Programmatic exchanges remain ‘persistent challenge’ for marketers

A new study from the Association of National Advertisers (ANA) argues that achieving transparency in programmatic media buying remains ‘a persistent challenge’ for marketers – although noting there are steps companies can take.

The report, titled ‘Programmatic: Seeing Through the Financial Fog’, analysed 16.4 billion media impressions purchased on behalf of seven major advertisers across five programmatic demand-side platforms...

By James Bourne, 05 June 2017, 0 comments. Categories: Advertising Technology, Automation, Programmatic.

Three deadly marketing automation mistakes – and what to do about them

Marketing automation is a relatively new concept which can work magic for businesses of all backgrounds. However, of the companies who invest, many fail to maximize their return from that investment, or even utilize marketing automation technology to its full capacity. The truth is many of the ineffective strategies boil down to several common mistakes.

In this post, we will discuss some of the most frequently-committed blunders and how to fix them. Let’s dive in.

Not segmenting email lists

This is one of the most...

By Pratik Dholakiya, 01 June 2017, 0 comments. Categories: Automation, Data-driven marketing, Email marketing.

Mobilising and managing supply chains on the Go

All types of transportation services, whether trucking, public transport, aircraft, charter & shuttle bus services, railroads or shipping, and the warehouses that support them, are drowning in paperwork.

Paper forms such as vehicle and equipment inspections, delivery confirmations, mileage tracking, safety inspections, and so much more, are a part of a logistics company’s work.

If an organisation is using paper, it's costing them hundreds of hours of unnecessary work every year.

That’s why...

By Paul Swaddle, 26 May 2017, 0 comments. Categories: Automation, Case Studies.

The transformative potential of AI

The AI market is evolving very quickly, in two quite different directions.

The first, aligned to the IoT trend, is the application of AI to a given specific, focused use case – such as IBM’s Watson giving tax advice, self-driving cars, or consumer-focused online chatbots.

There are lots of these specific use cases, and generally they can or do operate in isolation: you don’t need any of the others for it to work. 

The second flavour of AI is broader and more all-pervasive – the...

By Daniel Domberger, 24 May 2017, 0 comments. Categories: Automation, Customer Experience.

Budgeting for marketing automation software

Marketing budgets are rising across the UK, but increased spending power brings heightened expectations and a closer eye on ROI.

Determining exactly what budget is required for marketing automation software is therefore far from straightforward.

There is the initial ‘price tag’ to consider, of course, but the true ‘cost’ of marketing automation is not just the fee for the platform itself.

If the technology is clunky, difficult or time-consuming to use, for example, it will be become a...

By Adam Oldfield, 10 May 2017, 0 comments. Categories: Automation.

Why email marketing isn’t at the heart of marketing automation

This may seem like an odd comment for an email marketing advocate to make; in fact, readers of my previous blog posts might wonder what I’m on about. After all, I’ve drafted post after post about segmentation best practice, the reactivation of dead leads and how to achieve true personalisation, and time after time I’ve hailed email as one of the incredible tools that can make the holy grail of ROI a reality.

But the important distinction is this.

Email marketing is, admittedly, an important...

By Adam Oldfield, 22 March 2017, 1 comment. Categories: Automation, Email marketing.

Marketing 4.0 in the digital economy: Moving from traditional to digital marketing

From segmentation and targeting to customer community confirmation

Traditionally, marketing always starts with segmentation—a practice of dividing the market into homogenous groups based on their geographic, demographic, psychographic, and behavioral profiles. Segmentation is typically followed by targeting—a practice of selecting one or more segments that a brand is committed to pursue based on their attractiveness and fit with the brand. Segmentation and targeting are both fundamental aspects of a brand’s...

IBM and Salesforce AI partnership offers ‘landmark’ strategic opportunity

IBM and Salesforce have announced a strategic partnership to ‘seamlessly connect’ its Watson and Einstein artificial intelligence (AI) products for an ‘unprecedented understanding of customers’.

The companies mused on possible new offerings from the combined AIs. One interesting example was through retail; through integration of weather and industry data – with The Weather Company being officially acquired by IBM at the start of 2016 –...

By James Bourne, 08 March 2017, 0 comments. Categories: Advertising Technology, Automation, Customer Experience.

Why AI and automation are among the key marketing trends to watch in 2017

With mobile usage, virtual reality and voice-search on the rise, marketers must adapt to the changing landscape in which people search and consume information in order to stay ahead of the competition.

Below are five break-out trends that organizations will need to consider in 2017 in their marketing strategies. To start, let’s look at one of the biggest and most controversial trends in marketing: The emergence of chat bots.

AI chat bots will expand beyond early adopters

Throughout 2016, we saw a rise in the number of companies using...

By Marcus Taylor, 07 March 2017, 1 comment. Categories: Advertising Technology, Automation, Search Marketing.

A guide to making marketing human in the age of artificial intelligence

(c)iStock.com/Kirillm

There is no denying that we are entering a new phase in how technology helps to connect brands with consumers.

We are moving from visual interfaces to text and voice. Language. Speaking to our devices like we speak to our friends, family and colleagues.

