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Stuart O'Brien

DIGITAL PRINTING MONTH: Beyond the Brochure – Where will digital printing go next?
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Brands are increasingly turning to digital printing solutions for their campaigns. The technique offers unmatched flexibility, personalisation, and speed, allowing brands to create targeted and impactful marketing materials. Here, we explore the key recent and future trends shaping the world of digital printing for marketing managers…

Recent Trends:

  • Variable Data Printing (VDP): VDP allows for mass customization of marketing materials. Marketing managers can personalize elements like names, addresses, or images on brochures, flyers, or packaging, creating a more targeted and engaging experience for each customer.
  • On-Demand Printing: The ability to print smaller batches digitally eliminates the need for large, pre-printed inventories. This minimizes storage space requirements and allows for frequent updates to marketing materials, ensuring campaigns remain fresh and relevant.
  • Integration with Marketing Automation Platforms: Digital printing solutions can integrate seamlessly with marketing automation platforms. This allows for automated personalization of marketing materials based on customer data, further enhancing campaign effectiveness.
  • Focus on Sustainability: Eco-friendly printing processes and materials are gaining traction. Marketing managers are opting for recycled paper stocks, vegetable-based inks, and energy-efficient printing methods to minimize their environmental impact.

Future Trends:

  • Augmented Reality (AR) and Virtual Reality (VR) Integration: Digital printing can be used to create AR or VR experiences that bring marketing materials to life. Imagine scanning a brochure and seeing a product come alive in 3D or having packaging that unlocks interactive content when viewed through a smartphone.
  • Short-Run Packaging with QR Codes: Digital printing allows for cost-effective creation of personalized packaging for limited-edition products or promotional campaigns. QR codes printed on packaging can link to interactive content, further engaging consumers.
  • Print-on-Demand (POD) Marketing Materials: POD services allow brands to offer custom-printed merchandise or marketing materials directly to consumers. This opens up new revenue streams and fosters greater customer engagement.
  • Focus on Data-Driven Printing Decisions: Advanced analytics tools will allow marketers to track the performance of printed materials alongside digital campaigns. This data can inform future printing decisions, optimizing return on investment.
  • Increased Automation in Workflow Management: Workflow automation tools will streamline the digital printing process, allowing marketers to easily upload artwork, approve proofs, and place orders online, saving valuable time and resources.

Benefits for Brands:

Embracing these digital printing trends offers significant advantages:

  • Enhanced Campaign Performance: Personalized printing and interactive experiences can significantly increase customer engagement and campaign effectiveness.
  • Improved Marketing Agility: On-demand printing allows for quick turnaround times and frequent updates to marketing materials, ensuring campaigns stay relevant and on-brand.
  • Reduced Printing Costs: Efficient printing processes and waste minimization can help brands optimize their printing budgets.
  • Sustainable Marketing Practices: Eco-friendly printing options contribute to a more sustainable brand image and resonate with environmentally conscious consumers.
  • Measurable Results: Data-driven printing allows for a clearer understanding of campaign performance, enabling marketers to refine their strategy for better results.

Digital printing is no longer just for brochures and flyers. By embracing these evolving trends, UK marketing teams can unlock the full potential of digital printing to create targeted, engaging, and measurable marketing campaigns that resonate with their audience and drive business growth.

Are you searching for Digital Printing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Markus Spiske on Unsplash

Sports should leverage AR for improved fan engagement
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Augmented Reality (AR) can help sports companies tackle current challenges by creating more engaging and insightful viewing experiences, while the overall AR market is forecast to grow at a compound annual growth rate (CAGR) of 21% from $22 billion in 2022 to $100 billion in 2030.

GlobalData’s latest Thematic Intelligence report, “Augmented Reality in Sport,” reveals how fan experiences offer the most lucrative and accessible opportunities for AR integration.

