Bridging transactional and attitudinal insight to engage customers for the long term

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The subject of customer engagement and experience is becoming increasingly important within modern businesses, as today’s brands continue to fall over themselves in order to win customers and grow a loyal fan base. However, in doing so many are in fact turning consumers away by failing to properly engage with them. Indeed, Gartner suggests that brands have been disengaging them for over a decade, in a bid to lower costs.

Our recent research revealed that 50% of customers...

By Adam Goran, 13 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

Context is everything in video advertising, states Oxford paper

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Even the most enthralling video advert on the planet would be worthless if it was emotionally at odds with the media it showed up in, according to a new report from the University of Oxford.

Six studies were performed on 900 people, who were asked to watch a number of video advertisements while having their responses monitored. If an ad that oozed high energy appeared during moment of tension in a movie, it would be a big turn-off for consumers.

For example an ad featuring...

Personalisation: So much more than an ‘add on’

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Personalisation, much like many of the marketing terms before it, has been a staple in the vocab of many a marketer over the past decade. Now, as we start to enter the next chapter of ‘hyper-personalisation’ and ‘marketing to the segment of one’, personalisation is arguably entering its golden age. Indeed, a recent survey by Adobe showed that ‘targeting and personalisation’ remain the top digital priorities for 2015.

The current focus on...

By Jonathan Pritchard, 11 February 2015, 0 comments. Categories: Personalised Marketing.

Marketers at loggerheads with consumers over personalisation effectiveness

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Most marketers may believe that they are delivering effective personalised experiences to their online customers, but this is at odds with the views of the very consumers they are targeting.

Predictive data service Lytics has released a report detailing how 53% of marketers are convinced by the competency of their personalisation strategy, however 80% of consumers insist brands show little evidence that they are familiar with their online purchasing needs.

Indeed, the same...

Six ways to capture the power of positive personalisation

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A recent statistic from analyst firm Gartner revealed that by 2016 89% of marketers expect to compete primarily on the basis of the customer experience their brand, product and service delivers to the client or the consumer. I am not surprised by this stat given that a truly personalised user experience can make a customer feel highly valued, which is almost impossible to achieve through print or billboard adverts.

If organisations use consumer data in a smart way, they can ensure that the information they share is always relevant to...

Personalised marketing: A primer

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We are all familiar with marketing personalisation, even if we don’t think we are. Those emails you get that recommend products or services? On site content suggestions depending on what you have recently viewed? That is all marketing personalisation, and it works thanks to some innovative tech going on behind the scenes.

This is so prevalent online now, that it has become the expected norm. It is no longer enough to simply round up your latest offers and send them over to...

By Oren Greenberg, 09 February 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Personalised Marketing.

Get your Incite Summit: East 2014 e-Book - the most noteworthy insights from the event. Directly to your inbox

Drop your details to the right and we’ll send you our Incite Summit: East 2014 e-Book. Included are contributions from big-brand CMOs, SVPs, and VPs  on how to: 

  • Use data to create simple, smart, and connected customer experiences
  • Encourage interdepartmental collaboration and internal brand evangelism 
  • Tell stories with your content to connect with consumers
  • Talk to your customer where and when they’re listening 

Use the e-Book as a reference as you tackle your biggest challenges and priorities for the coming year. Get your copy now >>

By Richard Potts, 06 February 2015, 0 comments. Categories: Best Practice, Big Data, Customer Experience, Personalised Marketing.

Marketing and the power of personalisation

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There has been seismic change in the last decade alone. The development of new technologies, new tools, new channels and new rules has led to the emergence of increased consumer demands, more savvy customers and bigger requirements from the marketing profession than ever before.

Widespread reduction in budgets and the changing nature of customer communication demands more of marketing to generate better response rates and more effective engagement with consumers.

I want to discuss...

By Thomas Brown, 04 February 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

Virtual reality becomes a more accessible marketing tool for brands

Wearable headsets capable of producing virtual reality (VR) environments are not as wide spread as some brands would like. However one company is investigating a more accessible solution.

Creative technology agency Knit has been working with Google Cardboard, a folding smartphone mount that users wear over their eyes, mimicking the functionality of VR devices, to create a usable solution that brands can use in marketing.

Through its NFC-enabled Cardboard Objects, Knit wanted to create a prototype that could...

Data collection: Consumers demand transparency, relevance and convenience

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Developing a captivating online user experience for any brand depends on understanding what appeals to your customers.

The ability to engage and rapidly translate learnings into action is fast becoming the ultimate competitive advantage for organisations, but it is no longer enough to implement a strategy based on good ideas, intuition, or even what has worked in the past.

The consumers of today are complex and demanding. They want to be understood and valued as individuals, yet...

By Patrick Salyer, 03 February 2015, 0 comments. Categories: Big Data, Data-driven marketing, Data Science, Personalised Marketing.