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 to use emojis in digital marketing – but not overdo it

Have you texted “😀” to a friend or co-worker recently? Believe it or not, you’ve used a form of language that’s been compared to Egyptian hieroglyphics. And millions of people do this every day.

Hieroglyphics and emojis are actually considered writing systems, not languages. However, pictograms are still powerful symbols that illustrate the way people think, speak, and communicate. For example, “😂” is used to convey not only extreme hilarity but sarcasm,...

25 September 2020 | Branding

Beyond the traditional: How YouTube is looking to turn lockdown viewing habits into a marketing win

Lockdown measures have been continuing to ease across the UK and beyond - albeit with some caveats - but there are some habits formed over the past few months that are here to stay. Being stuck behind closed doors led many people to try new things for the very first time, whether that was baking bread, a self-haircut, or working out at home instead of down the gym.

While the evidence on the streets suggests hairdressers won’t be replaced by DIY jobs any time soon, all three of...

15 September 2020 | Best Practice

How good design can influence return on investment online

It’s very easy for organisations to look at design as an added expense, rather than an investment.

A company’s business plan will typically include the costs of staff, infrastructure, and products and services – but why should the creative be seen as an ‘extravagance’ or overlooked entirely?

In fact, design can be the accelerator needed to generate company leads – it can be the difference between brands retaining customers, and their key targets venturing to...

8 September 2020 | Advertising

Creating a unified brand strategy: Why problems ‘start small and multiply’

Creating a unified brand, across all stakeholders and touchpoints, is one of the most important goals a marketing team strives to achieve. Digital transformation has made this need more acute; the importance of social media means a plethora of new channels to get communications right.

As social has made the world more connected, it has also forced companies to make their workplaces more connected and collaborative. Yet many marketing departments struggle to even get that...

2 September 2020 | Best Practice

Exploring a content framework for compelling digital experiences

All digital experiences are built with content: images, text, video, audio, and even augmented and virtual reality. Content is not only used to communicate your company’s value, but to extend and connect its experience to all touchpoints end users may encounter. Because content plays such a significant role in digital experiences, it only makes sense it has its own experience framework.

“A holistic content strategy should be tied to a specific audience activation plan and...

24 August 2020 | Content Marketing

Why does my organisation need to rebrand? Key points to consider

Whether sales have slipped, workforces and customers have outgrown an existing brand, or leaders have had to pivot their propositions to remain relevant, exploring a rebrand is by no means an overnight process – or a quick-fix that doesn’t address underlying issues.

Several conversations between internal teams have to take place long before any decisions concerning a new identity are made. Each step of the way must also highlight exactly what such a project can achieve – and...

17 August 2020 | Attribution

Why digital accessibility is now essential in the pandemic era

In a matter of weeks, Covid-19 achieved what years of lobbying and education had not - convincing organisations of the importance of making sure digital assets - like websites, emails and mobile apps - are easy to use and simple to navigate.

With the sudden upswing in digital demand and the almost overnight disappearance of physical interactions - it’s become clear how someone who cannot leave their home is forced to rely on digital channels, and how frustrating it is for them...

14 August 2020 | Best Practice

What to expect from the Content & Digital Brand Strategy track at #DMWF Virtual

Top sessions announced within the Content & Digital Brand Strategy track on day one of #DMWF Virtual on 16th September.

A line-up of internationally renowned brands and speakers will tackle the biggest issues facing modern marketers, and share their insight across core challenges. Join practical sessions each day to discover ways to define your brand purpose, how to build impactful messages that integrate social issues, and how to smash through the challenge of standing out in...

11 August 2020 | Branding

Consumers who rely on social media for news are less informed. Where do we go from here?

Opinion A major new study from Pew Research has found US adults who predominantly get their political news from social media are less likely than other consumers to closely follow major news stories. But what is underpinning this?

The study, which analysed surveys conducted between October 2019 and June 2020, argued that US adults who rely most on social media for news tend to be younger, are less likely to be white, and have lower levels of education than those who use several...

6 August 2020 | Content Marketing