Why are marketers still breaking the first rule of marketing?

Now that the end of the year is in sight, many marketers will look back and review the flurry of activity that was 2018. GDPR. Fighting for budget. New platforms. Avoiding potential crises. Metrics. More metrics. 

It’s been a busy year – and for that reason, it’s arguably forgivable that the majority of digital marketers today are still breaking the very first rule of marketing: build the...

By Elliott Clayton, 07 November 2018, 0 comments. Categories: Advertising, Campaigns, Data-driven marketing.

Exploring the untapped opportunity of the 'transaction moment'

There is no question that reaching today’s digital-first audience requires a powerful online presence. So it makes sense that digital takes a sizeable 38% share of advertising spend worldwide, equal to $220 billion. But the problem is: it’s not working.

A recent study found that global marketers feel a quarter (26%) of spend will fuel ineffective channels and strategies this year, and 20% of those in the UK are...

By Geoff Smith, 07 November 2018, 0 comments. Categories: Advertising Technology, Customer Experience, Data-driven marketing.

A mythbusting look at proximity marketing: Integrations and campaign best practices

The opportunities through location and proximity based mobile advertising are well recognised now, and retailers wanting to increase sales by bringing more people into their store have a variety of options when it comes to footfall tracking capabilities.

These allow retailers and advertisers to estimate the number of visits to a store and measure the incremental impact of proximity focused campaigns on the number of visits to...

By Noelia Amoedo, 06 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Best Practice, Mobile Marketing.

Get Frankenblogging to make the most of disparate content

Marketers are always experimenting with all sorts of campaign and content ideas. Many of them may have had multiple previous reincarnations. Several unused blog cuts or email newsletters laying on the workshop floor waiting for an inspired marketer to piece them together to create the next content masterpiece. I came across the concept of Frankenblogging on our own Marketo blog, a phrase introduced by one of our past colleagues, Jason Miller, and it takes inspiration...

By Peter Bell, 05 November 2018, 1 comment. Categories: Content Marketing.

How to turn reviews into revenue: Making the most of positive customer feedback

The rise of online communities, peer review sites and social media has forever changed the impact of the customer voice. Customer feedback has evolved from something owned and managed by customer service teams to a force that influences every department across an organisation: product, HR, finance, IT, and marketing.

Marketing agencies are experiencing this shift more acutely than most as often, in these types of companies,...

By Alain Mevellec, 05 November 2018, 2 comments. Categories: Branding, Content Marketing, Customer Experience.

Brian Solis: On CMO pressure, nailing customer journey touchpoints and the rise of Influence 2.0

Brian Solis, principal analyst at Altimeter Group, explains why the role of the chief marketing officer is one of the most stressful in any forward-facing organisation. “The customer has dramatically changed; they’ve been dramatically much more connected, informed and empowered,” he tells MarketingTech. “Technology in marketing in general – you have cloud, artificial intelligence and machine learning now, all these different things you have to simultaneously...

Gone in six seconds: Getting the balance right between viewability and message in short form ads

The temptation to skip an advert when it is forced upon us is never terribly far away. When that option isn’t there, like the data capture gatekeeper making sure we can’t yet access the oasis of content ahead, it is almost as if a sense of foreboding has come over our very souls.

This admittedly might be a slight overreaction. Plus it could be worse – non-skippable ads are usually only six seconds in length,...

By James Bourne, 01 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

The era of fluidity: How to achieve genuine customer-centricity in a post-CRM world

We’re in the era of fluidity. As the Experience Economy has exploded, there has been a seismic shift in the power base from brands to customers and, with that, a series of dramatic changes in how we enable brands to successfully bond with people. We must now meet emotional, tangible and functional needs seamlessly in every, and any touchpoint the customer desires.

Accompanying this change is a raft of continually emerging technology solutions that can be utilised to plan and deliver the highly connected...

By Andrew Smith, 31 October 2018, 0 comments. Categories: CRM.

Winning hearts, minds and money - in that order: The full B2B customer journey

Those of us who work in B2B businesses understand that when a customer discovers your brand, it’s just the beginning of a long road to a sale. According to Marketo, 96 percent of people who visit B2B websites aren’t ready to make a purchase -- at least not yet. At that point, potential buyers have only begun their long and intensive research processes, and will not respond...

