How to maximise marketing initiatives in AI - without alienating your customers

Data mining is undoubtedly transforming marketing as we know it. Artificial intelligence (AI) is not only automating some of the most mundane and time-consuming processes, but it’s also solving the once unsolvable issue of how to turn terabytes of consumer-generated interactions into personalised experiences for each individual. AI does this at a scale beyond a marketer’s wildest dreams. 

By Tim Stone, 01 August 2019, 0 comments. Categories: Attribution, Automation, Best Practice, Customer Experience.

'Halo effect' reveals importance of mobile ads in high quality environments

How does the environment in which an advert resides influence its performance? According to a new report from Integral Ad Science (IAS), adverts viewed in high quality mobile web environments were perceived significantly better than those in lower-grade versions.

The study, titled 'The Halo Effect: Ad Environment & Receptivity', observed 50 participants and their reactions to articles and creative content across 30 minutes. 

The report found three quarters (74%) of participants perceived ads...

By James Bourne, 17 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Mobile Marketing.

The biggest challenge facing CMOs today: Building, measuring, and maintaining brand equity

Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San Francisco titled, “It’s a Modern Marketing World: Creating a Frictionless Customer Experience.”

During our discussion, host Professor Eric Bradlow, faculty director of the WCAI, brought up a key point that struck a chord with me. “Marketing builds brands. Time kills brands.”

Bradlow’s statement is rooted in his...

New report examines brand affinity among Gen Z – and the companies getting it right

How should marketers prepare for the incoming move of Generation Z into the workplace? According to a new report, the narrative of a more conscientious, ethical generation is mostly true – but don’t feed any stereotypes.

The 2019 AFFDEX report, from student discount hub UNiDAYS, found Nike, Netflix and Instagram were the most popular brands across all categories. YouTube and Adidas completed the top five.

By James Bourne, 11 July 2019, 0 comments. Categories: Best Practice, Branding.

Money matters: How sharing financial metrics and KPIs builds stronger teams

The all-hands meeting is a staple of businesses for sharing important financial information and progress. Smaller companies typically bring staff together on a fairly regular basis. Larger organizations may sync up several offices at a time or hold an annual company-wide conference. There’s good reason why these meetings haven’t fallen out of fashion – they get everyone on the same page.

By Mark van Leeuwen, 14 June 2019, 0 comments. Categories: Attribution, Best Practice, Branding.

A guide to wellness and digital marketing: Go further than comms into corporate methodology

If marketing ‘is the generous act of helping others become who they seek to become’ (thanks Seth), then nowhere is that mission more pertinent than in helping people become ‘well’.

For a generation staring down the barrel of a career that might last 70 years, staying fit and well has never been more important. Wellness is cool....

By Liam Fay-Fright, 03 June 2019, 0 comments. Categories: Advertising, Best Practice, Branding.

Crownpeak: How to change customer-centricity by 'contextualising' consent

Whether it was Marc Andreessen’s proclamation in 2011 that software was eating the world, or Satya Nadella’s more recent analysis that every business is a digital business, tech ignorance is simply unimaginable today. Yet it’s the biggest open secret in martech: while all the marketing departments talk a great game, they aren’t getting anywhere near the value they should do from their investments across the stack.

By James Bourne, 31 May 2019, 0 comments. Categories: Attribution, Best Practice, Customer Experience.

Learning social best practices from industry experts: Find your voice and make ‘clever’ use of data

If you manage your company’s social media accounts today, it is no longer sufficient to send a fun tweet here or a cheeky Facebook post there. Social has become a key benchmark of customer experience; a treasure trove of data ready to be mined. Yet it can also be a living nightmare if you get on the wrong side of Random Internet Strangers.

So what’s a marketing manager to do in the spare time they have from juggling a zillion...