HCL Technologies CMO Matt Preschern: On content marketing and keeping the C-suite sweet

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Seth Godin, in his acclaimed 2003 book Purple Cow, succinctly described the biggest issue marketing departments around the world face. If an audience doesn’t have the money to buy what you’re selling, you have no market. If an audience has no time to appreciate your pitch, you’re invisible. And if they do have time but decide they don’t want it, you’re in even more trouble.

The book may be approaching its teenage years, but the situation today is more...

By James Bourne, 18 April 2016, 0 comments. Categories: Content Marketing, Data-driven marketing, Publishing.

DueDil takes aim at LinkedIn with latest social selling release

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B2B lead generation software provider DueDil is launching DueDil Connect to further integrate company’s networks and ease the selling process – and it has LinkedIn in its sights.

With Connect, users can map their contact network across a pool of public profiles, giving teams visibility on who to contact in an organisation, by whom, and whether it will be a warm introduction or a cold call. “It’s been my dream,” DueDil CEO Damian Kimmelman tells MarketingTech....

By James Bourne, 16 March 2016, 0 comments. Categories: Data-driven marketing, S-Commerce, Social Media Marketing.

Brand errors on mobile: How to learn from the millennial experience

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A study from mobile-focused agency Ampersand Mobile has revealed almost half of consumers surveyed have been given a poor mobile experience by brands, with one in three either being irritated or moving elsewhere as a result.

The survey, which polled more than 2,000 UK adults, argues brands should not simply provide a ‘tick box’ approach to mobile, with the need more pressing than ever given the continued proliferation of millennials in the workforce.

To demonstrate this...

By James Bourne, 12 February 2016, 0 comments. Categories: Branding, Customer Experience, Mobile Marketing.

IPG Mediabrands acquires Mubaloo for greater mobile marketing experience

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Global media firm IPG Mediabrands has acquired enterprise app development house Mubaloo to improve its mobile experience and bolster its UK presence.

The deal, which has been completed for “around a week or two”, will see Mubaloo housed in IPG’s Ansible mobile agency arm. IPG sees its four main digital service areas as programmatic, search, social, and mobile, and while the agency giant has managed to grow some of these areas organically in its business, it has...

By James Bourne, 08 February 2016, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Twitter expanding from 140 characters: Why it won’t solve the growth problem

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It has practically been an unmissable story: Twitter is set to expand its offering to more than 140 characters per tweet. To what exactly, nobody is sure. Re/code, who originally reported the story in September but came back to it on January 5, believe it is 10,000 characters, the current amount users are allowed per direct message.

Jack Dorsey, Twitter CEO and co-founder, posted a missive on January 6 which was low on specifics but high on intent. “We’ve...

By James Bourne, 08 January 2016, 0 comments. Categories: Social Media Marketing.

Manchester United and HCL Technologies partner for ‘digital transformation’

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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

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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

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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”

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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

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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

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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

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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?

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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?

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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-driven marketing, Data Science, Personalised Marketing.

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

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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

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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

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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

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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

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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.