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Stuart O'Brien

Coronavirus: ‘Content marketing imperative grows’

Many marketing organisations lack the necessary capabilities and processes to keep pace with a growing content marketing imperative amid the coronavirus outbreak, according to new strategic report from the CMO Council.

Cleary, the impact of COVID-19 on face-to-face business interactions, particularly large gatherings, has been swift and pervasive.

Content will need to pick up the slack, according to Donovan Neale-May, Executive Director of CMO Council and author of the strategic brief, Making Content Marketing Convert.

“Marketers must act quickly and decisively to increase the impact, scope, reach and return of their content marketing investments in 2020,” said Manuel Hüttl, Senior Vice President Europe beim CMO Council. “Our research also shows there is a critical need for marketing organizations to bring more discipline and strategic thinking to content specification, delivery and analytics.”

Developed in partnership with NetLine the report provides insights into the problems marketing organisations face in elevating the business impact of content development, distribution and lead conversion. It also provides a concise set best practices, along with a self-assessment check list for lead performance improvement.

Among CMO Council research insights that underscore the problems and shortcomings in current content marketing initiatives:

  • Only 12 percent of marketers believe their content marketing programs targets the right audiences with relevant and persuasive content.
  • Only 21 percent say they are sufficiently partnered with their sales counterparts in developing and measuring demand generation programs.
  • Most view their content marketing process as ad hoc, decentralized and driven by internal stakeholder, rather than customer, interests.
  • While 88 percent of business buyers say online content impacts vendor selection, just nine percent think of vendors as trusted sources of content.

The report offers commentary and advice on the top 10 essentials for effective authority leadership-driven content marketing:

  1. Partner with credible + trusted sources
  2. Produce relevant + compelling strategic insights
  3. Add customer-contributed views + validation
  4. Present authoritative, newsworthy and enriched content
  5. Engage qualified, verified and predisposed audiences
  6. Target the whole influencer, specifier + buyer ecosystem
  7. Embrace multi-channel distribution, promotion + syndication
  8. Authenticate content consumption and buyer engagement
  9. Ensure lead legitimacy and compliance 
  10. Cultivate, Activate and convert prospect flow

It also offers a set of best practices for lead lifecycle management. These practices cover:

  • Functional alignment between marketing and sales
  • Lead qualification—prioritization and scoring
  • Lead nurturing and relationship development
  • Hand-off and optimization of the conversion process
  • Campaign measurement

Download the report here.

Unlock your potential at the Digital Marketing Solutions Summit

The Digital Marketing Solutions Summit is taking place this summer and we’d love you to join us as our guest!

16 July – Hilton London Canary Wharf

This complimentary guest pass will give you the opportunity to meet with suppliers based on your own unique requirements and upcoming projects, attend a series of seminars and network with like-minded senior marketing professionals. Lunch and refreshments are complimentary.

Unlock your guest pass here and join representatives from:

Advanced Diesel Engineering 

Ambassadors Theatre Group

Audible

Blackbird 

Bondi Sands

Bouygues Energies & Services UK

British Arab Commercial Bank

Care UK

Carnival UK

ClientEarth

Conde Nast 

Corinthia London

Cyber Smart 

DTB Sports & Events 

Dufry

Four Seasons UK Collection

Funkin Cocktails

Great British Chefs 

H Club London

Hyde New Homes

Jordan’s Dorset Ryvita

Judopay

JustGiving 

Legal & General Investment Management 

LifeSearch

LV=

Oxfam

Prospect Magazine

Pwc 

Raremark

Sandaire

Simply Business

Stadium

Steak & Co

Swift Direct Blinds 

Telereal Trillium

Ten Lifestyle Group

University of Sunderland London

University of West London

Weight Watchers 

WSP

Yarmouth Stores Ltd & Kirklands 

Confirm your complimentary guest pass here or contact us today to find out more!

Print & Digital Innovations Summit – created especially for you

This autumn we are hosting the Print & Digital Innovations Summit – a unique event designed specifically for senior print and marketing professionals like you.

12 November – Hilton London Canary Wharf

Importantly, this small, niche event is unlike traditional busy and crowded exhibitions and conferences. Your personal one-day experience will be created based entirely on your own requirements and interests…

  • Receive a bespoke itinerary of 1-2-1 meetings with suppliers who match your business requirements and upcoming projects
  • Choose to attend a range of insightful seminar sessions hosted by industry thought-leaders.
  • Meanwhile, lunch and refreshments are complimentary.

We have just 55 complimentary guest passes, so register today so that we can start creating your own personalised experience at the Summit.

Do you specialise in Digital printing? We want to hear from you!

