Despite the ease of email and simplicity of social media, meeting people in real life is still essential for successful business relationships. According to a 2018 Ofcom report, the average person in the UK now spends more than one full day a week...
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IAB UK recently launched National Anti Click-Through Rate Day, to highlight the industry’s over-reliance on vanity metrics for measuring digital ad effectiveness. This light-hearted message underlined a more serious need for advertisers to...
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There are two main ways in which a company can be set up nowadays: we have the traditional, or brick and mortar one, and the online businesses which have started growing in popularity. Even so, most people still choose to create traditional...
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2018 will go down as the year in which advertisers spent a huge amount of time and energy debating whether they should in-house or outsource different elements of their marketing supply chain. And while the debate has often been led by digital...
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Influencer marketing used to be an ad hoc marketing experiment. However, over the last few years, the industry has become more sophisticated, in part based on the demands of the more educated influencer marketing customer. Most brands already...
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2018 has been a huge year for digital advertising, with H1 this year showing that the total UK digital advertising market is now worth £6.4bn, up 15% y-o-y. Digital video continues to transform and innovate the digital advertising experience...
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Throughout 2018, it seemed the pressure on retail marketers reached boiling point. With a string of retailers closing their doors for good, many have been left wondering how it’s possible to survive in such a tough environment. Does this...
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Everyone remembers the litmus test from chemistry class at school, where a piece of litmus paper is dipped briefly into a liquid substance to determine its level of acidity. A simple test devised to draw broad conclusions from a single factor;...
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Optimising the customer experience is the single most exciting opportunity in today’s marketplace and while marketers are struggling to deliver – they aren’t the problem: ‘empty software’ is.
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The unrelenting storms of change buffeting the retail world continue to impact our industry with brick and mortar chains downsizing or shutting down altogether. E-commerce platforms continue to secure bigger shares of consumer spending, thanks in...
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With half of all marketing budgets expected to be allocated to online channels by 2020, we have more data at our fingertips to power decision-making than ever before. CMOs have had to re-invent themselves and become technologists, and there is...
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For many years, Multi-touch Attribution (MTA) has been held up as a magic bullet that will solve many challenges for marketers and show them the true worth of their efforts and be able to optimise in real time. But the truth is MTA on its own has...
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The rapid growth of China’s lucrative outbound tourism market is nothing new to the travel industry. According to the data from United Nations World Tourism Organization (UNWTO), Chinese outbound travellers spent US$258 billion in 2017,...
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Nobody has quite yet cracked the code of the video experience yet, but there are key strategies to help unlock it and engage with audiences that are wading through a deluge of digital distractions.
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How many times have you been hit on today? No, not like that – but by a slew of email messages, internet pop-ups, billboards, radio broadcasts, TV ads, online marketing and a variety of print media? Twenty times? Fifty? A hundred? More?
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No matter how much the processes that power digital advertising have changed, two key drivers have remained the same: maximising reach and ROI.
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The philosopher Heraclitus wrote, “The only thing that is constant is change.” It’s a statement that remains just as true today as it was back then. Yet, somehow, we still often manage to fail miserably at managing change, with...
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This year has been relentless when it comes to the evolution of video: YouTube safety scandals, new products from Instagram and Amazon, Snapchat’s yo-yo-ing fortunes, Facebook’s dominance… and then there was Magic Leap.
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Marketers need to understand who their target audience is before attempting to reach them, and that means sifting through a seemingly endless amount of consumer data generated from disparate channels and technologies.
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