Context. One of the defining factors behind a visit to a website, yet one that so many brands fail to consider when targeting their customers online. As while many brands attempt personalisation based on who customers are, very few build online experiences that place a focus on relevancy.
Imagine you’re sat in a branch of a leading high street travel agent – for the second time this week – trying to finally finish booking your family holiday. You’ve decided on the villa. You’ve checked the dates. And you’re ready to pay. But the agent serving you has other ideas and demands you browse some alternative destinations, as they relentlessly slide brochure after brochure across the desk. Meanwhile, a few feet away, another customer is being coerced into providing passport details for their entire family, despite their insistence that they’ve only just returned from holiday, and simply want some inspiration on where to go next year.
More channels, strategies and increasingly sophisticated technology have all contributed to the consistent growth of digital advertising over recent years, growth which is set to continue as digital ad spend is predicted to increase by a further 3.5% in 2019. As more brands see the value, and necessity, of running digital advertising for acquisition and retargeting, marketers must be looking at how they can maximise the effectiveness of online advertising at every opportunity.
Remarketing has become a core element of B2C marketing strategies, implemented by consumer facing brands for its ability to re-engage visitors and increase conversions. However, in the wake of GDPR, marketers were left uncertain about whether remarketing would continue to be such an effective strategy, particularly with email signifying arguably the most popular channel. A few months on, has email remarketing survived the change in data regulation and how can adding alternative channels to the mix boost results?
Online marketplaces are changing the way consumers search and shop for products online. With websites such as Amazon, eBay and Etsy continuing to grow in both size and popularity, ecommerce competition is more complex than ever before. Not only are brands competing directly with other brands, they are now battling marketplaces that are populated by thousands of competitive sellers. This has opened up the question; should brands consider joining the marketplace masses?
As summer takes hold across the Northern Hemisphere and millions of travellers take off on their long-awaited holidays, travel companies are left waiting for their next opportunity. With the majority of travel bookings taking place in the first few months of the year, summer traditionally spells a dip in browsing and booking habits, seen in 2017 when January and February enjoyed 91% more sales compared to July and August. Fortunately, summer doesn’t have to represent a sales slump and travel retailers could be using their holidays to get ahead.
With less than two weeks to go until the start of the World Cup, there’s still just enough time to capitalise on football fever and create tournament inspired marketing and advertising campaigns that will spark interest with audiences across the globe. But with so much noise surrounding the quadrennial event, how can you ensure your brand’s efforts stand out from the crowd, for the right reasons?
The term programmatic has become synonymous with digital advertising, but despite its popularity, there’s often still confusion about the true meaning of the term, whether its remit has changed in recent years and how it works in the context of display and video advertising today. We’re here to set the record straight and give every marketer the confidence to tackle programmatic in 2018 by answering the question; what exactly is programmatic advertising?
With digital advertising spend predicted to grow by 4.7% in 2018, according to WARC, brands must focus on improving the performance of their campaigns if they want to outclass the competition. As brands allocate more and more budget to advertising, it’s a common expectation that such campaigns will deliver an increased return on investment. However, it takes more than just money to make a success of programmatic advertising and relies on brands optimising their campaigns to get the most for their money.