Three ways marketing will change in 2019: Positivity, authenticity and inspiration

Good marketing doesn’t happen in a vacuum. The best strategies come from paying close attention to what people care about, and how their needs change over time. In today’s consumer-led marketplace, it’s not enough to be the loudest, or the brand that spends the most. You need to show you’re listening the hardest, too.

Think positive

These are trying times, and everyone’s looking for ways to feel more positive. We’re prioritising time with the people we love, and products we...

By Jon Kaplan, 16 January 2019, 1 comment. Categories: Branding, Campaigns, Social Media Marketing.

Salesforce wants you to get some AI and visual search into your eCommerce game

Salesforce has announced a series of new updates to its Commerce Cloud platform which aims to encourage organisations to ‘go beyond eCommerce sites and modernise every shopping experience.’

The move includes adding artificial intelligence and visual search capability into APIs and developer services with the goal of giving an insightful experience across various customer touchpoints.

By James Bourne, 15 January 2019, 0 comments. Categories: Automation, Customer Experience, E-Commerce, S-Commerce.

A look at key martech drivers in 2019: Customer-centricity, consent and collaboration

2018 has been a tumultuous year for technology, with growing concerns of privacy and high profile scandals shaking previously unassailable giants. These giants heralded a new era of capability for marketers, creating new ways of targeting, unprecedented insight and scale. But now that customers are increasingly sensitive to data usage, and turning away from walled ecosystems, what does the future hold for marketing technology in 2019?

Ethics...

By James Gin, 15 January 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Customer Experience.

Data strategies: Fix it, don’t stitch it

The quality of (big) data has for a long time been a crux for CMOs. Instead of creating a true view that positions their brand to make sound decisions, CMOs are having to "stitch together" their data from different sources. They’re creating data Frankenstein monsters from different warehouses, assembling disparate findings, and failing to optimise decisions around the...

By Florian Gramshammer, 14 January 2019, 0 comments. Categories: Advertising, Data-driven marketing, Data Science, Email marketing.

Why the advertising industry needs to reprioritise ad quality urgently

Last year, eMarketer’s Geoff Ramsey highlighted the “crisis of trust” across the digital ecosystem: not only pointing to the need for better relations between brands and consumers, but also within the marketing community itself; covering advertisers, agencies, publishers, and ad tech players.

As 2019 begins, issues with misunderstanding and mistrust persist — especially in programmatic. One of the main talking points at this...

By Rich Ottoy, 11 January 2019, 0 comments. Categories: Advertising, Attribution, Best Practice, Programmatic.

eCPA is dead: Long live the incremental eCPA

Every advertiser wants to spend their advertising budgets in the most efficient way possible. That’s why, in the digital advertising world, it’s vital to measure the results of all campaigns. Advertisers and agencies commonly analyse reports from various tracking tools in order to evaluate the ROI of each of their advertising partners, and these results determine which partners receive budget in the following months. This seems to be a wise approach but...

By Tiago Vila Verde, 11 January 2019, 0 comments. Categories: Advertising, Attribution, Programmatic.

Measuring the customer success of live chat: Tips, strategies and best practice

Online marketing offers many advantages over its traditional brethren from a metrics perspective. You can, for example, examine click-through-rates to a promotion, to a blog or to an article to your website, and with eCommerce you then analyse whether that online interaction has led to a number of sales. At the core of this marketing effort is also the ability to collate customer data, which can be used with the help of a customer relationships management (CRM) system...

By Graham Jarvis, 10 January 2019, 0 comments. Categories: Best Practice, Customer Experience, Video & Audio Marketing.

Spiceworks report shows marketing becoming a bigger priority – with ABM and video key

More than a quarter of European organisations expect to beef up their marketing budgets in the coming year, with account-based marketing (ABM) and video high on the priority list, according to a new report from Spiceworks.

The report, which involved a survey of more than 350 B2B marketers in technology companies across North America and Europe, found half (49%) see their budgets remaining flat year on year with only 8%...

By James Bourne, 09 January 2019, 0 comments. Categories: Advertising Technology, Content Marketing.

