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Blog
Delivering data-driven content marketing for the travel industry
The travel industry is increasingly turning to content-led strategies to create and nurture relationships at all stages of the customer journey.
And it's paying off: a 2015 Aberdeen study showed 7.8x higher year-on-year traffic for content marketing leaders versus followers. Conversion rates are also 6x higher for content marketing adopters versus non-adopters.
What's the difference between AI-powered personalisation and more basic segmentation?
At a recent Econsultancy event I moderated a discussion about AI (more correctly, machine learning and deep learning) and marketing.
It became apparent that although the power of this technology is very much appreciated in a number of guises (including natural language processing, computer vision, and the processing of unstructured data for account based marketing), there is some confusion about how it applies to personalisation and segmentation.
How brands can navigate today's super-political environment
Following Brexit and the US presidential election, many brands have responded to the polarized times by choosing to weigh in on political and social issues.
But brands face numerous challenges in trying to do this successfully. Chief among them: how do brands connect with consumers at a time when so many of them don't see eye-to-eye on some of the most important issues of our time?
How Subaru uses a data-driven marketing strategy to target customers
Subarus are not particularly sexy. Neither is the subject of data, for that matter.
Surprisingly, a combination of the two topics made for one of the most interesting sessions at this week's DataIQ Summit.
Why Visit Sweden and other tourism boards are teaming up with Airbnb
From cabins in Cornwall to treehouses in Hawaii – Airbnb offers unique and enticing accommodation around the world. Its latest listing is even more unusual, with the brand promoting the entire country of Sweden as the ultimate place to stay.
It is part of Airbnb’s new partnership with Visit Sweden, which aims to attract international travellers to the country.
How to upgrade pharma brand planning for a multichannel world
It’s brand-planning season in the pharmaceutical industry and therefore a useful time to reflect on how this foundational process can be enhanced to better serve us to deliver on the promises of “customer-centric” and “multichannel” communications.
Here's a look at the common problems that occur during brand planning, and also some helpful solutions.
Four tips for creating effective YouTube bumper ads
Earlier this year, I suggested why removing 30 second unskippable ads could prove to be a positive thing for brands.
Well, Google has only gone and backed up my point (thanks guys) with research showing that shorter ads can be far more successful than the aforementioned longer format.
If you want to improve your marketing ROI, stop spending on social media
Our research team at Good Growth Ltd has spent the last 18 months reviewing all the evidence on the commercial effectiveness of investing in social media marketing.
Why increasingly efficient UX might not always be a good thing
A recent leader in The Economist raised my interest in the little discussed area of ‘facile externality’.
The Economist summed up the concept as follows:
Three social media lessons from WWF’s Earth Hour
On March 31st this year, 2.4m people across the globe took action against climate change.
Some turned off their mobile phones, while others organised community events. But whether large or small, each action was in support of Earth Hour – WWF’s annual event to raise awareness of environmental issues.
Six clever examples of what dynamic outdoor advertising can do
I've noticed outdoor advertising as the home of some of the best dynamic marketing of late.
Now that digital billboards are well established in cities like London and advertisers are accustomed to dynamic technology, campaigns are becoming less gimmicky, more effective.
I wanted to pick some examples of exciting digital outdoor campaigns that show what the medium can do.
Three risky customer experience (CX) initiatives
Forrester reports that customers are willing to spend nearly five times more for excellent customer experience (CX) than they would for poor CX*.
But improving customer service comes at a cost. Besides the time and effort required, sometimes marketers need to take risks to make their company more customer-centric. Here are three examples of companies who have taken a leap in the name of CX innovation.