Mon 15 Feb, 2016

Marketing Attribution – Q&A With Expert, Gabe Hughes

1. WHAT DOES “ATTRIBUTION” MEAN IN MARKETING TERMS? Marketing attribution is the art and science of assigning sales or sales revenue to the marketing touchpoints which a customer was exposed to before to their purchase. Although associated with the world of digital marketing, the problem of how marketing drives sales is as old as marketing itself. Attribution is therefore just a type of marketing effectiveness analysis, concerned with data rich, multi-touch marketing, and attribution today is concerned with both offline and online. 2. WHAT…

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Wed 25 Nov, 2015

WTF Is Growth Marketing? Let’s Meet And Find Out

It was the question on many people’s lips at Performance Insights London, where Will Ashton was joined on stage by Nilan Peiris of Transferwise and Natalie Brieger of Facebook to discuss this topic and more. Judging by the audience’s questions, it is a topic that still needs even more discussion in order for greater clarity and a broad understanding of the concept to spread throughout the industry. It’s a relatively new discipline and yet another term to contend with when…

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Tue 27 Oct, 2015

Skills For A Very Modern Digital Marketer

Burdened by choice or challenged by opportunity — whichever way you look at it, the modern marketer has much to contend with. The tools have changed, the skill set shifted and hungry newcomers fluent in the next big thing are one step behind. Like the TV ad buyer of the last century who had just a few stations to choose from, five years ago there were just two primary paid channels for the digital marketer (Search and Display) and a single device…

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Fri 25 Sep, 2015

Programmatic Marketing: Four Key Trends

Digital marketing evolves at head-spinning speed. When the pace is fast, things become unclear and murky. So it’s no wonder there’s so much confusion around Programmatic. Clutters of acronyms, a plethora of companies offering multiple products and services – they both contributed to a good deal of head-scratching. The waters are clearing, thankfully. Companies have begun making their offerings more distinct and Programmatic’s becoming less mysterious to the lay practitioner. It also recently dawned on the industry that a complete focus on…

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Thu 10 Sep, 2015

The Four Key Principles Of Programmatic Marketing

In part one  —  Get With the Programmatic  —  we spoke about Programmatic in more general terms. Today we’re going to narrow the focus and dig deeper into four key programmatic principles. 1: REAL-TIME BIDDING (RTB) RTB is used for direct response advertising, where an online auction enables impression-by-impression bidding. This system places a focus on the true value of impressions, which are bought across multiple exchanges and Supply-Side Platforms (SSP). HOW DOES THAT WORK? You only bid on an impression that…

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Thu 3 Sep, 2015

Get With The Programmatic: A Basic Guide

If you are in or around advertising circles, you’ve heard the term “programmatic” at some point. Many “programmatic” conversations will consist of people nodding their heads knowingly, while thinking to themselves, “What the hell is programmatic?” This term is going to be heard more and more in the coming years, so if you have to know what it means (you do) then you might as well start today. Programmatic is a term that covers a variety of functions, but in…

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Fri 14 Aug, 2015

6 Of The Best Tips For Strategic AdWords Management

As digital marketers it’s hard not to click on a TechCrunch article about the latest big thing in Search marketing and start imagining what it means for our clients. Working agency-side, being at the forefront of the latest trends and what they mean is what we do and what our clients expect. But the best digital marketers will know that just because something is new, doesn’t mean it is the right solution to our clients’ needs or at least not…

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Sat 1 Aug, 2015

Why Specialist Digital Marketing Tutors Are Better

If you’ve ever been on a training you probably know that not all lectures are created equal. In fact, you can normally tell the difference pretty quickly. It’s not uncommon to have a tutor who is able to cover a range of topics and can answer 80% of the questions, but doesn’t have the extra depth of knowledge in the subject that really makes the biggest difference. They may be enthusiastic, charismatic and engaging but you’d trade those qualities in for that 20%…

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Wed 8 Jul, 2015

Changing Gears To Hatch Careers

It started with a common challenge for many companies — a lack of candidates with in-depth skills in performance marketing. We were struggling to fill roles at our last employer. We had the kind of knowledge we were looking for in new hires and also had a solid network of experts across the key performance marketing channels. Why was it so hard to source the right people? An idea sparked in our heads and we began sketching out the solution to the…

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Wed 15 Apr, 2015

The Programmatic Skills Gap: Why Talent Trumps Experience

Before we get going, we should settle on a definition of programmatic. Defining programmatic advertising is the subject of much debate, but for the purpose of this article, we will take it to mean digital media traded through software which automates at least part of the buying and/or selling and/or optimisation process. This probably isn’t perfect, but it will do for now (note to self: future article on the definition of programmatic) The rapid rise of programmatic advertising is changing the…

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