Experiential marketing: Is it the future or just another almost big thing?

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In 2002, Steven Spielberg directed the film Minority Report, based on a short story by Philip K. Dick. The PreCrime captain, played by Tom Cruise, used three psychic sources called “precogs” to predict crime prior to the event occurring and apprehend the potential criminal based on foreknown knowledge.

Advertising and marketing has been searching for a “Minority Report”-esque captain of its own for years. In the past, the discipline has attempted to use scientific...

By Thaddeus Kubis, 10 September 2015, 1 comment. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Big data and personalisation truly comes of age: The next steps for the CMO

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On October 24 1994 the banner ad was born. Wired Magazine’s predecessor, Hotwired.com came into being and hosted a banner ad produced by AT&T. You can still see the advert at thefirstbannerad.com. Turning to the present day, with smart devices infiltrating ever corner of our lives, big data has come of age.

What does this mean for marketing?

Customer centricity, personalisation, and really understanding your customer are all good ingredients for...

Dawsons Music and GoInStore partnership aims to “close gap between online and offline worlds”

(Picture credit: Dawsons Music)

A new initiative from GoInStore and Dawsons Music aims to enable customers of the retail chain to browse its inventory through smart glasses worn by shop staff.

Visiting the Dawsons Music retail website takes you to a video stream where a member of staff can guide you through the store's products. The audio is two-way, meaning customers are essentially on the phone to a representative but with the key added visual element. Naturally a set of analytics, based on behaviour,...

By James Bourne, 05 August 2015, 0 comments. Categories: Customer Experience, Personalised Marketing, Wearables.

Using big data on a personal level to gain greater consumer buy-in

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As consumers, our lives and identities become more and more digitised every day. The more time we spend on the Internet, the more data we produce. In 2014, Facebook users shared 2,460,000 pieces of content, YouTube users uploaded 72 hours of new video, and Yelp users posted 26,380 reviews. These statistics are not per week or even per day — they are per minute.

With every online purchase, media stream, or click-through, consumers are generating new data points that help define...

By Richard Lack, 29 July 2015, 1 comment. Categories: Big Data, Data-driven marketing, Personalised Marketing.

Classic ads shows great creative is still key - but data is increasingly important

Picture credit: consumerm1nkey/YouTube

Do you remember the Smash Martians (above), Yellow Pages’ JR Hartley and the PG Tips chimps? Such characters have become cult icons of the pre-Internet advertising days and could teach today’s internet marketers a thing or two, according to a new report from Acxiom.

The ads were amongst those most remembered by UK consumers in a poll of 2,000 people. The Smash Martians ad – for instant mashed potato no less – was remembered by 69.4% of those surveyed and was...

The evolution of personalisation: Serving tailored ads to millions around the world

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From online recommendations to branding products with our very names on, personalisation has been making headlines as companies such as Coca-Cola show us all how it’s done. All leading companies have realised the importance of personalisation, delivering a catered service designed to increase loyalty and the all important return visit.

Recent research, commissioned by Criteo and conducted by eTail, of nearly...

By Jon Buss, 27 July 2015, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Consumers still get irrelevant marketing: Why personalisation is the key

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We all get a fair proportion of marketing communications we don’t want - but a new study has now quantified the amount, claiming that a quarter of UK consumers get more than 2,000 irrelevant marketing communications a year.

The unwanted communication has the potential to significantly harm brands’ efforts to engage consumers too as such companies fail to personalise their messages to better suit their customers. The 2015 State of Consumer Privacy and Personalisation report from...

By Liz Morrell, 23 July 2015, 1 comment. Categories: Data-driven marketing, Personalised Marketing.

Cool or creepy? How far to push personalisation without upsetting the consumer

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With everyone extolling the values of personalisation for improving the customer experience and getting closer than ever to the customer, it can be hard to know how up close and personal to get. The danger has always been that get too personal with your offering and marketing and you may be seen as being intrusive. Be too aloof on the other hand and you may be missing a huge opportunity for your brand.

A new study from personalisation specialists RichRelevance however claims to...

By Liz Morrell, 14 July 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

We all know e-commerce, but why are businesses not pushing for ‘me-commerce’?

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“I didn’t give you my data to make it your data. I gave you my data to make my experience better and I expect a value exchange.” - Rick Chavez , Chief Solutions Officer, Microsoft

As the world has gone digital, consumers have become empowered by an increasing choice of products, services and channels in which to carry out everyday tasks like shopping and banking. With the explosion of connected devices as the Internet of Things, we can expect even...

By Stephen Kennedy, 16 June 2015, 0 comments. Categories: Commerce, Data-driven marketing, E-Commerce, Personalised Marketing.

New personalisation tool delivers four times ROI for Ellis Brigham

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Despite personalisation being identified as the top digital priority for 2015, in a report from Econsultancy earlier this year Katie Latham, CEO of Blue Bridge Solutions, says too many businesses are still failing to offer a personalised experience and are losing out on sales as a result.

"Most consumers can still cite fairly frequent instances where they are delivered a non-personalised experience.  We talk to retailers on a daily basis and the majority understand the...

By Liz Morrell, 12 June 2015, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, Personalised Marketing.