Adobe adds batch of new marketing tech & analytics features

Adobe has announced a suite of updates to its cloud marketing stack, including attribution improvements and the ability to hyper-personalise ads for marketers in the travel sector.

The software company launched Attribution IQ at Cannes Lions earlier this week, an update to its Analytics Cloud that will offer marketers a 10 different models for measuring the effect of their marketing campaigns.

In a blog post, Adobe Analytics’ senior...

Connecting head and heart: The new anatomy of advertising personalisation

Personalisation in the advertising industry probably began 60 years ago when Lester Wunderman first invented the idea of direct mail and the concept of targeting messaging to individual consumers.

It took the rest of the industry a few years to catch up but catch up it did and so began half century of mailboxes piled high with “personal offers” addressed to you, or similar(ish) to you, or someone who lived in your house three moves ago.

While it was understood that the more personalised the...

By Kieron McCann, 20 June 2018, 0 comments. Categories: Customer Experience, E-Commerce, Personalised Marketing.

The new retail frontier: Next level personalisation

The best retailers will embrace new digital tools that make it easier to personalise every encounter from that first moment of inspiration to finally taking action. In spite of this, it’s surprising to see that almost two-thirds (62%) of UK marketers say they do not incorporate personalisation into their campaigns, according to a recent State of Digital Commerce report from Episerver.  

Whether you work for an eCommerce brand, mass retailer, or the next great direct-to-consumer business, we can all...

By Amy Vener, 15 June 2018, 0 comments. Categories: Branding, Campaigns, Data-driven marketing, Personalised Marketing.

Salesforce and Google ramp up data sharing partnership for CRM marketing

Following integration between their CRM and analytics products late last year, Salesforce and Google have announced that they will now share data between Salesforce Marketing Cloud and Google Analytics 360.

The tie-in between the two cloud-based products, which is already in trial with brands including Ticketmaster, would allow Salesforce customers to access insights from both platforms to build highly-personalised and reactive campaigns based on cross-channel insights.

Speaking to TechCrunch,...

By Mark Jones, 13 June 2018, 0 comments. Categories: CRM, Marketing Cloud, Personalised Marketing, Web Analytics.

Native ad leader Outbrain acquires AdNgin for automated ad content optimisation

New York-based native ad firm Outbrain has acquired AdNgin, a UI (user interface) optimisation specialist built to enhance the reader experience.

The buyout - made for an undisclosed fee - marks the sixth for Outbrain since its founding in 2006, including the more recent purchases of content discovery platforms Zemanta and Revee as part of the company’s aggressive growth efforts and continued leadership in the native advertising sector. 

According to the announcement, Outbrain was attracted to...

Imagine – a chatbot you actually want to chat with? Here’s how it’s possible

As consumers, do we look to the experience or do we look to the result when dealing with brands?

An enjoyable interaction with a brand counts for nothing if we don’t end up with what we want, no matter how charming the sales person was. However, the same can be said if we end up with the thing we want but only after a charmless, cold and unenjoyable experience to get to that point.

Being able to balance the two has always been the ultimate goal of most brands, especially within key consumer led...

How time spent in apps can give you back time in real life

With three hours a day on average worldwide spent in apps, it’s no wonder that our smartphones have become intrinsic to our everyday lives. With the multitude of apps available, our smartphones are overwhelmingly personal – glancing at a few pages of someone’s chosen apps provides a uniquely intimate snapshot into their daily life and personal interests. From mobile banking and retail shopping apps, to Google docs, social messaging and publisher apps, our smartphone is the primary platform...

New ways of selling: Understanding the changing landscape of customers

While there is no doubt that improving customer service quite rightly lies at the top of the page of every business mandate, stopping the problem in the first place – prevention rather than cure – surely must have a place on the list; and investment in that option must be considered as a nearer term strategy?

Understanding the changing landscape of our customers and being able to adapt to their needs requires a different approach to more traditional sales interactions – and means creating...

By Max Eaglen, 21 May 2018, 0 comments. Categories: Commerce, Customer Experience, Personalised Marketing.

The mighty power of the micro-influencer: Going beyond the generic brand ambassadors

There’s little doubt that influencer marketing is now a bona fide part of the marketing mix. A recent study by Affilinet found that UK consumers aged between 18 - 30 were five times more likely to purchase something promoted or reviewed by an influencer or a brand ambassador. It is the ability to bring authenticity to sponsored posts which has seen brands generate success from their influencer marketing...

By Amir Jirbandey, 18 May 2018, 1 comment. Categories: Best Practice, Branding, Personalised Marketing.

Overcoming the B2B conversion hurdle: What are digital marketers missing?

A recent article on Forbes.com revealed that B2B customers progress more than 70% of the way through the decision-making process before engaging a sales representative. For many organisations, this will have made for a frightening read. And the immediate, almost knee-jerk reaction, will have been to panic about how to ‘seal the deal’ in the final 30% of the time they’ll dedicate to their pre-purchase assessment.

But the trick here isn’t to rush into offering crazy discounts or...

