At Marketing Week’s Data Storytelling Conference on 1 November, attendees will hear from the likes of Disney, eBay and The Telegraph on how brands can set up their data systems and processes to derive business-changing marketing insights. The three brands gave us a preview of their presentations.
Marketing automation has the potential to deliver targeted communication that cuts waste and maximises ad effectiveness, but marketers need to overcome several internal and external challenges before embarking on implementation.
Ebay is looking to eradicate its ‘online car boot sale’ image and instead focus on communicating the brand’s warmth and the breadth of its product range according to Gareth Jones, its new UK senior marketing director.
Having recently inked its largest ever sponsorship deal with BT Sport to promote its Motors Marketplace, classifieds website Gumtree is targeting further deals as it aims to become one of the top 10 most popular sites in the UK.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.