Marketers hear no end of reports on the growth of programmatic advertising and opinion columns on why they should adopt it, but how many understand what data they should use to power their buying? We asked brands for their advice.
Far from being a gimmick for the airplane manufacturer, virtual reality has enabled it to give prospective clients a vivid visualisation of its technology without needing to leave the office.
Virtual reality is set to become widely available to consumers over the coming months with launches from Oculus Rift and HTC. Marketers who use the technology need to ensure it is more than a gimmick and there are already brands doing just that
Big data seems to divide brands into either advocates or sceptics, with some now seeing paybacks and others having jumped in unwisely. Whichever side they are on, brands need to set out their goals first before deciding whether to invest.
As consumers grow less impressed by the discounts brands offer through vouchers, using the tactic successfully has become as much about brand building and forming beneficial partnerships as about the depth of the money-off offer.
Brands’ spending on programmatic display ads online exploded in 2014, but this year marks a concerted move to adopt it in other marketplaces including video, mobile and even TV advertising. So how far can programmatic go?
Faced with an abundance of media data, some brands are shifting focus from third-party to real-time first-party data while others are opting to amalgamate sources into a single view. Whatever option they choose, the data has to be reliable.
Using the cloud means brands can scale their offerings without having to buy extra hardware. This freedom and flexibility surpasses that afforded by internal systems, but do the advantages outweigh concerns over security and reputation?
Brands can use one of two ways to work out who owns a particular connected device – ‘deterministic’ or ‘probabilistic’- but what are the implications of each?
In a world of connected commerce more brands are working with rivals to enter new markets and reach new audiences to ensure healthy futures in the face of new digital competition.
Brands are taking full advantage of CRM as a central hub of knowledge, using it to analyse behaviour and get that all important feedback. Nicola Smith reports.
Last-click attribution models are no longer fit for purpose in today’s data-driven digital world, so marketers need to get creative to ensure new models are agile and adaptable for a new era
Gemma Carver, group marketing director of restaurant reservation service Livebookings, reveals the importance of mobile to its plans to increase personalisation and how it is dealing with big data.
When Claire Harper decided to leave corporate life and start her own business – IndiaCoco – she had just her idea and a little brand-book selling to turn it into a success.
Email campaigns need to be more sophisticated than ever to stand out and achieve clicks, with high levels of targeting and segmentation, a strong visual presence and relevant, compelling content.