What Darth Vader can teach us about gated content

Gating content – or putting a piece of marketing behind a paywall – is a contentious issue. On the one hand, marketers are often asked to demonstrate the ROI (return on investment) of content beyond stats such as social engagement, article views, or reach. Implementing a gate can add an extra layer of value.

For example, one of

By Tom Chapman, 23 August 2018, 0 comments. Categories: Content Marketing, Customer Experience, Data-driven marketing.

How Apple and Netflix are tackling their international business expansion goals

Yes – Apple needs China. Who can ignore a country with a population of over 1.3 billion that is experiencing a boom in middle-class incomes?  Not Apple.  And when it comes to business, sometimes concessions have to be made.  Now although this example is a more extreme one, the bigger picture is that for any business to break into any new market, local cultures and policies must be adhered to.  Business expansion is a complex process that...

By Dan Purvis, 22 August 2018, 0 comments. Categories: Branding, Customer Experience.

The missing EI in AI: Future workforces will still need a human touch

AI (artificial intelligence) technology is advancing at an exponential rate, and some workers are feeling nervous about what it might mean for their job security. But while AI offers many advantages, there is one factor hampering its full-blown adoption – a lack of emotional intelligence. Robots won’t take over from humans until they become advanced in reacting to emotional cues – an inherent aspect of a human workforce which remains very much needed.

AI’s numerous benefits

AI can...

By Tanmaya Varma, 22 August 2018, 0 comments. Categories: Advertising Technology, Automation, Customer Experience.

Why brands have been left wondering how to make friends and manage influencers

At the Cannes Lions festival in June, Unilever’s CMCO Keith Weed demanded urgent action to rebuild consumer trust before, like an ephemeral puff of smoke, it’s gone forever.

Unilever’s focus is on retaining trust amidst the rapid rise of influencer marketing and the concomitant issues of transparency, integrity and measurement. Now brand marketers everywhere are sharing the FMCG giant’s concerns and...

By Pau Sabria, 20 August 2018, 0 comments. Categories: Branding, Content Marketing, Customer Experience.

Why we’re missing the mark with consumer sentiment analysis

Sentiment analysis is widely used to supplement the analysis of text data in surveys, complaints, reviews and other customer feedback. In theory, sentiment analysis categorises opinions expressed in a piece of text just as a human might. 

However, as the volume and complexity of customer data grows, growing issues with sentiment analysis are providing flawed information and stopping companies from getting the full picture from their data; key customer feedback that could drive positive business change is...

By Dan Somers, 16 August 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Web Analytics.

What does good personalisation look like to the consumer?

Creating personalised shopping experiences has long been a priority for retailers.

‘Personalisation’ started out as the in-store sales assistant who could instantly infer basic information about their customers – gender, age, etc – as well as learn about their preferences and offer them advice throughout the browsing and buying journey.

As customers complemented – or replaced – in-store with online experiences, retailers sought ways to replicate this one-to-one approach,...

By Meyar Sheik, 15 August 2018, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Personalised Marketing.

The top four ways small online businesses can use AI automation for a better CX

The customer experience is becoming more important than ever to online businesses. Customers are already willing to pay more for a better experience, and 71% of businesses agree that a strong and positive CX is the best competitive advantage a brand can have.

When you are selling online, improving the CX is a task that never sleeps. Every part of the buyer’s...

By Manish Dudharejia, 14 August 2018, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

Clearing the ‘murky waters’ of non-loyalty customers

Loyalty schemes form a critical part of a retailer’s retention programme. After all, a happy customer is a returning customer.

But behind the machinations of loyalty is the data that sits behind the scheme, which gives the retailer the power to deliver personalised communications, offers and promotions, all of which add to the customer experience. Retailers analyse spend, frequency and items purchased to build up a view of what an individual customer looks like across all channels - online, mobile and...

By Andy Watts, 10 August 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, E-Commerce.

Embrace risks to build a culture of marketing experimentation

Emerging technology has disrupted the way marketers plan and implement any strategy. Whether it is investing in virtual or augmented reality (VR/AR) to bring a campaign to life or implementing artificial intelligence (AI) to manage and analyse data, technology is firmly ingrained in the daily lives of marketing teams.

However, with budgets squeezed and expectations mounting from executives, the pressure is on to provide a real return on investment. As a result, marketers have begun focusing purely on...

By Ginny Follen, 09 August 2018, 0 comments. Categories: Advertising Technology, Campaigns, Customer Experience.

Can martech really influence wider business processes?

Despite the mounting pressures being placed on marketers to do – and achieve – more, budgets are still being stretched to their limits. Investment in marketing tech is no exception, which means the business case for comms platforms and apps needs to be strong.

Previous articles have covered topics such as budgeting for marketing automation software and even