Direct-to-consumer (DTC): Why consumer brands need to make the economics feasible

Consumer brands seek to establish direct relations with end customers for a range of reasons: to generate deeper insights about consumer needs, to maintain control over their brand experience, and to differentiate their proposition to consumers. Increasingly, they also do it to drive sales.

While some brands have considered establishing a direct-to-consumer (DTC) channel in the past, they’ve often decided against it. However, now is the time to reconsider as Covid-19 has...

Why digital ad strategy needs a serious reboot in 2021

The start of 2021 has had its ups and downs, but it certainly hasn’t given businesses the hope of stability or the kick-start so many needed to start the year off on a high. In times like this, it’s easy to feel that everything is outside of your control, but the key to taking on the new year and grasping the opportunity ahead will be in the ability to spot what you can control.

Welcome to your new flagship store

Whether your business deals in goods or is service or...

How marketing teams can look to replace ‘best practice’ with experimentation

The pace of change continues to accelerate, meaning marketers can no longer rely on best practice, previous results or assumptions. After all, 2019 will be anything but comparable to 2020...and 2021 will no doubt bring a new set of circumstances. This means experimentation and proposition development are more important than ever before. The question is no longer ‘should we change something?’ but ‘how big a change do we need to make?’

Whilst it’s prudent not to reinvent...

Three key predictions for marketing orchestration technology in 2021

If there is one thing that 2020 taught us, it is to expect the unexpected. Businesses faced unprecedented challenges this year - and many marketers had to change plans on a dime to accommodate for emerging trends. As 2021 approaches, many marketers are left wondering: what can we expect for this next year?

According to the State of MarTech report, 84% of marketers stated that investing in new technology was a priority for 2021. However, 69% predicted that they would have fewer...

Is offline media becoming the biggest driver of online engagement?

Sponsored Ad-tech company Moving Walls’ founder and CEO Srikanth Ramachandran, recently spoke at DMWF Asia on the topic “Is Offline Media The Biggest Driver Of Online Engagement?” presenting how Moving Walls' vision was inspired by the big screen. Sci-fi hits like Blade Runner and Minority Report predicted a future where AI-powered and highly personalised screens would interact with audiences.

With digital screens surrounding just about every type of venue, the arrival of...

Assessing the 2021 landscape: Commerce aligned with social set to rocket as brands truly digitise

If 2020 has taught us anything, it’s that massive disruptions can happen overnight across industries, with customer communication responsibilities from marketing to care often falling to the social media marketing team. The trends we at Socialbakers have seen take shape this year -- from increased usage of social messaging to recruiting niche influencers to help expand social reach -- are likely to grow in the coming year as more and more customer interactions happen...

The cookie is dead: Long live identity graphs

Despite being the backbone of programmatic advertising since the launch of the first banner ad in 1994, the third-party cookie’s reign is set to come to an end. In under a year’s time, Google is planning on following competitors such as Mozilla and Apple in eliminating the cookie from its browser.

The death of the cookie represents a fundamental change in how marketers interact with and personalise messages to consumers. Tracking how people browse the internet, third party...

How to create a private mobile media gathering ecosystem

Sponsored Many brands and media teams have a growing need to collect, distribute and store digital content received from community members, internal personnel, content freelancers, brand ambassadors or influencers.

The digitally innovative brands, such as Red Bull, that have established their own private mobile media gathering ecosystems, are able to request, categorise and preview digital media, collaborate and operate more efficiently.

As an organisation, it makes...

The ‘cyber five’: Prepping search strategies for peak retail

Black Friday and Cyber Monday, previously competitor sale days, now look set to emerge as one event - a giant ecommerce extravaganza - thanks to increased ecommerce uptake among consumers. The five days from the American Thanksgiving holiday on Thursday 26th November through to the following Cyber Monday are now dubbed the ‘Cyber Five’. This year, it will bring a host of new elements for search marketers to consider. 

Gleaning as much insight as possible into your...

Why agility has been the number one marketing skill of 2020

If you look at any job spec for a marketer, the attribute of ‘agility’ will be fairly low down the list of requirements, if on the list at all.

The events of 2020 have changed that – the ability for businesses and their marketing teams to demonstrate agility has been crucial in the face of extreme market pressures that have disrupted strategies across multiple sectors.

Firms operating in the retail sector have been among the hardest hit by the pandemic. In the UK,...