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Time is running out: Secure your place at the Print & Digital Innovations Summit

This year’s Print & Digital Innovations Summit takes place on November 14th – and we only have a handful of free delegate places left.

RSVP today to avoid disappointment.

This unique event takes place at the Hilton London Canary Wharf.

The Summit will give you access to innovative and budget-saving suppliers for a series of pre-arranged, face-to-face meetings based on your requirements. You can also attend a series of seminars, and network with like-minded peers.

Lunch and refreshments are included with your free VIP ticket, as well as an invitation to the ‘after show’ drinks reception.

Please confirm your attendance here.

Places are limited, so register today to avoid disappointment.

6 ways direct mail delivers, post-GDPR

By Nigel Copp, CEO at KPM Group

With GDPR in full effect, marketers are reconsidering the most effective channels to reach prospects and customers. Direct mail marketing is subject to fewer restrictions than email, and therefore offers a way to contact customers who are otherwise unreachable.

Combining direct mail with digital activity leverages the strengths of both; for a truly successful multichannel approach. Here are 6 benefits of using mail as part of your strategy post-GDPR.

  1. DIRECT MAIL DOESN’T REQUIRE OPT IN CONSENT

You don’t always need consent for postal marketing. Quoting from the ICO website, “You won’t need consent for postal marketing but you will need consent for some calls and for texts and emails under PECR.”

  1. YOU CAN USE LEGITIMATE INTEREST FOR MAIL

Legitimate interest can be used for direct mail if you show that; how you use people’s data is proportionate, has a minimal privacy impact, and people would not be surprised or likely to object.

  1. USE MAIL AS A WAY TO GAIN CONSENT

The DMA recommend postal marketing as an effective and compliant way to gain online consent. If you can no longer contact customer segments by email use mail to encourage re-permission. Advertising mail discounts can also apply.

  1. MAIL IS MORE EFFECTIVE THAN EMAIL

Mail stands out. Mail gains higher rates of engagement and conversion than emails, with 87% of direct mail recipients influenced to buy something online. It builds trust and demonstrates that the recipient is a valued customer.

  1. UNADDRESSED MAIL DELIVERS

Create targeted mailings without using personal data. Door drops are delivered with addressed mail, enabling you to re-engage audiences that you can’t otherwise reach. Increasing in innovation and popularity, door drops stay in the home for an average of 38 days!

  1. MAIL ENCOURAGES BRAND RECOGNITION

A MarketReach study proved that mail primes other channels. This means that emails and social media promotions may be better received – and remembered – if the recipient has received mail beforehand.

And there’s more

Read KPM Group’s blog 10 Ways Direct Mail Delivers Post GDPR for even more benefits of using mail.

INDUSTRY SPOTLIGHT: Datawrkz – Digital Advertising & Advanced Analytics

Datawrkz is a 6-year-old digital advertising and advanced analytics firm with offices in the US, Singapore, and India.

Through our work with mainstream agencies and advertisers over the past 6 years, Datawrkz has been helping large- and medium-sized brands with their web/app analytics, 1st party data management & segmentation, and digital media buying needs across programmatic, search, and social channels.

A combination of rich digital media buying experience with a proprietary Demand Side Platform, and an in-house built Customer Data Platform (CDP) help Datawrkz bring a unique blend of capabilities to the eCommerce ecosystem.

We have:

  1. An Experienced Digital Media Buying Team – For cross-channel media buying needs
  2. Customer Data Platform – To provide advanced web/app analytics and an integrated overview of customer information and behaviour across channels

A Proprietary Demand Side Platform – To help you target custom 1st party audience segments

www.datawrkz.com

sales@datawrk.com

+91 80 2572 4944

IPA Bellwether: UK marketing budgets flat-line

Hopes of a sustained revival were extinguished in the second quarter of 2019 as firms reported no change to available marketing budget expenditure amid growing political and economic uncertainty.

Following a return to growth in the opening quarter of the year, buoyed by firms taking a more pro-active approach to offset risks to their businesses, latest Bellwether data signalled a stalling of growth, with the net balance falling from +8.7% to +0.0%.

The 20% of panel members reporting greater marketing spend was completely offset by those cutting expenditure, while the remaining 60% kept budgets unchanged since Q1.

