Has context pushed historical insights into marketing data obscurity?

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Historical data has always been one of the most important ingredients for any digital marketing campaign, but in the age of the customer does it still hold the same importance it once did?

Marketing Tech spoke to several firms at the recent TFM&A event in London and it appears that 2015 might not only be the year of the customer, but also the year where company’s move away from the data land-grab strategy of old.

One advocate for this transition is Robin Collyer, marketing...

Record investment in digital marketing technology forecast for this year

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Companies are planning record investment in digital marketing technology this year, according to a new report from Econsultancy, in partnership with Oracle Marketing Cloud.

The research, part of an annual Marketing Budgets Report, found that 79% of companies are planning to increase their spending specifically on digital marketing technology – the biggest investment since the research was launched in 2010 and an increase of 13% on last year.

The number of companies planning the...

Have phablets ushered in a new era of mobile CRM?

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Phablets recorded their highest volume of sales in the last quarter of 2014 according to a GFK study and it has caused the CRM software industry to sit up and take notice.

These smartphones with a screen more than 5.5” in size now account for 12.8% of total device sales. It is a percentage that has been fuelled by drops in cost as average prices fall. For instance, in Europe prices decreased from $820 in Q4 2012 to $761 in Q4 2014.

All of which contribute to conditions that are...

Brands must do more to embrace customer lifecycle

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For all brands managing the customer lifecycle – rather than simply a one off transaction – is a challenge. A new survey suggests that many B2B organisations could be doing much more to understand how their marketing efforts should be supporting the customer lifecycle, missing out on revenue as a result.

Marketing professionals in 750 companies were surveyed in the last quarter of 2014 and first of 2015 by Gleanster Research, on behalf of Act-on Software, to understand...

Why personalising the customer experience is key to winning the retail battle

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According to Gartner, 89% of marketing leaders expect customer experience will be the primary basis for competitive differentiation by 2017. Customer experience is fast becoming the key battleground where retailers vie for our attention and wallets.

With instant access to pricing and product information, shoppers can switch between retailers in a heartbeat. Today’s consumer is more discerning than ever before, with higher expectations than ever before. As a result, retailers...

By Graeme Collins, 27 February 2015, 1 comment. Categories: Commerce, CRM, Customer Experience, E-Commerce, M-Commerce, Personalised Marketing.

Five questions for companies that want to survive in the age of the customer

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For Forrester, the last hundred years of commerce is defined by eras. The ‘Age of Manufacturing’ came first where large industrial companies, such as Ford and GE, made their names. 1960 to 1990 was the Age of Distribution when globally connected transportation systems, the jet engine and advances in logistics made household names of UPS and Toyota. Then, from 1990 to 2010 the Age of Information saw the likes of Amazon and Google become huge successes through globally...

By Adam Poole, 27 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

Neuroplasticity and the multi-device experience

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With any new technology there is always an accompanying question: How is this technology changing us and our relationships, and is it for the better or the worse?

There are always two sides to the argument, from utopian and dystopian viewpoints - but this has never before been more marked than in the context of digital technology, particularly with the major shifts in connectivity brought by the web, social media and mobile devices.

A utopian viewpoint suggests that technology makes...

By Dan Machen, 24 February 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

Using customer insights for better engagement

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For many companies, the very thought of harvesting big data and analysing this to maintain and improve their customer engagement strategies can cause them to break out in a cold sweat.

The truth is that although the concept can seem daunting, the desired outcome is actually fairly simple. Think about all the times you feel engaged and connected to a favourite brand. The operative word here is feel.

A recent study shows 50% of customers cite how they felt about their interaction with a...

By Kate Nicol, 23 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

How can you deliver a personal, digital experience?

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Can you imagine what it was like when I started work 25 years ago? Computers were rare; we had to share one in the branch of the bank I worked in. We had no text messaging, no Facebook, in fact we had no Internet which meant no emails, no video conferencing and certainly no online shopping or applications. But we still ran a pretty good business, served customers well and made money.

But the world has changed. Digital services have never had more of an impact on our lives...

Why digital plus human equals great customer experience

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If you listen to many experts, around one in two jobs in Europe is under threat from automation. In the digital world huge companies are able to service millions of customers with only a handful of staff, and the level of digitalisation will only increase, so what does this mean for the future of relationships between customers and companies?

While some books are predicting an end to the human face of companies, I am convinced that in 15 years’ time it will actually be the human...

Do B2B marketers have a trust issue when seeking external help?

