How digital asset management takes immersive marketing strategies to the next level

It’s arguably more difficult for marketers to do a good job in today’s digital economy. Gone are the days of relying solely on promotional catalogues, stuffed through letterboxes, or batch-and-blast emails, sent to a mailing list.

While traditional tactics still have a time and a place, the business landscape today is hyper competitive. Technology has flooded every industry, making it easier to...

By Jake Athey, 18 July 2019, 0 comments. Categories: Advertising Technology, Branding, Content Marketing, Customer Experience.

The biggest challenge facing CMOs today: Building, measuring, and maintaining brand equity

Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San Francisco titled, “It’s a Modern Marketing World: Creating a Frictionless Customer Experience.”

During our discussion, host Professor Eric Bradlow, faculty director of the WCAI, brought up a key point that struck a chord with me. “Marketing builds brands. Time kills brands.”

Bradlow’s statement is rooted in his...

Emerging martech implementation: From AI to blockchain – augment not alter the customer experience

Getting to grips with emerging technologies is the backbone of any digital marketer’s role. From artificial intelligence – whether it is process automation, chatbots or dealing with machine learning methods – to blockchain, the temptation to avoid ‘shiny new object’ syndrome and find a practical strategy for building and adopting technology is key.

A new report from independent consultancy R3 has...

By James Bourne, 09 July 2019, 1 comment. Categories: Advertising Technology, Customer Experience.

How the concept of ‘unified commerce’ helps retailers avoid the pitfalls of omnichannel

Access to a wider range of products at the touch of a button and receiving highly personalised shopping recommendations based on past buying habits has led to a major shift in customer expectations. Today’s customers expect, as standard, a highly responsive, top quality service from retailers across all available channels.

As the volume of goods sold online continues to rise, UK retail...

By James Baker, 04 July 2019, 0 comments. Categories: Commerce, Customer Experience.

Consumers are understanding the risks of social media addiction – but taking the next step is hard

Another week, and another example of how consumers are trying to fight for their privacy rights in a world of social snooping and data overload.

According to recent research from Kaspersky, which polled almost 12,000 consumers across 21 countries, one in three (32.3%) admitted they did not know how to fully protect their privacy online. More than half (56%) agreed that total privacy was not possible in the ‘modern digital...

The reality of truly personalised marketing approaches: An investor’s viewpoint

The marketing and advertising technologies sector has experienced incredibly rapid change in the past few years. The pace of change is accelerating due to the proliferation of data across multiple channels, which enables marketers to build ever more precise profiles of their customers.

Marketers can now draw on data from search engines, social media, content viewing and more to understand what individuals are interested in and how likely they are to make a purchase....

The power of propensity: Understanding this measure's role in your marketing efforts

Almost every marketing leader and expert will tell you that modern marketing is all about measurement. Being able to estimate the ROI of marketing spend by attributing customer actions to tactics has given companies a reason to allocate bigger budgets to marketing each year.

A 2018 report from Kantar, a global media research consultancy, predicted that the measuring tools and methods marketers rely on will evolve rapidly in 2019. While most marketers remain fixated on standard metrics — cost per click...

By Brian Baumgart, 20 June 2019, 0 comments. Categories: Advertising Technology, Attribution, Customer Experience.

How marketers can prepare for the rise of 'hyperpersonalisation'

If you’ve ever noticed an email from a brand addressed directly to you or based on your prior purchases, then you’ll be familiar with marketing personalisation. This was an early broad approach, and we have seen personalisation evolve as organisations have brought new types of data into the mix, including contextual and location specific information, followed by analytics and machine learning for more real-time customer data.

This one-to-one approach was cited as having the power to enhance brand...

By Darshan Shankavaram, 17 June 2019, 0 comments. Categories: Customer Experience, Personalised Marketing.

Amazon beats Apple and Google to world’s most valuable brand ranking

Amazon has overtaken Apple and Google to become the world’s most valuable brand, according to a new report from WPP and Kantar.

The 2019 BrandZ Top 100 Most Valuable Global Brands ranking was as ever dominated by technology, with five of the top 10 designated as tech providers. Amazon and Alibaba (#7) were designated in the retail space, while McDonald’s – whose recent purchase of personalisation software provider

By James Bourne, 11 June 2019, 0 comments. Categories: Branding, Customer Experience.

Salesforce to acquire Tableau for $15.7 billion to combine Einstein’s AI with BI bulk

Salesforce is to acquire business intelligence (BI) visualisation software provider Tableau in a $15.7 billion (£12.4bn) all-stock deal – with the aim to improve customer journeys through the fusion of artificial intelligence (AI) and big data.

The acquisition, which was announced by both companies earlier today (June 10), will see Tableau’s data visualisation tools baked into Salesforce in order to further...

Let’s get away from ‘digital transformation’ – and move towards key marketing moments

Digital transformation has had its day. In fact, the term ‘transformation’ itself is giving way to a new era as organisations across a wide range of sectors reach what can only be described as digital saturation.

As we move collectively into the post-digital era, the digital capabilities and advantages that were once seen as differentiators are now available to...

By Joel Davis, 07 June 2019, 0 comments. Categories: Advertising, Customer Experience, Data-driven marketing.

The four biggest mistakes eCommerce entrepreneurs are guilty of – and how to avoid them

The eCommerce market has been on a steady upward trajectory for nearly a decade, and it’s showing no signs of slowing down. By next year, the online global retail market is expected to reach an all-time high of $4.9 billion, which is more than double what it held just three years ago.

By Manish Dudharejia, 04 June 2019, 0 comments. Categories: Commerce, Content Marketing, Customer Experience, E-Commerce.

Crownpeak: How to change customer-centricity by 'contextualising' consent

Whether it was Marc Andreessen’s proclamation in 2011 that software was eating the world, or Satya Nadella’s more recent analysis that every business is a digital business, tech ignorance is simply unimaginable today. Yet it’s the biggest open secret in martech: while all the marketing departments talk a great game, they aren’t getting anywhere near the value they should do from their investments across the stack.

By James Bourne, 31 May 2019, 0 comments. Categories: Attribution, Best Practice, Customer Experience.

Salesforce dives into blockchain with low-code CRM offering

Salesforce has announced the launch of Salesforce Blockchain, a CRM product which aims to let users share verified, distributed data sets across a network of partners and third parties.

The low-code offering, aimed at developers working on the Lightning platform, has its theory in exploring how CRM can extend beyond direct customer relationships to creating business models around ecosystems. The blockchain technology is used...

By James Bourne, 30 May 2019, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Learning social best practices from industry experts: Find your voice and make ‘clever’ use of data

If you manage your company’s social media accounts today, it is no longer sufficient to send a fun tweet here or a cheeky Facebook post there. Social has become a key benchmark of customer experience; a treasure trove of data ready to be mined. Yet it can also be a living nightmare if you get on the wrong side of Random Internet Strangers.

So what’s a marketing manager to do in the spare time they have from juggling a zillion...

Taking personalisation to the next level – from data, to decisions, to design

Today’s shoppers are impervious to mass marketing techniques and expect personalisation that truly reflects their preferences. These were the findings from our recent research, “The Art of Personalization— Keeping it Relevant, Timely and Contextual”, where consumers in all countries surveyed said that most communications they receive still feel like...