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.

Adobe reveals Magento integrations following acquistion this year

Less than six months after acquiring for $1.7bn, Adobe has announced the first integration of Magento, outlining ambitions to “make every experience shoppable”.  

The announcement was made at Magento Live Europe in Barcelona, where Adobe’s senior VP of commerce, Mark Lavelle (formerly Magento CEO), explained the goal behind the cloud-to-cloud integrations: “Consumers expect every interaction with a brand to be contextual, intuitive and meaningful, but...

By Mark Jones, 10 October 2018, 0 comments. Categories: Advertising Technology, Campaigns, Customer Experience, E-Commerce.

‘Project Dragonfly’: Google's rumoured censor-friendly launch in China

It’s common knowledge that Google, as present as it is in our daily lives, does not enjoy the same ubiquity in China, and hasn’t done for eight years.

Leaked meeting minutes from the corporation, however, suggest that could be about to change.

Codenamed ‘Project Dragonfly’, the search giant is allegedly in the midst of a bid to launch in China in an iteration that would play ball with Beijing’s hardline censorship policies.

According to a transcript from a meeting led by...

By Mark Jones, 10 October 2018, 0 comments. Categories: Advertising Technology, Best Practice, Organic Search, Search Marketing.

How much of your ‘working media’ is actually working?

The “working media” debate, i.e. what percentage of advertiser programmatic budgets get spent on pure media (and what this percentage should be), has been raging for some time now.

It’s a contentious topic, fueled by a historic lack of transparency, but one that, I feel, has a simple solution:

1.   Work with partners who can give you full transparency of the programmatic value...

By Joey Henderson, 08 October 2018, 0 comments. Categories: Advertising Technology, Attribution, Programmatic.

Lack of tech skills could hamper $11.5 in global industry growth, finds Accenture

Today’s education and training systems are not keeping up with the current demand for skills and the emergence of new technologies, and the result is a widening skills gap that threatens to hamper $11.5T in global growth.

That’s according to an analysis by the global management and professional services firm Accenture, which concludes that new approaches to learning are desperately needed if businesses are to achieve the growth...

By Mark Jones, 03 October 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

Wake up call for retailers: My car realised I’d moved, but Amazon didn’t

I recently moved into a new home and in a two-month stretch spent a significant amount of money on Amazon.com buying numerous furnishings, decorator items and appliances.

It struck me that despite being a loyal customer and Prime member, Amazon never figured out I was moving nor suggested any items or services I might consider for my new home. I wasn’t offered any...

Forget AR: Visual search will be the hottest e-commerce tech among millennials

It’s been a big week for visual search.

In a partnership with Amazon, Snapchat announced it was testing a new tool allowing users to take a photo of a product or barcode and, if recognised, launch an Amazon product page to learn more and (hopefully) make a purchase.

On 20th birthday week, meanwhile, Google announced the integration of its AI-driven Lens into...

By Mark Jones, 27 September 2018, 0 comments. Categories: Advertising Technology, E-Commerce, M-Commerce, Search Marketing.

Global martech spend is estimated at $100bn, according to WARC

Global marketing spend is booming, according to a new study by marketing intelligence firm Warc, and traditional media is “paying the price”.

According to the group’s Martech: 2019 and Beyond survey based on responses from more than 800 brands and agencies in the UK, North America, Asia Pacific (APAC) and continental Europe, spend on martech is now worth an estimated $99.9bn (£76bn).

In the UK and North America, brands upped their budgets on marketing technology - email and social...

By Mark Jones, 24 September 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

Adobe’s purchase of Marketo’s B2B martech ‘resets the playing field’

Adobe has confirmed that it will be acquiring the privately-held cloud marketing software group Marketo from Vista Equity Partners for $4.75bn (£3.6bn). The sale price is a near $3bn (£2.3bn) mark-up on Vista’s 2016 purchase price of $1.8bn (£1.4bn).

The announcement yesterday followed rumours of an impending deal last week as reported by Marketing Tech, and speculation around the impact the...

By Mark Jones, 21 September 2018, 0 comments. Categories: Advertising Technology, Automation, Customer Experience.

#DMWF Europe: Three observations from Digital Marketing World Forum

A former 19th century-commodity exchange standing bold, brick-red, but very much at home in the dead centre of Amsterdam, the Beurs van Berlage seemed a fitting home for #DMWF Europe (Digital Marketing World Forum) 2018.

It was a conference that held a pervasive frankness around industry shortcomings, a respect for tradition and legacy, and a crucial but measured awareness of how the digital world is evolving around us. If there was one lesson to be learned from #DMWF...

By Mark Jones, 20 September 2018, 0 comments. Categories: Advertising Technology, Content Marketing, Data-driven 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.

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.

Adobe could be gearing up for a multi-billion dollar bid for Marketo

The multinational computer software company Adobe, which carved out its name with image-editing programme PhotoShop, is rumoured to be in talks to acquire Marketo, a privately-held cloud marketing software group.

If the murmurings come to fruition - which were originally reported by Reuters and are so far unconfirmed by each company - Marketo’s purchase price would likely be in the multi-billions. Vista Equity Partners paid $1.8bn for the company in 2016 and a new deal on the table is expected to be...

By Mark Jones, 14 September 2018, 0 comments. Categories: Advertising Technology, Automation, E-Commerce, Mergers and acquisitions.

Privacy-browser Brave launches GDPR ad tech ‘test case’ against Google

Brave, a privacy-focused web browser built by a Mozilla co-founder and the creator of JavaScript, Brendan Eich, has filed privacy complaints against Google in what could become a GDPR (General Data Protection Regulation) “test case” against ad tech data use.

According to a report by Reuters, Brave - which blocks ads by default in place of its own - has filed privacy...

By Mark Jones, 13 September 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Personalised Marketing.

Deloitte buys Magnetic Media’s AI platform, bolstering martech offering

Multinational professional services firm Deloitte is buying Magnetic Media’s artificial intelligence (AI) platform in a bid to secure a firm grasp on the advertising and marketing technology space. The acquisition of the New-York based martech service signals the “strategic importance” of investing in AI, machine learning and audience data analytics, according to Deloitte.

Wrapping the service into its Digital Experiences Services Platform, the deal will offer Deloitte clients more detailed...

Mobile marketing mystics: Unlocking the potential of in-app advertising

Imagine it’s the 1980s for a second. You, a crystal-gazing marketeer, explain to your CMO that the future of marketing lays in mobile telephones.

‘Mobile phones! Pfft. They’re a yuppie fad, we don’t advertise to bricks,’ might come the scowling response of this 80s stereotype.

The derision wouldn’t be misplaced. For the first four decades that mobile phones existed, they were just that: mobile (as in, portable); phones (as in, well, a phone... for calling people). Outside...

Google bought data on two-billion Mastercard users for offline retail tracking

Google has made no secret of efforts to bridge the world of online marketing and highstreet sales. It has the tech and dominance in droves, and bricks-and-mortar sales still account for over 80% of commerce - you can’t knock the logic.

In recent tweaks to its Shopping ads, the search giant even said it was making it possible for advertisers to...

By Mark Jones, 04 September 2018, 0 comments. Categories: Advertising Technology, Commerce, Paid Search.