Salesforce aims to take personalisation to the next level with Predictive Decisions

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Cloudy software provider Salesforce has released Salesforce Marketing Cloud Predictive Decisions, a feature set which aims to fuse marketing and CRM data with contextual data and predictive intelligence to increase conversions and engagement.

The move follows a piece of research conducted by Forrester Consulting on behalf of Salesforce in August, whereby 42% of respondents admitted they had difficulty analysing data from all customer interactions.

Salesforce says marketers will be...

By James Bourne, 05 March 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

Standard banner ads decline as content and video get richer

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Video and rich media ads usage is on the rise as consumers engage more fully with such mediums over standard banners advertising.

Research from Mobile Mix, The Mobile Device Index year in review from Millennial Media, shows that video and rich media ads result in nearly twice the engagement of standard banners.

The study showed that in 2014 91% of all developers and publishers on the Millennial Media platform allowed standard banners – down from 93% the year before. Rich media...

By Liz Morrell, 04 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic, Video & Audio Marketing.

So, so social: The symmetry of an asymmetric media?

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I am a social type of guy. I have a really good pal, a number of friends, acquaintances, and a larger universe of others, people who I have meet over the years that keep in touch with me or are those that I choose to keep in touch with.

On the business side of the social scene I am also a social person. My business-based social structure is defined by a hierarchy as well:

  • A very limited number of highly trusted advisors
  • Knowledge-based individuals
  • Valued enterprises
  • Relevant...
  • By Thaddeus Kubis, 04 March 2015, 0 comments. Categories: Social Media Marketing.

    Has context pushed historical insights into marketing data obscurity?

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    Historical data has always been one of the most important ingredients for any digital marketing campaign, but in the age of the customer does it still hold the same importance it once did?

    Marketing Tech spoke to several firms at the recent TFM&A event in London and it appears that 2015 might not only be the year of the customer, but also the year where company’s move away from the data land-grab strategy of old.

    One advocate for this transition is Robin Collyer, marketing...

    Record investment in digital marketing technology forecast for this year

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    Companies are planning record investment in digital marketing technology this year, according to a new report from Econsultancy, in partnership with Oracle Marketing Cloud.

    The research, part of an annual Marketing Budgets Report, found that 79% of companies are planning to increase their spending specifically on digital marketing technology – the biggest investment since the research was launched in 2010 and an increase of 13% on last year.

    The number of companies planning the...

    Case study: How influencers can cut through social noise

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    In a world where consumers are overloaded with information, thrown at them from every angle, brands find themselves having to rethink their traditional global marketing strategies. The ever-saturated consumer marketplace is forcing them to think more creatively about how best to achieve the all-important cut-through and engagement with consumers.

    As a result, many brands are redirecting traditional advertising and media dollars towards more unconventional influencer activations. At...

    By Emma Grede, 02 March 2015, 0 comments. Categories: Social Media Marketing.

    Brands must do more to embrace customer lifecycle

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    For all brands managing the customer lifecycle – rather than simply a one off transaction – is a challenge. A new survey suggests that many B2B organisations could be doing much more to understand how their marketing efforts should be supporting the customer lifecycle, missing out on revenue as a result.

    Marketing professionals in 750 companies were surveyed in the last quarter of 2014 and first of 2015 by Gleanster Research, on behalf of Act-on Software, to understand...

    Have phablets ushered in a new era of mobile CRM?

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    Phablets recorded their highest volume of sales in the last quarter of 2014 according to a GFK study and it has caused the CRM software industry to sit up and take notice.

    These smartphones with a screen more than 5.5” in size now account for 12.8% of total device sales. It is a percentage that has been fuelled by drops in cost as average prices fall. For instance, in Europe prices decreased from $820 in Q4 2012 to $761 in Q4 2014.

    All of which contribute to conditions that are...

    Three quarters of marketers want to increase programmatic spend

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    As programmatic advertising continues to dominate brand spend, a new survey has revealed that three quarters of marketers plan to increase their spend on the medium within the next six to 12 months.

    It is of no surprise since the same number also saw increasing sales as its biggest advantage.    

    However there are still concerns around its usage which, if addressed, would see spend increasing even more dramatically according to the result of a survey by programmatic...

    By Liz Morrell, 01 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

    Why personalising the customer experience is key to winning the retail battle

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    According to Gartner, 89% of marketing leaders expect customer experience will be the primary basis for competitive differentiation by 2017. Customer experience is fast becoming the key battleground where retailers vie for our attention and wallets.

    With instant access to pricing and product information, shoppers can switch between retailers in a heartbeat. Today’s consumer is more discerning than ever before, with higher expectations than ever before. As a result, retailers...

    By Graeme Collins, 27 February 2015, 0 comments. Categories: Commerce, CRM, Customer Experience, E-Commerce, M-Commerce, Personalised Marketing.

