Manchester United and HCL Technologies partner for ‘digital transformation’

Picture credit: MarketingTech

Manchester United has announced a 'digital transformation' partnership with HCL Technologies to analyse and enhance the relationship with the club's 650 million strong global fanbase.

The two organisations will create a United Xperience innovation lab, housed within United's Old Trafford stadium, which will essentially become an incubation pod for creating a unified fan experience and increasing engagement through building digital platforms.

HCL already has six similar hubs in...

By James Bourne, 03 September 2015, 0 comments. Categories: Data-driven marketing, Gamification, Web Analytics.

Exploring the Coca-Cola brand – and why it continues to be irreplaceable for consumers


Coca-Cola is undoubtedly one of the world’s most valuable brands. Even if it isn’t the most valuable anymore – its 13 year stretch at the top of Interbrand’s list was broken by Apple in 2013 – the brand continues to carry tremendous weight, as new research from market research insight provider Instantly reveals.

According to the figures, almost half (48%) of UK...

By James Bourne, 18 August 2015, 1 comment. Categories: Branding, Campaigns, Case Studies.

Why we should be careful in how we assess mobile marketing today

(Image Credit: iStockPhoto/NorthernStock)

As mobile marketing matures, we should take care in how we define it, progressing from using mobile as just a conduit for delivering brand messages to concentrating on the app experience.

That's the view of Tom Farrell, senior marketing director at mobile marketing automation provider Swrve. The company has just announced record breaking quarter figures, shifting global...

By James Bourne, 06 August 2015, 0 comments. Categories: Mobile Marketing.

Dawsons Music and GoInStore partnership aims to “close gap between online and offline worlds”

(Picture credit: Dawsons Music)

A new initiative from GoInStore and Dawsons Music aims to enable customers of the retail chain to browse its inventory through smart glasses worn by shop staff.

Visiting the Dawsons Music retail website takes you to a video stream where a member of staff can guide you through the store's products. The audio is two-way, meaning customers are essentially on the phone to a representative but with the key added visual element. Naturally a set of analytics, based on behaviour,...

By James Bourne, 05 August 2015, 0 comments. Categories: Customer Experience, Personalised Marketing, Wearables.

What makes video content marketing great? Follow these key principles


There is a cartoon from Tom Fishburne of Marketoonist where a young child says to her father at bedtime: “Daddy, instead of a story, can you read me some branded content?” Even though the cartoon was penned in 2013, the message still resonates. Anyone reading this will know content marketing can be a jewel in a campaign’s crown, but if it’s too obviously ‘branded...

By James Bourne, 10 July 2015, 0 comments. Categories: Best Practice, Video & Audio Marketing.

How Twitter and Facebook users react to social posts by country and by day


A new research study from Lithium Technologies and Klout reveals Twitter is the key platform for quick audience engagement, with reaction times differing greatly by continent.

Jeremy Waite, now head of digital strategy EMEA at Salesforce Marketing Cloud, famously said in his ‘80 Rules of Social Media’ that the average half life of a tweet was between six and seven minutes. Given this was put up more...

By James Bourne, 06 July 2015, 0 comments. Categories: Campaigns, Social Media Marketing.

Getting the right hook: How a golf app developer is using wearables for retargeting


The American novelist Nicholas Sparks, in Dear John, writes: “No matter where you are in the world, the moon is never bigger than your thumb.” Let’s paraphrase that slightly: no matter where you are in the world, there will be someone, somewhere, writing a piece on wearable technology and how it can be deployed in marketing.

Some companies, however, are ahead of the game. Take Shotzoom. The company, by its own definition, “creates market...

By James Bourne, 29 June 2015, 0 comments. Categories: Case Studies, Mobile Marketing, Search Marketing, Wearables.

Freemium models and digital services: When do you pull the ladder up?


If it wasn’t clear enough already, it’s painfully obvious now: if you’re offering a service you expect users to pay for, you need to give them a freemium option to begin with. But you might be losing out if you can't upgrade your freemium base.

Recent research from e-commerce provider Avangate, of 1000 consumers, makes the priorities clear. 97% of users prefer flexible purchasing options when selecting premium...

By James Bourne, 26 June 2015, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, M-Commerce.

The CMO and chief marketing technologist: A match made in data heaven?


