While consumers are seeking personalised recommendations more than ever, marketers are struggling to get the insight they need. So how can marketers bridge this ‘potential gap’?
Energy PR’s Sarah Evans on the ‘real world’ side of influencer marketing and how B2B organisations can harness the marketing power of their trusted industry experts.
As linear TV declines, CTV and Free Ad-Supported Streaming TV (FAST) content such as ITVX, All4, and Amazon’s new entry FreeVee, is picking up the relocated audience. From home screen ads to ‘direct to glass’ commercials, here’s a rundown of next-gen TV strategies three minutes.
The scale of social media can be daunting for marketers, but to create successful campaigns across all the options – like Instagram versus TikTok – brands need bravery, learning, and a mind for diversification.
Q: Can you gamify your marketing strategy without inflicting ‘survey fatigue’ on your target audience? A: Yes, but getting the approach and tone right is crucial to drive more engagement.
Video advertising can be used for all stages of the marketing funnel. Here are the differences between platforms to make your creative perform better.
A look at the steps marketers and their colleagues can walk through to fuel an international SEO strategy that overcomes the barriers of localisation and cements a strong presence in all your markets.
The CMO’s role is one of evolution – and increasingly where results have to be delivered fast. But a five-step plan can help those in the role – and their teams to once again become ‘masters of story’ says ROI Hunter’s Karel Schindler.
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.
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.
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.
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.
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?
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.
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.
Marketing strategies can become stagnant and boring. Apps have the potential to contain all marketing and materials for customers in one place, plus more.
Marketers need to future-proof their data strategies and conversion APIs could be the missing link they need to achieve this.
The European market can open doors to lucrative opportunities, but understanding cultural differences is a must. The solution? Partnerships.
Advanced marketing technology can lack basic ‘human’ instinct. How can brands emulate this at scale?
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.
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.
It’s more important than ever to clearly communicate your privacy-first credentials to your customers. Enter the personal data dashboard….
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’?
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…
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?
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?
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.
Find out how using the right triggers can get customers out of the messy middle and ready to purchase.
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.
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…
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.
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.
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...
As mobile games continue to conquer the world, how can incoming brands make the channel work for them? Here's 5 key tips...
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.
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.
5 ways to make sure your marketing strategy performs how it should
3 ways digital marketers can help drive action from their advertising.
In a busy marketplace where noise levels are getting forever higher, here are 3 ways to get your digital campaigns seen and heard.
B2B branding is a misunderstood discipline, but it can enhance ROI, employee satisfaction, cross-selling and customer advocacy.
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.
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.
Using data clean rooms can allow you to create real, useable data to drive campaigns in a post-cookie world.
Before investing in a new demand-side platform [DSP], here are the 10 questions you need to ask.
Four surprisingly easy ways to prevent your ads from inadvertently funding pirate websites.
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.
Partnerships offer a bypass around the traffic jam of overpriced, untrustworthy digital advertising, on the journey towards restoring consumer trust.
The ability to track and then predict what catches our eye on-screen is transforming our understanding of attention in advertising.
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.
7 ways to find the metrics you need to measure what’s important for your brand.
Get to grips with how the platform has changed, plus five new ways to get and stay seen.
Five ways that SEO and good web management can help you reduce your carbon emissions
Using native ads can help you cut through the clutter and foster seamless online experiences. But where do you start?
How can marketers ensure brand loyalty in an increasingly disloyal shopping environment?
Five top tips for revamping your paid search strategy and making your money go further
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.
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…
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.
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.
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.
Too many brands are relying on a ‘patchwork’ of methods and spending more on acquiring customers than they are worth.
Your guide to creating authentic-feeling conversations that improve customer service… and sales completion rates.
Every brand wants to go viral, but not many actually achieve it, and when they do it can be for the wrong reasons.
Performance marketing may have done all the hard work to attract customers and bring them to the point of purchase, but here’s how to get them over the line.
Personalisation can still be achieved without cookies, it just requires a different way of working.
Social media influencers can be divided up into four categories, and what makes them different is much more than just how many followers they have or the fee they command.
The key factors to consider when implementing a successful measurement strategy that will help prove impact.
Appearing in the box on the right of their page can make all the difference when it comes to sales.
Social commerce offers potentially the biggest new online commercial opportunity since the launch of Amazon, but what functions does each platform have to offer?
As shortages hit the headlines again, affiliates and advertisers have an opportunity to fight back by offering alternative supply routes.
Can software help you game the system and make the right bids?
Translating ideas so that non-experts can understand will help performance marketers get C-suite buy-in.
With streaming beginning to outpace linear channels on Smart TVs, it’s time to embrace the ad-targeting that maximises ROI.
Here are the top four things you need to consider while you make sure it is.
After years of being over-reliant on existing platforms, we need to get back to basics, says Oliver Vaughan, Global Head of Digital Marketing, Tug
As the field becomes ever more sophisticated, here's how think like an e-commerce specialist and stay ahead.
With social platforms looking to turn users into shoppers without leaving their bubble, here’s how to makes sure your brand doesn’t get left outside.
The digital skills shortage requires brands and agencies to think outside the usual channels. Jamie Clifford, Managing Director at iCrossing UK, explains how graduates and career changers can help unblock the talent gridlock...
With online shopping soaring and high streets shuttered during pandemic lockdowns, traditional brands without a substantial online presence have been playing catch up. The solution requires a shift in priorities...
The ways customers relate to brands is much the same as how people relate to each other. With social media, we are able to create stronger connections than ever before, with people crying out for a sense of community post-pandemic.
If acquiring a new customer costs five to eight times more than retaining a current one, what are the best ways to take care of those you have?
With over a quarter of Brits streaming more music on their commute than a year ago, marketers might want to consider a more personalised approach.
Each digital platform has a seductive array of benefits, making it feel easy for your business to be steered by any one of them. But what happens if your favoured channel goes down or people move away?
Simply spending more money on ads is unlikely to make the difference you need, especially when there are so many other distractions for consumers. So what can you do?
By using digital platforms powered by real data, you can get your staff up and running faster and continue to improve performance through more effective coaching.
How to create end-to-end transparency in the supply chain and be the brand consumers switch to, not from.
If brands are uncovered, not invented – what are the best ways to reveal the treasure that lurks beneath the surface?
There is a growing gap between the pace of digital transformation and the provision of the foundational skills needed to deliver it. The good news is that the C-suite is becoming more aware of the problem...
While bricks and mortar brands turn to online models and performance marketing strategies, digital natives now see the need for physical stores and brand building tactics. Can there be a best of both worlds approach?
Gaming is no longer just a boys’ club. But with global brands experimenting with the market, marketers need to act quickly.
When key decisions (and budgets) are being driven by data, it’s vital that information is as accurate as possible.