With 12 million active users of ad blockers, marketers will need to think about how to use media creatively to ensure their advertising reaches the right audience in 2016.
Marketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.
Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.
Despite the convenience of online shopping many shoppers abandon their baskets, but by using on-site data brands can swing the decision in their favour by understanding when intent to buy can be converted into a sale.
New music streaming sites such as Electric Jukebox have created a complex marketplace, both complementing and competing with commercial radio and brands’ own streaming platforms, so marketers have more to think about than curating a playlist.
Video advertising offers higher click-through rates for brands and higher yields for publishers, but the former need to invest more in creating content and the latter in the technology to host it.
Marketing’s influence in creating an organisation’s vision has arguably never been stronger but the task of attracting and retaining the visionary marketers of the future, building the right structure and team balance has never been more challenging.
Content marketing can lose focus on a brand’s core purpose if marketers overemphasise editorial independence and assume their offerings are not interesting enough. Strongly communicated brand values and reflecting customers’ needs should lead to interesting and effective content.
It was always important to Honda founder Soichiro Honda that society was pleased his company existed and that the brand had an emotional bond with consumers.
An ‘arms race’ is developing on social media as brands vie to create high-quality multimedia content, with those that fail to keep up standards with their videos and images risking a steady drop in awareness, engagement and conversion rates.
Without robust integration between technology and customer experience, the encounters that consumers have with brands offline and online can be inconsistent.
It’s the sexy side of data that gets marketers’ pulses racing, but whether that means personalisation or predictive analytics, it is only possible if a brand gets the basics right with a focus on data quality and preparation. Yet 92% of businesses believe their data contains inaccuracies.
A large number of marketers have no strategy for personalising their communications even though it delivers clear returns, and those that do are mostly just using email, but there are a multiplicity of ways to extend its effectiveness.
Marketing Week recently reported that organisations are turning to ‘generalist’ marketers who can work across all channels and have a rounded set of skills, rather than choosing specialists. So what does this mean for marketers’ training needs?
Following this year’s inaugural Vision 100, Marketing Week and Adobe brought together members of this list of visionary marketers to ask what it means to be one, the impact on business and whether it can be learned.