Artificial intelligence can bring marketing and sales closer together – and improve the buyer experience

B2B buyers’ purchasing criteria are changing and their expectations are now higher than ever before. As the B2B sales cycle gets longer and more complex, sales and marketing need to be more strategic in how they approach, persuade and nurture their prospects and customers. Whilst having a great product at the right price point is certainly important, it doesn’t guarantee success and today’s buyers are looking for more than just a one-stop-shop sales pitch.

By Jim Preston, 17 September 2019, 0 comments. Categories: Advertising, Advertising Technology, Automation, Data-driven marketing.

The cookies crumble: Is enhanced digital privacy the end of programmatic as we know it?

The ad tech industry has faced a flood of challenges — with the GDPR driving stricter data regulation, brand safety concerns sparking the ‘adpocalypse’, and Apple’s Safari ITP limiting cookie use. Add Google’s updated Chrome privacy features to the mix, and many are left wondering:...

By Jeff Meglio, 13 September 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Customer Experience, Programmatic.

How to define your social media strategy – in six simple steps

Social media is an immensely powerful tool that, when used correctly, can increase brand awareness and perception, grow a loyal customer base and demonstrate an ‘always on’ customer service.

However, in order to have an established, consistent and successful presence online, there must firstly be a strong strategy in place. Otherwise organisations are missing out on a huge opportunity, and the competition is likely to take full advantage.

But what should marketing managers, and their teams, be...

By Andy McCaul, 29 August 2019, 0 comments. Categories: Advertising Technology, Customer Experience, Social Media Marketing.

Why continuous testing holds the key to effective omnichannel marketing

Innovation isn’t just what keeps marketing interesting; it’s an essential part of the job. The constant stream of channels, tools and technologies makes for an ever-changing landscape, and an expanding list of priorities. No wonder CMOs currently devote 16% of their budgets to innovation and 9% feel it’s crucial to deliver...

By Sandra Loeffler, 27 August 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Facebook aims to assuage user trust concerns with Off-Facebook Activity tool

Facebook is giving its users more guidance on data it holds on apps and websites interacting with the social giant.

The company is launching Off-Facebook Activity, which aims to ‘help shed more light on practices that are common yet not always well understood’, in the words of Erin Egan, Facebook chief privacy officer for policy and David Baser, director of product management.

By James Bourne, 21 August 2019, 0 comments. Categories: Advertising Technology, Data-driven marketing, Social Media Marketing.

Reappraising ‘matching luggage’: How creative consistency could supercharge your campaign

“Short-termism” is currently a growing concern in the digital advertising business. While explicit measurement was the promise of digital advertising a decade ago, that same capability has driven a focus on short-term ad impact metrics, i.e, efficiency over effectiveness. 

Measuring campaign effectiveness is an essential part of digital advertising; but it’s also one of the...

By Dominic Tillson, 19 August 2019, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

Beware of shiny new candy: R3 principal Greg Paull on shaping the future of martech

For many marketing professionals, the opportunity to get to grips with new technology is like being a child in a candy store.

So many choices, so much opportunity. Yet there is always a caveat. The need for speed may be important, but so is getting things right. Experimentation is fruitful, but do not work with technology for technology’s sake.

Luckily, help may be at hand. R3 is a global...

By James Bourne, 19 August 2019, 0 comments. Categories: Advertising Technology, Customer Experience, Data-driven marketing.

How essential are push notifications today in the modern marketer's arsenal?

You have to go way back to 2003 to find what is often credited as the first ever push notification - BlackBerry’s Push Services, designed to inform users of their incoming emails. Back then, the only way to read an email on a train was with a BlackBerry in hand, but fast forward 16 years and push notifications are a part of everyday life.

Research has found that the average opt-in rate for push...

By Maxime Chevallon, 14 August 2019, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

From A to I – Amazon to interchangeability: A guide to the future of advertising today

Digital transformation has reframed advertising and marketing to such an extent that the once familiar reference points no longer exist.  Which is why we decided to deep dive into our learnings to date to extrapolate how we believe the next decade of advertising and marketing will shape up.

From ultra-personalised as in ‘Minority Report’...