Cannes Lions insight: How the creative marketing industry has changed

(c)iStock.com/Triloks

Whether we like it or not modern marketing is remarkably different to what it was like even five years ago. The last three years have seen seismic shifts in how the industry operates and some of us just haven’t been prepared for it and others haven’t welcomed it.

This change has been most apparent at the annual Cannes Lions International Festival of Creativity. For those unaware of the Festival – firstly you...

22 June 2016 | Marketing Cloud

Salesforce launches Marketing Cloud Lightning

(c)iStock.com/Nature247

Salesforce has announced the launch of Marketing Cloud Lightning this week – a new user experience, platform and ecosystem that it claims will give marketers the power to run one to one customer journeys across sales, service and marketing.

The new announcement follows the launch earlier this year of Salesforce’s sales and services offerings built on the Lightning platform – Sales Cloud Lightning and Service Cloud Lightning. The...

12 May 2016 | Advertising Technology

New Adobe Marketing Cloud cross device network to enable ‘people-based marketing’

(c)iStock.com/wellesenterprises

With customers browsing across devices, the challenge of consistently marketing to them whatever device they are using is one of the biggest to currently face the industry.  Consumers want a seamless transition between devices but with current technology focused on recognising devices rather than the people using them (unless they log-in to a site) it’s been hard to join up. A new report from Adobe published this week shows that 79% of people...

23 March 2016 | Content Marketing

Adobe aims to deliver new levels of personalised, data-driven ad buying

(c)iStock.com/Jaap2

Adobe has announced the rollout of what it claims is the industry’s most advanced global programmatic advertising platform for advertisers and media publishers, using Adobe Marketing Cloud solutions.

The solution will, the company claims, deliver new levels of personalised, transparent, data driven and efficient ad buying and delivery.

Using Adobe Media Optimizer advertisers are able to take direct control of automated ad buying for search,...

1 October 2015 | Advertising

SAP claims to reinvent CRM with new product portfolio launch

Picture credit: Flickr/Marc Smith

SAP has this week announced plans to unveil a new portfolio of SAP hybris tools that it claims will help businesses transform their customer relationships through simpler and yet more detailed connectivity to the customer.

The first of the trio of new products, SAP hybris Profile Solution, will the company claims, allow all customer interactions, contexts and behaviours to be captured to then create a continually evolving and dynamic profile...

15 September 2015 | Advertising

Analysing increased adoption of big data, IoT and cloud in digital marketing initiatives

(c)iStock.com/nopporn suntornpasert

Big data, the Internet of Things and the cloud are increasingly being used to support and drive digital marketing initiatives, according to a new survey released this week.

The survey, from 2nd Watch, shows that digital marketers are increasingly expanding their use of such technologies in order to support their digital marketing efforts with some diverting resources from other projects to enable such a move. It signals an increased...

30 July 2015 | Big Data

Salesforce launches next generation Marketing Cloud

Picture credit: Salesforce

Marketing vendor Salesforce has launched the next generation version of its Marketing Cloud giving marketers the ability to now create any journey possible, according to the company.

The business has unveiled a number of enhancements to the platform. These include enhancements to its Journey Builder functionality which it says no allows companies to have one place to map and optimise journeys across sales, service, marketing, customer apps and...

22 June 2015 | Customer Experience

How Micro Focus transformed its legacy marketing platform and enhanced sales

(c)iStock.com/gehringj

Micro Focus is certainly an intriguing company from a branding perspective. Its tagline is “application modernisation and management”, yet many will recognise the company as the de facto arbiter of the 55 year old COBOL language, made famous by Grace Hopper, as well as its Borland portfolio and IBM mainframes.

The company admitted there was a ‘lack of market awareness’ of the Micro Focus brand and turned to Oracle Marketing Cloud...

1 April 2015 | Case Studies

Record investment in digital marketing technology forecast for this year

©iStock.com/Newbird

Companies are planning record investment in digital marketing technology this year, according to a new report from Econsultancy, in partnership with Oracle Marketing Cloud.

The research, part of an annual Marketing Budgets Report, found that 79% of companies are planning to increase their spending specifically on digital marketing technology – the biggest investment since the research was launched in 2010 and an increase of 13% on last...

3 March 2015 | Advertising

Do B2B marketers have a trust issue when seeking external help?

©iStock.com/abluecup

Outsourcing provides a company with experienced assistance that might not normally be available from its own internal staff, but could this solution be on its way out in B2B marketing circles?

Hinge, a professional services marketing, gathered responses from 530 professional services firms for its 2015 Professional Services Marketing Priorities report to find that only 13.2% exclusively use external resources.

The overwhelming trend is for...

18 February 2015 | CRM