Brands are wrestling with personalisation, more than any other marketing tactic

Achieving a fully-personalised customer experience is something today’s marketing professionals dream about, where each customer feels the brand knows them and can anticipate their every need.

Get that right, and sales and loyalty will follow.

But while personalisation is at (or very close to) the top of the digital marketer’s priority list, it’s not proving easy to implement. In fact, a report by...

By Mark Jones, 19 October 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, Personalised Marketing.

US telco giant Sprint sells mobile ad arm to InMobi

US telecoms firm Sprint has sold Pinsight Media, its mobile and data advertising company, to Indian-headquartered martech group InMobi.

The all-stock deal, the terms of which weren’t confirmed, comes as the carrier awaits approval from the FCC (Federal Communications Commission) to merge with T-Mobile.

According to a statement by InMobi, Pinsight works by partnering with leading US telcos and using their data to...

By Mark Jones, 17 October 2018, 0 comments. Categories: Data-driven marketing, Mobile Marketing, Personalised Marketing.

Why context, timing and relevance is key to B2B lead gen success

The B2B sector has changed dramatically over the last few years.

More specifically, the buying behaviours of the industry have changed, largely due to the amount of information that is available about products and services, and the ease of accessing that information. What this means for the B2B marketer is that it is becoming more difficult to engage with the right prospects— and by extension, grow market share.

Add compliance issues, such as GDPR, in the mix and the risk involved in misusing (or...

By Jon Clarke, 16 October 2018, 0 comments. Categories: Data-driven marketing, E-Commerce, Personalised Marketing.

Demographics are so pre-GDPR, but that doesn't mean the end of contextual advertising

The unthinkable has happened. The Cambridge Analytica scandal has culminated in Facebook being slapped with a fine to the tune of £500k – the maximum possible under the pre-GDPR Data Protection Act. For Zuck the mighty tech deity, the chickens have truly come home to roost. Or have they? Zuckerberg probably made more than that in the time it has taken to read this sentence…

But should GDPR...

By Emma Lacey, 09 October 2018, 0 comments. Categories: Campaigns, Data-driven marketing, Personalised Marketing.

How to build brand loyalty in the age of 'hyper personalisation'

Consumers have more power over brands than ever before. Social media gives them the ability to openly scrutinise or share their great experiences directly with a mass audience, while online shopping means brands are in an ongoing battle to cut prices, hold user attention, deliver products quickly and ultimately stay relevant to keep consumers loyal.

Consumers also expect a lot more from brands. We’ve become accustomed to recommendations from companies like Amazon, who have changed consumer expectations...

By Ofri Ben Porat, 03 October 2018, 1 comment. Categories: Customer Experience, E-Commerce, Personalised Marketing.

How close are you to a fully personalised customer experience?

Personalisation is a necessary component of customer experience in today’s environment. Providing individualised experiences promises to drive sales and increase loyalty by making each customer feel as if the brand knows them and can anticipate their needs.

Yet many companies still struggle to get this right. What can you do to ensure that your...

By Evanna Kearins, 02 October 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

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.

What does good personalisation look like to the consumer?

Creating personalised shopping experiences has long been a priority for retailers.

‘Personalisation’ started out as the in-store sales assistant who could instantly infer basic information about their customers – gender, age, etc – as well as learn about their preferences and offer them advice throughout the browsing and buying journey.

As customers complemented – or replaced – in-store with online experiences, retailers sought ways to replicate this one-to-one approach,...

By Meyar Sheik, 15 August 2018, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Personalised Marketing.

Two-thirds of organisations plan to up spend on martech, but struggling to keep pace

Nearly two-thirds (65%) of marketing organisations plan to up their spend on martech in the next year while just 5% intend to curb it, according to Walker Sands State of Martech Report 2018.

Right now, though, they’re struggling to keep up.

According to the report, based on responses from 300 marketers of varying company size, level and experience, martech certainly doesn’t suffer from a lack of interest of...

By Mark Jones, 10 August 2018, 0 comments. Categories: Advertising Technology, Marketing Cloud, Personalised Marketing.

What’s next for attribution when two-thirds of cookies are rejected?

In the early days of digital advertising, hopes were high that the industry was entering a new era of accountability. And, for a while, it did. When everyone used one browser and one device, tracking tools such as the cookie functioned as a viable approximation of individuals that powered accurate measurement and attribution.

However, times have changed.  

Not only do consumers make their activity harder to trace by using multiple connected devices — at least three per...

By Peter Falcone, 25 July 2018, 0 comments. Categories: Advertising, Attribution, Personalised Marketing, Publishing.

Over a third of banner ads across Europe weren’t seen last quarter

Less than two-thirds (61%) of banner ads were considered viewable in Europe last quarter.

The technical criteria for an ad being viewable is being at least 50% within the visible area of a browser for at least one second, and yet 39% of banners failed to meet this standard across the continent.

The findings from ad verification company Meetrics suggest three things; advertisers need to produce better creative, ad exchanges need to acquire better inventory, and that marketers are wasting a lot of money.

But while the study gives support...

By Mark Jones, 24 July 2018, 0 comments. Categories: Advertising, Branding, Personalised Marketing.

Consumer data responsibility lies with head of IT, say third of marketers

With consumer data now considered the fundamental bedrock of digital advertising and minds sharpened by the recent introduction of GDPR, you’d think marketers would have a firm grasp on where responsibility for it sits within their organisations. Wouldn’t you?

In fact, while the majority of marketers consider data use a “very important” aspect of business growth, there seems to be an ongoing conflict when it comes to who should be in charge of it.

A study by the global association for...

Why empowered marketers will own the customer experience by 2020

By 2020, customer experience is expected to overtake both price and product as a key brand differentiator. A 280-character Twitter post, Instagram snap or Facebook update from a disgruntled consumer can destroy a brand’s long-built reputation and performance in an instant, so brands must deliver a consistent, connected, competitive customer experience. Those businesses that get this right are rewarded: 68% of UK consumers in a

By Andy Berry, 12 July 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Google & Facebook are still beating small ad techs on consumer data trust

Despite the Cambridge Analytica scandal, a new study has revealed that consumers are much more likely to entrust their personally identifiable information (PII) to Facebook and Google than smaller ad tech firms.

Based on a study using replica websites featuring various opt-in request types on over 1,200 adults, the findings from Smartpipe and PSB Research found that consumers were more likely to opt-in to their data being used by big names.

In every scenario, the ‘duopoly’ came out on top, gaining...

By Mark Jones, 05 July 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Personalised Marketing.

Google’s delayed entry into GDPR consortium puts ad-funded sites at risk

Google has delayed its entry into a consortium of ad tech companies, hampering the group’s efforts to comply with the new European law for data privacy.

The information was reported to Reuters by sources involved in the programme.

The search giant’s decision to join in August will have left some firms that use its advertising services, particularly “unwitting owners” of ad-funded websites and apps, exposed to fines.

Hundreds of ad tech companies came together to build consent...

IPG to acquire data-driven marketing firm Acxiom for $2.3 billion

Interpublic Group (IPG) has confirmed the acquisition of the data-driven marketing arm of Acxiom Corporation in a deal worth $2.3 billion (£1.7 billion).

The cash deal for the Acxiom Marketing Solutions (AMS) unit has been “approved unanimously” by both company’s boards of directors.

With the transaction expected to complete by the end of the year, AMS will become part of the IPG’s media agency network MediaBrands, while the acquisition will not include Acxiom Corporation’s

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.