Majority of consumers feel positively about personalised advertising

Adverts and bright signs in Times Square, New York.

58% consumers in the UK and US feel positively about receiving a hyper-personalised online ad.

This is according to research from Iterable, a cross-channel marketing platform, which surveyed 1,500 consumers.

The survey crossed two regions with very different data regulations. The UK, and Europe more broadly, has been proactive on data privacy. The Data Protection Act 2018 brought in the European Union General Data Protection Regulation (otherwise known as GDPR), imposing...

Cannabis marketing platform Surfside raises £2.9 million

Someone weighing cannabis.

Surfside, an end-to-end marketing platform that turns first party customer data into personalised marketing for the cannabis industry, has raised $4 million (£2.9m) in Seed funding. 

Casa Verde led the round and Karan Wadhera, the firm's managing partner, will join Surfside's board of directors.

Surfside launched at the beginning of 2019 to help cannabis brands and dispensaries reach customers by delivering advertisements across connected devices. The technology is...

Digital marketers among most in demand freelancers

A for hire sign.

Technology, digital marketing and design workers have been the freelancers most in demand in the past 12 months.

This is according to a study by online jobs marketplace PeoplePerHour, which analysed data from 15,000 freelancers in the timeframe. Results showed that the most in demand freelancing jobs are in technology, digital marketing, and design with an increase in projects for freelancers with strong marketing, technical skills or programming...

The antidote for an acute case of martech bloat

Marketing budgets are bouncing back to pre-Covid levels after what has been a tough year. But how marketers decide to invest that money has changed, with more resources being redirected to digital-first strategies. For example, the retailer Next recently announced it will now prioritise online marketing, stopping all other forms of marketing and promotion of its physical stores. As they change tack, marketers are expected to expand their investment in martech tools to support their digital...

How MACH can transform the digital customer experience: A guide

There is no doubt that the global Covid-19 pandemic has accelerated digital adoption. For many companies, this move was one they were, understandably, unprepared for. And even for some of those businesses who were already operating online, their technology was either not sufficient enough to adapt at speed, or too general to meet the rapidly changing needs of their customers.

Even post-pandemic, consumer needs are continually evolving, with people shopping on mobile devices, on...

Martech strategies: Make it, make it good, and make it happen

A marketing strategy that isn’t underpinned by technology and the right processes isn’t a strategy at all. It’s a waste of time.

The events of the last 14 months - as the global pandemic and resulting lockdowns have played havoc with existing business models - have demonstrated again the critical importance of direct contact with customers.

And unless that contact is tech-driven, it will be at best laborious, at worst completely dysfunctional.

Proper...

Preparing for a cookieless future – by revamping your data-driven culture

Session It's a case of good news and bad news for digital marketers right now. The bad news is that third-party cookies are being phased out by 2022 - and however hard one begs, they're not coming back.

The good news, however, is that necessity is often the mother of invention - and if brands are smart, they are already thinking of how to deliver the hyper-personalised experiences their customers require.

But it is never as easy as all that.

There is an...

Data privacy and digital trust: A balancing act which hinges on the customer

Protecting data privacy and preserving brand integrity can bring about a whole host of unwelcome processes for businesses, with added layers of complexity evolving from the increasingly stringent regulations and heightened expectations that come with leveraging large data lakes of personal data. However, instead of steering data strategy to react to regulations, brands need to proactively pivot in the direction of their primary purpose: satisfying customer expectations. With an...

The end of third-party cookies: How it will affect advertisers and publishers

Longread Chrome and Chromium-based browsers will stop supporting third-party cookies in 2022, which will affect everyone in the advertising industry. Traditional digital advertising and monetisation methods will become less effective or even stop working altogether.

In this article, I’ll explain why third-party cookies are getting canceled, how this will affect publishers and advertisers, and what you need to do now so that these changes won’t affect your ad...

The six biggest myths holding back insight-driven businesses

Between economic pressures and ever-dynamic consumer trends, the past year has driven businesses to be more agile. If we’re looking for a silver lining to the pandemic, it’s that companies have accelerated their journeys toward data maturity.

But what does this mean for marketing operations? Despite the challenges, more and more businesses have turned to data to help reframe their priorities and achieve greater agility. While financial investment in this area is high – over...