Marketing predictions for 2021: Will your business sink or swim?

2020 burned hot, with global upheaval from every angle, culminating in an ongoing health crisis that halted the world, challenged communities, and strained economies. The economic future looks perilous, with 2020 expecting to set records for the highest number of retail bankruptcies and individual store closures in a single year. Holiday spending, typically a reliable boost for retail businesses, is expected to be down some 22 to 25% and total U.S. retail sales may see a 10.5%...

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...

MarketingTech 2020 review: Covid-19, CMO strategy, and compassion

How tough was 2020 for marketers amid a global pandemic? In many ways, it depended on your industry. But navigating Covid-19 was a struggle for all.

It was okay to not be okay at times, with the knowledge that 2021 will - all being well - improve, and the knowledge of the marketing best practices which emerged over 2020. As Scott Brinker put it to this publication in December: "This is stressful, but you're not alone. Everyone's in the same boat, so that makes it a little bit...

John Mellor, CSO, Domo: The lesson learned from Adobe CEO Narayen which shaped my thinking on strategy

John Mellor, chief strategy officer at cloud business intelligence (BI) platform provider Domo, learned a valuable piece of advice on strategy from his former CEO at Adobe, Shantanu Narayen. The tip has stayed with him ever since.

"We were doing a strategy presentation one year and I had these beautiful slides I was so proud of," Mellor tells MarketingTech. "It was a good half hour, 45 minute conversation, everybody was engaged, and we got to the end and [Narayen] said 'okay, so...

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...

A modern approach to brand building: Empathy, storytelling and alignment

As 44% of CMOs take on the challenge of mid-year budget cuts in 2020 – a direct result of the Covid-19 pandemic – a modern approach to brand building is needed. At its core, this approach is about tapping into the wealth of information already owned by your brand, more efficiently and to greater impact.

The amplification of empathetic experiences

Covid-19 accelerates digital customer behaviours and amplifies the importance of empathetic experiences. Current behaviours...

Gareth Dunsmore, Nissan: On building physical and digital bridges and creating an ideal customer experience

Building the right customer experience has always been vital, but the continuing uncertainty of the Covid-19 pandemic has shone a light on organisations' robustness.

The reason: to take into account changing consumer sentiment and habits. According to recent McKinsey research, the vast majority of countries have seen an overwhelming number of citizens try new shopping behaviours since the pandemic began. Emerging economies such as Brazil (84%) and India (96%) saw the highest...

Using customer insights to create better digital experiences: A guide

The introduction of social distancing measures brought on by the Covid-19 pandemic has underlined the need for digital connectedness — with both consumers and B2B buyers pushed to purchase products online.

This means that the ongoing shift to digital customer experiences has rapidly accelerated, and those brands that fail to deliver seamless experiences online are at risk of falling behind.

Many businesses are working to adapt, but they are doing so with budgets under...

Q&A: Jake Athey, Widen: On common mistakes marketers make with DAM – and realigning content post-Covid

For marketing professionals today, a lot of the job depends on their ability to not let things get on top of them. Data and data sources are increasing, as are the number of tools at hand to deal with them. What companies need, therefore, is something to centralise processes and smooth out the rough edges.

Ahead of his session at DMWF Europe Virtual on 24-25 November, Jake Athey, VP marketing and customer experience at digital asset management (DAM) software provider Widen, spoke...

Getting marketing automation right: Conversion and segmentation – and the workflows required

Session The case for marketing automation continues to prosper. Capturing leads and organising prospects in the back end, not to mention enhancing the front-facing customer journey, is important: according to Invesp, automation can drive up to a 14.5% increase in sales productivity and a 12.2% reduction in marketing overheads.

Marketing automation workflows can work in three primary ways; to build relationships, improve engagement, and increase revenue. An automated workflow will...