Interviews, insight & analysis on digital media & marketing

New Business Bulletin: Exclaimer, parcelLab, Mediamark Digital and more

Exclaimer, the email signature management platform, has released The Future of 1:1 Marketing Report. The report explores the challenges B2B marketers face in today’s highly competitive landscape, revealing that personalized marketing communications is the key to conquering them. Amidst budget cuts, a quickly evolving digital world, and changing buyer behaviors, Exclaimer surveyed over 120 global B2B SaaS marketing leaders to better understand how they are tackling these challenging times. The survey revealed that over half (55%) of B2B marketers say it has become harder to reach customers over the last five years due to an increased difficulty capturing customer attention (82%), a rise in required touchpoints (65%), and trouble differentiating against competitors (58%). These insights, paired with the fact that marketers are struggling to capture high-quality leads (54%) and measure ROI (42%), reveal the need for an innovative approach to standing out in the current competitive market.

parcelLab, the premier global retail, e-commerce, and post-purchase customer experience platform, has announced it is live on the Shopify platform. parcelLab’s Order Tracking App for Shopify, alongside the parcelLab Engage product suite, gives Shopify merchants an enterprise-grade offering to deliver the most personalized end-to-end post-purchase experience and take full control over all touch points to improve conversions, customer retention, and unlock new revenue opportunities. parcelLab’s Order Tracking App for Shopify is now live and available to download here. parcelLab gives Shopify merchants instant integration with automatic data exchange so they can easily create an embedded tracking page that shows order data, including split shipments, and returns data, while injecting personalised content for different customer segments. Shopify merchants can now link their store data with parcelLab, accessing its comprehensive post-purchase experience functionality to enhance engagement, improve customer retention and drive repeat purchases.

Mediamark Digital is thrilled to announce a partnership with an in-game audio advertising offering, Odeeo, to introduce South African brands to an innovative way of connecting with audiences through audio. In-game audio advertising feeds seamlessly into the gaming experience, playing advertisements to gamers who have their sound enabled, complimented by a display advert which appears on the screen. These non-disruptive advertisements are generally more readily accepted by gamers.

The media and marketing recruitment markets continue to struggle with both vacancies and applications down in the first three months of 2024. That’s according to new research from the Association of Professional Staffing Companies (APSCo). The data – provided by the world’s largest network of job boards, Veritone Hire (formerly Broadbean) – showed that applications and vacancies within both sectors have declined significantly in the first quarter of 2024, as employers battle against a challenging economic climate. Vacancies within the media and marketing sectors have followed a downward trend over the past 12 months, which has continued into 2024. New permanent roles decreased by 49% for media and 23% for marketing in Q1 this year, suggesting that firms are yet to regain confidence in the economy, despite wider conditions improving. Professionals within media and marketing have also shown growing reluctance to shift roles. As with job numbers, applications have fallen dramatically, with drops of 53% noted in media and 70% in marketing since the turn of the year. The figures recorded in March show the lowest number of applications recorded over the previous 12 months across both industries.

Universities UK (UUK), the collective voice of universities in the UK, has partnered with Sensu Insight, Research and insight consultancy, to develop an innovative, industry-first Universities Sector Tracker. Created at a time when higher education is high on the political and public agendas, the cutting-edge digital tool is designed to monitor the sector’s profile, public perceptions, and the impact of key issues affecting institutions on a nationwide scale. Acting as an expert consultant to the sector, Sensu will monitor live data analytics from emerging conversations about higher education, identifying recurring themes and trends in how universities are being perceived by the public. This valuable intelligence will help to inform institutions’ strategic decision-making processes around issues from how they engage with public and political stakeholders, to their approaches to student recruitment. The collaboration kicked off with an initial benchmarking phase – the results of which have already influenced some of UUK’s ongoing initiatives. These include the “100 Faces – First in Family” campaign, which shines a spotlight on the personal stories of 100 first-generation students and graduates, enriching the narrative around the transformative impact of higher education and social mobility. Looking ahead, Sensu will provide regular reports and real-time monitoring of various UUK campaigns and issues of industry importance, providing in-depth insight that will enable the sector to benchmark and shape its communication efforts. As well as servicing UUK’s needs, the data is also being made available for individual institutions to access in order to help track their own profile and impacts.

Kantar, the marketing data and analytics company, has introduced the Blueprint for Brand Growth, an analysis of more than 6.5 billion global attitudinal and shopper data points from the past decade. The year-long exploration reveals empirically the key drivers of brand growth, and provides a decision-making framework for marketers to better control the levers of growth that shape their brand future. The Blueprint is the result of collaboration between Kantar’s experts, industry leaders and advanced analytics work combining Kantar’s unique BrandZ and Worldpanel data assets. All focused on one question ‘How can marketers better drive growth?’. It proves that brands grow through being meaningfully different to more people. Brands that are meaningfully different to more people command 5X market penetration today, and have a real advantage in penetration growth over the next two years.