Jordan Strzelecki, Associate Thematic Intelligence Analyst at GlobalData, said: “AR graphics in broadcasting create a more engaging and insightful analysis of events. AR on mobile devices is a novel marketing introduction that can increase fan engagement. As media competition intensifies for sports rights with the rise of over-the-top (OTT) platforms, broadcasters must invest in more sophisticated technology to attract or keep contracts and engage with fans. For example, Sky Sports launched a new mixed-reality studio in August 2023 for Premier League Monday Night Football and US Tennis Open coverage, enriching viewing experiences with advanced AR graphics.”

Broadcasters are increasingly providing AR-enhanced alternative broadcasts of sports events to tailor coverage to specific audiences. Stadium-based AR mobile experiences are also available, aiming to enhance live viewing.

Strzelecki continued: “New and innovative AR use cases are regularly being announced. In October 2023, AT&T and Gallaudet University debuted the first 5G AR helmet for deaf American football players. The proliferation of 5G will lead to widespread and more advanced AR adoption among major sports entities.”

Strzelecki concluded: “However, smaller sports federations and clubs will miss out on large-scale technological investment and partnerships. Brands will focus financial resources on teams and leagues with large fan bases and footprints, as they allow them to reach the most people. While brands may still partner with less successful organizations, most sponsorship spend will be directed towards larger properties.”

Photo by Sandro Schuh on Unsplash

137% increase in mobile app messages as AI begins to impact conversational brand interactions
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Conversational messaging channels are seeing the fastest growth in terms of brand interactions with customers, with Infobip research recording a 137% increase in mobile app messages in 2023 compared to 2022, including a 73% rise in social media messages, and a 63% increase in chat app messages.

Infobip analysed more than 473 billion digital communications interactions on its platform in 2023 between businesses and consumers to identify the latest global business messaging trends, concluding that conversational experiences are increasing throughout the customer journey, whether for marketing, commerce, or support.

Conversational support 

Whether a person is dealing with a human agent, a chatbot, or a combination of the two, conversational support provides an effective, efficient, and positive experience. WhatsApp remains the primary channel brands use for conversational support, where businesses send 90% of support messages over the chat app. However, brands are beginning to diversify their channel mix, leveraging chat apps in specific regions.

For instance, Infobip has recorded increases of 541%, 146%, and 284% in Messenger, Viber, and Line, respectively. Brands are now using conversational AI to provide personalized customer service and support. For instance, Megi Health Platform uses a virtual assistant on WhatsApp to help improve the patient experience. Meanwhile, insurance firm LAQO uses our Azure OpenAI partnership to provide a fast, 24/7 and personal service.

Conversational marketing

The two-way exchange of information is the basis for conversational marketing, and brands are ramping up their efforts to meet customers on the channels they use with their family and friends. Overall, the data shows a 29% increase in mobile app messaging for marketing in 2023 compared to 2022.

WhatsApp remains the top digital channel for conversational marketing in absolute numbers, driven by new features that enable customers to start and complete a purchase in a single WhatsApp chat window.

Infobip is also seeing significant increases in other messaging apps such as Telegram, Line, Viber, and Messenger. More specifically, WhatsApp messages increased by 421% in Asia Pacific in 2023, while mobile app messaging increased by 146% in the Middle East and North Africa and by 18 times in North America. Meanwhile, RCS Business Messaging is an emerging channel for conversational marketing.

Regional difference

With brands adopting conversational experiences globally, there are some regional differences:

  • Africa: conversational channels gain traction with social media messages increasing nearly 2.5 times
  • Asia Pacific: strong growth in mobile app messaging, with WhatsApp increasing by four times
  • Europe: rapid growth for RCS, as interactions increase by 11 times
  • Latin America: strong growth in mobile app messaging, with Viber increasing by more than 2.5 times
  • Middle East North Africa: rapid adoption of conversational channels, as voice and video interactions double
  • North America: exponential growth in rich messaging, with RCS interactions increasing by 50 times

The changing role of SMS

Infobip’s data from 2023 shows that SMS remains an important channel for business communication, but usage is changing where SMS is now being used alongside chat apps. Across all industries, brands most commonly use SMS with WhatsApp, with 25% of businesses choosing this combination. Moreover, where businesses and brands use two channels, SMS is one of the two options in 63% of cases.

