Falcon.io: On authenticity in social – linking a post-cookie, post-Covid world

"When it comes to marketing and social media, data is really telling us the truth - and we always shy away from reading the data and using it because it might make us look bad," explains Wiebke Leffers, senior strategist at social media platform provider Falcon.io.

"This 'creative' feeling of if something worked on social media or not is just outdated," Leffers adds. "We really need to understand if we are achieving what we [want] on social media."

It's the age-old...

24 May 2021 | Branding

Why Covid-19 has taught content marketers the importance of going back to basics

Covid-19 has changed the way in which the world works and, like every other industry, marketing found itself in turmoil in March 2020. As consumer priorities and behaviours dramatically altered, marketing strategies naturally had to fall in line or by the wayside.

Brands navigated forward carefully, questioning whether they should pivot strategy for the climate or even continue marketing at all. Although many campaigns were inevitably scrapped after months of hard work, the answer...

29 April 2021 | Best Practice

The CMO guide to finding allies in the C-suite

There’s a lot of optimism in the air about the pandemic coming to an end, thanks to increasingly widespread vaccine deployment. People hope to resume normal lives at home and at work. But marketing executives already suspect there’s no going back to the way things were in 2019. Many CMOs saw huge budget cuts in 2020 and are wondering what comes next.

One thing seems certain: digital ad spending, which outpaced expenditures on non-digital forms of advertising for the first time...

7 April 2021 | Best Practice

Developing flexibility and agility in digital marketing: Five trends to explore

Recent headlines have shown how necessary dexterity and flexibility can be to dealing with business uncertainty. That lesson is incredibly relevant for professionals handling digital marketing efforts. After all, a campaign devised only a few months ago can come off as insensitive or in poor taste depending on the current environment. At the same time, having processes in place to change campaigns as necessary (whether you need to adjust tone, budget, or flighting) is of the utmost...

24 March 2021 | Best Practice

Analysing the haves and have nots for sales enablement: How can you become better?

If you want to be part of the C-suite at a visionary company, then you need a strategic, cyclical approach to the customer lifecycle. But where should sales enablement fit in?

This is the keynote of a new report issued by Seismic (landing page, email required). Not overly surprisingly, 'sales enablement platform provider says sales enablement is key' is not going to get tongues wagging. Yet while, as one would expect, the report says companies are applying sales enablement to...

22 March 2021 | Advertising

Why you need to ensure your content works as hard as it can

Content now needs to work harder than ever to cut through the noise, resonate with the right people and impact on the bottom line.

Quality content that empathises with and engages audiences is a must to drive conversations, deliver unrivalled experiences and increase conversions. With so many brands leveraging content in one form or another, playing the long game is crucial if marketers are to make meaningful connections and create powerful content that converts in a space where...

10 March 2021 | Best Practice

Forget headless: Why agile CMS delivers the goods for marketing teams

Brands are trying to keep pace with new technologies and trends and even the terms that are adopted to describe them. ‘Agile CMS’ has recently been coined by Forrester, and it sounds great, but what does it mean in practice?

Disparate content systems rife with duplications and impossible to search cause delays and difficulties in enterprises today. Headless CMS, which separates frontend experiences from the backend content repository and management, had potential, but failed...

9 March 2021 | Commerce

How AI can build a more empathetic future for marketing

The desire for companies to connect with the emotions of their customers is by no means a new phenomenon. For marketers, the ability to understand the emotional sentiments behind consumer behaviour has been a priority for decades. Yet it has been notoriously difficult to track these sentiments accurately over time.

Artificial intelligence (AI) offers a solution to this problem. Consumers today expect a tailored experience and AI has unique capabilities to help marketers by...

2 March 2021 | Automation

Brand sentiment analysis: Why positivity alone is no longer enough

Have you been using tailored, brand-specific optimisation that detects the true context and sentiment of a page to precisely and accurately classify content? You’re not alone.

Last year saw an industry evolution from brand safety to brand suitability. Born from the need of more nuanced brand stewardship, this move was accelerated by a massive uptick in digital engagement from consumers and a shifting news agenda that made it even more important for each brand to direct spend...

2 March 2021 | Advertising

Adobe, BBC and Microsoft among big names in new standards group to combat disinformation

Six major organisations, including Adobe, the BBC, and Microsoft, have formed a combined entity to 'develop an end-to-end, open standard for tracing the origin and evolution of digital content.'

The companies, who also include Arm, Intel and Truepic, are creating the Coalition for Content Provenance and Authenticity (C2PA). The group will look to develop 'content provenance specifications' for common asset types and formats, with the goal of enabling publishers, creators and...

22 February 2021 | Content Marketing