 12 months...

By Spencer Waldron, 24 January 2017, 0 comments. Categories: Best Practice.

Why the next big thing in marketing is...simplicity (part two)

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Editor’s note: The first part of this two-part article, available here, explained the concept of ConOps – the concept of operations – in a marketing communications program to communicate the quantitative and qualitative system characteristics of the effort to the brand, as well as prospects, clients, and customers. This piece expands on the need to keep marketing efforts simple with various...

By Thaddeus Kubis, 19 January 2017, 0 comments. Categories: Advertising, Best Practice, Social Media Marketing.

The 10 things you need to ask for in a marketing automation demo

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Marketing budgets continued to rise in 2016, advancing to 12% of company revenue, on average, according to Gartner. This ongoing investment in the profession has left the majority of marketers optimistic about the year ahead. However, with increased spending power comes heightened scrutiny from those holding the purse strings, and an even greater focus on ROI.

So, whether...

By Adam Oldfield, 18 January 2017, 1 comment. Categories: Automation, Best Practice, Email marketing.

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

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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 the next big thing in marketing is...simplicity

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Editor's note: This is the first of a two-part article on ‘simplicity’ in marketing: the second piece will appear on MarketingTech later this month.

Opinion A question to kick off 2017: have you ever thought how complex marketing has become?

I think about that all the time and attempt to relay to my client base that simple is better. I also emphasize a few of the fundamentals of marketing that need to be followed when developing a marketing communications plan. A tenet that I follow,...

By Thaddeus Kubis, 10 January 2017, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing.

Act now to benefit from a programmatic future

Programmatic is marketing’s biggest buzzword. It’s been discussed and rehashed time and time again; covered by every half respectable marketing publication, blog, and social media page trying to stay relevant. On the one hand, this coverage is warranted because programmatic represents the next big industry shift in communicating with customers. However, it has also brought on a sense of confusion with an underlying tone that programmatic is a complex approach for marketers of the future. The...

By Mark Ash, 09 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic.

Five things marketing team leaders need to know

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There’s a big difference between simply being a boss verses being a leader – good leadership has the power to energise, engage and motivate staff to go the extra mile.

In this article, we’ll look at five key things that every good marketing team leader needs in order to fulfil the role.

Think strategically and learn to self-critique

One of the most important parts of leading a marketing team is the ability...

By Ana Barco, 22 December 2016, 0 comments. Categories: Best Practice.

Why marketing firms need to connect differently with job-seeking millennials

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The days of relying on the 30-day post to find best-fit new young marketing talent are numbered. It might do the job, but it’s less likely to attract contenders with matching values, for whom a sense of purpose and company culture is getting more important than the role itself.

For firms without big budgets, finding another way to connect with, inspire and engage millennials all year round is becoming a priority. New jobs are emerging all the time, and when they do emerge,...

By Duncan Cheatle, 22 December 2016, 0 comments. Categories: Best Practice.

Building an integrated customer engagement strategy

There is always talk of brands being almost blind to the opportunities that their customers pose through their habits. This is reinforced by increasing demand from customers for personalised and flexible modes of engagement.

The rapid rise of millennial purchasers has left brands constantly rethinking their marketing strategies. It is clear that the consumer base has become far more varied and unpredictable.

Thus brands need to find a way to integrate the customer experience into every step of their...

By Massimo Fubini, 22 December 2016, 1 comment. Categories: Best Practice.

GDPR: Opt in for a head start on the 2018 data law change

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The UK currently operates under the Data Protection Directive, which allows a “soft” opt-in approach. Under the current rules, data collected from communication with customers, tradeshow meets, business card exchanges, a checkbox for signing up to communications from a company, all count as a soft opt-in, allowing organisations to market to this data.

With the arrival of

By Lee Chadwick, 19 December 2016, 0 comments. Categories: Best Practice, Mobile Marketing.

Marketers: What digital investments you need to make next year

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Tech giants such as Uber have expanded their offering with the launch of UberEats, and some famously online-only brands have made a U-turn and set up physical stores, take Amazon opening bookstores for example.

The business transformations these brands have undergone this year should make marketers question what is right for their own company’s strategy. Should they be experimenting with new technologies?

Are there new markets that they should be considering? Many may even be...

By Stephen Morgan, 16 December 2016, 0 comments. Categories: Best Practice.