Exploring the motivations of the rarest - but most powerful - type of consumer

Encouraging customers to be loyal to a brand is becoming increasingly difficult for marketers, as online and in-store offerings diversify and expand to meet consumer needs. The retail industry is also evolving, which was recently demonstrated by Andrew Griffiths, retail minister, who announced a new collaborative Retail Sector Council.  Tasked with bringing the government and industry together, the council’s...

By Richard Piper, 17 May 2018, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing.

Why emotional intelligence needs to be better utilised in customer service interactions

Daniel Goleman, the psychologist who popularised the term ‘emotional intelligence’ (the ability to read, understand and respond to human emotions appropriately) argued that Emotional Intelligence (EI) was just as important as IQ when it comes to leadership and achieving success at work.

He suggested that decision makers should look beyond the typical skillsets required for customer service work, and instead find ways to measure the EI of...

By Adam Wilkinson, 16 May 2018, 1 comment. Categories: Best Practice, Customer Experience, Data-driven marketing.

A last-minute GDPR checklist: Data mapping, privacy notices, and more

GDPR goes into effect in just a few days, and while your company has probably been working for months (or more) to be compliant with this groundbreaking new regulation, here are five items that should be at the top of your last-minute GDPR checklist. 

Map your data

Article 30 of the GDPR requires data controllers and processors to have a record of processing containing certain high-level attributes (e.g., purpose of processing, a description of categories of data subjects and categories of personal data,...

By Brian Philbrook, 15 May 2018, 0 comments. Categories: Best Practice, Data-driven marketing.

How learning management system data can inform your marketing strategy

As marketers, there is no shortage of options when it comes to targeting audiences. Data-driven marketing is quickly becoming king. The true challenge is learning to use the available data to inform effective choices.

One rich data source that many marketers overlook is learning management systems. Learning management systems (LMSs) have long provided hefty data reports and analytics to help users improve online training effectiveness and return on investment. However, many companies are unaware that this...

By Christopher Pappas, 11 May 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

A double edged sword: How to wield AI wisely

Recent research conducted by Adobe amongst 13,000 marketing, creative and technology professionals has found that organisations who are engaging with AI are 50% more likely to exceed their own business goals – which makes it unsurprising then that 46% of brands are set to adopt the technology before the end of 2018.

But what does sudden mass adoption of AI look like? Brands must be wary of using AI to conduct...

By Sam Madden, 11 May 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

Overcoming the B2B conversion hurdle: What are digital marketers missing?

A recent article on Forbes.com revealed that B2B customers progress more than 70% of the way through the decision-making process before engaging a sales representative. For many organisations, this will have made for a frightening read. And the immediate, almost knee-jerk reaction, will have been to panic about how to ‘seal the deal’ in the final 30% of the time they’ll dedicate to their pre-purchase assessment.

But the trick here isn’t to rush into offering crazy discounts or...

The elusiveness of customer loyalty: Winning the new battleground for marketing-led growth

The digital world has given consumers near-endless choices, and that has made many of them fickle. Easily tempted away to try new products or services, consumers aren’t as likely to be loyal to brands as they once were. In fact, McKinsey research from more than 125,000 consumers shows that 87% of them exhibit a strong propensity to shop around and incumbent brands hold their own just 42% of the time.

Further, our data suggests that most categories are “shopping” categories. In this...

By Dave Elzinga, 08 May 2018, 0 comments. Categories: Branding, Campaigns, Customer Experience, Data-driven marketing.

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.

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.