Why marketing firms need to connect differently with job-seeking millennials

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The days of relying on the 30-day post to find best-fit new young marketing talent are numbered. It might do the job, but it’s less likely to attract contenders with matching values, for whom a sense of purpose and company culture is getting more important than the role itself.

For firms without big budgets, finding another way to connect with, inspire and engage millennials all year round is becoming a priority. New jobs are emerging all the time, and when they do emerge,...

By Duncan Cheatle, 22 December 2016, 0 comments. Categories: Best Practice.

Building an integrated customer engagement strategy

There is always talk of brands being almost blind to the opportunities that their customers pose through their habits. This is reinforced by increasing demand from customers for personalised and flexible modes of engagement.

The rapid rise of millennial purchasers has left brands constantly rethinking their marketing strategies. It is clear that the consumer base has become far more varied and unpredictable.

Thus brands need to find a way to integrate the customer experience into every step of their...

By Massimo Fubini, 22 December 2016, 2 comments. Categories: Best Practice.

GDPR: Opt in for a head start on the 2018 data law change

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The UK currently operates under the Data Protection Directive, which allows a “soft” opt-in approach. Under the current rules, data collected from communication with customers, tradeshow meets, business card exchanges, a checkbox for signing up to communications from a company, all count as a soft opt-in, allowing organisations to market to this data.

With the arrival of

By Lee Chadwick, 19 December 2016, 1 comment. Categories: Best Practice, Mobile Marketing.

Marketers: What digital investments you need to make next year

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Tech giants such as Uber have expanded their offering with the launch of UberEats, and some famously online-only brands have made a U-turn and set up physical stores, take Amazon opening bookstores for example.

The business transformations these brands have undergone this year should make marketers question what is right for their own company’s strategy. Should they be experimenting with new technologies?

Are there new markets that they should be considering? Many may even be...

By Stephen Morgan, 16 December 2016, 0 comments. Categories: Best Practice.

How marketers can harness the zero moment of truth with design thinking

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Many tech companies are immersed in an invention culture: Build it and they will come.

A new business initiative group at a technology Fortune 100 used this mindset to develop a clever idea for an app store marketplace. The tool would compile robust automation software for energy co-ops.

Information and software would be available at the swipe of a thumb. It was a unique concept that would dramatically simplify the sales process for both business and consumer.

Moments of Truth

This group was chasing...

By Dwayne King, 16 December 2016, 0 comments. Categories: Advertising, Best Practice.

Why marketers need to understand behavioural economics

We all like to think that we are rational human beings. However, ironically, science has proven that we are not – we are all much less rational and much more unpredictable than we think.

As science fiction author Robert A. Heinlein once said: “man is not a rational animal; he is a rationalising animal.” In other words, we always try and explain our behaviour without knowing why we did it.

This unpredictability is what makes understanding the consumer psyche so important to marketers.

This...

By Claire Walker, 02 December 2016, 0 comments. Categories: Best Practice.

Is there really a skills gap in digital marketing?

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The UK Digital Skills Gap remains a blistering topic, this crisis affects organisations across all sectors – no one is safe, including marketing, and yet many sectors are unconscious to the issue, because these ‘digital skills’ sometimes come in the shape of periphery tactics, such as website monitoring, CRM management and search knowledge.

Despite people thinking that digital marketing would be the industry that remedied this skills gap a long time ago, sadly figures show that...

By Michael O' Flynn, 01 December 2016, 3 comments. Categories: Best Practice.

The traditional industry event: What’s its role in the modern customer journey?

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At Salesforce our mission is all about driving the success of our customers. As a B2B company it’s something we can all easily identify with. And it’s very clear how to do this with products and services. However, as a marketer it’s not always so obvious.

For me, I think one way that marketing can help drive our customers’ success is by enabling a journey that provides truly valuable insights.

Valuable in terms of helping them engage with their own customers more...

By Guillaume Roques, 29 November 2016, 1 comment. Categories: Best Practice.

Five practical use cases for dynamic predictive marketing

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The use of predictive analytics has increased steadily over the past few years as marketers see the value in investing in this trend.

A study by Forrester Consulting reported that predictive marketers are 2.9x more likely to report revenue rate at a higher than industry average. These marketers are also 2.1x more likely to hold a commanding leadership position and 1.8x more likely to exceed...

By Pauline Brown, 29 November 2016, 0 comments. Categories: Automation, Best Practice, Big Data.

What is mystery shopping and how can you measure it?

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New data-driven insights and management tools have transformed our understanding of the power of delivering exceptional customer experience (CX). In fact, customer experience is now gaining the recognition it has long deserved as a key tool for differentiation and driving growth.

Mystery shopping programmes have enjoyed increasing popularity in the UK with total annual spend now surpassing £1.1bn. 

Used by retailers and marketers alike, mystery shopping programmes offer...

By Dr Cheryl Flink, 24 November 2016, 0 comments. Categories: Best Practice.

Dating apps: Are marketers missing an opportunity?

