Two-thirds of Gen Z out of touch with traditional Black Friday marketing

Climate Change

Gen Z has fallen out of touch with Black Friday marketing that fails to demonstrate a company’s sustainable practices, despite being the nation’s biggest consumers.

The latest from student marketing platform Student Beans, the research suggests conscious and ethical brand communications have the most impact on younger generations.

Despite this, Gen Z spends more than any other generation during the Black Friday weekend. This year the average 18-to-24-year-old spent...

29 November 2021 | Advertising

More than half of UK marketers expect 10-25% revenue drop from cookie deprecation

A plate of chocolate chip cookies.

Two fifths (42%) of marketers say the loss of cookies will decrease revenue and over half of these (57%) expect a drop of 10-25%. 

This is according to a study by data management firm Lotame. The company surveyed 200 UK senior decision-makers in digital media and marketing to evaluate identity solution adoption amid the flurry of data privacy changes reshaping the open web. Respondents were polled in September 2021, after Google revealed another delay to deprecating...

9 November 2021 | Best Practice

Taking back responsibility for data

A graph displayed on a laptop.

It is an obvious statement to say that the more information brands hold about their customers, and the higher the quality of that information, the more accurate and relevant the marketing of products and services can be.

In today’s digital world, it’s a safe bet that much of the customer insights utilised by marketers comes from third party cookies. This has always, however, been somewhat of a scattergun approach as the science behind cookies is not very...

15 October 2021 | Best Practice

How marketers can overcome data privacy challenges as Google and Apple increase consumer protection

A gate with a sign that reads 'private'.

Consumers care about data privacy. In 2021, they know more about how their data is collected, stored, and shared, and they want more control. This presents a unique set of challenges for marketers because data collection has become so closely tied to the modern consumer experience. Would we have witnessed the same exponential growth in e-commerce without personalised advertisements and targeted promotions? Likely not, because consumers and marketers alike have become dependent on...

10 October 2021 | Data-driven marketing

Creating a data ecosystem built on consumer trust

A child playing with Lego.

It’s time to build an ecosystem that is rooted in consumer trust and puts the consumer first, says Tim Geenen, managing director, Addressability Europe at LiveRamp.

The increased scrutiny on third-party cookies, mobile device IDs, and IP addresses has made it increasingly difficult for advertisers to continue delivering meaningful experiences to consumers. As a result, publishers and advertisers alike have been finding ways to personalise the consumer journey without the need...

27 September 2021 | Best Practice

Forest Green Rovers partners with Go Up in move to green-focused football

Go Up at Forest Green Rovers F.C.

League Two team Forest Green Rovers F.C. has partnered with search marketing agency Go Up as its official training ground sponsor.

The club, which was described by FIFA as ‘the greenest football club in the world’ in 2017, hopes the move will further inspire green business growth and sustainable development.

Go Up will be the name of Rovers' first-team and academy training ground at Stanley Park in Chippenham.

Across videos and photos from the Go Up...

13 August 2021 | Ethical Marketing

Adobe, BBC and Microsoft among big names in new standards group to combat disinformation

Six major organisations, including Adobe, the BBC, and Microsoft, have formed a combined entity to 'develop an end-to-end, open standard for tracing the origin and evolution of digital content.'

The companies, who also include Arm, Intel and Truepic, are creating the Coalition for Content Provenance and Authenticity (C2PA). The group will look to develop 'content provenance specifications' for common asset types and formats, with the goal of enabling publishers, creators and...

22 February 2021 | Content Marketing

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...

4 January 2021 | Best Practice

The need for mindful marketing in 2021: Take a step back to enable a giant leap forward

An interesting timeline has been unfolding this year, the likes of which we have never seen before. In the space of about 10 months, the global mood has swung from the depths of fear and uncertainty (as the pandemic took hold) to elation (as we started coming out of our respective lockdowns) and back to restrictions and anxiety for our health, our financial well being and our future (as the second wave spreads worldwide).

The dawning realisation is that even with a vaccine on the...

27 November 2020 | Best Practice

Green is the new black: What sustainable brands look like heading into 2021

2020 has been a year of many important conversations and the environment is top of the list. This year, 66% of Raconteur readers noted “more sustainable” and “environmentally friendly” as the top traits they wanted brands to have. In a world of high market saturation and unlimited choices, it’s impossible to ignore what the consumer values. The smartest brands, in turn, have recognized this and have implemented sustainable practices. Let’s take a look at how some of the best...

12 November 2020 | Branding