Philip Morris’ influencer campaign goes up in smoke following investigation

The influencer marketing ecosystem is one where a fine line needs to be trodden – as Philip Morris has found out to its cost.

The tobacconist announced earlier this week that it was suspending its social media campaigns after a Reuters investigation found one of the key influencers engaged for a new ‘heated tobacco’ device campaign did not fulfil the company’s internal standards and regulations.

The rise of ‘eception’ and the ethical issues arising from humanising AI in customer experience

You land on a website one day and “Jay” sends you a welcome message and an invitation to chat. Jay has a smiley headshot displayed and seems well-spoken enough. But is Jay a human customer service agent, or a bot?

Even a few exchanges might not be enough to identify Jay’s true nature. You may have to say something completely unexpected to detect any indication of whether Jay is really there or running via...

By Howard Williams, 10 May 2019, 0 comments. Categories: Advertising Technology, Automation, Customer Experience.

Brian Solis: Digital addiction wounds run deep – but they are being treated like minor cuts

The concept of health when it comes to technology usage is an ever-increasing one – and one where users, brands and vendors need to be equally mindful.

Much of the conversation tends to focus around social or smartphone ‘addiction’, and in particular its effect on younger minds. Yet research on the topic argues that things are a little more complicated. The

How Brandwatch is stepping up from social monitoring - to find a much greater opportunity

Social media monitoring provider Brandwatch has been busier than ever of late. The company continues its regular research studies, from the serious, examining fake news in March, to the more frivolous, exploring the social conversation around Game of Thrones (spoiler...

AI in customer communications: Why the need for diversity is key

Technology truly has the power to move society forward—and we’re seeing it being adopted for good across the world. When it comes to healthcare, for example, AI is being used to process medical research in a way we’ve never seen before. In recent weeks, we’ve seen reports from UCLA that a new AI system can detect prostate cancer with the same levels of accuracy as experienced radiologists.

We’re...

By Alice Blair, 08 May 2019, 1 comment. Categories: Advertising Technology, Automation, Best Practice, Customer Experience.

How privacy has become the new competitive advantage in a world of personalisation

It is almost a year since GDPR came into effect, and what started life as another annoying EU regulation has become a global catalyst for change. Perhaps its most unexpected consequence has been to shine a light and expose the often questionable - but at the same time highly profitable - practices of big tech’s data-by-stealth business model.

GDPR marked out some...

By Peter Matthews, 07 May 2019, 0 comments. Categories: Big Data, Branding, Data-driven marketing, Personalised Marketing.

How Dynamic Yield's success was predicated on foreshadowing personalisation as a strategic priority

At the end of March, it was announced that McDonald's had acquired Dynamic Yield, an Israel-based provider of personalisation software. The move made for a fascinating exploration of how brands were not just exploring the martech stack but committing M&A to it. Take Walmart buying adtech firm Polymorph last month, for instance, or Accenture acquiring Adaptly...

Don't overlook domains as part of your brand security plans

Cyber threats are having a significant impact on businesses — that much is clear. Budget and resources are being dedicated to securing infrastructure and applications, and educating staff on the dangers of phishing, malware and social engineering. For marketers, cyber security is quickly encroaching on brand protection as a whole, and rightly so. The lines between the two areas are blurring and in the future it is conceivable that the two disciplines are far more integrated than they are now.

But what...

By Akino Chikada, 02 May 2019, 0 comments. Categories: Big Data, Branding, Commerce.

Everything marketers need to know about Gen Z: Authenticity with individuality

After years of reading about the woes of marketing to millennials, it’s time for a new group of headlines. We’ve already seen articles that exhort the challenges of connecting with the first generation of consumers who have practically grown up online: Gen Z.

But Gen Z, for all the ways they seem to be changing the world around us, aren’t a mystery. We know exactly what these consumers want and, even better, we know exactly how to connect with them.

This is about to become a huge factor to...

Grad Conn, CXMO, Sprinklr: On changing CMO strategy and the Copernicus effect for customer experience

Grad Conn, chief experience and marketing officer (CXMO) at Sprinklr, is something of a rare breed: a CMO who has been in it for the long haul.

Prior to joining the customer experience management platform last year, Conn spent almost seven years as Microsoft’s US chief marketing officer. Indeed, Conn laughs as he relates the tale of an interview feature...

Why advertising spend will shift as brands track sales, not clicks

Marketing budgets are on the up. According to the latest IPA Bellwether Report, a net balance of 8.7% of marketers said their budgets had increased in the first three months of this year; marking a huge improvement on the previous quarter's 0%. And digital was one of the top areas to see a boost in investment.

Of course, this is great news for the advertising industry. But, with increasingly...

By Oli Knight, 23 April 2019, 0 comments. Categories: Advertising, Advertising Technology, Branding, Commerce, E-Commerce.

The harm of social media validation: A question of responsibility and protecting the vulnerable

Humans have an innate desire to be liked by peers and to feel a sense of belonging — and nowhere is this more prevalent than social media. The more likes, comments, and shares a post gets, the more socially validated the poster feels.

In fact, studies show that just these online reactions...

Integrating AI to instil customer loyalty: From business use cases to bottom line

Personalisation is a key part of the customer experience. If done correctly, creating a journey that is unique to each person’s needs can influence a buyer to make a purchase and even to return again. However, those brands that fail to get this right, run the risk off turning their potential customers off.

The fact is, shoppers have come to expect higher levels of personalisation, with

By Simon Farthing, 17 April 2019, 0 comments. Categories: Advertising Technology, Customer Experience, Data-driven marketing.

How to plan content for the digital product buyer’s journey: A guide

When it comes to selecting digital products, consumers today tend to shop around a fair amount and conduct substantial research before making a purchase. There are simply too many options on the market to pick a product randomly.

In order to sell a digital product, your content must answer the buyer’s burning questions and fit into their

Users ‘readily recognise’ importance of advertising – but don’t disable adblockers by default

Consumer expectations remain higher than ever when it comes to advertising – or rather, the lack of it. As a result, publishers have had to resort to stronger tactics.

We notice you’re using an ad blocker, the website says, with varying degrees of politeness. We also know everyone hates ads, it continues, but unfortunately our employees do need to feed and clothe their children so we were wondering if you’d be so...

By James Bourne, 16 April 2019, 1 comment. Categories: Advertising, Advertising Technology, Publishing.

Why brands need to drill into data to cure customer loyalty decay

It’s not uncommon for a brand to roll out a customer loyalty programme to strengthen relationships, grow the business and remain relevant in a very crowded marketplace. Today’s advancements in technology and the evolution of how shoppers prefer to buy goods and interact with services has changed dramatically.

The rise of omni-channel has pushed brands to operate across digital and mobile channels,...