Alan Trefler book extract: Generation D and brand identity

In Alan Trefler’s new book, Build for Change, the Pegasystems CEO asserts that “a lot of companies across the globe are going to die over the next few years – not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.” In the last extract, Trefler defines Generation D, a new type of customer threatening to fundamentally change how companies do business. Here, he examines how Gen D relates to traditional brand...

By Alan Trefler, 19 August 2014, 0 comments. Categories: Branding, Brands.

Why honesty is an all important policy for brands in the digital world

Four out of five consumers are more likely to “respect” an honest company, according to survey data of over 2000 consumers published today by Intent HQ.

This means being upfront and honest about how a user’s personal data is being used - and according to the social data analysts at Intent, it’s a key point for brands to unlock consumers’ trust, as an honest customer will reward your endeavour.

This comes from such basic best practices as adding social logins to your brand’s...

By James Bourne, 18 August 2014, 0 comments. Categories: Branding, Brands.

PC World’s Surface 2 fruit machine screen stunt pulls in the crowds

Shopping just got a little bit more fun. Patrons who visit the Bluewater shopping centre in Kent are being given the opportunity to win a Microsoft Surface 2 tablet by chancing their arm on a one-armed bandit – with overwhelming engagement levels the result.

The promotion, for Curry’s PC World, was put together by retail marketing bods NexusEngage, and offered passing customers a gamble based on the feature they liked most about the Microsoft slab. Match four in a row on the fruit machine, and...

By James Bourne, 15 August 2014, 0 comments. Categories: Advertising, Brands, Consumers.

Why marketing automation is the next phase of CRM

CRM software has been around for 20 years. It has been used to manage customer records and details of communication. Managing prospects has been a key part of the software, and the CRM has been the biggest assistance to the sales cycle. CRM systems like Microsoft’s CRM help companies determine which customers are prospect, and which need more persuading.

Marketing automation has seen the fastest growth of any CRM related segment in the last five years. Marketing administration and tasks are more...

By Tina Chohan, 14 August 2014, 0 comments. Categories: CRM.

100 ways to create a great ad: Killer facts

Copywriters are sometimes criticised for writing flat, straightforward headlines that present facts without any sort of rhetorical twist. But sometimes you’ll come across a fact so compelling it doesn’t need a twist.

The BMW that retained its value better than most stocks. When you have a fact as compelling as this, why not make it the focus of your ad?

BMW - Agency: Ammirati & Puris

In 1981, BMW ran an ad explaining that one of their cars had retained so much of its original value...

By Tim Collins, 12 August 2014, 0 comments. Categories: Advertising, Brands.

Alan Trefler book extract: Welcome to the nightmare of Generation D customers

In Alan Trefler’s new book, Build for Change, the Pegasystems CEO asserts that “a lot of companies across the globe are going to die over the next few years – not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.” In the first extract serialised by MarketingTech, Trefler explains how easily organisations in today’s market can lose customers; now, he analyses today’s new brand of customer –...

By Alan Trefler, 11 August 2014, 0 comments. Categories: Brands, Consumers.

Find the amount of content that’s “just right” for your marketing

We’ve all heard the story of Goldilocks and the Three Bears. She sneaks into the house of three bears and tries their porridge, chairs, and beds only finding one of the three in each instance to be “just right”. The options that were “just wrong” were the extremes. The hot and cold porridge. The small and large chairs. The hard and soft beds. When it comes to content creation we recommend that website owners find the amount that’s “just right”. Unfortunately,...

By Nick Stamoulis, 08 August 2014, 1 comment. Categories: Content, SEO.

100 ways to create a great ad: Playing with the logo

Friends – Courtesy of 4Creative

It’s sometimes possible to crack a brief with just a minor alteration to a logo.

In the UK, the last ever episode of the sitcom Friends ran on a Friday. The poster rearranged the show’s logo to read, ‘ENDS FRI’. Hats off to the creatives for spotting that one.

The McDonald’s ‘golden arches’ logo has a simplicity that’s allowed it to be used as a visual simile for things such as mustard on a hotdog and the string of a...

By Tim Collins, 07 August 2014, 0 comments. Categories: Advertising, Brands.

The UK energy Big Six: Why the wrong reputation means the wrong story

The BBC has reported that, according to Ofgem estimates, the UK’s infamous ‘Big Six’ energy suppliers are set to double their profit margins for next year (8%) as compared to a year ago (4%). In a hostile environment (to put it mildly), it’s a headline statistic that’s sure to rankle and makes for yet more bad publicity for an already unpopular group.

In a sense, the raised hackles are understandable: consumers living through a...

By Alastair Turner, 06 August 2014, 0 comments. Categories: Brands, PR, Reputation.

