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Global travel search company Skyscanner is hoping to acquire new users through the use of beacon technology in a partnership with Proxama.

It’s launched a multi-channel Nearby and Physical Web consumer engagement campaign with the proximity marketing company, in partnership with Airport Media, Primesight and others.

According to Elise Hilditch, Skyscanner’s marketing manager, Skyscanner chose beacon tech as a way to acquire new customers as it seemed like a good way to...

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Retail brands are quickly catching on as to how to make the shopping experience individually tailored and therefore more personal for each shopper.

Not only are bricks and mortar stores having to fight back against the rise of the online stores, but shoppers are becoming more discerning about how they shop. They call it is rise of the omni-shopper, a brand new kind of confident consumer who uses technology to educate themselves ahead of the purchasing choices they make.

The...

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Marketers have access to more information about their customers than ever before, but generating usable insights from those mountains of data and launching campaigns quickly remains a major challenge.

Why? Many organisations still struggle to bridge the gap between their customer insights - audience data, market research and intelligence -- and marketing execution, which is look-alike modelling, targeting and advertising.

Audience data often becomes muddied as it’s passed...

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Brands have been chasing the coveted millennial market for years. As true digital natives, millennials’ comfort and fluency in the online world has set them apart.

With an insatiable appetite for digital media, they are the force behind the content revolution taking place in the digital sphere.

Brands have reacted by throwing themselves into digital content production, working to craft content that resonates with millennials.

As a result, 2015 was a record year for content...

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With consumer personalisation becoming even more advanced, it's worth stopping to ask whether your efforts are really adding value to the customer - or, whether they're simply just creepy.

New research from personalisation specialists RichRelevance claims to know exactly what the right level of personalisation is, however, without being overly invasive. Its new Cool or Creepy? report summarises the thoughts of over 2,000 customers in the UK and US when it comes to instore...

We’re all used to the idea of catching up with the latest in our Whatsapp group chat, but what about sending brand messages through the app?

It’s not as strange an idea as it may seem, according to new research from global trade body Mobile Ecosystem Forum (MEF) and Mblox. 

The report says that 76% of customers have received an SMS message from banks, healthcare and retail brands and a further 65% have engaged with companies via chat apps.

There is a clear...

With the ever-growing use of smartphones, brands would be foolish to overlook the role of SMS in a modern marketing strategy. But this form of marketing tech must form part of a holistic eCRM programme for its value to be truly realised.

The figures are changing all the time, with one staggering statistic being unveiled after another. But whichever headline you hone in on, there can be no disputing the importance of smartphones.

It is predicted that by 2017, for example, 4.77 billion people will have a mobile...

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With 250 million wearables predicted to be in use by 2018, the opportunities for marketers to look into push contextualised content via this medium has never been better.

The wearable tech market is maturing. New, more advanced devices are becoming available to consumers - including Apple’s upgraded

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Whether we like it or not modern marketing is remarkably different to what it was like even five years ago. The last three years have seen seismic shifts in how the industry operates and some of us just haven’t been prepared for it and others haven’t welcomed it.

This change has been most apparent at the annual Cannes Lions International Festival of Creativity. For those unaware of the Festival – firstly you need to ask yourself how you...

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Kantar WorldPanel recently released research looking at the lives of UK millennials. Besides revealing everything from their favourite movies to their levels of alcohol consumption, the findings featured some interesting gems for marketers around the distinctions between online and offline browsing and purchasing habits.

For example, 25% of millennials often use their smartphone while in-store to check online prices and...