Get ready for the future content supply chain to be autonomous, brands warned

If you’ve got a well-oiled content strategy in place – or indeed several content strategies all vying for attention and wishing to become the chosen one – then a new report from SDL may be of interest. The study, called ‘Enabling the Future State of Content’, has advocated that brands need to rip up their current initiatives and look ahead to an automated future.

Naturally, it’s worth noting...

By James Bourne, 20 February 2019, 0 comments. Categories: Automation, Content Marketing.

Predict the future then act upon it: 10 ways AI is transforming sales

In the world of commerce, AI has grown to become a useful and vital tool. One area of business where AI is having the most immediate effect is sales. Traditionally a skillset that relies on human interaction and persuasion, it is being gradually transformed by technology. According to the 2018 State of Sales Report, by Salesforce, UK sales leaders anticipate AI adoption in their industry to grow by 155% by 2020. But how exactly is AI transforming sales?

By James Isilay, 18 February 2019, 0 comments. Categories: Automation, Best Practice, Data-driven marketing.

Effective email marketing for millennials: How to make the most of the opportunity

Millennials are a top priority for marketing teams. Their long-term spending potential makes them a valuable target, with World Data Lab revealing that global millennial spending power is set to overtake its preceding generation X by 2020. It’s subsequently unsurprising that marketers are recognising the importance of catching...

By Guy Hanson, 14 February 2019, 0 comments. Categories: Automation, Data-driven marketing, Email marketing.

Going for gold: How The Royal Mint tapped into consumer behaviour

As marketers understand well, driving the path to purchase on any product is far more complex and nuanced than a simple case of ‘find person, show ad and the rest will follow’.

The motivations that drive consumers are intricately layered. Take my recent acquisition of a copy of Pride and Prejudice. I’d recently watched the film and had been considering rereading the novel. That day, I had read an article that told...

By Alessandra Alari, 12 February 2019, 0 comments. Categories: Automation, Case Studies, Search Marketing.

How CMOs can keep themselves in the boardroom – and get the CRO out

The role of a chief marketing officer (CMO) can often turn out to be one filled with uncertainty. At the moment, the average tenure of a CMO sits at only 44 months, and the job is often regarded as the most at risk within the C-suite. The question is: why? There are many reasons, but one common view is that CMOs struggle to prove to the rest of their C-level colleagues how...

By James Fletcher, 29 January 2019, 0 comments. Categories: Attribution, Automation, Best Practice, Branding.

How to move from content creation to content automation – and improve engagement

Content marketing is naturally a vital process in terms of telling your customers – existing or potential – about your message, as well as become a lead generation tool in itself. But the content method can be industrialised through an ‘intelligent content supply chain’, according to a new study.

The findings appear in a report from content management firm SDL and analyst Forrester. The study, titled...

By James Bourne, 24 January 2019, 0 comments. Categories: Automation, Content Marketing.

Salesforce wants you to get some AI and visual search into your eCommerce game

Salesforce has announced a series of new updates to its Commerce Cloud platform which aims to encourage organisations to ‘go beyond eCommerce sites and modernise every shopping experience.’

The move includes adding artificial intelligence and visual search capability into APIs and developer services with the goal of giving an insightful experience across various customer touchpoints.

By James Bourne, 15 January 2019, 0 comments. Categories: Automation, Customer Experience, E-Commerce, S-Commerce.

Three interesting ways that AI is changing the hiring process

You can barely turn around these days without hearing something about artificial intelligence or big data technology. Many experts predict that AI tech is going to be one of the most influential developments of the modern age, touching every part of people’s lives from their health, to the way they buy things, all the way to how businesses are run.

Chances are that you have heard about how

By Manish Dudharejia, 29 November 2018, 0 comments. Categories: Automation, Customer Experience.

Three key ways predictive analytics can improve social performance

AI is gaining significant readership. Businesses of all sizes, all over the world, are becoming conscious of the rise in AI in the marketing field. Why is this happening? Put simply, every single business needs the same thing: getting clients. Reach an audience, the right one, and sell. No tricks on that.

All executives know that to be profitable companies need to sell – but over the last few years they are facing a...

By Ester Liquori, 27 November 2018, 1 comment. Categories: Automation, Customer Experience, Social Media Marketing, Web Analytics.

