Agencies practice what they preach with ‘mature’ content marketing strategies

Every agency out there has got an opinion – at least, one that you probably have to pay for – about how you need to do content marketing.

It’s gone beyond mere choice. More often it’s become a question of: quality or quantity? Naturally, some believe they can offer the content equivalent of the moon on a stick. Peter Bell, senior director at Marketo, wrote for this publication

By James Bourne, 14 February 2019, 0 comments. Categories: Branding, Campaigns, Content Marketing.

How to choose the best martech solution for your business: A guide

The martech buying process is often a long and complex one, especially for enterprises with large deployment needs. It’s not a decision taken lightly - and key decision makers will go through huge amounts of research, sit through numerous demos, and run various test drives before making the best possible choice.

This article talks about the factors that business need to consider when choosing between different...

By Jason Lark, 13 February 2019, 0 comments. Categories: Advertising Technology, Best Practice, Branding, Data-driven marketing.

Risky business: The impacts of counterfeiting on your brand

A few decades ago, counterfeiting was mainly a challenge for luxury brands, but in recent years counterfeiting has become a growth industry.

Fake products of all kinds – handbags, clothing, pharmaceuticals, DVDs, perfumes – are all readily available, thanks to the proliferation of the internet and continued use of social media. In short, technology makes it easier for counterfeiters to take advantage of genuine brands and their customers.

By Chrissie Jamieson, 11 February 2019, 0 comments. Categories: Branding, Customer Experience.

How CMOs can keep themselves in the boardroom – and get the CRO out

The role of a chief marketing officer (CMO) can often turn out to be one filled with uncertainty. At the moment, the average tenure of a CMO sits at only 44 months, and the job is often regarded as the most at risk within the C-suite. The question is: why? There are many reasons, but one common view is that CMOs struggle to prove to the rest of their C-level colleagues how...

By James Fletcher, 29 January 2019, 0 comments. Categories: Attribution, Automation, Best Practice, Branding.

Three ways marketing will change in 2019: Positivity, authenticity and inspiration

Good marketing doesn’t happen in a vacuum. The best strategies come from paying close attention to what people care about, and how their needs change over time. In today’s consumer-led marketplace, it’s not enough to be the loudest, or the brand that spends the most. You need to show you’re listening the hardest, too.

Think positive

These are trying times, and everyone’s looking for ways to feel more positive. We’re prioritising time with the people we love, and products we...

By Jon Kaplan, 16 January 2019, 1 comment. Categories: Branding, Campaigns, Social Media Marketing.

How brands need to get to grips with voice search – before the opportunity disappears

Voice-enabled search is here – and if your organisation is not up to speed yet, there may be trouble ahead.

That’s the key finding from a new report by marketing agency BrandContent. The report, which combined analysis with a survey of more than 2,000 consumers, found that while men (28%) are significantly more likely than women (13%) to utilise voice search frequently, more than two in three polled had access to either...

By James Bourne, 07 January 2019, 0 comments. Categories: Branding, Search Marketing, Video & Audio Marketing.

A look ahead for marcomms in 2019: The technological advances that will hold the key to success

What a year 2018 was. From the early-year challenges of declining trust in all aspects of life, exacerbated by fake news, to the introduction of GDPR all alongside the ever-shifting marcomms sand, it’s been a wild ride.

The thing which really struck me about 2018 is the demonstration of the martech industry’s value through this year’s big acquisitions and mergers.

By Abe Smith, 07 January 2019, 0 comments. Categories: Advertising Technology, Branding, Publishing.

Marketing’s hidden treasure: How better promotions and engagement can unlock millions to fuel growth

Planning, tracking, and optimising advertising and trade spend has become table stakes for marketers at many consumer-goods companies. Despite those advances, consumer promotions and engagement (CPE) remains something of a forgotten area of marketing spend.  CPE, which includes in-store consumer activation and out-of-store engagement efforts, has too often been overlooked and undermanaged.  However, optimising CPE can, in fact, help businesses...

By Biljana Cvetanovski, 14 December 2018, 0 comments. Categories: Branding, Campaigns, Customer Experience.

A marriage made in heaven: Why brands and retailers can work things out

Brands versus retailers – a battle that has rumbled on throughout the ages. They’ve competed for our attention, money and loyalty from the High Street boom of the 1860s through to the golden age of the 1960s. The contest is even more magnified now in the digital age with the internet playing host to online discount retailers as consumers look for the cheapest bargains, fuelled by the rise of price comparison sites.

Retailers embrace shopping...

By Steve Martin, 12 December 2018, 0 comments. Categories: Branding, Customer Experience, Data-driven marketing.

Tabloid news and false positives: Examining the brand safety cycle

Earlier this year, broadcast giant Sky declared it is yet to resume spending with YouTube after stopping advertising on the site 18 months ago. This delivers a clear message: while the dust may have settled on those infamous ad misplacements, brand safety remains paramount for the big spenders. Moreover, protecting brands is still...

By Nick Welch, 05 December 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Getting into home truths: Why is the experience of eCommerce still so poor?

There’s no denying that the digital world has changed the outside face of marketing. While many of the inner-face principles of marketing have (and always will) remain the same in terms of audience segmentation, targeting and positioning, the way brands now engage with their customers has changed faster in the past 10 years than throughout the rest of history put together.

Now, having a digital presence for large...

By Sylvia Jensen, 30 November 2018, 0 comments. Categories: Branding, Commerce, Customer Experience, E-Commerce.

How to turn reviews into revenue: Making the most of positive customer feedback

The rise of online communities, peer review sites and social media has forever changed the impact of the customer voice. Customer feedback has evolved from something owned and managed by customer service teams to a force that influences every department across an organisation: product, HR, finance, IT, and marketing.

Marketing agencies are experiencing this shift more acutely than most as often, in these types of companies,...

By Alain Mevellec, 05 November 2018, 2 comments. Categories: Branding, Content Marketing, Customer Experience.

How to unlock your brand’s visual identity

Forget the products and services you’re offering for a minute; your brand’s visual presence is arguably the most powerful way to resonate with your audience.

But don’t think a visual identity is about colour palettes and kerning. In a crowded and noisy digital marketing landscape, brands have to consider frequency, volume and variety across an ever-growing range of customer touchpoints, often spanning multiple markets.

Grant Munro is the senior VP of Shutterstock Custom, and an expert in changing the way...

By Mark Jones, 18 October 2018, 0 comments. Categories: Advertising, Branding, Campaigns.

Customer retention: How relevance trumps loyalty

Most loyalty programs fail to make the mark as they lack value proposition. According to a recent study, 71% of consumers claim loyalty incentive programs don’t make them loyal. That happens because brands fail to adapt to the rapidly changing digital landscape.

That’s why the next generation of consumers is more interested in relevance. It will be the...

By Manish Dudharejia, 09 October 2018, 0 comments. Categories: Advertising, Branding, Customer Experience.

Five ways to spot a marketing trend that will last

Historically trends have been set and followed by public opinion and perception - the, ‘I want one of those’ movements - all driven by a the boom in mass communications from the early origins of the TV and radio, right through to our devices today. A nostalgic look back at old pictures or images is usually enough to make us a cringe just a little. As opinions change, so do trends. And vice versa. It’s a self-perpetuating cycle of movement that rarely operates at one speed and is almost...

By Luca Morena, 05 October 2018, 0 comments. Categories: Best Practice, Branding, Campaigns.

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.