The age of engagement: Why brands need to interact with customers as individuals
Last month, McDonald’s announced its $300m acquisition of artificial intelligence company Dynamic Yield – a machine learning specialist founded seven years ago - in a rare move for the company. For years the burger giant has avoided acquisitions.
Beyond the blacklist: The best tools you need to ensure brand safety
With the recent announcement from Google that YouTube might never be 100% brand-safe, brands are once again being forced to grapple with the thorny issue of brand safety.
Blacklists have emerged as the most popular tool for dealing with the most common concerns, being used by over 60% of marketers
Integrating AI to instil customer loyalty: From business use cases to bottom line
Personalisation is a key part of the customer experience. If done correctly, creating a journey that is unique to each person’s needs can influence a buyer to make a purchase and even to return again. However, those brands that fail to get this right, run the risk off turning their potential customers off.
The fact is, shoppers have come to expect higher levels of personalisation, with
How to plan content for the digital product buyer’s journey: A guide
When it comes to selecting digital products, consumers today tend to shop around a fair amount and conduct substantial research before making a purchase. There are simply too many options on the market to pick a product randomly.
In order to sell a digital product, your content must answer the buyer’s burning questions and fit into their
Why brands need to drill into data to cure customer loyalty decay
It’s not uncommon for a brand to roll out a customer loyalty programme to strengthen relationships, grow the business and remain relevant in a very crowded marketplace. Today’s advancements in technology and the evolution of how shoppers prefer to buy goods and interact with services has changed dramatically.
The rise of omni-channel has pushed brands to operate across digital and mobile channels,...
How Starbucks is looking to dark social for greater engagement – and how you can do the same
In the marketing world, the phrase “dark social” has sometimes been used as a threat or a warning. Many see it as impenetrable and too difficult to evaluate ROI from. But it’s a topic that has only become increasingly timely after Mark Zuckerberg announced Facebook’s planned pivot from a public-facing platform into one built on private messaging.
How to increase demand generation through your website: Optimise throughout the customer journey
In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets.
Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and...
Boosting business competitiveness with behaviour-based marketing: A guide
We all recognise how significantly technology and the internet specifically have changed our lives. As consumers we live by the mantra faster, easier, more. We can book our holidays, manage our finances and socialise with friends and family all over the world from anywhere with a strong Wi-Fi or 4G/5G signal on any one of our multiple devices.
This same attitude has spilled over into our business lives, especially when it...
When it comes to AI for marketers – less haste means more speed
AI is one of the most exciting innovations in the ad industry. Not a day goes by without a new story about the latest AI product, what the tech can do, and where it’s set to go. And the promises aren’t just limited to our industry alone – AI is set to revolutionise the world we live in.
Given the boundless opportunities, it’s tempting to jump in right at the deep end and pick the glitziest AI solution...