Where does call intelligence fit into an already crowded martech landscape?

As customers’ paths to purchase become increasingly complex, marketers are under mounting pressure to evidence their contribution to ROI within the multichannel mix.

But with more tech platforms to integrate than ever before, is there room for call intelligence within the growing martech stack?

Despite the significant evolution of the call tracking and intelligence market, the technology, to date, is utilised by less than 5% of businesses that could benefit from it. In part...

Great loyalty schemes: six core principles

Brands that craft excellent loyalty programmes know that they are all about the customer – not the business.

The benefits of long-term customer loyalty are self-evident. But, without providing the rewards and relationships that people want, that loyalty just isn’t going to happen.

Effective loyalty programmes focus on the wants and needs of individual programme members, and then align them to the sales goals of the business (rather than the other way around).

Businesses that want to provide a...

By Lauren Hogg, 12 May 2017, 0 comments. Categories: Customer Experience, Personalised Marketing.

Solving the cross-channel personalisation problem

Personalised marketing is hardly anything new. It’s been around for decades and marketers have long reaped the benefits.

However, the sheer number of digital channels that consumers are engaging with has increased dramatically over recent years.

As consumers incorporate technology into more aspects of their daily lives, they meander across channels and devices as needed. They seek answers, solutions, products, and entertainment. They express interests, intent, and preferences leaving a digital trail or...

By Sylvia Jensen, 02 May 2017, 0 comments. Categories: Marketing Cloud, Personalised Marketing.

Convincing worriers and sceptics: Who are the people new technologies need to sway to go mainstream?

Many recent technological advancements, which may have seemed outlandish even five years ago, have started to enter the mainstream.

Take fingerprint recognition on smartphones – an advancement which has come so far that now 64% of us would consider using it to access our bank accounts.

Yet for all the innovations that become part of our everyday lives, there are others – such as Google Glass and 3D TVs – which fail to make the same impact.

for all the innovations that become part of our everyday...

By Oliver Griffiths, 28 April 2017, 0 comments. Categories: Data Science, Personalised Marketing.

Why marketers have to engage with the right content – and build emotional connections

The entertainment award season is now in full swing; brands are embracing real-time marketing and gearing up for social war rooms. Marketers are increasingly realising the value of engaging with customers ‘in the moment’ as events unfold so they can be part of the conversation and ride relevant trends.

Timing is absolutely key and the availability of marketing tech tools and data has enabled marketers to make intelligent decisions around when it is best to activate content and reach audiences in...

Why you need to pair hyperlocalisation with data for success

Hyperlocalisation – theoretically taking personalised marketing one step further – is more than a trend: it’s the culmination of technological advances combined with innovative marketing tactics, and it has created new opportunities for brands to communicate value to customers. Couple this with the power of data, and you open up a whole host of possibilities for reaching specific sets of customers.

Here are just a few reasons the marriage of hyperlocalisation and data is a match made in...

How AI allows intelligent marketers to market more intelligently


By now, it’s a familiar narrative: The advent of artificial intelligence, along with contextual computing, will transform entire industries and leave nearly everyone — including marketers — jobless

Well, maybe not.

The fact is that AI and CC simply provide new ways of doing what marketers have always done: Track, measure, assess, and...

A full board issue: How should CMOs get a grip on information security?


Huge quantities of data pass through the marketing department. While collaborating with colleagues, ad agencies, agency partners and marketing tech providers, marketers are often required to share confidential information, from strategic presentations to brand images. As flexible working explodes and marketers handle major campaigns from both the office and home, we need to consider how this information is being shared and controlled over time.

Consumer grade platforms such as...

By Jay Muelhoefer, 17 January 2017, 0 comments. Categories: Best Practice, Data-driven marketing, Personalised Marketing.

Why visual marketing should be a 2017 focus

If anyone doubted that the internet is becoming a progressively more visual medium, two deals announced last month should have enlightened them.

Instagram revealed plans to create a live video function on its Instagram Stories platform, taking it up against Snapchat and Facebook Live. Unlike Facebook Live though, the short videos recorded by Instagram's users will disappear as soon as they are recorded – friends will only be able to watch them live.

Meanwhile, Facebook is...

By Ed Preedy, 06 January 2017, 0 comments. Categories: Personalised Marketing, Video & Audio Marketing.

Why personalisation is still the key to effective cross-channel digital marketing

We know personalisation is the buzzword of the moment. The term is everywhere, discussed by everyone as the saviour of our modern email marketing times.

It is also in danger of becoming ubiquitous – the industrialisation of what should simply be a personal and unique real-time connection with a consumer. But when it is done properly, personalisation is a truly beautiful thing. Personalization is the canvas, where email and web preferences paint a consumer’s unique picture.

The current average...

By Kym Reynolds, 21 December 2016, 1 comment. Categories: Personalised Marketing.