Location-based services: How brands walk the fine line between clever and creepy

Picture credit: Flickr/Jose Manuel Rios Valiente

Imagine two people have ordered two products online and they’re being delivered today.  One gets a text from the provider which reads: “Your parcel will be delivered in the next hour. You do not appear to be at your home address. Would you like us to redeliver it or deliver to another address?” The other gets a text which reads: “Your parcel will be delivered in the next hour. We see that you are 15 miles away from your home...

By James Bourne, 17 April 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Mobile Marketing.

From personalisation to contextualisation: Enhancing the customer journey

(c)iStock.com/blackdovfx

It’s official - personalisation matters. The concept of personalisation has reached beyond the digital marketers and into the boardrooms and business functions of many types of organisations across the globe.

Digital personalisation is designed to provide a better customer journey by tailoring content, offers and even the web site experience itself to the needs and interests of the customer. This is done by leveraging both the...

By David Mennie, 17 April 2015, 0 comments. Categories: Customer Experience, Personalised Marketing.

Report reveals how retail is lagging on mobile opt-in rates

(c)iStock.com/Balavan

Retail marketers need to do more to engage their customers in the mobile experience, according to a new report released by Urban Airship. The study, which looks at how consumers engage via mobile and apps, shows that of six industries analysed retail saw the steepest decline with average opt-in rates dropping from 46% to 37% year on year.

The report claims to be the industry’s largest study into notification opt-in rates and spans nearly 3,000 apps and 100 billion push...

By Liz Morrell, 16 April 2015, 0 comments. Categories: Mobile Marketing.

New partnership promises better understanding of impact of video content

(c)iStock.com/maxphotography

Marketers wanting to understand and measure the value of video content in their marketing programs have a new resource at their disposal thanks to the partnership of cloud services for video provider Brightcove and engagement marketing software and solutions provider Marketo.

Brightcove will initially integrate with Marketo to allow customers to easily track user engagement and performance of video marketing campaigns for enhanced lead scoring, segmentation and content nurturing...

By Liz Morrell, 15 April 2015, 0 comments. Categories: Content Marketing, Video & Audio Marketing.

Coca-Cola takes visitors on new brand journey with site relaunch

(c)iStock.com/LordRunar

Do you remember when company websites were just about the product and the company? Boring, boring, boring. Brands have been on a journey to raise the bar in terms of content onsite and with its launch of Coca Cola Journey this week the fizzy drinks giant may have got there sooner than most.

The company has launched Coca-Cola Journey – what it claims is “a new multimedia platform with a greater focus on storytelling". In truth it is simply a...

By Liz Morrell, 14 April 2015, 0 comments. Categories: Branding, Content Marketing, Customer Experience.

New programmatic native advertising exchange launches

(c)iStock.com/Nikada

A new programmatic native advertising exchange has been launched across Europe this week to give advertisers access to premium in feed native advertising inventory, to be bought and sold programmatically for the first time across desktop, tablet and mobile devices.

The new exchange has been enabled thanks to a partnership between native advertising specialist Adyoulike and AppNexus. The Adyoulike exchange aims to further streamline the process of buying and selling native advertising in a...

By Liz Morrell, 13 April 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

How personalisation and the disruptive economy changes the game for marketers

(c)iStock.com/Mlenny

Uber. Airbnb. Facebook. Unless you’ve been living in a cave for the past year, you’ll know about the sharing economy and how it’s disrupting business models. The big names in tech no longer own the content, services or products that their multi-billion pound businesses revolve round. But how has mobile and this ‘digital layer’ transformed our role as marketers, and how can we prepare for increasing disruption over 2015 and beyond?

Getting personal

First...

By Rebecca Martin, 13 April 2015, 0 comments. Categories: Personalised Marketing.

From customer to brand ambassador: The power of social

(c)iStock.com/olm26250

Customer service is now the heart of marketing. Don’t believe me? Today consumers rely much more heavily on word-of-mouth recommendations – so much so that a great customer experience can become a company’s strongest marketing asset. In other words, getting the entire organisation aligned around the singular objective of creating a consistent, excellent customer experience is an integral part of marketing best practice.

Of course, aligning an entire brand with this...

By Fabrice Etienne, 10 April 2015, 0 comments. Categories: Big Data, Branding, Customer Experience, Social Media Marketing.

API launch enabling brands to engage through chat apps aims to change face of digital marketing

(c)iStock.com/BrianAJackson

The launch of the world’s first API that will allow brands to engage consumers through chat applications promises yet again to change the current face of digital marketing.

Cloud communications specialist Nexmo has launched the Nexmo Chat App API as the latest addition to its cloud communication portfolio of communications APIs and services meaning that brands are now able to choose whether to engage with mobile consumers via voice, SMS or chat applications.

The functionality...

By Liz Morrell, 09 April 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

The correct use of data for marketers: Big, little, or nearly any thing in between

(c)iStock.com/stokkete

As a dedicated integrated media and marketing technologist long supporting the advent of personalised marketing (aka database marketing, perhaps aka as scientific marketing), I clearly see the use of data, clearly see the advantages of correctly applied data, and also see the confusion that may be widespread throughout our industry when the following question is asked: “Is there a correct process, methodology for the use of data – big or little?”

Two sides of the...

By Thaddeus Kubis, 09 April 2015, 0 comments. Categories: Best Practice, Big Data, Data Science, Data-driven marketing.

