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Across the UK, automation is taking over. Five years ago, for example, real-time bidding accounted for just 12 percent of online display advertising, according to the International Data Corporation. Last month, the Internet Advertising Bureau UK reported that almost three-quarters of UK digital display advertising is now bought programmatically. That push is all about relevance.
25 years ago, the UK supermarket chain Sainsbury’s debuted a magazine. Even before the internet took over and made it easy for anyone to distribute content, Sainsbury’s wanted to reach customers outside of its aisles. So it created a glossy print publication that offered recipes, cooking tips, and feature articles.
“Marketing is like a friendship. There are lots of pivotal moments in a friendship, like parties, but you don’t get invited if you’re not part of the regular conversation.” Those words come from Mark Walker, the head of content marketing at Eventbrite UK. In the past, you’d create a campaign for a set amount of time and try to hit some isolated goals for that campaign.