Three key predictions for marketing orchestration technology in 2021

If there is one thing that 2020 taught us, it is to expect the unexpected. Businesses faced unprecedented challenges this year - and many marketers had to change plans on a dime to accommodate for emerging trends. As 2021 approaches, many marketers are left wondering: what can we expect for this next year?

According to the State of MarTech report, 84% of marketers stated that investing in new technology was a priority for 2021. However, 69% predicted that they would have fewer...

6 January 2021 | Advertising

Assessing the 2021 landscape: Commerce aligned with social set to rocket as brands truly digitise

If 2020 has taught us anything, it’s that massive disruptions can happen overnight across industries, with customer communication responsibilities from marketing to care often falling to the social media marketing team. The trends we at Socialbakers have seen take shape this year -- from increased usage of social messaging to recruiting niche influencers to help expand social reach -- are likely to grow in the coming year as more and more customer interactions happen...

14 December 2020 | Advertising

Why now is the time for truly customer-first marketing

There’s no shying away from the fact that 2020 will be a year to remember. For the digital marketing industry, now is a time to evaluate how best to approach and engage with a whole new set of customer needs and expectations.. The challenge now, for marketers, is understanding the fundamental changes that are needed in order to adapt to new consumer priorities.

Before the pandemic, marketers were battling for the attention of consumers characterised by equal amounts of...

29 October 2020 | Best Practice

Three key ways the Covid-19 pandemic has changed digital advertising strategies

Covid-19 has changed a lot of things about the world in a very short amount of time. It has completely transformed the way that we interact with others, work, travel, and do just about every daily activity. It should come as no surprise that it has impacted marketing as well – and yet many companies have done little to nothing to adjust their digital marketing strategies as a response to the pandemic.

According to a report from Advertiser Perceptions, one-third of advertisers...

28 October 2020 | Advertising

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...

21 October 2020 | Automation

Personalisation for ABM campaigns: Tackling challenges and getting a progressive approach

Session Getting the right personalisation strategy, to ensure a great customer experience but avoiding any privacy pitfalls, is vital to virtually any digital marketing initiative. For account-based marketing (ABM), it is even more important.

As a Lead Forensics article puts it, "great ABM content that will help you win clients is content that is relevant, timely, and highly personal." This involves a lot of groundwork, but it can be worthwhile - indeed, the difference...

30 September 2020 | Automation

How marketers can use personalisation to tap into consumers’ ‘autumnal intentions’

September has always marked the end of summer and the start of a new chapter, but in light of the strangest year many of us have ever experienced, it’s safe to say that right now more than ever many of us are craving a breath of fresh air in our lives.

And as children finally get back into the classroom, it’s clear the usual ‘back to school’ feeling extends far beyond families. With students also going to university (albeit with restrictions in place), and office workers...

22 September 2020 | Advertising

Why the connected consumer is at the heart of the digital world

When industry experts were making predictions for 2020, little did they know that this would be a most disruptive year for global markets, with ongoing adversities and anomalies. Covid and the rapid spread of the pandemic have added to the challenges marketers already face, while uncertainty has forced many organisations to put their focus upon their strongest asset: the customer. Customer engagement and loyalty have always been two very important metrics; even more so in today’s market...

16 September 2020 | Advertising Technology

Why R&D is ‘the wind beneath marketing’s wings’ at Coca-Cola: AI, analytics, and more

Session Even if you are one of the biggest and most recognisable brands in the world, it never pays to stand still.

Coca-Cola is a particular case in point. For years, the soft drinks behemoth regularly topped the charts as the world's most valuable brand. Yet in 2013, according to Interbrand's rankings, Apple took Coca-Cola's crown, ending its 13-year unbroken stay at the top and moving it down to third, behind Google. As of 2019, Apple and Google remain one and two, with...

24 August 2020 | Automation

Why upskilling in marketing automation can empower your brand

For marketing departments, there are always opportunities to learn new tech skills – not least because of how rapidly it evolves.

And for brands that are keen to simplify a customer’s purchasing experience, complete conversions quicker and free up a marketer’s time – to focus on innovation – marketing automation could be the answer.

Why? Because the statistics evidence how this advanced technology can empower organisations. Customer optimisation specialist...

7 August 2020 | Automation