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

©iStock.com/violetkaipa 

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

Picture credit: iStockphoto

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

Picture credit: iStockphoto

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.

Inbound marketing is your route to knowing customers

Picture credit: iStockphoto

Knowing your customers inside out in today’s marketing world is not only more of a possibility than ever before but more vital too. New research shows that marketers in the UK lead their way in this but shows that businesses still are not doing enough to embrace the inbound marketing opportunities that are available to them.

The survey, undertaken by Oracle Marketing Cloud and Forrester Research and released today, finds that of 523 marketing decision makers across a range of...

By Liz Morrell, 28 November 2014, 0 comments. Categories: Advertising, Campaigns, Commerce, Customer Experience, E-Commerce, Personalised Marketing.

Less talk and more action when integrating Marketing with IT, says study

Picture credit: iStockphoto

We have heard about the need for interdepartmental collaboration, but a new 2014 report from Forrester CMOs And CIOs Must Turn Collaboration Into Action published this month points out that there needs to be less talking and more action. 

The report follows this year’s annual survey by Forrester and Forbes Insights of 308 marketing and tech management leaders to understand how CMOs and CIOS are collaborating across four core dimensions: people, process, technology, and...

By Liz Morrell, 26 November 2014, 0 comments. Categories: Big Data, CRM, Customer Experience, Data-driven marketing, Data Science.

Consumers are wising up to their power as social influencers

Picture credit: iStockphoto

Targeting key influencers on social media to help get a marketing message out is a tactic that is proving successful for brands, but consumers are beginning to realise just how vital they are to this strategy.

Mobile gamification company 3radical has released the findings of a survey where it polled the opinions of 600 UK consumers, with 87% saying they were looking for a reward before reading or responding to a brand’s message.

An additional 50% then said a reward had become...

How the Internet of Things is set to break the mould for customer experience

Picture credit: iStockPhoto

The customer experience process is rapidly changing. For brands, getting the customer to return again is not new, whether through incentivisation or simple brand loyalty. But the landscape is being turned on its head – and it’s through such new technologies as the Internet of Things (IoT) driving what is being described as the new services economy.

Companies are recognising this. Instead of buying standalone products, it’s now about buying services. Take Netflix...

By James Bourne, 26 November 2014, 1 comment. Categories: Big Data, Customer Experience, Data-driven marketing, Personalised Marketing.