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Articles by Elliott Clayton
Social media vs reality: How consumer attitudes are shifting
The start of a new year has traditionally been prime time for marketing holidays. Travel brands are advertising on public transport and sending brochures in the post, while travel influencers share enticing content on social media. However, the start of the year may not be the best time for brands to push those special deals – as new research shows that consumer attitudes to travel booking are shifting.
How to market in the cookieless era: the technologies that will matter now
Marketers have been using third-party cookies for over twenty years to understand user behaviour across the Internet. Regardless of when it happens, the end of the era will cause significant disruption for brands, advertisers and digital media solutions – yet many marketers are still unaware of just how much their business will be impacted.
How game-changing marketing measurement helped propel PrettyLittleThing to a 38% annual revenue increase
The old saying “you can’t improve what you can’t measure” was surely coined with ecommerce marketing in mind. Marketers who can accurately measure the effectiveness of their campaigns enjoy a distinct advantage because they can identify where to direct their resources for maximum impact. But sadly, marketing measurement is not that easy.
Madtech: convergence of adtech and martech creates incredible opportunities - but buyer beware
By Elliott Clayton Generally, adtech is where budget is invested in acquiring customers – typically using third-party data and data management platforms to build efficiency. Meanwhile, martech is about talking to existing customers and leads that a brand has an existing relationship with, using first-party data and efficiencies from customer development platforms.
Why are marketers still breaking the first rule of marketing?
Now that the end of the year is in sight, many marketers will look back and review the flurry of activity that was 2018. GDPR. Fighting for budget. New platforms. Avoiding potential crises. Metrics. More metrics. It’s been a busy year – and for that reason, it’s arguably forgivable that the majority of digital marketers today are still breaking the very first rule of marketing: build the brand.
What is true personalisation?
Despite the growing uptake of targeted and personalised marketing, half of UK consumers believe the marketing they receive is irrelevant to them. This not only pushes potential customers away, it is a waste of marketing budgets and can ultimately negatively impact brand image. Personalisation is the latest buzz word thrown around by many retailers – it’s hailed as a silver bullet for the problems facing digital media today.
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