The GDPR learnings that nobody told you about: Guidelines for small businesses

Few changes over the last several years have as many practical repercussions on the way marketers do their job as GDPR. Our recent research into business readiness, run through Product Hunt, was met with thousands of responses.

There is a real eagerness across borders to share and learn when it comes to this topic – don’t forget it’s just as relevant for the US as it is for APAC marketers, as the regulation affects anyone collecting, processing and storing personal data of European...

By Judy Boniface, 04 May 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

The four most important metrics for any marketer to understand

Traditionally, marketers have tended to focus on clicks, unique visitors, leads and opportunities to measure campaigns and demonstrate their business impact.

While the marketing industry will never fully divert from these more traditional metrics, the competition is becoming tougher than ever before – with 589,008 new UK businesses setting up shop in 2017 alone. To truly stand out and drive a business forward in the modern day,...

By Jen Grant, 02 May 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Why omnichannel is the answer to the retail apocalypse

2018 has seen UK retail undergo a catastrophic shakeup, as High Street shops close at an increasing rate, big brands like Toys ‘R’ Us and Maplin go under and others like Prezzo and Carpetright struggle to stay afloat.

It is now a cliche to say that digital has had a big role to play in this potential retail armageddon. Several major market changes, such as the proliferation of mobile devices and Amazon’s meteoric rise...

By Sam O'Meara, 01 May 2018, 0 comments. Categories: Best Practice, Branding, Customer Experience, Personalised Marketing.

Never mind CRM – what about partner relationship management?

The idea of customer relationship management, or CRM, has been around for years and companies such as Salesforce have built billion-dollar businesses around managing the direct sales relationship. But a recent Impartner survey shows that nine out of ten hiring managers are finding it difficult to recruit direct sales professionals and as a result, companies are increasingly turning to indirect sales to deliver business growth.

However, when it comes to managing the channel, CRM platforms, designed for the...

By Dave Taylor, 30 April 2018, 0 comments. Categories: CRM, Customer Experience.

Transparency in advertising is simple – just ask for it

Transparency is surely one of the advertising industry’s favourite buzzwords. And yet, for a term so oft-used, it maintains an aura of mystery - it is the holy grail of advertising, highly sought after but seemingly so hard to achieve.

But this simply isn’t the case. Transparent relationships are so much more straightforward than ones built on ambiguous foundations.  And how to achieve such a relationship? Well, in my view, it’s simple - you just need to ask for it.

Pinning transparency to the...

By Sacha Berlik, 27 April 2018, 0 comments. Categories: Advertising, Customer Experience, Personalised Marketing.

Frictionless marketing: How automation can drive better experiences

James Dyson’s inventions could arguably be used to define what frictionless business looks like. From the hairdryer to the vacuum cleaner, and now onto the electric car, his vision for innovation through simplification is an inspiration to many.

It was with surprise, then, that I read a news article recounting comments he made around how automation will boost employment and “should not be feared”. As a marketing professional I have long held the belief that business is about human...

By Connie O'Brien, 25 April 2018, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

Seeing through the issue of user data transparency: Five ways to get the balance right

When it comes to user data, companies seem to make the same mistakes again and again. The current Facebook/Cambridge Analytica disaster illustrates the flawed thinking and ambiguous policies that often lead to these breaches and the resulting erosion of consumer trust. 

In response, Facebook has disclosed some upcoming changes, including the creation of a new Custom Audience certification tool. However, it will take more than a few reactive symbolic “fixes” to regain consumer trust. Here are...

Does brain hacking have a place in your CRM program?

It is no longer a secret: Reward systems that trigger chemicals in our brains and drive user engagement are built into many modern technologies.

In fact, a piece published by The New York Times titled “How Evil is Tech?” questioned the manner in which social media applications leverage random reward loops. These psychological techniques are designed like slot...

Can the year of the influencer thrive through National Day campaigns?

With Mother’s Day and Easter disappearing into the distance for another year, many brands will be analysing the performance of their themed marketing campaigns. This year, there is even more of a compelling argument to include influencers in this strategy.

The 2017 festive season saw around half of young people purchase products promoted by popular influencers on social media - no wonder 2018 has been dubbed ‘The Year Of The Influencer’. With Father’s Day not far behind, brands...

By Aaron Brooks, 16 April 2018, 1 comment. Categories: Branding, Campaigns, Customer Experience.

Bravery: challenging the client

The best client-agency relationships involve a creative partnership – listening and inputting on both sides. The client knows their business and their sector best and may also have a strong in-house marketing and communications team. Meanwhile, the agency knows (or should know) the best routes to market and have a strong sense of what’s going to resonate most in the media and other external forums.

To simplify what can be a complex equation, it’s when content knowledge meets communications...

By David Morgan, 12 April 2018, 0 comments. Categories: Best Practice, Customer Experience.