Like magpies searching out shiny objects, we have found some interesting articles from the last week and put them all in one place for you. Enjoy!
Narrow targeting is ‘counter-productive’ to B2B growth, new study finds
A major new study from the Ehrenberg-Bass Institute finds that targeting a niche group of customers whose needs directly align with the produce or service on offer is a counter-productive approach - the best way to drive B2B growth is to target all customers within the brand’s category.
Google recently announced its move to a ‘privacy-first web’ - what should marketers take from this?
Google’s announcement is a pivotal moment for the digital marketing world. After all, without third-party cookies, how will marketers be able to offer relevant, personalized advertising? The good news is there is time to adapt...and this article is a good starting point!
How to optimise your martech strategy
A good marketing strategy should be underpinned by technology and the right processes. Direct contact with customers is essential for business growth, and contact that isn’t tech-driven will be ‘at best laborious, at worst completely disfunctional’.
A beginner’s guide to personalisation in ecommerce
Ecommerce personalisation is all about giving customers an individualised online experience. It sounds simple enough, but for a beginner just starting out, it can feel like you’ve bitten off more than you can chew. If you want to dip your toes in the world of ecommerce personalisation, check out this simple guide that will take you through the essentials.
The Coalition for Better Ads has introduced a new ad certification programme
The Coalition’s new programme will review online ad experiences sold in the market and validate their compliance with Better Ads Standards, which aims to identify the ad experiences that fall beneath a threshold of consumer acceptability and drive consumers to install ad blockers.
NatWest’s CMO is disappointed with the lack of ‘pointed’ diversity efforts
Margaret Jobling, Natwest CMO, has branded the state of diversity in marketing as depressing, calling for brands to make a more pointed effort to diversify their workforces.