As marketing becomes ever-more data-driven, the need for technology-savvy CMOs and heads of marketing is increasingly apparent. It's not a new concern: back in 2012, Gartner said that in five years, the CMO would spend more on IT than the CIO.

Three years hence, the figures may not be bang on, but the trend certainly is. Here's another, more recent Gartner finding. 81% of large organisations - those who make more than $500m in revenue each year - hire 'chief marketing technologists'...

By James Bourne, 01 June 2015, 0 comments. Categories: CRM, Data Science, Data-driven marketing, Personalised Marketing.

How Klout is shaping the conversation for brands and consumers to benefit

Picture credit: Flickr/Jason Howie

It’s no secret that brands are having a tough time of it on the social web. They’re not in control of the conversations, they get slammed if they say something, they get slammed if they don’t say something. To top all that, consumers expect a greater level of service from an always-on system. It’s enough to make you hand in your notice and take up lion taming for an easier life.

There are upsides, however. Among the vast swathes of anger and...

By James Bourne, 30 April 2015, 0 comments. Categories: Customer Experience, Social Media Marketing.

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.

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


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.

How Micro Focus transformed its legacy marketing platform and enhanced sales


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.

Apple dominates ‘most loved brands’ list: Understanding consumer preference


Enterprise social media analytics provider NetBase has released its Brand Passion report, with Apple taking home four of the top six rankings.

The iPhone finished top of the pile, with Apple itself finishing third, and the iPad and MacBook Air taking positions five and six. Sandwiched between them were Disney (#2) and boutique online retailer Etsy (#4), while rounding out the top 10 were Starbucks, Netflix, Chipotle and McDonald’s.

The methodology in putting this report together was a tad...

By James Bourne, 16 March 2015, 0 comments. Categories: Branding, Customer Experience, Social Media Marketing.

Why the in-store customer experience is key for marketing wearable tech


Almost half of Britons surveyed by experiential agency Fizz Experience are willing to spend £111 ($164) on a piece of wearable technology, with a majority saying the in-store experience is key to their making a purchase.

Even though online research was the most common method of looking up new products, according to 41% of respondents, 84% will ultimately purchase in-store,

By James Bourne, 13 March 2015, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Wearables.

Brightcove CEO David Mendels on wearables, video and the CMO outlook


If anyone’s ever had a campaign which hasn’t gone quite right, it’s always reassuring to know the marketing technology providers can also make the same mistakes.

Take video. B2B video marketing platform providers, such as Brightcove and Nideo, offer vital services to show brands where their campaigns are going wrong. Analytics readings tell marketers where customers are switching off, so they can rejig the length and message of the video.

As Brightcove CEO David...

AOP offers best practices for native advertising in wake of survey results


One in three consumers are more likely to trust native advertising than traditional advertising, according to a report from the Association of Online Publishers (AOP).

The report, which focuses on the impact of native advertising, or advertorial, uncovered a series of interesting statistics. Three in five (59%) consumers claimed to find native advertising “interesting”, while 42% more consumers said they found native ad drivers more interesting than traditional...

By James Bourne, 09 March 2015, 0 comments. Categories: Advertising, Native Advertising.

Are your email marketing campaigns matching up to the industry standard?


An industry benchmark report from email marketing provider has found open rates at nearly a quarter across all campaigns analysed and an increase in 17 sectors across 2014, with click rates declining at a small rate.

While overall opens hit 24.45%, mean click through rates were at 3.13% and unsubscribes at 0.55%, with median click through rates at 2.36%, and median opens at 24.22%. Mobile opens, at 53.9%, has overtaken the desktop.

Yet the devil is in the detail; the public...

By James Bourne, 06 March 2015, 0 comments. Categories: Best Practice, Email marketing.

Salesforce aims to take personalisation to the next level with Predictive Decisions

Picture credit: Salesforce

Cloudy software provider Salesforce has released Salesforce Marketing Cloud Predictive Decisions, a feature set which aims to fuse marketing and CRM data with contextual data and predictive intelligence to increase conversions and engagement.

The move follows a piece of research conducted by Forrester Consulting on behalf of Salesforce in August, whereby 42% of respondents admitted they had difficulty analysing data from all customer interactions.

Salesforce says marketers will be...

By James Bourne, 05 March 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.