How marketers need to adapt to new customer behaviours with the Apple Watch

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Having been the “invisible” exhibitor at Mobile World Congress against which other manufacturers’ smartwatch announcements were judged, Apple finally spilled the beans on its own wearable, the Apple Watch, at a special event on March 9. Six months after its initial announcement, the fruity firm finally revealed important details such as when the watch will be available to buy and how much it will cost. It is fair to say that it is expected to be yet another smash...

Apple dominates ‘most loved brands’ list: Understanding consumer preference

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Enterprise social media analytics provider NetBase has released its Brand Passion report, with Apple taking home four of the top six rankings.

The iPhone finished top of the pile, with Apple itself finishing third, and the iPad and MacBook Air taking positions five and six. Sandwiched between them were Disney (#2) and boutique online retailer Etsy (#4), while rounding out the top 10 were Starbucks, Netflix, Chipotle and McDonald’s.

The methodology in putting this report together was a tad...

By James Bourne, 16 March 2015, 0 comments. Categories: Branding, Customer Experience, Social Media Marketing.

Why the in-store customer experience is key for marketing wearable tech

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Almost half of Britons surveyed by experiential agency Fizz Experience are willing to spend £111 ($164) on a piece of wearable technology, with a majority saying the in-store experience is key to their making a purchase.

Even though online research was the most common method of looking up new products, according to 41% of respondents, 84% will ultimately purchase in-store,

By James Bourne, 13 March 2015, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Wearables.

Salesforce aims to take personalisation to the next level with Predictive Decisions

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Cloudy software provider Salesforce has released Salesforce Marketing Cloud Predictive Decisions, a feature set which aims to fuse marketing and CRM data with contextual data and predictive intelligence to increase conversions and engagement.

The move follows a piece of research conducted by Forrester Consulting on behalf of Salesforce in August, whereby 42% of respondents admitted they had difficulty analysing data from all customer interactions.

Salesforce says marketers will be...

By James Bourne, 05 March 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

Has context pushed historical insights into marketing data obscurity?

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Historical data has always been one of the most important ingredients for any digital marketing campaign, but in the age of the customer does it still hold the same importance it once did?

Marketing Tech spoke to several firms at the recent TFM&A event in London and it appears that 2015 might not only be the year of the customer, but also the year where company’s move away from the data land-grab strategy of old.

One advocate for this transition is Robin Collyer, marketing...

Record investment in digital marketing technology forecast for this year

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Companies are planning record investment in digital marketing technology this year, according to a new report from Econsultancy, in partnership with Oracle Marketing Cloud.

The research, part of an annual Marketing Budgets Report, found that 79% of companies are planning to increase their spending specifically on digital marketing technology – the biggest investment since the research was launched in 2010 and an increase of 13% on last year.

The number of companies planning the...

Have phablets ushered in a new era of mobile CRM?

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Phablets recorded their highest volume of sales in the last quarter of 2014 according to a GFK study and it has caused the CRM software industry to sit up and take notice.

These smartphones with a screen more than 5.5” in size now account for 12.8% of total device sales. It is a percentage that has been fuelled by drops in cost as average prices fall. For instance, in Europe prices decreased from $820 in Q4 2012 to $761 in Q4 2014.

All of which contribute to conditions that are...

Brands must do more to embrace customer lifecycle

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For all brands managing the customer lifecycle – rather than simply a one off transaction – is a challenge. A new survey suggests that many B2B organisations could be doing much more to understand how their marketing efforts should be supporting the customer lifecycle, missing out on revenue as a result.

Marketing professionals in 750 companies were surveyed in the last quarter of 2014 and first of 2015 by Gleanster Research, on behalf of Act-on Software, to understand...

Why personalising the customer experience is key to winning the retail battle

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According to Gartner, 89% of marketing leaders expect customer experience will be the primary basis for competitive differentiation by 2017. Customer experience is fast becoming the key battleground where retailers vie for our attention and wallets.

With instant access to pricing and product information, shoppers can switch between retailers in a heartbeat. Today’s consumer is more discerning than ever before, with higher expectations than ever before. As a result, retailers...

By Graeme Collins, 27 February 2015, 1 comment. Categories: Commerce, CRM, Customer Experience, E-Commerce, M-Commerce, Personalised Marketing.

Five questions for companies that want to survive in the age of the customer

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For Forrester, the last hundred years of commerce is defined by eras. The ‘Age of Manufacturing’ came first where large industrial companies, such as Ford and GE, made their names. 1960 to 1990 was the Age of Distribution when globally connected transportation systems, the jet engine and advances in logistics made household names of UPS and Toyota. Then, from 1990 to 2010 the Age of Information saw the likes of Amazon and Google become huge successes through globally...

By Adam Poole, 27 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.