Adobe’s purchase of Marketo’s B2B martech ‘resets the playing field’

Adobe has confirmed that it will be acquiring the privately-held cloud marketing software group Marketo from Vista Equity Partners for $4.75bn (£3.6bn). The sale price is a near $3bn (£2.3bn) mark-up on Vista’s 2016 purchase price of $1.8bn (£1.4bn).

The announcement yesterday followed rumours of an impending deal last week as reported by Marketing Tech, and speculation around the impact the...

By Mark Jones, 21 September 2018, 0 comments. Categories: Advertising Technology, Automation, Customer Experience.

With consumer trust at an all-time low - it's time for the digital industry to fight back

You don’t need statistics or sentiment analysis to tell you that the trust consumers have in digital advertising has reached a significant low. They can however put the scale of the issue into context. The lack of confidence in digital ads is well reflected in the rate at which ad blocking has grown over the last few years, so much so that eMarketer expects that a third of all...

By Damien Bennett, 19 September 2018, 0 comments. Categories: Advertising, Best Practice, Customer Experience.

Why users aren’t downloading your app – and what you can do about it

Low download numbers are a problem for any app – it means that users either aren’t seeing the app, or they’re seeing it and not liking it. Fortunately, it’s not an insurmountable issue – there are many factors that could lead to low download numbers, and each of them can be addressed.

These are some of the biggest issues that can prevent users from downloading an app, as well as solutions to each...

By Dave Bell, 17 September 2018, 0 comments. Categories: Advertising, Branding, Customer Experience.

How luxury retailers are delivering personalisation at scale

Luxury retailers invest heavily in creating a premium in-store experience, and for a long time, this has played a major role in their success and growth. However, as more and more consumers demand the convenience of online shopping there is a clear shift towards digital.

In luxury, we have observed that 25% of sales come from online with the rest in-store. In fact, McKinsey expects online luxury sales to triple by 2025, with...

By Simon Dean, 13 September 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, M-Commerce.

Five approaches for integrating promotions with live chat

Instant and text messaging has been around for a while now, and so people are used to sending messages to each other and to the organisations with whom they have a relationship.

An increasing number of people are therefore comfortable with communicating via live chat: a web service that enables customers to chat with sales representatives, technical support engineers or customer service agents via a...

By Graham Jarvis, 11 September 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce.

The top trends shaping CRM in 2018

The concept of CRM has shifted over the years from a Rolodex of business cards to a digital sales contact management system to its current incarnation as a fully-realised sales and marketing enablement solution. But as markets grow and fragment, and consumer behaviours and technologies evolve at a rapid pace, CRM must keep up with those changes in order to remain valuable to sales-driven organisations.

So what will CRM look...

By Dimitri Akhrin, 11 September 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

How to maintain control in the speed of ‘now’ – and turn social to your advantage

A brand’s success stands or falls on its public perception. There is a direct correlation between the trust that customers and the general public have in a brand and its overall profits. Social media has revolutionised not only the way that brands engage with customers and the public at large, but also the way that they operate and succeed... or fail.

In the UK alone there are currently

By Jonathan Barrett, 10 September 2018, 0 comments. Categories: Branding, Customer Experience, Social Media Marketing.

Mobile marketing mystics: Unlocking the potential of in-app advertising

Imagine it’s the 1980s for a second. You, a crystal-gazing marketeer, explain to your CMO that the future of marketing lays in mobile telephones.

‘Mobile phones! Pfft. They’re a yuppie fad, we don’t advertise to bricks,’ might come the scowling response of this 80s stereotype.

The derision wouldn’t be misplaced. For the first four decades that mobile phones existed, they were just that: mobile (as in, portable); phones (as in, well, a phone... for calling people). Outside...

Is your CX strategy consolidating your gains, or spreading itself too thinly?

Customer experience (CX) can have a big impact on your success as a business. A good experience can keep a customer coming back for years; conversely, a poor one will lead to lost business.

This can have a big material impact: according to the Institute of Customer Service, companies that provided customer service rated above the average saw higher sales – around 6.3% higher, based on the ICS UK Customer Service Index

By Simon Johnson, 05 September 2018, 0 comments. Categories: Advertising, Customer Experience.

82% of consumers have made purchases as result of content marketing

The time and skill needed, coupled with a lack of immediate results, means content marketing can often be treated as an afterthought in the composition of a wider digital marketing strategy.

New findings from B2B research, ratings and review company Clutch, however, reveal that 82% of people admit to having purchased a product or service from a company a result of consuming content.

While, at best, content is driving sales and, at least, it’s...

By , 24 August 2018, 0 comments. Categories: Commerce, Content Marketing, Customer Experience.