Mining for gold: 5 ways marketers can get the most from their big data projects

Marketers were among the first business groups to see internal (and external) data resources as a goldmine waiting to be exploited rather than a difficult-to-manage constraint. They have been quick to understand the value of getting immediate insight into customer behaviour as and when required to be able to influence how consumers act at the point-of-sale. At the same time, they want to analyse vast volumes of data quickly to drive the analysis and segmentation of different groups and achieve more accurate...

By Yves de Montcheuil, 05 August 2014, 0 comments. Categories: Analytics, Reputation.

Alan Trefler book extract: Why it is so easy to lose customers in today’s market

In Alan Trefler’s new book, Build for Change, the Pegasystems CEO asserts that “a lot of companies across the globe are going to die over the next few years – not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.” In the first of three extracts serialised by MarketingTech, Trefler explains how, with a mis-step here and a bad call there, brands can...

By Alan Trefler, 04 August 2014, 0 comments. Categories: Brands, Consumers.

Death to ROI: Rethinking your marketing strategy

Marketing is all about results. At the end of the day, the whole point of marketing is to drive sales, right? If your company isn’t getting sales, then your marketing strategy isn’t working.

Consequently, marketers are taught to focus on ROI, or return on investment. The thinking goes, if you’re spending x amount of dollars on your marketing campaign, and you get y amount of dollars in sales back, then you can calculate your ROI. If you’re looking for the...

By GrassRootsMarketing, 01 August 2014, 5 comments. Categories: Analytics, Strategy.

Malibu steps it up for latest ‘Best Summer Ever’ mobile ad campaign

Rum brand Malibu has launched its latest mobile ad campaign, interacting with users under the banner of ‘Best Summer Ever’.

The campaign, which enlists the help of agencies Havas Media and Millennial Media, utilises Millennial’s Video Ticker and Video Toggle ad units to create personalised campaigns for men and women in the UK aged 18 to 34, providing time and location-based data.

Using Video Toggle, three different videos can be played at any one time, giving consumers multiple content...

By James Bourne, 31 July 2014, 1 comment. Categories: Advertising, Brands.

Twitter cites World Cup engagement as key factor in “strong” Q2 results

Twitter has released its second quarter financials, with a quarterly net loss of $145m (£85m) but revenue of $312m (£184m) to an adjusted EBITDA of $54m (£31m).

Describing the numbers as “strong”, CEO Dick Costolo said: “Our strong financial and operating results for the second quarter show the continued momentum of our business.

“We remain focused on driving increased user growth and engagement, and by developing new product experiences, like the one we built around...

By James Bourne, 30 July 2014, 0 comments. Categories: Social Media, Twitter.

Why there’s so much more to PR than newsjacking for security companies

The technology market place is jam-packed with security companies. And with the NSA revelations fuelling growth and sparking new ideas, both hot new start-ups and established firms are jostling for business and looking to attract mega bucks from investors, writes Aspectus PR’s Sophie Hodgson.

The reason is simple. Unlike the rest of the world, hackers weren’t subject to austerity measures or cost cutting. Indeed,

By Alastair Turner, 28 July 2014, 0 comments. Categories: PR, Reputation.

UK consumers: We’ll give brands our most private details...but don’t be naughty with it

Research from Webtrends published today claims that more than half of Britons are not concerned amount the about of data they share with brands, with a third admitting they’d give up their data if they were offered rewards to go with it.

58% overall said they didn’t mind brands getting their intimate data, with 18-24 year olds, not surprisingly, the most likely to share (68%). 64% of 25-34 year olds were okay with giving companies their info.

In what may seem like a depressing indictment of UK...

By James Bourne, 25 July 2014, 0 comments. Categories: Brands, Consumers.

Buying in Facebook and Twitter: A new data generator

Social media seems to be impacting nearly every aspect of marketing. It allows brands to interact with consumers in a digital space. Feedback and customer service happen in real time. Now, it seems social media may be simplifying the ecommerce channel, giving consumers the ability to make purchases directly in the ads and posts for products they see in their feeds.

Both Facebook and 

By Randy Giusto, 25 July 2014, 0 comments. Categories: Brands, Facebook, Twitter.

Pegasystems CEO Alan Trefler: New era of customers represents serious test for brands

“A lot of companies across the globe are going to die over the next few years, and not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.”

The opening line of Build for Change, written by Pegasystems CEO Alan Trefler, is pretty strong stuff. Trefler’s view is simple: enterprises need to reorganise their customer engagement strategy, or they’ll not be long for this world.

Why is this? Two words: generation...

By James Bourne, 24 July 2014, 0 comments. Categories: Brands, Interview.