Barclays: Agencies need to evolve as digital marketing spend rises – but don’t get too close to the behemoths

Digital advertising spend in the UK is set to beat £15 billion in 2019 – but we’ll still have to wait a while before commercial applications of machine learning and augmented reality (AR) will seriously bolster the figures.

That’s the primary finding from Barclays in its latest report. Titled ‘Adtech ascendancy: The next wave of digitalisation in marketing’, the study focused on various...

By James Bourne, 05 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Automation, Data-driven marketing.

Exploring the state of small business advertising in 2019: Tangible trends without the ‘millennial’ hook

Settle down, one and all, for yet another piece of research which aims to study the habits of millennials, the mythical catch-all marketing category. Yes, someone who was born when Joe Dolce topped the UK charts is part of the same group as someone born when the Spice Girls hit the summit with Wannabe. But can this latest study tell us anything aside from tiresome platitudes?

In this instance, yes – but you have to look away from the...

Why content creation is nearing a tipping point – and what you can do about it

Content creation is nearing a point where a machine-first approach is becoming a reality. This is largely due to the fact that going global has never been more important for companies, yet despite the opportunity that comes with accessing untapped markets and driving exposure in unchartered territories, expansion overseas is not without its challenges.

Deloitte Private recently launched its first

By Peggy Chen, 01 March 2019, 0 comments. Categories: Automation, Content Marketing, Data-driven marketing.

AI and automation in marketing: The role for knowledge management

In 2018, companies invested in chatbots and self-service technologies to help their helpdesks manage the volume of customer requests they were experiencing – according to research by Forrester, 46 per cent of enterprises were investing in AI for sales and marketing, followed by 40 per cent for their customer service teams. However, these investments were typically aimed at filled specific gaps in the customer interaction, rather than being part of wider strategies...

By Simon Johnson, 28 February 2019, 0 comments. Categories: Attribution, Customer Experience, Data-driven marketing.

How the increasing popularity of voice search is helping redefine SEO in 2019

Google Voice Search was launched back in 2012, but it’s only been in the 12-18 months that people have really started to sit up and listen. With the introduction of voice assistants such as Google Home and Amazon’s Alexa, voice search has been pushed to centre stage for marketers.

The growing popularity of voice assistants and the increased use of voice search has changed the dynamic of SEO roles. Now, more than ever, we have to think about things such as mobile optimisation, ranking for featured...

By Siobhan Congreve, 26 February 2019, 0 comments. Categories: Content Marketing, Search Marketing.

For brands with purpose, the future is authentic

Brands are increasingly expected to make a difference to more than the corporate bottom line. Organisations have been so successful at articulating their brand values, that brand leaders now feel the weight of consumer expectation to make a positive difference in the world – environmentally, socially, politically. This expectation is reshaping brand marketing, requiring a new authenticity, new channels, new technologies—and fundamentally, a new attitude to brand risk.

Consumers reward brands with...

By Brett Zucker, 25 February 2019, 0 comments. Categories: Best Practice, Branding, Case Studies, Customer Experience, Influencer Marketing.

Is tone of voice being diluted in digital communications today?

There’s no doubt tone of voice is a powerful tool and absolutely vital when engaging with customers – it could be pivotal when attracting prospects.

A strong tone of voice is central to successful brand building. It is the backbone of all written communication and helps to boost recognition and perception when creating engaging, digital messages that resonate with an organisation’s target audience.

By Andy McCaul, 21 February 2019, 0 comments. Categories: Branding, Campaigns, Customer Experience, Social Media Marketing.

The benefits of aligning your business around the customer engagement life cycle

Your customers are engaging with you in every possible way — through social media, by email, in person, and even through online reviews. But just because a customer is trying to interact with you doesn’t mean you’re connecting with her in the way she'd prefer. For example, while over 50% of customers expect companies to reply to their online reviews within...

By Severine Griziaux, 21 February 2019, 1 comment. Categories: Case Studies, Customer Experience, Data-driven marketing.

Get ready for the future content supply chain to be autonomous, brands warned

If you’ve got a well-oiled content strategy in place – or indeed several content strategies all vying for attention and wishing to become the chosen one – then a new report from SDL may be of interest. The study, called ‘Enabling the Future State of Content’, has advocated that brands need to rip up their current initiatives and look ahead to an automated future.

