Salesforce explores the rise of the connected shopper – and what retailers need to do

Retail continues to be an area where the consumer is king. Engagement channels are changing, tech-enabled customer experience has never been more vital, and the battle between traditional retail and online marketplaces is well and truly joined.

Salesforce’s latest Connected Shoppers Report aimed to explore the relationship between bricks-and-mortar and digital retailers – and found that while the former still has its...

By James Bourne, 16 October 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, M-Commerce.

MuleSoft notes how the ‘coherence economy’ can salvage disconnected customer experiences

It is the mantra of all marketing professionals and the reason they get up and go to work each day: to build the greatest customer journeys they can. This is naturally easier said than done; depending on where your organisation is on its path you may have to knock down a series of silos before you can embark on the path of building seamless customer experiences.

Yet a new report argues this process is going slower than many...

By James Bourne, 14 October 2019, 0 comments. Categories: Big Data, Customer Experience, Data-driven marketing.

A whirlwind of emotions: The impact of consumer emotional states on search

Humans are not always wholly rational beings. That is not to infer that we are irrational, but simply that not every decision is based on a set of practical, logical steps. Often, our current emotional state has a huge part to play in how we behave at any given time. 

For marketers it is important to understand that many external influences can impact a potential customer’s emotional...

How digital continues to influence brand strategy in the travel industry

The travel industry is booming. As of February 2019, it was the second-fastest growing sector in the world, ahead of healthcare, information technology and financial services. There are a number of reasons for this. Millennials are growing in purchasing power—by 2020 their spending in the US alone will total $1.4 trillion annually—and already they spend $5,000 more per year on holidays than any other generation. They also take around 35 days of holiday per year on average....

Why CMOs can show the route to a unified data approach within professional services firms

Business practices completely based on precedent can no longer be relied on with today’s market dynamics. The professional services landscape is increasingly client-centric, meaning organisations need to constantly evaluate their business models, leverage the data at their disposal and prioritise effective collaboration to remain competitive.

By Darryl Cross, 03 October 2019, 0 comments. Categories: Case Studies, Customer Experience, Data-driven marketing.

For consumer choice paralysis, conversational commerce may be the answer

Regardless of industry, consumers today are faced with an overwhelming array of choice while shopping. When faced with so many options, most consumers fall victim to ‘choice paralysis’, which describes the moment when we are faced with more possibilities than we can easily comprehend.

This phenomenon results in low purchase decision confidence and frustration - and in the worst case - feeling unable to make a decision, meaning no action is taken at all. For brands and retailers choice paralysis...

By Chris Baldwin, 27 September 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, E-Commerce.

Is pre-emptive shopping the next step in personalised eCommerce?

In the age of the customer, personalisation is a more pressing need than ever before. In the age of data, it’s becoming increasingly possible to feed that need. Indeed, data-led personalisation is one of the hottest trends in ecommerce.

But are we getting ahead of ourselves? A new wave of customer-led personalisation known as pre-emptive shopping suggests so.

By Howard Williams, 23 September 2019, 0 comments. Categories: Commerce, Data-driven marketing, E-Commerce, Personalised Marketing.

Artificial intelligence can bring marketing and sales closer together – and improve the buyer experience

B2B buyers’ purchasing criteria are changing and their expectations are now higher than ever before. As the B2B sales cycle gets longer and more complex, sales and marketing need to be more strategic in how they approach, persuade and nurture their prospects and customers. Whilst having a great product at the right price point is certainly important, it doesn’t guarantee success and today’s buyers are looking for more than just a one-stop-shop sales pitch.

By Jim Preston, 17 September 2019, 0 comments. Categories: Advertising, Advertising Technology, Automation, Data-driven marketing.

Does real-time marketing need to take an alternative route?

My role at Waze has seen me speak to hundreds of brands and agencies about how to reach drivers when they’re on the move. Increasingly, questions have centred around data and how targeted advertisers can be in reaching drivers.

As the sheer number of ads we experience on many of the services we use every day has increased - often at the detriment of the user experience - the mobile advertising industry has also had to consider the ethical implications of using...

We are in a tech distraction epidemic: Leadership, teamwork and coaching will help fix it

For anyone struggling with workplace distraction; believe me, I’ve been there. For anyone who doesn’t think they are struggling with workplace distraction; believe me, you are.

As a digital anthropologist in Silicon Valley, I have studied this topic for years and should have known better, but a few years ago I was so mired in distraction that I missed deadlines and couldn’t finish an important book proposal. Concentrating for...

By Brian Solis, 11 September 2019, 0 comments. Categories: Attribution, Data-driven marketing, Social Media Marketing.