The Domino’s effect: New personalised advertising campaign sees tenfold return

Anyone can claim they have become a technology company, regardless of their industry, but for Domino’s Pizza, when the company’s mission changed more to delivering pizzas, rather than creating them, it really was the case.

With a mantra to ‘outsmart rather than outspend’, the company’s latest initiative has proven wildly successful. A recent personalised display advertising campaign in the UK generated a 10:1 incremental return on spend, generating more...

12 February 2020 | Advertising

Consumers are seeking out eco-friendly beauty brands: Exploring the rise of ‘conscious capitalism’

Meaningful beauty purchases are increasingly driven by how eco-friendly a product is, with shoppers also embracing new technology to choose the products that fit their needs and wants.

Yet despite this, a new BBC3 documentary, Beauty Laid Bare, will reveal how little plastic is actually recycled. The three-part documentary follows four people in their 20s for two weeks across America investigating the secrets of the multi-billion dollar beauty industry and shows how it is one of the...

29 January 2020 | Best Practice

Why project management and communication are the secret weapons of successful agencies

Sometimes, working in silos is essential — especially in an agency, where certain teams handle certain clients. If team members aren’t on the Coca-Cola account, they don’t have to go to the Coca-Cola budget meeting. However, silos can do more harm than good when it comes to collaboration between colleagues and teams. If you aren’t careful, they can impair healthy communication.

Finding a balance between working alone and working together can be...

20 January 2020 | Best Practice

MarketingTech 2019 year in review: Influencer regulations, CMO battles, and social change

2019 in digital marketing, through the reporting eye of MarketingTech, has seen something of a two-pronged approach. While the exploration of emerging technologies and their use cases, from voice search to AI to blockchain, continues, it has been tempered with a more measured and nuanced focus.

While this publication found plenty of column inches to tell the stories those making the most of their technological bets this year, from Mastercard, to Starbucks – and will continue...

3 January 2020 | Advertising

On Black Friday, try showcasing your values instead of slashing your prices

This Black Friday, French cosmetics startup Typology won’t make a single euro cent in profit. That’s because instead of slashing prices and scrambling for customers, the company is launching a campaign called “#BlackForGood”, donating its profits to environmental charities. “This campaign is intended to be a positive and encouraging call to action for those who agree that Black Friday could be better,” says founder Ning Li.

27 November 2019 | Advertising

Gartner finds UK marketing budgets are on the slide – but optimism for the future

Analyst firm Gartner has put together something of a gloomy series of missives around the digital marketing sector in recent months – and its pessimistic look on UK marketing budgets released today is no different.

The company’s 2019-2020 CMO Spend Survey has revealed UK marketing budget allocations are overall ‘significantly’ behind their US counterparts. Yet while spend is cooling off in certain areas, others are seeing something of a boost.

The...

25 November 2019 | Advertising Technology

For cybersecurity marketers, a sense of clarity is desperately needed

Security marketers are all battling to differentiate the problem they are solving and how the solution or service they provide helps to solve that problem better than anyone else. Driving home this latter point isn’t always easy given how crowded the enterprise security stack is today.

According to CSO, the average enterprise organisation has 75 security products deployed on their network and even more alarming is that 20% of global employees would sell their credentials,...

15 November 2019 | Best Practice

Demystifying influencer marketing: How brands can build relationships with a data-driven culture

When it comes to the practice of working with influencers, I come across a lot of fear and caution amongst marketers. Whether it’s the fear of influencer fraud, uncertainty around how to measure results, or an inability to understand the impact of their investments, people remain wary.

Yet, influencer marketing is one of the highest potential practices for brands. An influencer’s voice can often be seen as more credible than a brand’s own. So, it has never been...

8 November 2019 | Branding

SocialPubli: On the importance of micro-influencers and getting influencer marketing into a wider campaign

What do you think of when you hear the term ‘influencer’, or ‘influencer marketing’? The chances are that it’s someone who is either famous for being famous, or a bona fide famous person making a killing from some soulless shilling. Either way, you may wonder: just how are they getting the ROI from this?

At DMWF Global in London back in May, accounting software provider Sage made an interesting point. Could you name any big influencers in the accounting...

18 September 2019 | Advertising

Back to life: It’s the ‘new’ New Year – and a huge opportunity digital marketers overlook

For decades, marketers have made a moment of “back to school”, setting their sights on mothers and, in more recent years, fathers.  But according to new data from Pinterest, limiting marketing to families with kids focused on back-to-school is a miss for advertisers.

On Pinterest, we see a renewed enthusiasm from people of all ages for organisation, health, positivity, activities and refreshed routines in September. It’s almost like people are hitting refresh...

3 September 2019 | Branding