Moving from AI to ‘applied intelligence’ to identify revenue sources and deliver business value

As companies increasingly adopt CRM technology and improve their data governance, they now have more customer and prospect data than ever before. They have reams of sales and marketing metrics. Yet in the post-GDPR era, with plummeting data confidence, growing numbers now admit the sales funnel is broken.

With a challenging economic climate and Brexit looming, it is not poor products or services...

By James Isilay, 22 November 2018, 1 comment. Categories: Advertising, Automation, CRM.

Improving CX strategies: Get the balance right between technological and staff investment

Get the customer experience right, and the rest will follow, according to a new report from Engage Hub.

The study, put together alongside Sapio Research and which polled 100 UK-based customer engagement decision makers, argued organisations see customer experience as more important than even profit and revenue growth going forward. 36% of those polled said CX was the top business objective, compared with 34% for net profit and...

By James Bourne, 21 November 2018, 1 comment. Categories: Automation, Customer Experience, Data-driven marketing.

The five tenets of clean data: Preparing chatbot data for marketing personalisation

Organisations are already using live web chat – and increasingly chatbots – as a critical sales and customer support channel. Gartner says over 80% of companies offer some form of live chat on their website or mobile applications in order to interact with customers, and the chatbot market is likely to grow to $994 million by 2024

Where will technology take us – and what role will be play in the creation of our own future at work?

There is a point of time somewhere around 2045, according to futurist Ray Kurzweil, when our lives will be profoundly and irrevocably changed. At this point, computers, or rather AI, will surpass humans as the smartest kids on the block – a super AI intelligence that has long since passed the Turing test (when a human is unable to distinguish a...

By Max Eaglen, 12 October 2018, 0 comments. Categories: Automation, Customer Experience.

Lack of tech skills could hamper $11.5 in global industry growth, finds Accenture

Today’s education and training systems are not keeping up with the current demand for skills and the emergence of new technologies, and the result is a widening skills gap that threatens to hamper $11.5T in global growth.

That’s according to an analysis by the global management and professional services firm Accenture, which concludes that new approaches to learning are desperately needed if businesses are to achieve the growth...

By Mark Jones, 03 October 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

Wake up call for retailers: My car realised I’d moved, but Amazon didn’t

I recently moved into a new home and in a two-month stretch spent a significant amount of money on Amazon.com buying numerous furnishings, decorator items and appliances.

It struck me that despite being a loyal customer and Prime member, Amazon never figured out I was moving nor suggested any items or services I might consider for my new home. I wasn’t offered any...

Global martech spend is estimated at $100bn, according to WARC

Global marketing spend is booming, according to a new study by marketing intelligence firm Warc, and traditional media is “paying the price”.

According to the group’s Martech: 2019 and Beyond survey based on responses from more than 800 brands and agencies in the UK, North America, Asia Pacific (APAC) and continental Europe, spend on martech is now worth an estimated $99.9bn (£76bn).

In the UK and North America, brands upped their budgets on marketing technology - email and social...

By Mark Jones, 24 September 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

Adobe’s purchase of Marketo’s B2B martech ‘resets the playing field’

Adobe has confirmed that it will be acquiring the privately-held cloud marketing software group Marketo from Vista Equity Partners for $4.75bn (£3.6bn). The sale price is a near $3bn (£2.3bn) mark-up on Vista’s 2016 purchase price of $1.8bn (£1.4bn).

The announcement yesterday followed rumours of an impending deal last week as reported by Marketing Tech, and speculation around the impact the...

By Mark Jones, 21 September 2018, 0 comments. Categories: Advertising Technology, Automation, Customer Experience.

Adobe could be gearing up for a multi-billion dollar bid for Marketo

The multinational computer software company Adobe, which carved out its name with image-editing programme PhotoShop, is rumoured to be in talks to acquire Marketo, a privately-held cloud marketing software group.

If the murmurings come to fruition - which were originally reported by Reuters and are so far unconfirmed by each company - Marketo’s purchase price would likely be in the multi-billions. Vista Equity Partners paid $1.8bn for the company in 2016 and a new deal on the table is expected to be...

By Mark Jones, 14 September 2018, 0 comments. Categories: Advertising Technology, Automation, E-Commerce, Mergers and acquisitions.