Stop sending us irrelevant marketing messages, say consumers

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Brands are not making the best use of technology to engage with their customers according to a new study of more than 1,100 consumers across the UK.

Despite access to more physical and digital marketing channels and a greater amount of data than ever before, businesses continue to send communications that their customers deem irrelevant.

Today’s time-poor, marketing-savvy consumers find this unnecessary, irritating and frustrating.

With 59% of Britons in the survey discarding...

By Kieran Kilmartin, 19 October 2016, 0 comments. Categories: Best Practice.

Why subscription marketers need to embrace the prospect theory

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Conversion rate optimisation (CRO) was originally defined as the art and science of increasing your website’s propensity to turn visitors into customers.

However, the expansion of the subscription model into our daily lives has now stretched that definition to include customer retention and reduction of churn rate.

So many of us use pay monthly or yearly subscriptions to services such as Netflix and Amazon Prime. Boy, do I love Amazon Prime.

But you can also have subscriptions to...

By Ivan Imhoff, 19 October 2016, 0 comments. Categories: Best Practice.

Over half of UK marketers anxious about pace of digital transformation

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Digital transformation. Those two little words are fast becoming a buzzphrase that perhaps may yet find its way among the 'synergy' and 'millennial' blacklistings; but you can't deny that it'sa very real phenomenon.

As more and more companies move to digitise the way things work (there are still many firms yet to go paperless) marketers are feeling the brunt of the accelerated pace 

This is highlighted by a nwe study carried out by Adobe, the Digital Roadblock. Over 450...

By Rachael Power, 18 October 2016, 0 comments. Categories: Best Practice.

Lessons from a marketing startup: What we've learned

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Starting your own business is hard. No amount of prior experience, training or optimism can prepare you for the realities of self-employment, especially in a field as dynamic as digital marketing.

Looking back, however, on how far 11:FiftyNine has come in such a short space of time, we couldn’t be happier with how the agency has developed; through perseverance, patience and a dogged desire to succeed, we successfully overcame the challenges associated with establishing a...

By Saul Johnstone & Jordan Phillips, 11 October 2016, 0 comments. Categories: Best Practice.

Could your marketing strategy affect your overseas expansion?

Expanding into a new market can be a difficult endeavour for any company, regardless of their size, market share or level of brand recognition.

While expansion will include low risk efforts around product selection and leveraging existing distribution systems, there are much larger risks involved with strategic decisions such as how to approach brand activation across digital channels or defining what channels can be locally-driven vs centrally controlled.

Companies can overextend themselves or underestimate...

By Clint Poole, 07 October 2016, 0 comments. Categories: Best Practice.

Back to basics: What are chatbots and why do you need one?

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Do you remember when it was enough for messaging apps to simply carry messages back and forth? That wasn’t actually too long ago, but these days, the programs used by billions across the world are quite literally developing minds of their own.  

With the rise of artificial intelligence has come a new dimension to online messaging services:...

By Graeme Parton, 06 October 2016, 0 comments. Categories: Automation, Best Practice.

How to avoid brand fatigue and stay relevant

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The relationship between your brand and the customer is susceptible to change. Loyalty is short lived and customers are easily distracted. Unless you keep up with the market’s ever-changing needs and habits, something better will come along and your brand will, inevitably, get dumped.

Where once your brand inspired fond feelings and thrilled its customers, brand fatigue evokes the opposite. It doesn’t happen overnight, but if left unchecked it can damage your business beyond...

By Guy White, 03 October 2016, 0 comments. Categories: Best Practice, Branding, Case Studies.

Enabling creativity: Collaboration technology at its finest

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In the UK the creative industries contribute £84.1 billion to the economy. To put that into perspective, they are growing almost twice as quickly as the rest of the economy. With this exponential growth there is an increased focus on productivity and efficiency — particularly as deadlines become tighter and budgets more constrained.

Time wasting in any industry can be a death knell for bottom lines, but...

By Jan Willem Brands, 03 October 2016, 0 comments. Categories: Best Practice, Publishing.

Marketers need to learn to code today – before the rest of the market catches up

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Should marketers learn to code? That is a question that seems to be brought up almost every year by thought leaders. The general consensus is usually a hearty “well it depends.” Which is a nice way of saying you maybe should have some code knowledge but it is not essential. Although as the world and the marketing industry becomes more technical we may have a more concrete answer soon. Or not.

Gaining experience with very basic code languages such as HTML and CSS has been recommended for marketers for at least

By Ryan McCready, 28 September 2016, 1 comment. Categories: Best Practice, Data-driven marketing.

Are you in need of corrective marketing?

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Have you ever considered this question? I ask it all the time.

