Artificial intelligence in content marketing: Three key areas of focus

One of the most interesting qualities about AI technology is that the benefits are virtually limitless. Nearly every industry stands to gain in some way from the power of machines, and this technology is just as relevant to content marketers as it is to the most complex tech companies.

However, it seems that the integration of AI and marketing is only beginning to grow.

By Manish Dudharejia, 14 May 2018, 0 comments. Categories: Automation, Content Marketing.

The Amazon problem: Making adversity the mother of invention

Amazon has long been a kind of big shapeless threat hanging over retail, but now this threat is solidifying into something that could compromise the medium-term survival of even the most established retail brands.

Already in 2018, we’ve noticed that ‘The Amazon Problem’ is now dominating retail conversations more than ever before and we’re also seeing a real sea change in the sense of urgency with which brands are responding.

Change in 2018

If 2017 was the year of fixing the basics -...

By Steve Borges, 14 May 2018, 0 comments. Categories: Branding, Customer Experience.

How learning management system data can inform your marketing strategy

As marketers, there is no shortage of options when it comes to targeting audiences. Data-driven marketing is quickly becoming king. The true challenge is learning to use the available data to inform effective choices.

One rich data source that many marketers overlook is learning management systems. Learning management systems (LMSs) have long provided hefty data reports and analytics to help users improve online training effectiveness and return on investment. However, many companies are unaware that this...

By Christopher Pappas, 11 May 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

A double edged sword: How to wield AI wisely

Recent research conducted by Adobe amongst 13,000 marketing, creative and technology professionals has found that organisations who are engaging with AI are 50% more likely to exceed their own business goals – which makes it unsurprising then that 46% of brands are set to adopt the technology before the end of 2018.

But what does sudden mass adoption of AI look like? Brands must be wary of using AI to conduct...

By Sam Madden, 11 May 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

Klout out for the count as Lithium calls time on influencer network

Klout is set to rank its last: the social reputation service is set to shut down later this month, according to owner Lithium Technologies.

In an email sent by Lithium CEO Pete Hess to customers, and later posted publicly, Hess said Klout did not align with Lithium’s long-term goals. The service is set to be no more on May 25 – coincidentally the date of GDPR enforcement.

Lithium bought Klout for a reported $200 million in 2014.

By James Bourne, 11 May 2018, 0 comments. Categories: Social Media Marketing.

Closing the sales and marketing gap - to maximise eCommerce opportunities

With rapid advances in digital marketing, data and technology, the journey from awareness to sale can now be very short thanks to eCommerce solutions. You can learn about a product, consider a brand and buy all in one go from a shoppable Instagram post. eCommerce is driving the majority of retail growth and presents a significant opportunity for brands. However, as customer behaviour changes, brands need to ensure they don’t get left behind with legacy sales and marketing models.

Traditionally, many...

By Cassandra Stevens, 10 May 2018, 0 comments. Categories: Advertising, Commerce, E-Commerce.

The growth of mCommerce: How to adapt your content

mCommerce - the digital trend that retailers cannot afford to ignore with over 25% of the world’s population (1.6 billion) using their mobile devices to make purchases. It’s certainly not replacing ecommerce, but a larger proportion of online sales are now coming from mobile devices with recent trends show that online shopping via a desktop and laptop has decreased by 15% in 2018, compared to smartphone transactions, which have doubled.

Mobile commerce is an advancement of ecommerce but through...

The ultimate checklist for a successful website's launch: Marketer's edition

It’s the 11th hour and the launch of the new website is imminent. Prospects and customers are primed and colleagues and senior management are stood in the wings, waiting in anticipation for this all-singing, all-dancing new website – god forbid that once it goes live something catastrophic happens. Every T should be crossed and each lowercase I dotted.

Marketers put complete faith in web designers and developers, but it’s worth knowing things to look out for – sometimes the small...

By Maddie Agnew, 09 May 2018, 1 comment. Categories: Branding, Search Marketing, Web Analytics.

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...

