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idea that brands can decide how and when to engage their customers – on their terms and according to their rules – is out of date.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.

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.

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.

Why bad data always makes for bad decisions

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We live in an increasingly digitised world where more and more of our day-to-day interactions occur via mobile app or online.  Every interaction in this digital world leaves a data footprint, with each footprint forming just one of the myriad parts of our digital identities. In an ideal world, this ‘identity data’ would allow businesses to gain real and valuable insights into their customers’ likes and...

By Karyn Bright, 28 September 2016, 0 comments. Categories: Big Data, CRM, Customer Experience, Data-driven marketing.

Why you need to swap channel-first for consumer-first thinking

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In the ever-changing world of marketing, barely a week goes by without a new way of reaching and engaging with consumers emerging.

From the rise of new technologies, such as augmented reality (Pokemon Go, anyone?) to new channel features, for example Instagram Stories, marketers face a plethora of new channels to explore. Finding a channel is no longer a problem, knowing what to focus on and why,...

By Christopher Baldwin, 14 September 2016, 0 comments. Categories: CRM, Customer Experience.

How to engineer a customer acquisition strategy

Facebook announced recently that companies can now send consumers automated chatbot promotions through its Messenger app within 24 hours of a customer-initiated interaction.

The ads are only sent to people who’ve already voluntarily started a conversation with a business, but the potential is huge because of Messenger’s 900 million users and its widespread links with advertisers.

Businesses are naturally...

By Scott Horn, 13 September 2016, 1 comment. Categories: CRM.

Is it possible to reactivate a dead lead?

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With so much focus on ROI in the modern business environment, it’s understandable that marketers want to maximise conversion rates from every campaign.

Efforts to personalise communication journeys and effectively nurture prospects through the funnel have never been so great. So, it’s pretty disheartening when the time comes to face the cold hard fact that a promising lead has gone dead.

But can that lead be resuscitated? Is there a best practice process to ensure the line of...

By Adam Oldfield, 24 August 2016, 0 comments. Categories: CRM, Customer Experience.

The importance of omnichannel marketing in bridging the 'isthmus'

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The brand and the consumer sit on either side of the 'isthmus of marketing'. This separation between the two can seem like a wide barrier or a narrow, slim, space.

It keeps the brand from reaching the consumer and the consumer from reaching the brand, and keeps them both from joining forces and both benefiting from the convergence of their needs and desires.

Brands need to build a marketing canal across the 'isthmus' to allow consumers to select the lane or lanes that best fit their needs...

By Thaddeus Kubis, 16 August 2016, 0 comments. Categories: Content Marketing, CRM.

How to use customer loyalty to improve CRM

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Fred Reicheld, who invented the net promoter score (NPS), describes it as “the one number you need to grow.” He’s not entirely wrong.

NPS can provide you with a window into your key relationships and a clear idea of how happy your customers are.  

But the process of building relationships, cultivating loyalty, and turning buyers into true promoters is multi-faceted. So, to get the most out of NPS, you need consider how it fits into your wider CRM strategy.

Wider...

By Peter Linas, 16 August 2016, 0 comments. Categories: CRM, Customer Experience.

Marketing cloud giants join forces as Oracle snaps up NetSuite

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Marketing cloud giant Oracle has announced that it will acquire NetSuite for $9.3bn. 

It's entered into a definitive agreement which is set to close this year, and the sale is worth about $109.00 per share in cash.

Both NetSuite and Oracle are big players in the cloud marketing landscape. Oracle has an entire cloud-based marketing package that focuses on automation and analytics and NetSuite has a strong marketing automation portfolio which includes an integrated CRM.

The...

By Rachael Power, 28 July 2016, 0 comments. Categories: Automation, CRM.

What's next for nextgen marketing and martech?

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Both at my own company and elsewhere I’m increasingly hearing the expression next generation (or ‘nextgen’) being used in reference to marketing technology. 

This has got me thinking about what it actually means, and who gets to decide whether a new software product or release qualifies being defined as part of the next generation?

In human terms, each generation of children replace their parents, who in turn replace the grandparents’ generation.

However,...

By Ian Fremaux, 26 July 2016, 0 comments. Categories: Automation, CRM, Data-driven marketing.

