How to turn reviews into revenue: Making the most of positive customer feedback

The rise of online communities, peer review sites and social media has forever changed the impact of the customer voice. Customer feedback has evolved from something owned and managed by customer service teams to a force that influences every department across an organisation: product, HR, finance, IT, and marketing.

Marketing agencies are experiencing this shift more acutely than most as often, in these types of companies,...

By Alain Mevellec, 05 November 2018, 2 comments. Categories: Branding, Content Marketing, Customer Experience.

Brian Solis: On CMO pressure, nailing customer journey touchpoints and the rise of Influence 2.0

Brian Solis, principal analyst at Altimeter Group, explains why the role of the chief marketing officer is one of the most stressful in any forward-facing organisation. “The customer has dramatically changed; they’ve been dramatically much more connected, informed and empowered,” he tells MarketingTech. “Technology in marketing in general – you have cloud, artificial intelligence and machine learning now, all these different things you have to simultaneously...

How brands can play the driving role in the evolving influencer marketing arena

Influencer marketing has become all the rage in an industry where social media is increasingly at the epicenter. The early days of influencer marketing were characterised by a less than structured approach and lacked what would usually be considered a stitched-up strategy. Then larger brands began dabbling in the space under the advice and counsel of third-party influencer marketing specialists, who brought methodology to the process. The net result was a rise in...

By Kelvin Cery, 18 October 2018, 1 comment. Categories: Campaigns, Content Marketing, Social Media Marketing.

Improving the buyer journey by cutting through the noise

No matter where they are in their journey, buyers have access to more information than ever before. While companies think that providing more content is helpful, buyers can find it overwhelming.

For this reason, buyers find it easier to put off a buying decision rather than make one. In order to differentiate from market competitors, organisations need to provide prospects with exactly the right content, at the right time, in a...

By Matt Suggs, 11 October 2018, 0 comments. Categories: Campaigns, Content Marketing, Customer Experience.

How to master a marketing communications audit

You spend valuable time and money crafting your marketing messages, but do you really know what your company is saying? Sometimes the message you think you’re sending isn’t always the one that’s being received. It's important to occasionally take a step back and conduct an in-depth audit of your customer communications plan — particularly where loyalty is concerned — to ensure you’re sending out a cohesive message that upholds your brand...

By Sandra Gudat, 01 October 2018, 0 comments. Categories: Best Practice, Content Marketing, Customer Experience.

#DMWF Europe: Three observations from Digital Marketing World Forum

A former 19th century-commodity exchange standing bold, brick-red, but very much at home in the dead centre of Amsterdam, the Beurs van Berlage seemed a fitting home for #DMWF Europe (Digital Marketing World Forum) 2018.

It was a conference that held a pervasive frankness around industry shortcomings, a respect for tradition and legacy, and a crucial but measured awareness of how the digital world is evolving around us. If there was one lesson to be learned from #DMWF...

By Mark Jones, 20 September 2018, 0 comments. Categories: Advertising Technology, Content Marketing, Data-driven marketing.

#DMWF Europe: 10 tips from TomTom on thought leadership strategies

Think of TomTom and you’ll probably think navigation systems but, according to Nicoleta Anton, that sole association is hampering its lesser known work with autonomous vehicles and smart transportation. The company’s global content marketing specialist, Anton has turned to content marketing - more specifically, thought leadership - in order to promote TomTom’s growing authority with emerging technology.

Defined as “a type of content marketing where you tap into the talent, experience and...

By Mark Jones, 19 September 2018, 0 comments. Categories: Commerce, Content Marketing.

Keep a step ahead: embrace new social media platforms for influencer marketing

It’s fair to say we’ve evolved significantly from our 18th century ancestors, in every possible area of our lives, but when it comes to influencer marketing…? Well it turns out Wedgewood and the Royals were playing our game long before social media came into the fore. 

Luckily, we’ve amassed a wealth of experience and knowledge about how to make...

By Mark Bassett, 24 August 2018, 0 comments. Categories: Best Practice, Content Marketing, Social Media Marketing.