Naturally, it’s worth noting...

By James Bourne, 20 February 2019, 0 comments. Categories: Automation, Content Marketing.

Mobile marketers seeing ‘significant’ gains in data initiatives and investments

If you’re a mobile marketer and not putting a laser focus on data-driven campaigns, then where have you been? According to new figures from marketing platform YouAppi, almost all mobile marketers have increased focus and investment on data over the past five years – with the vast majority seeing improvements as a result.

The study, which polled more than 500 global in-house and agency marketers, found an...

By James Bourne, 19 February 2019, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Predict the future then act upon it: 10 ways AI is transforming sales

In the world of commerce, AI has grown to become a useful and vital tool. One area of business where AI is having the most immediate effect is sales. Traditionally a skillset that relies on human interaction and persuasion, it is being gradually transformed by technology. According to the 2018 State of Sales Report, by Salesforce, UK sales leaders anticipate AI adoption in their industry to grow by 155% by 2020. But how exactly is AI transforming sales?

By James Isilay, 18 February 2019, 0 comments. Categories: Automation, Best Practice, Data-driven marketing.

Effective email marketing for millennials: How to make the most of the opportunity

Millennials are a top priority for marketing teams. Their long-term spending potential makes them a valuable target, with World Data Lab revealing that global millennial spending power is set to overtake its preceding generation X by 2020. It’s subsequently unsurprising that marketers are recognising the importance of catching...

By Guy Hanson, 14 February 2019, 0 comments. Categories: Automation, Data-driven marketing, Email marketing.

Agencies practice what they preach with ‘mature’ content marketing strategies

Every agency out there has got an opinion – at least, one that you probably have to pay for – about how you need to do content marketing.

It’s gone beyond mere choice. More often it’s become a question of: quality or quantity? Naturally, some believe they can offer the content equivalent of the moon on a stick. Peter Bell, senior director at Marketo, wrote for this publication

By James Bourne, 14 February 2019, 0 comments. Categories: Branding, Campaigns, Content Marketing.

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.

Going for gold: How The Royal Mint tapped into consumer behaviour

As marketers understand well, driving the path to purchase on any product is far more complex and nuanced than a simple case of ‘find person, show ad and the rest will follow’.

The motivations that drive consumers are intricately layered. Take my recent acquisition of a copy of Pride and Prejudice. I’d recently watched the film and had been considering rereading the novel. That day, I had read an article that told...

By Alessandra Alari, 12 February 2019, 0 comments. Categories: Automation, Case Studies, Search Marketing.

Risky business: The impacts of counterfeiting on your brand

A few decades ago, counterfeiting was mainly a challenge for luxury brands, but in recent years counterfeiting has become a growth industry.

Fake products of all kinds – handbags, clothing, pharmaceuticals, DVDs, perfumes – are all readily available, thanks to the proliferation of the internet and continued use of social media. In short, technology makes it easier for counterfeiters to take advantage of genuine brands and their customers.

By Chrissie Jamieson, 11 February 2019, 0 comments. Categories: Branding, Customer Experience.

How to generate new subscribers and real revenue from your video content

Over the last few years, video has become a key medium to drive engagement with users, underpinning the content strategy of companies that are looking to increase their reach and audiences across digital platforms.

Whilst YouTube still dominates the landscape, Ooyala, Brightcove, Kaltura and Vimeo are all strong competitors, allowing creators to monetise their subscription Video-on-Demand (SVOD) and live-stream services via their own channels, using a range of options including micro-purchases and...

By Paul Halfpenny, 06 February 2019, 0 comments. Categories: Video & Audio Marketing.

Hootsuite notes continued social rise amid fake news fears as Facebook stays on top

The yearly Hootsuite digital report has hit the stands again – and has found social media use continues to climb amid the issues of fake news and privacy fears.

The report, which clocks in at 200 pages for the global edition, shows an uptick across the board in terms of social and digital growth. Active social media users went up 9% year on year to almost 3.5 billion globally, while mobile social media users went up 10% to 3.25...

By James Bourne, 31 January 2019, 0 comments. Categories: Data-driven marketing, Social Media Marketing.