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in April we’ll be focussing on Digital Printing.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Digital Printing solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact James Howe on j.howe@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Apr – Digital Printing
May – Social Media
Jun – Brand Monitoring
Jul – Web Analytics
Aug – Conversion Rate Optimisation
Sep – Digital Signage
Oct – Brochure Printing
Nov – Creative & Design
Dec – Online Strategy

IAB’s Gold Standard now ABC audited

IAB UK has appointed ABC to conduct a rigorous audit of the current Gold Standard certification process to ensure its transparency ahead of the launch of Gold Standard 2.0 later this year.

The audit, which set out to test the design and thoroughness of our internal process, included a detailed examination of the end-to-end Gold Standard procedure and evaluation of our controls against potential risks. 

The Gold Standard was introduced in 2017 to help the industry combat ad fraud, increase brand safety and improve the digital advertising experience. It currently has 95 companies certified – spanning publishers, platforms, media agencies and ad tech companies – and a further 14 registered to certify. In total, 34 companies have registered and not gone on to be certified. 

The Gold Standard also has six signed up advertiser supporters – ASDA, Coca Cola, JustEat, McDonald’s, Nationwide and Tesco –  all of whom have committed to working only with certified digital advertising suppliers wherever possible. 

Later this year, IAB UK will be launching Gold Standards 2.0, bolstering the certification process and incorporating the Transparency & Consent Framework as a requirement, to address privacy concerns within the digital supply chain.

As part of Gold Standard 2.0, IAB UK plans to employ a third-party auditor to ensure that certified members are upholding the Standard’s principles year round. This appointment is yet to be made.

Tim Elkington, IAB UK’s Chief Digital Officer, said: “By appointing ABC – an independent third-party auditor – to audit the Gold Standard certification process, we are not only providing assurance of its thoroughness, we are also able to ensure that we proactively put in place internal measures to maintain this level of rigour as the Gold Standard grows and evolves.”

PODCAST: The digital marketing landscape in 2020

In the latest podcast from Search Laboratory, founder Ian Harris is joined by Rob Marsden, Head of SEO and Pete Whitmarsh, Head of Paid Media, to discuss the role of artificial intelligence and machine learning over the past year and where they expect this trend to go in the year ahead.

They also delve into the effects of voice search and the rise of Marketplaces on SEO and PPC, and the future of data collection and protection for marketers.

Check out the full podcast here: https://www.searchlaboratory.com/2020/01/what-does-2020-hold-for-digital-marketing/

eTailing Summit returns this summer – registration open!

Registration is now open for this summer’s eTailing Summit – Register for your complimentary guest pass today!

What can I expect?

Taking place on July 7th at the Hilton London Canary Wharf, the eTailing Summit allows senior ecommerce professionals to share forward-thinking ideas, meet new partners and discover new ways to underpin their strategies.

It’s entirely FREE for you to attend and your complimentary guest pass includes:

  • A bespoke itinerary of pre-arranged meetings with product and service providers who match your requirements and upcoming projects
  • Access to a series of seminars by industry thought-leaders
  • Networking with like-minded peers
  • Complimentary lunch and refreshments

How Do I Get Involved?

We have just 60 guest passes available, so register your free place today!

Join 60 other senior marketing professionals this summer

The Digital Marketing Solutions Summit is taking place this summer and we’d love you to join us as our guest!

12 May – Hilton London Canary Wharf

This complimentary guest pass will give you the opportunity to meet with suppliers based on your own unique requirements and upcoming projects, attend a series of seminars and network with like-minded senior marketing professionals. Lunch and refreshments are complimentary.

Unlock your guest pass here and join representatives from:

Advanced Diesel Engineering 

Ambassadors Theatre Group

Audible

Blackbird 

Bondi Sands

Bouygues Energies & Services UK

British Arab Commercial Bank

Care UK

Carnival UK

ClientEarth

Conde Nast 

Corinthia London

Cyber Smart 

DTB Sports & Events 

Dufry

Four Seasons UK Collection

Funkin Cocktails

Great British Chefs 

H Club London

Hyde New Homes

Jordan’s Dorset Ryvita

Judopay

JustGiving 

Legal & General Investment Management 

LifeSearch

LV=

Oxfam

Prospect Magazine

Pwc 

Raremark

Sandaire

Simply Business

Stadium

Steak & Co

Swift Direct Blinds 

Telereal Trillium

Ten Lifestyle Group

University of Sunderland London

University of West London

Weight Watchers 

WSP

Yarmouth Stores Ltd & Kirklands 

Confirm your complimentary guest pass here or contact me today to find out more.

Businesses not making most of digitally native Gen Zs

Around one in four (26%) of Generation Z workers say their company isn’t doing enough to attract the younger generation.

