Adobe’s purchase of Marketo’s B2B martech ‘resets the playing field’

Adobe has confirmed that it will be acquiring the privately-held cloud marketing software group Marketo from Vista Equity Partners for $4.75bn (£3.6bn). The sale price is a near $3bn (£2.3bn) mark-up on Vista’s 2016 purchase price of $1.8bn (£1.4bn).

The announcement yesterday followed rumours of an impending deal last week as reported by Marketing Tech, and speculation around the impact the...

By Mark Jones, 21 September 2018, 0 comments. Categories: Advertising Technology, Automation, Customer Experience.

#DMWF Europe: Three observations from Digital Marketing World Forum

A former 19th century-commodity exchange standing bold, brick-red, but very much at home in the dead centre of Amsterdam, the Beurs van Berlage seemed a fitting home for #DMWF Europe (Digital Marketing World Forum) 2018.

It was a conference that held a pervasive frankness around industry shortcomings, a respect for tradition and legacy, and a crucial but measured awareness of how the digital world is evolving around us. If there was one lesson to be learned from #DMWF...

By Mark Jones, 20 September 2018, 0 comments. Categories: Advertising Technology, Content Marketing, Data-driven marketing.

One day, blockchain may guarantee transparency in advertising

Have you spotted Facebook’s apologetic ad campaign in recent weeks?

The tech giant finally decided that it had become embroiled in enough data scandals to merit saying sorry in a nationwide campaign. So great is the company’s desire for forgiveness, that it advertised on broadcast television for the very first time.

There is a lot to take away from all the recent data...

By Greg Isbister, 20 September 2018, 0 comments. Categories: Advertising, Advertising Technology.

#DMWF Europe: 10 tips from TomTom on thought leadership strategies

Think of TomTom and you’ll probably think navigation systems but, according to Nicoleta Anton, that sole association is hampering its lesser known work with autonomous vehicles and smart transportation. The company’s global content marketing specialist, Anton has turned to content marketing - more specifically, thought leadership - in order to promote TomTom’s growing authority with emerging technology.

Defined as “a type of content marketing where you tap into the talent, experience and...

By Mark Jones, 19 September 2018, 0 comments. Categories: Commerce, Content Marketing.

#DMWF Europe: Crimson Hexagon on the endless possibilities of social data for marketing

There’s a galactic amount of data being produced on social media, but the ability to categorise it into meaningful information is “near impossible” without Artificial Intelligence (AI). This is the challenge that Crimson Hexagon is taking on, and a brief demo of its abilities at #DMWF by senior sales executive Yugen Moodley shows the “deep insights” platform is doing a scarily good job.

Crimson uses a combination of Natural Language Processing, image recognition and sentiment...

By Mark Jones, 19 September 2018, 0 comments. Categories: Big Data, Data-driven marketing, Social Media Marketing.

With consumer trust at an all-time low - it's time for the digital industry to fight back

You don’t need statistics or sentiment analysis to tell you that the trust consumers have in digital advertising has reached a significant low. They can however put the scale of the issue into context. The lack of confidence in digital ads is well reflected in the rate at which ad blocking has grown over the last few years, so much so that eMarketer expects that a third of all...

By Damien Bennett, 19 September 2018, 0 comments. Categories: Advertising, Best Practice, Customer Experience.

#DMWF Europe: How are we really handling GDPR?

Like it or not, consumers are waking up to their right to privacy online. The implementation of GDPR (General Data Protection Regulation) was a catalyst compounded by the high-profile case of Facebook’s Cambridge Analytica scandal.

But four months into GDPR and marketers are still struggling with complex, often ambiguous, guidelines. At the same time, a new wave of uncertainty looms over markets outside of Europe, with the United States and Brazil beginning to weigh up similar measures.

It’s no surprise,...

By Mark Jones, 19 September 2018, 0 comments. Categories: Best Practice, Data-driven marketing.

Why AI alone cannot guarantee better user engagement

It may be one of the buzzwords of the moment, but artificial intelligence (AI) has been a fixture of digital marketing for over a decade now. 

It’s the technology that underpinned the programmatic advertising revolution, which allowed marketers to sit back and let complex algorithms target millions of people at scale based on cookies and demographic data.

By Carl White, 18 September 2018, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Why users aren’t downloading your app – and what you can do about it

Low download numbers are a problem for any app – it means that users either aren’t seeing the app, or they’re seeing it and not liking it. Fortunately, it’s not an insurmountable issue – there are many factors that could lead to low download numbers, and each of them can be addressed.

