Forrester have released their predictions for what 2018 will hold, ranging from retail to GDPR.

In the world of CMOs, the company has predicted that marketing meetings in 2018 are going to dominated by one word: ‘growth’.

But not normal growth, CEOs are all going to be after the elusive ‘disruptive growth’. In a commercial landscape coming to be defined by rapid consumer-driven change, CMOs will be under pressure to make sure their organisations stay ahead of the...

Earlier this year Yogendra Vasupal, the founder of Stayzilla, announced in a blog post he would shut down all operations of his company – despite having recently raised $33.5 million.

Yogendra wrote an honest and transparent post highlighting the reasons for his decision and admitting that he made mistakes. In the post, he openly admits the company focused on irrelevant data which ultimately led to their demise:

“The initial seven years were all...

In an ideal world, every brand would be able to dedicate enough resources to give each customer the time and attention they need. Nothing can be as annoying for a customer as a bad or lacklustre customer service experience, where they feel that they were not being given the attention they deserved.

If a brand gives too many of their customers this kind of experience, they may find that they don’t have as many customers after a while.

In a survey of Fortune 500 marketing professionals carried out by...

85% of marketers are having trouble joining together their online and offline customer data, new research by Conversant has found.

As part of its CMO report, the company surveyed over 60 international CMOs about the challenges they face in today’s data-driven market. The findings show that a minority of 16% were ‘very confident’ that they are capable of identifying an individual across multiple devices online.

61% said that they are aiming to...

The airline industry faces many challenges, from a growing number of low cost challengers to fluctuating fuel prices, but major carriers have always differentiated themselves with a high quality customer experience.

That is, until now. 2017 has seen established airlines around the world receive negative media coverage for their treatment of customers, putting their major value proposition in jeopardy and giving their competitors an even further boost.

It may be easy to blame a single flight attendant or...

Luxury brands occupy a unique position within the digital marketing landscape, and can provide interesting insight into how the one-size-fits all approach to selling yourself on the internet is not always effective.

What makes a brand count as ‘luxury’? Is it the quality of the design or of the materials used? A little bit, but if these were the only criteria then any well-made smartphone or pair of trainers would count. The key to luxury when it comes to marketing is the idea of exclusivity, the...

Voice is fast becoming a chief differentiator for brands. Where Firefox has just integrated new voice search plug-ins to regain a competitive edge, non-tech companies including Ryanair have unveiled integration with Alexa enabling customer to search for flights, hotels and flight status via its website.

While Alexa occupies the headlines, voice can feel somewhat distant to consumers who have...

We all have our list of favourite, go-to brands - those companies that we’d never stray from. It’s incredible how they take us on a path from casual customer to being so fiercely loyal that we find ourselves preaching to others about how amazing their product or service is.

One of my personal favourites that I always talk about is SuitSupply, mostly because I struggle to find the time to shop. SuitSupply takes away the stress of shopping with their level of personal, smart, social service...

Customer engagement is critical for brands. If you’re in the game of trying to build better relationships with your customers, you’re on point. Learning what your customers want and then giving it to them; building brand loyalty and advocacy to foster customers for life. What’s not critical about that?

At Thunderhead, we define customer engagement as an ongoing, value-driven relationship between a customer and a business, which is consciously motivated according to the customer’s...

You can’t go very far within the world of marketing and brands without hearing the latest buzzword – personalisation. Everything is about personalisation, and with advances in technology and the use of data, marketing is becoming increasingly personalised and social. Many brands are already making the most of this shift by creating innovative and engaging campaigns which allow consumers to interact with the content.

However, as last week’s National Lottery campaign for the World Athletics...