Tapping into the power and influence of online reviews

Every day we make simple and complex decisions. There are a lot of factors that go into our decision-making process. Some factors are very clear, others are subtler.

Take a moment to think about the last time you made a big purchase – a new computer, a winter coat, or an all-inclusive holiday package. To start your purchase journey, you probably checked out a brand’s digital channels: a website, a Facebook page or a blog. While there, you might have quickly posted something to your own social...

By Dayle Hall, 09 March 2018, 1 comment. Categories: Customer Experience, Personalised Marketing.

Four common ABM myths busted

By now, most of us are familiar with the trendy term account-based marketing (ABM). At its core, ABM is used to nurture specific high-value accounts and reach stakeholders in a personalized manner, with the primary goal of generating more revenue and retention.

The focus is on the quality of engagements with your targeted accounts, but there’s nothing fundamentally new about the concept of ABM. For decades, highly profitable enterprises have been executing high-touch marketing programs and finding...

By Sanjay Castelino, 08 March 2018, 0 comments. Categories: Personalised Marketing.

The customer journey: A smooth path?

How many of us follow the same purchasing habits today as we did even five years ago? Very few. How many businesses rely on the same sales and marketing approach as they did five years ago?

More than you would think.

In the rapidly evolving digital era, the rules have been (and are still being) fundamentally rewritten. It used to be the supplier who created interest in their products and services, pushing out information and offers as part of lead generation campaigns. But now it is the consumer who is firmly...

Convergence communiqué: Designing your story based on media and message (part two)

Are you watching The Crown, a biographical series on Netflix about the reign of Queen Elizabeth II of the United Kingdom? Wrapped within this historical story, there is a marketing lesson to be learned.

Even the most steadfast, traditional “brands”, such as the British Royal family, need constantly to review their messaging – without being blinded by preconceived internal and external beliefs – and to understand how their messaging is being perceived and viewed by the end users, in this case the...

By Thaddeus Kubis, 06 February 2018, 0 comments. Categories: Content Marketing, Customer Experience, Personalised Marketing, Publishing.

The power of personalisation in improving in-store engagement

Do you remember Coca Cola’s ‘Share a Coke’ campaign a few years ago? It featured personalised labels, so you could buy a bottle which – literally – had your name on it.  It was a massive success – even helping boost sales in the US for the first time in over a decade.

Heinz went down a similar route with its personalised ketchup labels service and its Get...

By David Buckingham, 16 January 2018, 0 comments. Categories: Personalised Marketing.

How AI will revolutionise personalisation

AI has arrived, and it’s quickly transforming the world as we know it.

If AI’s effect on marketing had to be summarised in a sentence, it would probably be: ‘AI will bridge the gap between the customers and salesman’. The array of information now available due to AI will make it easier to guide your customer’s behaviour in desired ways.

Research by psychologist Barry Schwartz has revealed that...

By Philippe Aime, 12 January 2018, 0 comments. Categories: Personalised Marketing.

The top strategies for digital marketing success in 2018

Charming today’s entitled consumers will be the key challenge for marketers next year.

To make inroads, they need to create truly tailor-made experiences and mobile-first engagement and leverage the value of owned channels.  

Mega Trend - Artificial Intelligence

2018 will see artificial intelligence (AI) advance from cutting edge technology to status quo. Built into audience engagement platforms, AI will bring new levels of relevance into automatically delivered content, help marketers to recognise...

Convergence communiqué: Designing your story based on media and message (part one)

“Once upon a time…” That is how most stories begin – and many of the stories that began with those four words are fairy tales, fantasies, or make-believe narratives. Some, however, are based on true events.

What about your story? How would you define your business story? A fairy tale? A fantasy? An autobiography? Fiction, non-fiction, sci-fi, biz-fi… or none of the above?

The correct answer to this question is determined not by how you define your story, but by how your client...

Five martech lessons from 2017 you need to take into 2018

It’s the time of year when marketers commonly reflect on the past year and gear themselves up for what’s to come in the 12 months.

As we emerge blinking and bleary-eyed from the holiday season into 2018, it’s not just a case of focusing on ‘what’s new’. Part of growing and developing as a business requires an honest analysis of your successes and failures in 2017.

You take forward with you what worked and discard what didn’t.

There are in fact a number of key martech themes from...

Bing’s marketing predictions for 2018

It’s that time again when we look back at what happened in 2017 and predict how it will shape the year to come.

The world of marketing was certainly a busy one during 2017. We talked a lot about personalisation, and whilst that will remain incredibly important, the next step in 2018 will be marrying it with intelligent search intent data, to deliver true value to consumers.

It was also hard to escape the phrase ‘artificial intelligence’ in 2017 and based on this, next year is set to be...