Online Marketing

The last couple of years have seen a revolutionary change in online consumer behavior, with some brands needing to adapt quite radically. That, along with tighter privacy controls, has left agencies wondering what the future of advertising holds and how campaigns will look in 2022 and beyond.

For an answer, we asked Desmond Lawrence, Global Digital Activation Director at Havas Media Group, to set out the key trends he sees in consumer behavior and what that means for the brands and agencies targeting them in the years ahead.

How will clients assess their marketing services partners amid the decline of 3rd-party cookies, and what strategies can help firms prosper?

The digital advertising industry is facing a precipitous moment on the back of Google’s decision to remove 3rd-party cookies from its Chrome browser in 2023, but marketeers must act now by implementing other strategies rather than waiting for the perfect solution to replace their favourite tracking tool. In this interview, Louise McMahon, Automotive Marketing Communications Section Manager at Honda UK, outlines what changes her business has made and what marketing services partners need to do to stay relevant when it comes to cookieless advertising.

Every January, many of us lay out our plans to make the coming twelve months “the year of…”

What’s 2023 for you? The Year of Discovery? The Year of Wellness? The Year of Exercise? The Year of My Career?

Brand messaging is not an exact science – but still many campaigns fail to meet their objectives despite the presence of strong creatives.

For an expert perspective on the most important considerations when designing effective creatives we asked Valeriia Filonich, Digital and e-Commerce Manager at Sisley Paris to outline some of the processes that can be put in place to maximise the chances of success.

We’ve previously discussed why retargeting should play an important role in any marketing campaign, and today, we’d like to discuss one of the biggest retargeting myths: That a single provider is better than multiple retargeting providers.

The argument about whether you should use a multiple or singular retargeting strategy, is the source of many “spirited” discussions amongst the more geeky circles at marketing conventions, especially once the drinks start flowing at the post-convention parties.

From the printing press to Deep Learning, the history of marketing shadows all our great leaps forward in communications technology. It is the marketer’s job to identify how these novel technologies can be used to reach potential customers, and educate them about products and services that enrich their lives.

The printing press let us create posters, radio and television enabled us to speak to people in their homes, and the internet gave us new ways to sell to people. Today, we’d like to take a moment to dive into how marketers can take advantage of the next big leap forward in technology: Deep Learning.