By Paul Heald, 30 October 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

Why personalised UX requires a new marketing mindset

The days when the one-directional, sweeping message of the billboard ruled are well in the past. Now, as ad blocking continues to grow in popularity, marketers are faced with the constant pressure of trying to come up with innovative ways of capturing people’s attention without being intrusive.

As we enter a new era where advertising will no longer be invasive or off-target, it looks likely that we are finally reaching the advertising Nirvana of creating a hyper-personalised UX that consumers may...

By Joel Davis, 29 October 2018, 0 comments. Categories: Advertising, Advertising Technology.

If you want to start a loyalty program – avoid these six common mistakes

Starting a loyalty program can lend a major boost to your customer retention efforts — and your bottom line. But it’s a complex undertaking that demands time, strategic thinking and teamwork. To make sure your efforts pay off, get started on the right foot by avoiding these six common loyalty program mistakes. 

Mistake 1: Thinking all loyalty technology providers are the same

When it comes to loyalty platform vendors, one size does not fit all. Besides basic differences like price and...

By Sandra Gudat, 26 October 2018, 0 comments. Categories: Campaigns, Customer Experience, Data-driven marketing.

B2B marketing: It’s time to talk to people, not companies

Over the past decade, the emergence of the digital age has meant that technology has invaded all aspects of our lives — and marketing is no exception. Big data, artificial intelligence, and rapid innovation mean that change is constant, and yet at the same time, we are also experiencing a back-to-basics approach in human-centric thinking.

B2B products and services have a reputation for being boring and hard to understand, and traditional marketing efforts haven’t done much to change this. Now,...

By Joyce Solano, 25 October 2018, 0 comments. Categories: Best Practice, Big Data, Customer Experience.

Why 'cheap traffic' costs a lot more to your business than you think

Publishers are under immense pressure to provide high-volume traffic in order to meet demand, especially with prices reducing over time. Because of this, they will often reach out to third parties in order to increase their traffic volume, known as traffic-sourcing.

While there are reliable sources, there are also many fraud schemes in this arena, some of which are very difficult to stop and prevent. These smart fraud schemes look like other sourced traffic on the surface, enticing publishers to buy even more...

By Asaf Greiner, 24 October 2018, 0 comments. Categories: Advertising, Attribution, Best Practice, Web Analytics.

Why agencies need to take the lead in ad tech transparency

The world’s biggest advertisers have called time on the lack of transparency in digital advertising.

P&G’s ad chief Marc Pritchard summed it up: “The days of giving digital a pass are over – it’s time to grow up. It’s time for action.”

However, agencies can only go so far if they are tied into contracts and relationships with...

By Daryl Young, 24 October 2018, 0 comments. Categories: Advertising Technology, Best Practice.

Interview: Making the marketer’s leap from B2B to B2C with Albert Heijn’s Eva Vree

The differences between B2B (business-to-business) and B2C (business-to-consumer) marketing can be chasm-like.

On the one hand (if broadly), B2B purchases are more likely to be driven by logic and an eye on demonstrable ROI. B2C purchases, on the other, are more probably driven by a consumer’s emotion.

Eva Vree is a senior creative content specialist for the online arm of Dutch supermarket giant Albert Heijn, and notably made an internal leap from the B2B side of the business - a role she’d held...

By Mark Jones, 22 October 2018, 0 comments. Categories: Commerce, E-Commerce, M-Commerce.

SEO ranking – The factors you need to focus on in 2018

Search engine optimisation (SEO) is not what it used to be. No surprise there, just think of an industry that hasn’t changed over the years. The reason SEO isn’t the same, however, is because the rules and ethics keep changing and are pretty much rewritten every year. It’s not easy to keep up with this and Google like it that way. So, looking at your own website and the results you want to achieve, what gave you a positive return last year may not work at all in 2018.

You will always find...

By Chris Simmance, 22 October 2018, 1 comment. Categories: Organic Search, Search Marketing.

Brands are wrestling with personalisation, more than any other marketing tactic

Achieving a fully-personalised customer experience is something today’s marketing professionals dream about, where each customer feels the brand knows them and can anticipate their every need.

Get that right, and sales and loyalty will follow.

But while personalisation is at (or very close to) the top of the digital marketer’s priority list, it’s not proving easy to implement. In fact, a report by...

By Mark Jones, 19 October 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, Personalised Marketing.