It’s crunch time for cookie bashers: Why we need cookies to protect the open Internet

Cookies came onto the scene in the mid 90s, and, like most millennials, they’re a little misunderstood. But this time, it’s got nothing to do with avocado toast.

For many of us, the word ‘cookie’ has become a bit of a byword for peskiness – associated with annoying ads and relentless targeting, not to mention clumsy permission-based puns (guilty as charged.) This...

By Joel Livesey, 19 November 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing, Publishing.

NetBase: On using social listening and influencer marketing to ‘get more with less’ for campaigns

When the concept of social listening platforms first came about, it was that rarest of things in martech: a ‘solution’ which actually solved people’s problems. As data created on the social web reached ever-increasing levels, this made sense – but what’s more, being able to take this data and create insights from it was the real jam in the sandwich.

Instagram confirms it is hiding likes in the US: The agency and analyst perspective

Instagram has been dabbling in the waters of hiding likes, but with the news last week that the US was being tested the company jumped right in – and certainly made a splash in the process.

Speaking at the Wired 25 event in San Francisco, Instagram CEO Adam Mosseri confirmed the rollout. The system, which has seen test...

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

Gartner’s latest report reveals the top three barriers to marketing innovation

There are three major hurdles in marketing innovation: risk-aversion, limited talent, and an inability to measure impact, according to Gartner's latest ‘Brand Strategy and Innovation Survey 2019’ report.

According to the report, the field of marketing still lags behind in terms of innovation despite commanding 16% of marketing budgets and maturing as a core discipline. It points out measurement as the major issue to new innovation.

Gartner for Marketers Practice senior research...

By Marketing Tech, 13 November 2019, 0 comments. Categories: Branding, CMO, Customer Experience, Data-driven marketing.

Using emojis for business communications and boosting customer engagement: A guide

Using images to communicate is not a new phenomenon. After all, images actually pre-date the written word – just think of cave people who painted murals on their walls to tell stories  of their battles and culture. The fact is, images can convey so much more than words; a single image can communicate a tone and emotion that is personal to the recipient.

For marketers, images and...

By Lindsay Willott, 12 November 2019, 0 comments. Categories: Branding, Social Media Marketing, Video & Audio Marketing.

Is data-driven marketing in rude health? Why CMO opinion may not tell the full story

The annual Gartner CMO Spend Survey isn’t just about marketing spending. While this survey digs into the budget and financial priorities of chief marketing officers (CMOs) across a range of industries and geographies, it does much more than that. The survey seeks to understand the capabilities that CMOs define as vital to the delivery of their strategies and how they define and measure success.  

In the

By Ewan McIntyre, 11 November 2019, 0 comments. Categories: CMO, Data-driven marketing.

Demystifying influencer marketing: How brands can build relationships with a data-driven culture

When it comes to the practice of working with influencers, I come across a lot of fear and caution amongst marketers. Whether it’s the fear of influencer fraud, uncertainty around how to measure results, or an inability to understand the impact of their investments, people remain wary.

Yet, influencer marketing is one of the highest potential practices for brands. An influencer’s voice can often be seen as more...

By Gemma Dodd, 08 November 2019, 0 comments. Categories: Branding, Campaigns, Influencer Marketing, Social Media Marketing.

How personalisation will look in 2020: What do marketers need to do now?

Personalisation has long been a ‘fantasy’ most marketers indulge in where they’re able to directly interact with individual consumers, whilst controlling the context and timing of the content that’s delivered.

But as technology has improved – and data has become easier to generate – what might’ve been somewhat of an illusion before, is in fact now more real for marketers.

By Jonathan Thirkill, 07 November 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Eight ways to make potential customers feel safer browsing your site

Shoppers going to brick-and-mortar stores have clear signals that the environment they’re in is safe and secure: manicured storefronts, security guards or cameras, helpful employees, well-ordered check out stations and other intuitive cues all create a sense of comfort and safety, helping put shoppers at ease. 

But when shopping online, these physical cues don’t come into play....

By Chemi Katz, 06 November 2019, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, M-Commerce.

Starbucks flips the equation with Deep Brew – by using AI for a more humanised customer experience

Starbucks has been making noise about its artificial intelligence (AI) projects of late – and specifically how they can be applied into marketing and customer experience activities.

Speaking to analysts following the company’s Q4 2019 earnings release at the end of last month, Starbucks CEO Kevin Johnson noted how Deep Brew, an initiative focused on the coffee house’s AI investments, is taking shape.

WeWork has imploded. Why are we so vulnerable to the cult of the startup?

Opinion Nine years and 46 million square feet after its first branch opened in SoHo, New York, WeWork has been found out. Its IPO implosion was the logical end to an eventful 10 month period that began with a cool billion raised in series H funding, and progressed to a confusing S-1 filing, claims of corporate misgovernance, a massive valuation drop and the resignation of its CEO. Whether WeWork survives this remains to be seen. For now, it’s a...

By Andrew Missingham, 01 November 2019, 0 comments. Categories: Branding, Case Studies.

The importance of becoming a ‘unifier’ CMO – and building relationships in the C-suite

There has arguably never been a better time to be a CMO. After years of defining marketing primarily as the “brand” or “advertising” arm of the business, many CEOs now regard it as an investment and rely on it to drive growth. To deliver on that growth expectation, CMOs need to form bonds with other members of the C-suite. Cross-functional collaboration is essential. 

By Biljana Cvetanovski, 31 October 2019, 0 comments. Categories: CMO, Customer Experience, Data-driven marketing.

How Mastercard is leveraging its sonic identity – and evolving brand security in the process

In February, Mastercard issued a press release which announced the launch of what the company called its ‘sonic brand identity.’ The result was touted as ‘a distinct and memorable melody with adaptations across genres and cultures.’

Naturally, there was also an audio press release sent out where the tone was played (1:04)...

By James Bourne, 30 October 2019, 0 comments. Categories: Advertising, Branding, Commerce, M-Commerce, Video & Audio Marketing.

How to make a heritage brand relevant today: A guide

In today’s disrupted world even the most established brands can’t stand still. The best heritage brands have to blend innovation with tradition – after all it is this ability to continually evolve and adapt that has kept them in business so long. But how do organisations that have so much history look to the future with their branding?  How much do you take from the past and when does heritage weigh you down rather than elevate your message?

By Debbie King, 28 October 2019, 0 comments. Categories: Branding, Case Studies.

Why voice search is where the puck is going for digital

Continually riding the wave of the next ‘big thing’ in social media is certainly a roller coaster ride, and we are now on the cusp of another major change. Voice search has been growing in popularity and is starting to have a transformational impact on the way marketers can influence people to know, like, trust, and eventually buy from a specific brand.

Today’s social media landscape is driven by text and images but this is already shifting as an increasing...

A guide to retargeting for increasing conversions: The three questions you need to ask

In many cases, a bit of retargeting is needed to align your marketing goals with your business goals and draw in the right customers.

By retargeting, you can drive people to your website with specific content that is more in-tune with consumer trends. A strong retargeting strategy is excellent for turning window shoppers into buyers and increasing conversion rates.

Here are some questions to ask yourself...

By Mansi Dhorda, 23 October 2019, 0 comments. Categories: Advertising, Advertising Technology, Personalised Marketing.

It’s finally time to ditch the vanity metrics – and focus on these measurements instead

Today’s marketers have oceans of data at their disposal that they can use to track a nearly endless array of metrics to measure performance. Being able to eliminate assumptions and objectively evaluate campaigns is something marketers have always wanted. If they’re going to use data effectively, however, they need to acknowledge that not all metrics are created equal.

Vanity metrics are...