Customer engagement: How the three marketing superpowers have converged to drive results
Consumers are making companies work harder than ever to keep their business. With access to the borderless world of commerce at their fingertips, empowered customers are no longer willing to accept an unsatisfactory service or below-par product. There are no second chances: they simply move their custom elsewhere, happily flitting from one business to another.
These flighty customers are proving a challenge to marketers who know that they can attract customers with the 40+ physical and...
Cutting through the noise of marketing automation – and how to get it right
If you’re a marketer, you’ll have heard of marketing automation but too often the terms marketing automation and email marketing are used interchangeably. So what is marketing automation? In simple terms, marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management.
If you get it right, marketing automation helps you...
Why context is the key to unlocking true personalisation
Until recently, marketers have failed to evolve along with the customers they’re targeting. While consumers have changed their purchasing processes and preferences to align with the new technologies and channels available to them, marketers lagged behind.
Even when attempting to push offers through these new channels, marketers are often still using the most basic customer demographic data to target customers. This has continued the era of spam marketing and ineffective mass...
Marketers need to do more to deliver holistic customer journey approach
Marketers need to better integrate their marketing tech if they want to better deliver on a holistic customer journey approach to their marketing, according to a new whitepaper from Yieldr.
The approach is needed if they are to be successful since consumers are making more informed decisions and consulting more sources through more channels than ever. And yet some companies fail to do enough, the company claims. “Incorporating a DMP (data management platform) into your...
Situational marketing: The rise of the hyper-personal experience
If you take a moment to pause and review the evolution of marketing, one thing is very clear: marketing has gone from big and broad to small and hyper-personal.
Once upon a time, advertisements were virtually exclusive to newspapers and yellow pages. Then, technology leapt forward and we progressed to television advertising. Next, the internet age brought digital marketing to the forefront and, with it, a whole new set of marketing opportunities.
How harnessing customer data can help you optimise digital commerce performance
Do you know your customers? Do you really know them? Do you know each of them well enough to answer questions about a single shopper’s purchase history, demographics, and preferences? Probably not. But you can know them that well. And it’s likely you already have all the information you need to answer these questions.
The problem is, that information isn’t only in one place where it’s accessible and easy to analyse....
Poor content marketing and one in three customers will move, tech brands warned
The value of good quality content marketing is important in all industries but in the technology industry brands risk more than a third of their customers (34%) switching to a competitor if the content they produce falls in quality.
As well as risking customer migration to competitors such brands would also face brand harm, according to a new study by content marketing platform NewsCred. The study showed that low quality or infrequently published content would prompt more than a...
Case study: LuckyFish Games wins big with Facebook Custom Audience Campaigns
Finding the killer retention marketing channel is the dream of any marketer but last year retention automation platform Optimove claimed it had just done just that after its integration with Facebook Custom Audiences. And results since from a partnership with casino games developer LuckyFish Games shows just how powerful such an alliance can be, the company claims.
By integrating Facebook Custom Audiences Optimove claims LuckyFish games was able to run highly effective player marketing...
Mobile messaging vital for customer engagement and marketing
Mobile messaging still provides one of the most effective channels for marketing compared to email, new research has revealed. As such enterprises are increasingly using mobile messaging in order to improve customer engagement, the study found.
The report, Why Enterprises Use Mobile Messaging, from enterprise mobile engagement specialist OpenMarket, pulls together data from OpenMarket research and independent mobile technology...