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.

Using customer insights for better engagement

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For many companies, the very thought of harvesting big data and analysing this to maintain and improve their customer engagement strategies can cause them to break out in a cold sweat.

The truth is that although the concept can seem daunting, the desired outcome is actually fairly simple. Think about all the times you feel engaged and connected to a favourite brand. The operative word here is feel.

A recent study shows 50% of customers cite how they felt about their interaction with a...

By Kate Nicol, 23 February 2015, 0 comments. Categories: CRM, Customer Experience, Data Science, Data-driven marketing, Personalised Marketing.

Marketing high-flyers lack digital university qualification

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The relentless pace of change in the digital marketing world means it is hard even for those in the job to keep up with change. It comes as little surprise, then, that universities have failed to keep up with relevant, timely courses that suit the needs of today’s digital employers.

A new study carried out by digital recruitment specialists The Candidate, reveals that only 49% of top digital professionals in the £88,000 to £130,000 per annum pay bracket...

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Digital advertising primed to take pole position

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Where traditional media once dominated digital marketing could finally be about to take prime position this year, accounting for half of all UK advertising spend in 2015.

The prediction comes thanks to the latest Advertising Forecast from Strategy Analytics which forecasts an £8 billion spend on mobile and internet advertising.

The figure is more than twice that of TV which at £3.8 billion has a 24% share. It also dwarfs predicted spending on print advertising at...

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology.

How can you deliver a personal, digital experience?

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Can you imagine what it was like when I started work 25 years ago? Computers were rare; we had to share one in the branch of the bank I worked in. We had no text messaging, no Facebook, in fact we had no Internet which meant no emails, no video conferencing and certainly no online shopping or applications. But we still ran a pretty good business, served customers well and made money.

But the world has changed. Digital services have never had more of an impact on our lives...

New study claims inRead video beats pre-roll advertising for effectiveness

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With YouTube having just celebrated its ten-year anniversary, a new report suggests the site may have to up its game when it comes to ad technology.

Traditionally the domain of the pre-roll specification the report proves that newer video advertising solutions are starting to steal the lead – and put the dominance of YouTube at risk.

The video advertising study has been conducted by Nielsen and compares inRead format advertising versus a skippable pre-roll format....

By Liz Morrell, 19 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Campaigns, Video & Audio Marketing.

Why digital plus human equals great customer experience

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If you listen to many experts, around one in two jobs in Europe is under threat from automation. In the digital world huge companies are able to service millions of customers with only a handful of staff, and the level of digitalisation will only increase, so what does this mean for the future of relationships between customers and companies?

While some books are predicting an end to the human face of companies, I am convinced that in 15 years’ time it will actually be the human...

Facebook’s new patent allows marketing to the most influential

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Trying to distinguish the influencers and experts among a sea of social media content consumers has always been tough, but the fact that Facebook has now patented a new way of doing it is likely to mean big change for the digital marketing industry.

The patent – entitled ‘Identify experts and influencers in a social network’ was granted this week, four years after first being submitted by Facebook ads boss Andrew Bosworth in 2011.

The new capability will allow...

By Liz Morrell, 18 February 2015, 0 comments. Categories: Commerce, Personalised Marketing, S-Commerce, Social Media Marketing.

Why customer profiles are the key to personalisation

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Personalisation has been around for a number of years now. Brands tend to focus on a single channel (often email or web) and concentrate on adjusting the content for a superficial personalisation experience.

Meanwhile the challenges brands face around the disparate state of their customer data are not addressed, resulting in a preference for broadcast marketing. Creating actionable customer profiles allows brands to break down their data silos, focus on the evolving data streams and...

Do B2B marketers have a trust issue when seeking external help?

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Outsourcing provides a company with experienced assistance that might not normally be available from its own internal staff, but could this solution be on its way out in B2B marketing circles?

Hinge, a professional services marketing, gathered responses from 530 professional services firms for its 2015 Professional Services Marketing Priorities report to find that only 13.2% exclusively use external resources.

The overwhelming trend is for these companies to favour having some form...

By Simon Holland, 18 February 2015, 0 comments. Categories: CRM, Customer Experience, Marketing Cloud, Personalised Marketing.

Software should do more to infiltrate the sales and marketing divide

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Sales and marketing departments are not collaborating enough and the onus should be on software companies to bring these silos together for the good of their business.

New research from CallidusCloud states that only 15.7% of respondents have aligned the two departments in their organisation, 63% do not fully share data and 62.5% have all or part of their lead data in systems that are only visible to marketing.

An abysmal 41% of sales and marketing representatives admitted using...