Philip Morris’ influencer campaign goes up in smoke following investigation

The influencer marketing ecosystem is one where a fine line needs to be trodden – as Philip Morris has found out to its cost.

The tobacconist announced earlier this week that it was suspending its social media campaigns after a Reuters investigation found one of the key influencers engaged for a new ‘heated tobacco’ device campaign did not fulfil the company’s internal standards and regulations.

AI in customer communications: Why the need for diversity is key

Technology truly has the power to move society forward—and we’re seeing it being adopted for good across the world. When it comes to healthcare, for example, AI is being used to process medical research in a way we’ve never seen before. In recent weeks, we’ve seen reports from UCLA that a new AI system can detect prostate cancer with the same levels of accuracy as experienced radiologists.

We’re...

By Alice Blair, 08 May 2019, 1 comment. Categories: Advertising Technology, Automation, Best Practice, Customer Experience.

Everything marketers need to know about Gen Z: Authenticity with individuality

After years of reading about the woes of marketing to millennials, it’s time for a new group of headlines. We’ve already seen articles that exhort the challenges of connecting with the first generation of consumers who have practically grown up online: Gen Z.

But Gen Z, for all the ways they seem to be changing the world around us, aren’t a mystery. We know exactly what these consumers want and, even better, we know exactly how to connect with them.

This is about to become a huge factor to...

Opinion: Building a marketing organisation that drives growth today

From the rise of online shopping channels to ad campaigns created for an audience of one, consumer marketing has changed more in the past ten years than it did in the previous 30. Despite that level of change and disruption, if you had put a few typical marketers from the 1980s into a time machine and sent them into the marketing departments of today, they would probably feel right at home. There might be a new IT department and a few other changes, but the job titles, structures, approach to performance...

By Björn Timelin, 12 April 2019, 0 comments. Categories: Best Practice.

What CMOs need to address today to protect their digital marketing efforts

Digital brings vast opportunities for CMOs to reach consumers anytime, anywhere, on a variety of devices and channels. But continuous evolution and innovation makes digital a fast-moving landscape, creating a plethora of challenges from technological understanding and financial accountability, to tackling hot topic issues such as, ad fraud and brand safety.

The rapid rise of digital has put CMOs on a steep learning curve and some are struggling to keep up...

By Victoria Chappell, 09 April 2019, 0 comments. Categories: Advertising Technology, Best Practice, CMO, Data-driven marketing.

How to increase demand generation through your website: Optimise throughout the customer journey

In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets.

Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and...

By Sylvia Jensen, 05 April 2019, 0 comments. Categories: Best Practice, Branding, Commerce, Customer Experience, Data-driven marketing.

Why cleaning your brand’s data is to key to improving accuracy and relevance

The goal of marketers is to provide customers with an outstanding experience that delights at every touchpoint and exceptional enough to ensure each individual’s journey ends with a purchase. But sometimes, we find that even when marketers think they are putting their best foot forward, some customers never respond.

Are brand marketers missing the mark? Or is their brand’s poor data-keeping practices...

By Grant Coleman, 01 April 2019, 0 comments. Categories: Best Practice, Big Data, Branding, Data-driven marketing.

The twilight of Net Promoter Score: Why NPS is failing CX professionals

It is widely accepted that superior customer experience (CX) drives revenue growth. Ever since Frederick Reichheld introduced the Net Promoter Score (NPS) in the 2003 Harvard Business Review, marketers’ focus has been seeing how customer experience can be captured. Often by managing the answer to the seminal question “On a scale of zero to 10, with 10 being highest, what’s the likelihood that you would recommend us (our company/brand) to a friend or...

By Dr. Alain Briançon, 27 March 2019, 0 comments. Categories: Best Practice, Customer Experience.

Blink and you’ll miss it: How to get the most out of short-lived social content

It is no secret that social media marketing is an ever-moving target. Up until recently there was a firm belief that the longer content remained accessible the more impactful it would be. Now, as counterintuitive as it may sound, there is a swing towards short-lived content, which has to do with Instagram’s rise in popularity.

Instagram is increasingly being seen by brands as a dynamic platform from which to share their more informal...