Brian Solis: Digital addiction wounds run deep – but they are being treated like minor cuts

The concept of health when it comes to technology usage is an ever-increasing one – and one where users, brands and vendors need to be equally mindful.

Much of the conversation tends to focus around social or smartphone ‘addiction’, and in particular its effect on younger minds. Yet research on the topic argues that things are a little more complicated. The

How Brandwatch is stepping up from social monitoring - to find a much greater opportunity

Social media monitoring provider Brandwatch has been busier than ever of late. The company continues its regular research studies, from the serious, examining fake news in March, to the more frivolous, exploring the social conversation around Game of Thrones (spoiler...

How privacy has become the new competitive advantage in a world of personalisation

It is almost a year since GDPR came into effect, and what started life as another annoying EU regulation has become a global catalyst for change. Perhaps its most unexpected consequence has been to shine a light and expose the often questionable - but at the same time highly profitable - practices of big tech’s data-by-stealth business model.

GDPR marked out some...

By Peter Matthews, 07 May 2019, 0 comments. Categories: Big Data, Branding, Data-driven marketing, Personalised Marketing.

How Dynamic Yield's success was predicated on foreshadowing personalisation as a strategic priority

At the end of March, it was announced that McDonald's had acquired Dynamic Yield, an Israel-based provider of personalisation software. The move made for a fascinating exploration of how brands were not just exploring the martech stack but committing M&A to it. Take Walmart buying adtech firm Polymorph last month, for instance, or Accenture acquiring Adaptly...

Everything marketers need to know about Gen Z: Authenticity with individuality

After years of reading about the woes of marketing to millennials, it’s time for a new group of headlines. We’ve already seen articles that exhort the challenges of connecting with the first generation of consumers who have practically grown up online: Gen Z.

But Gen Z, for all the ways they seem to be changing the world around us, aren’t a mystery. We know exactly what these consumers want and, even better, we know exactly how to connect with them.

This is about to become a huge factor to...

Grad Conn, CXMO, Sprinklr: On changing CMO strategy and the Copernicus effect for customer experience

Grad Conn, chief experience and marketing officer (CXMO) at Sprinklr, is something of a rare breed: a CMO who has been in it for the long haul.

Prior to joining the customer experience management platform last year, Conn spent almost seven years as Microsoft’s US chief marketing officer. Indeed, Conn laughs as he relates the tale of an interview feature...

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.

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.

What CMOs need to address today to protect their digital marketing efforts

Digital brings vast opportunities for CMOs to reach consumers anytime, anywhere, on a variety of devices and channels. But continuous evolution and innovation makes digital a fast-moving landscape, creating a plethora of challenges from technological understanding and financial accountability, to tackling hot topic issues such as, ad fraud and brand safety.

The rapid rise of digital has put CMOs on a steep learning curve and some are struggling to keep up...

By Victoria Chappell, 09 April 2019, 0 comments. Categories: Advertising Technology, Best Practice, Data-driven marketing.

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.

Six killer marketing metrics that really matter: Segmentation and engagement

The life of a digital marketer is rarely straightforward. Whilst other communicators may perhaps argue it’s easier for their digital peers to evidence ROI, those within the world of email marketing, for instance, may be quick to defend their position. Because yes, they have a wealth of metrics at their fingertips, but it can be difficult to know where to start. Death by data anyone?

Focusing only on open and click...

By Adam Oldfield, 03 April 2019, 0 comments. Categories: CRM, Data-driven marketing, Email marketing, S-Commerce, Search 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...

Why cleaning your brand’s data is to key to improving accuracy and relevance

The goal of marketers is to provide customers with an outstanding experience that delights at every touchpoint and exceptional enough to ensure each individual’s journey ends with a purchase. But sometimes, we find that even when marketers think they are putting their best foot forward, some customers never respond.

Are brand marketers missing the mark? Or is their brand’s poor data-keeping practices...

By Grant Coleman, 01 April 2019, 0 comments. Categories: Best Practice, Big Data, Branding, Data-driven marketing.

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.