Why “romanticising the loss of jobs to technology is like complaining antibiotics put grave diggers out of work”

“Romanticising the loss of jobs to technology is little better than complaining that antibiotics put too many grave diggers out of work. The transfer of labour from humans to our inventions is nothing less than the history of civilization. It is inseparable from centuries of rising living standards and improvements in human rights.

“What a luxury to sit in a climate-controlled room with access to the sum of human knowledge on a device in your pocket and lament how we don’t work with our hands...

By Jeremy Waite, 22 May 2018, 0 comments. Categories: Automation, Best Practice, Customer Experience, Data-driven marketing.

The mighty power of the micro-influencer: Going beyond the generic brand ambassadors

There’s little doubt that influencer marketing is now a bona fide part of the marketing mix. A recent study by Affilinet found that UK consumers aged between 18 - 30 were five times more likely to purchase something promoted or reviewed by an influencer or a brand ambassador. It is the ability to bring authenticity to sponsored posts which has seen brands generate success from their influencer marketing...

By Amir Jirbandey, 18 May 2018, 1 comment. Categories: Best Practice, Branding, Personalised Marketing.

Analysing ‘digital body language’ and getting real-time responses from your users

Can you tell whether your website users are engaged? Frustrated? Bored? Your customers’ emotions and mindsets are valuable information for personalising service. In brick-and-mortar stores, this information is readily available through body language.

The digitalisation of retail removes body language from the equation, and makes online service personalisation that bit harder. Ecommerce brands can’t rely on tell-tale hand gestures or eye flickers to gauge customer mindset. But ecommerce...

By Howard Williams, 17 May 2018, 0 comments. Categories: Best Practice, Customer Experience.

Why emotional intelligence needs to be better utilised in customer service interactions

Daniel Goleman, the psychologist who popularised the term ‘emotional intelligence’ (the ability to read, understand and respond to human emotions appropriately) argued that Emotional Intelligence (EI) was just as important as IQ when it comes to leadership and achieving success at work.

He suggested that decision makers should look beyond the typical skillsets required for customer service work, and instead find ways to measure the EI of...

By Adam Wilkinson, 16 May 2018, 1 comment. Categories: Best Practice, Customer Experience, Data-driven marketing.

A last-minute GDPR checklist: Data mapping, privacy notices, and more

GDPR goes into effect in just a few days, and while your company has probably been working for months (or more) to be compliant with this groundbreaking new regulation, here are five items that should be at the top of your last-minute GDPR checklist. 

Map your data

Article 30 of the GDPR requires data controllers and processors to have a record of processing containing certain high-level attributes (e.g., purpose of processing, a description of categories of data subjects and categories of personal data,...

By Brian Philbrook, 15 May 2018, 0 comments. Categories: Best Practice, Data-driven marketing.

Why omnichannel is the answer to the retail apocalypse

2018 has seen UK retail undergo a catastrophic shakeup, as High Street shops close at an increasing rate, big brands like Toys ‘R’ Us and Maplin go under and others like Prezzo and Carpetright struggle to stay afloat.

It is now a cliche to say that digital has had a big role to play in this potential retail armageddon. Several major market changes, such as the proliferation of mobile devices and Amazon’s meteoric rise...

By Sam O'Meara, 01 May 2018, 0 comments. Categories: Best Practice, Branding, Customer Experience, Personalised Marketing.

Why integration is the future for design agencies

Integrated versus specialist is a topic that has been hotly debated in recent years on both sides of the client-agency divide.

For agencies it’s about balancing the need for efficiency of internal processes, with demonstrating true value that you bring to clients, whilst remaining competitive within the continuously fragmented agency landscape.

It’s argued that there is a need for a new model for the ‘agency of the future’ that actually features interdisciplinary teams or even...

By Chris Harris, 27 April 2018, 0 comments. Categories: Best Practice, Branding, Campaigns.

From ads.txt to RTB 3.0: Getting to grips with the latest evolution in the ad fraud battle

Like any other fast developing industry, digital advertising has experienced growing pains. As power and influence have increased — its 12% share of all ad budgets in 2009 rising to become 40% of today’s $578 billion spending pot — so has the interest of fraudsters. Recent studies show that global ad fraud losses could cost as much as $16.4 billion...

By Ally Stuart, 23 April 2018, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

Is ‘measurement culture’ killing creativity?

Data has redefined the marketing game in the last decade. Before, marketers would pump content out to their chosen medium and judge its success based on any increase in sales. Now, they sit on top of a pile of data that can tell them exactly how their campaigns are performing.

But is this ocean of data putting the focus of modern marketing too heavily on analysis, measurement and insight at the cost of creativity?

This seems to be a common view, according to a survey of 250 marketing decision-makers, with 72%...

By Colm Hebblethwaite, 17 April 2018, 0 comments. Categories: Best Practice, Branding, Content Marketing.

Bravery: challenging the client

The best client-agency relationships involve a creative partnership – listening and inputting on both sides. The client knows their business and their sector best and may also have a strong in-house marketing and communications team. Meanwhile, the agency knows (or should know) the best routes to market and have a strong sense of what’s going to resonate most in the media and other external forums.

To simplify what can be a complex equation, it’s when content knowledge meets communications...

By David Morgan, 12 April 2018, 0 comments. Categories: Best Practice, Customer Experience.

Smaller agencies filling gaps of declining AOR model

Business leaders at large multinational companies that work with marketing firms are still mostly relying on Agencies of Record (AOR). A new survey carried out by the Economist Intelligence unit for Globality asked 307 multinational business leaders with annual turnovers of £1bn, finds that 58% currently use an AOR.

But, as many companies face pressure to create more value from their marketing strategies, many are beginning to move away from large agencies and towards smaller specialists. 66% of those...

By Colm Hebblethwaite, 09 April 2018, 0 comments. Categories: Best Practice.

If you want to disrupt – listen to the haters

Meet the 2017 CNBC Disruptor 50 companies. All CMOs who read this list do so hoping none of the companies on it are targeting their industries.

Disruptors aren’t interested in playing nice; they want to change the game. Enterprise leaders facing disruptive startups could find themselves outgunned if they don’t learn how to navigate a new type of battlefield.

Gillette was 

By Darshan Mehta, 03 April 2018, 0 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.

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.