British constumers want more than just rewards

The number of British people who expect to be rewarded for their loyalty to brands has increased significantly in the last three years.

Young adults aged 18 to 24 are particularly keen on rewards programmes. More than half (51%) believe being rewarded for loyalty is among the top three ways brands can support society during crises, significantly surpassing their US counterparts (39%).

These are among findings from the latest Value Shift research from Hall &...

50% of consumers can detect AI-generated content

A recent study by digital asset management firm, Bynder, has uncovered how consumers interact with AI vs human content in 2024.

As more people start to use AI, consumer awareness of the tell-tale signs of content which is not human made is likely to increase. To put this to the test, Bynder ran a study to reveal how many people can tell when content is written fully by AI and how this impacts their engagement and opinions of the associated brand.

In a survey of...

Content chaos grows as marketers struggle with omnichannel demands

Hyper personalisation and localisation may be the end goal for most brands, but an increasing number of marketers are scrambling to manage the complex content requirements needed to deliver a truly omnichannel marketing approach.

This is one of the key findings from The State of CMS 2024 report, which has been published by content management system (CMS) specialist, Storyblok. 

The report details the results of a survey commissioned by Storyblok of 1,719 businesses...

Two thirds of SMEs have no marketing plan

After a long period of economic stagnation, a study of almost 2,000 decision-makers has found that 67% of businesses have no marketing action plan, and more than half don’t even have a business plan. 

The Marketing Maturity Report, by The Marketing Centre, asked people from hundreds of small and medium-sized businesses across the UK to mark themselves against 60 statements, to understand what companies are doing to grow their business.  

The majority of...

Most marketing managers forced to execute strategies they had no say in

More than half of marketing (53%), sales (55%), and customer experience (57%) managers report being sidelined during strategic discussions, yet are still expected to execute plans.

This is according to research from HubSpot’s Behind the scenes: A Marketing, Sale and Customer Success pulse check survey, which indicates a disconnection between business decision-makers and those tasked with delivering customer success in a revitalised post-pandemic UK...

Marketers keen to invest in generative AI ‘but lack know-how’

UK marketers are fully embracing the opportunities afforded by generative AI. Over the next 12 months, 72% of marketers will prioritise spending on AI and two-thirds (67%) will put up to 30% of their marketing budgets towards the technology.

These findings are taken from the 'AI & Composable Marketing Software Survey' conducted by Sitecore, a global leader in end-to-end digital experience software. Sitecore conducted the survey to both understand marketers’ use of generative...

Qudo democratises data-powered marketing with ‘freemium’ research platform 

New entrant to the burgeoning martech sector, Qudo, has launched its flagship Software-as-a-Service (SaaS) platform.

Through its unique data-driven approach, Qudo unlocks consumer insights for marketers in a cost-effective way, alleviating the impact of data protection regulations and browser cookie controls in the process. 

Its launch signals an important step in the democratisation of data-powered marketing, according to Qudo. While, historically, such...

74% of marketers embrace simplification and sustainability

Clevertouch Marketing, a martech consulting and service provider, has revealed the results of its latest annual State of Martech research, the only dedicated study into the martech industry.

In partnership with the University of Southampton Business School, a world top 100 university (QS World University Rankings 2022), Clevertouch surveyed more than 650 senior marketers across the UK, EMEA and USA to create a picture of the current state of the martech landscape.

Key...

Two-thirds of UK brands are underutilising marketing data

data

Almost two-thirds of UK brands are underutilising their data and limiting its effectiveness by focussing on general analysis activations rather than more sophisticated techniques.

While the majority are activating their data – just a small amount of marketers (5%) are not activating their data at all – only 39% of brands are utilising the power of advanced measurement solutions to gain granular insights from their data. 

This is according to a study of marketing...