Why ‘the customer is always right’ is more applicable than ever in today’s data-driven business

“The customer is always right” is a popular phrase with interesting origins. While there is no conclusive evidence of when the quote first came to exist, most credit its early popularisation to Chicago retailer Marshall Field. More importantly, though, is that the phrase is an abbreviated version of the original, which stated “right or wrong, the customer is always right.”

Only three words longer, the full quote adds some needed context – that the customer can of course be wrong....

How many marketers truly understand the customer journey – and if not, how can you quickly?

It may be a popular buzz-phrase but how many marketers have really got their heads around the role – and components – of a savvy customer journey, and what’s the answer to getting up and running if they’re a little behind?

‘Customer experience’ (CX) is without a doubt the most important phrase for anyone responsible for an organisation's service levels. And in the world of marketing, the phrase 'customer journey' should be just as pivotal.

A mechanism to ensure...

By Andy McCaul, 29 June 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Four in 10 social media users have deleted accounts over privacy fears, finds Edelman

In response to the results of a survey by Edelman, which found a glaring loss of trust in social media platforms across the globe, the firm’s CEO has commented that “people are scared”.

Revealed at Cannes Lions yesterday (June 19), a study by the PR firm on over 9,000 consumers found that 70% thought it was up to advertisers to pressure social media sites, such as Facebook and Twitter, into more effectively addressing false information and offensive content.

Speaking to CNBC, the...

By Mark Jones, 19 June 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Social Media Marketing.

Why 2018 is the year of less waste and more measurability in marketing campaigns

At the end of the 19th century, department store owner and marketing pioneer, John Wanamaker, famously said “half of the money I spend on advertising is wasted.” It’s a phrase that has been repeated throughout history and over a century later, marketers are still losing significant amounts of money on unsuccessful campaigns.

In fact, marketers believe that nearly

By Simon Baptist, 18 June 2018, 1 comment. Categories: Branding, Campaigns, Data-driven marketing, Mobile Marketing.

Bing ups its search marketing game with LiveRamp integration

We’ve already given you five reasons why Bing shouldn’t be ignored for search marketing, and its latest integration with LiveRamp provides a sixth.

The underappreciated Microsoft search engine, which actually owns close to a fifth of the global search market, has introduced the data onboarder’s identity resolution provider IdentityLink. And while that may not mean much, in simple terms it...

By Mark Jones, 15 June 2018, 0 comments. Categories: Data-driven marketing, Paid Search, Search Marketing.

The new retail frontier: Next level personalisation

The best retailers will embrace new digital tools that make it easier to personalise every encounter from that first moment of inspiration to finally taking action. In spite of this, it’s surprising to see that almost two-thirds (62%) of UK marketers say they do not incorporate personalisation into their campaigns, according to a recent State of Digital Commerce report from Episerver.  

Whether you work for an eCommerce brand, mass retailer, or the next great direct-to-consumer business, we can all...

By Amy Vener, 15 June 2018, 0 comments. Categories: Branding, Campaigns, Data-driven marketing, Personalised Marketing.

Are structure and process the glue that holds marketing, technology and creativity together?

Consumers like to feel a human connection to the brands they love. Whether it’s through empowering athlete endorsements like Nike or connection to an inspiring founder like Virgin, humanity is a critical element in successful marketing. That’s why it’s somewhat ironic that while a human touch in brands is more important than ever, the behind-the-scenes technology that makes marketing scalable has also exploded in recent years.

According to a prediction made in 2016 by

By Frazier Miller, 14 June 2018, 0 comments. Categories: Branding, Customer Experience, Data-driven marketing.

Google scraps 12-vendor cap on GDPR consent tool for publishers

With the GDPR (General Data Protection Regulation) now in full swing, Google has made a surprising u-turn on its consent management platform (CMP) policy.

The Alphabet-owned search giant has scrapped what was a 12-vendor limit for publishers that used its Funding Choices CMP, used to gain the consent of users to access their data to improve ad personalisation in line with new European data regulations.

The former policy was applied based on tests by Google which found users are more likely to opt-in when...

By Mark Jones, 08 June 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Publishing.

Apple takes aim at Facebook user tracking features

Apple has announced it will be making efforts to block Facebook’s user tracking tools within the next iteration of its iOS and Mac operating systems.

Announced at its WWDC developer conference yesterday (June 4), the tech firm’s software chief, Craig Federighi, said on the social network’s automatic tracking features, “we’re shutting that down”.

Those tracking tools in question allude to Facebook’s like buttons, share buttons and comment fields, which when integrated...

Breaking the mould: Viewability and creativity in the digital economy

If you visited HotWired.com on October 27 1994, your eye would have probably been caught by an unusual flashing banner emblazoned across the top of your screen. Standing at 60 pixels tall and 468 pixels wide, the internet’s first advertisement was garish, tacky and the nemesis of exasperated dial-up connections worldwide - but it was a massive success.

The advert itself was a part of...

By Eric Visser, 05 June 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing, Programmatic.