Is there a future for marketing? The change will come quicker than we think

There is no future for marketing.

AI, VR, VRS, holography, real-time marketing, branded apps, brand-based gaming, interactives, drones (UAVs), wearables, personalisation, targeted video content, autonomous technologies, expanded and manufactured social media networks, marketing technologies and data scientists. All will be (are and have been) slowly deconstructing, destroying what we today call marketing.

In its place will be a hybrid, a fusion, and a convergence of life experience, narrative, storytelling,...

What do marketers think about blockchain?

Even a cursory dip of the toe into hype surrounding blockchain will make you aware that people are predicting that the technology will revolutionise everything from international shipping to medical insurance.

In fact, the sheer frenzied hype that has built up around the distributed ledger technology can lead often confuse people as to what the technology actually does.

Blockchains, or distributed ledger technology, are distributed databases that are autonomously managed through peer-to-peer networks. Once...

By Colm Hebblethwaite, 04 July 2017, 0 comments. Categories: Data-driven marketing.

Future-proofing your digital estate: the case for digital enterprise hubs

The evolution of digital has led organisations on a journey which has revolutionised how they engage with customers, transformed business models and opened up new revenue streams.

From content management systems to ecommerce capabilities, mobile applications and, more recently, the Internet of Things (IoT), AI and VR, the digital landscape seems to be in constant motion.

However, many organisations are still often lagging behind. Many are still not using data in real-time, or sharing data across departments....

By Martin Paton, 03 July 2017, 0 comments. Categories: Big Data, Data-driven marketing.

The bots are coming: examples from food, automotive, cosmetics and fashion

For all the ongoing discussion about AI stealing our jobs – it’s already very much here.

In particular, AI is prevalent on the computers in our pockets, our phones. 72% of US smartphone users now use 6 apps daily - and AI has well and truly infiltrated them – with voice assistant and chatbot technology being seamlessly overlaid onto our most used apps.

It’s now paying our car tax and booking our plane tickets. A child born today is essentially AI-native, interacting with Amazon Alexa...

By Ray Fowler, 26 June 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Why webinars are a key martech channel for sales enablement

As early as the 1990s, Microsoft and other tech companies were offering primitive web conferencing and webinar software options – but this soon ballooned into an industry in its own right.

Webinars and virtual meetings used to be a quick and easy way of connecting with geographically dispersed teams, delivering integrated internal communications, and providing training no matter the location. But their use in sales and marketing now means they are a powerful tool for business growth, and can be a key...

By Dan Purvis, 20 June 2017, 0 comments. Categories: Content Marketing, Data-driven marketing, Email marketing.

Consumer reviews - the powerful weapon driving customer acquisition

For consumers, trust matters.

There have been countless surveys that support the notion that online reviews are the number one most trusted source for accurate product information. Whether consumers are looking for bike or a restaurant to eat in, the opinions of other consumers are often the first port of call.  

Love them or hate them, consumer reviews are here to stay and how you manage your reviews strategy can have a significant impact on your brand reputation, customer advocacy and revenue.

In an...

By Jon Buss, 12 June 2017, 0 comments. Categories: Data-driven marketing, Search Marketing.

The challenges of marketing via voice recognition technology

Digital marketing strategy is transitioning away from a ‘type-only’ search model, fuelled by the proliferation of voice-enabled digital assistants such as Amazon’s Echo, Google Home, Apple’s Siri and Microsoft’s Cortana.  Digital marketers have been responding to the trend by focusing their efforts in areas such as optimising brand visibility in Google snippets to respond to the rise in voice-search question asking.  Brands are now being offered even...

By Huw Morris, 06 June 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Search Marketing.

Online fashion: Three big issues only AI-enabled retailers can overcome

Fashion retailers are using AI to augment human input in merchandising, and deliver a step change in online sales performance.

A recent IMRG report - Fixing Fashion - included some facts and figures that will be all too familiar to a lot of people working in online fashion retail.  

Customer loyalty is on the decline, abandonment rates are up and conversion rates are falling fast - by 28% since 2010.

Much of this is self-inflicted.  

Not every fashion retailer is suffering - just those that cling to an outdated...

Four ways user data can inspire Google-relevant redesigns

It’s not just SEO hype — search is becoming more data-driven, and metrics like goal conversions and user engagement are more important than ever.

All signs point to a shift in how we use search engines to navigate the internet. Google’s Knowledge Graph, Knowledge Vault, and Accelerated Mobile Pages projects, for example, are clearly designed to provide snippets of data to mobile users. This is...

Three deadly marketing automation mistakes – and what to do about them

Marketing automation is a relatively new concept which can work magic for businesses of all backgrounds. However, of the companies who invest, many fail to maximize their return from that investment, or even utilize marketing automation technology to its full capacity. The truth is many of the ineffective strategies boil down to several common mistakes.

In this post, we will discuss some of the most frequently-committed blunders and how to fix them. Let’s dive in.

Not segmenting email lists

This is one of the most...

By Pratik Dholakiya, 01 June 2017, 0 comments. Categories: Automation, Data-driven marketing, Email marketing.