Why generation Z will drive the growth of visual search

eCommerce navigation and exploration has remained largely unchanged in recent years, even as retailers have scrambled to pinpoint more effective and personal ways to engage their customers in the process of product discovery.

This is likely why there’s been no shortage of hype surrounding voice search technology, despite ample grounds for skepticism: A recent

Helping the CMO deliver creative personalisation at scale: A guide

Data-driven personalisation at scale is not a new concept – it is a fundamental part of programmatic – yet consumers still frequently find themselves bombarded with irrelevant and untargeted ads.

While data-driven thinking is increasingly being applied to the audience and media components of the programmatic equation, it is still in the early stages on the creative side. In fact, a recent study reveals a massive...

By John Mruz, 08 January 2019, 0 comments. Categories: Content Marketing, Customer Experience, Personalised Marketing.

Moving from mobile-first and UGC: How the advertising industry is set to change in 2019

As the start of a new year dawns, it's time to reflect on 2018 and consider how the advertising industry will evolve in 2019.

Data’s been the word on everybody’s lips, with regulatory changes shining a light on how companies process, store and share information. Transparency and marketplace quality remain hugely important and a top priority for all advertising companies – and it’s been very...

By Anna Forbes, 08 January 2019, 0 comments. Categories: Content Marketing, Customer Experience, Mobile Marketing.

How brands need to get to grips with voice search – before the opportunity disappears

Voice-enabled search is here – and if your organisation is not up to speed yet, there may be trouble ahead.

That’s the key finding from a new report by marketing agency BrandContent. The report, which combined analysis with a survey of more than 2,000 consumers, found that while men (28%) are significantly more likely than women (13%) to utilise voice search frequently, more than two in three polled had access to either...

By James Bourne, 07 January 2019, 0 comments. Categories: Branding, Search Marketing, Video & Audio Marketing.

A look ahead for marcomms in 2019: The technological advances that will hold the key to success

What a year 2018 was. From the early-year challenges of declining trust in all aspects of life, exacerbated by fake news, to the introduction of GDPR all alongside the ever-shifting marcomms sand, it’s been a wild ride.

The thing which really struck me about 2018 is the demonstration of the martech industry’s value through this year’s big acquisitions and mergers.

By Abe Smith, 07 January 2019, 0 comments. Categories: Advertising Technology, Branding, Publishing.

The best of MarketingTech in 2018 – and what 2019 has in store for digital marketing

2018 has certainly been an interesting year both for the digital marketing industry and those at the front line. The exciting part – or terrifying, depending on where you stand – is that it is only going to get bigger, with WARC estimating in September that martech spend was at $100 billion globally.

Here, we take a...

What to expect from the advertising industry in 2019: Contextual, converged, and more

With 2019 already underway, we’ve wrapped up what’s been a transformative year for adland. Technology continues to develop at the speed of light, while significant policy changes have earned our industry a spot in the media limelight – not to mention the business break ups and make ups as the market continues to consolidate.

There’s no doubt that 2019 will come with its own raft of trends – here’s what...

By Oli Knight, 02 January 2019, 0 comments. Categories: Advertising Technology, Data-driven marketing, E-Commerce.

Marketers - next year, don’t over target your audience

‘Tis the season to be jolly—not least because conference season is winding down, affording us all a break from interminable discussions about how great programmatic is if only it’d work. There will be many New Year’s resolutions pieces for marketers to digest, of course, but I’d like to offer a counterintuitive one. Next year, brands and agencies should commit to respecting their audiences to build better relationships.

In the realm of digital advertising and marketing...

By Cristina Constandache, 21 December 2018, 0 comments. Categories: Best Practice, Data-driven marketing.

Five things marketers will need to stop doing in 2019

It’s the time of year when marketers start to think about what they’ll do differently over the next 12 months. But, as well as leveraging trends and trying new techniques, there are undoubtedly certain things marketers need to stop doing in 2019 too.

Here are my top five.

Stop split-testing emails

It’s been a technique that marketers have relied on for years. Instead of endlessly scratching our heads over what’s truly the best creative or the most eye-catching email subject line,...

By Adam Oldfield, 20 December 2018, 0 comments. Categories: Best Practice.