Meerkat and Periscope for brands 101: Where to go...and what not to do

(c)iStock.com/bartvdd

For today’s marketer, the birth of a new social platform is akin to being a kid in a candy store. Despite the social best practice ringing in their ears, it’s impossible to resist. Yes, you know it’s a futile exercise to be on everything, you know your offering might not fit with the platform’s USP, you know you need to be customer-first. But there’s only one way to find out whether something will work.

Enter, stage left, live streaming video apps Meerkat...

By James Bourne, 08 April 2015, 0 comments. Categories: Branding, Social Media Marketing, Video & Audio Marketing.

Here's why you can't just ignore user-generated content

(c)iStock.com/designaart

You’ve got to feel sorry for retailers – where once they were in sole command of their brands now they are largely at the mercy of their customers and their ability to share anything, anywhere about their brand.

Reviews enable consumers to take marketing in their own hands – no longer simply trusting what they are told about a product but generating, curating and sharing their own content around products.

It’s something that scares the hell out of retailers...

By Liz Morrell, 07 April 2015, 1 comment. Categories: Branding, Content Marketing.

How marketers can use wearables and end-user insights to improve online customer interaction

(c)iStock.com/anyaberkut

Consumers make their minds up about a company within just a few seconds of viewing their website. Marketers are therefore under pressure to ensure it entices them into engaging with their brand and making a purchasing decision. But all too frequently there’s a disparity between the B2B brand messages on websites and what customers really want to know, which holds things back.

Research from

By Gawain Morrison, 07 April 2015, 0 comments. Categories: Branding, Customer Experience, Personalised Marketing.

Why the US can still teach the UK about customer service excellence

(c)iStock.com/istocksdaily

The UK has a long way to go to catch up the US on customer service if a new study is to be believed. Nunwood’s 2015 US Customer Experience Excellence report is based on 7,500 individual responses from US consumers covering 225 brands and shows that the US surpasses the UK in a number of areas when it comes to customer service excellence.

When comparing the two the study claims that US brands are 5% better on average than the UK with the UK currently at least five years behind...

By Liz Morrell, 02 April 2015, 0 comments. Categories: Customer Experience.

How Micro Focus transformed its legacy marketing platform and enhanced sales

(c)iStock.com/gehringj

Micro Focus is certainly an intriguing company from a branding perspective. Its tagline is “application modernisation and management”, yet many will recognise the company as the de facto arbiter of the 55 year old COBOL language, made famous by Grace Hopper, as well as its Borland portfolio and IBM mainframes.

The company admitted there was a ‘lack of market awareness’ of the Micro Focus brand and turned to Oracle Marketing Cloud to transform its marketing...

By James Bourne, 01 April 2015, 0 comments. Categories: Case Studies, Customer Experience, Marketing Cloud.

Consumers cynical over content marketing motivations

Branded content is one of the hottest topic in marketing just now but a new report suggests that consumers are beginning to distrust branded content and the motivations behind it.

The research, from international content company ONE TWO FOUR, found that more than half (55%) of consumers believe that brands produce content just to make money. YouGov surveyed 2,000 UK consumers to assess their views on branded content.

Whilst of course that is the underlying business motivation the figures suggest brands have...

By Liz Morrell, 01 April 2015, 0 comments. Categories: Advertising, Branding, Content Marketing, Native Advertising.

How marketers should reassess their strategy after the clock change

(c)iStock.com/Tsuji

While many of us in the UK will be still moaning about the loss of an hour in bed last weekend British Summer Time actually offers a whole host of marketing opportunities that brands should be embracing this week.

That is the conclusion of eBay Enterprise, who says that brands and retailers need to adjust their marketing strategies to take advantage of the change of consumer mood now the clocks have gone forward.

It has identified four key opportunities it believes brands should be...

By Liz Morrell, 01 April 2015, 0 comments. Categories: Advertising, Branding, Campaigns, Customer Experience.

New study claims retailers believe they offer better service online rather than instore

With the ability to interact with customers face to face stores should be the epitome of customer service, yet a new survey suggests that it is online that is winning the battle for great customer service.

The survey found that 75% of retailers believe their customers receive the best service online – whether through website, mobile or app – compared to only 25% believing the best customer service comes from instore.

Commissioned by Dyn the survey, of 300 IT executives across 11 countries, is at odds with the...

By Liz Morrell, 01 April 2015, 0 comments. Categories: Branding, Customer Experience.

Organisational silos still hamper omnichannel strategies

(c)iStock.com/mathisworks

Organisational silos – rather than inadequate technology – continue to hamper the dream of an omnichannel presence for many companies according to a new report.

As businesses strive to deliver a seamless customer experience an omnichannel presence is vital – enabling a business to operate across whatever channel the consumer wants to use. And it’s something that’s high on the wish list for most with 79% of senior executives citing improving the customer...

By Liz Morrell, 31 March 2015, 1 comment. Categories: Customer Experience.

Mobile ad spend to overtake desktop by the end of this year

(c)iStock.com/TCmake_photo

By the end of this year advertiser spend on mobile ads will have overtaken that of mobile, according to a new report, meaning that advertisers must have a cross channel strategy if they want to ensure their message gets through.

The annual Global Mobile Report from Marin Software says that the continuing rapid adoption of mobile devices, as well as a corresponding surge in mobile ad clicks and conversions means mobile is becoming the channel of choice with the traditional conversion...

By Liz Morrell, 30 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.