Month: September 2017

Online marketing science – changing billboards to banners isn’t enough

Post author By Pini Yakuel
Post date 28th September 2017

Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere. Customer data should be carefully individualised and detailed, segmented into specific personas; the art of advertising has morphed into the online marketing science of data analytics.

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Americas Data Strategy Europe Global Insight Strategy and Management UK USA

Our top 8 reasons for using an account-based marketing strategy

Post author By Craig Hanna
Post date 27th September 2017

understanding marketing data, an account-based marketing strategy

It’s not just another handle for key account marketing, but a different way of viewing and doing and being effective; actioning your B2B marketing strategy. Read our reasons for deploying an account-based marketing strategy.

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Tags ABM, account-based marketing, customer data, customer engagement, marketing strategy, personalisation, targeting

Artificial Intelligence Data Innovation Global Next Practice

AI insight: ‘moments that matter’ are no use without the merchandise

Post author By Joe Peters
Post date 26th September 2017

For too long, brands have focused on the who and the where of advertising and, along the way, have lost sight of the ‘what’. In today’s AI insight driven world, technology is at the forefront of helping put the right ads in front of the right people at the right time. Rocket Fuel’s Joe Peters looks at how dynamic creative optimisation is helping to end the guesswork.

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Tags ad blocker, advertising, AI, Artificial Intelligence, content management, customer engagement, marketing automation, martech, programmatic advertising, targeting

Best practice Data Innovation Global

Website strategy for start-ups – 10 tips for choosing the right domain name

Post author By Sally Hooton
Post date 25th September 2017

If you are in the process of setting up a new website, think carefully about the domain name you aim to use. It’s the first thing your potential customer will see and should sum up concisely and accurately what your business is all about; so don’t try to be clever – be clear. These expert tips and an infographic explain how.

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Tags domain names, internet trends, keywords, legal and compliance, marketing strategy, search engine optimisation, SEO, start-up, web analytics, website analytics

Best practice Europe Global Legal & Compliance Strategy and Management UK

Online brand safety: how to protect your investment in digital

Post author By Richard Foan
Post date 21st September 2017

Marketers want to know that their investments in digital advertising are protected against fraud and ads appearing on illegal or inappropriate websites. JICWEBS’ chairman Richard Foan explains what steps towards ensuring online brand safety have been taken by the industry.

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Tags ad fraud, advertising, branding, digital marketing, legal and compliance, marketing strategy, online advertising, web analytics

Data Strategy Global Insight Strategy and Management

How to adjust your vision of new tech, data marketing and business growth

Post author By Minter Dial
Post date 20th September 2017

The arrival of the digital age has flummoxed many marketers – some of whom still call decade-old technology (such as smartphones) new tech. Three-quarters of the web’s sites are inactive, full of graveyard content, and there’s a deluge of data as yet unprocessed. Get with it and pick up the pace, says author Minter Dial; don’t let your business get left behind. Look to the future . . .

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Tags AI, Artificial Intelligence, Big data, content management, customer engagement, customer experience, dark social, data management, email, influencer marketing, IoT, martech, smart devices, smartphones, social media, WhatsApp

Europe Global Insight Strategy and Management UK

Marketing is everyone’s job – from inspired leaders to cleaners

Post author By Kevin Gaskell
Post date 20th September 2017

If employees think that marketing is a job done only in one department, the company is heading for trouble, says former Porsche MD Kevin Gaskell, who believes that everything the customer touches relates to marketing and needs to be done well. He says ‘inspired leaders’ recognise the importance of every single interaction and build that idea into the business.

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Tags brand advocates, branding, customer experience, customer experience management, innovation, innovation strategy, marketing strategy

Global Insight Strategy and Management

Getting the marketing message across – why the voice you choose is vital

Post author By Stephanie Ciccarelli
Post date 19th September 2017

marketing message, influencer marketing 2.0

Do you use a celebrity or the girl next door to share your marketing message and win share of voice within your target marketplace? The tone you take is telling, as research shows, says Stephanie Ciccarelli.

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Tags baby boomers, content management, content marketing, creative, demographics, film, millennials, mobile, mobile apps, radio, virtual reality, voice-over

Americas Europe Global Insight Strategy and Management UK USA

What does dominance by internet giants Google and Facebook mean for data marketers?

Post author By Hannu Verkasalo
Post date 14th September 2017

Facebook and Google increasingly dominate the time people spend online and there are both pros and cons in this web duopoly. Verto Analytics’ Dr Hannu Verkasalo spells out the implications for data-driven marketers of having two such powerful internet giants.

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Tags cross-device, data analysis, demographics, Facebook, Gmail, Google, Google Search, Instagram, internet trends, marketing campaigns, mobile, mobile apps, Snapchat, social media, user experience, web analytics, WhatsApp, YouTube

Case Studies Data Driven Channels Europe Global UK

Service with a smile: Marston’s – customer engagement on tap (case study)

Post author By Jason Hemingway
Post date 13th September 2017

When it came to customer data, instead of drinking from the fountain of knowledge, brewer and pub chain Marston’s was alarmed to be watching most of it trickling down the drain. The company realised it should get to know its customers and build a relationship with them. Here’s how they did it:

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Tags brand advocacy, branding, case study, customer data, customer engagement, customer experience, customer experience management, data management, data strategy, marketing strategy, user experience