Ivan Ostojić, Chief Business Officer at Infobip, said: “Our data shows how conversational experiences are rapidly spreading across the globe as businesses roll out marketing, sales, and support use cases. Where 2022 revealed a spike in omnichannel adoption when brands recognized the importance of connecting with their customers on their preferred channel, 2023 shows how brands are perfecting the end-to-end customer journey. Customers can now seamlessly progress through a journey within a single conversational thread on a chat app or RCS. With the emergence of interactive AI, we expect brands to incorporate a federation of different chatbots and AI algorithms working together to trigger actions at the ideal points during the customer journey. In the next year, we foresee the widespread adoption in customer service, marketing and sale automation, and for operational use cases like scheduling deliveries and managing payments.”

Marcomms fund to support circular economy
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A new fund has been launched by the Chartered Institution of Wastes Management (CIWM) to give circular economy innovators the opportunity to fast-track their ambitions and grow their business through fully funded brand communications, marketing and design support. 

The Circular Economy Innovators Fund is the first of its kind and will see up to six businesses awarded tailored support to the value of £10,000 each to build on their marcomms strategy.

Aimed at small and micro businesses based in the UK and Republic of Ireland, CIWM is looking for emerging circular economy innovators that have established their businesses and are looking to expand and broaden their offering.

The fund’s unique approach will give small teams with big ideas access to crucial guidance and skillsets that can help their businesses grow. The winners will receive support from an award-winning communications agency, Barley Communications, whose experienced brand designers, media relations specialists and social media experts will work alongside them to understand their needs and develop a tailored brand communications plan and corresponding content for them.

CIWM’s President Dan Cooke said: “CIWM’s purpose is to move the world beyond waste and accelerating the transition to a more circular economy is vital to achieving this. The Circular Economy Innovators Fund is the first challenger fund to offer circular economy businesses access to specialist marketing and communications support and expert advice to fast-track their business growth.

There are many small and micro companies in the sector that have incredible forward-thinking products and services which clearly contribute to greater resource efficiency and a more circular economy. But they might welcome help with accessing the skills required to better tell their stories and accelerate their business to the next level. Through partnering with a communications agency that has strategic experts in a wide range of areas, winners can choose which channels of communication they feel they will most benefit from.”

The Circular Economy Innovators Fund is open to small and micro businesses that have a focus on contributing to a circular economy. This can include businesses promoting initiatives that involve sharing, leasing, reusing, repairing, refurbishing and recycling existing materials and products for as long as possible.

Applications are open until Monday 22nd April. Successful applicants will be selected by early summer and winning projects will be featured across CIWM’s award-winning content channels later in the year.

For more details on the fund and how to apply, visit: www.surveymonkey.com/r/cefund.

Apple preparing ‘pivotal shift’ in approach towards AI
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Apple is strategically advancing its position in the artificial intelligence (AI) domain, signifying a pivotal shift in the company’s approach to integrate AI into its core operations and product ecosystem.

The recent innovations and acquisitions underscore the Cupertino-based tech giant’s focus on bringing AI to its offerings while prioritising user privacy and ethical AI, say GlobalData analysts.

Saurabh Daga, Associate Project Manager of Disruptive Tech at GlobalData, stated: “While Apple till now has appeared slow to join the AI bandwagon in comparison to the likes of Microsoft, Google, and Amazon. The recent acquisition of DarwinAI may as well be the first in a series of initiatives to recalibrate the company’s strategy toward AI. Moreover, with its existing credentials related to in-house development, it is likely looking to build a strong intellectual property (IP) base for future developments. With one of its closest rivals in consumer tech Samsung already launching AI-integrated devices in early 2024, Apple will be looking to offer OnDevice AI features in the coming iterations of its computing devices as soon as possible.”

