Why brands need to think small when personalising customer experience

Despite their best intentions, knowing how to use all the insights about customers available to them to build a better understanding of what they interact with and are interested in is a crucial step brands often miss — resulting all too often in a poor user experience filled with misinformed content.

By analysing data like their ‘add to cart’ rate, page views, product views, or...

By Lisa Kalscheur, 22 November 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, Personalised Marketing.

Safeguarding brand value: Why brands should take a data-first approach to audience integrity

2019 has been another important year for influencer marketing, as more and more brands wake up to the advantages of using influencer marketing to connect with their customers and drive business.

According to a recent study, the spend on influencer marketing is expected to reach $15 billion by 2022. The combination of an increasingly sophisticated consumer pool, massive upsurge in social media consumption and the rise in ad blockers that has made traditional advertising progressively difficult. Step forward...

It’s crunch time for cookie bashers: Why we need cookies to protect the open Internet

Cookies came onto the scene in the mid 90s, and, like most millennials, they’re a little misunderstood. But this time, it’s got nothing to do with avocado toast.

For many of us, the word ‘cookie’ has become a bit of a byword for peskiness – associated with annoying ads and relentless targeting, not to mention clumsy permission-based puns (guilty as charged.) This...

By Joel Livesey, 19 November 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing, Publishing.

NetBase: On using social listening and influencer marketing to ‘get more with less’ for campaigns

When the concept of social listening platforms first came about, it was that rarest of things in martech: a ‘solution’ which actually solved people’s problems. As data created on the social web reached ever-increasing levels, this made sense – but what’s more, being able to take this data and create insights from it was the real jam in the sandwich.

Gartner’s latest report reveals the top three barriers to marketing innovation

There are three major hurdles in marketing innovation: risk-aversion, limited talent, and an inability to measure impact, according to Gartner's latest ‘Brand Strategy and Innovation Survey 2019’ report.

According to the report, the field of marketing still lags behind in terms of innovation despite commanding 16% of marketing budgets and maturing as a core discipline. It points out measurement as the major issue to new innovation.

Gartner for Marketers Practice senior research...

By Marketing Tech, 13 November 2019, 0 comments. Categories: Branding, CMO, Customer Experience, Data-driven marketing.

Is data-driven marketing in rude health? Why CMO opinion may not tell the full story

The annual Gartner CMO Spend Survey isn’t just about marketing spending. While this survey digs into the budget and financial priorities of chief marketing officers (CMOs) across a range of industries and geographies, it does much more than that. The survey seeks to understand the capabilities that CMOs define as vital to the delivery of their strategies and how they define and measure success.  

In the

By Ewan McIntyre, 11 November 2019, 0 comments. Categories: CMO, Data-driven marketing.

How personalisation will look in 2020: What do marketers need to do now?

Personalisation has long been a ‘fantasy’ most marketers indulge in where they’re able to directly interact with individual consumers, whilst controlling the context and timing of the content that’s delivered.

But as technology has improved – and data has become easier to generate – what might’ve been somewhat of an illusion before, is in fact now more real for marketers.

By Jonathan Thirkill, 07 November 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Starbucks flips the equation with Deep Brew – by using AI for a more humanised customer experience

Starbucks has been making noise about its artificial intelligence (AI) projects of late – and specifically how they can be applied into marketing and customer experience activities.

Speaking to analysts following the company’s Q4 2019 earnings release at the end of last month, Starbucks CEO Kevin Johnson noted how Deep Brew, an initiative focused on the coffee house’s AI investments, is taking shape.

The importance of becoming a ‘unifier’ CMO – and building relationships in the C-suite

There has arguably never been a better time to be a CMO. After years of defining marketing primarily as the “brand” or “advertising” arm of the business, many CEOs now regard it as an investment and rely on it to drive growth. To deliver on that growth expectation, CMOs need to form bonds with other members of the C-suite. Cross-functional collaboration is essential. 

By Biljana Cvetanovski, 31 October 2019, 0 comments. Categories: CMO, Customer Experience, Data-driven marketing.

Why voice search is where the puck is going for digital

Continually riding the wave of the next ‘big thing’ in social media is certainly a roller coaster ride, and we are now on the cusp of another major change. Voice search has been growing in popularity and is starting to have a transformational impact on the way marketers can influence people to know, like, trust, and eventually buy from a specific brand.

Today’s social media landscape is driven by text and images but this is already shifting as an increasing...