How To

How to deliver a single customer view

Gathering all your customer data and merging it into a single record may seem daunting, but Melissa’s Barley Laing offers the step-by-step toolkit to better understand your customers, better personalise and better obtain insight into product or service improvement needs.

How to drive sustainability in search

From optimising image sizes to reviewing crawl logs, steps can be taken to reduce the environmental impact of websites and digital marketing – and improve the user experience.

How to make the most of next-generation SSPs

On the surface, it seems to be a tricky time for supply-side platforms (SSPs) as Yahoo shuts down its SSP and EMX recently filed for bankruptcy. But this turbulence is actually reflective of a positive step towards a more efficient system: supply path optimisation.

How to reach the ever-moving customer: examples from Amazon Ads

Amazon’s advertising business grew 19% last year, in stark contrast to slowdowns from Google and Meta. Here’s how a customer-centric attitude and 'test and learn' approach can help marketers get the most out of this growing platform.

How to get next generation loyalty with value-based interactions

Keeping customers is getting harder, as they are forced to spend less elsewhere. How can marketers tap into customer’s emotions to keep them loyal long-term?

How brands can utilise SEO to withstand 2023

Lowering the price of your product or service may seem like the best move in a recession, but brands can instead harness their search data insights to boost value and stay connected with changing customer needs.

How to choose the right data clean room

Data clean rooms (DCR) offer a cookie-free alternative to audience targeting for marketers. But a good DCR should be capable of more than just data collaboration.

How to disrupt your marketing with an app

Marketing strategies can become stagnant and boring. Apps have the potential to contain all marketing and materials for customers in one place, plus more.

How to accelerate your conversions by future-proofing your measurement

Marketers need to future-proof their data strategies and conversion APIs could be the missing link they need to achieve this.

How to unlock the European market with partnership marketing

The European market can open doors to lucrative opportunities, but understanding cultural differences is a must. The solution? Partnerships.

How to make digital platforms more ‘human’

Advanced marketing technology can lack basic ‘human’ instinct. How can brands emulate this at scale?

How to win more Black Friday customers with SEO

From on-the day optimisation to all year round pages, here's a 10-step guide to preparing your content for one of the biggest consumer spending events of the year.

How to go viral on TikTok

Going viral on social media is not just about pleasing the crowd, but playing the game. It is possible to plot a path to success, you’ve got to do what the algorithm wants.

How to implement data ethics for a competitive advantage

It’s more important than ever to clearly communicate your privacy-first credentials to your customers. Enter the personal data dashboard….

How to prepare a best-in-class strategy for Black Friday

This year’s shopping phenomenon will be dominated by online retail, while the FIFA World Cup presents unique opportunities for an ironclad Black Friday strategy – but what is ‘best in class’?

How brands can navigate the challenge of fake followers

1 in 4 Instagram influencers purchased fake followers last year - equivalent to 15% of their total followers. It’s time brands stopped overpaying for bots…

How to adapt digital marketing for a downturn

When economic change impacts customer behaviour, it’s business behaviour that needs to pivot - not the budget. So how can marketers weather the incoming economic storm?

How to write better content for SEO

Google’s Helpful Content update means it is far less easy for copywriters to ‘game’ search engines, though this shouldn't be happening anyway. But what makes good content with a customer-focussed mindset?

How to build useful content briefs

From time-consuming templates to understanding the nuances of structure versus copy, creating a truly useful content brief is an SEO professional’s achilles heel. Here’s some top tips for a smoother, collaborative process between SEO and content.

How to move customers out of the messy middle

Find out how using the right triggers can get customers out of the messy middle and ready to purchase.

How to reduce bounce rates with a website audit

In July, the average website bounce rate was 41%. Here’s 3 steps to audit your website and turn visitors into loyal customers and brand champions.

How to thrive without cookies

From data partnerships to marketing mix modelling, to be successful in a cookieless future, marketers will need to have the confidence to reach the same, if not wider audiences. Here’s four simple steps to success…

How to ensure OOH success in a digital-first world

Digital-first habits from the pandemic are sticking and the game has changed for traditional out of home campaigns. Here’s how to stand out in the digital-first streets.

