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Are marketers underestimating the fraud threat to influencer marketing?

Ad fraud is a multi-billion dollar a year problem and according to one estimate, by 2025, the digital ad market could be the second largest revenue source for organized crime behind drug trafficking.

Ad fraud comes in numerous forms. There's click fraud, for example, which for years has been a thorn in the side of marketers using pay-per-click advertising channels.

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automation graph

B2B marketing automation software is underused and symptomatic of the industry

Marketing automation correlates with marketing success in B2B, but too few companies are getting the most from their chosen software.

This is symptomatic of B2B marketing right now, with lots of great tech available but not enough skills to make the most of it.

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Lessons in brand building from Deliciously Ella

There aren’t many people that have created an entire business on the back of a blog, but Ella Mills (aka Deliciously Ella) has done just that.

With four books, three London-based delis, and a range of food products – Deliciously Ella is now a fully-fledged brand in its own right.

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eprivacy

Focus on GDPR, but ignore e-Privacy at your peril

With so much noise surrounding the General Data Protection Regulation (GDPR), the equally impactful e-Privacy regulation seems to have been forgotten about.

It might only be a draft regulation at the moment, but it is due to be enacted in May 2018. So, what is this regulation and why do marketers need to pay careful heed to its contents? 

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data

How to get the most out of audience data in programmatic

One of the great advantages of programmatic is access to audience data.

On top of the first-party data a business might hold, there is an enormous supply of third-party data that can be added to enhance targeting. Despite this, a CIM report this year found that 50% of all marketing is deemed ‘irrelevant’ by the audience it reaches.

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New Look sees profits fall: What can turn it around?

UK fashion chain New Look has seen another fall in profits, announcing a 4.4% drop in sales during the first quarter of 2017. 

With the recent news that UK retailers have witnessed a general slowdown in spending growth – New Look’s bad fortune could be put down to wider factors like high inflation or dwindling consumer confidence. 

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culture

10 companies with a digital culture

Way back in early 2016, in his predictions for the year to come, Econsultancy founder Ashley Friedlein attempted to define digital transformation.

This was his attempt: "The journey towards being a digital organisation where “digital” means two things: firstly, focusing on the customer experience irrespective of channel, and secondly, having a digital culture."

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empathy

Personalization is nothing without creative empathy

Marketers have the newest technologies at our fingertips that allow us to create and personalize experiences that are truly centered around individuals – a mix of data, artificial intelligence and machine learning capabilities are constantly expanding the experience possibilities.

But here’s what we need to be increasingly careful about: This new technology enables a level of automated marketing that puts brands at risk of appearing unthoughtful.

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charlotte bunyan

A day in the life of... head of strategy at an integrated agency

Charlotte Bunyan is Head of Strategy at integrated agency Collider. What does she do with her day? We're about to find out.

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joy

The most joyful digital news stories from the last week

It's that time of the week, when I rush off a roundup of joyous digital stories, before punching my card and strolling off into Soho.

This week is a cracker, and it starts with something to soothe you..

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10 stupendous digital marketing stats we’ve seen this week

Grab yourself a coffee – it’s stats time once again.

This week’s roundup includes news about CRM, affiliate marketing, and mobile UX. As always, the Internet Statistics Compendium includes lots more, so why not head on over and give it a look-see?

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How brands are using empathy to enhance marketing

What makes customers buy into a brand? 

In the past, we might have said heritage or prestige, and perhaps more recently, instant gratification or entertainment. Now, ‘empathy’ seems to be the buzzword of the moment, with many brands aiming to create meaningful content that truly resonates with consumers. 

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