Darwin AI’s expertise in machine vision and machine learning (ML) aligns with Apple’s aim to enhance AI capabilities. This acquisition reflects Apple’s intent to enhance its AI capabilities with solutions that are not only powerful but also optimized for efficiency, all while maintaining a steadfast commitment to privacy.

The Innovation Explorer database of GlobalData’s Disruptor Intelligence Center highlights Apple’s contributions to the advancement of AI technologies in recent times including developing techniques to run large language models (LLMs) on iPhones, unveiling an open-source multimodal LLM, and offering a generative model for 3D scene generation, signifying a robust leap forward.

GlobalData’s Patent Analytics database reveals Apple’s recent patent filings in AI, which incorporate a range of innovations, from delivering audio information via digital assistants to leveraging machine learning for physiological predictions and image forecasting. This concerted effort pinpoints Apple’s commitment to advance AI technologies that prioritize enhancing user experiences.

Daga concluded: “Apple’s stance on AI integration remains shrouded in secrecy, yet its commitment to incorporating more AI into its products is evident. Despite the lack of a fixed timeline, the prospect of integrating AI, especially generative AI raises pertinent concerns regarding data security and privacy, a challenge Apple would like to address proactively, given the inherent sensitivity of its products and user base.”

Image by <a href=”https://pixabay.com/users/markusspiske-670330/?utm_source=link-attribution&utm_medium=referral&utm_campaign=image&utm_content=581131″>Markus Spiske</a> from <a href=”https://pixabay.com//?utm_source=link-attribution&utm_medium=referral&utm_campaign=image&utm_content=581131″>Pixabay</a>

EMAIL MARKETING MONTH: From CRM to scaleability – How to found the right solution for your needs
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For most Marketing Managers, email remains a powerful tool for customer engagement and brand promotion. However, navigating the vast landscape of email marketing solutions providers can be a daunting task. Here are some top tips to help you find the perfect partner to elevate your email marketing efforts, based on inout from attendees at the Digital Marketing Solutions Summit…

1. Define Your Needs & Goals:

Before seeking external solutions, take a step back and define your email marketing goals. Consider:

  • Target Audience: Understanding your audience demographics and their preferred communication channels is crucial.
  • Campaign Types: Will you focus on regular newsletters, promotional emails, or a targeted email automation strategy?
  • Data Management and Integration: Does your chosen solution integrate seamlessly with your existing CRM or marketing automation platform?

2. Deliverability and Compliance:

Landing in the spam folder defeats the purpose of email marketing. Look for providers with a strong track record of high email deliverability rates. Additionally, ensure the solution complies with UK data protection regulations like GDPR (General Data Protection Regulation) when managing customer email lists.

3. Functionality and Features:

Modern email marketing platforms offer a plethora of features. Consider your needs when evaluating potential solutions:

  • Email Design Tools: User-friendly drag-and-drop editors allow you to create visually appealing and responsive emails without relying on coding expertise.
  • Segmentation and Targeting Tools: Segment your audience based on demographics, interests, or purchase history to deliver personalized email campaigns.
  • Automation Capabilities: Automate email workflows, such as welcome messages for new subscribers or abandoned cart reminders for a more efficient marketing strategy.

4. Reporting and Analytics:

Data is key to measuring the success of your email marketing efforts. Choose a provider offering comprehensive reporting and analytics tools to track key metrics like open rates, click-through rates, and conversion rates.

5. Scalability and Flexibility:

As your marketing efforts evolve, your email marketing needs will likely grow. Look for solutions that can scale with your organization, accommodating increasing subscriber lists, campaign volume, or additional features as needed.

6. Ease of Use and Support:

A user-friendly platform is essential. Evaluate how intuitive the interface is for both you and your marketing team. Does the provider offer readily available support resources like training webinars, online tutorials, or a dedicated customer support team?

7. Cost Considerations:

Email marketing platforms typically offer tiered pricing plans based on features and subscriber list size. Consider your budget and prioritise features most relevant to your needs. Some providers offer free trials or entry-level plans with limited features, allowing you to test the platform before committing.