Why omnichannel is the answer to the retail apocalypse

2018 has seen UK retail undergo a catastrophic shakeup, as High Street shops close at an increasing rate, big brands like Toys ‘R’ Us and Maplin go under and others like Prezzo and Carpetright struggle to stay afloat.

It is now a cliche to say that digital has had a big role to play in this potential retail armageddon. Several major market changes, such as the proliferation of mobile devices and Amazon’s meteoric rise...

By Sam O'Meara, 01 May 2018, 0 comments. Categories: Best Practice, Branding, Customer Experience, Personalised Marketing.

Four ways to maximise Amazon's social marketing power

Whilst Google is known for dominating search marketing, Amazon has started giving the search giant a run for its ad revenue – something that astute marketers will have seen coming for some time now.

According to WPP, 55% of product searches in the US now emanate from Amazon, and advertising has been a key contributor to their strong growth - 60% year on year.

This should come as little surprise; after all,  the e-retail giant has not only completely transformed the way we do business, both in...

Transparency in advertising is simple – just ask for it

Transparency is surely one of the advertising industry’s favourite buzzwords. And yet, for a term so oft-used, it maintains an aura of mystery - it is the holy grail of advertising, highly sought after but seemingly so hard to achieve.

But this simply isn’t the case. Transparent relationships are so much more straightforward than ones built on ambiguous foundations.  And how to achieve such a relationship? Well, in my view, it’s simple - you just need to ask for it.

Pinning transparency to the...

By Sacha Berlik, 27 April 2018, 0 comments. Categories: Advertising, Customer Experience, Personalised Marketing.

It’s no longer a choice between targeting or audience reach: Both are imperative to succeed

It used to be so simple. If you were looking to acquire new customers you needed the reach of mass campaigns to attract them to you. If you wanted to build and enhance relationships with existing customers, you needed to deploy what you had learned and tailor your targeted messages precisely.

Now, thanks to ad blocking, savvy consumers opt-out more easily than ever, so ensuring communications are accurately targeted to potential customers is imperative.

Simultaneously, respecting and acknowledging...

By Richard Foster, 17 April 2018, 0 comments. Categories: Personalised Marketing.

Innovation, personalisation and experimentation: Why you might not be doing any of it right

The word ‘innovation’ must rank fairly highly on a list of the most used and abused buzzwords in digital marketing today. Every organisation thinks that they’re innovative in some form or other – but are they going about it the right way?

San Francisco-based Optimizely believes not. According to Global Head of Strategy Hazjier Pourkhalkhali – who would like to believe his company is ‘the biggest digital laboratory in the world’ – three quarters of all...

Consumers want customisation and service while brands offer discounts

New research provides further evidence that marketers are missing the mark when it comes to personalisation. According to Epsilon’s report, there is often a disconnect between marketers and the consumers they are trying to reach, centring around a misunderstanding of what the latter actually want from personalisation.

In a survey of consumers, the company found that 32% want brands to customise their...

By Colm Hebblethwaite, 12 April 2018, 0 comments. Categories: Personalised Marketing.

Case study: Personalised messaging helps reassure consumers making their first ‘adult’ purchase

Despite the relative anonymity of the internet and ecommerce transactions, some people can still be a little uncertain when it comes to making certain more, ahem, risqué purchases.

The adult retail industry (think lingerie and adult gifts) has some fairly unique challenges when it comes to new customer acquisition. The main factor at work here is first time buyers being worried about whether or not the purchase is ‘normal’ and whether they should be embarrassed or ashamed about...

By Colm Hebblethwaite, 10 April 2018, 0 comments. Categories: Personalised Marketing.

Here’s how we can really ‘fix Facebook’

Facebook seems to have a good way of dealing with issues. They deal with them before they happen. Following the Cambridge Analytica data breach, they claimed this couldn’t happen on Facebook today. Job done.

Likewise, Google were easily able to solve the brand safety concerns on YouTube with a few tweaks to their algorithm last year. Not to mention, they’ve also recently solved the fake news problem with their Google News Initiative.

Of course, the problem with these solutions is the continued...

Its all about ‘LUV’ for relationship marketers

Power of LUV.

If you’re a relationship marketer, the questions you ask yourself at work sound very similar to the questions you ask when you’re dating. How do you go about giving a good first impression? What are ways to keep the conversation going? And how do you make your interactions meaningful?

There is a very similar give and take when it comes to creating great customer engagement. In order to foster a positive relationship in today’s crowded marketplaces, marketers need to put in the...

By Christopher Baldwin, 28 March 2018, 0 comments. Categories: Customer Experience, Personalised Marketing.

Tapping into the power and influence of online reviews

Every day we make simple and complex decisions. There are a lot of factors that go into our decision-making process. Some factors are very clear, others are subtler.

Take a moment to think about the last time you made a big purchase – a new computer, a winter coat, or an all-inclusive holiday package. To start your purchase journey, you probably checked out a brand’s digital channels: a website, a Facebook page or a blog. While there, you might have quickly posted something to your own social...

By Dayle Hall, 09 March 2018, 1 comment. Categories: Customer Experience, Personalised Marketing.