Brands are wrestling with personalisation, more than any other marketing tactic

Achieving a fully-personalised customer experience is something today’s marketing professionals dream about, where each customer feels the brand knows them and can anticipate their every need.

Get that right, and sales and loyalty will follow.

But while personalisation is at (or very close to) the top of the digital marketer’s priority list, it’s not proving easy to implement. In fact, a report by...

By Mark Jones, 19 October 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, Personalised Marketing.

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.

‘Change-maker' consultancies are lagging with their own digital marketing

A “worrying gap” has been discovered between the low adoption of digital marketing by management consultancy firms and the digital-first approaches now demanded by their clients.

As reported by Consultancy.UK and part of the UK-based ‘State of Digital Marketing in Professional Services 2018’ report, a reliance on traditional word of mouth referrals is lingering among professional...

By Mark Jones, 12 October 2018, 0 comments. Categories: Advertising, Campaigns.

Bid Caching – An innovation in programmatic or reopening the trust wound?

Last month, there was another brouhaha in the programmatic ad world. It was revealed that was a new ad-buying practice was happening and apparently very few people knew that it is going on.

Devised by the ad marketplace Index Exchange and hailed as the latest innovation in programmatic bidding we discovered a practice called ‘bid caching’. New technology that was designed to reduce latency, thereby creating faster ad serving. It...

By Oliver Gold, 12 October 2018, 0 comments. Categories: Advertising, Best Practice, Programmatic, Publishing.

Why retail marketers should sideline AR and VR technology, at least for a while

Marketers are always on the hunt for the latest in innovative tech in a quest to snare prospective customers with the wow-factor.

Augmented reality (AR) and virtual reality (VR) are two such technologies touted as the next to revolutionise the retail landscape, however, a new study by Censuswide and payments provider Klarna suggests customers don’t share the same enthusiasm.

Interviewing 2,000 shoppers, the study revealed that four in five had no interest in these technologies, suggesting that marketers...

By Mark Jones, 11 October 2018, 1 comment. Categories: Advertising, Advertising Technology, Customer Experience, M-Commerce.

Search accounts for half of digital ad spend in first half of 2018, finds IAB UK

Search accounted for half of all digital ad spend in the UK in the first half of 2018, according to the latest Digital Adspend report published by the IAB UK (Internet Advertising Bureau) and PwC.

In total, digital advertising saw a 15% year-on-year increase amounting to £6.36bn. Enjoying the same rate of growth, spend on search advertising amounted to more than half of that (52%), amounting to £3.3bn.

Non-video display spend was next highest at £1.33bn, a rise of 9% on last year’s...

By Mark Jones, 10 October 2018, 0 comments. Categories: Advertising, Search Marketing, Video & Audio Marketing.

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.

EBay accuses Amazon of poaching third-party sellers for its Marketplace

In a clash of the e-commerce titans, online auction platform eBay has accused Amazon of poaching sellers through its internal messaging system.

Calling the alleged scheme “unlawful” in a statement, the platform has issued a cease and desist letter and cautioned that it would take “appropriate steps” to protect itself from the activity.

According to a report by the Wall Street Journal, eBay began to take action after discovering that more than 50 Amazon sales representatives had sent...

By Mark Jones, 04 October 2018, 0 comments. Categories: Advertising, Commerce, E-Commerce.

Facebook has been rumbled using 2FA phone numbers for ad targeting

As if Facebook needed another mountain in user trust to climb this year, evidence has now emerged of it using phone numbers provided for security purposes to target unsuspecting users with ads.

The activity was uncovered by researchers from Northeastern University and Princeton, along with the tech publisher Gizmodo, following controlled trials where an ad was successfully targeted using phone numbers that had been provided for account security and, in one case, had never been explicitly provided to the...

By Mark Jones, 01 October 2018, 0 comments. Categories: Advertising, Data-driven marketing, Social Media Marketing.

The rise of the commuter-shopper: driving digital commerce in surprising environments

Thanks to the hyper-connected, ‘always on’ world in which we now live, the opportunity for brands to drive commerce is literally everywhere. As with other areas of our lives, connected mobile devices have changed the way we think about buying things; when it comes to shopping, we’re no longer bound by ‘restrictions’ such as location and time of day.

