Category: Global

Digging into big data: how deep learning can unlock marketing insights

Post author By Tim Scargill
Post date 5th October 2017

The news is full of how artificial intelligence will transform the world around us, but as marketers, how will it impact our industry specifically? Here we explore why one technology in particular holds a lot of promise for data-driven marketing. Because in all that big data we produce, there are countless hidden insights that we’re missing every day — and deep learning is the key to unlocking them.

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Tags AI, Artificial Intelligence, Big data, customer data, data analytics, data segmentation, demographics, machine learning, marketing campaigns, predictive analytics, social media

Best practice Global Strategy and Management

Selling to Generation Z: what brands can learn from online fast fashion

Post author By Katie Woodhead
Post date 4th October 2017

From product selection and presentation through to search, filtering and promotions, retailers such as ASOS, Missguided and PrettyLittleThing are top of the class when it comes to speaking to Generation Z. As these technologically fluent post-millennials enter the world of work and start to purchase from a wider range of brands, how can retailers tempt them across their virtual front door? Katie Woodhead examines lessons other brands can learn from the online fast fashion fraternity in communicating with the twentysomethings –
the next generation of consumers.

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Tags branding, customer engagement, customer experience management, customer loyalty, demographics, e-retailing, influencer marketing, luxury brands, marketing strategy, millennials, mobile, mobile apps, social media, voice search

Americas Data Management Global Insight Strategy and Management USA

Mature companies: what data do you need and how do you get it?

Post author By Robert Howells
Post date 2nd October 2017

Marketing consultant Robert Howells presents the third and final part of his series of articles looking at data strategy and business goals. He has traced businesses from start-up (and discussed data quality being more valuable than quantity), through SMB (examining analytics and scale) and now looks at more established businesses – mature companies’ data and what they should being doing with it as a tactical asset.

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Tags ABM, account-based marketing, B2B marketing, CRM, customer experience, data analysis, data analytics, data integration, data security, data segmentation, data strategy, email, influencer marketing, marketing strategy, personas, programmatic advertising, social listening, telemarketng

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