Are we entering the age of the AI ‘copilot’?
AI ‘copilots’ have boomed in martech and beyond over the last year, with some predicting that they are the future of software. But does everything need to have a conversational interface?
Customers want to be ‘more than a mere transaction’: Benamic’s Laura McGill on loyalty schemes
The growth of member pricing and the rise in retail media are just two reasons why loyalty schemes have been front of mind recently for many marketers. We caught up with Laura McGill, Head of Marketing at global promotions and loyalty firm Benamic, and self-professed “data-driven person” to ask what customers want from loyalty schemes. Econsultancy: […]
Retailers can learn from fast UX of Shein and Temu, says Scayle’s Craig Smith
Competing with dominant new entrants is one of the challenges in online retail highlighted by Scayle’s Craig Smith, who says the “fast user experience” and “ability to match supply with customer demand” demonstrated by Shein and Temu show the “direction online shopping is moving”. Smith describes himself as “from a retail family”, with his father […]
The Future of Digital Advertising
With many technologies emerging with the potential to impact digital advertising, the final chapter of this guide explores some of the most significant trends marketers should pay attention to. Emerging technologies Figure 1 shows how seriously respondents to Econsultancy’s 2022 Future of Marketing survey are taking some of these technologies, and it is interesting to […]
Overview of the Current Challenges in Digital Advertising
The evolving digital advertising landscape means new challenges are emerging all the time. The biggest issues facing marketers today, and how to overcome them, are explored in this chapter. Brand safety/suitability The internet is a place of near-limitless content, unlike traditional media channels such as TV or newspapers, which are finite and more transparent in […]
How to Measure Digital Advertising
Understanding how best to measure digital advertising is a crucial step in running successful campaigns. Without measurement there can be no clarity on the effectiveness of the campaign. Measuring digital ad effectiveness The amount of data available to advertisers is undergoing rapid change, thanks to some of the technological and regulatory initiatives that will be […]
How to Create a Digital Advertising Plan
Digital advertising is just one channel in the suite of options available to marketers, so it is important to have a clear plan that is integrated with the wider marketing and communications strategy. Ultimately, all the channels that the customer interacts with should be working together to create a unified journey. Having clear company-wide objectives […]
How to Create Advertising for Digital
Platform and context are key when creating advertising for digital. Whether using display or native ad formats, mobile or desktop, there are a number of essential factors for marketers to consider to maximise the effectiveness of digital campaigns. General creative and strategic best practices In the early days of digital advertising, it was a consistent […]
Introduction to Digital Advertising
Digital advertising has experienced exponential growth over the past decade, bringing with it myriad opportunities and challenges for brands. Ever evolving, digital advertising refers to the advertising messages found in paid-for media spaces across digital devices including laptops, mobile phones and tablets and increasingly TV screens, outdoor screens and gaming consoles. So first of all, […]
The GPT Store isn’t ChatGPT’s ‘app store’ – but it’s still significant for marketers
Many are comparing OpenAI’s recently-launched GPT Store to the advent of Apple’s App Store in 2008. What the GPT Store actually represents is more subtle, but significant for marketers and businesses using generative AI.
