ABM at scale – is it just smarter marketing or a whole new approach for B2B, leveraging marketing technology and the power of data to deliver real ROI? Alex Wares tells how to master intelligence-led marketing by taking ABM expertise out of the tech space.
Jon Martin takes a look at the potential good, the bad and the ugly when it comes to GDPR and how marketers can think positive and make the most of GDPR opportunities, rather than take a negative and gloomy stance over the incoming regulation.
Clearly understanding the need for customer segmentation puts marketers on their way to targeted, tailored and relevant marketing, says Abhi Yadav. But add to that some more detailed how-to info and you can empower your customer data, meaning you are even better placed for a greater return on your investment. Here’s that how-to info:
Make sure your blogging strategies are promoting your website and pushing visitors your way. Don’t waste time and energy writing posts that don’t engage – check out the infographic that talks you through the state of the blog industry, from creation to the way forward. Josh Wardini uses the insight to show how to boost your blog’s performance.
It’s a quandary currently causing anguish for American law-makers: Should the US government (aiming to track and rout terrorists and fraudsters) have the power to search email data that’s stored on a server in another country? Or would this open the floodgates for international ‘snooping’ and thus be a potential violation of personal data privacy? How seriously would global business be affected if data no longer feels secure and protected across borders? Robert Howells investigates the facts, weighs up the pros and cons and worries about the future . . .
The forthcoming GDPR is designed to help protect consumer data, not to hamper businesses and hog-tie them with red tape. Those businesses that adapt to the changing rules – that turn big data into smart data – will survive and thrive, says Julie Neilson, explaining how marketers in the retail, automotive and financial services sectors are surmounting the obstacles and reaping the opportunities . . . showing that it can be a case of new privacy rules OK!
First, computer cookies as data collectors and now AI, bots and myriad automation – they are all bringing a level of ease and convenience to our lives as consumers; offering targeted ads, using our locations and preferences for relevance, saving us our valuable time. But they also offer unease and concern . . . followers or stalkers, assistants or snoopers? Just how far can technology – and brands and even governments – go when it comes to gathering and using data? It’s all about ethics, says Steven van Belleghem, delving into the great privacy & technology debate.
The success and failures of last year’s Christmas advertising campaigns are now available for all to compare and here, Josh Krichefski takes a look back at which advertisers delivered some real crackers, what brands can learn from the winners and losers – and what they should put on next year’s Christmas list to ensure their festive advertising success.
Technological advancements are having a huge effect on data management and insight that can be gained from careful data analysis – delving ever deeper into big data to enhance and perfect the customer experience. Nicolas Finet takes a look down the year ahead, examining the evidence and thoughts of field experts, and makes a few considered predictions.
Chinese New Year falls on Friday February 16 this year and we leave the rooster and move into the year of the dog. But alongside this traditional celebration, the Chinese calendar is now filling up with new events that are designed to entice consumers into shopping and spending. Elspeth Cheung identifies the best digital & events marketing strategies for festivals new and old.