Why data problems are proving costly for UK marketers

As marketers work to an increasingly complex and exacting set of performance metrics, new research from Royal Mail Data Services into the use and management of customer data reveals that UK organisations estimate poor quality customer data is costing them an average of 6% of their annual revenues. The myth that resolving data quality is a one-time fix is partially to blame.

The marketers we surveyed agree that data quality has the biggest impact on campaign response and conversion rates, yet nearly all...

By Jim Conning, 22 February 2017, 0 comments. Categories: Customer Experience, Data-driven marketing.

Can AI and IoT influence CRM? Only one in three firms have ‘ambitious’ plans

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Getting customer relationship management (CRM) right has always been pivotal, yet only a third of companies polled by marketing tech provider Wiraya say they have dedicated and ‘ambitious’ plans in place for their systems.

The study, which polled more than 500 respondents responsible for CRM systems within the UK, found a relatively even split; 34% say they work in a ‘traditional’ setting, using it continuously and commonly employing a CRM manager but without an...

By James Bourne, 21 February 2017, 0 comments. Categories: Advertising Technology, CRM, Customer Experience.

Customer experience in 2017: Learning from the positive

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The start of a New Year offers a chance for companies to reflect on market developments, and to stake their claim on what they see as the most important trends that will shape the landscape in the months and years to come. When it comes to customer experience (CX), unfortunately the temptation to dwell on disasters that took place during the preceding 12 months – of which there were many in 2016 – can prove too strong.

Learning from the past

While it can be useful to learn...

By Jeremy Griffiths, 15 February 2017, 0 comments. Categories: Customer Experience.

Salesforce launches extra-strong AI-flavoured Service Cloud Einstein

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Salesforce has announced the unveiling of Service Cloud Einstein, a new customer service platform which includes a beefed-up AI engine and aims to add intelligence ‘to every service interaction’.

The platform, which is a mix of the firm's current Einstein AI tool and Service Cloud, will be fully connected to CRM data across sales, commerce, and marketing departments, and offers a variety of features. Einstein Supervisor is a mix of several products, from...

By James Bourne, 13 February 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

How the next generation is shaping digital – and what this means for marketers

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Today’s ‘digital natives’ are one of the first generations to have grown up in a world where every aspect of their communication, entertainment, social activity, private and school lives are entwined with technology.

Initially conceived in 2011, the Amaze Generation Project – the first of its kind – set out to track how ever-changing technology has influenced the lives of a group of 10 – 15 years olds and observe how five years’ immersion in...

By Alex Comyn, 10 February 2017, 0 comments. Categories: Customer Experience, Mobile Marketing.

How AI allows intelligent marketers to market more intelligently

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By now, it’s a familiar narrative: The advent of artificial intelligence, along with contextual computing, will transform entire industries and leave nearly everyone — including marketers — jobless

Well, maybe not.

The fact is that AI and CC simply provide new ways of doing what marketers have always done: Track, measure, assess, and...

Why marketing is the true ‘game of games’: Could a video game be in your future plans?

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What connects the ever-increasing rash of zombie-based, end/beginning of civilisations series, history of now, robotic lifestyles, and topic-related movies? They all seem to pose the question: does media drive culture, or culture drive media?

I ask this question in part based on this story, as well as my recent readings, which include Pendulum, by Roy H. Williams and Michael R. Drew, Prosper, by Chris Martenson and Adam Taggart, and Tribes, by...

By Thaddeus Kubis, 09 February 2017, 0 comments. Categories: Customer Experience, Gamification, Mobile Marketing.

From CRM to CMR: How to make things work in the era of the connected customer

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The idea that brands can decide how and when to engage their customers – on their terms and according to their rules – is out of date. Attempts to tell customers what to think or how to buy now receive short shrift from today’s savvy shoppers. As we enter the era of Consumer Managed Relationships, power has swung firmly back in favour of the customer.

The shift from CRM to CMR represents a sea-change in the dynamic between brands and consumers, with brands scrambling to...

By Juliet Schuler, 07 February 2017, 0 comments. Categories: CRM, Customer Experience, Mobile Marketing.

Choosing the right CMS for your business: A best practice guide

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As spending on digital real estate and marketing grows, businesses must adapt their traditional models to make sure that their investment is worthwhile.

Where that budget should be spent is widely debated but what’s undisputed is that every business, small or large, private or public, needs a website – the most important digital asset of any organisation. And the backend to that website is the content management system (CMS), the unsung hero, where digital content can...

By Kevin Widdop, 07 February 2017, 0 comments. Categories: Best Practice, Content Marketing, Customer Experience.

Listen up: What marketers need to know about ‘listening devices’

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Why tap a command into your phone when you could get the same result from simply uttering a few words? Voice and listening technology is increasingly advanced and, combined with AI, more intelligent than ever. With so much buzz around the technology, you’d be forgiven for thinking that our future virtual assistants will resemble Samantha in Her or Jarvis in Iron Man. We may not be quite there yet, but things are moving quickly.

Almost every smartphone now sports some kind of voice...

