When it comes to targets and budgets, are you told to deliver more results for less money? With 60% of marketers questioning their team’s ability to allocate marketing budget, Account Director Jo South reveals four steps to improve your planning and budgeting.

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In light of Keith Weed’s recent speech, I delve into the controversial topic of responsibility in digital advertising. Where should responsibility sit, and how can we determine appropriateness?

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For years marketing, both online and offline, has been directed towards ever more sophisticated targeting and segmentation to the point of personalisation. Greater relevancy of the content to the customer means that they are more likely to convert and/or engage. There is a conundrum, though, in terms of gathering the data in the first place to shape and inform the content, ad or offer to that user. What is the problem? With the increasing amount of data collected and stored…

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Being told VR and AR are ‘the next big things’ that we should getting on board with isn’t the most helpful advice you’ll ever hear. Where should you start? What about the cost of the technology? What about the technical capabilities and coding needed to make it a worthwhile exercise? However, this has just changed and actually now is the time. And here’s why. A new kid on the block, WakingApp, is removing barriers to entry with the launch of…

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There are two very cool art exhibitions coming up that I’m excited about, because both are doing very interesting things with digital data and technology and there is something about their approach that has a lot of relevance to marketing. The first is at Somerset House in London and is called Big Bang Data. With the proliferation of data (emails, selfies, online transactions, Google searches, social profiles and more) coupled with the new ways of storing and accessing that data,…

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On the drive to work this morning, I heard a radio advert for a major UK fashion retailer. It ended with “go in store to see our deals” – no mention of the website or that even shopping online is an option. My heart sank a bit. Why did no one in their marketing team spot the omission? Was it a deliberate decision to allow more time for brand messaging at the sake of driving people to the site? Who…

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The answer is apparently 2.6 devices, according to research by MillwardBrown. Ignoring the obvious opportunities for a digital equivalent to the Christmas cracker style jokes of how many people it takes to change a lightbulb, what does this tell us? The three key implications to consider here are: Surely the ‘mobile first’ strategy that so many officially have in place is actually putting conversions at risk Different devices play different roles in the path to conversion, and this is going…

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