Customer experience: Strategy vs reaction

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Despite the increased competition caused by global commerce and social media empowering the regular consumer, chief marketing officers (CMO’s) are not doing enough for customer experience.

Findings from Gartner for senior marketing executive community The CMO Club alluded to such as only 3% of the 105 respondents said that their business’ customer experience strategy was where they wanted it to be.

Customer experience was on the agenda for most CMOs, with 90%...

By Simon Holland, 13 January 2015, 0 comments. Categories: CRM, Customer Experience.

Why 2015 will be the year of the customer

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As 2014 came to an end, out trotted the year of the horse and shepherded in is the year of the goat according to the Chinese zodiac, that is. By comparison, the advertising tech calendar has its own oft-debated emblems - can you recall each time the year of the mobile was announced?

This new year, I’d like to take a stab in shaping our calendar based on a year’s reflection, a quick study of the LUMAscape movement and an ear to the ground for what is to come.

If 2014...

Case study: How finance brands use data segmentation to improve the customer journey

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As consumer confidence returns, the rise in people looking for credit provides lenders with a real opportunity. Ensuring those consumers can afford the credit remains top of the agenda, with recent regulatory changes designed to provide stronger protection for the consumer.

The key is for lenders to make the checks needed to satisfy the regulators and protect the customer but to do it in a way that avoids damaging customer experience and driving customers away. So, how can...

Six personalised marketing predictions for 2015

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2014 has been a huge year for marketing technology, with offline promotional targeting in retail innovating faster than online.

We are seeing a shift in consumer behaviour – the fear of data sharing is diminishing as the awareness of its benefits increase. Our research found that more than half of Britons (58%) say they are not concerned about the amount of data they share with brands, and fewer than a quarter (23%) of 18-24 year olds believing data sharing will be viewed...

By John Fleming, 19 December 2014, 1 comment. Categories: Customer Experience, Mobile Marketing, Personalised Marketing.

What will be the big trends for data-driven marketing in 2015?

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In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel,...

The evolution of email and CRM in 2014

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There were many big changes in 2014 in the world of marketing technology, however the change that really stands out for me was the bold and high profile acquisitions of specialist email businesses made by some of the biggest players in CRM.

Oracle bought Responsys, while IBM snapped up Silverpop. Meanwhile, Campaign Monitor raised a hefty $250,000. This is evidence, were it needed, that 2014 was another big year for email.

The big CRM providers are not only realising the need for...

By Dela Quist, 12 December 2014, 1 comment. Categories: CRM, Customer Experience, Email marketing.

How shame and guilt can be used to your advantage in marketing

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There are ways to ensure marketers are not fumbling in the dark when it comes to getting the most out of using emotion in their marketing campaigns. From billboards and adverts to their company website, my research shows that emotions such as shame and guilt can be used to create a favourable response from consumers.

The key point is that, though both are negative emotions, the effects they have are different. Consumers who feel ashamed are best targeted by campaigns which offer a...

By DaHee Han, 10 December 2014, 0 comments. Categories: Advertising, Branding, Campaigns, Customer Experience, Personalised Marketing.

Insufficient marketing talent for UK job vacancies as salary increases falter

Marketers have their pick of the litter when it comes to job vacancies in the UK, according to the latest document examining salary and recruiting trends to come out of recruitment company Hays.

By polling close to 500 marketing professionals and marketing businesses across the UK, Hays found that 82% of employers expected to encounter a shortage of suitable candidates when recruiting for a position.

It is likely marketing businesses are encountering problems because of the marginal 1.8% average salary...

By Simon Holland, 05 December 2014, 0 comments. Categories: Advertising, Commerce, Customer Experience, E-Commerce.

Avoid these seven cardinal sins of conversion at all costs

Getting traffic to your website is only half the battle, it is what you do with it once it is there that counts. If you are finding that you have a very high bounce rate and people are simply not interacting and converting on your site then you may be committing one of conversion’s cardinal sins.

1. Lust

This burning desire often occurs when there is a product that you simply cannot live without. Realistically this is what your conversion needs to be highlighting. This is the cardinal sin you need to be...

Argos rolls out digital receipts to nail down its single customer view

Consumers have been promised a paperless world for years and yet still happily accept paper receipts at checkout – stuffing them into a bag or wallet where they inevitably get lost or damaged. Yet digital, emailed receipts offer not only a better way for customers to manage their purchasing history, but also a more singular view for retailers of what, where and how their customers are shopping.

It is something Apple has been doing for some time but the news last week that Argos has become the first...

By Liz Morrell, 03 December 2014, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Personalised Marketing.