Category: Insight

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Data Management Insight Strategy and Management

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

online marketing science, free delivery

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

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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Data Strategy Global Insight Strategy and Management

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

new tech

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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Europe Global Insight Strategy and Management UK

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

inspired leaders

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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Global Insight Strategy and Management

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

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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Americas Europe Global Insight Strategy and Management UK USA

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

global connectivity, internet giants

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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Data Driven Channels Europe Insight UK

Measuring the happiness factor: how brand loyalty stats stack up

loyalty stats

Pharrell Williams sang about being Happy back in 2013 and topped the charts in 35 countries – and that’s an ‘earworm’ that marketers should take on board long-term, researcher Ben Pask says, since the customer’s pursuit of happiness can drive brand loyalty. So, are your loyalty stats reflecting lots of happy customers? If not, why not?

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Americas Asia-Pacific Europe Global Insight Latin America Strategy and Management UK

Societal marketing: awkward no more – ‘disability has never had it so good’

societal marketing, inspirational marketing
Girl hand holding colourful balloons

Advertising with a social consciousness – putting human welfare above profits – has gathered momentum, with societal marketing becoming mainstream. Mike Alhadeff focuses on disability and how marketers have been displaying sensitivity and a conscience, especially since London 2012.

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Data Driven Channels Europe Global Insight Marketing Automation UK

Time-saving techniques for PPC advertising

internet trends PPC advertising

Managing pay-per-click (PPC) advertising can prove time-consuming, but paid search is often a major part of a marketing strategy. Here are tips and tactics to help SMEs save time with their PPC advertising by leveraging technology.

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Artificial Intelligence Data Innovation Global Insight

The marketing revolution: how AI is helping marketers to be more efficient

marketing revolution

Be not afraid! Instead of a revolution that routs and destroys, artificial intelligence is driving a marketing revolution that will make our industry more intelligent and empowering. It will free-up marketers from the mundanity of day-to-day tasks, enabling ever deeper analytics and insights and creating finer personalisation and customer service. Here’s how:

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