Reaching customers where they are with Facebook’s click-to-Messenger ads: A guide

For years, marketers have pushed messages out to their customers and then sat back and hoped for a response. This form of “conversation” is incredibly limiting because it’s one-way — customers can’t tell you why they ignored an ad or responded to a call to action. That’s all changed with the arrival of Facebook’s click-to-Messenger ads.

These ads send users into a Messenger conversation with your business with a call to action that reads, “Send Message.” They are...

How do you create a compelling digital proposition for 2021 after such an uncertain 2020?

If 2020 has taught us anything, it’s that things change quickly. And when things change quickly, a business needs to adapt and respond even quicker.

The impact of the Covid-19 pandemic over the last 6 months has seen changes that no one could have ever predicted: the global tourism industry facing the loss of 120 million jobs, the permanent closure of approximately 14,000 shops in the UK, and nearly half of people in employment in the UK working from home at some point this...

Four ways AI can help you keep pace with changing consumer behaviours

Consumer behaviour looks entirely different than it did a year ago. Lockdowns and shelter-in-place orders gave people more time to browse online, discover, and fall in love with existing and new brands. More than ever, consumers expect relevancy — and their tolerance for unpurposeful experiences has plummeted.

In other words, spray-and-pray marketing tactics no longer work. Burying consumers in content also won’t work. Loyal customers don’t want every last bit of your...

How brands can stand out on TikTok for the right reasons: A guide

All eyes are on TikTok; from users who can’t get enough of its content to the US companies making a bid for acquisition — and brands are waking up to the potential.

High on the list of attractions is scale. In just two years, the video app has gone from 55 million to almost 700 million monthly active users globally. Much of that growth is down to the pandemic-driven spike in demand for digital media, but it’s also fuelled by the specific appeal of TikTok’s short-form...

Perspectives: Digital Transformation Through the Lens of Strategic Marketing extract: Exploring CMO/CIO synergies

Editor's note: This is an exclusive extract from Lynn Scheurell's new eBook, Perspectives: Digital Transformation Through the Lens of Strategic Marketing. This extract, from chapter five, 'Woke Leadership', explores CMO and CIO alignment, as well as questions which need to be asked to drive digital transformation.

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CMOs are masters of alignment in terms of making connections between people, issues, and solutions, empowering both clarity and action, persuading...

How to clean up with the right dashboard strategy: Turning marketing data into business insights

Data and analytics are designed to drive revenue and provide the insights necessary to grow an organisation’s bottom line – guiding key decisions, identifying new customers and determining what is working and what is not. And while data has always been an important part of a business’ strategy, with the increase of digital marketing and increased multi-channel tactical execution, it is more essential than ever before.

What some businesses might not realise, however, is that...

CMO Council explores the remit of earned media – and strained relations between marketing and comms

The Covid-19 pandemic may have forced a change in some respects, but a new report from the CMO Council makes it clear: marketing and comms are still too adversarial, and more media cohesion is needed.

In its report 'Bridging the Gap for Comms and Marketing', the council, alongside Cision, surveyed more than 150 brand leaders, as well as conducting interviews with executives from Schneider Electric, IBM, Nokia, and more.

Ultimately, marketing and comms don't really...

Trends in influencer marketing: Instagram and TikTok key, brand collaboration promising

The influencer marketing industry continues to grow with Instagram and TikTok key channels - but as Covid-19 continues to rage, a new report has found promising areas of collaboration in uncertain times.

The report from Tribe Dynamics, which surveyed more than 60 brands and more than 250 influencers, found manpower and resources remain roadblocks to program success. 91% of influencer marketing teams were between one and five people in size. More than four in five (81%) said their...

How to capitalise on interactive voice advertising: A guide

Until fairly recently, advertising has been limited to one-way communications. Advertisers attempt to make lasting impressions on mostly passive audiences in short periods via billboards, broadcast, print, and other mediums. Sometimes their efforts pay off, but it’s hard to track engagement.

That’s because all brands continuously bombard people with static, one-dimensional ads. Consumers grew adept at tuning out dry or repetitive radio, TV, and internet ads — a psychological...

Understanding the eight metrics YouTube’s algorithm uses to rank videos

YouTube can be commended for making efforts to keep the marketing community updated about its latest developments in algorithms and analytics. This article looks at some of the metrics that YouTube’s algorithm uses to recommend videos to viewers on their Home and Watch Next screens.

Click-through rate (CTR)

On the home screen, YouTube shows the most relevant videos to viewers based on how many times other users clicked on the same videos and found them useful. The same CTR...