It’s arguably more difficult for marketers to do a good job in today’s digital economy. Gone are the days of relying solely on promotional catalogues, stuffed through letterboxes, or batch-and-blast emails, sent to a mailing list.
While traditional tactics still have a time and a place, the business landscape today is hyper competitive. Technology has flooded every industry, making it easier to...
Are you reaching your audience directly through mobile apps? If not, there is a whole new digital market that remains, literally, untapped.
Content consumption is nearly universal on mobile devices in 2019, especially on apps. From Instacart to Waze, apps capture the attention of billions on a daily basis.
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...
Getting to grips with emerging technologies is the backbone of any digital marketer’s role. From artificial intelligence – whether it is process automation, chatbots or dealing with machine learning methods – to blockchain, the temptation to avoid ‘shiny new object’ syndrome and find a practical strategy for building and adopting technology is key.
A new report from independent consultancy R3 has...
Access to a wider range of products at the touch of a button and receiving highly personalised shopping recommendations based on past buying habits has led to a major shift in customer expectations. Today’s customers expect, as standard, a highly responsive, top quality service from retailers across all available channels.
As the volume of goods sold online continues to rise, UK retail...
Another week, and another example of how consumers are trying to fight for their privacy rights in a world of social snooping and data overload.
According to recent research from Kaspersky, which polled almost 12,000 consumers across 21 countries, one in three (32.3%) admitted they did not know how to fully protect their privacy online. More than half (56%) agreed that total privacy was not possible in the ‘modern digital...
The marketing and advertising technologies sector has experienced incredibly rapid change in the past few years. The pace of change is accelerating due to the proliferation of data across multiple channels, which enables marketers to build ever more precise profiles of their customers.
Marketers can now draw on data from search engines, social media, content viewing and more to understand what individuals are interested in and how likely they are to make a purchase....
Almost every marketing leader and expert will tell you that modern marketing is all about measurement. Being able to estimate the ROI of marketing spend by attributing customer actions to tactics has given companies a reason to allocate bigger budgets to marketing each year.
A 2018 report from Kantar, a global media research consultancy, predicted that the measuring tools and methods marketers rely on will evolve rapidly in 2019. While most marketers remain fixated on standard metrics — cost per click...
If you’ve ever noticed an email from a brand addressed directly to you or based on your prior purchases, then you’ll be familiar with marketing personalisation. This was an early broad approach, and we have seen personalisation evolve as organisations have brought new types of data into the mix, including contextual and location specific information, followed by analytics and machine learning for more real-time customer data.
This one-to-one approach was cited as having the power to enhance brand...
