Going beyond your customers’ expectations

It doesn’t matter whether you’re doing your weekly food shop, paying a utility bill or booking a holiday, you expect a convenient, simple and pleasant service.

Thanks, in part, to the infiltration of technology across all aspects of our lives, consumers have a better understanding about the art of the possible. Or at least they have an expectation that anything should be possible, as long as it suits their needs and preferences.

Consumers are desperate for brands to deliver what they want, in the...

By Steve Tan, 21 November 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Why automated content writing isn't worth the risk

A sense of impending doom has intensified in recent years, with various news reports and television dramas depicting a near-future of fallible humans being forced onto the breadline, replaced by a superior workforce of robots.

While this dystopian theme has long been the fare of science fiction, for many, the prospect of C-3PO delivering their P45 is fast becoming a reality.

Indeed, the BBC’s ‘Will a robot take your job?’ report - collating data...

By Magnus Linklater, 15 November 2017, 0 comments. Categories: Automation, Content Marketing, Data-driven marketing.

Consumers willing to share location data with apps despite privacy concerns

Consumer willingness to share their mobile device’s location data with apps has grown in the last two years, although many still harbour significant concerns

The figures come from new research by mobile marketing platform Verve that asked 2,000 UK adults how comfortable they were letting independent apps know their whereabouts.

55% of respondents said that they were more comfortable sharing the information now than they were two years ago, with 73% allowing select apps to access the information....

By Colm Hebblethwaite, 14 November 2017, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

The problem with vanity metrics – how marketers can stay focused

Earlier this year Yogendra Vasupal, the founder of Stayzilla, announced in a blog post he would shut down all operations of his company – despite having recently raised $33.5 million.

Yogendra wrote an honest and transparent post highlighting the reasons for his decision and admitting that he made mistakes. In the post, he openly admits the company focused on irrelevant data which ultimately led to their demise:

The initial seven years were all...

By Claire Walker, 10 November 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Why GDPR is an opportunity

After seeing all the emerging solutions on offer at the Technology for Marketing Conference (TFM) at the end of September, I was reminded just how far technology has come in the last couple of decades, and how far it has still to go.

When I took the leap from customer services into marketing in 1989, I was hooked from the very beginning. Within a few short months, I began my Chartered Institute of Marketing qualifications.

Looking back now those learnings seem so basic compared to what is on offer today. But...

By Deborah Betteridge, 09 November 2017, 0 comments. Categories: Customer Experience, Data-driven marketing.

What are the 4 things every data-driven mobile marketer should have on their agenda?

As far as I am concerned, every marketer — mobile or otherwise — should be data-driven, so hopefully the title of this article hasn’t put you off!

Paying attention to data analytics is the ultimate way of measuring the results of a marketing campaign, guiding you into making smart choices about future marketing strategies to ensure your messages are not falling on deaf ears - and mobile is no exception.

The fabulous thing about mobile marketing is that, no matter what type of campaign you...

By Matthew Winters, 02 November 2017, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Your customers are speaking – but are you really listening?

Customer-experience metrics have proliferated over the past decade, and chances are that your business relies heavily on one or more of them. But many companies struggle with metrics.

For some, the problem is a disconnect between the metric and business performance; for others, it’s a loss of confidence among frontline workers when the metrics don’t seem to explain big swings in customer satisfaction.

Further, in some companies, there is confusion about whether transactional or relational...

By Harald Fanderl, 30 October 2017, 0 comments. Categories: Customer Experience, Data-driven marketing.

Brands, Bots & Banter – why marketers should chat

Imagine if brands had the opportunity to engage with consumers in ways that were not only relevant and personal but also in an environment where their added value is proactively sought out by the individual themselves. 

Let’s chat…

It used to be that the digital interactions shown on Mission Impossible or Star Trek were just mock-ups for TV or the big screen.  

However, what was once science fiction is quickly becoming fact.  We are in the age of a significant shift in computing...

By Axel Steinman, 24 October 2017, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

Re-imagining the 5Ps in a hyper data analytics world order

The retail industry needs to adapt to serve consumers in an omnichannel commerce environment. The amount of data generated across customer touch points and retail channels provides an opportunity for data scientists to revisit the five Ps of marketing – place, people, product, price, and promotion – and deliver a seamless shopping experience.

New generation data analytics enable retailers to calibrate an optimal mix of the 5 Ps and transform the producer-oriented business into a customer-centric...

By Opinder Sardana, 19 October 2017, 0 comments. Categories: Big Data, Commerce, Data-driven marketing.