Consumer data responsibility lies with head of IT, say third of marketers
With consumer data now considered the fundamental bedrock of digital advertising and minds sharpened by the recent introduction of GDPR, you’d think marketers would have a firm grasp on where responsibility for it sits within their organisations. Wouldn’t you?
In fact, while the majority of marketers consider data use a “very important” aspect of business growth, there seems to be an ongoing conflict when it comes to who should be in charge of it.
A study by the global association for...
Why empowered marketers will own the customer experience by 2020
By 2020, customer experience is expected to overtake both price and product as a key brand differentiator. A 280-character Twitter post, Instagram snap or Facebook update from a disgruntled consumer can destroy a brand’s long-built reputation and performance in an instant, so brands must deliver a consistent, connected, competitive customer experience. Those businesses that get this right are rewarded: 68% of UK consumers in a
UK’s most martech-driven SME exporters most optimistic about Brexit
With an increasingly uncertain Brexit emerging, UK SME (small and medium-sized enterprise) exporters with a “progressive” and data-driven mindset are most confident about future business success.
A study by marketing agency Croud on 100 leaders of exporting SMEs, including companies such as UNiDAYS, Monty Bojangles and Kit for Kids, looked to shed light on the biggest challenges and opportunities smaller companies expect to face in the run-up to, and after, Brexit.
With all businesses in the...
Channel 4 gets in on AI action with contextual TV ads
UK broadcaster Channel 4’s progressive approach to content is seeping through to its ad strategy.
While publicly-owned and touting a successful on-demand digital arm, the television company still relies on good old TV advertising for a large part of its revenue. However, gains from ad spend, which makes up about 93% of its total revenue, dipped around £40m last year as a result of a TV ad market decline of 3%.
To offset this,...
DMA Email Benchmark 2018: Clicks driven by relevance, opens driven by interest
Yesterday (July 5), the DMA (Direct Marketing Association) published its annual Email Benchmarking Report.
Analysing the performance of over 23 billion emails over the course of 2017, results showed that email has yet to be unseated as digital marketers’ top-performing channel.
At 97.5%, delivery rates remained extremely high - that figure represents just a slight dip year on year - although this does equate to over 500 million emails missing the target.
On the other hand, open rates have seen a 0.5%...
Google & Facebook are still beating small ad techs on consumer data trust
Despite the Cambridge Analytica scandal, a new study has revealed that consumers are much more likely to entrust their personally identifiable information (PII) to Facebook and Google than smaller ad tech firms.
Based on a study using replica websites featuring various opt-in request types on over 1,200 adults, the findings from Smartpipe and PSB Research found that consumers were more likely to opt-in to their data being used by big names.
In every scenario, the ‘duopoly’ came out on top, gaining...
How to keep up in the era of digital progression
Technological innovation has transformed the way we work, play, interact, and behave.
Consider this: in 1995, there were 16 million internet users worldwide; today that figure tops four billion. Mass web adoption has driven improvements from healthcare to financial services, but along with this innovation has come higher expectations among consumers for personalised communications, products, and services.
For some marketers, digital disruption has moved too quickly. Alongside...
IPG to acquire data-driven marketing firm Acxiom for $2.3 billion
Interpublic Group (IPG) has confirmed the acquisition of the data-driven marketing arm of Acxiom Corporation in a deal worth $2.3 billion (£1.7 billion).
The cash deal for the Acxiom Marketing Solutions (AMS) unit has been “approved unanimously” by both company’s boards of directors.
With the transaction expected to complete by the end of the year, AMS will become part of the IPG’s media agency network MediaBrands, while the acquisition will not include Acxiom Corporation’s
Delving into a brand’s social ecosystem: AI and the refinement of data
It was only eleven years ago - in 2007 - that I set up the first social media agency in the UK. It seems inconceivable now to look back at a mere decade and see how drastically the social media landscape has shifted since then. We have gone from ‘innovative and cool new thing’ to the very foundation of marketing strategies.
Whilst the advent of social media has profoundly disrupted how marketers operate, everything from blogging to influencers and Wikipedia have seemingly had their day. Ours has...
