Integrating AI to instil customer loyalty: From business use cases to bottom line

Personalisation is a key part of the customer experience. If done correctly, creating a journey that is unique to each person’s needs can influence a buyer to make a purchase and even to return again. However, those brands that fail to get this right, run the risk off turning their potential customers off.

The fact is, shoppers have come to expect higher levels of personalisation, with

By Simon Farthing, 17 April 2019, 0 comments. Categories: Advertising Technology, Customer Experience, Data-driven marketing.

How to plan content for the digital product buyer’s journey: A guide

When it comes to selecting digital products, consumers today tend to shop around a fair amount and conduct substantial research before making a purchase. There are simply too many options on the market to pick a product randomly.

In order to sell a digital product, your content must answer the buyer’s burning questions and fit into their

Why brands need to drill into data to cure customer loyalty decay

It’s not uncommon for a brand to roll out a customer loyalty programme to strengthen relationships, grow the business and remain relevant in a very crowded marketplace. Today’s advancements in technology and the evolution of how shoppers prefer to buy goods and interact with services has changed dramatically.

The rise of omni-channel has pushed brands to operate across digital and mobile channels,...

How Starbucks is looking to dark social for greater engagement – and how you can do the same

In the marketing world, the phrase “dark social” has sometimes been used as a threat or a warning. Many see it as impenetrable and too difficult to evaluate ROI from. But it’s a topic that has only become increasingly timely after Mark Zuckerberg announced Facebook’s planned pivot from a public-facing platform into one built on private messaging.

How to increase demand generation through your website: Optimise throughout the customer journey

In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets.

Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and...

By Sylvia Jensen, 05 April 2019, 0 comments. Categories: Best Practice, Branding, Commerce, Customer Experience, Data-driven marketing.

Boosting business competitiveness with behaviour-based marketing: A guide

We all recognise how significantly technology and the internet specifically have changed our lives. As consumers we live by the mantra faster, easier, more. We can book our holidays, manage our finances and socialise with friends and family all over the world from anywhere with a strong Wi-Fi or 4G/5G signal on any one of our multiple devices.

This same attitude has spilled over into our business lives, especially when it...

By Jon Clarke, 02 April 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

When it comes to AI for marketers – less haste means more speed

AI is one of the most exciting innovations in the ad industry. Not a day goes by without a new story about the latest AI product, what the tech can do, and where it’s set to go. And the promises aren’t just limited to our industry alone – AI is set to revolutionise the world we live in.

Given the boundless opportunities, it’s tempting to jump in right at the deep end and pick the glitziest AI solution...

Getting big data with your Big Mac: McDonald’s acquires personalisation firm Dynamic Yield

McDonald’s is moving into greater personalised customer experiences and automation with the acquisition of Tel Aviv-based Dynamic Yield.

The company, which offers a platform analysing data around recommendations, personalisation and targeting and behavioural messaging among others, said it was ‘thrilled’ to join McDonald’s and play a ‘critical role’ in the fast food chain’s digital transformation...

The twilight of Net Promoter Score: Why NPS is failing CX professionals

It is widely accepted that superior customer experience (CX) drives revenue growth. Ever since Frederick Reichheld introduced the Net Promoter Score (NPS) in the 2003 Harvard Business Review, marketers’ focus has been seeing how customer experience can be captured. Often by managing the answer to the seminal question “On a scale of zero to 10, with 10 being highest, what’s the likelihood that you would recommend us (our company/brand) to a friend or...

By Dr. Alain Briançon, 27 March 2019, 0 comments. Categories: Best Practice, Customer Experience.

Embracing marketing creativity through collaboration: Partnerships for retail and data

Companies struggle to know their customers. This is the harsh reality for all marketers. Achieving a full view of their customers’ data is almost impossible especially when analysed in isolation. So how can brand-side marketers collaborate with retailers to bring creativity to the table and make the most of multiple sets of data?

The current challenge for brands that interact with a...

By Steve Martin, 26 March 2019, 0 comments. Categories: Customer Experience, Data-driven marketing.

The four-part plan for 'hiring' the perfect AI customer service agent

The interview with a customer service applicant is underway. After looking at skills and background, it's time to determine whether the applicant will be a good fit. You’ve conducted hundreds of interviews before, but this one’s a little different — you're interviewing an agent that could handle thousands of conversations simultaneously and respond to customers in a personal way, without delay.

By Fang Cheng, 22 March 2019, 0 comments. Categories: Automation, Branding, Customer Experience, Data-driven marketing.

What are the real effects of data breaches on consumer trust?

Numerous high-profile data breaches have made customers question their trust in brands in recent months and years. Although the costs associated with regulatory fines and lawsuits following a data breach can be severe, perhaps no effect is quite as long-lasting or harmful as the loss of consumer confidence that accompanies these breaches.

Consumer trust is not built, nor can be earned back,...

By Marty Greenlow, 22 March 2019, 0 comments. Categories: Attribution, Branding, Customer Experience, Data-driven marketing.

Salesforce and Oracle show off more AI-flavoured goodies around service and finance respectively

Salesforce and Oracle have been wiggling their proverbial tails and showing off a bit of plumage in an attempt to woo potential customers with their latest AI-flavoured offerings.

Salesforce has announced an extension to its Service Cloud Einstein AI product set. New use cases include reply recommendations, using natural language processing to suggest the best responses to agents over chat and messaging, article recommendations,...

By James Bourne, 19 March 2019, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

Mobile understanding and holistic experiences: What marketers can learn from MWC19

The great and the good of the telecoms industry descended on Barcelona at the end of February for this year’s MWC. The tech hype that surrounds this landmark event is hard to miss, but still, it was clear from the many delegates that we spoke to that marketers are primarily focused on addressing their current business challenges.

The frequency and regularity that new channels, platforms...

By Daniel Kahtan, 19 March 2019, 0 comments. Categories: Advertising, Customer Experience, Mobile Marketing.

Instagram beats YouTube as top influencer platform as brands see rewards for better disclosure

Instagram has topped YouTube as the number one platform for influencer content – with brands heeding consumer interest and moving towards ‘honest disclosure’ of partnerships.

That’s according to new research from Rakuten Marketing. The company, in its 2019 Influencer Marketing Global Survey which polled 3500 consumers and 700 marketers globally, saw Instagram cited by 65% of those polled as where they most...

By James Bourne, 14 March 2019, 0 comments. Categories: Branding, Customer Experience, Search Marketing, Social Media Marketing.

Mind your language: Using multilingual websites to increase eCommerce engagement

In the quest for customers the battlegrounds for online retailers tend to be rooted in SEO, PPC campaigns and, for those who can afford it, above-the-line ad campaigns. But there are also more organic ways to increase engagement and conversions via a website, particularly where international brands are concerned.

One technique that is often disregarded by all but the biggest players due to fears over cost and complexity is a true multilingual online retail experience.

Historically, there are two ways of...

AI and automation in marketing: The role for knowledge management

In 2018, companies invested in chatbots and self-service technologies to help their helpdesks manage the volume of customer requests they were experiencing – according to research by Forrester, 46 per cent of enterprises were investing in AI for sales and marketing, followed by 40 per cent for their customer service teams. However, these investments were typically aimed at filled specific gaps in the customer interaction, rather than being part of wider strategies...

By Simon Johnson, 28 February 2019, 0 comments. Categories: Attribution, Customer Experience, Data-driven marketing.