These are some of the biggest issues that can prevent users from downloading an app, as well as solutions to each...

By Dave Bell, 17 September 2018, 0 comments. Categories: Advertising, Branding, Customer Experience.

Adobe could be gearing up for a multi-billion dollar bid for Marketo

The multinational computer software company Adobe, which carved out its name with image-editing programme PhotoShop, is rumoured to be in talks to acquire Marketo, a privately-held cloud marketing software group.

If the murmurings come to fruition - which were originally reported by Reuters and are so far unconfirmed by each company - Marketo’s purchase price would likely be in the multi-billions. Vista Equity Partners paid $1.8bn for the company in 2016 and a new deal on the table is expected to be...

By Mark Jones, 14 September 2018, 0 comments. Categories: Advertising Technology, Automation, E-Commerce, Mergers and acquisitions.

Just how realistic a goal is augmented reality marketing?

Marketers are always looking for new and innovative practices to attract new customers and business. And in the tech world, there are few concepts more innovative than virtual and augmented reality. This blog will detail the differences between virtual reality and augmented reality, and how the latter can be used in marketing. We’ll then look at whether augmented reality is yet mature enough to be used on a broad scale by B2B marketers.

By Sam Gowing, 14 September 2018, 0 comments. Categories: E-Commerce, Gamification, Mobile Marketing, Wearables.

Privacy-browser Brave launches GDPR ad tech ‘test case’ against Google

Brave, a privacy-focused web browser built by a Mozilla co-founder and the creator of JavaScript, Brendan Eich, has filed privacy complaints against Google in what could become a GDPR (General Data Protection Regulation) “test case” against ad tech data use.

According to a report by Reuters, Brave - which blocks ads by default in place of its own - has filed privacy...

By Mark Jones, 13 September 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Personalised Marketing.

How luxury retailers are delivering personalisation at scale

Luxury retailers invest heavily in creating a premium in-store experience, and for a long time, this has played a major role in their success and growth. However, as more and more consumers demand the convenience of online shopping there is a clear shift towards digital.

In luxury, we have observed that 25% of sales come from online with the rest in-store. In fact, McKinsey expects online luxury sales to triple by 2025, with...

By Simon Dean, 13 September 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, M-Commerce.

Deloitte buys Magnetic Media’s AI platform, bolstering martech offering

Multinational professional services firm Deloitte is buying Magnetic Media’s artificial intelligence (AI) platform in a bid to secure a firm grasp on the advertising and marketing technology space. The acquisition of the New-York based martech service signals the “strategic importance” of investing in AI, machine learning and audience data analytics, according to Deloitte.

Wrapping the service into its Digital Experiences Services Platform, the deal will offer Deloitte clients more detailed...

Five approaches for integrating promotions with live chat

Instant and text messaging has been around for a while now, and so people are used to sending messages to each other and to the organisations with whom they have a relationship.

An increasing number of people are therefore comfortable with communicating via live chat: a web service that enables customers to chat with sales representatives, technical support engineers or customer service agents via a...

By Graham Jarvis, 11 September 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce.

The top trends shaping CRM in 2018

The concept of CRM has shifted over the years from a Rolodex of business cards to a digital sales contact management system to its current incarnation as a fully-realised sales and marketing enablement solution. But as markets grow and fragment, and consumer behaviours and technologies evolve at a rapid pace, CRM must keep up with those changes in order to remain valuable to sales-driven organisations.

So what will CRM look...

By Dimitri Akhrin, 11 September 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

How to maintain control in the speed of ‘now’ – and turn social to your advantage

A brand’s success stands or falls on its public perception. There is a direct correlation between the trust that customers and the general public have in a brand and its overall profits. Social media has revolutionised not only the way that brands engage with customers and the public at large, but also the way that they operate and succeed... or fail.

In the UK alone there are currently

By Jonathan Barrett, 10 September 2018, 0 comments. Categories: Branding, Customer Experience, Social Media Marketing.

Will the SaaS revolution stifle digital marketing innovation?

It’s a common perception that software as a service (SaaS) now drives digital industry innovation.

Companies like Salesforce, MailChimp, Kenshoo, Marin and Impact ushered in SaaS revolutions in their respective industries by introducing new technology and pricing models. But some people question, will SaaS really be good for digital innovation over the next decade?

The growth and popularity of SaaS...

By Anthony Clements, 07 September 2018, 0 comments. Categories: CRM, Data-driven marketing, Marketing Cloud.