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, 0 comments. 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, 0 comments. 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.

Entering a new age of customer experience: Data, programmatic, and more

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While machine learning itself is nothing new, the speed at which data can now be processed, analysed and actioned has completely changed the machine-learning game. Readily affordable computing power, the quantity of data available, and algorithms we never thought we could use are now possible.

While the fundamental concept remains the same, machine-learning is now far more sophisticated, efficient and easily deployable – and the potential it offers to revolutionise customer...

Getting data management right: Using data to understand your customer base

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Fragmentation – it’s one of digital marketing’s biggest hurdles. As defining customers becomes increasingly difficult, brands across the UK are looking to understand and segment their audiences recognising that it is essential for brands.

With so many channels available for businesses to speak to their audience, there is more data available on customers than ever before. But where do businesses begin when it comes to breaking down all of this data to truly understand...

By Wojciech Bednarz, 11 January 2017, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science.

It's time to stop thinking like a salesperson - and start thinking like a marketer

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The sales cycle has completely changed over the past decade - and you may not have even realised.

What do I mean? Consider how you might buy a television. 10 years ago, if you wanted a new TV, most of us would walk into a Best Buy and ask the salesperson what the options were, and what were the pros and cons of each different make and model. Nowadays, if you were to make the same purchase, before you even go to the store you’ve read third-party reviews, examined specs online, found...

By Joe Hyland, 09 January 2017, 0 comments. Categories: CRM, Customer Experience.

TV marketing: The future is digital

Digital disruption has had a major impact on many different industries and shows no signs of slowing down. The marketing industry, in particular, has felt the effect of this shift and is already tackling the challenges – and opportunities – that digital can bring.

For many years, the medium of television has been a key tool for marketers when it comes to engaging with their target audience.

However, the days when viewers would only watch their favourite programmes on their TV have long gone;...

By Jens Nielsen, 19 December 2016, 1 comment. Categories: Customer Experience.

CX: Why technology without internal change doesn't work

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Customer experience is the business buzzword of the moment, but it is important to recognise that this is not a short term trend. Interest is being driven by technology that shifts the balance of power from business or brand to the consumer.   

Customer perceptions and actions are crucial for any organisation now looking for future success. Widespread interest in CX comes from recognising the relationship between consumer and company has changed.

Businesses need to respond and adapt...

By Brad Smith, 08 December 2016, 0 comments. Categories: Customer Experience.

The data opportunity for retailers this Christmas

With Christmas just weeks away, December will be one of the busiest and most high pressure time of year for most retailers.  

Obvious? Yes. But today’s customer expectations are rising and so are the stakes for brands to deliver a consistently positive customer experience, even during peak times. 

The retailers that succeed will inspire customer loyalty and confidence, establishing relationships that will continue long after the tree has been put away. 

Take Christmas grocery shopping as an example. We...

By James Eiloart, 02 December 2016, 0 comments. Categories: Customer Experience.

Five emerging customer service trends and what to do about them

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The customer service arena is undergoing an enormous shift. Digital transformation, and the widespread availability of new technologies, is rapidly changing the way customers and companies interact.

Indeed, for many successful brands, customer service has gone from being an afterthought or IT issue to a central part of the company’s strategy and offering. 

Here, we take a look at five emerging trends: 

1. Shifting customer priorities and expectations

While most brands know that...

By Nick Duggan, 02 December 2016, 0 comments. Categories: Customer Experience.

How a new measurement approach can help identify the best customers

When 81% of people have smartphones, and one third are mobile-only, it’s safe to say that the audience for content on the move and apps has grown. The data tells us that 86% of smartphone owners are regular users: accessing mobile apps every day.

This behaviour heightens the importance for content providers, app publishers, and advertisers to more closely monitor consumer mobile usage patterns every day.

Many companies are finding that traditional audience measurement services are grossly lacking for...

By Michael Read, 16 November 2016, 0 comments. Categories: Customer Experience, Data Science.

Why CGC is key to a successful marketing strategy

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In 2013, we launched the EGO POWER+ line of 56V Lithium-Ion lawn and garden products in a crowded and competitive market.

Partnering with the largest home improvement retailer in the field, we set out to quickly establish EGO as a serious alternative to more established, traditional gas-powered equipment brands.

Today’s consumers are tech-savvy and want to be informed when it comes to high-consideration products like lawn and garden equipment. Consumers research products in multiple...

By Joe Turoff, 16 November 2016, 0 comments. Categories: Content Marketing, Customer Experience.

Smart and connected TVs: What are the opportunities for marketers?

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Since the advent of the first TV sets in the 1930s that brought the cinema experience to the comfort of home, our relationship with television has undergone huge shifts.

Following the introduction of colour TV, the development of numerous channels with cable and satellite and the arrival of HD and now smart TVs, TV viewership is going through another major change. Second screens are radically changing the way people consume TV.

87% of consumers report

By Andrew Finkelstein, 15 November 2016, 0 comments. Categories: Customer Experience, Data-driven marketing.

Why all we want for Christmas is consumer insight

The festive lights are up on Oxford Street and Selfridges has unveiled a sequin-adorned Father Christmas window display. It can only mean one thing – the biggest shopping period of the year has begun.

Research from QVC predicts Londoners will spend almost £530 each on Christmas goods this year.

At a time when consumers are ready and willing to part with their hard-earned cash, retailers need to take every opportunity to deliver a relevant and engaging shopping experience. But with the complexity...

By Ken Parnham, 08 November 2016, 0 comments. Categories: Customer Experience, Data-driven marketing.

Christmas customer experience: Why site performance matters

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Customer experience is governed by how fast and responsive your online digital services are. But many seemingly well-designed sites can deliver surprisingly poor performance.

That’s going to be unacceptable regardless of the timing, but it’s especially critical when the festive shopping season starts. So what’s dragging down site speed and turning the online Christmas retail experience into a turkey?

Ironically, a great part of the answer actually lies in how online...

By Mehdi Daoudi, 07 November 2016, 0 comments. Categories: Customer Experience.

How marketers can pitch apps to the board

There are plenty of reasons for companies to invest in a mobile app these days, but that doesn’t make it any easier as a marketer to secure the budget to do it.

Whether you’re working in a start-up that needs funding or an established brand looking to extend your customer engagement, you’ll need to prove your app is worth the investment.

Requesting extra marketing budget is always a difficult task, and when it comes to investing in new technology where there isn’t always a proven test...

By Emma Humbey, 01 November 2016, 0 comments. Categories: Customer Experience.

The privacy pact: Setting the boundaries for data analysis

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What do you think of when you think of the word ‘privacy’? The NSA? Data breaches? The likelihood is that there isn’t a positive link. Privacy as a concept is intrinsically a good thing, but due to an exaggerated sense of paranoia around the subject, we now associate the term with spying, creepiness and intrusion.

Research from Mindshare uncovered the key reasons consumers...

By Ofri Ben Porat, 31 October 2016, 0 comments. Categories: Customer Experience, Data-driven marketing.

The customer service case for messenger and chatbots

Customer experience is the latest business buzzword.

Brands everywhere are beginning to understand the importance of providing the most efficient and pain-free customer experience to steal a march on their competitors – and with the recent publication of KPMG’s Nunwood’s UK Customer Experience Excellence top 100, CX best practise has again found itself in the spotlight.

An integral part of good customer experience is...

By Richard Elwell, 26 October 2016, 0 comments. Categories: Customer Experience.