Transparency in advertising is simple – just ask for it

Transparency is surely one of the advertising industry’s favourite buzzwords. And yet, for a term so oft-used, it maintains an aura of mystery - it is the holy grail of advertising, highly sought after but seemingly so hard to achieve.

But this simply isn’t the case. Transparent relationships are so much more straightforward than ones built on ambiguous foundations.  And how to achieve such a relationship? Well, in my view, it’s simple - you just need to ask for it.

Pinning transparency to the...

By Sacha Berlik, 27 April 2018, 0 comments. Categories: Advertising, Customer Experience, Personalised Marketing.

Frictionless marketing: How automation can drive better experiences

James Dyson’s inventions could arguably be used to define what frictionless business looks like. From the hairdryer to the vacuum cleaner, and now onto the electric car, his vision for innovation through simplification is an inspiration to many.

It was with surprise, then, that I read a news article recounting comments he made around how automation will boost employment and “should not be feared”. As a marketing professional I have long held the belief that business is about human...

By Connie O'Brien, 25 April 2018, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

Seeing through the issue of user data transparency: Five ways to get the balance right

When it comes to user data, companies seem to make the same mistakes again and again. The current Facebook/Cambridge Analytica disaster illustrates the flawed thinking and ambiguous policies that often lead to these breaches and the resulting erosion of consumer trust. 

In response, Facebook has disclosed some upcoming changes, including the creation of a new Custom Audience certification tool. However, it will take more than a few reactive symbolic “fixes” to regain consumer trust. Here are...

Does brain hacking have a place in your CRM program?

It is no longer a secret: Reward systems that trigger chemicals in our brains and drive user engagement are built into many modern technologies.

In fact, a piece published by The New York Times titled “How Evil is Tech?” questioned the manner in which social media applications leverage random reward loops. These psychological techniques are designed like slot...

Can the year of the influencer thrive through National Day campaigns?

With Mother’s Day and Easter disappearing into the distance for another year, many brands will be analysing the performance of their themed marketing campaigns. This year, there is even more of a compelling argument to include influencers in this strategy.

The 2017 festive season saw around half of young people purchase products promoted by popular influencers on social media - no wonder 2018 has been dubbed ‘The Year Of The Influencer’. With Father’s Day not far behind, brands...

By Aaron Brooks, 16 April 2018, 1 comment. Categories: Branding, Campaigns, Customer Experience.

Bravery: challenging the client

The best client-agency relationships involve a creative partnership – listening and inputting on both sides. The client knows their business and their sector best and may also have a strong in-house marketing and communications team. Meanwhile, the agency knows (or should know) the best routes to market and have a strong sense of what’s going to resonate most in the media and other external forums.

To simplify what can be a complex equation, it’s when content knowledge meets communications...

By David Morgan, 12 April 2018, 0 comments. Categories: Best Practice, Customer Experience.

If you want to disrupt – listen to the haters

Meet the 2017 CNBC Disruptor 50 companies. All CMOs who read this list do so hoping none of the companies on it are targeting their industries.

Disruptors aren’t interested in playing nice; they want to change the game. Enterprise leaders facing disruptive startups could find themselves outgunned if they don’t learn how to navigate a new type of battlefield.

Gillette was 

By Darshan Mehta, 03 April 2018, 0 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.

Its all about ‘LUV’ for relationship marketers

Power of LUV.

If you’re a relationship marketer, the questions you ask yourself at work sound very similar to the questions you ask when you’re dating. How do you go about giving a good first impression? What are ways to keep the conversation going? And how do you make your interactions meaningful?

There is a very similar give and take when it comes to creating great customer engagement. In order to foster a positive relationship in today’s crowded marketplaces, marketers need to put in the...

By Christopher Baldwin, 28 March 2018, 0 comments. Categories: Customer Experience, Personalised Marketing.

When a chatbot says sorry, does it really mean it?

Empathy is defined as ‘the ability to understand and share the feelings of another’. Whilst noticeably critical in personal communications, it turns out it’s equally as important in business. In fact, the more a company empathises with customers, the better it drives growth and productivity. Providing a sense of empathy will grant businesses a competitive advantage and customer loyalty – and do a world of good to their bottom line.

When customers use mobile apps, engage with frontline...

By Robin Collyer, 26 March 2018, 0 comments. Categories: Customer Experience.

Live chat bots and chat-bots edge out email

Technology is not only changing the way that brands interact with their customers, it also seems to be opening a gig generational gap between customers themselves. New research from Narvar and YouGov shows that contacting a company via email is falling out of favour with younger consumers.

The survey of 2,994 UK consumers, all of whom had bought something online in the previous six months, showed that millennials are 20% less likely to contact a retailer via email than baby boomers.

However, both age-ranges...

By Colm Hebblethwaite, 20 March 2018, 1 comment. Categories: Customer Experience.