International Women’s Day: comments from the ad industry

Today (8 March) is International Women’s Day, and this year’s them is all about pushing for gendar parity. A recent report from the World Economic Forum claims that while the difference in pay between the genders has been a topic of growing importance, real progress seems to be some far off.

The report estimates that it will take 217 years to achieve gender parity across the world.

The marketing and advertising industry have been eager to jump on the...

By Colm Hebblethwaite, 08 March 2018, 0 comments. Categories: Advertising, Best Practice.

Can your employees recite your organisation’s vision and values?

You would expect that of all the members of a company’s workforce, marketing employees would be the best bet to give strangers a word-perfect recitation of its vision and values.

Well, according to a survey of 2,000 UK employees by Rungway, this assumption could be wrong. 52% of the marketing professionals surveyed could not recite their company’s vision and 49% could not list its values.

39% reported that they would have liked to have more involvement in the production of their employers vision...

By Colm Hebblethwaite, 02 March 2018, 0 comments. Categories: Best Practice.

How testing can harm sales

Testing is important in marketing. An ongoing cycle of testing, optimising and retesting helps to ensure that you’re always improving, and A/B and multivariate testing are incredibly popular for websites. Identifying the factors or combination of factors that deliver the best results is extremely valuable.

But one thing that is commonly overlooked is the impact of testing on websites – or specifically, on page load times.

Not everyone realises that third-party testing services can slow web pages...

By Alex Painter, 20 February 2018, 0 comments. Categories: Best Practice, Web Analytics.

Five martech lessons from 2017 you need to take into 2018

It’s the time of year when marketers commonly reflect on the past year and gear themselves up for what’s to come in the 12 months.

As we emerge blinking and bleary-eyed from the holiday season into 2018, it’s not just a case of focusing on ‘what’s new’. Part of growing and developing as a business requires an honest analysis of your successes and failures in 2017.

You take forward with you what worked and discard what didn’t.

There are in fact a number of key martech themes from...

Marketing Agility: making the buzzword a reality

Marketing agility has become a buzzword in the industry; the ability to adapt quickly in response to customer behaviour, market conditions or a change of business direction.

Achieving this requires organisations to fundamentally change the way that they work, challenging traditional campaign cycles and processes that felt comfortable and adopting new ones that, quite frankly, will, at first, feel wrong.

Experience is now the product

The evolution is being driven by competition - no sector is free from...

By Miro Walker, 18 December 2017, 0 comments. Categories: Advertising Technology, Best Practice, Data-driven marketing.

Reordering the data treasure trove: how to be GDPR ready

For marketers, Gartner’s prediction that 8.4 billion connected things will be in use this year means two things. Firstly, they will have access to a treasure trove of data. Secondly, the omni-channel nature of this data means it’s likely information will be held across multiple isolated platforms, making it hard to find true insight gems.

And with the May 2018 GDPR deadline fast approaching, making such huge volumes of fragmented data manageable — and...

By Lindsay McEwan, 13 December 2017, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing.

Solution Overload! How to spot the MarTech saturation point

As the Scott Brinker MarTech Landscape so clearly bears out, the number of tools available to marketers continues to set a new high-water mark, with no indication of slowing. In many ways, the situation is indicative of why so many professionals still struggle to reach customers effectively, and maintain positive customer experiences over time.

With an overlapping buffet of purpose-built solutions that carry out virtually any...

By Paul Mandeville, 12 December 2017, 0 comments. Categories: Best Practice.

ASA’s announcement to ban gender stereotypes impacts 57% of UK marketers

The results of Shutterstock’s 2017 survey of marketer’s use of imagery, shows that the Advertising Standards Authority (ASA) decision to remove gender stereotypes is having a pronounced effect on ad campaigns.

The survey of 500 UK marketers found that 57% of respondents said they were already being impacted by the ASA’s plan to bring in new guidelines on gender stereotyping in 2018.

35% reported using a larger number of images that featured women in the last 12 months. The data also showed...

By Colm Hebblethwaite, 06 December 2017, 0 comments. Categories: Advertising, Best Practice.

Rebuilding confidence in digital advertising: Our survival depends on it

Advertising decisions are not made in a vacuum.

Every dollar and metric is carefully scrutinized by CMO’s to ensure that the company is receiving maximum return on its investment. If campaigns are ineffective, they will be quickly pulled and resources redirected to more lucrative channels. Digital advertisers are beginning to understand this reality.

Not because digital advertising isn’t as, or more effective than traditional means, but because of a phenomenon specific to the digital world: ad...

How to be a maverick

Competition is increasing, the pace of change within business is getting faster and digital technology is disrupting traditional work practices.

The pressure to keep pace with digital transformation is a concern for many firms, according to the SalesTech report by CITE research and SugarCRM – 63% of companies are worried about the cost and effort needed to keep systems up to date and 34% view their organisations resisting change as...

