Why taking your own path for digital marketing learning is daunting – but worth it

In 2012, SEO was the major concern for any business looking to flex their digital muscle. Every pronouncement and product update from Matt Cutts, then Google head of search quality, was akin to a word from God.

But digital marketing, as any professional knows, does not stand still for long.

Tommy...

By James Bourne, 11 December 2019, 0 comments. Categories: Best Practice, Content Marketing, Gamification, Search Marketing.

Privacy and real-time bidding: An updated guide for adtech vendors and publishers

Until the summer of 2019, the Information Commissioner’s Office (ICO), the UK’s privacy regulator, had not been particularly pro-active in enforcing the law on data protection in respect of the use of cookies and programmatic advertising based on real-time bidding (RTB).

This all changed in June and July of this year, when the ICO published respectively a

By Raj Shah, 29 November 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic, Publishing.

For cybersecurity marketers, a sense of clarity is desperately needed

Security marketers are all battling to differentiate the problem they are solving and how the solution or service they provide helps to solve that problem better than anyone else. Driving home this latter point isn’t always easy given how crowded the enterprise security stack is today.

According to CSO, the...

By Claire Trimble, 15 November 2019, 0 comments. Categories: Best Practice, Branding, Campaigns, Ethical Marketing.

It’s finally time to ditch the vanity metrics – and focus on these measurements instead

Today’s marketers have oceans of data at their disposal that they can use to track a nearly endless array of metrics to measure performance. Being able to eliminate assumptions and objectively evaluate campaigns is something marketers have always wanted. If they’re going to use data effectively, however, they need to acknowledge that not all metrics are created equal.

Vanity metrics are...

CMOs lacking confidence in their abilities but they deserve a boardroom seat, report argues

You’ve heard of the concept of ‘impostor syndrome’ – but does that feeling still pervade when you get to the highest echelons of your profession?

According to a new study from Deloitte, CMOs periodically suffer from a crisis of confidence – although the good news is that the C-suite has plenty of faith in their abilities.

The report, which surveyed 575 C-suite...

By James Bourne, 19 September 2019, 0 comments. Categories: Attribution, Best Practice, CMO, Customer Experience.

The new marketing jobs which will emerge in the next decade - from creative to data

Once upon a time, the world of the marketer was very simple: acquire people’s attention and then shout the loudest. This approach worked well with fewer channels and longer attention spans. Today, however, we are assailed with literally hundreds if not thousands of messages every day, with algorithms that predict exactly what to serve our audiences and when.

The business of marketing is now fiendishly complex to master. One wrong step and brands that have taken years to build can suffer catastrophic...

By Euan Davis, 29 August 2019, 0 comments. Categories: Automation, Best Practice, Data-driven marketing, Data Science.

While JustEat and Uber Eats fight for their share of the turf – restaurants can capitalise

In the last month, JustEat announced more than 100 layoffs as the result of increased competition from Uber Eats and Deliveroo. Meanwhile, Uber just suffered its worst ever financial quarter, losing a staggering £4bn in just three months – even though its share price remained unaffected.

Given the uncertainty surrounding these businesses, predicting the future of the food delivery...

By Patrick Clover, 21 August 2019, 0 comments. Categories: Automation, Best Practice, Customer Experience.

Good news, fake news: The media’s fight for encryption – and against misinformation

According to reports, senior figures in the Trump administration held a meeting last month to consider whether to pursue legislation outlawing end-to-end encryption on US-made messaging apps.

While the ultimate outcome of the meeting is yet to be seen, it brings to light a serious question that we all - governments, consumers and businesses - need to ask ourselves: what do we lose when private messaging is truly private?

On the one hand, end-to-end encryption means that...

By Dan Levy, 15 August 2019, 0 comments. Categories: Attribution, Best Practice, Ethical Marketing, Publishing.