Businesses must stay ahead of EC Data Protection Reforms, warns IAB

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It may have been a rather long-winded process but the European Commission‘s Data Protection Reforms could move forward dramatically this year and businesses must begin to prepare for the changes they will bring, according to the Internet Advertising Bureau UK (IAB).

The EC originally put forward proposals in January 2012 to harmonise the existing patchwork of different data protection rules across the continent, and replace what is now a rather outdated UK Data...

General Motors extends agile marketing to the connected car

US-headquartered General Motors has announced a new product called AtYourService, through its OnStar subsidiary, that lets retailers and merchants target drivers with contextual marketing and promotions.

It was only a matter of time before car manufacturers made it possible for advertisers to target drivers with marketing and General Motors has been the one to blink first.

General Motors has already partnered with several third-party companies including performance marketing publisher RetailMeNot for coupons...

Eight reasons why 2015 will be a huge year for mobile marketers

The average person checks their mobile as much as 221 times a day and spends roughly three hours and 16 minutes enjoying mobile content each day. With statistics like this it is clear that consumers are desperate for mobile content and this is a trend that is likely to continue to grow into the new year and beyond.

Mobile’s popularity among consumers and brands continues to rise rapidly. However, despite this increase in interest, so many brands are yet to fully capitalise on the evolving relationship....

Taming big data to make it work harder

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“We have to appeal on a personal level.” We hear this with increasing frequency from today’s modern marketer, who is placing customer centricity and personalisation at the heart of their programmes in a time-poor, competition-heavy, digital environment.

In response to these demands, marketing software developers have handed marketers the keys, creating tools and solutions that generate a wealth of data waiting to be tapped into. But how do you know which piece of the data puzzle is the...

By Simon Robinson, 23 December 2014, 0 comments. Categories: Big Data, Data-driven marketing, Data Science, Personalised Marketing.

Where does social commerce go after 2014?

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2014 felt like the movie Groundhog Day. Wake up to the sounds of the song, I Got You Babe (or, in this case, Pharrell’s just-as-incessant ‘Happy’), then open your news provider of choice to read about yet another social network launching a ‘Buy’ button.

Pinterest in January, Facebook in July, Twitter in September - frankly, it was a surprise not to see WhatsApp reinvented as a social assistant that reads your texts, hacks your bank details, then buys...

Google gives Adwords an omni-channel injection

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Search company Google has announced that it will soon be rolling out AdWords improvements to better measure in-store visits in the Estimated Total Conversions (ETC) tool.

In an effort to assist marketers with targeting the increasingly complex paths to purchase that consumers take, Google is letting advertisers link AdWords with My Business to get more insights on search campaigns.

When announcing the new AdWords feature on its blog, Google explained how brick and mortar still had a...

Six personalised marketing predictions for 2015

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2014 has been a huge year for marketing technology, with offline promotional targeting in retail innovating faster than online.

We are seeing a shift in consumer behaviour – the fear of data sharing is diminishing as the awareness of its benefits increase. Our research found that more than half of Britons (58%) say they are not concerned about the amount of data they share with brands, and fewer than a quarter (23%) of 18-24 year olds believing data sharing will be viewed...

By John Fleming, 19 December 2014, 1 comment. Categories: Customer Experience, Mobile Marketing, Personalised Marketing.

What will be the big trends for data-driven marketing in 2015?

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In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel,...

Multi-device marketing’s reach moves to embrace wearable users

Advertisers can now tap into the growing market for wearable technology using FitAd, a recently launched wearable advertising platform for fitness and health-oriented brands and publishers.

Engagement on mobile health software is higher than almost all other categories of apps, making it a market ripe for advertisers. Nielsen’s own evidence points to 46 million users of apps averaging 16 uses each month for a period totalling one hour per engagement.

New...

IAB claims full viewability measurement is not possible

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Full viewability measurement of digital advertising is not yet possible according to the Interactive Advertising Bureau (IAB). The claim comes only a couple of weeks after analysis from Google’s tracking metric for viewable ads showed that more than half of all served ads are not measured viewable.

The IAB has published a new positioning paper that makes the claim called the State of Viewability Transaction in 2015, which aims to offer guidance to the digital media and...

By Liz Morrell, 17 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Personalised Marketing.