Location-based services: How brands walk the fine line between clever and creepy

Picture credit: Flickr/Jose Manuel Rios Valiente

Imagine two people have ordered two products online and they’re being delivered today.  One gets a text from the provider which reads: “Your parcel will be delivered in the next hour. You do not appear to be at your home address. Would you like us to redeliver it or deliver to another address?” The other gets a text which reads: “Your parcel will be delivered in the next hour. We see that you are 15 miles away from your home...

By James Bourne, 17 April 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Mobile Marketing.

From personalisation to contextualisation: Enhancing the customer journey

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It’s official - personalisation matters. The concept of personalisation has reached beyond the digital marketers and into the boardrooms and business functions of many types of organisations across the globe.

Digital personalisation is designed to provide a better customer journey by tailoring content, offers and even the web site experience itself to the needs and interests of the customer. This is done by leveraging both the...

By David Mennie, 17 April 2015, 0 comments. Categories: Customer Experience, Personalised Marketing.

Coca-Cola takes visitors on new brand journey with site relaunch

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Do you remember when company websites were just about the product and the company? Boring, boring, boring. Brands have been on a journey to raise the bar in terms of content onsite and with its launch of Coca Cola Journey this week the fizzy drinks giant may have got there sooner than most.

The company has launched Coca-Cola Journey – what it claims is “a new multimedia platform with a greater focus on storytelling". In truth it is simply a...

By Liz Morrell, 14 April 2015, 0 comments. Categories: Branding, Content Marketing, Customer Experience.

From customer to brand ambassador: The power of social

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Customer service is now the heart of marketing. Don’t believe me? Today consumers rely much more heavily on word-of-mouth recommendations – so much so that a great customer experience can become a company’s strongest marketing asset. In other words, getting the entire organisation aligned around the singular objective of creating a consistent, excellent customer experience is an integral part of marketing best practice.

Of course, aligning an entire brand with this...

By Fabrice Etienne, 10 April 2015, 0 comments. Categories: Big Data, Branding, Customer Experience, Social Media Marketing.

API launch enabling brands to engage through chat apps aims to change face of digital marketing

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The launch of the world’s first API that will allow brands to engage consumers through chat applications promises yet again to change the current face of digital marketing.

Cloud communications specialist Nexmo has launched the Nexmo Chat App API as the latest addition to its cloud communication portfolio of communications APIs and services meaning that brands are now able to choose whether to engage with mobile consumers via voice, SMS or chat applications.

The functionality...

By Liz Morrell, 09 April 2015, 0 comments. Categories: Advertising, Advertising Technology, Customer Experience.

How marketers can use wearables and end-user insights to improve online customer interaction

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Consumers make their minds up about a company within just a few seconds of viewing their website. Marketers are therefore under pressure to ensure it entices them into engaging with their brand and making a purchasing decision. But all too frequently there’s a disparity between the B2B brand messages on websites and what customers really want to know, which holds things back.

Research from

By Gawain Morrison, 07 April 2015, 0 comments. Categories: Branding, Customer Experience, Personalised Marketing, Wearables.

Why the US can still teach the UK about customer service excellence

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The UK has a long way to go to catch up the US on customer service if a new study is to be believed. Nunwood’s 2015 US Customer Experience Excellence report is based on 7,500 individual responses from US consumers covering 225 brands and shows that the US surpasses the UK in a number of areas when it comes to customer service excellence.

When comparing the two the study claims that US brands are 5% better on average than the UK with the UK currently at least five years behind...

By Liz Morrell, 02 April 2015, 0 comments. Categories: Customer Experience.

How Micro Focus transformed its legacy marketing platform and enhanced sales

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Micro Focus is certainly an intriguing company from a branding perspective. Its tagline is “application modernisation and management”, yet many will recognise the company as the de facto arbiter of the 55 year old COBOL language, made famous by Grace Hopper, as well as its Borland portfolio and IBM mainframes.

The company admitted there was a ‘lack of market awareness’ of the Micro Focus brand and turned to Oracle Marketing Cloud to transform its marketing...

By James Bourne, 01 April 2015, 0 comments. Categories: Case Studies, Customer Experience, Marketing Cloud.

New study claims retailers believe they offer better service online rather than instore

With the ability to interact with customers face to face stores should be the epitome of customer service, yet a new survey suggests that it is online that is winning the battle for great customer service.

The survey found that 75% of retailers believe their customers receive the best service online – whether through website, mobile or app – compared to only 25% believing the best customer service comes from instore.

Commissioned by Dyn the survey, of 300 IT executives across 11 countries, is at odds with the...

By Liz Morrell, 01 April 2015, 0 comments. Categories: Branding, Customer Experience.

How marketers should reassess their strategy after the clock change

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While many of us in the UK will be still moaning about the loss of an hour in bed last weekend British Summer Time actually offers a whole host of marketing opportunities that brands should be embracing this week.

That is the conclusion of eBay Enterprise, who says that brands and retailers need to adjust their marketing strategies to take advantage of the change of consumer mood now the clocks have gone forward.

It has identified four key opportunities it believes brands should be...

By Liz Morrell, 01 April 2015, 0 comments. Categories: Advertising, Branding, Campaigns, Customer Experience.