The elusiveness of customer loyalty: Winning the new battleground for marketing-led growth

The digital world has given consumers near-endless choices, and that has made many of them fickle. Easily tempted away to try new products or services, consumers aren’t as likely to be loyal to brands as they once were. In fact, McKinsey research from more than 125,000 consumers shows that 87% of them exhibit a strong propensity to shop around and incumbent brands hold their own just 42% of the time.

Further, our data suggests that most categories are “shopping” categories. In this...

By Dave Elzinga, 08 May 2018, 0 comments. Categories: Branding, Campaigns, Customer Experience, Data-driven marketing.

The GDPR learnings that nobody told you about: Guidelines for small businesses

Few changes over the last several years have as many practical repercussions on the way marketers do their job as GDPR. Our recent research into business readiness, run through Product Hunt, was met with thousands of responses.

There is a real eagerness across borders to share and learn when it comes to this topic – don’t forget it’s just as relevant for the US as it is for APAC marketers, as the regulation affects anyone collecting, processing and storing personal data of European...

By Judy Boniface, 04 May 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

How voice AI is the game changer for the 3 Rs – reviews, returns and restocking

Despite the belief voice-controlled devices are only used to ‘ask Alexa’ what the weather will be like or to play a song, two in ten (20%) of device owners in the UK are already using them to connect with retailers.

Voice AI is undoubtedly changing the way we shop and it will continue to do so, with voice-controlled device shopping expected to triple this year. However, before voice...

By Amit Sharma, 04 May 2018, 0 comments. Categories: Automation, Commerce.

Brand safety doesn’t mean restricting your reach – it increases the return on your spend

'Brand safety' is one of those unrelenting industry phrases that seems to be spouted ad nauseam, with brands and agencies alike contributing their two cents in every possible publication. The irony of that statement is not lost on me doing it again!

We all claim to care about brand safety, but many brands have yet to address their own accountability. We jump blindly into programmatic black holes and user generated content minefields, running across lengthy site lists with little concern as to where...

By Nathan Warner, 03 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

How to use visual analytics to optimise your retargeting strategy

Visual analytics, the ability to visually analyse data with software that allows you to ask and answer endless questions, helps marketers to decode the complex world of consumer retargeting. It allows them to understand who their customers are and why they behave the way they do. With data visualisation technology, consumer behaviour can be tracked in real time and analysed to predict future trends, allowing companies to keep their retargeting strategies relevant and up to date.

Saving time, money and...

By Eulalie Masson, 02 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Web Analytics.

The four most important metrics for any marketer to understand

Traditionally, marketers have tended to focus on clicks, unique visitors, leads and opportunities to measure campaigns and demonstrate their business impact.

While the marketing industry will never fully divert from these more traditional metrics, the competition is becoming tougher than ever before – with 589,008 new UK businesses setting up shop in 2017 alone. To truly stand out and drive a business forward in the modern day,...

By Jen Grant, 02 May 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

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.

Assessing the ‘where’s where’ of geolocation in digital advertising

Global mobile use is expected to make up almost three-quarters (73%) of time spent using the internet in 2018. This is a trend that’s growing, particularly in areas such as China and India, as many consumers around the world own smartphone’s first, ahead of laptops and desktop computers.

As mobile browsing becomes the norm, being able to understand a user’s location is more important than ever – particularly with consumers placing...

By Andy Ashley, 01 May 2018, 0 comments. Categories: Advertising, Advertising Technology.

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...

Never mind CRM – what about partner relationship management?

The idea of customer relationship management, or CRM, has been around for years and companies such as Salesforce have built billion-dollar businesses around managing the direct sales relationship. But a recent Impartner survey shows that nine out of ten hiring managers are finding it difficult to recruit direct sales professionals and as a result, companies are increasingly turning to indirect sales to deliver business growth.

However, when it comes to managing the channel, CRM platforms, designed for the...

By Dave Taylor, 30 April 2018, 0 comments. Categories: CRM, Customer Experience.