How Pizza Hut is trying to reach the younger generation in a crowded marketplace

(c)iStock/yipengge

‘Digital natives’ or millennials, have a unique set of behaviours and expectations when it comes to all their interactions with brands – casual dining restaurants included. Brands have responded accordingly, with a wealth of content and digital experiences vying for millennial’s limited attention.

This is something we were very aware of at Pizza Hut Restaurants when we set about developing a new look for our brand, both physically and digitally.

Pizza Hut Restaurants...

By Victoria Simpson-Clarke, 04 November 2016, 0 comments. Categories: Personalised Marketing.

How Generation C is turning marketing upside down

Picture credit: Lobster

Cast your mind way back into the past, when segmentation was easy. A time when marketers would safely assume a whole array of collective traits based on something as a simple as an age group. Baby boomers valued individual choice, Generation X were results-driven and Generation Y craved changed.

Compare that with today, where consumer data is seemingly everywhere. We know where our customers are, what they’re eating, what they buy and who they know. And perhaps most importantly,...

By Andy Shield, 27 October 2016, 0 comments. Categories: Advertising, Content Marketing, Personalised Marketing.

IBM Watson being used for native advertising

IBM's AI software Watson is now being used to create better semantic targeting for native advertising with ADYOULIKE. 

The tech scans publisher pages of ADYOULIKE's global network of premium publishers, analyising them contextually for topics, sentiment and semantics instead of just looking for keywords.

This means the platform can deliver native content in-feed in a more relevant and targeted way, by looking at where, why and how the existing editorial content on each site is ‘talking about’...

By Rachael Power, 26 October 2016, 0 comments. Categories: Automation, Personalised Marketing.

Marketing tech and the evolution of hybrid roles

The Gartner 2016 CMO Spend Survey indicated that an estimated 33% of marketing budgets go on technology and the evolution of hybrid roles like the chief marketing technology officer reflects the importance of how marketing has to work so closely with technology — and the substantial influence the two have on each other.

Equally, the role of creativity in marketing engenders new products, services, channels to market and experiences. So how do marketers ensure that creativity and technology are working...

By Lisa Telford, 21 October 2016, 0 comments. Categories: Personalised Marketing.

Will sponsored content disclosures hinder influencer marketing?

(c)iStock.com/kieferpix

The social media space is gradually changing to incorporate new platforms and new opportunities for brands looking to engage followers.

As this space grows, we’ve seen the use of sponsored content and influencer marketing become an increasingly common tool used by brands who want to seamlessly fit their products into the flow of social posts.

But recent threats by the Federal Trade Commission (FTC) regarding stricter enforcement of influencer disclosure on posts for which...

By Sarah Ware, 11 October 2016, 0 comments. Categories: Personalised Marketing.

‘Zig’ when they ‘zag’: Lessons from the human side of marketing

(c)Barclaycard

A few months ago, our marketing team embarked on a campaign that diverged from your typical B2B marketing activity: instead of writing copy extolling our technical specs and shooting shiny photos of products in action, we decided to hero our people.

As a result, we asked three colleagues to lend their faces and stories, forming the key cornerstone to our campaign.

This unorthodox approach was the crux of ‘

By Alex Naylor, 21 September 2016, 0 comments. Categories: Personalised Marketing.

Why over-personalisation could stunt customer relationships

(c)iStock.com/maurusone

As our digital lives become increasingly personalised is there a chance that it could all become a bit predictable and, well, dull?

Will it come to the point where marketers are effectively shooting themselves in the foot by over-personalising campaign messages?

While marketers are increasingly aware of data’s role in creating content that truly resonates with individual consumers, if marketers are continuously using the same material based on the same insights to up-sell...

By Conor Shaw, 16 September 2016, 0 comments. Categories: Personalised Marketing.

Personalised marketing helping to drive web traffic, Adobe survey says

By now, marketers shouldn't need convincing that personalisation is the way forward - but a new study by Adobe has given even more reason to delve into tailored marketing. 

According to a new study by Adobe Digital Insights, here's a correlation between website traffic growth and forms of personalised marketing. 

The study says that European websites with rising traffic are enjoying 2.6 times more web traffic from tactics like social advertising, and 1.2 times more from paid search than sites with...

By Rachael Power, 14 September 2016, 0 comments. Categories: Personalised Marketing.

Marketing technology: Are we talking your language?

(c)iStock.com/Warchi

As marketers, we’re used to tailoring communications to end users. I’d suggest we’re a little less good at applying the same skills to talking to our clients.

Instead, we tend to talk to every level of every potential client organisation as though they are marketing technology experts.

It’s one thing for a marketing technology company to change its tone depending on the type of business it is speaking to, i.e. the vertical sector in which they reside.

But we must...

By Sam Allen, 12 September 2016, 0 comments. Categories: Personalised Marketing.