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This year’s predictions from the digerati
Ben DavisFrom the future of third-party cookies to the dearth of digital talent, there is plenty of opportunity and challenge in digital marketing this year.
Ben Davis
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Are you as customer-centric as you think?
Ben DavisMany brands are talking the talk about user-friendly digital but far fewer are bothering to walk the walk.
Lots of agencies sound the same, how can potential clients tell the difference?
Ben DavisHow do agencies differentiate in an increasingly crowded landscape? They need to remember agency selection is still a people-to-people business.
In-store retail is finally going digital
Ben DavisFrom Sainsbury’s debating the future of till-free shops to Alibaba reaffirming its commitment to smartphone-assisted retail, the future of in-store shopping is digital.
How innovation and creativity helped turn around Premier Foods’ brands
Molly FlemingThe company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.
Alexa, are marketers obsessed with innovation?
Ben DavisMany marketers are wasting valuable time and resources optimising for voice when there are much more strategic challenges that need dealing with first.
Marketers have become too loose with language
Ben DavisMost people don’t want brands to try and be their friend, so marketers should think twice before trying to be ‘cool’ when communicating with consumers.
Are innovation and privacy really opposed?
Ben DavisInnovation and privacy clearly have a deeply troubled relationship, but marketers should remember that the best marketing will always be about simplicity and universality.
Digital TV must overcome its contradictions if it wants to attract more ad dollars
Ben DavisDigital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.
User experience will suffer without trust in AI
Ben DavisPeople don’t automatically trust machines, so as personalisation and automation step up a notch marketers need to ensure they do everything they can to create transparent and user-friendly experiences.
Let’s consign ‘dark patterns’ to history
Ben DavisAs we near the first anniversary of the GDPR coming into force, the hope is shady tactics deployed by digital services will be whittled out and brands will prioritise ethics over economics.
Personalisation is not the end-game of marketing
Ben DavisBrands must avoid getting carried away with personalisation because while it can help improve the customer experience it isn’t the be all and end all it is often billed as.