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.

2020...

By Adam Cox, 05 December 2019, 0 comments. Categories: Automation, Branding, Customer Experience, Gamification.

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?

By Mike Klinkhammer, 26 November 2019, 0 comments. Categories: Advertising, Commerce, Customer Experience, Data-driven marketing, E-Commerce.

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...

By Lisa Kalscheur, 22 November 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, Personalised Marketing.

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...

By Marketing Tech, 13 November 2019, 0 comments. Categories: Branding, CMO, Customer Experience, Data-driven marketing.

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.

By Jonathan Thirkill, 07 November 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

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....

By Chemi Katz, 06 November 2019, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, M-Commerce.

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. 

By Biljana Cvetanovski, 31 October 2019, 0 comments. Categories: CMO, Customer Experience, Data-driven marketing.

Why voice search is where the puck is going for digital

Continually riding the wave of the next ‘big thing’ in social media is certainly a roller coaster ride, and we are now on the cusp of another major change. Voice search has been growing in popularity and is starting to have a transformational impact on the way marketers can influence people to know, like, trust, and eventually buy from a specific brand.

Today’s social media landscape is driven by text and images but this is already shifting as an increasing...

IT versus marketing: Why blame culture is causing retailers’ budgets to go down the drain

To thrive in the fast-paced, cut-throat environment that is eCommerce, retailers must be agile and able to adapt and transform quickly when technological advances or customer trends demand it. The market is filled with stiff competition, and as we continue to shift into an increasingly customer-centric landscape, where personalised experiences have quickly become the bread and butter of today’s eCommerce sites, retailers are investing in projects that help them...

By Kevin Murray, 18 October 2019, 0 comments. Categories: Commerce, Customer Experience, E-Commerce.

How ‘digitally mature’ retailers can stand the test of a digital-first marketplace

Let me start by defining ‘digitally mature’ retailers. They have a solid commerce platform that enables new and existing customers to easily find products on the device of their choice – and ensures that promises regarding delivery, pricing and availability can be consistently met. But the advantages of this type of platform are huge for business intelligence. It allows a business to collect insightful customer data, process it faster and adapt to meet...

By Mark Bennigsen, 16 October 2019, 0 comments. Categories: Commerce, Content Marketing, CRM, Customer Experience, E-Commerce.

Salesforce explores the rise of the connected shopper – and what retailers need to do

Retail continues to be an area where the consumer is king. Engagement channels are changing, tech-enabled customer experience has never been more vital, and the battle between traditional retail and online marketplaces is well and truly joined.

Salesforce’s latest Connected Shoppers Report aimed to explore the relationship between bricks-and-mortar and digital retailers – and found that while the former still has its...

By James Bourne, 16 October 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, M-Commerce.

How AI-enabled marketing can lower website bounce rates and improve accessibility

Marketers always strive hard to boost website traffic. A significant metric which quantifies the performance of websites is the bounce rate, indicating the percentage of users who leave without delving any further than the initial page.

In this context, it is important to understand web accessibility. The Americans with Disabilities Act (ADA) became law in 1990. It...

MuleSoft notes how the ‘coherence economy’ can salvage disconnected customer experiences

It is the mantra of all marketing professionals and the reason they get up and go to work each day: to build the greatest customer journeys they can. This is naturally easier said than done; depending on where your organisation is on its path you may have to knock down a series of silos before you can embark on the path of building seamless customer experiences.

Yet a new report argues this process is going slower than many...

By James Bourne, 14 October 2019, 0 comments. Categories: Big Data, Customer Experience, Data-driven marketing.

A whirlwind of emotions: The impact of consumer emotional states on search

Humans are not always wholly rational beings. That is not to infer that we are irrational, but simply that not every decision is based on a set of practical, logical steps. Often, our current emotional state has a huge part to play in how we behave at any given time. 

For marketers it is important to understand that many external influences can impact a potential customer’s emotional...

How digital continues to influence brand strategy in the travel industry

The travel industry is booming. As of February 2019, it was the second-fastest growing sector in the world, ahead of healthcare, information technology and financial services. There are a number of reasons for this. Millennials are growing in purchasing power—by 2020 their spending in the US alone will total $1.4 trillion annually—and already they spend $5,000 more per year on holidays than any other generation. They also take around 35 days of holiday per year on average....

Why CMOs can show the route to a unified data approach within professional services firms

Business practices completely based on precedent can no longer be relied on with today’s market dynamics. The professional services landscape is increasingly client-centric, meaning organisations need to constantly evaluate their business models, leverage the data at their disposal and prioritise effective collaboration to remain competitive.

By Darryl Cross, 03 October 2019, 0 comments. Categories: Case Studies, CMO, Customer Experience, Data-driven marketing.