Marketers at loggerheads with consumers over personalisation effectiveness

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Most marketers may believe that they are delivering effective personalised experiences to their online customers, but this is at odds with the views of the very consumers they are targeting.

Predictive data service Lytics has released a report detailing how 53% of marketers are convinced by the competency of their personalisation strategy, however 80% of consumers insist brands show little evidence that they are familiar with their online purchasing needs.

Indeed, the same...

Personalised marketing: A primer

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We are all familiar with marketing personalisation, even if we don’t think we are. Those emails you get that recommend products or services? On site content suggestions depending on what you have recently viewed? That is all marketing personalisation, and it works thanks to some innovative tech going on behind the scenes.

This is so prevalent online now, that it has become the expected norm. It is no longer enough to simply round up your latest offers and send them over to...

By Oren Greenberg, 09 February 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Personalised Marketing.

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  • Use data to create simple, smart, and connected customer experiences
  • Encourage interdepartmental collaboration and internal brand evangelism 
  • Tell stories with your content to connect with consumers
  • Talk to your customer where and when they’re listening 

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By Richard Potts, 06 February 2015, 0 comments. Categories: Best Practice, Big Data, Customer Experience, Personalised Marketing.

Marketing and the power of personalisation

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There has been seismic change in the last decade alone. The development of new technologies, new tools, new channels and new rules has led to the emergence of increased consumer demands, more savvy customers and bigger requirements from the marketing profession than ever before.

Widespread reduction in budgets and the changing nature of customer communication demands more of marketing to generate better response rates and more effective engagement with consumers.

I want to discuss...

By Thomas Brown, 04 February 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

Retailers struggling to come to terms with unified commerce

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Retailers have long struggled with disparate, legacy systems that have hampered their ability to integrate true omni-channel strategies.

Yet despite the recognition that a unified commerce platform can pay dividends, little more than half of retailers (53%) expect to implement a unified commerce platform in the next few years. However over the next ten years 86% of retailers plan to implement a unified commerce platform.

The conclusions have been drawn from a survey of nearly...

By Liz Morrell, 02 February 2015, 0 comments. Categories: Commerce, CRM, Customer Experience, E-Commerce, M-Commerce, S-Commerce.

Is personalised video the future of marketing?

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Video has ranked number one as the big marketing trend for about as many years as I can remember and this year, analysts and commentators have started acknowledging that the real trend to watch for 2015 is not just video, but personalised video.

It is an attractive idea, combining the unarguable power of video with that of personalisation. After all, personalising emails can improve click-through rates by 14% and conversions by 10%, according to research group Aberdeen.

If you add the...

By Ben Moore, 02 February 2015, 2 comments. Categories: Advertising, Advertising Technology, Customer Experience, Video & Audio Marketing.

Marketing reimagined: From cost centre to revenue generator

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Perception is everything in marketing and a new study supplies evidence of the tainted view many employees have of their marketing department, however there are visible traces that this stance is weakening.

Forecast and advisory firm the Economist Intelligence Unit, which conducted research on behalf of Marketo, discovered that 68% of marketers believed the rest of their company viewed the marketing department as a cost centre.

Likely fuelled by misinformation, the study reports that...

By Simon Holland, 29 January 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Social Media Marketing.

Marketing technology industry set for explosive revenue gains

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Companies investing in marketing technology will continue to raise their budgets, with global vendor revenue forecasted to touch $32.2 billion by 2018.

The projections, part of an IDC webinar on the marketing software revolution, reveal a compound annual growth rate (CAGR) of 12.4% and total spend of $130 billion across the five-year stretch between 2014 and...

Do marketers need an automation education?

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Technology is at the heart of everything digital marketing is achieving today, but there are still some subjects that are beyond a subset of marketers.

Automation is one such topic where there is evidence of a knowledge, that is according to research by marketing technology provider Adestra, which revealed more than a quarter of marketers have never heard of marketing automation.

In an era when customer experience is at the heart of everything a marketer does, automation has...

Emojis and video: Does your comms strategy need an overhaul for the mobile consumer?

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The emoji heart was, perhaps not surprisingly, the most used ’word’ of 2014. It is the first time that the Global Language Monitor has awarded the title to a symbol, a significant moment for the English language.

New digital formats continue to change communications; text speak was the first widespread digital vernacular and, although it might be out of fashion now, we still use words derived from that language today. We live in an era of images and video,...