The evolution of the inbox in 2020: Combining seamless customer experience with security
In recent years we’ve experienced a great shift in the way in which businesses are engaging with their customers. Giants of the gig economy, like Airbnb and Uber, have created highly potent customer engagement mechanisms right at the very heart of their operations. Today, because of this, UK consumers have come to expect contextualised, seamless and highly relevant communications.
Whether ordering food, looking for...
Why despite the hype AI could be failing your customer experience strategy
Though 80% of senior decision makers in the UK rate their customer service as ‘excellent’, their customers aren’t feeling quite the same. Our report ‘The Good, The Bot and The Customer Experience’ found there is a significant disconnect between what customers expect and what brands think they are...
The rise of ‘algorithm hacking’ – and how it may be leading marketers astray
Even though Robert Burns wrote the line “the best-laid schemes o’ mice a’ men/gang aft agley” more than 200 years ago, it still resonates. In the age of artificial intelligence (AI), many brands are learning this the hard way as a new generation of algorithm hackers subvert their use of cognitive technologies.
2020 in digital marketing: From brand-based to people-based identity and privacy pushes
Opinion 2020 is shaping up to be the year of people-based identity. Marketers are becoming increasingly engaged with trying to understand what this means to them, and how they should be incorporating a notion of identity into their business strategy. Across conferences this year, we’ve noticed heightened engagement from significant, game-changing brands - talking about identity on stage and running people-based marketing campaigns.
MarketingTech 2019 year in review: Influencer regulations, CMO battles, and social change
2019 in digital marketing, through the reporting eye of MarketingTech, has seen something of a two-pronged approach. While the exploration of emerging technologies and their use cases, from voice search to AI to blockchain, continues, it has been tempered with a more measured and nuanced focus.
While this publication found plenty of column inches to tell the stories those making the most of their technological bets this year, from
2020 needs to see the end of short-termism and clickbait digital marketing tactics
The end of clickbait digital marketing tactics has come. The signs are everywhere, if you know where to look for them.
We’ve spent years chasing short-term performance metrics and battling competitors for the fleeting attention of the world’s huge digital audience. The result? A clickbait race to the bottom. An insatiable thirst for consumer attention has lead brands toward a frightening (and unsustainable) marketing...
Why the greatest gift retailers can give consumers this shopping season is time
The busiest shopping season is well and truly upon us; Black Friday followed by Cyber Monday and the inevitable slip into the Christmas and New Year sales. Renowned as the most critical period for retailers and brands - make or break in some instances, the period will bring the usual bombardment of advertising, pop ups, offers and emails across every channel and medium. Consumers are not immune from the stresses and pressures that such a period of concentrated shopping brings.
Finding the right gifts remains one of...
How high quality data can either be the Holy Grail or Achilles heel for marketers
Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have evolved customer expectations and led to an unprecedented demand for instant gratification and high-quality, personalised experiences across all channels.
At the same time, there is a growing need for transparency, accountability and ethics in marketing, especially as additional states continue to introduce new data privacy laws. These rising standards bring a new...
Why marketers need to be clever with context to get their 2020 advertising strategies right
Which user data works best for marketing? A consensus has never been reached, so advertisers have always had to keep multiple plates spinning, from behavioural data and location data to IP addresses, cookies and beyond.
However, since GDPR came into force, it is no longer a question of whether advertisers have enough data points, but whether they are using them correctly. The Europe-wide legislation has suddenly made everyone conscious of the fact that companies are collecting and using their personal data...
How AR has gone from a buzzword to an effective communications tool
Augmented reality is not a new phenomenon, the concept has been bandied about for the past five years as ‘the next big thing in marketing’ with varying degrees of promise. What is now changing, that could be the difference between buzzword and buzzkill, is the advances in technology that are making AR more user friendly, accessible and realistic as a legitimate marketing and communications tool for brands.
Does retail automation signal the end of personalisation?
Over the last two decades, technology has changed the face of retail, from the in-store experience and the payment process, to the advent of ecommerce and omnichannel retailers. But much as technology has revolutionised the shopping experience, it has also had a significant impact on jobs in the retail sector.
As far back as 2016, Deloitte predicted that 60% of retail jobs would be automated within the next 20 years. While this estimate is not...
A veritable feast: How advertisers need to make the most of extra Black Friday opportunities
Black Friday is right around the corner, with adverts everywhere reminding shoppers to grab a great deal on everything from gym wear to vacuum cleaners. As one of retail’s biggest spending milestones, it provides a significant opportunity for advertisers to engage with shoppers when they’re in the mood to splash some cash.
So, what can advertisers do to make the most of the “retail festival” that Black Friday has become?
Why brands need to think small when personalising customer experience
Despite their best intentions, knowing how to use all the insights about customers available to them to build a better understanding of what they interact with and are interested in is a crucial step brands often miss — resulting all too often in a poor user experience filled with misinformed content.
By analysing data like their ‘add to cart’ rate, page views, product views, or...
Safeguarding brand value: Why brands should take a data-first approach to audience integrity
2019 has been another important year for influencer marketing, as more and more brands wake up to the advantages of using influencer marketing to connect with their customers and drive business.
According to a recent study, the spend on influencer marketing is expected to reach $15 billion by 2022. The combination of an increasingly sophisticated consumer pool, massive upsurge in social media consumption and the rise in ad blockers that has made traditional advertising progressively difficult. Step forward...
Gartner’s latest report reveals the top three barriers to marketing innovation
There are three major hurdles in marketing innovation: risk-aversion, limited talent, and an inability to measure impact, according to Gartner's latest ‘Brand Strategy and Innovation Survey 2019’ report.
According to the report, the field of marketing still lags behind in terms of innovation despite commanding 16% of marketing budgets and maturing as a core discipline. It points out measurement as the major issue to new innovation.
Gartner for Marketers Practice senior research...
How personalisation will look in 2020: What do marketers need to do now?
Personalisation has long been a ‘fantasy’ most marketers indulge in where they’re able to directly interact with individual consumers, whilst controlling the context and timing of the content that’s delivered.
But as technology has improved – and data has become easier to generate – what might’ve been somewhat of an illusion before, is in fact now more real for marketers.
Eight ways to make potential customers feel safer browsing your site
Shoppers going to brick-and-mortar stores have clear signals that the environment they’re in is safe and secure: manicured storefronts, security guards or cameras, helpful employees, well-ordered check out stations and other intuitive cues all create a sense of comfort and safety, helping put shoppers at ease.
But when shopping online, these physical cues don’t come into play....
Starbucks flips the equation with Deep Brew – by using AI for a more humanised customer experience
Starbucks has been making noise about its artificial intelligence (AI) projects of late – and specifically how they can be applied into marketing and customer experience activities.
Speaking to analysts following the company’s Q4 2019 earnings release at the end of last month, Starbucks CEO Kevin Johnson noted how Deep Brew, an initiative focused on the coffee house’s AI investments, is taking shape.
The importance of becoming a ‘unifier’ CMO – and building relationships in the C-suite
There has arguably never been a better time to be a CMO. After years of defining marketing primarily as the “brand” or “advertising” arm of the business, many CEOs now regard it as an investment and rely on it to drive growth. To deliver on that growth expectation, CMOs need to form bonds with other members of the C-suite. Cross-functional collaboration is essential.