How improved data quality management helped Comic Relief boost fundraising campaigns

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The charity sector has been undergoing a public trust crisis in the past few years, with direct fund raising techniques part of the concern. According to the latest figures from the Charity Commission, trust in charities is at its lowest point since the Commission started asking about it back in 2005, with public trust dropping to 5.7 out of 10, down from 6.7 this time last year.

As anyone involved in direct marketing of any description will know, data is the bedrock of a...

By Joe Galsworthy, 22 July 2016, 1 comment. Categories: Big Data, CRM.

Why you should use LinkedIn as a CRM component

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There are so many social platforms today that facilitate varying levels of professional networking opportunities, so a question I’m often asked is: why should an organisation invest in a CRM system? This issue again came to the fore recently when Microsoft announced the acquisition of LinkedIn.

Unquestionably, there are many who see the value in using LinkedIn to expand their networks and connect with people. Then there are those who don’t use LinkedIn at all.  At the...

By Dave Harris, 14 July 2016, 0 comments. Categories: CRM, Data-driven marketing.

CRM talent: How to define your job role

Digital disruption is profoundly changing marketing roles. The birth of the digitally empowered consumer has turned the tables on traditional business-consumer relationships, resulting in the constantly increasing influence of customer satisfaction on business growth.

Maintaining customers’ loyalty has turned into a digital battle, fought with the weapons of predictive analytics, data-mining, creativity and innovation. Leading the troops are the Directors of CRM.

Director of CRM is a relatively new...

By Pini Yakuel, 08 July 2016, 0 comments. Categories: CRM, Customer Experience.

Heathrow Airport launches marketing on Chinese platforms WeChat and Weibo

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We write a lot about being where your customers are here at MarketingTech, and it seems Heathrow Airport’s marketing department is now doing exactly that.

With a record number of Chinese visitors to the UK in 2015 and rising (nearly 270,000, up 45% on the previous year), the airport’s launched on Chinese messaging apps WeChat and Sina Weibo.

It’s also hired a Chinese digital marketing agency, Qumin, to launch...

By Rachael Power, 06 July 2016, 0 comments. Categories: CRM, Social Media Marketing.

How can we keep tabs on the growing martech toolkit?

A digital marketer is spoiled for choice if they’re in the market for tools - and let’s be honest, who isn’t?

It’s fair to say that we’re almost driven to distraction in the search world for the right tool for the right job. Every paradigm shift needs a new tool, every new platform opens up a fresh opportunity and there are additional workflows which can be shortened or optimised.

Spending on marketing technologies within in-house marketing teams or...

By Chris Green, 28 June 2016, 0 comments. Categories: Best Practice, CRM.

The third wave of CRM: How human is your technology?

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Technology is increasingly designed to meet human requirements. We have moved into an age in which the Internet of Things (IoT) is enabling us to better connect our digital and physical worlds; many devices now have the ability to understand and respond to our needs by - dare we say it - thinking.

Technology developers of all kinds, from car manufacturers to software designers, are increasingly recognising the need to integrate their tools with real human behaviours in order to...

By Peter Linas, 24 June 2016, 1 comment. Categories: CRM.

CMOs are gearing up to change their digital platforms

The majority of CMOs plan to invest in their digital platforms over the next year, according to new research.

While this may not come as an all-out shock to those in the marketing industry, it's very good news for digital vendors - as a further 20% of CMOs said they want to invest straight away. 

Wordpress hosting provider WP Engine recently quizzed senior marketing decision makers on their pressure points and strategy around digital platforms for the...

By Rachael Power, 02 June 2016, 1 comment. Categories: CRM, Publishing.

How to become a more agile marketer

Bob Dylan once sang “the times, they are a changin'"; and while he might not have been thinking about marketers when he wrote the song, the sentiment is apt.

When it comes to campaigns, marketers used to plan, execute, analyse then adjust; but that leisurely place won’t cut it today. Consumers expect immediacy and because of this, so do businesses themselves. If you’re taking time to think, you’re already too late.

Agility is crucial

Planning, analysis and execution have to be carried...

By Mark Armstrong, 01 June 2016, 0 comments. Categories: CRM.