2016 was another big year for digital marketing, with the dawn of the chatbots, ad blocking wars and the Pokemon Go craze. This was the year that video content went live, chat apps grew up and YouTube ads earned better ROI than TV. In this special report, we’ve identified 16 of the biggest trends of … [Read more…]
Paddy Power places huge emphasis on the importance of data – and relies on its heritage in this area to inform its optimisation campaigns. This case study looks at how the bookmaker worked with Maxymiser to turn the fast-pased world of betting into a succesful personalised experience for its customers.
Marketing in the 20th century was characterised by mass media, broadcast television, and the rise of direct marketing. Marketing today in the 21st century is about leveraging those mass market channels to deliver messages targeted with such precision that zero media wastage is within reach. The Internet of Things is unlocking a new paradigm in … [Read more…]
As the digital market becomes more fragmented, cross- device advetersing is become ever more important. Kamakshi Sivaramakrishnan, CEO and founder, Drawbridge, looks at the challenges facing brands looking for mass reach across a myriad of technologies.
Delivery and fulfilment has become the new online retail battle ground. From the explosion in Click & Collect to Amazon’s plans to offer same-day delivery in some US cities, the speed of fulfilment and range of delivery/ collection choices is fast becoming a critical differentiator for the retailer. Changes to the free-shipping threshold and the … [Read more…]
From brands to retailers to publishers, online marketers have gone from denial to acceptance as they face up to the slow demise of the cookie. Yet the reality is: it is a good thing. Cookie-based marketing is an incredibly blunt tool in a time when finesse is required – and one that consumers increasingly resist. … [Read more…]
Twitter is to display ads based on a user’s browsing habits, as the social network looks to attract more advertisers to its site.
Vanity marketing has had its day. Organisations can no longer afford to spend money on social media campaigns that deliver no quantifiable return. It is time for Facebook to justify its $80bn valuation and for social marketers to demonstrate something more tangible than nebulous brand recognition figures. The problem is that social campaigns don’t generate … [Read more…]