Category: Strategy and Management

Transparency & navigating the adtech ethics conundrum: what the future holds

Post author By Ben Humphry
Post date 25th July 2018

With disruption continuing in all areas of marketing, transparency is the key driver of this change – the industry must reinvent the advertising model around ethically driven business practices, says Ben Humphry. The problem is twofold: marketers question visability and viewability and complain they are in the dark about ad buying results (were they great or were they faked?); meanwhile consumers fear they are being commoditised via their data . . . so resort to ad-blocking. Trust is eroding on both sides. Thus, adtech ethics must shift from concern to action – here’s how.

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Tags ad blocker, ad buying, ad fraud, adtech, advertising, advertising practice, advertising standards, brand protection, consumer data, consumer engagement, customer engagement, data insight, data strategy, digital marketing, fraud, legal and compliance, martech, personalisation, personalised ads

Global Insight Strategy and Management

5 branding lessons we can learn from the World Cup

Post author By Kubi Springer
Post date 20th July 2018

Learn how to play the branding game, says Kubi Springer – empower your team with a strong strategy and the skills to implement it. Here are her key branding lessons to help you maximise your ROI and make your brand as exciting as a World Cup victory.

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Tags branding, marketing strategy, mobile, WhatsApp, world cup

Data Protection Data Strategy GDPR Global Insight Strategy and Management

How to make your brand stand out as an ethical data user

Post author By Ardi Kolah
Post date 19th July 2018

Since GDPR came into force and with ever-tightening rules surrounding data collection and the data user, marketers are being urged to be more ethical, less intrusive. But Ardi Kolah argues that the issue is not about marketers’ sensitivity – or the lack of it – but with our own deepening digital trust.

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Tags Big data, data capture, data driven marketing, data marketing, data privacy, data strategy, legal and compliance, personal data

Americas Eastern Europe Europe Global Insight MENA Strategy and Management UK USA

Digital strategies: senior marketers – you’re being way too optimistic!

Post author By Sylvia Jensen
Post date 18th July 2018

Research by Acquia has exposed a huge gap between digital strategies and their execution, with senior marketers in large organisations being blindly optimistic and setting unrealistic expectations for their company’s digital ability. But Sylvia Jensen believes it’s not just a lack of skills or budget holding large organisations back, it’s also not having the right technology in place. She says brands need to be embedding digital within the culture of the business, rather than viewing it simply as a ‘tool’.

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Tags content management, customer engagement, digital marketing, digital transformation, marketing strategy, marketing technology, martech, personalisation

Data Strategy Global Partner Content Strategy and Management

Segmentation in 3 easy steps – how to segment lists

Post author By Sally Hooton
Post date 13th July 2018
No Comments on Segmentation in 3 easy steps – how to segment lists

Segment lists and watch results rocket! Here’s how – the GMA has partnered with Demand Exchange to bring you this report from Act-On, which tells how to do just that.

Marketers have noted a 760% increase in revenue from segmented campaigns, according to Campaign Monitor. And those are the results we all aim for from our email marketing efforts.

But as well as much better open rates and increased revenue, segmenting lists allows you to have smarter, more personalised and highly relevant conversations with customers and prospects – based on who they are and how they are engaged with your product or service.

Segmenting your database allows you to use a variety of factors, determining to whom to send one-off emails (about sales or events etc), or routine emails (such as newsletters), or when a prospect should be added to an automated program. Creating segments takes time, but the effort will pay off!

Tags data segmentation, data strategy, email list, list management, marketing campaigns, segmentation

Global Partner Content Strategy and Management

Expert ABM: The B2B Marketers Guide To Account-Based Measurement

Post author By Sally Hooton
Post date 2nd July 2018
No Comments on Expert ABM: The B2B Marketers Guide To Account-Based Measurement

B2B measurement can be very tricky. With all the data out there today, it can be difficult to measure and report on the right things. That’s why we’re recommending this – an entire eBook, devoted to the topic of measurement. The GMA has partnered with Demand Exchange to bring this report from DemandBase.

In this expert ABM guide, you’ll learn how to:

Distinguish between leading and lagging indicators
Identify key metrics
Evaluate your performance across the entire sales and marketing funnel

Tags ABM, account management, account-based marketing, B2B, B2B marketing, data strategy, measurement

Data Management Data Protection Europe GDPR Global Insight Strategy and Management UK

Restoring trust is a fantasy – learn to manage consumer distrust

Post author By Lucian Camp
Post date 26th June 2018

An increasingly digital, fintech-driven industry needs not more marketing, but better marketing, to ensure it’s successfully identifying consumers’ real needs and finding powerful and successful ways to engage with them. Post-GDPR, Lucian Camp points to the current crisis of data privacy concerns and trust issues and says marketers should now learn to manage consumer distrust, rather than to try to tackle the impossible task of restoring it.

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Tags Big data, consumer behaviour, consumer trust, data privacy, financial services, GDPR

Americas Global Insight Strategy and Management USA

Embrace the golden marketing opportunity – prepare for the silver tsunami

Post author By Tanya Chopp
Post date 22nd June 2018

The over-65s and their caregivers are a fast-growing segment and a ‘silver tsunami’ is approaching, says Tanya Chopp. Perhaps redolent of the inauguration of Donald Trump – who, at 70, was the oldest elected US President ever – seniors and the middle-aged are now taking centre-stage. So create products & services that cater for the ageing Baby Boomer demographic and campaigns that reach out to the grey market to make sure you don’t miss out on one of the largest opportunities of our time.

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Tags baby boomers, data segmentation, demographics, Gen X, millennials, segmentation, seniors, targeting

Asia-Pacific China Global Insight Strategy and Management

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

Post author By Doreen Wang
Post date 13th June 2018

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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Tags AI, Alibaba, Artificial Intelligence, branding, china, Chinese, customer service, e-commerce, international trade, JD.com, Lenovo, marketing strategy, smart home, Tencent, virtual reality

Best practice Europe Global Strategy and Management UK

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

Post author By Lucy Smith
Post date 12th June 2018

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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Tags content management, content marketing, customer experience, customer loyalty, diversity, ethics, ethnicity, Gen X, Gen Z, gender, marketing agencies, marketing campaign, marketing campaigns, marketing strategy, millennials, reputation, segmentation, social media