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.

Making your marketing more sophisticated: Engage customers and save time with intelligent output

Many marketing departments will say there are not enough hours in the day to get everything done, however, the problem is that quite often they’re focusing on the wrong things.

For example, most marketers report that building an email takes between 30-50 minutes and landing pages up to two hours. Others simply don’t have the time to complete such tasks. Why is this still the case?

By Adam Oldfield, 10 January 2020, 0 comments. Categories: Automation, Best Practice, Content Marketing, Email marketing.

2020 resolutions for influencer marketing: Taking responsibility and control

2019 was a tricky year for influencer marketing. It started with the release of Netflix’s ‘The Greatest Party That Never Happened’ which documented how Fyre Festival’s organisers used influencers to dupe consumers, and then it ended with three well-known UK influencers unknowingly promoting a diet drink laced...

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...

Why taking your own path for digital marketing learning is daunting – but worth it

In 2012, SEO was the major concern for any business looking to flex their digital muscle. Every pronouncement and product update from Matt Cutts, then Google head of search quality, was akin to a word from God.

But digital marketing, as any professional knows, does not stand still for long.

Tommy...

By James Bourne, 11 December 2019, 0 comments. Categories: Best Practice, Content Marketing, Gamification, Search Marketing.

Privacy and real-time bidding: An updated guide for adtech vendors and publishers

Until the summer of 2019, the Information Commissioner’s Office (ICO), the UK’s privacy regulator, had not been particularly pro-active in enforcing the law on data protection in respect of the use of cookies and programmatic advertising based on real-time bidding (RTB).

This all changed in June and July of this year, when the ICO published respectively a

By Raj Shah, 29 November 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic, Publishing.

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...

CMOs lacking confidence in their abilities but they deserve a boardroom seat, report argues

You’ve heard of the concept of ‘impostor syndrome’ – but does that feeling still pervade when you get to the highest echelons of your profession?

According to a new study from Deloitte, CMOs periodically suffer from a crisis of confidence – although the good news is that the C-suite has plenty of faith in their abilities.

The report, which surveyed 575 C-suite...

By James Bourne, 19 September 2019, 0 comments. Categories: Attribution, Best Practice, CMO, Customer Experience.

The new marketing jobs which will emerge in the next decade - from creative to data

Once upon a time, the world of the marketer was very simple: acquire people’s attention and then shout the loudest. This approach worked well with fewer channels and longer attention spans. Today, however, we are assailed with literally hundreds if not thousands of messages every day, with algorithms that predict exactly what to serve our audiences and when.

The business of marketing is now fiendishly complex to master. One wrong step and brands that have taken years to build can suffer catastrophic...

By Euan Davis, 29 August 2019, 0 comments. Categories: Automation, Best Practice, Data-driven marketing, Data Science.

While JustEat and Uber Eats fight for their share of the turf – restaurants can capitalise

In the last month, JustEat announced more than 100 layoffs as the result of increased competition from Uber Eats and Deliveroo. Meanwhile, Uber just suffered its worst ever financial quarter, losing a staggering £4bn in just three months – even though its share price remained unaffected.

Given the uncertainty surrounding these businesses, predicting the future of the food delivery...

By Patrick Clover, 21 August 2019, 0 comments. Categories: Automation, Best Practice, Customer Experience.

Good news, fake news: The media’s fight for encryption – and against misinformation

According to reports, senior figures in the Trump administration held a meeting last month to consider whether to pursue legislation outlawing end-to-end encryption on US-made messaging apps.

While the ultimate outcome of the meeting is yet to be seen, it brings to light a serious question that we all - governments, consumers and businesses - need to ask ourselves: what do we lose when private messaging is truly private?

On the one hand, end-to-end encryption means that...

By Dan Levy, 15 August 2019, 0 comments. Categories: Attribution, Best Practice, Publishing.

Why empathy is the most underrated weapon in the marketer’s arsenal today

In a 2014 New York Times article, Sam Tanenhaus argued that millennials were ‘Generation Nice’. He pointed to shopping habits (millennials prefer chemical-free goods and ‘disposable’ clothing) and food choices (vegan, vegetarian and gluten-free eating has become increasingly popular). He concluded that ‘these habits and tastes look less like narcissism than communalism. Its highest value isn’t self-promotion, but empathy.’

By Daniel Andrews, 08 August 2019, 0 comments. Categories: Best Practice, Customer Experience.

Opinion: Have marketers learned anything since Cambridge Analytica?

When the Cambridge Analytica story broke last year, it represented a real turning point. All across the country, Facebook users downloaded their data files and expressed shock at the information collected - especially considering these details could have been used by the consultancy firm to influence their voting behaviour.

However, I – and many other marketers – were not surprised by the contents of our

By Tom Chapman, 05 August 2019, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, Social Media Marketing.

How to maximise marketing initiatives in AI - without alienating your customers

Data mining is undoubtedly transforming marketing as we know it. Artificial intelligence (AI) is not only automating some of the most mundane and time-consuming processes, but it’s also solving the once unsolvable issue of how to turn terabytes of consumer-generated interactions into personalised experiences for each individual. AI does this at a scale beyond a marketer’s wildest dreams. 

By Tim Stone, 01 August 2019, 0 comments. Categories: Attribution, Automation, Best Practice, Customer Experience.

'Halo effect' reveals importance of mobile ads in high quality environments

How does the environment in which an advert resides influence its performance? According to a new report from Integral Ad Science (IAS), adverts viewed in high quality mobile web environments were perceived significantly better than those in lower-grade versions.

The study, titled 'The Halo Effect: Ad Environment & Receptivity', observed 50 participants and their reactions to articles and creative content across 30 minutes. 

The report found three quarters (74%) of participants perceived ads...

By James Bourne, 17 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Mobile Marketing.

The biggest challenge facing CMOs today: Building, measuring, and maintaining brand equity

Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San Francisco titled, “It’s a Modern Marketing World: Creating a Frictionless Customer Experience.”

During our discussion, host Professor Eric Bradlow, faculty director of the WCAI, brought up a key point that struck a chord with me. “Marketing builds brands. Time kills brands.”

Bradlow’s statement is rooted in his...