Martech
The New Technologies Deutsche Bank Believes Will Change Its Marketing
Digitalisation, particularly artificial intelligence, is creating an opportunity for a better understanding of the customer and the personalisation of marketing communications. We are moving from one-to-many, to one-to-one communication, creating added value to businesses. Robots have helped free up the analysis burden on consultants in risk management. New technologies are tested first and foremost in the marketing department of Deutsche Bank. In an interview with DMEXCO 2018, expo and conference, Cologne, Germany, Tim Alexander, CMO Deutsche Bank, talks about [...]
Your Guide to Scaling Your European Madtech Business
We sent out a mailer a few weeks ago to our GDPR-compliant subscriber list, titled ‘9 Reasons to Love the Industry. This was to highlight our optimism about the industry and encourage you (dear reader) to attend ATS London this year. Number seven on our upbeat list refers to the opportunity for the current crop of European madtech startups. Never have I seen a bigger opportunity. We are heading into a new epoch for digital marketing.
Holding Companies Likely to Diversify to Protect Market Position: Q&A with James Kesner, Results International
Mergers and acquisitions within ad tech and martech are firmly in the spotlight at the moment, with some very interesting moves happening across the space. Following the release of their H1 marcoms M&A analysis, James Kesner (pictured below), director of M&A advisory firm, Results International, speaks with ExchangeWire about how the M&A scene is changing, as well as the big global trends to look out for. ExchangeWire: The marcoms M&A scene in 2018 appears to be much more buoyant [...]
The Madtech Rollercoaster of 2018: 9 Predictions for the Rest of the Year
2018 has been the most eventful year I have seen in this industry, since the great ad-tech panic buy of 2007. A number of factors have contributed to this. Firstly, the growing threat and power of the ‘BAT-FANG’ (China’s Baidu, Alibaba, and Tencent [BAT], along with the USA’s Facebook, Amazon, Netflix, and Google [FANG]) has forced the hand of big legacy telcos and TV companies globally. The realisation that these tech companies are out to destroy the business [...]
Targeting China Consumers Requires QR & Other Local Support
China can offer brands, especially in retail, tremendous returns, but enjoying the market’s richness in scale and potential will require advertisers to know local nuances and consumer preferences. These, for instance, will include the need to integrate QR codes into their marketing campaigns and identifying holes to plug in order to entice customers to buy into their brand, says Anthony Capano, Rakuten Marketing’s Asia-Pacific and Europe managing director, in this Q&A with ExchangeWire. He also strongly touts the need for advertisers [...]
Fujitsu Explains What Makes a Great Account-Based Marketer
Account-based marketing (ABM) has accrued a certain level of popularity among big-name brands over the past couple of years; but now, with the passing of time, it is now becoming evident that the marketing tactic certainly isn’t for everyone. Writing exclusively for ExchangeWire, Natalie Field, senior marketing professional, Fujitsu, explains what it takes to make account-based marketing work for your business and why it’s the people who can truly make it a success. I don’t claim to be a world expert in [...]
Rebrand With a New CDP: Q&A with Sigvart Voss Eriksen, Tapad
Martech provider Tapad is launching its new customer data platform as we speak. ExchangeWire speaks with Sigvart Voss Eriksen, CEO, Tapad about the importance of personalisation for marketing, and gets the lowdown on the new CDP. ExchangeWire: Why is Tapad moving towards an identity-driven marketing future? Sigvart Voss Eriksen: Today’s modern marketer is constantly striving to build meaningful relationships with vast audiences of consumers who all behave differently, use different devices, and who increasingly expect personalised communications as standard. However, we’ve realised [...]
£4.5m for PowerLinks; Weve Launches Location Verification Service
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: PowerLinks Receives Funding; Weve Launches Locate; Bitposter Adds New Buyers to OOH platform; and Survey of Native Ad Formats. Series A funding for PowerLinks Following a year of expansion with significant revenue growth, PowerLinks announces new capital from their Series A funding round. The new investment, to the value of £4.58m, comes from Foresight Group, as well as angel investors and PowerLinks management. The [...]
Programmatic Comprises Over a Quarter of Digital Media Spend – The Industry Reacts
Programmatic budgets are expected to rise by 11%, to make up 28% of total digital media investment in 2017/18, according to The Future of Programmatic, published by the World Federation of Advertisers (WFA), published last Friday (9 February). Major multinationals have continued to increase ad spend via programmatic channels, despite widely publicised concerns about brand safety and transparency. Mobile (up for 87% of respondents) and video (up for 68%) are due to benefit from increased investment. There [...]
Proving Brand Value: Why Advertisers Need to Rethink the Metrics They Are Using
With overall digital ad spend reaching £10.89bn by the end of 2017, up 11% from 2016, according to eMarketer, the digital advertising market continues to show exceptional growth as marketers recognise digital’s unique ability to reach large audiences and connect with them in a highly targeted, relevant, and cost-effective manner. Nick King (pictured below), UK managing director, Exponential, looks at different trading metrics and how the market is experiencing a shift towards buying on the basis of vCPM and CPE only. Mobile [...]
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