Why direct-to-consumer depends on digital transformation: Key brand examples

Stay-at-home rules, imposed during the global Covid-19 pandemic, have put digitalisation into turbo drive. According to McKinsey and Company, the growth in the USA’s e-commerce in the first six months of 2020 equalled that of the previous decade.

The accelerated adoption of eCommerce has introduced existential threats for many traditional retailers, while creating fresh opportunities for brands that are comfortable with using digital channels to develop a personalised...

The CMO guide to finding allies in the C-suite

There’s a lot of optimism in the air about the pandemic coming to an end, thanks to increasingly widespread vaccine deployment. People hope to resume normal lives at home and at work. But marketing executives already suspect there’s no going back to the way things were in 2019. Many CMOs saw huge budget cuts in 2020 and are wondering what comes next.

One thing seems certain: digital ad spending, which outpaced expenditures on non-digital forms of advertising for the first time...

Covid-19 has created a new kind of audience – and it is vital event marketers cater to it

For event marketers, Covid-19 has fundamentally changed the nature of an audience. With the pandemic confining people to their homes and drastically limiting or downsizing in-person events, audiences now tend to exist behind a screen, participating in events through their mobiles, tablets or laptops. But this new, primarily digital, audience opens up new possibilities for enhancing and extending the level of engagement companies have with their audiences. By adopting a blended approach to...

The need for ‘evolved phygital’: Ramping up the experience

Little did marketers - or anyone else for that matter - realise that it would take a pandemic to turn our well established retail infrastructure on its head. Almost overnight social commerce became our new form of retail architecture. What was already prevalent in China took hold in a matter of months and continues to gain momentum in the West.

Of course, even prior to 2020 the tech was available for marketers to mesh live-streaming, short-form video and social-networking to show...

How email can help businesses to scale during economic uncertainty

Despite economic and environmental challenges in 2020, the reality is many businesses are still succeeding due to innovative shifts in marketing strategies. Businesses who have otherwise taken a conservative approach to spending marketing dollars online, have now been thrust into the same advertising marketplace as eCommerce and tech giants. While this is uncertain and at times scary territory for many businesses the opportunity for success is huge.

Marketing teams have had to...

Three tips for an engaging user experience in mobile apps

In our digital world, creating an engaging user experience is the key to success for app developers. But engagement doesn’t come from a hotch-potch of innovative features or a random collection of ideas; it comes from creative, strategic planning and execution.

For instance, consider the case of Spotify’s annual Wrapped feature. At the end of every year, users can see their top songs and artists, favourite playlists, and the number of minutes they’ve listened to music and...

Forget headless: Why agile CMS delivers the goods for marketing teams

Brands are trying to keep pace with new technologies and trends and even the terms that are adopted to describe them. ‘Agile CMS’ has recently been coined by Forrester, and it sounds great, but what does it mean in practice?

Disparate content systems rife with duplications and impossible to search cause delays and difficulties in enterprises today. Headless CMS, which separates frontend experiences from the backend content repository and management, had potential, but failed...

How much has consumer behaviour changed in the past year – and how can marketers adapt?

There is no doubt that, in the past year, changes to consumer behaviour have occurred faster and more extreme than ever before. Digital adoption has skyrocketed as consumers and brands alike responded to the new demands of lockdowns and social distancing. That’s bought with it new expectations for shopping, customer service and marketing that will stick around long after the pandemic ends.

It’s critical now that brands are adapting their messaging, strategy and priorities for...

How online food businesses can enhance digital customer experience post-Covid-19

Due to the ongoing COVID-19 pandemic, rates of online grocery and takeout orders have doubled as many parts of the world have suspended or reduced movement to curb the spread of the virus.

Given the current state of the world, now seems like a good time to start an online food business. At the same time, such a business isn’t guaranteed to succeed just because of the pandemic but is dependent on other factors, one of which is the digital customer experience.

The digital...

Why the phasing out of third-party cookies will see digital marketing become more collaborative

If 2020 was a year of rapid change for the digital marketing landscape, 2021 must be one of transformation. The events of the last year or so, from the deprecation of third-party cookies to the announcement of changes to Apple’s IDFA, have deeply impacted the way much of digital marketing works, but rather than worrying about these changes, we should ask ourselves how we can move forward in a way which puts consumers first and creates a better adtech ecosystem for...