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.

Lead intelligence: A better model for lead generation

We hear it so often that the phrase has become a punchline for a lot of marketers. But it’s no joke; marketing is under more pressure than ever to send actionable leads to sales.

Unfortunately, what happens more often than not is for more leads to appear. But more leads alone aren’t getting results. This whitepaper from on24 looks at ‘lead intelligence’, and gives best practice advice on how you can be more successful in your lead gen operations.

By James Bourne, 15 July 2016, 0 comments. Categories: CRM, Data-driven marketing, Paid Search.

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.