Successful marketers have always been marketing and selling via an omnichannel stream, and integrated marketing is mostly self-corrective.

Corrective marketing involves using a holistic program that not only determines the problem areas but also offers a solution, a correction.

The advent and need for corrective marketing

Marketing programs are like a long-range space probe; it may take years to reach its destination...

By Thaddeus Kubis, 26 September 2016, 1 comment. Categories: Best Practice.

How to get more marketing tech budget from your MD

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Whilst we’re seeing more and more autonomy being passed to savvy marketing departments, there are still important conversations to be had with the board, at least annually, about budgets.

And these budgets are likely to come into even sharper focus as we look ahead to the next two years. When 2015 drew to a close, statistics showed marketing spend had increased from 10 to 11% of...

By Adam Oldfield, 19 September 2016, 0 comments. Categories: Best Practice.

What makes a good first-time CMO?

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When a company hires its first chief marketing officer (CMO), it’s often a new experience for everyone involved.

The chief marketing officer is the heartbeat of most consumer oriented businesses, and for the marketing professional, achieving this role often represents the pinnacle of the function. Once this level is attained, only general management roles offer more influence or breadth.

At our executive search firm, Neon River, we are often asked to hire CMOs for our...

By Peter Franks, 16 September 2016, 1 comment. Categories: Best Practice.

Marketing for financial services: How to succeed

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Recent DMA & Future Foundation research revealed that when it comes to dealing with finances, customers are still staying put. But with 62% of consumers remaining with their bank simply because they have no issues, financial service providers (FSPs) should beware of mistaking inertia for loyalty.

This DMA Customer Engagement report culminated on 6 September in an event at London’s...

By Tomas Salfischberger, 12 September 2016, 0 comments. Categories: Best Practice.

The deep-rooted problem of online fraud for marketers

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Targeted fraud that hijacks trusted brands has been a long-time challenge for financial services companies. More recently, fraudsters have been focusing their efforts on new industries such as software as a service (SaaS) vendors or companies with cloud-based offerings, telecoms, retail and internet brands.

In the last couple of years, there has been a 400% increase on phishing attacks in non-financial industries. In the UK alone, phishing attacks increased by 21% in 2015, with an...

By Rachael Power, 06 September 2016, 0 comments. Categories: Best Practice.

Why you should start Christmas email marketing prep now

Others may be making the most of the last rays of summer, but for marketers the festive season is already in full swing.

Months of pre-planning go into the emails that hit inboxes come December - and with overall email volume increasing by 25% during the festive season, it’s clear that marketers have to work harder than ever to engage customers.

So what can brands do to break through this year’s explosion of Christmas inbox clutter?

Creative Christmas content

Today’s competition is fierce,...

By Jill Brittlebank, 05 September 2016, 0 comments. Categories: Best Practice, Email marketing.

Hiring a CMO: What to look out for

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At Neon River, the CMO search is one we are often asked to undertake, and most often for internet or mobile companies. The role is so crucial because alongside product management and engineering, it forms the backbone of every consumer oriented technology business.

Marketing drives differentiation in consumer markets where products may be similar. If you think about markets like online retail or travel – two companies might sell an identical flight or product. Even more than that...

By Peter Franks, 30 August 2016, 0 comments. Categories: Best Practice.

What marketers should take away from this year’s Summer of Sport

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As Team GB celebrate their record haul at the Rio Olympics, the 2016 ‘Summer of Sport’ that has seen global crowds gather for the Euros and Wimbledon approaches its final, Paralympic stage.

As spectators, it’s been a roller coaster of early knockouts and ‘Super Saturdays’, but as marketers, what can we learn from sport and its international audience?

When it comes to tournaments such as these, brands are presented with a unique opportunity to flex...

By Nick Fletcher, 25 August 2016, 0 comments. Categories: Best Practice, Mobile Marketing.

Why marketers are looking at digital transformation

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Plan, execute, analyse and adjust.

For marketers these were the four distinct steps of their campaigns. Nowadays though, the market and customers are far more fickle and if you don’t move quickly it’s too late. There’s always a newer, cooler and more agile business that is ready to take your customers.

In response to this, marketers are looking to change their approach through digital transformation; taking a more evidence and data-driven approach to marketing...

By Mark Armstrong, 24 August 2016, 0 comments. Categories: Best Practice.

DMA launches new Responsible Marketing Committee

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The Direct Marketing Association (DMA) has launched a new Responsible Marketing Committee this week, dedicated to promoting a sustainable future for the industry.

The committee has was appointed to set out the association’s policies on the responsibilities of marketers and define what constitutes responsible behaviour. There are already a number of...

By Rachael Power, 23 August 2016, 0 comments. Categories: Best Practice.