Why marketers need to be clever with context to get their 2020 advertising strategies right

Which user data works best for marketing? A consensus has never been reached, so advertisers have always had to keep multiple plates spinning, from behavioural data and location data to IP addresses, cookies and beyond.

However, since GDPR came into force, it is no longer a question of whether advertisers have enough data points, but whether they are using them correctly. The Europe-wide legislation has suddenly made everyone conscious of the fact that companies are collecting and using their personal data...

Gartner: Four in five marketers will abandon personalisation projects by 2025

Are your personalised marketing efforts going to waste? Campaigns not hitting the spot? If so, you’re not alone – and according to the latest missive from analyst firm Gartner, four in five marketers will ‘abandon’ personalisation efforts by the middle of the next decade.

The primary obstacle respondents faced, according to the survey, was data and its various methods of analysis, from collection, to...

By James Bourne, 03 December 2019, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

For luxury brands, the possibilities of programmatic cannot be ignored

For luxury brands, creating customer relationships, and the revenues they bring, is everything. A $25,000 watch or $150,000 vehicle is rarely an impulse buy, but instead a purchase achieved after many different points of engagement. 

An increasingly higher percentage of all ad budgets is being taken up by programmatic advertising, and luxury brands and their marketing efforts need to hop on board with this trend. Digital...

Why marketers need to be obsessed with AI and machine learning in 2020 – and what can be done

As we edge ever closer towards the beginning of a new year, the next 12 months are set to provide an extraordinarily challenging time for marketers – but it’s certainly not ‘doom and gloom’ by any means.

Not only will they be expected to seamlessly tackle the increasing volatility, data regulation and apathy towards traditional marketing methods, but they must do it all alongside having a clear, robust and...

By Phill Midwinter, 02 December 2019, 0 comments. Categories: Automation, Big Data, Data-driven marketing.

Does retail automation signal the end of personalisation?

Over the last two decades, technology has changed the face of retail, from the in-store experience and the payment process, to the advent of ecommerce and omnichannel retailers. But much as technology has revolutionised the shopping experience, it has also had a significant impact on jobs in the retail sector.

As far back as 2016, Deloitte predicted that 60% of retail jobs would be automated within the next 20 years. While this estimate is not...

A veritable feast: How advertisers need to make the most of extra Black Friday opportunities

Black Friday is right around the corner, with adverts everywhere reminding shoppers to grab a great deal on everything from gym wear to vacuum cleaners. As one of retail’s biggest spending milestones, it provides a significant opportunity for advertisers to engage with shoppers when they’re in the mood to splash some cash.

So, what can advertisers do to make the most of the “retail festival” that Black Friday has become?

By Mike Klinkhammer, 26 November 2019, 0 comments. Categories: Advertising, Commerce, Customer Experience, Data-driven marketing, E-Commerce.

Why brands need to think small when personalising customer experience

Despite their best intentions, knowing how to use all the insights about customers available to them to build a better understanding of what they interact with and are interested in is a crucial step brands often miss — resulting all too often in a poor user experience filled with misinformed content.

By analysing data like their ‘add to cart’ rate, page views, product views, or...

By Lisa Kalscheur, 22 November 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, Personalised Marketing.

Safeguarding brand value: Why brands should take a data-first approach to audience integrity

2019 has been another important year for influencer marketing, as more and more brands wake up to the advantages of using influencer marketing to connect with their customers and drive business.

According to a recent study, the spend on influencer marketing is expected to reach $15 billion by 2022. The combination of an increasingly sophisticated consumer pool, massive upsurge in social media consumption and the rise in ad blockers that has made traditional advertising progressively difficult. Step forward...

It’s crunch time for cookie bashers: Why we need cookies to protect the open Internet

Cookies came onto the scene in the mid 90s, and, like most millennials, they’re a little misunderstood. But this time, it’s got nothing to do with avocado toast.

For many of us, the word ‘cookie’ has become a bit of a byword for peskiness – associated with annoying ads and relentless targeting, not to mention clumsy permission-based puns (guilty as charged.) This...

By Joel Livesey, 19 November 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing, Publishing.

NetBase: On using social listening and influencer marketing to ‘get more with less’ for campaigns

When the concept of social listening platforms first came about, it was that rarest of things in martech: a ‘solution’ which actually solved people’s problems. As data created on the social web reached ever-increasing levels, this made sense – but what’s more, being able to take this data and create insights from it was the real jam in the sandwich.