Predict the future then act upon it: 10 ways AI is transforming sales

In the world of commerce, AI has grown to become a useful and vital tool. One area of business where AI is having the most immediate effect is sales. Traditionally a skillset that relies on human interaction and persuasion, it is being gradually transformed by technology. According to the 2018 State of Sales Report, by Salesforce, UK sales leaders anticipate AI adoption in their industry to grow by 155% by 2020. But how exactly is AI transforming sales?

By James Isilay, 18 February 2019, 0 comments. Categories: Automation, Best Practice, Data-driven marketing.

How to choose the best martech solution for your business: A guide

The martech buying process is often a long and complex one, especially for enterprises with large deployment needs. It’s not a decision taken lightly - and key decision makers will go through huge amounts of research, sit through numerous demos, and run various test drives before making the best possible choice.

This article talks about the factors that business need to consider when choosing between different...

By Jason Lark, 13 February 2019, 0 comments. Categories: Advertising Technology, Best Practice, Branding, Data-driven marketing.

How CMOs can keep themselves in the boardroom – and get the CRO out

The role of a chief marketing officer (CMO) can often turn out to be one filled with uncertainty. At the moment, the average tenure of a CMO sits at only 44 months, and the job is often regarded as the most at risk within the C-suite. The question is: why? There are many reasons, but one common view is that CMOs struggle to prove to the rest of their C-level colleagues how...

By James Fletcher, 29 January 2019, 0 comments. Categories: Attribution, Automation, Best Practice, Branding.

Why internal communications needs to be at the centre of digital transformation

If you sometimes wonder what your communications team actually does, apart from sharing corporate news, earnings announcements and dealing with the odd crisis you may want to think again. Often viewed as the dark horse of the business, internal communications and these wizards with words have the ability to transform your organisation and employee engagement for the better.

It’s no surprise...

By Cyrus Gilbert-Rolfe, 21 January 2019, 1 comment. Categories: Best Practice, Data-driven marketing, Social Media Marketing.

A look at key martech drivers in 2019: Customer-centricity, consent and collaboration

2018 has been a tumultuous year for technology, with growing concerns of privacy and high profile scandals shaking previously unassailable giants. These giants heralded a new era of capability for marketers, creating new ways of targeting, unprecedented insight and scale. But now that customers are increasingly sensitive to data usage, and turning away from walled ecosystems, what does the future hold for marketing technology in 2019?

Ethics...

By James Gin, 15 January 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Customer Experience.

Why the advertising industry needs to reprioritise ad quality urgently

Last year, eMarketer’s Geoff Ramsey highlighted the “crisis of trust” across the digital ecosystem: not only pointing to the need for better relations between brands and consumers, but also within the marketing community itself; covering advertisers, agencies, publishers, and ad tech players.

As 2019 begins, issues with misunderstanding and mistrust persist — especially in programmatic. One of the main talking points at this...

By Rich Ottoy, 11 January 2019, 0 comments. Categories: Advertising, Attribution, Best Practice, Programmatic.

Measuring the customer success of live chat: Tips, strategies and best practice

Online marketing offers many advantages over its traditional brethren from a metrics perspective. You can, for example, examine click-through-rates to a promotion, to a blog or to an article to your website, and with eCommerce you then analyse whether that online interaction has led to a number of sales. At the core of this marketing effort is also the ability to collate customer data, which can be used with the help of a customer relationships management (CRM) system...

By Graham Jarvis, 10 January 2019, 0 comments. Categories: Best Practice, Customer Experience, Video & Audio Marketing.

The best of MarketingTech in 2018 – and what 2019 has in store for digital marketing

2018 has certainly been an interesting year both for the digital marketing industry and those at the front line. The exciting part – or terrifying, depending on where you stand – is that it is only going to get bigger, with WARC estimating in September that martech spend was at $100 billion globally.

Here, we take a...

