Barclays: Agencies need to evolve as digital marketing spend rises – but don’t get too close to the behemoths

Digital advertising spend in the UK is set to beat £15 billion in 2019 – but we’ll still have to wait a while before commercial applications of machine learning and augmented reality (AR) will seriously bolster the figures.

That’s the primary finding from Barclays in its latest report. Titled ‘Adtech ascendancy: The next wave of digitalisation in marketing’, the study focused on various...

By James Bourne, 05 March 2019, 0 comments. Categories: Advertising, Advertising Technology, Automation, Data-driven marketing.

Exploring the state of small business advertising in 2019: Tangible trends without the ‘millennial’ hook

Settle down, one and all, for yet another piece of research which aims to study the habits of millennials, the mythical catch-all marketing category. Yes, someone who was born when Joe Dolce topped the UK charts is part of the same group as someone born when the Spice Girls hit the summit with Wannabe. But can this latest study tell us anything aside from tiresome platitudes?

In this instance, yes – but you have to look away from the...

Get ready for the future content supply chain to be autonomous, brands warned

If you’ve got a well-oiled content strategy in place – or indeed several content strategies all vying for attention and wishing to become the chosen one – then a new report from SDL may be of interest. The study, called ‘Enabling the Future State of Content’, has advocated that brands need to rip up their current initiatives and look ahead to an automated future.

Naturally, it’s worth noting...

By James Bourne, 20 February 2019, 0 comments. Categories: Automation, Content Marketing.

Mobile marketers seeing ‘significant’ gains in data initiatives and investments

If you’re a mobile marketer and not putting a laser focus on data-driven campaigns, then where have you been? According to new figures from marketing platform YouAppi, almost all mobile marketers have increased focus and investment on data over the past five years – with the vast majority seeing improvements as a result.

The study, which polled more than 500 global in-house and agency marketers, found an...

By James Bourne, 19 February 2019, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Agencies practice what they preach with ‘mature’ content marketing strategies

Every agency out there has got an opinion – at least, one that you probably have to pay for – about how you need to do content marketing.

It’s gone beyond mere choice. More often it’s become a question of: quality or quantity? Naturally, some believe they can offer the content equivalent of the moon on a stick. Peter Bell, senior director at Marketo, wrote for this publication

By James Bourne, 14 February 2019, 0 comments. Categories: Branding, Campaigns, Content Marketing.

Hootsuite notes continued social rise amid fake news fears as Facebook stays on top

The yearly Hootsuite digital report has hit the stands again – and has found social media use continues to climb amid the issues of fake news and privacy fears.

The report, which clocks in at 200 pages for the global edition, shows an uptick across the board in terms of social and digital growth. Active social media users went up 9% year on year to almost 3.5 billion globally, while mobile social media users went up 10% to 3.25...

By James Bourne, 31 January 2019, 0 comments. Categories: Data-driven marketing, Social Media Marketing.

More than half of retailers look to utilise Internet of Things in next three years, report claims

A new report released by Boston Retail Partners (BRP) has argued that in order to offer customers a unique personalised shopping experience in every retail channel, stores must blend physical and digital strategies – including the Internet of Things (IoT) and augmented reality (AR).

Customers are interested in trying new technologies if they find improvement in their in-store shopping experience, the report notes. The...

By James Bourne, 30 January 2019, 0 comments. Categories: Customer Experience, Personalised Marketing, Video & Audio Marketing.

How to move from content creation to content automation – and improve engagement

Content marketing is naturally a vital process in terms of telling your customers – existing or potential – about your message, as well as become a lead generation tool in itself. But the content method can be industrialised through an ‘intelligent content supply chain’, according to a new study.

The findings appear in a report from content management firm SDL and analyst Forrester. The study, titled...

By James Bourne, 24 January 2019, 0 comments. Categories: Automation, Content 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.

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.

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.

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...

Make solving data fragmentation key for 2019 to deliver a greater customer experience

What do marketers need to do in 2019 to deliver a better customer experience? According to a new industry report, it’s all about ensuring the possibility of conversion at any point in the customer journey.

The study from advertising platform provider Criteo, which polled more than 900 direct response marketers, found – to the surprise of not many – a plethora of applications and accounts marketers have to...

Yannic Pluymackers, CMO, Lastminute.com: On management and creating moments for users

You don’t have to be a data scientist to be a CMO these days, but it helps.

That might be stretching the idiom a bit – but a data-centric background certainly hasn’t hindered Yannic Pluymackers. The chief marketing officer of Lastminute.com for more than two years – while admitting he is no data scientist himself – studied economics and statistics at university, and feels being conversant in these disciplines is...

How to achieve ‘consumer-first martech’ – and how the marketing clouds don’t quite stack up

If you’re going to invest in marketing technology, then it needs to have the customer experience at its heart. While this may seem a self-evident statement, new research from the CMO Club argues more can be done in aligning a consumer-first approach to marketing technology.

The study, which polled 69 chief marketing officers and was put together alongside Selligent Marketing Cloud, noted that both sides of the...

By James Bourne, 03 December 2018, 2 comments. Categories: Advertising Technology, Customer Experience, Marketing Cloud.

Jon Buchan: On how to secure leads and meetings by disarming – then charming – your prospects

It’s 9am on a regular working day, sometime around 2012. The computer has just been fired up, the coffee is starting to cool, and you ease yourself into proceedings with a cursory scan of your inbox. The vast majority of what you find is not to your taste. Emails that are full of jargon, with a cliched call to action, and so lacking in personalisation that they all blur into one dirge of dullness.

It certainly...

By James Bourne, 29 November 2018, 0 comments. Categories: Best Practice, Content Marketing, Email marketing.

Improving CX strategies: Get the balance right between technological and staff investment

Get the customer experience right, and the rest will follow, according to a new report from Engage Hub.

The study, put together alongside Sapio Research and which polled 100 UK-based customer engagement decision makers, argued organisations see customer experience as more important than even profit and revenue growth going forward. 36% of those polled said CX was the top business objective, compared with 34% for net profit and...

By James Bourne, 21 November 2018, 1 comment. Categories: Automation, Customer Experience, Data-driven marketing.

CMOs expect their budget to increase, says Gartner – but ROI needs to be seen first

CMOs are confident about their budgets increasing next year, according to Gartner – but if money is to increase, then it needs to correlate directly to business initiatives.

The analyst firm has put together a missive based on interviews with more than 600 marketing executives, with almost two thirds (63%) of CMOs expecting their budgets to go up in 2019. Budgets have remained steady this year, comprising just over a...

By James Bourne, 09 November 2018, 0 comments. Categories: Advertising Technology, Campaigns, 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...