Last week, Instagram announced that it will be...

By Ian Reynolds, 27 September 2018, 0 comments. Categories: Advertising, E-Commerce, M-Commerce, Mobile Marketing.

Google rolls out custom viewability metrics for display & video advertisers

63% of UK display ads were considered “viewable” in the first half of the year according to a study this week by Integral Ad Science. That was considered an “all-time high”, and it means that nearly three-fifths of ad units were in view for one continuous second - or two seconds if we’re talking video.

The findings were based on a widely-used industry standard set by the Media Rating Council...

By Mark Jones, 26 September 2018, 0 comments. Categories: Advertising, Campaigns, Video & Audio Marketing.

99% of businesses plan to up digital marketing spend next year

Nearly half (41%) of businesses with 100+ employees invest more than $500K in digital marketing every year. That’s according to a US-based survey of 501 marketers by small business publisher The Manifest, at least, in a study which set out to discover how companies invest in digital marketing, and how their investments are set to change in the year ahead.

While respondents hailed from a wide mix of seniority levels and companies, more than three-quarters (76%) agreed that marketing has changed more in...

By Mark Jones, 25 September 2018, 1 comment. Categories: Advertising, Social Media Marketing.

Why it’s time to end our industry obsession with CTR

Brand awareness is an essential top-of-the-marketing-funnel activity for any advertiser and is one of the key strengths of B2B programmatic. Getting the brand known and recognised in front of the right audience helps to drive potential customers down the challenging path to a purchase or acquisition. With B2B buying cycles being much longer than the majority of B2C purchases, a gentle but ever-present ‘background noise’ is vital to getting the target audience to move down the funnel. With savvy ad...

By Alex Lakin, 25 September 2018, 0 comments. Categories: Advertising, Campaigns, Web Analytics.

Third of ad spend growth to be driven by paid search and social by 2020

One third of all global ad spend growth will be driven by paid search and social media spend within the next two years, according to the latest report by Publicis-owned industry forecaster Zenith.

Annual global ad spend is on track to hit $581bn (£442bn) by the end of 2018, while Zenith raised its predictions for global ad spend growth from 4.1% to 4.5% until 2020, 67% of which will come from investments in paid search and social media ads.

Within that time, paid search will grow by $22bn...

By Mark Jones, 24 September 2018, 0 comments. Categories: Advertising, Paid Search, Social Media Marketing.

One day, blockchain may guarantee transparency in advertising

Have you spotted Facebook’s apologetic ad campaign in recent weeks?

The tech giant finally decided that it had become embroiled in enough data scandals to merit saying sorry in a nationwide campaign. So great is the company’s desire for forgiveness, that it advertised on broadcast television for the very first time.

There is a lot to take away from all the recent data...

By Greg Isbister, 20 September 2018, 0 comments. Categories: Advertising, Advertising Technology.

With consumer trust at an all-time low - it's time for the digital industry to fight back

You don’t need statistics or sentiment analysis to tell you that the trust consumers have in digital advertising has reached a significant low. They can however put the scale of the issue into context. The lack of confidence in digital ads is well reflected in the rate at which ad blocking has grown over the last few years, so much so that eMarketer expects that a third of all...

By Damien Bennett, 19 September 2018, 0 comments. Categories: Advertising, Best Practice, Customer Experience.

Why AI alone cannot guarantee better user engagement

It may be one of the buzzwords of the moment, but artificial intelligence (AI) has been a fixture of digital marketing for over a decade now. 

It’s the technology that underpinned the programmatic advertising revolution, which allowed marketers to sit back and let complex algorithms target millions of people at scale based on cookies and demographic data.

By Carl White, 18 September 2018, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

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.

How luxury retailers are delivering personalisation at scale

Luxury retailers invest heavily in creating a premium in-store experience, and for a long time, this has played a major role in their success and growth. However, as more and more consumers demand the convenience of online shopping there is a clear shift towards digital.

In luxury, we have observed that 25% of sales come from online with the rest in-store. In fact, McKinsey expects online luxury sales to triple by 2025, with...

By Simon Dean, 13 September 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, M-Commerce.