Five ways to ensure data capture strategies don’t ruin your CX

The wave of GDPR panic that overwhelmed many digital marketers at the start of the year, has been cited as the reason why UX – and therefore the resulting customer experience (CX) – seems to have gone out of the window for many brands. For others, it is the hunger for leads that has made it almost impossible to navigate some websites without encountering a wall of data capture forms that prevent any action whatsoever.

By Adam Oldfield, 08 October 2018, 0 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.

Five ways to spot a marketing trend that will last

Historically trends have been set and followed by public opinion and perception - the, ‘I want one of those’ movements - all driven by a the boom in mass communications from the early origins of the TV and radio, right through to our devices today. A nostalgic look back at old pictures or images is usually enough to make us a cringe just a little. As opinions change, so do trends. And vice versa. It’s a self-perpetuating cycle of movement that rarely operates at one speed and is almost...

By Luca Morena, 05 October 2018, 0 comments. Categories: Best Practice, Branding, Campaigns.

EBay accuses Amazon of poaching third-party sellers for its Marketplace

In a clash of the e-commerce titans, online auction platform eBay has accused Amazon of poaching sellers through its internal messaging system.

Calling the alleged scheme “unlawful” in a statement, the platform has issued a cease and desist letter and cautioned that it would take “appropriate steps” to protect itself from the activity.

According to a report by the Wall Street Journal, eBay began to take action after discovering that more than 50 Amazon sales representatives had sent...

By Mark Jones, 04 October 2018, 0 comments. Categories: Advertising, Commerce, E-Commerce.

IAB Tech Lab tests blockchain-based protocol for personal data privacy

The Interactive Advertising Bureau’s (IAB) Tech Lab has announced a blockchain-based protocol that allows companies to track consent users’ personal data.

PrivacyChain, which has been released for public comment and a handful of early pilots, seeks to hand consumers control over the personal information provided to companies using the technology.

If those users choose to opt in, their data will be made available to retailers, and the advertising agencies, publishing partners and exchanges that...

By Mark Jones, 04 October 2018, 0 comments. Categories: Best Practice, Data-driven marketing.

How to build brand loyalty in the age of 'hyper personalisation'

Consumers have more power over brands than ever before. Social media gives them the ability to openly scrutinise or share their great experiences directly with a mass audience, while online shopping means brands are in an ongoing battle to cut prices, hold user attention, deliver products quickly and ultimately stay relevant to keep consumers loyal.

Consumers also expect a lot more from brands. We’ve become accustomed to recommendations from companies like Amazon, who have changed consumer expectations...

By Ofri Ben Porat, 03 October 2018, 1 comment. Categories: Customer Experience, E-Commerce, Personalised Marketing.

Lack of tech skills could hamper $11.5 in global industry growth, finds Accenture

Today’s education and training systems are not keeping up with the current demand for skills and the emergence of new technologies, and the result is a widening skills gap that threatens to hamper $11.5T in global growth.

That’s according to an analysis by the global management and professional services firm Accenture, which concludes that new approaches to learning are desperately needed if businesses are to achieve the growth...

By Mark Jones, 03 October 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

How close are you to a fully personalised customer experience?

Personalisation is a necessary component of customer experience in today’s environment. Providing individualised experiences promises to drive sales and increase loyalty by making each customer feel as if the brand knows them and can anticipate their needs.

Yet many companies still struggle to get this right. What can you do to ensure that your...

By Evanna Kearins, 02 October 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Facebook has been rumbled using 2FA phone numbers for ad targeting

As if Facebook needed another mountain in user trust to climb this year, evidence has now emerged of it using phone numbers provided for security purposes to target unsuspecting users with ads.

The activity was uncovered by researchers from Northeastern University and Princeton, along with the tech publisher Gizmodo, following controlled trials where an ad was successfully targeted using phone numbers that had been provided for account security and, in one case, had never been explicitly provided to the...

By Mark Jones, 01 October 2018, 0 comments. Categories: Advertising, Data-driven marketing, Social Media Marketing.

How to master a marketing communications audit

You spend valuable time and money crafting your marketing messages, but do you really know what your company is saying? Sometimes the message you think you’re sending isn’t always the one that’s being received. It's important to occasionally take a step back and conduct an in-depth audit of your customer communications plan — particularly where loyalty is concerned — to ensure you’re sending out a cohesive message that upholds your brand...

By Sandra Gudat, 01 October 2018, 0 comments. Categories: Best Practice, Content Marketing, Customer Experience.

E-commerce sites focused on returns visits ‘thundering ahead’ of competitors

Getting a customer to your site once is a small feat, but if you want to survive in today’s crowded world of e-commerce, return visits should be your top priority.

A global study of 250m e-commerce websites and €500m (£444m) in online revenue by Wolfgang Digital demonstrates the importance of this in a market where conversion rates stand at a razor-thin average of just 1.8%.