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Outsourcing provides a company with experienced assistance that might not normally be available from its own internal staff, but could this solution be on its way out in B2B marketing circles?

Hinge, a professional services marketing, gathered responses from 530 professional services firms for its 2015 Professional Services Marketing Priorities report to find that only 13.2% exclusively use external resources.

The overwhelming trend is for these companies to favour having some form...

By Simon Holland, 18 February 2015, 0 comments. Categories: CRM, Customer Experience, Marketing Cloud, Personalised Marketing.

Software should do more to infiltrate the sales and marketing divide

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Sales and marketing departments are not collaborating enough and the onus should be on software companies to bring these silos together for the good of their business.

New research from CallidusCloud states that only 15.7% of respondents have aligned the two departments in their organisation, 63% do not fully share data and 62.5% have all or part of their lead data in systems that are only visible to marketing.

An abysmal 41% of sales and marketing representatives admitted using...

Why customer profiles are the key to personalisation

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Personalisation has been around for a number of years now. Brands tend to focus on a single channel (often email or web) and concentrate on adjusting the content for a superficial personalisation experience.

Meanwhile the challenges brands face around the disparate state of their customer data are not addressed, resulting in a preference for broadcast marketing. Creating actionable customer profiles allows brands to break down their data silos, focus on the evolving data streams and...

Why technology is making customer experience more personal

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21st-century customer interaction is often categorised by being increasingly ‘experience’ focused  as market-aware, brand-weary consumers look for easy and efficient responses alongside personalised engagement.

Strong brand statements are no longer enough when communicating with the customer; the entire experience with a brand has to be responsive and perceptibly tailored to their needs.

Customers also now expect their entire journey with a brand to be an...

Bridging transactional and attitudinal insight to engage customers for the long term

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The subject of customer engagement and experience is becoming increasingly important within modern businesses, as today’s brands continue to fall over themselves in order to win customers and grow a loyal fan base. However, in doing so many are in fact turning consumers away by failing to properly engage with them. Indeed, Gartner suggests that brands have been disengaging them for over a decade, in a bid to lower costs.

Our recent research revealed that 50% of customers...

By Adam Goran, 13 February 2015, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science, Personalised Marketing.

Personalised marketing: A primer

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We are all familiar with marketing personalisation, even if we don’t think we are. Those emails you get that recommend products or services? On site content suggestions depending on what you have recently viewed? That is all marketing personalisation, and it works thanks to some innovative tech going on behind the scenes.

This is so prevalent online now, that it has become the expected norm. It is no longer enough to simply round up your latest offers and send them over to...

By Oren Greenberg, 09 February 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Personalised Marketing.

Marketing and the power of personalisation

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There has been seismic change in the last decade alone. The development of new technologies, new tools, new channels and new rules has led to the emergence of increased consumer demands, more savvy customers and bigger requirements from the marketing profession than ever before.

Widespread reduction in budgets and the changing nature of customer communication demands more of marketing to generate better response rates and more effective engagement with consumers.

I want to discuss...

By Thomas Brown, 04 February 2015, 0 comments. Categories: CRM, Customer Experience, Personalised Marketing.

Retailers struggling to come to terms with unified commerce

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Retailers have long struggled with disparate, legacy systems that have hampered their ability to integrate true omni-channel strategies.

Yet despite the recognition that a unified commerce platform can pay dividends, little more than half of retailers (53%) expect to implement a unified commerce platform in the next few years. However over the next ten years 86% of retailers plan to implement a unified commerce platform.

The conclusions have been drawn from a survey of nearly...

By Liz Morrell, 02 February 2015, 0 comments. Categories: Commerce, CRM, Customer Experience, E-Commerce, M-Commerce, S-Commerce.

Marketing reimagined: From cost centre to revenue generator

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Perception is everything in marketing and a new study supplies evidence of the tainted view many employees have of their marketing department, however there are visible traces that this stance is weakening.

Forecast and advisory firm the Economist Intelligence Unit, which conducted research on behalf of Marketo, discovered that 68% of marketers believed the rest of their company viewed the marketing department as a cost centre.

Likely fuelled by misinformation, the study reports that...

By Simon Holland, 29 January 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Social Media Marketing.

Marketing technology industry set for explosive revenue gains

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Companies investing in marketing technology will continue to raise their budgets, with global vendor revenue forecasted to touch $32.2 billion by 2018.

The projections, part of an IDC webinar on the marketing software revolution, reveal a compound annual growth rate (CAGR) of 12.4% and total spend of $130 billion across the five-year stretch between 2014 and...