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...
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.
Instagram and Facebook introduce features to combat fake news and bullying
Instagram and Facebook have announced the introduction of new features to help combat fake news and bullying.
In 2019, Instagram introduced a feature that filtered comments. This new AI-powered feature is an extension of the earlier one which alerts users with a warning that their caption looks similar to others that have been previously reported based on the words that are used in the caption.
The Instagram team wrote on...
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...
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...
Privacy and real-time bidding: An updated guide for adtech vendors and publishers
This all changed in June and July of this year, when the ICO published respectively a
On Black Friday, try showcasing your values instead of slashing your prices
This Black Friday, French cosmetics startup Typology won’t make a single euro cent in profit. That’s because instead of slashing prices and scrambling for customers, the company is launching a campaign called “#BlackForGood”, donating its profits to environmental charities. “This campaign is intended to be...
A veritable feast: How advertisers need to make the most of extra Black Friday opportunities
Black Friday is right around the corner, with adverts everywhere reminding shoppers to grab a great deal on everything from gym wear to vacuum cleaners. As one of retail’s biggest spending milestones, it provides a significant opportunity for advertisers to engage with shoppers when they’re in the mood to splash some cash.
So, what can advertisers do to make the most of the “retail festival” that Black Friday has become?
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...
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)...
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...
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...
A whirlwind of emotions: The impact of consumer emotional states on search
Humans are not always wholly rational beings. That is not to infer that we are irrational, but simply that not every decision is based on a set of practical, logical steps. Often, our current emotional state has a huge part to play in how we behave at any given time.
For marketers it is important to understand that many external influences can impact a potential customer’s emotional...
We are at the tipping point in defeating mobile ad fraud: What more needs to be done?
Mobile ad fraud is an issue for everyone working in the programmatic industry, and it’s clear that there is an overwhelming tide of parties committing it.
Many sources suggest that 40% of a typical advertising investment ends up being fraudulent. Within this, global loss to mobile-based ad fraud is estimated to make up almost half of total digital ad...
Three ways you can use Google’s tools to dominate local search
Often, when companies think about search engine optimisation, it’s largely focused on determining where their business shows up on a search results page. While this is, of course, an important part of the equation, it also assumes that all search is the same. In truth, search results are not created equal — especially when it comes to those for local businesses.
Unlike companies that operate primarily online or...