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Dating applications have become a key part of the technology ecosystem. Online dating was previously restricted to a core set of internet users, developed and incubated at a similar pace to social media, however, it is quickly presenting a unique opportunity for marketers.

Sometimes the dating sector is painted with the same brush as the more risque adult entertainment industry, however, this has in some ways actually made it more interesting for traditional marketers to...

By Jenny Gonzalez, 24 November 2016, 0 comments. Categories: Best Practice, Personalised Marketing.

Why you need to stop pitting marketing against IT

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Working in marketing can feel like a never-ending cycle of demand, response and measurement. All the while, customer expectations shift to match trending market technologies—only to morph again seemingly without notice.

Marketers must now justify our value by showcasing successful results each and every day, while still crafting strategies to confront the latest complexity: digital transformation.

But doing so takes a healthy dose of collaboration from allies in the IT department,...

By Melissa Puls, 21 November 2016, 0 comments. Categories: Best Practice.

Do you need a Black Friday marketing campaign?

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With the surging popularity of Black Friday and Cyber Monday in recent years, it would be a mistake not to consider whether or not it’s worth your business pursuing a specialised marketing campaign.

No increase in demand

One of the primary concerns that many retailers have with running Black Friday campaigns is that there is no overall increase in demand.

The gains made in November are cancelled out by drop offs in December, as customers have already bought their Christmas presents...

By Ben Garry, 21 November 2016, 0 comments. Categories: Best Practice.

How to ensure leads don’t go cold this winter

Winter is a notoriously challenging period for marketers, for different reasons.

Yes, as we get closer to the Christmas holiday it can be a typically feel-good time for many people. But that doesn’t necessarily mean it is a time when they make business decisions and/or buy.

Why is that the case?

Whilst there are of course sector variations, B2B markets generally risk a lull in trade from November through to January.

Pre-Christmas, people often ease away from their ordinary working week as their diaries...

By Adam Oldfield, 17 November 2016, 0 comments. Categories: Best Practice.

Retailers: Why you need to jump on the retail tech bandwagon

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Retailers are predicting challenging times in the wake of Brexit, but despite this uncertainty, shoppers are continuing to enjoy a fourth year of falling retail prices as intense competition for customers drives prices down.  

So what do retailers need to do to navigate this landscape over the next few months (or years) and ensure their brand...

By Giulio Montemagno, 17 November 2016, 0 comments. Categories: Best Practice.

Why negative reviews don't have to be a bad thing

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Today’s multi-platform marketplace allows consumers to share feedback; providing brands and retailers with unprecedented access to insights and precious consumer information, and marking the beginning of the most networked dialogue of information sharing between businesses and consumers in the history of retail.

As the volume of this feedback grows, it’s becoming trickier for consumers to decipher fact from fiction and identify legitimate customer reviews, and for businesses...

By Prelini Udayan-Chiechi, 17 November 2016, 0 comments. Categories: Best Practice.

Why you shouldn't be scared of marketing procurement

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In the past month inflation in the UK has risen to 1% and this number is now expected to grow, meaning that over time your marketing budget is likely to get squeezed.

This gloomy outlook was echoed recently by Sir Martin Sorrell at WPP. He warned that the advertising market in the UK is softening, suggesting this is one of the first signs of Brexit anxiety taking hold of the economy.

Future proofing your marketing budget becomes vitally important and enlisting early help with marketing...

By Milan Panchmatia, 16 November 2016, 0 comments. Categories: Best Practice.

What brands should learn from the US presidential election

However you feel about America's election results today, one thing is for sure: the instrumental role PR and marketing had to play in Trump's rise to victory, as outlined by Marketing Week.

The outspoken 'political outsider' businessman and his team would have been no stranger to either of these areas, having spent years in enterprise and as a celebrity before the US presidential election. Controversy as a tactic, if indeed it was one,...

By Rachael Power, 09 November 2016, 0 comments. Categories: Best Practice.

Visual marketing: What should we be focusing on in the age of digital empowerment?

On Facebook, Instagram, Pinterest, WhatsApp and Snapchat alone, more than 22,000 images are uploaded per second by consumers the world over.

But few brands are making the most of the visuals relevant to their products, even though this benefits everything from brand trust to engagement and revenue.

The age of digital empowerment has brought about huge changes in consumer behaviour and consumer-generated photos are just one element of this.

But we know marketers can succeed and thrive if they adapt to these...

By Jose DeCabo, 01 November 2016, 0 comments. Categories: Best Practice.

#DMWF insights: How marketers can be more innovative

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Innovation within marketing isn’t just done ‘from the top’. While it can be difficult to secure yourself time, resources and budget to be innovative with, there are steps you can take to jump on the right path.

This was the message being put out by vice president, solutions, of digital innovation agency Icreon Tech at day one of the Digital Marketing World Conference (#DMWF) in New York this week.

Steven Lamensdorf spoke to MarketingTech about his talk on...

By Rachael Power, 19 October 2016, 0 comments. Categories: Best Practice.