Growing economic uncertainty, continued ambiguity over Brexit and additional risk through a change of political leadership in the UK were mentioned by firms as factors expected to challenge the business environment over the coming year.

This created hesitancy among clients and delayed decision making. Panel members also raised concerns that difficult conditions domestically were damaging consumer confidence and impacting consumption.

Businesses were also wary of headwinds from external sources, particularly spillover effects into UK markets from global trade disputes and weaker growth at key export destinations such as Europe and Asia.

Nevertheless, marketing executives were given extra discretion over internet-based advertising in the second quarter, as signalled by a net balance of +11.5% of firms reporting budget growth (+17.2% in Q1). Within internet, search/SEO budgets also grew solidly (net balance of +9.9% from +14.2%).

Main media advertising budgets were also given a boost in the second quarter, as some firms used big ticket marketing campaigns to build brand recognition and expand customer bases. There were also suggestions that marketing was being deployed as a defensive strategy due to increased competitive pressures. Overall, a net balance of +5.6% of companies reported greater main media marketing budgets (+5.2% in Q1).

The only other Bellwether category to register growth in the second quarter was events. The net balance increased to +4.8%, from +3.4% previously, its highest since the first quarter of 2018 and corroborating with forecasts made earlier in the year that events budgets would grow over the 2019/20 financial year.

Meanwhile, available market research spend was reduced for a sixteenth successive quarter (net balance of -2.9% from -4.2%), while PR budgets were also cut (net balance of -5.2% from +0.0%). A second successive downward revision to sales promotion budgets was also recorded (-7.1% from -3.7%). Aside from the ‘other’ advertising category (net balance of -12.8% from -5.4%), it was direct marketing which was the worst performer, with the net balance falling to -9.0% (-3.5% previously), the lowest level in over ten years.

Panel members remained negative regarding financial prospects in the second quarter, casting more downbeat assessments towards both industry-wide and company-own finances than seen during the opening quarter of 2019.

With precisely 34% of marketing executives reporting a pessimistic outlook towards finances in their industry, compared to approximately 8% that were optimistic, the resulting net balance (-25.6%) signalled the second-most negative assessment since the fourth quarter of 2011 (surpassed only by the Q4 2018 reading of -28.6%). Furthermore, this was down from a net balance of -22.6% seen in Q1.

Latest data also pointed to deeper negativity towards own-company financial prospects. The net balance fell to -9.8%, from -2.7% in the first quarter, signalling the highest degree of pessimism since Q4 2011.

Bellwether remains cautious towards 2019, expecting only a modest 1.1% annual increase in adspend over the year as a whole. Various factors underpin its reservation, namely ongoing Brexit uncertainty, but also recent developments in the UK economy, which this year so far have largely been negative. It cites there is a real possibility that the UK economy will contract in the second quarter, and the Bellwether panel comments, as well as latest Bellwether data, highlight that businesses are looking to contain costs and shield against challenging demand conditions.

Nevertheless, Bellwether believes businesses will be eager to accelerate marketing efforts once uncertainty has cleared, and subsequently see 2020 onwards being more positive on the adspend front. It expects growth of 1.8% in 2020, followed by stronger rates of increase in 2021 (2.0%), 2022 (2.2%) and 2023 (3.1%).

Image by rawpixel from Pixabay

GUEST BLOG: The Evolution of Business Intelligence Trends

By Naveen Miglani, CEO and Co-Founder at SplashBI

In recent years, the world of Business Intelligence (BI) has been turned upside down. Data became big, organisations adopted cloud computing, and spreadsheets took a backseat to actionable data visualisations and interactive dashboards. Self-service analytics grabbed the reins and democratised the world of data reporting products. Suddenly, advanced analytics wasn’t just for the analysts.

In 1958, a computer scientist, Hans Peter Luhn, published an article titled “A Business Intelligence System” in the IBM Journal of Research and Development that would later become the foundation for how BI is understood today. Luhn’s article suggested using technology to simplify the process of gathering data rather than sifting through mountains of information by hand. Today, we understand BI as such; using technology to compile and analyse data, translate it into useful information, and then making strategic decisions based on the results.