How to grab people's attention... and keep it

Past behaviour is a poor guide to a consumer’s current mindset. Here’s a modern marketers guide to catching the consumers attention in a media saturated world.

How to deliver more effective email newsletters

They might be old school but they are still one of the most effective CRM channels when done right. Here's 7 tips to supercharge your email newsletters for 2022...

How to advertise in mobile games

As mobile games continue to conquer the world, how can incoming brands make the channel work for them? Here's 5 key tips...

How to battle ad fraud with blockchain

The inherently transparent nature of blockchain technology means every transaction is visible and can’t be tampered with, making it ideal for tackling this blight.

How to navigate the Data Reform Bill

At last there’s more detail from the UK Government on plans to reform UK data protection law post-Brexit. Here’s what you need to know, and what you can do.

How to make your TikTok tick

5 ways to make sure your marketing strategy performs how it should

How to make sure your retail marketing budget counts

3 ways digital marketers can help drive action from their advertising.

How to stand out from the crowd

In a busy marketplace where noise levels are getting forever higher, here are 3 ways to get your digital campaigns seen and heard.

How to get started with B2B brand advertising

B2B branding is a misunderstood discipline, but it can enhance ROI, employee satisfaction, cross-selling and customer advocacy.

How to save billions of dollars (currently being wasted on ineffectual ad spend)

Using metrics that don’t tell the whole story can cost you dear. Here are two ways to make sure you get more for your spend.

How to be a winner in retail media

With this burgeoning channel set to grow and grow as cookie deprecation looms, here are five top tips to help brands and marketers win big.

How to use clean rooms to create a VIP data experience

Using data clean rooms can allow you to create real, useable data to drive campaigns in a post-cookie world.

How to choose the best DSP for you

Before investing in a new demand-side platform [DSP], here are the 10 questions you need to ask.

How to rid the web of ad-funded piracy

Four surprisingly easy ways to prevent your ads from inadvertently funding pirate websites.

How to accelerate your digital transformation strategies

Don’t get stuck trying to work it all out first – with a ‘get started, learn fast’ model you can audit your current data to glean insights then quickly build on that foundation.

How to launch a partnership programme

Partnerships offer a bypass around the traffic jam of overpriced, untrustworthy digital advertising, on the journey towards restoring consumer trust.

How to calculate attention through eye tracking

The ability to track and then predict what catches our eye on-screen is transforming our understanding of attention in advertising.

How to ensure your CMP notice creates the best user experience

Using a Consent Management Platform [CMP] properly can stop you alienating the very people you want to find out more about – to everyone’s benefit.

How to embrace brand performance measurement

7 ways to find the metrics you need to measure what’s important for your brand.

How the Instagram algorithm works in 2022... and how to optimise for it

Get to grips with how the platform has changed, plus five new ways to get and stay seen.

How to make sure your website isn’t killing the planet

Five ways that SEO and good web management can help you reduce your carbon emissions

How to win over your audience with effective (and unobtrusive) native ads

Using native ads can help you cut through the clutter and foster seamless online experiences. But where do you start?

How to keep digital customers loyal

How can marketers ensure brand loyalty in an increasingly disloyal shopping environment?

How to make your paid search, er, pay…

Five top tips for revamping your paid search strategy and making your money go further

How to manage your pipeline and boost sales

Sector, product or service aside, to succeed in today’s challenging business environment you need a sustainable flow of sales. And crucial to this is a robust and measurable sales pipeline.

Universal Analytics Vs Google Analytics 4: your questions answered

With Google sunsetting its popular Universal Analytics next year, we provide a practical guide for performance marketers migrating to Google Analytics 4, and the key differences to expect…

How to personalise ads without cookies

As the shutters start to roll down on third-party data, marketers need to navigate the shift to first-party data, build good partnerships and find a balance between engagement and intrusiveness.

How to optimise Pay Per Click (PPC)

Technology is advancing by the day. To be seen by and engage with consumers, marketers need to keep on top of Pay Per Click and paid social trends now, or risk falling behind.

How to create great branded content

With the last year changing the way we work, marketers now need to meet customer expectations and create authentic and interesting branded videos that not only get the content noticed but retain attention, spotlight the brand, gratify its viewers and lead to action.

HOW TO...