Accelerating production — the modern digital marketing challenge

‘Digital’ has provided many large, well-established organisations with challenges as well as opportunities. It’s no secret that organisations aim to innovate, but they often struggle because they are lumbered with legacy technology. The tech that they invested in years ago no longer solves modern-day innovation challenges, which have moved on significantly.

Legacy tech particularly holds back large enterprises, where habits are hard to break, or ‘unlearn’. New businesses on the...

By Sarah Knight, 03 January 2018, 0 comments. Categories: Automation, Customer Experience.

How to cut through the cognitive marketing platform hype to realise success

Consumers are surrounded by artificial intelligence, from the iPhone’s Siri to voice-first user-interface devices such as Amazon’s Echo to the emergence of autonomous vehicles through Google’s Waymo. The same is true for brands, which are bombarded by marketing technology platforms that tout how their latest artificial intelligence capabilities will give brands an edge in the marketplace and, above all, solve their marketing challenges.

Attend...

By Mark Weidner, 02 January 2018, 0 comments. Categories: Automation, Branding, Customer Experience.

AI, customer service and the CMO

In the space of just days we heard two of the largest digital players make two significant announcements on one key technology: AI. In a show of continued commitment to AI development, Amazon revealed it is to invest $1.5 million in an AI research centre in Germany. Just days before, Google’s DeepMind unveiled the latest incarnation of its AlphaGo super-computer program.

AI has been trialled and deployed in many and varied sectors. Both Amazon and Google, for instance, have market-leading AI smart...

By Jonathan Kaftzan, 22 December 2017, 0 comments. Categories: Customer Experience.

What does 2018 have in store for marketers: Industry predictions

As 2017 comes to an end, it is time for those involved in the marketing industry to look forward to what the next 12 months could hold.

From the growing ubiquity of AI and machine learning to the game-changing GDPR, 2018 promises to be just as eventful as its predecessor.

We asked a range of industry professionals to gaze into their crystal balls and give us their predictions for what the new year has in store for marketers and brands.

AI and machine learning

Oliver Bronner, Founder of Berlin-based brand consultancy,

2017 in review: The battle for shorter attention spans

Brands now have as little as 8 seconds with consumers before they lose their attention.

You can see why – while Netflix says it believes sleep is its biggest competitor - anyone who has lost a weekend to back-to-back episodes of Mindhunter and Dark knows our attention is continually diverted by a constant stream of push notifications from social channels, messaging apps and emails.

It means I’ll have to fight hard to keep...

By Abe Smith, 15 December 2017, 0 comments. Categories: Content Marketing, Customer Experience.

Evolving to the new age of customer experience

The evolving demands of modern-day customers have made it increasingly challenging for brands to engage with audiences. The digital age demands that brands quickly get to grips with digital platforms, which by their very nature encourage lower tolerance to poor customer service. The digital age is also unforgiving.

Our research with the CMO Council found nearly half of North American and European consumers will abandon a brand and take their money...

By Marcus Ruebsam, 06 December 2017, 0 comments. Categories: Customer Experience, E-Commerce.

Capgemini: Emotional engagement could add 5% to retailers’ annual revenues

As traditional loyalty programmes continue to fall out of favour due to their inability to drum the kind of engagement marketers crave, there is a disconnect between executives and consumers on what drives emotional engagement.

According to Capgemini, which surveyed 9,000 consumers and 500 executives, 80% of executives feel that their brand understands the needs and desires of their consumers. Only 15% of the consumers surveyed, however, agreed with this statement.

It is clear that consumers are falling out...

By Colm Hebblethwaite, 05 December 2017, 0 comments. Categories: Commerce, Customer Experience.

Human to human: The end of B2B/C marketing

When I first began my career, I’d hear people say things like “business is business,” which they would use as an excuse for treating people badly. Today, more people are realizing that business is actually just people, which completely shifts the paradigm. Your approach should shift with it.

Marketing has traditionally been segmented into two categories -- business to business and business to consumer – also known as B2B and B2C.

Even these names imply an impersonal, transactional...

By Scott Axcell, 04 December 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Moving from ROI navel-gazing to smarter journeys

Global spending on media is expected to reach $2.1 trillion in 2019, an increase of $500 billion since 2014. It’s hardly surprising that with so much more money being spent on marketing, businesses are asking questions about what they are getting in return.

The challenge being that many successful marketing programmes may only demonstrate their full return on investment (ROI) after several years. While every investment promises increased ROI,...

By Mark Haviland, 01 December 2017, 0 comments. Categories: Customer Experience.

Moving from discounting to loyalty: A look at the hospitality sector

It used to be the attentiveness of the staff, or the free ‘night cap’ at the end of the meal that attracted diners to a restaurant. Increasingly it is now the lure of a discount.

Rising inflation in the UK has led to a tightening of purse strings, with dining out deemed a luxury. Restaurants on the high street are often competing for the same guests. Many restaurants view enticing potential guests with a discount as a reliable way to get guests through the door.

However, heavy discounting...

By Lee Barnes, 29 November 2017, 0 comments. Categories: Customer Experience.