Key areas of focus for retail advertisers in 2020: Cross-channel strategies and delivery models

Now that we are into 2020, there will no doubt be many metaphor-infused mentions of vision, sight, and awareness. In the world of advertising, foresight is just as important as hindsight. Being able to predict future innovations and consumer behaviours means keeping on top of not only late-breaking industry news and cutting-edge innovations, but also knowing what lies further ahead in the digital advertising space.

We’ve...

By Wesley MacLaggan, 28 January 2020, 0 comments. Categories: Best Practice, Big Data, Commerce, Data-driven marketing, E-Commerce.

Why market research and marketing research are very different disciplines - and how to utilise them best

Market research and marketing research are not the same, yet many marketers use the terms interchangeably. Both are important components in marketing efforts and sound similar, but they are inherently different.

The distinction between these types of research is when each occurs. Business owners and marketing leaders conduct market research during the earliest phases of product or business model development. Marketing research, on the other hand, happens later.

By Nick Chasinov, 23 January 2020, 0 comments. Categories: Advertising, Customer Experience, Data-driven marketing.

Why project management and communication are the secret weapons of successful agencies

Sometimes, working in silos is essential — especially in an agency, where certain teams handle certain clients. If team members aren’t on the Coca-Cola account, they don’t have to go to the Coca-Cola budget meeting. However, silos can do more harm than good when it comes to collaboration between colleagues and teams. If you aren’t careful, they can impair healthy communication.

By John Furneaux, 20 January 2020, 0 comments. Categories: Best Practice, Campaigns, Data-driven marketing, Social Media Marketing.

How advanced data analytics will continue to streamline digital marketing strategy in 2020

It’s not controversial to suggest that talk of data analytics, over the last two decades, has far exceeded the examples of its successful implementation. We aren’t talking here about basic Google Analytics, but of programmes of activity and technology that really delves deep into improving insights and targeting, and dramatically impacts commercial decision making.

Perhaps the best...

When retargeting means additional app revenue: A guide

Marketers working within the mobile ad industry know how fierce the competition for user acquisition can be in the app promotion space. It’s expensive to acquire new users and many times the cost per install or cost per action that advertisers get in their campaigns is higher than the goal itself.

Under these conditions, it’s no surprise to see marketers dedicate a lot of time and effort to user acquisition: they...

Why despite the hype AI could be failing your customer experience strategy

Though 80% of senior decision makers in the UK rate their customer service as ‘excellent’, their customers aren’t feeling quite the same. Our report ‘The Good, The Bot and The Customer Experience’ found there is a significant disconnect between what customers expect and what brands think they are...

By Arun Mani, 13 January 2020, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing, Personalised Marketing.

The rise of ‘algorithm hacking’ – and how it may be leading marketers astray

Even though Robert Burns wrote the line “the best-laid schemes o’ mice a’ men/gang aft agley” more than 200 years ago, it still resonates. In the age of artificial intelligence (AI), many brands are learning this the hard way as a new generation of algorithm hackers subvert their use of cognitive technologies.

AI is...

By Kate Muhl, 09 January 2020, 0 comments. Categories: Attribution, Automation, Customer Experience, Data-driven marketing.

How to deliver the experiences the CMO craves – through the systems the CIO needs

The collaborative relationship between a CMO and a CIO is crucial and has increasingly become a hot topic. Forrester recently stated that a CMO’s collaboration with a CIO is one of the four essential steps for a CMO planning their marketing evolution, while according to IDG’s State of the CIO research, 55% of CIOs are spending

By Laurence Parkes, 08 January 2020, 0 comments. Categories: Advertising Technology, Attribution, CMO, Data-driven marketing.

2020 in digital marketing: From brand-based to people-based identity and privacy pushes

Opinion 2020 is shaping up to be the year of people-based identity. Marketers are becoming increasingly engaged with trying to understand what this means to them, and how they should be incorporating a notion of identity into their business strategy. Across conferences this year, we’ve noticed heightened engagement from significant, game-changing brands - talking about identity on stage and running people-based marketing campaigns.

MarketingTech 2019 year in review: Influencer regulations, CMO battles, and social change

2019 in digital marketing, through the reporting eye of MarketingTech, has seen something of a two-pronged approach. While the exploration of emerging technologies and their use cases, from voice search to AI to blockchain, continues, it has been tempered with a more measured and nuanced focus.