That’s according the Digital Natives Report from Advanced, which also reveals that 20% say a lack of diversity and multi-generation experience will hold their company back from modernising its key processes or systems.

In addition, 31% don’t think their company gives the younger generation a voice when it comes to technology adoption.

The report is based on an independent survey commissioned to explore the attitudes of over 1,000 UK senior business decision makers across multiple generations.

The report says that as a new cohort of people – Generation Z – enters the workforce, organisations are increasingly required to accommodate the demands for modern technology, flexible working and a digital environment. These younger workers have been inherently familiar with the internet and technology from a young age, are tipped to be the innovators in the workplace, and are prepared to challenge the technical status quo.

As much as 42% of Generation Z workers would like to see Business Intelligence (BI) in their daily working lives followed by the Internet of Things (40%), Robotic Process Automation (30%) and Artificial Intelligence (26%). Interestingly, 80% of them would be happy to work alongside robotic technology if it meant less manual processes.

Other key findings from the report include:

  • Nearly twice as many Generation Z workers see chatbots in their daily working lives compared to the over 55s. Artificial Intelligence is the most used technology among Generation Z, at 40% – much higher than the over 55s at 28%
  • 64% of Generation Z think a robot would be better at decision making than their boss if it had access to the right business intelligence. 39% of the over 55s agree
  • 40% of Generation Z say one of the most important attributes for a business leader in the digital era is to ensure their leadership team is diverse enough to bring a mix of skills and experience. 46% of the over 55s agree.

Gordon Wilson, CEO at Advanced, said: “It’s this enormous appetite for new technology, along with their innate digital skills, that will help propel businesses into the digital era. In fact, Generation Z is arguably the silver bullet for helping organisations successfully meet the growing pressure to be digital-by-default.

“Like it or not, digital transformation is essential for business growth so our report’s findings will come as blow to many business leaders who are clearly failing to accommodate five generations of workers that each have varying levels of technology knowledge.

“Leaders must embrace the younger generation as a priority – and that means being open to change and a different way of doing things. What’s more, they mustn’t underestimate what this new generation can achieve or pigeonhole them into uninspiring roles. Rather, they need to create roles based on their skills, knowledge and talents.”

Visit here for the full Digital Natives Report.

IAB Rearc initiative to ‘harmonise privacy, personalisation and community’

The Interactive Advertising Bureau (IAB) has called on the entire marketing-media ecosystem to “rearc” digital marketing to harmonise privacy, personalisation and community.

Speaking to 1,200+ senior digital media and technology industry executives at it’s Annual Leadership Meeting, IAB CEO Randall Rothenberg asked industry leaders from the brand, agency, publisher, platform, and technology industries to join together and change the arc of digital marketing “to at last put consumers in the safe, sane, exciting center of everything we do.”

Project Rearc will bring together IAB, IAB Tech Lab, governmental, and other industry/consumer organizations with the goal of creating standards of behavior, codes of conduct, legal agreements, and enabling technologies to address consumer demands for personalization, and privacy.

Top executives, including Alysia Borsa, Chief Business and Data Officer at Meredith Corporation; Steve Katelman, EVP Strategic Partnerships at Omnicom Media Group, and David Spector, Co-Founder and Co-CEO of ThirdLove, immediately joined the call for collaboration.

“The fact that 81 percent of consumers want brands to get to know them well enough to know when to approach them and when not, yet 73 percent of consumers say their concerns over data privacy are growing is not a contradiction,” said Rothenberg. “Rather, it is perfectly consistent with ‘the eternal quest of human beings to be valued as individuals, within the context of living in families, communities, and cultures.’”

The IAB says billions of dollars are at stake. Econometric research by John Deighton (Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School) unveiled at the conference shows that the elimination of digital marketing personalization would mean a loss of $32-$39 billion in ad revenue on the Open Web by 2025, “with more than 90% of those revenues shifting to walled gardens.”

IAB’s announcement comes in the immediate wake of Google Chrome announcing it will phase out third-party cookies, as well as the first month of the California Consumer Privacy Act (CCPA) being underway.

IAB and IAB Tech Lab have begun convening member-company business and technical teams to draft requirements and consider approaches to support the industry and manage consumer privacy, safety, identity, and other needs in the post-cookie digital marketing supply chain.

“The cookie’s death can lead to a better future for digital media globally. It’s an opportunity to change the practices, controls, and value surrounding personal data to favor consumers. IAB and IAB Tech Lab have already been hard at work, engaging our members to define practical solutions,” said Dennis Buchheim, EVP and General Manager, IAB Tech Lab. “In the coming year, Tech Lab will undertake one of its most comprehensive initiatives to create technical standards, guidelines, and potentially a compliance program to support members – and consumers.”