How privacy has become the new competitive advantage in a world of personalisation
It is almost a year since GDPR came into effect, and what started life as another annoying EU regulation has become a global catalyst for change. Perhaps its most unexpected consequence has been to shine a light and expose the often questionable - but at the same time highly profitable - practices of big tech’s data-by-stealth business model.
GDPR marked out some...
How Dynamic Yield's success was predicated on foreshadowing personalisation as a strategic priority
At the end of March, it was announced that McDonald's had acquired Dynamic Yield, an Israel-based provider of personalisation software. The move made for a fascinating exploration of how brands were not just exploring the martech stack but committing M&A to it. Take Walmart buying adtech firm Polymorph last month, for instance, or Accenture acquiring Adaptly...
Everything marketers need to know about Gen Z: Authenticity with individuality
After years of reading about the woes of marketing to millennials, it’s time for a new group of headlines. We’ve already seen articles that exhort the challenges of connecting with the first generation of consumers who have practically grown up online: Gen Z.
But Gen Z, for all the ways they seem to be changing the world around us, aren’t a mystery. We know exactly what these consumers want and, even better, we know exactly how to connect with them.
This is about to become a huge factor to...
Grad Conn, CXMO, Sprinklr: On changing CMO strategy and the Copernicus effect for customer experience
Grad Conn, chief experience and marketing officer (CXMO) at Sprinklr, is something of a rare breed: a CMO who has been in it for the long haul.
Prior to joining the customer experience management platform last year, Conn spent almost seven years as Microsoft’s US chief marketing officer. Indeed, Conn laughs as he relates the tale of an interview feature...
Walk before you can run: Start small and smart to get data-driven marketing right
Integrating AI to instil customer loyalty: From business use cases to bottom line
Personalisation is a key part of the customer experience. If done correctly, creating a journey that is unique to each person’s needs can influence a buyer to make a purchase and even to return again. However, those brands that fail to get this right, run the risk off turning their potential customers off.
The fact is, shoppers have come to expect higher levels of personalisation, with
Why brands need to drill into data to cure customer loyalty decay
It’s not uncommon for a brand to roll out a customer loyalty programme to strengthen relationships, grow the business and remain relevant in a very crowded marketplace. Today’s advancements in technology and the evolution of how shoppers prefer to buy goods and interact with services has changed dramatically.
The rise of omni-channel has pushed brands to operate across digital and mobile channels,...
How Starbucks is looking to dark social for greater engagement – and how you can do the same
In the marketing world, the phrase “dark social” has sometimes been used as a threat or a warning. Many see it as impenetrable and too difficult to evaluate ROI from. But it’s a topic that has only become increasingly timely after Mark Zuckerberg announced Facebook’s planned pivot from a public-facing platform into one built on private messaging.
What CMOs need to address today to protect their digital marketing efforts
Digital brings vast opportunities for CMOs to reach consumers anytime, anywhere, on a variety of devices and channels. But continuous evolution and innovation makes digital a fast-moving landscape, creating a plethora of challenges from technological understanding and financial accountability, to tackling hot topic issues such as, ad fraud and brand safety.
The rapid rise of digital has put CMOs on a steep learning curve and some are struggling to keep up...