The amount of user-generated content (UGC) in marketing strategies has almost tripled in the last 10 years. This is according to a new report by Yotpo, based on a survey of 100 leaders of some of Europe’s largest ecommerce retailers.
Since the advent of the world wide web, what we think of as “content” has changed dramatically.
The Covid-19 pandemic has put many brands in a very difficult position.
In 2005, Apple integrated podcasts into iTunes, and Steve Jobs referred to the channel as being like “TiVo for radio”.
Growing pains in the scaling of GenAI This Shift considers whether GenAI is delivering on its promised productivity gains and what may be preventing that. A recent MIT report garnered a lot of attention after it found evidence that questioned the real ROI of early GenAI deployment. The research found that although many organizations have […]
GenAI is enabling a suite of new experiences for customers. These three case studies, featuring rock’n’roll souvenirs, secret foodie spots and faces from the future, showcase some of that innovative thinking.
What connects dinosaurs, propaganda and a suit of armour made from radishes? Games offer all manner of wonders to their players, and to tap into this space marketers must be just as inventive. Here, we see how a streaming service, a movie studio and a grocery giant used virtual worlds to drive tangible results in this one.
Data is an ingredient, not a strategy. Impactful campaigns by Audi, Diageo and PetPace show how brands can look beyond the obvious. Deep analytics married to creative thinking – taking in everything from Peruvian pets to pre-dinner drinks – can help marketers use data to build human stories that drive conversions.
Recently, we looked at the debate around whether ‘SEO’ needs a rebrand to reflect the increasing emphasis on AI-generated answers that is shifting how users approach search and, as a result, how marketers approach optimisation. In this follow-up, we’re going to dig deeper into the question of how to optimise for the changes in search […]
AI-generated answers are becoming increasingly prevalent in search, in many cases supplanting what was once the role of content marketing. How can marketers adapt their strategy in the new search era?
Senior executives from B2B firms including Informa TechTarget, The Access Group, and Xero reflect on their experiences with account-based marketing and how they successfully cut through.
