Category: Europe

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Europe Global Insight Strategy and Management UK

All I really wanted for Christmas was – ‘TV ad first’ brands to join us in the new world

holiday marketing, Christmas TV ad

Did the John Lewis TV ad ‘Moz the Monster’ prompt you to buy from that retailer . . . or do you fast-forward through the ads? Sweet seasonal telly ads leave a bad taste in the modern connected-up world, says Alex Hill – who believes brands busting their budgets on a big Christmas TV ad campaign should instead think audience-first, with social and digital activity leading the marketing, rather than the other way round.

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Americas Best practice Europe Global Strategy and Management UK USA

Seasonal versus all-year: how to pack a punch in the discounts battle

discounts battle

All too soon, deals won in the discounts battle fought during major retail events such as Black Friday & Christmas fade into last year’s bottom line and marketers turn their thoughts to a new year and fresh battlegrounds! But Chris Baldwin has advice and strategies that will create value for retailers all year round.

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Asia-Pacific Case Studies Data Management Europe Global Japan Netherlands Strategy and Management

Pedal to the metal — bringing the Mazda customer journey to life (case study)

Mazda customer journey

We are currently witnessing a period of immense change within marketing, says Anoma van Eeden. Consumers are far more aware of the ways in which brands are communicating with them and more savvy in determining and dictating their own customer experience – so here’s how the Mazda customer journey was made unique to the individual, bringing a fully connected and personalised experience.

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Best practice Europe Strategy and Management UK

As UK DMA awards inspirational marketing campaigns, here’s our ‘best of the best’ list

societal marketing, inspirational marketing
Girl hand holding colourful balloons

As the year draws to an end, the UK DMA has staged an awards event in London, giving top accolades to campaigns that have demonstrated inspirational marketing in action. Here’s a look at some of the best ones:

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Best practice Data Protection Europe GDPR Global Legal & Compliance Strategy and Management UK

The Golden Quarter & GDPR – opportunities for marketers

golden quarter & GDPR

The Black Friday/Cyber Monday period is the starting pistol that signals that start of ‘the golden quarter’, when most retailers lock in their profits for the year. It’s also a time when having a good customer database – along with reaching the right consumer with the right offer at the right time – is critically lucrative for brands. However, the looming prospect of GDPR is set to make the gathering and use of customer data more complex. So what should marketers be doing now to ensure their golden quarter & GDPR plans go platinum in 2018?

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Best practice Data Driven Channels Europe Global UK

A successful social media future . . . and why it’s time to give up predicting marketing trends in 2018

Snapchat marketing strategy, successful social media

Are you aiming to deploy a successful social media strategy next year? As 2017 draws to a close, social media expert Luan Wise shares her marketing checklist for 2018 and reasons why it’s futile to focus on future trends.

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Belgium Case Studies Europe Global Netherlands Strategy and Management UK

Online shop expertise shows how marketing could look ‘the day after tomorrow’

online shopping case study , gift shopping online, customer reward

The way we were, as consumers, has changed beyond recognition – ask your gran about the tiny corner shop, or half-day closing! Now, we have e-commerce and the ability to buy anything, anytime we like. But how about tomorrow’s world – and how will marketers and e-retailers cope with the ever-increasing demands of the savvy e-shopper? In this interview by Steven van Belleghem, an expert practitioner shares his online shop expertise and view of the future:

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Americas Best practice Data Protection Europe GDPR Global Legal & Compliance Strategy and Management UK USA

As mist around GDPR lifts – 5 steps to help you keep calm and carry on

GDPR compliance, mist around GDPR lifts

It seems to Robert Howells that marketers are beginning to see clearer skies ahead as the mist around GDPR lifts, panic subsides and the May 2018 deadline approaches. But, in case you are still wary and unsure of how to finalise getting your data shipshape and in good order before the new regulation comes into force, here are some guidelines to help you.

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Africa Americas Argentina Asia-Pacific Brazil Europe France Germany Global Insight Kenya Latin America South Africa Strategy and Management UK USA

Native advertising 2020 – 5 global futures for a format on the rise

redefining retail lessons Amazon Prime Day, native advertising 2020 , Digital evolution, omni-channel

Global spending on native ads is predicted to hit $85.5bn a year within the next two years; it’s a format that is deemed to offer a more appealing and engaging user experience and is thus rapidly growing in popularity among marketers and brands – likely to overtake banner ads as the field leader in display advertising. Here’s a glimpse into tomorrow’s digital ad world and what the more creative, relevant and editorially compelling native advertising 2020 could add up to.

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Best practice Data Governance & Security Europe GDPR Legal & Compliance Strategy and Management UK

Focus on the merits of GDPR – rebuilding consumer trust

merits of GDPR

For most marketers, 2018 will be a milestone year – the year when their data comes under scrutiny by both regulators and consumers themselves, who are increasingly aware of the value of their personal details and concerned about how they are used. Is your company ready to comply with the changing GDPR? Are your data policies in order? Marketers need to focus on the merits of GDPR and how it will rebuild consumer trust. Here’s what you should be aware of and why you should be preparing now, before the new regulation becomes law in May 2018.

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