We have the technology. According to a McKinsey report, technology is now at a point that marketers can effectively deliver real-time personalisation. The pay off they say is improved customer experiences and ultimately, real returns for businesses. Take our Which-50 reader survey and go into the draw for a chance to
The man responsible for spending a large chunk of Donald Trump’s digital advertising dollars isn’t a fan of programmatic advertising. Take our Which-50 reader survey and go into the draw for a chance to win a pair of Sony H.ear Bluetooth headphones or 1 of 5 Google Daydream VR headsets
Data is such a huge part of a marketer’s toolkit – in fact it is fair to say it is the currency when it comes to acquiring customers. Loyalty programs exist to benefit the data pool, just as much as they exist for the customer, website data and analytics are getting deeper
The importance of digital channels for business is no longer in dispute as more and more companies are finding their audiences online. For the past seven years, Adobe has conducted an annual survey to explore trends and priorities in digital marketing and understand where the market is headed. Unsurprisingly, we
It’s not a good look for your macrobiotic crunchy granola-infused omni-sensitive global media brand when it gets plastered across a Polish hate video. Less-discerning YouTube viewers — is there any other sort? — might imagine that you, The Guardian, were throwing your resources and prestige behind neo-Nazis in ski masks.
The growing potential to monetise data and extract business value from it means businesses and vendors must consider who owns the data collected it the process of doing business, and who has a licence to use it. Take our Which-50 reader survey and go into the draw for a chance
In a recent AdExchanger Talks podcast, Nate Woodman of IponWeb surfaced the specter of what we might call the brand-gorithm: a proprietary algorithm unique to a brand and used to make decisions such as how much to bid on an impression or what message to serve. Take our Which-50 reader
Marketers say measuring return on investment is at the top of their agenda, but almost four out of five admit they are not doing it successfully. It is one more headache for a profession that is expected to have robust commercial as well as creative skills. Take our Which-50 reader
This week, Sears reported that it has “substantial doubt” about its ability to stay in business unless it can borrow more and tap cash from more of its assets. The retailer has been a bricks-and-mortar cautionary tale for so many years, you can be excused if you thought this was old news.
Adobe’s is perhaps one of the most successful yet least-discussed business transformation stories in the world since the start of the commercial Internet. And that’s a shame, because it holds a clear message of success — and clear replicable lessons for global incumbents in an age of disruption. Consumers love disruption until