The headline is high return visits lead to higher...

By Mark Jones, 28 September 2018, 0 comments. Categories: Commerce, Customer Experience, E-Commerce.

Wake up call for retailers: My car realised I’d moved, but Amazon didn’t

I recently moved into a new home and in a two-month stretch spent a significant amount of money on Amazon.com buying numerous furnishings, decorator items and appliances.

It struck me that despite being a loyal customer and Prime member, Amazon never figured out I was moving nor suggested any items or services I might consider for my new home. I wasn’t offered any...

The rise of the commuter-shopper: driving digital commerce in surprising environments

Thanks to the hyper-connected, ‘always on’ world in which we now live, the opportunity for brands to drive commerce is literally everywhere. As with other areas of our lives, connected mobile devices have changed the way we think about buying things; when it comes to shopping, we’re no longer bound by ‘restrictions’ such as location and time of day.

Last week, Instagram announced that it will be...

By Ian Reynolds, 27 September 2018, 0 comments. Categories: Advertising, E-Commerce, M-Commerce, Mobile Marketing.

Forget AR: Visual search will be the hottest e-commerce tech among millennials

It’s been a big week for visual search.

In a partnership with Amazon, Snapchat announced it was testing a new tool allowing users to take a photo of a product or barcode and, if recognised, launch an Amazon product page to learn more and (hopefully) make a purchase.

On 20th birthday week, meanwhile, Google announced the integration of its AI-driven Lens into...

By Mark Jones, 27 September 2018, 0 comments. Categories: Advertising Technology, E-Commerce, M-Commerce, Search Marketing.

Google rolls out custom viewability metrics for display & video advertisers

63% of UK display ads were considered “viewable” in the first half of the year according to a study this week by Integral Ad Science. That was considered an “all-time high”, and it means that nearly three-fifths of ad units were in view for one continuous second - or two seconds if we’re talking video.

The findings were based on a widely-used industry standard set by the Media Rating Council...

By Mark Jones, 26 September 2018, 0 comments. Categories: Advertising, Campaigns, Video & Audio Marketing.

Why brands are going wild for Amazon advertising

It’s pretty clear that Amazon is on a monumental roll. The company’s growth is staggering, showing a 39% year over year increase in net sales, a 12x jump in earnings per share (EPS), and over 100m Prime subscribers globally in Q2 2018. There simply isn’t another e-commerce company with the same market presence and influence over the customer journey.

A hub for lower-funnel customer demand

By Brian Finnerty, 26 September 2018, 0 comments. Categories: Commerce, E-Commerce.

99% of businesses plan to up digital marketing spend next year

Nearly half (41%) of businesses with 100+ employees invest more than $500K in digital marketing every year. That’s according to a US-based survey of 501 marketers by small business publisher The Manifest, at least, in a study which set out to discover how companies invest in digital marketing, and how their investments are set to change in the year ahead.

While respondents hailed from a wide mix of seniority levels and companies, more than three-quarters (76%) agreed that marketing has changed more in...

By Mark Jones, 25 September 2018, 1 comment. Categories: Advertising, Social Media Marketing.

Why it’s time to end our industry obsession with CTR

Brand awareness is an essential top-of-the-marketing-funnel activity for any advertiser and is one of the key strengths of B2B programmatic. Getting the brand known and recognised in front of the right audience helps to drive potential customers down the challenging path to a purchase or acquisition. With B2B buying cycles being much longer than the majority of B2C purchases, a gentle but ever-present ‘background noise’ is vital to getting the target audience to move down the funnel. With savvy ad...

By Alex Lakin, 25 September 2018, 0 comments. Categories: Advertising, Campaigns, Web Analytics.

Third of ad spend growth to be driven by paid search and social by 2020

One third of all global ad spend growth will be driven by paid search and social media spend within the next two years, according to the latest report by Publicis-owned industry forecaster Zenith.

Annual global ad spend is on track to hit $581bn (£442bn) by the end of 2018, while Zenith raised its predictions for global ad spend growth from 4.1% to 4.5% until 2020, 67% of which will come from investments in paid search and social media ads.

Within that time, paid search will grow by $22bn...

By Mark Jones, 24 September 2018, 0 comments. Categories: Advertising, Paid Search, Social Media Marketing.

Global martech spend is estimated at $100bn, according to WARC

Global marketing spend is booming, according to a new study by marketing intelligence firm Warc, and traditional media is “paying the price”.

According to the group’s Martech: 2019 and Beyond survey based on responses from more than 800 brands and agencies in the UK, North America, Asia Pacific (APAC) and continental Europe, spend on martech is now worth an estimated $99.9bn (£76bn).

In the UK and North America, brands upped their budgets on marketing technology - email and social...

By Mark Jones, 24 September 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.