8. Security and Data Protection:

Data security is paramount. Look for providers with robust security measures in place to protect your customer data. These include encryption protocols, secure data storage, and two-factor authentication for user accounts.

Bonus Tip:

Seek out independent reviews and case studies from UK businesses using different email marketing solutions. Their experiences can provide valuable insights into the platform’s efficiency, user experience, and customer support quality.

By following these top tips, Marketing Managers can source the best email marketing solutions providers. The right partner will equip you with the tools and expertise to craft compelling email campaigns, ultimately generating better customer engagement and driving results for your business.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by 84 Video on Unsplash

If you specialise in Digital Printing we want to hear from you!
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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 solutions. 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 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 Kerry Naumburger on k.naumburger@forumevents.co.uk. April 2024 – Digital Printing May 2024 – Social Media un 2024 – Brand Monitoring July 2024 – Web Analytics Aug 2024 – Conversion Rate Optimisation Sept 2024 – Digital Signage Oct 2024 – Brochure Printing Nov 2024 – Creative & Design Dec 2024 – Online Strategy Jan 2025 – Content Management Feb 2025 – Lead Generation & Tracking Mar 2024 – Email Marketing

87% of marketers worry about technology replacing jobs in ‘red flag’ for CMOs
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With evolving organisational dynamics and rapid technology changes, 87% of marketers are concerned about technology, including GenAI, replacing jobs in their industry.

A Gartner survey of 627 marketers between August and September of 2023 found that 89% of marketers are concerned about layoffs at their company. While the majority of marketers are optimistic about their career progression and skill preparedness, 55% report experiencing mismatched job expectations in their current roles.

This is compounded by environmental uncertainty and undue burden from marketing technology: 61% of marketers reveal they have encountered a technology and/or process change in the past 12 months. In addition, marketers also cite instability in leadership as a factor, with 20% having experienced a recent change in senior marketing leadership.

“These findings should be a red flag for CMOs, as high environmental uncertainty, mismatched role expectations and martech burden can lead to burnout as well as increased attrition,” said Iliyana Hadjistoyanova, Director, Advisory in the Gartner Marketing Practice. “CMOs must refocus their talent strategy and prioritize development with a strong focus on upskilling and change management to ensure their function is prepared in the face of ongoing disruption.”

Additional Gartner survey findings that will better equip CMOs to respond to the fast-evolving landscape include:

A Gartner survey of 405 martech leaders between May and June of 2023 found 63% report that marketing lacks the technical skills to successfully integrate and operate some of the technologies in their stack.

“These leaders are seeing integration and skill gaps as driving these issues,” said Hadjistoyanova. “It is crucial that CMOs closely align with their martech leaders to establish talent development plans that not only assess but address these skill gaps. Martech investments have a direct impact on the employee experience, and CMOs must weigh these costs and benefits.”

Despite the acceleration of GenAI, which 47% of marketers are already using, the majority expressed concern about technology replacing jobs in their industry. In fact, a Gartner survey of 822 business executives between September and November of 2023 revealed that 26% of marketing leaders plan headcount reductions as a result of GenAI in 2024.

“When employee fears go unchecked, an environment of increased uncertainty will insufficiently prepare marketers for a successful future,” said Hadjistoyanova. “By developing robust talent plansthat incorporate the use of GenAI and work to increase skill preparedness, CMOs can mitigate its impacts on employees’ wellbeing, leading to overall engagement and retention. These actionable steps must address role transition and fit-for-purpose employee learning, as well as cover technology and process changes related to GenAI adoption.”

Marketers who engage in higher GenAI use are 30% less likely to report high burnout, and 40% less likely to intend to leave their jobs in the next year.

“Marketing’s use of technology is constantly adapting, and the accelerated adoption of GenAI will encourage greater performance and engagement, enhance creativity, as well as free up time and allow marketers to engage in more thought-intensive work,” said Hadjistoyanova. “While CMOs cannot fully insulate their employees from change, they must take early action in change management in a clear and transparent manner to ensure employee buy-in and mitigate any negative impacts of change.”

