With programmatic growing at such a pace, the exchange-based media-buying landscape is constantly changing. With many brands starting to invest time, effort and resources into navigating the programmatic jungle, getting it right is more important than ever. While the upside can be significant, there are many who have had to change course along the way as they look to find the optimal solution for their business.
With a wealth of data available from customers and prospective customers, new methodologies can help marketers reach the optimum audience and generate the best returns on investment, says Rocket Fuel’s Joel Christie.
Marketers need a clear strategy and the right systems in place to navigate the slew of legislation surrounding first, second and third-party data, says Ben Beard at Adobe.
In today’s world of borderless communications it is PRs who truly understand the value of earned media, says FinchFactor’s Kerrie Finch, but the industry needs to stop working in silos and integrate in order stay relevant and produce even better content.
When expertly executed, gamified content heightens audience engagement. And with the industry predicted to grow to a value of £1.8bn by the end of 2016, JBH’s Jane Hunt says nothing beats a high-quality concept paired with a user-friendly, immersive experience.
Content marketing may be all the rage, but only thought leadership offers B2B brands an opportunity to create a long-term platform for owned, earned and paid media success. Linstock’s Simon Maule describes what it takes to be a thought leader and sets out the key steps.
Even in this digital age, 60% of UK journalists prefer traditional press releases over other news mediums. Vuelio’s Priyanka Dayal sets out a step-by-step guide on understanding the key points every press release must address and the channels they must depend on for success.
Great campaigns require a purpose, which must fulfil a core business need and address a gap in existing marketing. Caliber’s Simon Bennison argues the case for investing in remarkable content.
Brands must shift to a ‘value first’ model, where content sits at the heart of the communication strategy and defines the very nature of marketing, says Drum’s James Larman. This new model will combine both the conception of ideas and how, where and when they are best experienced.
Not all content is made equal and some is not made well, says Mags Walker at the fabl, but compelling storytelling will generate good stories. Brands need to have an effective content strategy, good stories and good storytelling to sustain their narrative and keep customers captivated.
Creating content is not as simple as having great content – you have to know how, where and when to publish it, says Claire Irvin at The River Group. And to market it, making it work as a compelling part of the 360-degree omnichannel experience.
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Customer engagement and added value must always be at the heart of every online retailers’ digital strategy if, over and above the ‘Amazon experience’, they are to connect with the right customers at the right time, says Branded3’s Andrew Machin
Cross-device tracking provides valuable insights for retailers to better understand complex customer journeys that span across multiple devices, as well as helping to ensure affiliates are correctly rewarded for the sales they generate, says Affiliate Window’s Matt Swan
Research Now’s Liam Corcoran looks at how live testing is putting the science into online ad campaigns and delivering return on investment for retailers