CMOs lacking confidence in their abilities but they deserve a boardroom seat, report argues

You’ve heard of the concept of ‘impostor syndrome’ – but does that feeling still pervade when you get to the highest echelons of your profession?

According to a new study from Deloitte, CMOs periodically suffer from a crisis of confidence – although the good news is that the C-suite has plenty of faith in their abilities.

The report, which surveyed 575 C-suite...

By James Bourne, 19 September 2019, 0 comments. Categories: Attribution, Best Practice, Customer Experience.

SocialPubli: On the importance of micro-influencers and getting influencer marketing into a wider campaign

What do you think of when you hear the term ‘influencer’, or ‘influencer marketing’? The chances are that it’s someone who is either famous for being famous, or a bona fide famous person making a killing from some soulless shilling. Either way, you may wonder: just how are they getting the ROI from this?

At DMWF Global in London back in May, accounting software provider Sage made an interesting point. Could you...

By James Bourne, 18 September 2019, 0 comments. Categories: Advertising, Campaigns, Influencer Marketing, Social Media Marketing.

Brands and influencers still at loggerheads over campaign control – but progress is being made

How much influence should an influencer have over the material they push? A new study from Takumi has found that half of marketers polled want complete control over influencers’ marketing posts.

The report (pdf, email required), which polled a mix of more than 4,000 consumers, marketers and influencers across the UK, US and Germany, found...

By James Bourne, 18 September 2019, 0 comments. Categories: Branding, Content Marketing, Influencer Marketing, Social Media Marketing.

Artificial intelligence can bring marketing and sales closer together – and improve the buyer experience

B2B buyers’ purchasing criteria are changing and their expectations are now higher than ever before. As the B2B sales cycle gets longer and more complex, sales and marketing need to be more strategic in how they approach, persuade and nurture their prospects and customers. Whilst having a great product at the right price point is certainly important, it doesn’t guarantee success and today’s buyers are looking for more than just a one-stop-shop sales pitch.

By Jim Preston, 17 September 2019, 0 comments. Categories: Advertising, Advertising Technology, Automation, Data-driven marketing.

The cookies crumble: Is enhanced digital privacy the end of programmatic as we know it?

The ad tech industry has faced a flood of challenges — with the GDPR driving stricter data regulation, brand safety concerns sparking the ‘adpocalypse’, and Apple’s Safari ITP limiting cookie use. Add Google’s updated Chrome privacy features to the mix, and many are left wondering:...

By Jeff Meglio, 13 September 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Customer Experience, Programmatic.

Does real-time marketing need to take an alternative route?

My role at Waze has seen me speak to hundreds of brands and agencies about how to reach drivers when they’re on the move. Increasingly, questions have centred around data and how targeted advertisers can be in reaching drivers.

As the sheer number of ads we experience on many of the services we use every day has increased - often at the detriment of the user experience - the mobile advertising industry has also had to consider the ethical implications of using...

We are in a tech distraction epidemic: Leadership, teamwork and coaching will help fix it

For anyone struggling with workplace distraction; believe me, I’ve been there. For anyone who doesn’t think they are struggling with workplace distraction; believe me, you are.

As a digital anthropologist in Silicon Valley, I have studied this topic for years and should have known better, but a few years ago I was so mired in distraction that I missed deadlines and couldn’t finish an important book proposal. Concentrating for...

By Brian Solis, 11 September 2019, 0 comments. Categories: Attribution, Data-driven marketing, Social Media Marketing.

Social media users say they can spot fake news – but is their confidence misplaced?

Are you confident when it comes to spotting fake news? According to a new study, almost everyone is – and this confidence means they have no problems in changing their social media activity as the 2020 elections loom.

Data from B2B marketing and research firm Clutch has found that 97% of the more than 500 US-based social media users polled said they were confident in their ability to recognise fake news on social media.

By James Bourne, 09 September 2019, 0 comments. Categories: Attribution, Content Marketing, Social Media Marketing.

How Talkwalker is aiming to take social listening to the next level

The marketing landscape today is one where data gathering and customer experience continues to increase at an exponential rate. Brands don’t want the fear of missing out on a good customer review, or a positive mention, or even genuine advice on how to improve their offerings.

In the social Wild West however, finding the golden four-leaf clover amid the field of ill-use and irrelevance is...

By James Bourne, 05 September 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Social Media Marketing.

