Why omnichannel is the answer to the retail apocalypse

2018 has seen UK retail undergo a catastrophic shakeup, as High Street shops close at an increasing rate, big brands like Toys ‘R’ Us and Maplin go under and others like Prezzo and Carpetright struggle to stay afloat.

It is now a cliche to say that digital has had a big role to play in this potential retail armageddon. Several major market changes, such as the proliferation of mobile devices and Amazon’s meteoric rise...

By Sam O'Meara, 01 May 2018, 0 comments. Categories: Best Practice, Branding, Customer Experience, Personalised Marketing.

Four ways to maximise Amazon's social marketing power

Whilst Google is known for dominating search marketing, Amazon has started giving the search giant a run for its ad revenue – something that astute marketers will have seen coming for some time now.

According to WPP, 55% of product searches in the US now emanate from Amazon, and advertising has been a key contributor to their strong growth - 60% year on year.

This should come as little surprise; after all,  the e-retail giant has not only completely transformed the way we do business, both in...

Transparency in advertising is simple – just ask for it

Transparency is surely one of the advertising industry’s favourite buzzwords. And yet, for a term so oft-used, it maintains an aura of mystery - it is the holy grail of advertising, highly sought after but seemingly so hard to achieve.

But this simply isn’t the case. Transparent relationships are so much more straightforward than ones built on ambiguous foundations.  And how to achieve such a relationship? Well, in my view, it’s simple - you just need to ask for it.

Pinning transparency to the...

By Sacha Berlik, 27 April 2018, 0 comments. Categories: Advertising, Customer Experience, Personalised Marketing.

It’s no longer a choice between targeting or audience reach: Both are imperative to succeed

It used to be so simple. If you were looking to acquire new customers you needed the reach of mass campaigns to attract them to you. If you wanted to build and enhance relationships with existing customers, you needed to deploy what you had learned and tailor your targeted messages precisely.

Now, thanks to ad blocking, savvy consumers opt-out more easily than ever, so ensuring communications are accurately targeted to potential customers is imperative.

Simultaneously, respecting and acknowledging...

By Richard Foster, 17 April 2018, 0 comments. Categories: Personalised Marketing.

Innovation, personalisation and experimentation: Why you might not be doing any of it right

The word ‘innovation’ must rank fairly highly on a list of the most used and abused buzzwords in digital marketing today. Every organisation thinks that they’re innovative in some form or other – but are they going about it the right way?

San Francisco-based Optimizely believes not. According to Global Head of Strategy Hazjier Pourkhalkhali – who would like to believe his company is ‘the biggest digital laboratory in the world’ – three quarters of all...

Consumers want customisation and service while brands offer discounts

New research provides further evidence that marketers are missing the mark when it comes to personalisation. According to Epsilon’s report, there is often a disconnect between marketers and the consumers they are trying to reach, centring around a misunderstanding of what the latter actually want from personalisation.

In a survey of consumers, the company found that 32% want brands to customise their...

By Colm Hebblethwaite, 12 April 2018, 0 comments. Categories: Personalised Marketing.

Case study: Personalised messaging helps reassure consumers making their first ‘adult’ purchase

Despite the relative anonymity of the internet and ecommerce transactions, some people can still be a little uncertain when it comes to making certain more, ahem, risqué purchases.

The adult retail industry (think lingerie and adult gifts) has some fairly unique challenges when it comes to new customer acquisition. The main factor at work here is first time buyers being worried about whether or not the purchase is ‘normal’ and whether they should be embarrassed or ashamed about...

By Colm Hebblethwaite, 10 April 2018, 0 comments. Categories: Personalised Marketing.

Here’s how we can really ‘fix Facebook’

Facebook seems to have a good way of dealing with issues. They deal with them before they happen. Following the Cambridge Analytica data breach, they claimed this couldn’t happen on Facebook today. Job done.

Likewise, Google were easily able to solve the brand safety concerns on YouTube with a few tweaks to their algorithm last year. Not to mention, they’ve also recently solved the fake news problem with their Google News Initiative.

Of course, the problem with these solutions is the continued...

Its all about ‘LUV’ for relationship marketers

Power of LUV.

If you’re a relationship marketer, the questions you ask yourself at work sound very similar to the questions you ask when you’re dating. How do you go about giving a good first impression? What are ways to keep the conversation going? And how do you make your interactions meaningful?

There is a very similar give and take when it comes to creating great customer engagement. In order to foster a positive relationship in today’s crowded marketplaces, marketers need to put in the...

By Christopher Baldwin, 28 March 2018, 0 comments. Categories: Customer Experience, Personalised Marketing.

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.