By Clint Oram, 15 November 2017, 0 comments. Categories: Best Practice, CRM, Customer Experience.

Does office layout affect efficiency?

What effect does the environment in which you work actually affect the quality of the work you do? This is a question that agencies and brands ask all the time, especially when they see a plateau in growth or a perceived dip in quality.

There have been many theories as to what the best layout for an office should be. Should it be open-plan? Should employees have a set desk or be allowed to hot desk as they see fit? Should there be social spaces within the office?

Lots of companies have put time and effort...

By Colm Hebblethwaite, 25 October 2017, 1 comment. Categories: Best Practice.

How to become savvier with your marketing by implementing artificial intelligence techniques

Gone are the days of guessing what each individual customer wants by researching demographic populations. Take inspiration from some of the largest tech companies like Amazon, Facebook and Google who are investing large amounts of money in machine learning and AI to predict what their customers want before they even know it. Learn how to become a savvier marketer with these suggestions to improve your overall ROI and business performance.

1.       Content curation

By 2018,

By , 12 October 2017, 0 comments. Categories: Best Practice, Content Marketing, Data-driven marketing.

Create a captivating presentation in 6 steps

Public speaking can be a daunting prospect, especially when the audience tends to form an opinion in the first 60-seconds of the presentation. Catching the attention of the audience, building credibility and motivating them to listen isn’t an easy task.

There’s nothing worse than spending hours planning, preparing and practising – only to find you lost the entire group just moments after beginning.

Giving an effective presentation means working with both the audience and the topic....

By Daniel Waas, 05 October 2017, 1 comment. Categories: Best Practice, Customer Experience.

B2B companies struggling with complex buying journeys and partner networks

A new study by Accenture shows that B2B companies seem to struggling to deliver the kind of personalised customer experiences that drive loyalty and growth due to the growing complexity of customer buying journeys.

The global professional services company surveyed 1,350 sales, service and marketing executives from organisations around the world, and found that 21% thought that they had have “total control over their organisation’s sales networks and overall customer experience”.

According to...

By Colm Hebblethwaite, 02 October 2017, 0 comments. Categories: Best Practice.

Quarter of digital marketers aren’t tracking spend

More money than ever is being allocated to digital marketing budgets, as companies and brands try to launch social media campaigns, publish videos and create content.

But according to research by digital agency Greenlight, only 36% of digital marketers are confident that they are targeting the right audience with their campaigns.

The agency surveyed over 200 digital marketers from across the UK and found that 23% were not tracking their campaign spend at all.

“It is clear that many in the industry are...

By Colm Hebblethwaite, 21 September 2017, 0 comments. Categories: Best Practice, Content Marketing, Social Media Marketing.

Opt-in–based marketing is more than just a GDPR problem

We’re less than a year away from the EU’s General Data Protection Regulation (GDPR) taking effect, and by most accounts, many brands aren’t ready for it. Marketers, in particular, need to be out in front of the changes required for compliance because it is their job that will arguably be upended most by the legislation.

GDPR will redefine, and in some...

By Bryta Schulz, 29 August 2017, 1 comment. Categories: Best Practice, Data-driven marketing.

Analyse, report, repeat: Here’s what you need to be tracking

When your boss asks you how the online marketing efforts are doing, what do you say? “We’ve increased impressions by 30% and traffic is up 15%.” Do you know what that means for business growth? Does your boss?

Digital marketing is great for equipping businesses and marketers with the data to define their success and find unending opportunities for growth. Unfortunately, this also makes it incredibly difficult for marketing leaders to determine what truly matters to grow their company.

And yes, I say grow...

By Kathleen Lavallee, 10 August 2017, 0 comments. Categories: Attribution, Best Practice, Data-driven marketing, Web Analytics.

Scoping out business requirements for marketing production: Five common mistakes

There is little doubt that technology has a role to play in streamlining and enhancing marketing production. However, from the decision to implement one of these systems, through to its implementation, there are five critical issues that need to be dealt with to ensure its successful deployment, adoption and usage.

Gathering the business requirements for such a solution can be a challenging task that can dictate the success or failure of a project.

The solutions available, digital asset management, content...

By Tammy Michalek, 10 August 2017, 0 comments. Categories: Advertising Technology, Best Practice, Content Marketing.

Moneysupermarket fined for ignoring email opt-outs

UK price comparison website Ltd has been fined £80,000 by the Information Commissioner’s Office (ICO), for continuing to send emails to customers that had previously opted out.

The ICO is a regulatory body whose role is to upload information rights in the public interest.

Over 10 days in 2016, the company sent out a whopping 7.1 million to people who had actively asked not to be included in any further direct marketing.

The email the company sent was about the updating of...

By Colm Hebblethwaite, 21 July 2017, 0 comments. Categories: Best Practice, Email marketing.