When the bubble bursts, improved experiences will lead to customer growth

The surge in digital acquisition and content consumption that some brands are experiencing will soon come to a halt with current levels of incremental spending and time spent viewing content simply not sustainable and unlikely to endure long into a prolonged public health crisis and significant recessionary environment.

The new normal will be an even fiercer battle for customers and viewers as people battle to balance their budgets in the face of rising job insecurity and reduce...

Get ahead of the game: Why ‘earned data’ could be the future for marketers

As a marketer, I always question the wisdom of organisations coming up with their own ‘categories’ or catch-phrases because, as a general rule, there are more than enough of them, and making new ones stick is risky and expensive. But, despite the fact that the advice of my SEO consultant is that it might take a year or more before anyone searches Google for ‘earned data’, I still think it’s worth the investment. And here’s why.

Third party lists have been the bedrock...

Salesforce State of Marketing report promotes empathy, AI, and more focused KPIs

Salesforce has published its latest global State of Marketing Report, which has explored the rate of transformation within marketing and the data and organisational goals needed to achieve it.

The report, which collected data from almost 7,000 marketing leaders globally, had three overarching findings:

Marketing transformation is taking on new urgencyMore empathetic marketing is being achieved due to greater data and personalisationMarketers are doubling down turning...

Getting beyond the buzzword of ‘agile’ digital marketing to improve your customer relationships

Mention the word “agile” in a business setting, and it may lead to furrowed brows and scratched heads. Agility creates a lot of buzz — and a lot of misinterpretation.

To clear up any confusion, agile generally refers to optimizing and managing workflows. According to McKinsey & Co., it involves “using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly...

WPP’s Verticurl named first agency to achieve Marketo Engage specialisation across the Americas, Europe, and Asia

NEW YORK, May 12, 2020 - Verticurl, a leading Marketo Engage agency and Adobe Platinum Partner, announces today the achievement of Marketo Engage specialisation across the Americas, Europe, and Asia, thus making it the first Adobe agency partner to achieve global Marketo Engage specialisation.

Adobe's solution partner program recognises agencies with proven capabilities to implement and service organisations leveraging Adobe Experience Cloud solutions. Marketo Engage is...

Why cookies continue to get a bad reputation – and what brands can do

We encounter cookies every day – and not all are of the sweet kind.

A common misconception about cookies is that they’re designed to be an intrusive tracking mechanism for companies wishing to know our every move and this leads consumers to believe they do not benefit from the data economy.

Do cookies benefit brands? Yes, of course. They give insights on consumers that can be used to deliver personalised content, encouraging them to work with or purchase a product...

Carolyn Corda, CMO, ADARA: On empathy as a marketer – with Covid-19 hitting travel hard

Carolyn Corda, chief marketing officer (CMO) at data co-op ADARA, notes the importance of empathy in marketing. This is not just in terms of campaigns, but also in becoming a better marketer.

“What’s really worked for me is I understand the business not just from the marketing angle,” Corda tells MarketingTech. “I’ve been deep in the different elements of airlines.”

For Corda, who prior to becoming CMO at ADARA was managing director for digital travel and...

Q&A: Ashling Kearns, VP EMEA marketing, Salesforce: Why AI can help marketers now

Artificial intelligence, as well as more general automation technologies, is impacting marketing in a significant way. The promise of getting more analysis done on marketing data - as well as gleaning greater insights from it - is an irresistible one.

Yet it is not merely a case of flicking a switch and letting the good times roll. Writing for this publication in January, Arun Mani, president of Freshworks Europe, warned of a 'significant disconnect' between what customers expect...

Why email needs to be the perfect platform for the Covid-19 moment

If anyone ever needed proof that email isn't dead, the Covid-19 crisis has provided it in spades. As companies around the globe became aware that the crisis would have an impact on their operations, customer communication became a higher priority than ever before. 

And rather than turning to instant messaging, chatbots, or any number of other newer technologies, most organisations chose to communicate with their customers via the old stalwart, email. And with good reason too....

Q&A: Nick Milne, Go Ignite Consulting: On data journeys and changing marketer – and vendor – expectations

The role of customer management at many organisations continues to evolve. Gone are the days when a simple CRM system would do the trick. With increasing data and workloads, alongside increased expectations for ROI, it is about balancing the requirements of multiple stakeholders and departments. 

Alongside this is the increasingly ludicrous martech landscape, which as of last year plotted more than 7000 vendors. Building out the...