The evolution of the inbox in 2020: Combining seamless customer experience with security
In recent years we’ve experienced a great shift in the way in which businesses are engaging with their customers. Giants of the gig economy, like Airbnb and Uber, have created highly potent customer engagement mechanisms right at the very heart of their operations. Today, because of this, UK consumers have come to expect contextualised, seamless and highly relevant communications.
Whether ordering food, looking for...
Why despite the hype AI could be failing your customer experience strategy
Though 80% of senior decision makers in the UK rate their customer service as ‘excellent’, their customers aren’t feeling quite the same. Our report ‘The Good, The Bot and The Customer Experience’ found there is a significant disconnect between what customers expect and what brands think they are...
The rise of ‘algorithm hacking’ – and how it may be leading marketers astray
Even though Robert Burns wrote the line “the best-laid schemes o’ mice a’ men/gang aft agley” more than 200 years ago, it still resonates. In the age of artificial intelligence (AI), many brands are learning this the hard way as a new generation of algorithm hackers subvert their use of cognitive technologies.
2020 in digital marketing: From brand-based to people-based identity and privacy pushes
Opinion 2020 is shaping up to be the year of people-based identity. Marketers are becoming increasingly engaged with trying to understand what this means to them, and how they should be incorporating a notion of identity into their business strategy. Across conferences this year, we’ve noticed heightened engagement from significant, game-changing brands - talking about identity on stage and running people-based marketing campaigns.
MarketingTech 2019 year in review: Influencer regulations, CMO battles, and social change
2019 in digital marketing, through the reporting eye of MarketingTech, has seen something of a two-pronged approach. While the exploration of emerging technologies and their use cases, from voice search to AI to blockchain, continues, it has been tempered with a more measured and nuanced focus.
While this publication found plenty of column inches to tell the stories those making the most of their technological bets this year, from
2020 needs to see the end of short-termism and clickbait digital marketing tactics
The end of clickbait digital marketing tactics has come. The signs are everywhere, if you know where to look for them.
We’ve spent years chasing short-term performance metrics and battling competitors for the fleeting attention of the world’s huge digital audience. The result? A clickbait race to the bottom. An insatiable thirst for consumer attention has lead brands toward a frightening (and unsustainable) marketing...
Why the greatest gift retailers can give consumers this shopping season is time
The busiest shopping season is well and truly upon us; Black Friday followed by Cyber Monday and the inevitable slip into the Christmas and New Year sales. Renowned as the most critical period for retailers and brands - make or break in some instances, the period will bring the usual bombardment of advertising, pop ups, offers and emails across every channel and medium. Consumers are not immune from the stresses and pressures that such a period of concentrated shopping brings.
Finding the right gifts remains one of...
How high quality data can either be the Holy Grail or Achilles heel for marketers
Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have evolved customer expectations and led to an unprecedented demand for instant gratification and high-quality, personalised experiences across all channels.
At the same time, there is a growing need for transparency, accountability and ethics in marketing, especially as additional states continue to introduce new data privacy laws. These rising standards bring a new...
Why marketers need to be clever with context to get their 2020 advertising strategies right
Which user data works best for marketing? A consensus has never been reached, so advertisers have always had to keep multiple plates spinning, from behavioural data and location data to IP addresses, cookies and beyond.
However, since GDPR came into force, it is no longer a question of whether advertisers have enough data points, but whether they are using them correctly. The Europe-wide legislation has suddenly made everyone conscious of the fact that companies are collecting and using their personal data...