Generate UK’s Marketing News round up for September & October 2018.
The marketing industry is ever-changing and can be hard to keep up with, so we have put together our favourite recent snippets that have grabbed our attention from across the industry, to help you understand the latest trends, updates and technologies.
From hyper-personalisation to ditching your desk, read our rundown of the latest marketing news to ensure you are ahead of the crowd. It’s safe to say, the marketing world has been eventful in the last few weeks.
Can You Build Brand Loyalty In The Age Of ‘Hyper Personalisation’?
Marketing Tech News have released an article at the beginning of October outlining how consumers hold power over brands, and this is only increasing as the ability to personalise EVERYTHING also increases. The main reason for this is that social media allows everyone and anyone to scrutinise or share great experiences to an increasingly growing audience.
The challenge for businesses is to stay competitive with pricing, hold user attention, deliver quickly and stay relevant to the ever changing consumer. Long gone are the days for emails on your birthday and your name in a subject line, now real-time customer automation is expected as standard.
It has been proven that consumers are staying loyal when brands supply them with offers and discounts. However, brands fall down in maximising the return from this loyalty because of bad data! Businesses are increasingly using AI and computer vision analysis to find out every detail of a consumer in order to find their specific likes and dislikes. For example: location, photos and browser history.
Does Abandoning Your Desk Increase Influence?
In Thomas Barta’s latest article for Marketing Week he describes marketing as a ‘contact sport’. Most marketers spend a significant proportion of their time sat at a desk, and not face-to-face with those outside of their department. You cannot make a change happen from the comfort of your desk. The opposite can also have a negative effect too, working from home for job flexibility doesn’t help either.
Working in the right places for the right amount of time is what drives the most successful marketing campaigns. When you are face-to-face in front of customers and colleagues to influence their behaviour is where the magic happens.
Many businesses have ripped out desks and replaced with lines of desks to ‘reduce egg-laying hens’, encouraging employees to work from a range of environments that are specific to the activity tasked.
How To Use Direct Mail In The Modern Marketing Mix
Despite the rise in smart phone sales and the decrease of mail sent each year, direct mail marketing gets a higher response rate than it did more than a decade ago. In AMA’s latest article, Neil O’Keefe suggests that marketers should test as many aspects of their campaign as possible, including frequency, number of pages and types of mail they’re sending to discover what brings the best ROI.
The biggest challenge for direct mail is the measurement of its success, although you can use personalised URLs and codes, there is no guarantee customers will use these. The only way to discover what works the best is to test as many aspects as possible, with a baseline to compare from.
Even if direct mail stagnates, O’Keefe believes that it will remain an important part of the marketing mix. With the best results said to have come from omni-channel campaigns, portraying the same message across emails and re-targeted adverts too.
So maybe direct mail isn’t dying out, just becoming a good accompaniment to your other campaigns.
Hootsuite Integrates Google Ads
Hootsuite has penned a deal with Google that will integrate Google Ads directly into Hootsuite’s platform and AdEspresso, which is Hootsuite’s digital ad platform. This will help you manage your online ads across Facebook, Instagram and also Google all on one platform.
This new integration has awarded Hootsuite with an official “Google Premier Partner Badge”, making it a leading social media management solution. It is also the first time search and social advertising campaign have been combined, helping customers to manage their online advertisements, budgets and compare results across multiple platforms better, allowing you to create the best performing adverts.
“We’re excited to be working with Google in this integration. They are the market leader in search and in global online advertising, helping businesses worldwide drive increased return on their investment,” said Penny Wilson, CMO of Hootsuite.
Removal Of Twitter ‘Moments’ On Mobile
With Twitters recent transition from a social network to a newsroom, we may find that user needs from brands will change. They are removing their ‘Moments’ platform as of 23rd October, after people found the experience confusing. Twitter Support have explained that when people don’t use their features often, they remove them so they can focus on building new products that we will love!
Twitter Moments will still be available on desktop however.
Twitter is currently a useful B2B platform – especially to connect directly to customers – and brand interactions will definitely see a change in the future. We will look forwards to the next new Twitter feature to enhance our experience further.
If you want to keep up with the latest marketing trends, don’t hesitate to contact Generate UK. We’d love to hear about your business and how we can transform your marketing into something to be proud of, browse our digital marketing services here.