As messenger apps secure the lion’s share of our connected time, customers will increasingly expect and want to interact with brands in these channels.

It’s easier, effortless and convenient. And Facebook, and Viber, and Kik,...

By Dom Duhig, 19 January 2017, 0 comments. Categories: Automation, Branding, Campaigns.

The 10 things you need to ask for in a marketing automation demo

(c)iStock.com/tioloco

Marketing budgets continued to rise in 2016, advancing to 12% of company revenue, on average, according to Gartner. This ongoing investment in the profession has left the majority of marketers optimistic about the year ahead. However, with increased spending power comes heightened scrutiny from those holding the purse strings, and an even greater focus on ROI.

So, whether...

By Adam Oldfield, 18 January 2017, 1 comment. Categories: Automation, Best Practice, Email marketing.

Why you should unwrap your beacon strategy this Christmas

Along with Christmas cheer, the festive season brings with it fierce competition as brands and advertisers vie for visibility in a very crowded retail space. Achieving cut through is a struggle for advertisers.

They are confronted with the double hurdle of delivering the correct kind of content whilst facing mounting consumer apathy towards advertisements. 

What’s more, in an era of big seasonal campaigns with everything becoming an ‘event’ (started by flagship retailers such as John...

By Dan Francis, 22 December 2016, 0 comments. Categories: Automation.

Interview: Lithium CEO on how AI will change the face of marketing in 2017

(c)iStock/gradyrees

Emerging technologies are already beginning to shape how marketers perform their everyday roles; but what’s in store for the years ahead? MarketingTech gets some expert advice from CEO of Lithium Technologies Rob Tarkoff around AI, social media and replacing the CRM.

Tarkoff is certainly no stranger to the world of martech and social media, having joined Lithium in 2011 from Adobe, where he had led its $1b Digital Enterprises Solutions business unit.

By Rachael Power, 07 December 2016, 0 comments. Categories: Automation, Big Data.

Five practical use cases for dynamic predictive marketing

(c)iStock/mediaphotos

The use of predictive analytics has increased steadily over the past few years as marketers see the value in investing in this trend.

A study by Forrester Consulting reported that predictive marketers are 2.9x more likely to report revenue rate at a higher than industry average. These marketers are also 2.1x more likely to hold a commanding leadership position and 1.8x more likely to exceed...

By Pauline Brown, 29 November 2016, 0 comments. Categories: Automation, Best Practice, Big Data.

Oracle adds new features to Marketing Cloud product

(c)iStock/wellesenterprises

Oracle has released some new enhancements for its Oracle Marketing Cloud suite that aim to "simplify digital marketing" and enhance the delivery of personalised, cross-channel content. 

The feature additions to Oracle Eloqua and Oracle Content Marketing are as a result of customer expectations meaning many businesses need to rethink internal marketing processes to streamline customer expeirence. 

This means marketers and salespeople need to work closer together to...

By Rachael Power, 29 November 2016, 0 comments. Categories: Automation.

US election: The role of media, AI and bots

(c)iStock/uschools

Florida, the biggest prize of all the election 'swing states', was decided by just over 100,000 votes in a state turnout of almost 9.5m, eventually falling in favour of Donald Trump, which in turn paved the way to the White House.

This close result in itself is not entirely surprising, as four years ago Barack Obama won the state by an even smaller margin, however it seemed symbolic of an election cycle that has divided the nation like possibly no other before it.

As an impartial observer,...

By Ronny Raichura, 10 November 2016, 1 comment. Categories: Automation.

Twitter's direct message chatbots: Our verdict

(c)iStock/Prykhodov  

Brands who use Twitter direct message as a customer service tool should be pretty happy with the platform's latest addition.  

Twitter is now allowing brands to set their own welcome message, which automatically appears when a user opens the DM box. This tells customers how they can interact with the brand and can include deep links and other features.

But the magic is in the platform's new Quick Replies feature, essentially a chatbot which prompts people with suggestions as to how to...

By Rachael Power, 04 November 2016, 0 comments. Categories: Automation, Social Media Marketing.

Marketers becoming more optimistic about company martech adoption

Technology seems to be evolving at a faster and faster pace as the years progress, and marketing tech is an area that's certainly not immune to this speeding up of advancements.

So it may come as no surprise that half of marketers think that the martech landscape is evolving quicker than companies' adoption of the tech. That's according to a new piece of research by digital marketing agency Walker Sands Communication, which examined what marketers think about the pace of change. 

In...

By Rachael Power, 02 November 2016, 0 comments. Categories: Automation.

IBM Watson being used for native advertising

IBM's AI software Watson is now being used to create better semantic targeting for native advertising with ADYOULIKE. 

The tech scans publisher pages of ADYOULIKE's global network of premium publishers, analyising them contextually for topics, sentiment and semantics instead of just looking for keywords.

This means the platform can deliver native content in-feed in a more relevant and targeted way, by looking at where, why and how the existing editorial content on each site is ‘talking about’...

By Rachael Power, 26 October 2016, 0 comments. Categories: Automation, Personalised Marketing.