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Posts tagged with Automation

Customer experience: the trends, challenges and opportunities

I attended the Adobe Symposium 2015 in London a couple of weeks ago and caught up with John Travis, Adobe’s VP of EMEA Marketing. 

We spoke about customer experience: Its increasing importance within marketing, the way it is impacting the way we do business as a whole, and what brands can do to create a consistently positive experience for their customers. 


Five tool sets for scaling your freelance business into a full consultancy

With freelance work slated to outpace full-time jobs by 2020, and with more than 53m Americans working on a freelance basis as of 2014, the opportunity is ripe for those interested in paving their own way.


What is marketing automation and why do you need it?

It’s as easy as switching on your computer, sitting back, relaxing and letting the software do all your work for you while you secretly read Viz behind a copy of Marketing Week.

Right? Right???


10 fascinating stats about the programmatic advertising space

Programmatic advertising is fast becoming one of the most widely discussed topics in the digital marketing world.

With our one day conference, Get with the Programmatic, coming up later this year, I thought I'd take a look at some of the most interesting programmatic advertising stats from this month.


Five best practice tips for data management platforms

In my previous post about our new report titled The Role of DMPs in the Era of Data-Driven Advertising, I covered the data management platform (DMP) landscape, whether better data equals more paid media success, and how DMPs can be used to get advertising in front of the right people.

The report was part of a new Modern Marketing Actionable Insights Series launched in partnership with Oracle Marketing Cloud, and today I’m going to cover five best practice tips that came out of it that will help you take advantage of a DMP when it comes to your advertising efforts. 


Twitter adds automation to win more ad dollars

Twitter is one of the largest, most popular social platforms in the world but despite the fact that it is generating significant advertising revenue, the company has struggled to live up to expectations.


Four stats to help benchmark your email marketing strategy

How advanced are your email marketing activities?

It can be difficult to know how far ahead or behind your organisation is from the industry standard, as it is often extremely difficult to completely figure out the inner workings of other companies.

And even if that is possible, who has time to do all that?

However, thanks to the 2015 Email Marketing Industry Census, produced in association with Adestra, an insight into the amount and type of email marketing carried out by organisations is now available.

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How digital transformation improved Marie Curie’s marketing strategy

Marie Curie provides care and support for more than 40,000 terminally ill people and their families in the UK each year, therefore it’s vital that the charity is able to provide services across every possible channel both offline and online. 

To achieve this Marie Curie is undertaking a massive digital transformation programme, so it can extend its proposition to offer more services and support.


Q&A: Oracle's Sylvia Jensen on high-volume content marketing

Sylvia Jensen is director of EMEA marketing at Oracle Marketing Cloud, who will be speaking at at our Festival of Marketing event this Thursday. 

I've been asking Sylvia about her forthcoming presentation, and her views on automation in content marketing


When marketing automation goes wrong

Consumers love it when a company's mask slips. They jump on perceived proof that businesses are all in it to rip off the customer.

PR snafus such as Sainsbury's recent inside-outside poster are a good example of this phenomenon. Social media goes crazy.

In recent times, the move to enhanced service, partly stimulated by the commercial internet, means the mask has further to slip (but it still can). Companies aim to be transparent and friendly with customers on an increasing number of marketing and comms channels, but mistakes still occur.

Marketing automation is one area where brands must be vigilant, lest the wrong message be sent or the right message at the wrong time.

So, here's a roundup of some ways in which marketing automation can go wrong, in social, ecommerce, email and advertising.


Email marketing segmentation: dead man walking?

It seems like the staple diet of a digital marketing blogger is to declare something dead, or not dead, or cleverly D.E.A.D.

Only this week, our David Moth wrote a piece on email marketing’s rude health (email is not dead). 

I think the reason we’re obsessed with the death of marketing technology is because, despite the pace of change in digital, there are many age-old marketing principles that remain absolute. 

Relevance, timeliness, perhaps more broadly the four, five or seven Ps – these will ever remain in the marketing canon. 

And, of course, no matter how sophisticated technology becomes, there will still exist businesses that don’t get the marketing mix right. 

However, despite all this, I am interested in areas of marketing that might undergo automation and sophistication to the point where they require little work. 

What I foresee is the perfection of certain disciplines (e.g. marketing automation) throwing light on new priorities, such as a renewed interest in conversion rate optimisation or data cleanliness.

With marketing as a department more powerful than ever, why would the amount of work decrease? Surely we’re sticking our elbows out, and our oars into every part of the org? 

So, what about email segmentation? Will there be a time when it’s no longer a core skill, something to be done actively by marketers? Will technology take care of it for us?


AdWords scripts: a super-easy guide to the documentation

Welcome back to our Intro to AdWords scripts series where we will train you to automate your account management using scripts.

As you'll have noticed in our earlier posts, we make frequent use of the AdWords scripts documentation, which is vitally important.

In this article we'll go through an example script making effective use of the documentation, we'll focus on the campaign selector and we'll give you an AdWords pro tip.