The recurring trend in next-generation BI tools is that of simplicity. Complex data analysis has become a breeze with the introduction of self-service analytics platforms. Advances in BI technology alleviate the stress and labour hours of gathering, sorting, and using data to make informed business decisions. But how have these changes affected businesses in the last few years – and what’s to come.

Self-service analytics

Self-service analytics has consistently topped the list of BI trend predictions each year, showing the increasing accessibility of BI tools and the positive impact of putting data back in the hands of individual teams, departments and leaders within organisations. The rising adoption of self-service analytics enables users to gain deeper insights to drive data-focused initiatives across the entire organisation—without having to rely on IT.

The rise of self-service analytics has also brought more attention to the growing necessity for modern organisations to adopt a data-driven culture. Businesses all over the world are using elegant visualisations and dashboards to tell their data story, and they’re doing it without using up a massive amount of IT resources. As advances are made in BI technology, the process of implementing a BI tool has become much less of a daunting task. Implementation and adoption time have been almost cut in half, data integration tools stepped into the ring, and talk of data governance/security solutions became common watercooler conversation.

Integrating technology

2017 was a major year for the BI industry. Significant advances were made in the way new technology integrated with existing BI processes, along with the development of tools that allowed data from separate applications or data stores to unite and display the big picture. The cloud was widely adopted due to advanced security and accessibility. Machine learning increased revenue for businesses by tracking buyer behaviour and analysing databases faster than ever before. AI became more prominent, and trials began to determine if AI could eventually replace human data scientists altogether.

By 2018, data analytics became a routine part of daily duties for most organisations. The value of using a BI tool had become a given, but the question then moved to choosing the right tool to fit an organisation’s unique and specific needs. Leaders began to take a look at common pain points in the business and started to learn more about how they could get the most value from a BI tool by asking questions such as, what do we want to achieve from analysing our data? How can BI help us reach our business goals? How can we use data to improve employee retention? Or measure turnover? Can we see which product drove the highest volume of sales in Q1? Could these insights really help us locate and obtain net new clients?

BI has never been a one-size-fits-all answer. That’s the reason it initially gained popularity, as different departments have different data. Sales won’t need the same Monthly Advertising Report that Marketing will use to create next month’s budget. BI was the hottest new tool that could help any person, in any position, in any company use their data to make fact-based decisions. These custom data reports guided businesses in the direction of the most important metrics; whether it’s HR, Marketing, Sales or Finance.

BI now and in the future

BI and data analytics technology is constantly evolving and the market shows no signs of slowing down. Business Intelligence makes data of any kind easy to digest with stunning visualisations, detailed historical analysis, and customisable reports. In fact, by the end of 2019, the Global BI and Analytics Market is expected to grow to $20 billion.

In 2020, experts say we will continue to see increased adoption of BI tools among businesses of all sizes that hope to speed up their organisation’s journey to success. Retail, construction, healthcare, banking and transportation are expected to make up the majority of new adopters. Additionally, the way data is created and handled will experience significant change in the coming years.

But what does the far future look like for BI? What was once just a tool for pinpointing patterns in an organisation’s data, has evolved into a robust, real-time solution focused on using  hard and fast data to not only see a snapshot in time, but to view the entire picture. BI enables companies to make the best possible decisions using their own data, and the organisations that capitalise on this technology that will reach their business goals.

Image by Pexels from Pixabay

Brits falling victim to fraud via social media

Social media could be responsible for an increasing number of young Brits falling victim to fraud, new research has revealed.

Data shows that 47 per cent of payment scams in the last year were among under 30s, with over half (52 per cent) believing they have been approached by scammers on social media.

A massive 85 per cent have shared details on Instagram that could leave them open to ID theft, and a shocking six per cent say they would allow someone remote access to their bank account.

A further four in ten also say they would provide personal and security detail to somebody phoning up claiming to be from their bank.

In a bid to educate young Brits about scams and fraud Santander has teamed up with Kurupt FM from BAFTA-winning BBC TV show People Just Do Nothing to launch its latest fraud awareness campaign, ‘MC Grindah’s Deadliest Dupes’.

The three episode mini-series follows MC Grindah as he goes undercover to investigate the murky underbelly of scams and fraud and has been created to grab the attention of younger audiences online.

They will feature identity theft, online scams and money laundering as the focal topics, and are set to run across Instagram, Snapchat and YouTube to capture the key audience.

Susan Allen, Head of Retail & Business Banking, Santander UK, said: “We’re committed to fighting financial crime and work hard to raise awareness of fraud and scams with all age groups.

“We recognised that to engage younger audiences with these important messages, we needed to do something different and memorable.

“We hope that everyone, no matter what age, will enjoy Deadliest Dupes and learn how to stay safe so they Don’t Get Kurupted.”

Deadliest Dupes follows previous fraud awareness campaigns run by Santander including its Phish & Chips van which toured the UK handing out free fish and chips and a side portion of advice on avoiding scams.

A Scam Avoidance School introduced in branches in 2018 has been attended by over 100,000 people to date.

A new online hub has been set up to support the campaign.

Those at risk can find out more about the tricks used by online fraudsters and test their own ‘scam smarts’ with a specially designed quiz.

Your free VIP ticket for the Print & Digital Innovations Summit

There’s a free VIP place reserved for you at this autumn’s Print & Digital Innovations Summit on November 14th.

RSVP today to avoid disappointment.

This unique event takes place at the Hilton London Canary Wharf.

The Summit will give you access to innovative and budget-saving suppliers for a series of pre-arranged, face-to-face meetings based on your requirements. You can also attend a series of seminars, and network with like-minded peers.

Lunch and refreshments are included with your free VIP ticket, as well as an invitation to the ‘after show’ drinks reception.

Please confirm your attendance here.

Places are limited, so register today to avoid disappointment.

Do you specialise in Conversion Rate Optimisation? 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 August we’ll be focussing on Conversion Rate Optimisation.

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 Conversion Rate Optimisation 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:

Aug – Conversion Rate Optimisation

Sept – Digital Signage

Oct – Brochure Printing

Nov – Creative & Design

Dec – Online Strategy

For more information on any of the above topics, contact James Howe on j.howe@forumevents.co.uk.

Image by StockSnap from Pixabay

Public demands social networks combat ‘fake news’

85% of people agree that social media companies have a responsibility to remove fake news, according to new research by the Chartered Institute of Marketing (CIM).

The vast majority (79%) of people also believe that social media companies should be monitoring for fake news on their platforms. Only four in ten (39%) believe government shares this responsibility, running counter to points raised by former Deputy Prime Minister, Nick Clegg now of Facebook, earlier this week.

The results of a nationwide survey of over 2,000 adults is being published ahead of the close of the Government’s consultation on online harms on 1 July and will feature in CIM’s submission to the consultation.

The results point to the fact that the Government’s White Paper doesn’t address the presence of fake news on social media unless it is causing a specific harm. Our research uncovered a widespread expectation that social media companies are responsible for removing fake news from their platforms.

Chris Daly, Chief Executive of the Chartered Institute of Marketing, said: “At CIM, we are concerned about the damage fake content has upon public trust. As marketers we spend £3.9bn on internet display advertising with the aim of bringing value to our customers.* Our professional members and the marketing industry as a whole needs confidence they are spending their marketing budgets wisely.

The public are unequivocal in their belief that it is the responsibility of social media companies to find and remove fake news from their platforms. Yet the Government’s proposals for regulating social media platforms will not require them to monitor and remove it. In other words, even after the introduction of regulation, fake news may continue unchecked.”

Half of adults (51%) with a social media account say that they have seen something they would consider to be fake news in the past three months, with a third of people (31%) saying they had seen fake news in the past week.

This prevalence of fake news on social media is the likely cause of declining confidence in the accuracy of social media content. In a similar survey in 2014, the Chartered Institute of Marketing found that 62% indicated that they trusted content on social media (giving a score of 6 out of ten or more). By 2019, this had fallen to 34%, with only 1% saying that they are very confident (a score of nine or ten out of ten) that information on social media is accurate or genuine.

The Government’s proposals also provide an exemption for private messaging. However, when asked as part of the survey most of the public believe that there should be some level of monitoring of private messages on platforms like WhatsApp.

  • Monitoring of messages made by people with a history of problematic behaviour online is backed by 41%
  • While 31% believe private messages should be monitored for “buzz words”
  • Only one in four (26%) said that they did not believe private messages should be monitored

Image by Pixelkult from Pixabay

GUEST BLOG: Science and sales – A match made in heaven 

It’s no secret that Artificial Intelligence (AI) is having an immediate effect on how businesses operate today. However, one area of business where AI is having the biggest impact is sales, with UK sales leaders anticipating AI adoption in their industry to grow over 150% by 2020. 

Executed correctly, AI now has the potential to revolutionise sales and marketing processes, enabling companies to increase the speed, accuracy and output of lead and revenue generation. AI can not only assist in identifying and targeting ideal customers, but it can be leveraged to align sales and marketing activity and deliver integrated campaigns, ensuring the right person can be contacted at the right time, in the right way, with the right message.

James Isilay, Founder and CEO, Cognism, outlines how lead generation has transformed to become far more scientific than ever before, and how companies that use relevant, intelligent, accurate and timely data will reap the rewards.

The sales funnel is broken 

The introduction of GDPR undoubtedly disrupted the way marketing teams carry out inbound digital marketing and sales strategies. However, it has been a long overdue wake up call for the industry: organisations have realised the poor quality of their data which until now, has resulted in inefficient and ineffective marketing outreach.

GDPR has forced companies to take a look at the data they are using and how they are using it. A key aspect of the regulation is ensuring that data is fully up to date; a welcome side effect of this is that it means every outreach is more relevant and effective. And it’s not just about ensuring the contact details are up to date: it is about leveraging detailed, up to date insight to rapidly identify new revenue streams.

Strategy and data 

Customer and prospect data can be an incredibly valuable resource, but it can also be a liability. Poor quality contact and lead data is certainly one of the most frustrating aspects of any B2B outbound sales campaign. From job changes to company acquisitions, data is always in motion. In fact,  approximately a third of CRM data degrades every year with most sales teams using data that is 60% out of date. Improvements to the sales process must be supported by a completely different approach to data sourcing: static CRM is no longer good enough, so B2B sales organisations need access to fresh, accurate and GDPR compliant data.

New business relies on new opportunities. From identifying an existing customer that moves to another company or champions promoted within an existing customer, there is always an opportunity to upsell or find a new prospect. In order to regain data confidence, fix the broken sales funnel and ultimately achieve revenue growth, a more scientific and strategic approach to data sourcing is required.

Data with a fourth dimension

Relevant data is essential if businesses want to ensure they are reaching the right contacts. In addition to the two dimensions of company and people, adding the third dimension of events and fourth dimension of real-time data completely transforms the way in which a business can identify and reach its total addressable market. But how can companies bring the science into their sales strategy and ensure their data is fresh and up to date? The answer is AI.

Bringing science to sales 

From LinkedIn Profile to company websites to corporate announcements, these data points are crucial sources of information for the sales team when it comes down to adding a fourth dimension of time into data. Artificial Intelligence powered data tools can provide a deep data resource, allowing sales teams to access the information they need to ensure strategic and effective outreach. Data profiles include skill sets, education, time in certain roles, even specific technologies that are in use which is everything needed for a successful sales call to identify hot leads.

This sales intelligence extends across the globe and into every industry allowing B2B lead generation to be based on specific triggers allowing the sales team to hone their pitch and improve responses. The fourth dimension of time remains key in this strategy as it enables the sales team to exploit specific events such as funding rounds or geographic expansion and target the right prospect at the right time.

What makes this strategy truly smart and strategic is the feedback that is provided by Revenue AI. With each new outreach campaign, responses are fed back into the system, providing further insight and a better understanding of personas and their reaction to specific messaging – it is Revenue AI’s constant feedback loop that ensures the sales and marketing activity retains momentum and continues to deliver value.

Conclusion

With current outreach activity wasting time by using out of date contacts and failing to maximise revenue growth, the case for sales to be underpinned by a scientific strategy is clear. Few companies have achieved a truly scalable, integrated and harmonised B2B sales operation that maximises opportunities, but those who have are certainly reaping the benefits and seeing significant growth.

Like science, B2B sales success is all about the metrics – it’s about understanding and refining the process and ensuring that the right team structure is in place. With the right sales model that is underpinned by AI, a company can quickly and effectively explore and exploit a source of accurate, fresh, real-time data to achieve fast, targeted and timely B2B lead generation and sales activity that is effective and efficient.

Image by TeroVesalainen from Pixabay