Marketers - next year, don’t over target your audience

‘Tis the season to be jolly—not least because conference season is winding down, affording us all a break from interminable discussions about how great programmatic is if only it’d work. There will be many New Year’s resolutions pieces for marketers to digest, of course, but I’d like to offer a counterintuitive one. Next year, brands and agencies should commit to respecting their audiences to build better relationships.

In the realm of digital advertising and marketing...

By Cristina Constandache, 21 December 2018, 0 comments. Categories: Best Practice, Data-driven marketing.

Five things marketers will need to stop doing in 2019

It’s the time of year when marketers start to think about what they’ll do differently over the next 12 months. But, as well as leveraging trends and trying new techniques, there are undoubtedly certain things marketers need to stop doing in 2019 too.

Here are my top five.

Stop split-testing emails

It’s been a technique that marketers have relied on for years. Instead of endlessly scratching our heads over what’s truly the best creative or the most eye-catching email subject line,...

By Adam Oldfield, 20 December 2018, 0 comments. Categories: Best Practice.

Jon Buchan: On how to secure leads and meetings by disarming – then charming – your prospects

It’s 9am on a regular working day, sometime around 2012. The computer has just been fired up, the coffee is starting to cool, and you ease yourself into proceedings with a cursory scan of your inbox. The vast majority of what you find is not to your taste. Emails that are full of jargon, with a cliched call to action, and so lacking in personalisation that they all blur into one dirge of dullness.

It certainly...

By James Bourne, 29 November 2018, 0 comments. Categories: Best Practice, Content Marketing, Email marketing.

How to make your agency more agile: Real-time collaboration and uniting workflows

It’s never been more important for agencies - digital, creative or marketing - to be agile. With tight deadlines and requests constantly coming in, it's important to stay on top of each and every project. But even in a digitally-focused agency, information tends only to travel at the speed of meetings, and tasks are often treated like hot potatoes - bandied around from one person to another.

By Patricia DuChene, 13 November 2018, 1 comment. Categories: Best Practice, Case Studies.

A mythbusting look at proximity marketing: Integrations and campaign best practices

The opportunities through location and proximity based mobile advertising are well recognised now, and retailers wanting to increase sales by bringing more people into their store have a variety of options when it comes to footfall tracking capabilities.

These allow retailers and advertisers to estimate the number of visits to a store and measure the incremental impact of proximity focused campaigns on the number of visits to...

By Noelia Amoedo, 06 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Best Practice, Mobile Marketing.

B2B marketing: It’s time to talk to people, not companies

Over the past decade, the emergence of the digital age has meant that technology has invaded all aspects of our lives — and marketing is no exception. Big data, artificial intelligence, and rapid innovation mean that change is constant, and yet at the same time, we are also experiencing a back-to-basics approach in human-centric thinking.

B2B products and services have a reputation for being boring and hard to understand, and traditional marketing efforts haven’t done much to change this. Now,...

By Joyce Solano, 25 October 2018, 0 comments. Categories: Best Practice, Big Data, Customer Experience.

Why 'cheap traffic' costs a lot more to your business than you think

Publishers are under immense pressure to provide high-volume traffic in order to meet demand, especially with prices reducing over time. Because of this, they will often reach out to third parties in order to increase their traffic volume, known as traffic-sourcing.

While there are reliable sources, there are also many fraud schemes in this arena, some of which are very difficult to stop and prevent. These smart fraud schemes look like other sourced traffic on the surface, enticing publishers to buy even more...

By Asaf Greiner, 24 October 2018, 0 comments. Categories: Advertising, Attribution, Best Practice, Web Analytics.

Why agencies need to take the lead in ad tech transparency

The world’s biggest advertisers have called time on the lack of transparency in digital advertising.

P&G’s ad chief Marc Pritchard summed it up: “The days of giving digital a pass are over – it’s time to grow up. It’s time for action.”

However, agencies can only go so far if they are tied into contracts and relationships with...

By Daryl Young, 24 October 2018, 0 comments. Categories: Advertising Technology, Best Practice.

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.