Salesforce state of marketing report: Customer experience and engagement key

Picture credit: Salesforce

Marketers are now using customer satisfaction and customer engagement as their top measures for success, according to a new report from Salesforce released this week.

The Salesforce 2016 State of Marketing report, which was based on a survey of 4,000 marketers globally, also found that nearly two thirds (65%) of marketers have adopted a customer journey strategy as they increasingly realise the importance of customer journeys to successful strategies. 88% said that a customer...

By Liz Morrell, 31 March 2016, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Why marketers need to clean up their act on customer data

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Businesses are wasting their marketing efforts and need to do more to understand and manage their customer data if they want to be truly successful, according to a new report from Royal Mail Data Services. The survey showed that 70% of organisations were holding out of date or incomplete data about their customers leading to largely ineffective marketing attempts.

In an age where businesses are trying to capture details of their customers across all channels the survey, undertaken in...

By Liz Morrell, 21 March 2016, 0 comments. Categories: Advertising, Customer Experience, Data-driven marketing.

Marketing moving ahead of IT in software spend decision making

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It used to be the domain of the IT manager, but new research suggests that two thirds of marketing managers are now making the call on purchasing new marketing software.

The study, by digital transformation business Squiz, seems to show that both marketing manager and IT manager agree that the shift in decision making has needed to happen with only 45% saying that they believed that such a purchase decision lay with the IT manager.

When it comes to where marketers are investing, the...

By Liz Morrell, 14 March 2016, 0 comments. Categories: Automation, Best Practice, CRM, Customer Experience.

Brands still failing to respond to online customer queries well enough

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In the world of the always-on consumer it’s expected that brands and companies react just as quickly – especially when it comes to customer queries. But a new survey shows companies are still failing on this.

Although brands performed better at responding to customer service queries via social media than email, rates were still low with UK brands answering 48% of queries on Twitter and 44% via Facebook. This compared to UK brands answering only 38% of questions via...

By Liz Morrell, 09 March 2016, 0 comments. Categories: Branding, Customer Experience.

Are loyalty schemes a game changer, or have they lost their way?

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Brand loyalty, in marketing terms, describes a customer’s commitment to repurchase and can be demonstrated by the repeated buying of a product or service. It also refers to other positive behaviours, such as word of mouth advocacy and often a willingness to go on a metaphorical journey with that company, following and commenting on their every move.

However, organisations nowadays are struggling to capture and bottle this loyalty and retaining customers is consistently...

By David Eldridge, 09 March 2016, 0 comments. Categories: Branding, Customer Experience.

Why senior leaders need to do more to embrace marketing and brand values

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Business leaders need to do much more to get the most out of their brand with marketers frustrated at their bosses’ failure to maximise their brand efforts, according to a new report from the Chartered Institute of Marketing (CIM).

Releasing its Brand Experience report at the CIM Brand Summit this week the report showed that two-thirds (67%) of marketers believe that senior leaders fail to gain the maximum value from their brand by failing to embed brand values throughout their...

By Liz Morrell, 08 March 2016, 1 comment. Categories: Best Practice, Customer Experience.

Ad blocking continues to rise – but users understanding why they shouldn’t block

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Users are proving more intolerant of online ads than ever with the number of British adults using online ad blockers rising from 18% in October to 22% now. However, they are also more likely to turn their ad blockers off if websites told them it was the only way to access such content – indicating perhaps that the message that ads are needed to support free content may be getting through.

The results come from the latest UK Ad Blocking Report, conducted online by YouGov, for the...

By Liz Morrell, 07 March 2016, 2 comments. Categories: Advertising, Advertising Technology, Customer Experience.

The myth of customer experience and the emergence of brand experience

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We all know what a customer experience (CX) is. To many, it is the holy grail of marketing metrics. Yet I think as important as the CX may be, of greater importance overall is the view, the big picture, of the brand experience (Bxp).

Am I splitting words? Not really. Are the terms interchangeable, or are they something very different? As with many things in life and marketing, the view, your point of view depends on your position on the hill.

Let’s start with a few online definitions.

By Thaddeus Kubis, 04 March 2016, 0 comments. Categories: Customer Experience.

Data privacy and personalisation: Why marketers can have their cake and eat it

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The use of data to personalise company communications is axiomatic in digital marketing. Marketers were among the first to leverage the vast amounts of data companies now collect to allow them to offer more relevant products and services to consumers.

And these methods are only becoming more sophisticated. The world’s largest companies are now thinking of ever-more inventive ways of collecting data through the rising number of devices and channels we connect to. With

By Chris Smith, 03 March 2016, 0 comments. Categories: Customer Experience, Personalised Marketing.

How video marketing opportunities are opening up for smaller businesses

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Harnessing the power of video for marketing is a challenge for any business, but for small to medium sized businesses more limited on resources, it can be even more daunting, with costs high and producing high-end video complex.

However smart video storytelling application Magisto claims to be changing that with the extension of its platform to enable smaller businesses to more easily use video as part of their marketing mix.

The company has introduced user interactivity into its patented...

By Liz Morrell, 29 February 2016, 0 comments. Categories: Customer Experience, Video & Audio Marketing.