How advanced data analytics will continue to streamline digital marketing strategy in 2020
It’s not controversial to suggest that talk of data analytics, over the last two decades, has far exceeded the examples of its successful implementation. We aren’t talking here about basic Google Analytics, but of programmes of activity and technology that really delves deep into improving insights and targeting, and dramatically impacts commercial decision making.
Perhaps the best...
When retargeting means additional app revenue: A guide
Marketers working within the mobile ad industry know how fierce the competition for user acquisition can be in the app promotion space. It’s expensive to acquire new users and many times the cost per install or cost per action that advertisers get in their campaigns is higher than the goal itself.
Under these conditions, it’s no surprise to see marketers dedicate a lot of time and effort to user acquisition: they...
How to deliver the experiences the CMO craves – through the systems the CIO needs
The collaborative relationship between a CMO and a CIO is crucial and has increasingly become a hot topic. Forrester recently stated that a CMO’s collaboration with a CIO is one of the four essential steps for a CMO planning their marketing evolution, while according to IDG’s State of the CIO research, 55% of CIOs are spending
2020 in digital marketing: From brand-based to people-based identity and privacy pushes
Opinion 2020 is shaping up to be the year of people-based identity. Marketers are becoming increasingly engaged with trying to understand what this means to them, and how they should be incorporating a notion of identity into their business strategy. Across conferences this year, we’ve noticed heightened engagement from significant, game-changing brands - talking about identity on stage and running people-based marketing campaigns.
Consumer-data privacy and personalisation at scale: Strategies to get it right
Personalisation at scale is where retailers and consumer brands are competing to win. But in focusing on “playing offense” to capture value, executives are often overlooking their “defence”: preserving, protecting, enabling, and accelerating the hard-won gains of their digital efforts by ensuring that personalisation at scale keeps personal data secure and private.
Why marketers need to be clever with context to get their 2020 advertising strategies right
Which user data works best for marketing? A consensus has never been reached, so advertisers have always had to keep multiple plates spinning, from behavioural data and location data to IP addresses, cookies and beyond.
However, since GDPR came into force, it is no longer a question of whether advertisers have enough data points, but whether they are using them correctly. The Europe-wide legislation has suddenly made everyone conscious of the fact that companies are collecting and using their personal data...
For luxury brands, the possibilities of programmatic cannot be ignored
For luxury brands, creating customer relationships, and the revenues they bring, is everything. A $25,000 watch or $150,000 vehicle is rarely an impulse buy, but instead a purchase achieved after many different points of engagement.
An increasingly higher percentage of all ad budgets is being taken up by programmatic advertising, and luxury brands and their marketing efforts need to hop on board with this trend. Digital...
Privacy and real-time bidding: An updated guide for adtech vendors and publishers
This all changed in June and July of this year, when the ICO published respectively a
Gartner finds UK marketing budgets are on the slide – but optimism for the future
Analyst firm Gartner has put together something of a gloomy series of missives around the digital marketing sector in recent months – and its pessimistic look on UK marketing budgets released today is no different.
The company’s 2019-2020 CMO Spend Survey has revealed UK marketing budget allocations are overall ‘significantly’ behind their US counterparts. Yet while spend is cooling off in certain areas,...
It’s crunch time for cookie bashers: Why we need cookies to protect the open Internet
Cookies came onto the scene in the mid 90s, and, like most millennials, they’re a little misunderstood. But this time, it’s got nothing to do with avocado toast.
For many of us, the word ‘cookie’ has become a bit of a byword for peskiness – associated with annoying ads and relentless targeting, not to mention clumsy permission-based puns (guilty as charged.) This...
A guide to retargeting for increasing conversions: The three questions you need to ask
In many cases, a bit of retargeting is needed to align your marketing goals with your business goals and draw in the right customers.
By retargeting, you can drive people to your website with specific content that is more in-tune with consumer trends. A strong retargeting strategy is excellent for turning window shoppers into buyers and increasing conversion rates.
Here are some questions to ask yourself...
We are at the tipping point in defeating mobile ad fraud: What more needs to be done?
Mobile ad fraud is an issue for everyone working in the programmatic industry, and it’s clear that there is an overwhelming tide of parties committing it.
Many sources suggest that 40% of a typical advertising investment ends up being fraudulent. Within this, global loss to mobile-based ad fraud is estimated to make up almost half of total digital ad...
Three ways you can use Google’s tools to dominate local search
Often, when companies think about search engine optimisation, it’s largely focused on determining where their business shows up on a search results page. While this is, of course, an important part of the equation, it also assumes that all search is the same. In truth, search results are not created equal — especially when it comes to those for local businesses.
Unlike companies that operate primarily online or...
Google says goodbye to the Average Position metric: What do marketers need to know from here?
In advertising, there are several key questions that are always bandied around: how are our ads performing? What’s the ROI like? Are we increasing brand awareness?
Marketers using Google Ads have been comfortable responding to these questions, often relying on the ‘average position’ metric but as of September 30 that metric was fully retired to make way for...
Artificial intelligence can bring marketing and sales closer together – and improve the buyer experience
B2B buyers’ purchasing criteria are changing and their expectations are now higher than ever before. As the B2B sales cycle gets longer and more complex, sales and marketing need to be more strategic in how they approach, persuade and nurture their prospects and customers. Whilst having a great product at the right price point is certainly important, it doesn’t guarantee success and today’s buyers are looking for more than just a one-stop-shop sales pitch.
The cookies crumble: Is enhanced digital privacy the end of programmatic as we know it?
The ad tech industry has faced a flood of challenges — with the GDPR driving stricter data regulation, brand safety concerns sparking the ‘adpocalypse’, and Apple’s Safari ITP limiting cookie use. Add Google’s updated Chrome privacy features to the mix, and many are left wondering:...
Whether in-house, outsource, or anything in between, agencies can – and do – help
Programmatic is now mainstream – expected to account for almost 90% of digital display ad spend in the UK next year – so brands naturally want to understand it better and gain more control over how their advertising budgets are spent.
To achieve this greater level of...
How to define your social media strategy – in six simple steps
Social media is an immensely powerful tool that, when used correctly, can increase brand awareness and perception, grow a loyal customer base and demonstrate an ‘always on’ customer service.
However, in order to have an established, consistent and successful presence online, there must firstly be a strong strategy in place. Otherwise organisations are missing out on a huge opportunity, and the competition is likely to take full advantage.
But what should marketing managers, and their teams, be...
Why continuous testing holds the key to effective omnichannel marketing
Innovation isn’t just what keeps marketing interesting; it’s an essential part of the job. The constant stream of channels, tools and technologies makes for an ever-changing landscape, and an expanding list of priorities. No wonder CMOs currently devote 16% of their budgets to innovation and 9% feel it’s crucial to deliver...