By Rebecca Smith, 01 February 2017, 0 comments. Categories: Advertising Technology, Customer Experience.

Ad blocking will nurture greater creativity among marketers, CIM argues

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Will ad blocking be a boon or a burden for marketers? It’s a question which has fuelled many an industry event and roundtable over the past 12 months – and this publication has weighed in with its fair share too – but a new study from the Chartered Institute of Marketing (CIM) aims to give a more definitive answer.

The study, which was in partnership with YouGov and comprised...

By James Bourne, 31 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

How to ensure your email campaign grabs your customers’ attention

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In today’s mobile world, email is still one of the most, if not ‘the’ most effective forms of marketing. With the ability to access emails almost anytime and anywhere, marketers have the opportunity to reveal their products to the public on a much larger scale.

However, people can be apathetic towards a large chunk of the sponsored or branded emails they receive. In order to overcome a potential client’s indifference, one must be creative and relevant. New and...

By Kym Reynolds, 31 January 2017, 0 comments. Categories: Customer Experience, Email marketing, Mobile Marketing.

Moving from device to screen agnosticism in 2017 – and how to make it work

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I should make it clear that I am a sincere unbeliever when it comes to buzzwords in my industry. Neither is there a ‘jargon agnosticism’ for me; purely an atheism towards the very concept of waffle and piffle that permeates media as a whole.

I take great delight in hearing comprehensive mocking of the way I talk – it’s important to identify our professional flaws, and terms like ‘screen agnosticism’ serve only to confuse the audience into...

By Dom Mellin, 30 January 2017, 0 comments. Categories: Best Practice, Customer Experience, Mobile Marketing.

How artificial intelligence will revolutionise marketers’ lives

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Marketers are usually the ones responsible for creating the buzzwords that follow us everywhere we go; that is, until artificial intelligence (AI) turned the tables and made the whole marketing industry buzz with excitement. But will AI make life easier for marketers or will it, in the end, replace them?

We believe that AI will not replace marketers but enhance their knowledge and experience. AI will help unlock deeper customer insights, communicate with prospects and customers...

How omnichannel marketing makes siloed advertising channels a thing of the past

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The modern marketer’s greatest challenge is using emerging media to lift metrics across multiple platforms. For every opportunity presented by new media channels, marketers must overcome internal resistance and logistical challenges to transition away from traditional platforms.

Digital media constitutes one of the fastest-growing segments of advertising, making it a must for any campaign. Brands must aim to integrate desktop, mobile, tablets, and even...

By Tom Alexander, 26 January 2017, 0 comments. Categories: Best Practice, Campaigns, Customer Experience.

Defining the real purpose of marketing innovation

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Innovation is vital to every business – and to society too. By harnessing the creativity inside our companies we have the potential to make all our lives better. Innovation is the combination of creativity and implementation, to solve a human problem and critically, to create business value. 

It is much greater than simply a big idea or new piece of technology; it’s about putting your ideas into practice. Every company has hundreds of ideas, but...

By Peter Sayburn, 20 January 2017, 0 comments. Categories: Customer Experience, Data-driven marketing.

Why does customer engagement matter for retailers?

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The retail industry is a fiercely competitive one. The rise of eCommerce means that consumers can, and do, easily shop around for better deals, while today’s desire for speed and convenience risks eroding any sense of customer engagement and loyalty. In 2016 we saw a number of high street casualties falling into trouble as they struggled to keep pace with customers’ expectations and offer the right products.

This means marketers need to find ways to both retain their existing customers and...

By Karen Wheeler, 18 January 2017, 0 comments. Categories: Commerce, Customer Experience, E-Commerce.

Customer management in 2017: How better data could make us more human

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For several years there’s been a lot of chat in the marketing world about how technology has brought us to the age of the ‘empowered customer’.  A quick Google search for the phrase shows that some observers were making claims for this label to apply to the year 2014, only then to append the same to 2015 and then again to 2016. As we stand on the eve of yet another new year, I think we can work a little smarter in our predictions for trends in customer...

By Clint Oram, 16 January 2017, 1 comment. Categories: CRM, Customer Experience, Data-driven marketing.

Four ways to create a unified customer experience in a post-channel world

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Every marketer knows the route to true consumer engagement no longer runs along a single path. An explosion of innovative technologies, channels, and formats has created a complex, connected ecosystem where interactions are fragmented and unrestricted. Keeping up with the needs and wants of today’s consumers through the delivery of timely, relevant marketing communications requires marketers to convert ever-expanding streams of user data into actionable strategies.

Yet by...

By Joanna O'Connell, 16 January 2017, 1 comment. Categories: Commerce, Customer Experience, Data-driven marketing.

How Charlotte Tilbury listened to customer feedback to transform customer service

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“Beauty is not an exclusive club—there are no unattractive women, just some that don’t know they can be beautiful. They don’t understand the power of makeup and how it can transform their outer beauty, but also their inner confidence.” Charlotte Tilbury for Byrdie.

Charlotte Tilbury aims to make "every woman the most beautiful version...

By Matt Eames, 13 January 2017, 0 comments. Categories: Branding, Case Studies, Customer Experience.