Photo by Jonathan Kemper on Unsplash

EMAIL MARKETING MONTH: Thinking beyond the inbox as part of customer experience
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Despite the rise of social media, good old fashioned email remains a powerful tool for UK businesses. However, the days of generic blasts to mass audiences are fading. Today’s digital marketing managers are embracing a more sophisticated approach to email marketing, leveraging new technologies and data-driven strategies to reach inboxes and nurture customer relationships…

From Batch and Blast to Personalisation at Scale:

Traditionally, email marketing involved sending the same message to a large subscriber list. Now, personalisation is key:

  • Segmentation and Targeting: Segmenting email lists based on demographics, purchase history, and online behaviour allows for targeted messaging that resonates with specific customer segments.
  • Dynamic Content: Dynamic content ensures each email feels personalised, displaying relevant product recommendations, offers, or loyalty program updates based on individual customer profiles.
  • Automation Workflows: Automated email workflows nurture leads, trigger re-engagement campaigns, and celebrate customer milestones, fostering stronger relationships.

A Symphony of Tools and Services:

Email marketing is no longer a standalone activity. Digital marketing managers are utilizing a range of related services to enhance their campaigns:

  • Customer Relationship Management (CRM) Systems: Integrating email marketing software with CRMs provides a holistic view of customer interactions, allowing for personalised email content.
  • Marketing Automation Platforms: These platforms automate email workflows, segment lists, and track campaign performance, streamlining campaign management.
  • Data Analytics Tools: Analysing email performance metrics like open rates, click-through rates, and unsubscribe rates helps refine strategies and optimize future campaigns.

The Future of Email Marketing: Beyond the Inbox:

The future of email marketing in the UK is likely to see:

  • Focus on Customer Experience: Emails will become more interactive and content-driven, focusing on providing value and fostering engagement beyond the initial click-through.
  • Omnichannel Marketing: Email marketing will be seamlessly integrated with other marketing channels like social media and SMS, creating a unified customer experience across touchpoints.
  • The Rise of AI: Artificial intelligence (AI) will further personalise email content, predict customer behaviour, and optimise send times for maximum engagement.

Building Trust and Value is Key:

Success in email marketing hinges on:

  • Building a Permission-Based List: Acquiring email addresses organically through valuable content and opt-in forms fosters trust and higher engagement rates.
  • Prioritizing Data Security: Ensuring compliance with data protection regulations like GDPR is paramount for maintaining customer trust and avoiding hefty fines.
  • Delivering Value: Focus on sending emails that genuinely benefit recipients, whether it’s providing helpful content, exclusive offers, or valuable industry insights.

Email marketing isn’t dead, it’s evolving. By embracing new technologies, data-driven approaches, and a customer-centric mindset, digital marketing managers can ensure email remains a powerful tool for driving engagement, nurturing leads, and fostering long-lasting customer relationships.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Stephen Phillips – Hostreviews.co.uk on Unsplash

Learn from Meta and DMA UK at the Digital Marketing Solutions Summit
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Join us in May at the Digital Marketing Solutions Summit, where top speakers from Meta and DMA UK, will be sharing their experience and knowledge.

Join us on the 8th May in London, for a highly beneficial day of seminars, learning and networking. Confirmed seminars include

“Unlocking the AI Opportunity”

An overview of the investments Meta is making in AI, the company’s commitment to responsible innovation, and their thoughts on the economic opportunity.

Presented by: Pete Buckley, Connections Planning Director – Meta

“Accountability, Responsibility and Innovation: The DMA’s view on the role of AI in the data-driven marketing industry”

Come and hear the DMA’s perspective on how consumer’s perceive A.I’s use in marketing and how the sector should evolve responsibly.

Presented by: Rachel Aldighieri, Managing Director – DMA UK

Further sessions to be announced!

Can you make the date? – Your place is entirely free of charge and also includes meetings with suppliers, lunch and refreshments.

Click Here To Register!