Is current digital ad research adequate?

Only 5% of media and marketing professionals currently believe that the commercial research studies on digital advertising are of good enough quality.

The data, from a survey of 220 industry professionals carried out by Inskin Media, found that 57% thought that the commercial needs of the company owning the research is the biggest obstacle to the production of useful content.

23% reported that most of the time they disregard commercial research projects, with 19% considering the majority of them to be...

By Colm Hebblethwaite, 22 January 2018, 0 comments. Categories: Data-driven marketing.

Media intelligence: understanding the true meaning of press coverage and social sentiment

Today, organizations have more data at their fingertips than ever before and it’s influencing how they conduct business across the board. From identifying new product opportunities to potential new customers, data is becoming increasingly essential in both business and marketing efforts.

However, this rapid influx of information can be a double-edged sword making it essential to identify and analyze the right type of information. Communicators are now faced with the complex challenge of not only...

The top strategies for digital marketing success in 2018

Charming today’s entitled consumers will be the key challenge for marketers next year.

To make inroads, they need to create truly tailor-made experiences and mobile-first engagement and leverage the value of owned channels.  

Mega Trend - Artificial Intelligence

2018 will see artificial intelligence (AI) advance from cutting edge technology to status quo. Built into audience engagement platforms, AI will bring new levels of relevance into automatically delivered content, help marketers to recognise...

2018: Chatbots will unlock new era for marketers with unseen data potential

A new untapped marketing channel, effective content distribution, always online and personalisation at scale. These are the four primary benefits people often speak of when promoting chatbots. While I agree wholeheartedly, I do think one of the most significant benefits often remains overlooked.

Unparalleled business intelligence and data.

With a chatbot, brands have more information than ever at their fingertips. In fact, they have so much data it will quickly become overwhelming if they do not know what to...

By Dean Withey, 19 December 2017, 0 comments. Categories: Automation, Data-driven marketing.

Marketing Agility: making the buzzword a reality

Marketing agility has become a buzzword in the industry; the ability to adapt quickly in response to customer behaviour, market conditions or a change of business direction.

Achieving this requires organisations to fundamentally change the way that they work, challenging traditional campaign cycles and processes that felt comfortable and adopting new ones that, quite frankly, will, at first, feel wrong.

Experience is now the product

The evolution is being driven by competition - no sector is free from...

By Miro Walker, 18 December 2017, 0 comments. Categories: Advertising Technology, Best Practice, Data-driven marketing.

Reordering the data treasure trove: how to be GDPR ready

For marketers, Gartner’s prediction that 8.4 billion connected things will be in use this year means two things. Firstly, they will have access to a treasure trove of data. Secondly, the omni-channel nature of this data means it’s likely information will be held across multiple isolated platforms, making it hard to find true insight gems.

And with the May 2018 GDPR deadline fast approaching, making such huge volumes of fragmented data manageable — and...

By Lindsay McEwan, 13 December 2017, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing.

Human to human: The end of B2B/C marketing

When I first began my career, I’d hear people say things like “business is business,” which they would use as an excuse for treating people badly. Today, more people are realizing that business is actually just people, which completely shifts the paradigm. Your approach should shift with it.

Marketing has traditionally been segmented into two categories -- business to business and business to consumer – also known as B2B and B2C.

Even these names imply an impersonal, transactional...

By Scott Axcell, 04 December 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

The age of SaaS: How sales is adopting marketing techniques

As businesses evolved from the mass-producing factories of the Industrial Age to the global, consumer-savvy forces they are today, so too have the techniques they’ve used to promote their products and services.

During the early half of the 20th century, companies believed it was necessary to show customers what they need but didn’t yet own - introducing us to the traveling encyclopedia sales rep cliche we’re all familiar with today.

But, as time continued and technology improved, consumers...

By Chris Rothstein, 30 November 2017, 0 comments. Categories: Data-driven marketing.

New tool uses facial recognition to suggest customers products based on their reactions

Choosing a holiday can be difficult, there is literally a world of choices to pick from. What if technology could help you pick?

We are not talking about AI that suggests you options based on popular destinations for people your age, or based on previous holidays. A new tool being introduced by online travel company ebookers.com uses facial recognition and multisensory displays to suggest travel destination based on user reactions to being shown different options.

The SenseSational online tool works by...

By Colm Hebblethwaite, 29 November 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Going beyond your customers’ expectations

It doesn’t matter whether you’re doing your weekly food shop, paying a utility bill or booking a holiday, you expect a convenient, simple and pleasant service.

Thanks, in part, to the infiltration of technology across all aspects of our lives, consumers have a better understanding about the art of the possible. Or at least they have an expectation that anything should be possible, as long as it suits their needs and preferences.

Consumers are desperate for brands to deliver what they want, in the...

By Steve Tan, 21 November 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.