Do marketers need an automation education?

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Technology is at the heart of everything digital marketing is achieving today, but there are still some subjects that are beyond a subset of marketers.

Automation is one such topic where there is evidence of a knowledge, that is according to research by marketing technology provider Adestra, which revealed more than a quarter of marketers have never heard of marketing automation.

In an era when customer experience is at the heart of everything a marketer does, automation has...

Emojis and video: Does your comms strategy need an overhaul for the mobile consumer?

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The emoji heart was, perhaps not surprisingly, the most used ’word’ of 2014. It is the first time that the Global Language Monitor has awarded the title to a symbol, a significant moment for the English language.

New digital formats continue to change communications; text speak was the first widespread digital vernacular and, although it might be out of fashion now, we still use words derived from that language today. We live in an era of images and video,...

Is this the definitive marketing technology landscape graphic?

Lumascape kicked off the trend for bringing an entire industry together on a single graphic while others have followed too, but Scott Brinker’s latest offering adds some vastly improved organisation to this bustling industry.

Brinker’s marketing technology supergraphic manages to incorporate almost 2,000 different companies without ever looking too chaotic. It is no mean feat given how his annual project...

Customer experience: Strategy vs reaction

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Despite the increased competition caused by global commerce and social media empowering the regular consumer, chief marketing officers (CMO’s) are not doing enough for customer experience.

Findings from Gartner for senior marketing executive community The CMO Club alluded to such as only 3% of the 105 respondents said that their business’ customer experience strategy was where they wanted it to be.

Customer experience was on the agenda for most CMOs, with 90%...

By Simon Holland, 13 January 2015, 0 comments. Categories: CRM, Customer Experience.

Why 2015 will be the year of the customer

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As 2014 came to an end, out trotted the year of the horse and shepherded in is the year of the goat according to the Chinese zodiac, that is. By comparison, the advertising tech calendar has its own oft-debated emblems - can you recall each time the year of the mobile was announced?

This new year, I’d like to take a stab in shaping our calendar based on a year’s reflection, a quick study of the LUMAscape movement and an ear to the ground for what is to come.

If 2014...

Case study: How finance brands use data segmentation to improve the customer journey

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As consumer confidence returns, the rise in people looking for credit provides lenders with a real opportunity. Ensuring those consumers can afford the credit remains top of the agenda, with recent regulatory changes designed to provide stronger protection for the consumer.

The key is for lenders to make the checks needed to satisfy the regulators and protect the customer but to do it in a way that avoids damaging customer experience and driving customers away. So, how can...

Six personalised marketing predictions for 2015

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2014 has been a huge year for marketing technology, with offline promotional targeting in retail innovating faster than online.

We are seeing a shift in consumer behaviour – the fear of data sharing is diminishing as the awareness of its benefits increase. Our research found that more than half of Britons (58%) say they are not concerned about the amount of data they share with brands, and fewer than a quarter (23%) of 18-24 year olds believing data sharing will be viewed...

By John Fleming, 19 December 2014, 1 comment. Categories: Customer Experience, Mobile Marketing, Personalised Marketing.

What will be the big trends for data-driven marketing in 2015?

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In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel,...

The evolution of email and CRM in 2014

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There were many big changes in 2014 in the world of marketing technology, however the change that really stands out for me was the bold and high profile acquisitions of specialist email businesses made by some of the biggest players in CRM.

Oracle bought Responsys, while IBM snapped up Silverpop. Meanwhile, Campaign Monitor raised a hefty $250,000. This is evidence, were it needed, that 2014 was another big year for email.

The big CRM providers are not only realising the need for...

By Dela Quist, 12 December 2014, 1 comment. Categories: CRM, Customer Experience, Email marketing.

How shame and guilt can be used to your advantage in marketing

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There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

The key point is that, though both are negative emotions, the effects they have are different. Consumers who feel ashamed are best targeted by campaigns which offer a...

By DaHee Han, 10 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns, Customer Experience, Personalised Marketing.