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.

Why 2019 will be the year that advertisers successfully adopt digital personalisation

As an industry we’ve long discussed the exciting promise of combining data, with adtech and creative possibilities, to enhance the experience of digital advertising. Although frequently discussed, dynamic creative optimisation (DCO) is yet to fulfil the promise of large-scale, relevant digital communications, meanwhile technology has progressed to differentiate between ‘personalisation’ and ‘dynamic...

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.

Spiceworks report shows marketing becoming a bigger priority – with ABM and video key

More than a quarter of European organisations expect to beef up their marketing budgets in the coming year, with account-based marketing (ABM) and video high on the priority list, according to a new report from Spiceworks.

The report, which involved a survey of more than 350 B2B marketers in technology companies across North America and Europe, found half (49%) see their budgets remaining flat year on year with only 8%...

By James Bourne, 09 January 2019, 0 comments. Categories: Advertising Technology, Content Marketing.

Why generation Z will drive the growth of visual search

eCommerce navigation and exploration has remained largely unchanged in recent years, even as retailers have scrambled to pinpoint more effective and personal ways to engage their customers in the process of product discovery.

This is likely why there’s been no shortage of hype surrounding voice search technology, despite ample grounds for skepticism: A recent

A look ahead for marcomms in 2019: The technological advances that will hold the key to success

What a year 2018 was. From the early-year challenges of declining trust in all aspects of life, exacerbated by fake news, to the introduction of GDPR all alongside the ever-shifting marcomms sand, it’s been a wild ride.

The thing which really struck me about 2018 is the demonstration of the martech industry’s value through this year’s big acquisitions and mergers.

By Abe Smith, 07 January 2019, 0 comments. Categories: Advertising Technology, Branding, Publishing.

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...

What to expect from the advertising industry in 2019: Contextual, converged, and more

With 2019 already underway, we’ve wrapped up what’s been a transformative year for adland. Technology continues to develop at the speed of light, while significant policy changes have earned our industry a spot in the media limelight – not to mention the business break ups and make ups as the market continues to consolidate.

There’s no doubt that 2019 will come with its own raft of trends – here’s what...

By Oli Knight, 02 January 2019, 0 comments. Categories: Advertising Technology, Data-driven marketing, E-Commerce.

Make solving data fragmentation key for 2019 to deliver a greater customer experience

What do marketers need to do in 2019 to deliver a better customer experience? According to a new industry report, it’s all about ensuring the possibility of conversion at any point in the customer journey.

The study from advertising platform provider Criteo, which polled more than 900 direct response marketers, found – to the surprise of not many – a plethora of applications and accounts marketers have to...

Yannic Pluymackers, CMO, Lastminute.com: On management and creating moments for users

You don’t have to be a data scientist to be a CMO these days, but it helps.

That might be stretching the idiom a bit – but a data-centric background certainly hasn’t hindered Yannic Pluymackers. The chief marketing officer of Lastminute.com for more than two years – while admitting he is no data scientist himself – studied economics and statistics at university, and feels being conversant in these disciplines is...

Tabloid news and false positives: Examining the brand safety cycle

Earlier this year, broadcast giant Sky declared it is yet to resume spending with YouTube after stopping advertising on the site 18 months ago. This delivers a clear message: while the dust may have settled on those infamous ad misplacements, brand safety remains paramount for the big spenders. Moreover, protecting brands is still...

By Nick Welch, 05 December 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding.

How to achieve ‘consumer-first martech’ – and how the marketing clouds don’t quite stack up

If you’re going to invest in marketing technology, then it needs to have the customer experience at its heart. While this may seem a self-evident statement, new research from the CMO Club argues more can be done in aligning a consumer-first approach to marketing technology.

The study, which polled 69 chief marketing officers and was put together alongside Selligent Marketing Cloud, noted that both sides of the...

By James Bourne, 03 December 2018, 1 comment. Categories: Advertising Technology, Customer Experience, Marketing Cloud.

CMOs expect their budget to increase, says Gartner – but ROI needs to be seen first

CMOs are confident about their budgets increasing next year, according to Gartner – but if money is to increase, then it needs to correlate directly to business initiatives.

The analyst firm has put together a missive based on interviews with more than 600 marketing executives, with almost two thirds (63%) of CMOs expecting their budgets to go up in 2019. Budgets have remained steady this year, comprising just over a...

By James Bourne, 09 November 2018, 0 comments. Categories: Advertising Technology, Campaigns, Customer Experience.

Exploring the untapped opportunity of the 'transaction moment'

There is no question that reaching today’s digital-first audience requires a powerful online presence. So it makes sense that digital takes a sizeable 38% share of advertising spend worldwide, equal to $220 billion. But the problem is: it’s not working.

A recent study found that global marketers feel a quarter (26%) of spend will fuel ineffective channels and strategies this year, and 20% of those in the UK are...

By Geoff Smith, 07 November 2018, 0 comments. Categories: Advertising Technology, Customer Experience, Data-driven marketing.

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.

Gone in six seconds: Getting the balance right between viewability and message in short form ads

The temptation to skip an advert when it is forced upon us is never terribly far away. When that option isn’t there, like the data capture gatekeeper making sure we can’t yet access the oasis of content ahead, it is almost as if a sense of foreboding has come over our very souls.

This admittedly might be a slight overreaction. Plus it could be worse – non-skippable ads are usually only six seconds in length,...

By James Bourne, 01 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.