If someone talks about the many ways that martech - the technology used in marketing - has been helping marketing teams, the list seems to be almost endless. New tools are launched every day to deliver very specific data and measure all types of...
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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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Connected TV (CTV) is booming. In the UK alone, CTV growth is predicted to reach £220m by 2020, while the rest of the world has seen an astonishing increase of nearly 100 million new CTV sets every year.
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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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Homepage traffic has been the gold standard for measuring digital marketing success for almost two decades. Marketers have optimized organic and paid search strategies to drive consumers to a brand’s homepage, which digital directors...
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It’s predicted that 50% of searches will be voice activated by 2020 (Comscore). I’m slightly pessimistic we will reach this level of adoption; however, I think 2019 will see the foundations laid for people to drastically begin changing...
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I’m not a great one for crystal ball-gazing so I’ll try and keep this objective. The direction of travel is well established – ‘Transparency Land’ here we come!
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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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Several high-profile brands have taken a stance on social issues in recent years – both through advertising campaigns and policy. Think of Nike’s Colin Kaepernick advert and Lush’s ‘Spy Cops’ campaign.
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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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Given that you’re reading this article on your phone or laptop, you’d be forgiven for thinking that the world is very firmly dominated by digital media. An article about the decline of digital and the resurgence of traditional...
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First came the 'pivot to video' where businesses, media companies, and even social media platforms converted their once text-based content into engaging, captivating videos in hopes of intriguing a wider audience, keeping them on page...
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Meet Caitlin Ryan, EMEA Regional Creative Director at Facebook and Instagram. We sat down with Caitlin to hear her thoughts around what’s exciting for her in the digital industry right now, what inspires her on a daily basis and what she...
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Traditionally, marketers tend to think about channels. But as digital blurs lines between ‘the product’ and ‘the marketing’, marketers need to think harder about ecosystems - and particularly innovations like AI and voice...
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We’ve long heard about leading companies being data-driven. Many businesses nowadays have deep marketing data stacks with tens, if not hundreds, of tools generating real-time customer data down to the most minute, niche indicators of intent....
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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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