Deepfakes and distortions, scare tactics and suppression: NYU report examines social and the 2020 US elections

A new report from the NYU Stern Center for Business and Human Rights has explored the various forms of disinformation which could predicate the 2020 US presidential election – and how social media companies need to react to it.

Allegations around interference from Russia in the 2016 elections continue to be prevalent. As the Mueller report put it – and as reported by CNN – Russian hackers compromised local election systems...

By James Bourne, 04 September 2019, 0 comments. Categories: Attribution, Content Marketing, Influencer Marketing, Social Media Marketing.

Back to life: It’s the ‘new’ New Year – and a huge opportunity digital marketers overlook

For decades, marketers have made a moment of “back to school”, setting their sights on mothers and, in more recent years, fathers.  But according to new data from Pinterest, limiting marketing to families with kids focused on back-to-school is a miss for advertisers.

On Pinterest, we see a renewed enthusiasm from people of all ages for organisation, health, positivity,...

The BBC’s Beeb shows why AI voice assistants are not yet ready for enterprise prime time

Opinion Last week, the BBC announced that it has begun work on a voice-enabled virtual assistant scheduled for 2020. Codenamed Beeb, the new virtual assistant is being seen as an alternative to Amazon’s Alexa and Google Home, with a focus on helping users find content on the British broadcaster’s services and...

How to define your social media strategy – in six simple steps

Social media is an immensely powerful tool that, when used correctly, can increase brand awareness and perception, grow a loyal customer base and demonstrate an ‘always on’ customer service.

However, in order to have an established, consistent and successful presence online, there must firstly be a strong strategy in place. Otherwise organisations are missing out on a huge opportunity, and the competition is likely to take full advantage.

But what should marketing managers, and their teams, be...

By Andy McCaul, 29 August 2019, 0 comments. Categories: Advertising Technology, Customer Experience, Social Media Marketing.

The new marketing jobs which will emerge in the next decade - from creative to data

Once upon a time, the world of the marketer was very simple: acquire people’s attention and then shout the loudest. This approach worked well with fewer channels and longer attention spans. Today, however, we are assailed with literally hundreds if not thousands of messages every day, with algorithms that predict exactly what to serve our audiences and when.

The business of marketing is now fiendishly complex to master. One wrong step and brands that have taken years to build can suffer catastrophic...

By Euan Davis, 29 August 2019, 0 comments. Categories: Automation, Best Practice, Data-driven marketing, Data Science.

Solving the CRM headache with AI: Finding the missing pieces of the data puzzle

CRM has the potential to be an extremely useful tool for sales teams. It has transformed the way businesses store their data, interact with customers and prospects, and forecast growth. However, it has also presented sales reps with the headache of manually collecting all the data.

This is a mundane and often neglected task that has resulted in organisations having incomplete and broken data in their CRM systems and a massive...

By Oleg Rogynskyy, 28 August 2019, 0 comments. Categories: Automation, CRM, Data-driven marketing.

Case study: How omnichannel communication could bring benefits to social housing

“Many people living in England’s four million social homes feel ignored and stigmatised, too often treated with a lack of respect by landlords who appear remote, unaccountable and uninterested in meeting their needs.”

This is the damning verdict of the UK government’s social housing Green Paper, “A New Deal for Social Housing”, which sets out the government’s aim to rebalance the relationship...

By Martin Taylor, 28 August 2019, 0 comments. Categories: Attribution, Automation, Case Studies.

Why continuous testing holds the key to effective omnichannel marketing

Innovation isn’t just what keeps marketing interesting; it’s an essential part of the job. The constant stream of channels, tools and technologies makes for an ever-changing landscape, and an expanding list of priorities. No wonder CMOs currently devote 16% of their budgets to innovation and 9% feel it’s crucial to deliver...

By Sandra Loeffler, 27 August 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

VRJAM and Agora partnership aims to provide sleek - and sustainable - VR event experience

The events industry in the UK is worth somewhere in the £40 billion area today. 2014 figures from BVEP put it just below that figure, while an AV Technology piece from last year spiked it at £42.3bn. 

This includes everything from the events themselves to travel costs - many readers will understand the 'on the road' mentality that comes with frequent executive...

By James Bourne, 26 August 2019, 0 comments. Categories: Customer Experience, Mobile Marketing, Video & Audio Marketing, Wearables.