Adobe has announced a suite of updates to its cloud marketing stack, including attribution improvements and the ability to hyper-personalise ads for marketers in the travel sector.

The software company launched Attribution IQ at Cannes Lions earlier this week, an update to its Analytics Cloud that will offer marketers a 10 different models for measuring the effect of their marketing campaigns.

In a blog post, Adobe Analytics’ senior...

Personalisation in the advertising industry probably began 60 years ago when Lester Wunderman first invented the idea of direct mail and the concept of targeting messaging to individual consumers.

It took the rest of the industry a few years to catch up but catch up it did and so began half century of mailboxes piled high with “personal offers” addressed to you, or similar(ish) to you, or someone who lived in your house three moves ago.

While it was understood that the more personalised the...

The best retailers will embrace new digital tools that make it easier to personalise every encounter from that first moment of inspiration to finally taking action. In spite of this, it’s surprising to see that almost two-thirds (62%) of UK marketers say they do not incorporate personalisation into their campaigns, according to a recent State of Digital Commerce report from Episerver.  

Whether you work for an eCommerce brand, mass retailer, or the next great direct-to-consumer business, we can all...

Following integration between their CRM and analytics products late last year, Salesforce and Google have announced that they will now share data between Salesforce Marketing Cloud and Google Analytics 360.

The tie-in between the two cloud-based products, which is already in trial with brands including Ticketmaster, would allow Salesforce customers to access insights from both platforms to build highly-personalised and reactive campaigns based on cross-channel insights.

Speaking to TechCrunch,...

New York-based native ad firm Outbrain has acquired AdNgin, a UI (user interface) optimisation specialist built to enhance the reader experience.

The buyout - made for an undisclosed fee - marks the sixth for Outbrain since its founding in 2006, including the more recent purchases of content discovery platforms Zemanta and Revee as part of the company’s aggressive growth efforts and continued leadership in the native advertising sector. 

According to the announcement, Outbrain was attracted to...

As consumers, do we look to the experience or do we look to the result when dealing with brands?

An enjoyable interaction with a brand counts for nothing if we don’t end up with what we want, no matter how charming the sales person was. However, the same can be said if we end up with the thing we want but only after a charmless, cold and unenjoyable experience to get to that point.

Being able to balance the two has always been the ultimate goal of most brands, especially within key consumer led...

With three hours a day on average worldwide spent in apps, it’s no wonder that our smartphones have become intrinsic to our everyday lives. With the multitude of apps available, our smartphones are overwhelmingly personal – glancing at a few pages of someone’s chosen apps provides a uniquely intimate snapshot into their daily life and personal interests. From mobile banking and retail shopping apps, to Google docs, social messaging and publisher apps, our smartphone is the primary platform...

While there is no doubt that improving customer service quite rightly lies at the top of the page of every business mandate, stopping the problem in the first place – prevention rather than cure – surely must have a place on the list; and investment in that option must be considered as a nearer term strategy?

Understanding the changing landscape of our customers and being able to adapt to their needs requires a different approach to more traditional sales interactions – and means creating...

There’s little doubt that influencer marketing is now a bona fide part of the marketing mix. A recent study by Affilinet found that UK consumers aged between 18 - 30 were five times more likely to purchase something promoted or reviewed by an influencer or a brand ambassador. It is the ability to bring authenticity to sponsored posts which has seen brands generate success from their influencer marketing...

A recent article on Forbes.com revealed that B2B customers progress more than 70% of the way through the decision-making process before engaging a sales representative. For many organisations, this will have made for a frightening read. And the immediate, almost knee-jerk reaction, will have been to panic about how to ‘seal the deal’ in the final 30% of the time they’ll dedicate to their pre-purchase assessment.

But the trick here isn’t to rush into offering crazy discounts or...