B2B marketing: It’s time to talk to people, not companies

Over the past decade, the emergence of the digital age has meant that technology has invaded all aspects of our lives — and marketing is no exception. Big data, artificial intelligence, and rapid innovation mean that change is constant, and yet at the same time, we are also experiencing a back-to-basics approach in human-centric thinking.

B2B products and services have a reputation for being boring and hard to understand, and traditional marketing efforts haven’t done much to change this. Now,...

By Joyce Solano, 25 October 2018, 0 comments. Categories: Best Practice, Big Data, Customer Experience.

Brands are wrestling with personalisation, more than any other marketing tactic

Achieving a fully-personalised customer experience is something today’s marketing professionals dream about, where each customer feels the brand knows them and can anticipate their every need.

Get that right, and sales and loyalty will follow.

But while personalisation is at (or very close to) the top of the digital marketer’s priority list, it’s not proving easy to implement. In fact, a report by...

By Mark Jones, 19 October 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, Personalised Marketing.

Amazon first port of call for nearly half of online shoppers

The brand website is “losing importance” as a source of information for today’s shopper. Instead, Amazon now dominates as the first port of call.

In a report highlighting the retail giant’s growing monopoly in the world of e-commerce - if that were needed - inRiver surveyed some 6,000 consumers across Europe and found that just one in ten (11 percent) of shoppers will head to a brand’s website in the initial stage of purchase. Just 28 percent turned to a search engine.

Instead,...

By Mark Jones, 18 October 2018, 0 comments. Categories: Customer Experience, E-Commerce, Search Marketing.

Boost your company’s bottom line with secondary revenue streams

For marketing leaders, it’s essential to demonstrate commercial acumen, by having an awareness and understanding of not only your role and department but that of the wider business and its financial growth.

Particularly in the world of retail, which is continually evolving, marketers are hard-pressed to keep up with what their customers what, need and desire. Although competitive pricing and irresistible offers can...

By Richard Piper, 17 October 2018, 1 comment. Categories: Customer Experience, E-Commerce.

Customer comms giant Twilio to acquire SendGrid for $2bn

Twilio has entered into an agreement to acquire email API platform SendGrid in a $2bn (£1.82bn) bid to build out its leading Platform-as-a-Service, which virtualises the world’s telecoms infrastructure through APIs.

Used by more than 40K companies globally such as Airbnb and Netflix, Twilio lets software developers add capabilities such as voice, video, chat and messaging into their applications, backed by a “Super Network” connecting communications networks around the world.

With the...

By Mark Jones, 16 October 2018, 0 comments. Categories: Customer Experience, Email marketing, Marketing Cloud.

Where will technology take us – and what role will be play in the creation of our own future at work?

There is a point of time somewhere around 2045, according to futurist Ray Kurzweil, when our lives will be profoundly and irrevocably changed. At this point, computers, or rather AI, will surpass humans as the smartest kids on the block – a super AI intelligence that has long since passed the Turing test (when a human is unable to distinguish a...

By Max Eaglen, 12 October 2018, 0 comments. Categories: Automation, Customer Experience.

Why retail marketers should sideline AR and VR technology, at least for a while

Marketers are always on the hunt for the latest in innovative tech in a quest to snare prospective customers with the wow-factor.

Augmented reality (AR) and virtual reality (VR) are two such technologies touted as the next to revolutionise the retail landscape, however, a new study by Censuswide and payments provider Klarna suggests customers don’t share the same enthusiasm.

Interviewing 2,000 shoppers, the study revealed that four in five had no interest in these technologies, suggesting that marketers...

By Mark Jones, 11 October 2018, 1 comment. Categories: Advertising, Advertising Technology, Customer Experience, M-Commerce.

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.