Correctly analysing customer data is part of modern marketing strategy. But understanding marketing data and viewing it clearly is not always achievable. Author Steve Wexler explains how to simplify the task.
Social media listening can have a monumental effect on your business – garnering customer insights and improving engagement, building brand loyalty and, thereby, increasing revenue. Learn how and why to do it well:
Whether B2B, B2C, Enterprise, SMB or a start-up, sports sponsorship is important to marketing strategy, says Ishveen Anand. Here, she explores how sponsorship has primarily been viewed as a channel reserved for the biggest brands with the biggest budgets – but she calls for a recount, showing how smaller brands can successfully take part in sports marketing.
Ten years on from the first airing of the hit TV series Mad Men, about a ‘golden age’ of advertising – a world of sexism, racism, hard drinking and even harder smoking – Dale Lovell looks at how the ad world changed after Mad Men and why the modern era of technology, appropriate data targeting and creative must coexist in order to maximise today’s advertising campaigns.
Storytelling – specifically, video storytelling – is the ‘big thing’ when it comes to content marketing, says Bob Dearsley – who cuts through the noise to bring advice on when and how to add video to your content marketing strategy.
One was a masterclass and one a bit of a mess: Burger King and Walkers, their risk-taking personalisation strategies and their campaign results, are explored here. But marketers, be warned: learn from these experts, but be cautious – assess all potential outcomes (and don’t underestimate the quick-witted public) – before rolling out risky advertising.
Nearly half of online ads served aren’t delivered to the audience that advertisers intended, with campaigns particularly struggling to target women. So what can marketers do to improve targeting and digital campaign accuracy?
Does your email arrive safely in the inbox – or end up in the spam filter? Mailbox providers deploy email engagement metrics to identify reputable senders – so marketers should take heed of subscriber complaints. Examine the email journey, advises Guy Hanson, and how emails are perceived by recipients, in order to successfully reach subscriber inboxes.
New regulations come into force next May around data consent, but what will be the marketing consequences of GDPR? Robert Howells makes some predictions on who will benefit and who will struggle with the effects of GDPR.
SEO – Search Engine Optimisation – is one of the greatest tools that online marketing offers, but it can work for or against you. It all comes down to your knowledge of the SEO rules and standards that apply to all sites on the internet, even the best-known ones. Abide by these rules and watch your rankings soar – ignore them at your peril: