Posts made in December, 2020

on Dec 7, 2020

By Charlotte McEleny Keeping on top of technology, privacy and regulatory changes is a challenge, as the speed of development is faster than ever, but brands that put data safety as a focus will get ahead of the competition. Two of the key terms that brands should start to understand are ‘data safety’, which is an extension of a well-known industry term ‘brand safety’ but applied to data. Brands are in danger of coming under fire from their own customers if they aren’t using data appropriately, and it could end up in reputational damage. Within this topic is the concept of ‘toxic data’, which Read full story › Source: The Drum...

on Dec 7, 2020

By Charlotte McEleny As businesses look to scale quickly, automation is growing in popularity and demand, but what does it mean for creativity? The Drum and Celtra hosted a roundtable with leading APAC marketers to discuss how brands are harnessing automation, personalisation and creativity as they work to close the content gap. The majority of consumers in APAC are now shopping online, with 60% planning to spend the same amount this holiday season as they did last year. There is also an ever-growing list of new channels and a growing consumer desire for greater personalization. This means they want more variety and better quality, Read full story › Source: The Drum...

on Dec 4, 2020

By Jenni Baker UX and CX are two of the biggest buzzwords in marketing – but do brands really know what they mean? Most marketers today believe their brands are meeting customer expectations but only 10% of consumers agree. So how do we close that gap? Hosted by VMLY&R and The Drum, ‘The Experience Advantage: Creating Human-Centred Brands’ is a new half-day festival taking place on Tuesday 15 December. Designed for today’s customer-centric world, it aims to help brands understand the changing customer journey and how adopting the right CX mindset can help remove the disconnect between brand objectives and customer expectations, Read full story › Source: The Drum...

on Dec 4, 2020

By James Lawton-Hill Covid-19 has given us all a collective purpose and has turned a spotlight on the social resolve of every business. The 1990s term ‘purpose before profits’ is back in vogue as the pandemic tests our humanity and values. And, according to Gartner’s CMO Spend Survey 2020, 33% of chief marketing officers cite brand strategy as their most vital competency, up from the near bottom of the list in 2019. As brands try to build trust without handshakes, it’s the character and values of their core brand that are now being looked at in new terms. Empathy, compassion and understanding are in. Read full story › Source: The Drum...

on Dec 4, 2020

By Thomas Hobbs Optimising digital strategies to thrive, rather than survive, during 2021 is the subject of a new panel from The Drum and CRM platform HubSpot. Fast-paced changes during March and April as the world began its working-from-home operation, the agile tools and technologies which powered those rapid pivots, a potential return to the ‘old normal’ and feeling optimistic about 2021 were key talking points. You can watch the fascinating panel here. Pivot to Prosper “At the beginning of lockdown, lots of companies had to quickly come up with both a new tech stack [ecosystem] to allow teams to work together, Read full story › Source: The Drum...