Gating content – or putting a piece of marketing behind a paywall – is a contentious issue. On the one hand, marketers are often asked to demonstrate the ROI (return on investment) of content beyond stats such as social engagement, article views, or reach. Implementing a gate can add an extra layer of value.
For example, one of
When it comes to marketing, the goal of this game is not to win; it's to keep playing and to leverage data to improve your play over time.
Great marketers use new tools to enhance their ability to do this efficiently and effectively, and the world is changing faster and faster. No matter how much technology evolves, marketing will always have a human element. Artificial intelligence (AI) might seem like a silver bullet or an elusive capability, but if you're trying to influence people, you...
Sentiment analysis is widely used to supplement the analysis of text data in surveys, complaints, reviews and other customer feedback. In theory, sentiment analysis categorises opinions expressed in a piece of text just as a human might.
However, as the volume and complexity of customer data grows, growing issues with sentiment analysis are providing flawed information and stopping companies from getting the full picture from their data; key customer feedback that could drive positive business change is...
The customer experience is becoming more important than ever to online businesses. Customers are already willing to pay more for a better experience, and 71% of businesses agree that a strong and positive CX is the best competitive advantage a brand can have.
When you are selling online, improving the CX is a task that never sleeps. Every part of the buyer’s...
Loyalty schemes form a critical part of a retailer’s retention programme. After all, a happy customer is a returning customer.
But behind the machinations of loyalty is the data that sits behind the scheme, which gives the retailer the power to deliver personalised communications, offers and promotions, all of which add to the customer experience. Retailers analyse spend, frequency and items purchased to build up a view of what an individual customer looks like across all channels - online, mobile and...
Despite the mounting pressures being placed on marketers to do – and achieve – more, budgets are still being stretched to their limits. Investment in marketing tech is no exception, which means the business case for comms platforms and apps needs to be strong.
Previous articles have covered topics such as budgeting for marketing automation software and even
Enterprise software giant Salesforce has promoted its former chief operating officer, Keith Block, to the role of co-CEO.
Reporting directly to the board and working alongside the cloud CRM specialist’s founder and CEO, Marc Benioff, who will remain chairman, Block’s move puts Salesforce in a very small camp of co-led companies which, funnily enough, includes rival Oracle - where the two originally met.
Block has served as the company’s vice chairman, president and director since joining in...
Approaching three months since the General Data Protection Regulation (GDPR) came into force across Europe, the update remains a lingering pain point for the digital marketing industry, with some pretty hefty fines delivered to companies in breach.
Concerns aren’t exactly dampened when there’s no guarantee your own marketing technology vendor isn’t wrestling with compliance themselves and, as found in a new study by Demandbase, more than a few marketers have their doubts over the data...
With another company being accused of breaching Facebook’s data-sharing policy, it’s no surprise that the social network has been quick to act.
Facebook announced the suspension of Boston-based analytics firm Crimson Hexagon - a company that reportedly has ties with government agencies around the world, including Russian nonprofits with alleged ties to the Kremlin - last week, following a report by Wall Street Journal (WSJ) questioning whether it uses data from social media for surveillance...
Amid persistent concerns about brand safety vulnerabilities, marketers have ratcheted up their demands for solutions that safeguard companies’ reputations. Unilever’s Keith Weed and P&G’s Mark Pritchard have been among the most...