While this publication found plenty of column inches to tell the stories those making the most of their technological bets this year, from

Consumer-data privacy and personalisation at scale: Strategies to get it right

Personalisation at scale is where retailers and consumer brands are competing to win. But in focusing on “playing offense” to capture value, executives are often overlooking their “defence”: preserving, protecting, enabling, and accelerating the hard-won gains of their digital efforts by ensuring that personalisation at scale keeps personal data secure and private.

2020 needs to see the end of short-termism and clickbait digital marketing tactics

The end of clickbait digital marketing tactics has come. The signs are everywhere, if you know where to look for them.

We’ve spent years chasing short-term performance metrics and battling competitors for the fleeting attention of the world’s huge digital audience. The result? A clickbait race to the bottom. An insatiable thirst for consumer attention has lead brands toward a frightening (and unsustainable) marketing...

From AR to AI: The emerging technologies marketers can explore to enable and disrupt

The entire written works of mankind in all languages from the beginning of recorded history is around 50 petabytes. One petabyte is about 20 million four drawer filing cabinets filled with text. Google processes about 20 petabytes per day so in three days they would have processed everything we have written – ever.  Meanwhile, data centres now annually consume as much energy as Sweden.  By 2025 they’ll consume

By Max Eaglen, 13 December 2019, 0 comments. Categories: Automation, Data-driven marketing, Personalised Marketing.

How high quality data can either be the Holy Grail or Achilles heel for marketers

Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have evolved customer expectations and led to an unprecedented demand for instant gratification and high-quality, personalised experiences across all channels.

At the same time, there is a growing need for transparency, accountability and ethics in marketing, especially as additional states continue to introduce new data privacy laws. These rising standards bring a new...

By Kristin Hambelton, 12 December 2019, 0 comments. Categories: CMO, Commerce, Customer Experience, Data-driven marketing.

Why marketers need to be clever with context to get their 2020 advertising strategies right

Which user data works best for marketing? A consensus has never been reached, so advertisers have always had to keep multiple plates spinning, from behavioural data and location data to IP addresses, cookies and beyond.

However, since GDPR came into force, it is no longer a question of whether advertisers have enough data points, but whether they are using them correctly. The Europe-wide legislation has suddenly made everyone conscious of the fact that companies are collecting and using their personal data...

Gartner: Four in five marketers will abandon personalisation projects by 2025

Are your personalised marketing efforts going to waste? Campaigns not hitting the spot? If so, you’re not alone – and according to the latest missive from analyst firm Gartner, four in five marketers will ‘abandon’ personalisation efforts by the middle of the next decade.

The primary obstacle respondents faced, according to the survey, was data and its various methods of analysis, from collection, to...

By James Bourne, 03 December 2019, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

For luxury brands, the possibilities of programmatic cannot be ignored

For luxury brands, creating customer relationships, and the revenues they bring, is everything. A $25,000 watch or $150,000 vehicle is rarely an impulse buy, but instead a purchase achieved after many different points of engagement. 

An increasingly higher percentage of all ad budgets is being taken up by programmatic advertising, and luxury brands and their marketing efforts need to hop on board with this trend. Digital...

Why marketers need to be obsessed with AI and machine learning in 2020 – and what can be done

As we edge ever closer towards the beginning of a new year, the next 12 months are set to provide an extraordinarily challenging time for marketers – but it’s certainly not ‘doom and gloom’ by any means.

Not only will they be expected to seamlessly tackle the increasing volatility, data regulation and apathy towards traditional marketing methods, but they must do it all alongside having a clear, robust and...

By Phill Midwinter, 02 December 2019, 0 comments. Categories: Automation, Big Data, Data-driven marketing.

Does retail automation signal the end of personalisation?

Over the last two decades, technology has changed the face of retail, from the in-store experience and the payment process, to the advent of ecommerce and omnichannel retailers. But much as technology has revolutionised the shopping experience, it has also had a significant impact on jobs in the retail sector.

As far back as 2016, Deloitte predicted that 60% of retail jobs would be automated within the next 20 years. While this estimate is not...