How to cut through the cognitive marketing platform hype to realise success

Consumers are surrounded by artificial intelligence, from the iPhone’s Siri to voice-first user-interface devices such as Amazon’s Echo to the emergence of autonomous vehicles through Google’s Waymo. The same is true for brands, which are bombarded by marketing technology platforms that tout how their latest artificial intelligence capabilities will give brands an edge in the marketplace and, above all, solve their marketing challenges.

Attend...

By Mark Weidner, 02 January 2018, 0 comments. Categories: Automation, Branding, Customer Experience.

Forrester’s: 2018 will see chief growth officers replace CMOs

Forrester have released their predictions for what 2018 will hold, ranging from retail to GDPR.

In the world of CMOs, the company has predicted that marketing meetings in 2018 are going to dominated by one word: ‘growth’.

But not normal growth, CEOs are all going to be after the elusive ‘disruptive growth’. In a commercial landscape coming to be defined by rapid consumer-driven change, CMOs will be under pressure to make sure their organisations stay ahead of the...

By Colm Hebblethwaite, 15 November 2017, 0 comments. Categories: Advertising, Branding, Customer Experience, Personalised Marketing.

126 million US Facebook users may have seen Russia-banked posts

The scale and potential reach of political content allegedly uploaded onto Facebook by Russia-backed operatives has been revealed.

The social media giant has estimated that around 80,000 posts were produced and uploaded before and after the divisive 2016 US presidential election that saw Donald Trump narrowly beat Hilary Clinton.   

This means that the content, which focused on contentious social and political issues, could have been seen by as many as 126 million US Facebook users.

The revelation...

By Colm Hebblethwaite, 01 November 2017, 0 comments. Categories: Branding, Social Media Marketing.

Netflix is most positively talked about brand by millennials

Among UK millennials, Netflix is the brand that is most positively talked about brand.

The streaming service came out on top of YouGov’s annual BrandIndex rankings, which is made of over 2.5 million consumer interviews a year.

The list of brands with positive word of mouth among those aged 18-34 years old was dominated by those in the technology sector. Netflix won out with a score of 73.8, which was only just ahead of Facebook (73.5), Apple (73.3) and Airbnb (70.5).

You can see the rest of the top 10...

By Colm Hebblethwaite, 11 October 2017, 0 comments. Categories: Branding.

Apple and Google world’s most valuable brands for fifth year

Apple and Google have have been named as the world’s two most valuable brands for the fifth consecutive year in the Interbrand 2017 Best Global Brands report.

The two tech giants were joined by three brands that cracked the top 100 for the first time: Ferrari (#88), Netflix (#78) and Salesforce (#84).

The report, now in its 18th year, based its ranking on a brand’s financial performance (in terms of products and services), the influence it has on consumer choice and the strength it has to command...

By Colm Hebblethwaite, 25 September 2017, 0 comments. Categories: Branding.

How to be an effective social media marketer in 2017

It can be an immense challenge breaking through the clacks and clangs of the noise constantly being generated on the web. Especially if you’re in the B2B space, the desire to be heard is almost greater since your company is relying on you to spread the word about an event or product release.

If you’ve ever worked on a marketing campaign, you know that the most important aspect of the efforts involved is to convert leads. Lead gen is by far the highest value any type of initiative can bring back to...

By Mandy Fisher, 29 August 2017, 0 comments. Categories: Branding, Social Media Marketing.

What can brands learn from the #WalkersWave and Burger King “OK Google” campaigns?

You can’t go very far within the world of marketing and brands without hearing the latest buzzword – personalisation. Everything is about personalisation, and with advances in technology and the use of data, marketing is becoming increasingly personalised and social. Many brands are already making the most of this shift by creating innovative and engaging campaigns which allow consumers to interact with the content.

However, as last week’s National Lottery campaign for the World Athletics...

By Phil Aiston, 23 August 2017, 0 comments. Categories: Branding, Content Marketing, Personalised Marketing, Social Media Marketing.

Why brands should cash in on 'festravel' this summer

Brands should pay close attention to the music scene this summer as thousands of Brits will be packing their passport along with their face paint to flock to faraway festivals. That’s according to new data from lastminute.com group that points to ‘festravel’ – travelling abroad to a music festival – as one of this year’s biggest trends.

From Spain’s FIB Benicassim to Croatia’s Ultra, Europe’s favourite festivals are set to attract...

By Alessandra Di Lorenzo, 15 August 2017, 0 comments. Categories: Branding.

Identifying your top brand advocates – by filtering the recommendations

Do all recommendations carry equal clout? The short answer is no - but by taking a closer look at who is saying what, it is possible to identify your top brand advocates.

With so many purchases being fuelled by recommendations from friends and family, it is easy to see why word-of-mouth marketing is such as powerful force. After all, who hasn’t booked a holiday, visited a restaurant, watched a TV show or had their car serviced at a local garage after hearing about a positive experience from someone they...

By Chris Cowan, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Data-driven marketing.

Building the consumer relationship for brands and publishers: It’s all a question of trust

Recent research from Reuters reveals most people don't trust the mainstream media and are even more suspicious of social media.In addition, research from Rakuten Marketing suggests people increasingly see advertising as being linked to fake news and mistrusted content.

Whilst lack of trust is damaging the relationship between consumers and brands, 

By Jon Cornwell, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Customer Experience, Publishing.