How advanced data analytics will continue to streamline digital marketing strategy in 2020
It’s not controversial to suggest that talk of data analytics, over the last two decades, has far exceeded the examples of its successful implementation. We aren’t talking here about basic Google Analytics, but of programmes of activity and technology that really delves deep into improving insights and targeting, and dramatically impacts commercial decision making.
Perhaps the best...
When retargeting means additional app revenue: A guide
Marketers working within the mobile ad industry know how fierce the competition for user acquisition can be in the app promotion space. It’s expensive to acquire new users and many times the cost per install or cost per action that advertisers get in their campaigns is higher than the goal itself.
Under these conditions, it’s no surprise to see marketers dedicate a lot of time and effort to user acquisition: they...
2020 in digital marketing: From brand-based to people-based identity and privacy pushes
Opinion 2020 is shaping up to be the year of people-based identity. Marketers are becoming increasingly engaged with trying to understand what this means to them, and how they should be incorporating a notion of identity into their business strategy. Across conferences this year, we’ve noticed heightened engagement from significant, game-changing brands - talking about identity on stage and running people-based marketing campaigns.
MarketingTech 2019 year in review: Influencer regulations, CMO battles, and social change
2019 in digital marketing, through the reporting eye of MarketingTech, has seen something of a two-pronged approach. While the exploration of emerging technologies and their use cases, from voice search to AI to blockchain, continues, it has been tempered with a more measured and nuanced focus.
While this publication found plenty of column inches to tell the stories those making the most of their technological bets this year, from
Consumer-data privacy and personalisation at scale: Strategies to get it right
Personalisation at scale is where retailers and consumer brands are competing to win. But in focusing on “playing offense” to capture value, executives are often overlooking their “defence”: preserving, protecting, enabling, and accelerating the hard-won gains of their digital efforts by ensuring that personalisation at scale keeps personal data secure and private.
Instagram and Facebook introduce features to combat fake news and bullying
Instagram and Facebook have announced the introduction of new features to help combat fake news and bullying.
In 2019, Instagram introduced a feature that filtered comments. This new AI-powered feature is an extension of the earlier one which alerts users with a warning that their caption looks similar to others that have been previously reported based on the words that are used in the caption.
The Instagram team wrote on...
Why marketers need to be clever with context to get their 2020 advertising strategies right
Which user data works best for marketing? A consensus has never been reached, so advertisers have always had to keep multiple plates spinning, from behavioural data and location data to IP addresses, cookies and beyond.
However, since GDPR came into force, it is no longer a question of whether advertisers have enough data points, but whether they are using them correctly. The Europe-wide legislation has suddenly made everyone conscious of the fact that companies are collecting and using their personal data...
For luxury brands, the possibilities of programmatic cannot be ignored
For luxury brands, creating customer relationships, and the revenues they bring, is everything. A $25,000 watch or $150,000 vehicle is rarely an impulse buy, but instead a purchase achieved after many different points of engagement.
An increasingly higher percentage of all ad budgets is being taken up by programmatic advertising, and luxury brands and their marketing efforts need to hop on board with this trend. Digital...
Privacy and real-time bidding: An updated guide for adtech vendors and publishers
This all changed in June and July of this year, when the ICO published respectively a