Why ‘the customer is always right’ is more applicable than ever in today’s data-driven business
“The customer is always right” is a popular phrase with interesting origins. While there is no conclusive evidence of when the quote first came to exist, most credit its early popularisation to Chicago retailer Marshall Field. More importantly, though, is that the phrase is an abbreviated version of the original, which stated “right or wrong, the customer is always right.”
Only three words longer, the full quote adds some needed context – that the customer can of course be wrong....
How many marketers truly understand the customer journey – and if not, how can you quickly?
It may be a popular buzz-phrase but how many marketers have really got their heads around the role – and components – of a savvy customer journey, and what’s the answer to getting up and running if they’re a little behind?
‘Customer experience’ (CX) is without a doubt the most important phrase for anyone responsible for an organisation's service levels. And in the world of marketing, the phrase 'customer journey' should be just as pivotal.
A mechanism to ensure...
Four in 10 social media users have deleted accounts over privacy fears, finds Edelman
In response to the results of a survey by Edelman, which found a glaring loss of trust in social media platforms across the globe, the firm’s CEO has commented that “people are scared”.
Revealed at Cannes Lions yesterday (June 19), a study by the PR firm on over 9,000 consumers found that 70% thought it was up to advertisers to pressure social media sites, such as Facebook and Twitter, into more effectively addressing false information and offensive content.
Speaking to CNBC, the...
Why 2018 is the year of less waste and more measurability in marketing campaigns
At the end of the 19th century, department store owner and marketing pioneer, John Wanamaker, famously said “half of the money I spend on advertising is wasted.” It’s a phrase that has been repeated throughout history and over a century later, marketers are still losing significant amounts of money on unsuccessful campaigns.
In fact, marketers believe that nearly
Bing ups its search marketing game with LiveRamp integration
We’ve already given you five reasons why Bing shouldn’t be ignored for search marketing, and its latest integration with LiveRamp provides a sixth.
The underappreciated Microsoft search engine, which actually owns close to a fifth of the global search market, has introduced the data onboarder’s identity resolution provider IdentityLink. And while that may not mean much, in simple terms it...
The new retail frontier: Next level personalisation
The best retailers will embrace new digital tools that make it easier to personalise every encounter from that first moment of inspiration to finally taking action. In spite of this, it’s surprising to see that almost two-thirds (62%) of UK marketers say they do not incorporate personalisation into their campaigns, according to a recent State of Digital Commerce report from Episerver.
Whether you work for an eCommerce brand, mass retailer, or the next great direct-to-consumer business, we can all...
Are structure and process the glue that holds marketing, technology and creativity together?
Consumers like to feel a human connection to the brands they love. Whether it’s through empowering athlete endorsements like Nike or connection to an inspiring founder like Virgin, humanity is a critical element in successful marketing. That’s why it’s somewhat ironic that while a human touch in brands is more important than ever, the behind-the-scenes technology that makes marketing scalable has also exploded in recent years.
According to a prediction made in 2016 by
Google scraps 12-vendor cap on GDPR consent tool for publishers
With the GDPR (General Data Protection Regulation) now in full swing, Google has made a surprising u-turn on its consent management platform (CMP) policy.
The Alphabet-owned search giant has scrapped what was a 12-vendor limit for publishers that used its Funding Choices CMP, used to gain the consent of users to access their data to improve ad personalisation in line with new European data regulations.
The former policy was applied based on tests by Google which found users are more likely to opt-in when...
Apple takes aim at Facebook user tracking features
Apple has announced it will be making efforts to block Facebook’s user tracking tools within the next iteration of its iOS and Mac operating systems.
Announced at its WWDC developer conference yesterday (June 4), the tech firm’s software chief, Craig Federighi, said on the social network’s automatic tracking features, “we’re shutting that down”.
Those tracking tools in question allude to Facebook’s like buttons, share buttons and comment fields, which when integrated...
Breaking the mould: Viewability and creativity in the digital economy
If you visited HotWired.com on October 27 1994, your eye would have probably been caught by an unusual flashing banner emblazoned across the top of your screen. Standing at 60 pixels tall and 468 pixels wide, the internet’s first advertisement was garish, tacky and the nemesis of exasperated dial-up connections worldwide - but it was a massive success.
The advert itself was a part of...