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Content Marketing Data Driven Channels Global Insight

Content marketing ROI and the measurement meltdown

marketing ROI start-ups data, entrepreneurial venture

A new survey has revealed how marketing professionals are struggling to convince decision-makers about the value of content marketing, due to a mix of high expectation and a lack of focus in terms of clear marketing ROI. And, while budgets are growing, it is getting harder to deliver the results now demanded by those holding the purse-strings. Marketers are under more scrutiny than ever, as the pressure is on to achieve the desired result. Kirsty Daniel investigates the survey findings.

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Best practice CRM Data Driven Channels Europe Global UK

Ramadan 2018: A reminder for brands to embrace cultural holidays all year round

cultural holidays

Ramadan, the 30-day period of ritual fasting and abstinence marked by Muslims around the world, has come to an end for another year. But what have brands learned about their campaign strategies around such cultural holidays – and can they take the lessons on board for the next opportunity to spike their business growth? Chris Baldwin takes a look at how they can hone their marketing and embrace different cultures.

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All content Best practice Insight

Today’s big brands – retail or not – are using CX strategically. Are you?

CX shopping

Are you providing a customer experience that best suits the needs of the customer, whoever – and wherever – they are? Whether in the physical store or online; all retailers need to make sure their service evolves with the customer’s expectations. Steve Borges, Co-founder of Biglight reveals how big brands are keeping up and how you can too…

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Data Driven Channels Global Insight

Social media influencers: why Instagram is rising in popularity

social media influencers

A poll among social media influencers has revealed why many prefer Instagram to Snapchat. Sophie Parry-Billings details the survey results and explains how marketers can leverage social influencers to further their campaigns.

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Asia-Pacific China Global Insight Strategy and Management

Chinese brands focus on innovation: why ‘Made in China’ is becoming cool

Chinese brands focus

In 2017, May 10 was declared the annual ‘Chinese Brands Day’ as the Chinese government, keen to build the country’s influence internationally, looked to help promote ‘Made In China’ brands. Here, Doreen Wang gives her thoughts on the impact of the initiative just after its first anniversary and looks at how Chinese brands focus on growth.

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Best practice Europe Global Strategy and Management UK

Diverse marketing and brand reputation: why it’s so important to embrace diversity

diverse marketing brand survival

How ‘diverse’ are your marketing teams? Are they viewing a campaign’s creativity from a multi-cultural, gender-fluid, age/ability-inclusive perspective? Or is there still an insensitive slant towards sweeping generalisation in your marketing messages? Lucy Smith calls for more diverse marketing and shows how and why your care and regard for all minority groups and segments can enhance your business reputation and customer loyalty.

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Best practice Content Marketing Data Driven Channels Global

Best tools to help generate ideas for your content marketing strategy

content marketing strategy

Mark Thomson shares his expert ideas for start-ups and those who are planning their content marketing strategy – showing the way forward through use of the varying tools of the trade.

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Best practice Global Legal & Compliance Strategy and Management UK

What does the future hold for sexist and stereotyping advertising?

stereotyping advertising

Ads that once gained traction across the world can now seem astonishingly sexist as society changes and we now baulk at blanket stereotyping – what might have been suitable THEN is simply not good enough any more. Accordingly, changes to regulations continue. Here, Nick Breen and Caroline O’Doherty describe the impact of a proposed new rule that will govern stereotyping advertising in the UK.

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Data Strategy Global Insight Strategy and Management

Big data versus old data – is it time to look back?

big data old data

Take another look beyond the ‘big’ at your historic, ‘old’ data – you might be surprised to see how well it can be leveraged to take your marketing campaigns onto another level. Michael Deane has tips to show how better results can be achieved.

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Global Insight Legal & Compliance Strategy and Management

Protect your reputation: the counterfeit epidemic is damaging brands like never before

damaging brands

Counterfeit goods trading is damaging brands, research from MarkMonitor shows, with almost half of brands reporting lost sales revenue as a result of fraud. More than half of the survey respondents agree that keeping a brand safe will become increasingly difficult over the next five years, with challenges coming from the areas of AI, the dark web and augmented reality. Chrissie Jamieson has advice on keeping your business reputation intact.

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