    Five questions for companies that want to survive in the age of the customer

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    For Forrester, the last hundred years of commerce is defined by eras. The ‘Age of Manufacturing’ came first where large industrial companies, such as Ford and GE, made their names. 1960 to 1990 was the Age of Distribution when globally connected transportation systems, the jet engine and advances in logistics made household names of UPS and Toyota. Then, from 1990 to 2010 the Age of Information saw the likes of Amazon and Google become huge successes through globally...

    By Adam Poole, 27 February 2015, 0 comments. Categories: CRM, Customer Experience, Data Science, Data-driven marketing, Personalised Marketing.

    Rise in brand app spend shows market potential if engagement improved

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    Earlier this week it was revealed that brand apps are falling short when it comes to consumer engagement. Now it has emerged that the total spend by British consumers on brand apps has hit £4.04 billion a year – up 24%.

    Such a strong rise in spend suggests that if brands worked harder on engagement of their apps to deliver more compelling, must have apps, the results could be...

    By Liz Morrell, 25 February 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

    A tribute to the legendary B2B Marketer John Lennon

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    Time to pay homage to one of the unsung B2B marketers of the ages: John Lennon.  Yes, outside of his music hobby, he was quite the digital marketer. He was just before his time, that is all. In fact, I like to think the iconic classic ‘Revolution’ was the anthem to B2B marketing: “You say you want a revolution. Well, you know. We all want to change the world. You tell me that it's evolution. Well, you know. We all want to change the world.”

    Yes, changes –...

    By Steve Gatto, 26 February 2015, 0 comments. Categories: Attribution, Data-driven marketing, Personalised Marketing.

    Brand safety improves as 28 ad businesses recognised for combating online ad misplacement

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    As brand safety becomes ever more of an issue it has been revealed this week that 28 ad businesses have now been awarded seals confirming that they are working hard to minimise online ad misplacement.

    It follows the launch of the Digital Trading Standards Group (DTSG) Good Practice Principles, which were published in December 2013 and which outline six commitments for those involved in buying, selling or facilitating digital display advertising in order to significantly reduce the...

    By Liz Morrell, 24 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

    Social media key to monitoring and reacting to customer complaints

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    Getting marketing right is as much about not bombarding customers with unwanted attention as it is about nurturing customers, yet a new report suggests many brands are failing to make it easy for customers to take action over the latter.

    And the danger of that is that disdain about a brand’s marketing approach can go viral and totally undermine a brand’s marketing efforts in the first place.

    Conversely making it easier for a customer to complain about marketing efforts...

    By Liz Morrell, 24 February 2015, 0 comments. Categories: Advertising.

    Born digital or not: 1:1 personalisation sets new standard for marketing

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    It is the entertainment awards season again as the industry confers recognition on music and moviemakers in the Grammys and Oscars. But let us switch arenas. If we were to give awards in personalised, 1:1 marketing, who would get the nod?

    Clearly companies like Amazon and Netflix would end up on the red carpet. These “born-digital” companies have been pioneers in personalisation, creating marketing algorithms, gathering intelligence and then delivering relevant content to...

    Brand apps are falling short on consumer engagement

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    Marketers may have to consider an alternative approach when engaging with consumers through mobile as brand apps are not having the desired effect.

    Consumers are showing their dissatisfaction with branded apps in a number of ways, according to TNS research collated from 1,612 UK smartphone users on behalf of digital marketing consultancy Ampersand Mobile.

    Significantly, 71% admitted that branded apps do not engage and are only created to market and push content and 84% showed...

    By Simon Holland, 24 February 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

    Did Facebook just overtake YouTube as the de facto site for video advertisers?

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    Videos were only introduced to Facebook in the third quarter of last year, but according to socialbakers there has been some serious movement towards this medium as ad objectives evolve.

    While page likes become less important to advertisers, video is grasping a higher proportion of budgetary spend. Data from socialbakers puts embedded news-feed video at 5% despite it being available for such a small period of time on Facebook.

    It is easy to see why too, with socialbakers discovering...

    By Simon Holland, 24 February 2015, 0 comments. Categories: Social Media Marketing, Video & Audio Marketing.

    Neuroplasticity and the multi-device experience

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    With any new technology there is always an accompanying question: How is this technology changing us and our relationships, and is it for the better or the worse?

    There are always two sides to the argument, from utopian and dystopian viewpoints - but this has never before been more marked than in the context of digital technology, particularly with the major shifts in connectivity brought by the web, social media and mobile devices.

    A utopian viewpoint suggests that technology makes...

    By Dan Machen, 24 February 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

    Brands risk marketing mayhem with poor Twitter responses

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    Whether brands like it or not Twitter has become the first stop for many consumers looking to resolve queries or problems online and brands that ignore the power of this do so at their peril. With an estimated 15 million users in the UK alone it is a channel brand marketers cannot afford to underestimate.

    In such a public forum brands have to be seen to react quickly and efficiently to customer enquiries if they are to gain the trust not only of the customer they are dealing with...

    By Liz Morrell, 23 February 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.