Five ways marketers can leverage personalisation – without violating privacy

In today’s digital-first marketplace, personalising the customer journey matters more than ever. As personalised marketing tools become increasingly intelligent, companies gain unparalleled insight into how their customers behave, which helps these brands better understand and cater to their target audiences.

In some cases, this insight can be a double-edged sword. People appreciate personalised customer experiences, but some users rebuff marketing tools that access information...

Gartner’s CMO advice: How to create value-based martech for uncertain times

I’ve worked on Gartner’s annual CMO Spend Survey for a number of years, but 2020’s survey has been the most interesting to work on by far. It captures marketing in a time of upheaval, as it struggles to understand how to respond to COVID-19’s immediate challenges and forge a path towards recovery and renewal.

Uncertainty abounds, and CMOs vacillate between wild optimism (almost 80% believe that COVID’s impacts on business performance will be short-lived) and deep caution...

Why security in online forms is key to delivering great customer experiences

The web has made it easier than ever to gather and analyse valuable data from consumers. Whether that data is collected through cookies or online forms, it can transform how you operate by helping you improve the customer experience and develop smarter marketing and sales strategies.

But collecting and using this data can be a double-edged sword: When customers trust you with their personal information, it also means they will hold you responsible if it’s...

Affiliate marketers share their insight: When is the pain worth the gain with automation?

Automation is revolutionising the digital marketing world, as with many other industries, changing the scope of what is possible, the way teams are structured and the expectations we have.

However, the affiliate universe faces an additional dilemma: How to bring this powerhouse of technological change into an industry built on a foundation of human relationships.

Inhabiting a world somewhat separate from display, search and other digital marketing offerings means that...

CMOs maintain optimism for post-Covid marketing budgets despite fears, says Gartner

Marketers are adopting a 'stoic' attitude to their marketing budgets post-Covid-19, but it is an opinion not widely shared by their C-suite colleagues.

That is the top line finding from the latest Gartner CMO Spend Survey, which found almost three quarters (73%) of CMOs expect the pandemic's negative impact to be 'short-lived.' The after-effects, according to heads of marketing, are expected to turn positive within 18-24 months, with CMOs reporting increased investments across...

Facebook: Zuckerberg says ad boycott will end ‘soon enough’ as Oxford study explores impact

As the number of companies boycotting Facebook continues to grow, a study from the University of Oxford argues an 'immediate' negative impact could result, particularly in the retail sector.

Various major brands, including Adidas, Coca-Cola and Starbucks - with PlayStation the latest big name to join - are withdrawing advertising to pressure the social network into taking a stronger stand against hate speech.

According to the Information - with the story's veracity later...

Thoughts on how to ensure GDPR does not kill your marketing strategy

Webinar The European General Data Protection Regulation (GDPR) was supposed to be a wake-up call for marketers to clean up their act. But how has this actually played out?

It is safe to say the consensus from the industry in 2018 was less than universal. In a blistering New York Times op-ed, Alison Cool noted that, in the run-up to the law's introduction, many scientists and data managers who would be subject to the law 'found it incomprehensible... doubting that absolute...

Why CMOs need to stop investing in marketing technology

When was the last time you heard an incoming CMO say the business they are joining had a martech stack to die for; everything was optimal and there is no reason to change any of the existing technology favoured by their predecessor? Probably never.

CMOs come and go, on average, every 43 months. So, every three and a half years, marketing organisations re-start the journey of marketing technology transformation and go through significant upheaval in a new quest for a technological...

How AI could help marketers with future pandemics

When you have a hammer, it is tempting to look for the nail in every situation. This temptation doubles when the tool is as powerful and multi-faceted as AI.

Much is currently being said about AI and how it’s helping with solutions during the pandemic, for instance in contact tracing, maintaining social distancing, or the search for a vaccine. AI is also helping some companies to cope with commercial disruption, for example Walmart has turned to robot cleaners. Behind the...

Achieving transparency and responsibility in digital advertising amid technological change

Webinar Digital advertising is in many ways like any other technological landscape: the advancements on the tech side cause ramifications which are played out with regard to ethics.

Last week marked the two year anniversary since the EU's General Data Protection Regulation (GDPR) came into force. A plethora of articles arrived to mark the occasion, with bunting and birthday cake duly provided.

Yet it's GDPR's party, and the data subject will not comply if they want to....