Will technology take my marketing job?

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With advances continue apace in the marketing technology industry, is there a danger that tech will progress to the point it can do the job of a savvy marketer?

In late 2015, employed individuals throughout the country began to question whether a ‘robot’ would steal their job. The panic transpired as a result of research conducted by Oxford University and Deloitte.

The key – and widely published – finding was that 35% of UK jobs are at high riskof computerisation...

By Adam Oldfield, 27 May 2016, 0 comments. Categories: Automation.

Five ways marketing automation is ruining your customer relationships

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With a plethora of marketing tools available to help automate mundane tasks, it has become easier to be less hands-on when it comes to executing marketing tactics.

On average 49% of companies are currently using marketing automation, with more than half of B2B companies (55%) adopting the technology. While these tools can be useful, developing customer relationships with a human touch and customisation is still important.

Here is a list of common mistakes businesses often make when...

By Shaun Haase, 13 May 2016, 2 comments. Categories: Automation, Customer Experience.

Automation is ushering in a new era of retail and eCommerce - are you keeping pace?

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We have come a long way from the corner shop of our grandparents’ world.  We've gone from local grocers, to high street shops, to shopping malls, to out of-town mega centres, to the virtual world of eCommerce.

The landscape is forever changing and retailers need to keep apace to stay in the game

We're a creative agency with many clients at the forefront of innovation within the retail and tech sectors including Vodafone, Yo Sushi! and HCL. But, it’s not about the...

By Max Eaglen, 10 May 2016, 0 comments. Categories: Automation, E-Commerce.

Is the Industrial Internet set to turn the marketing industry on its head?

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Over the past decade or so, a seismic change has shifted the ground underneath the marketing industry transforming it from an art into a science. Where once the marketing department was a natural home for creative minds, now those creative skills are being honed into analytical skills. This is a result of:

  • Post-austerity budgets demanding accurate and detailed ROI calculations
  • The availability of 40+ marketing communications tools adding variety and diversity to the industry, and making it easier to track physical and digital performance
  • The effectiveness and affordability of digital...

By Andrew Ford, 06 April 2016, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing, Web Analytics.

Marketing moving ahead of IT in software spend decision making

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It used to be the domain of the IT manager, but new research suggests that two thirds of marketing managers are now making the call on purchasing new marketing software.

The study, by digital transformation business Squiz, seems to show that both marketing manager and IT manager agree that the shift in decision making has needed to happen with only 45% saying that they believed that such a purchase decision lay with the IT manager.

When it comes to where marketers are investing, the...

By Liz Morrell, 14 March 2016, 0 comments. Categories: Automation, Best Practice, CRM, Customer Experience.

Is a machine-led approach to marketing right for everyone?

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The seemingly simple concept of improving the customer journey is one that’s often enough to strike fear into a marketer’s heart. How do you improve the voyage for a consumer that is often consuming across channels, devices and brands and for whom experience is key?

Getting your messaging and tone right is crucial, but in situations where you are removed from the consumer can be tough. Retailers have long focussed on the importance of improving the consumer journey but in...

By Liz Morrell, 27 January 2016, 0 comments. Categories: Automation, Data-driven marketing, Personalised Marketing.

How to reach today’s B2B buyer: A hybrid sales and marketing model

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Today’s buyer wields more power than ever before. They enjoy access to more information and are better informed about your company and products. Not only this, but they are more knowledgeable than ever before because they spend more time doing self-guided research.

The art of the cold call is dead to today’s buyer – they have fortressed themselves from intrusive sales tactics. They expect salespeople to have some knowledge of what they are interested in, and looking...

By Martin Moran, 11 November 2015, 2 comments. Categories: Automation, Data-driven marketing, Data Science.

Cutting through the noise of marketing automation – and how to get it right

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If you’re a marketer, you’ll have heard of marketing automation but too often the terms marketing automation and email marketing are used interchangeably. So what is marketing automation?  In simple terms, marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration, and campaign management.

If you get it right, marketing automation helps you...

By Anthony Bagshaw, 20 October 2015, 2 comments. Categories: Automation, Customer Experience, Data-driven marketing.

How a chief automation officer can enable your digital transformation

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We are all aware a successful digital transformation at pace means the difference between future success and failure. Just look at the likes of Blockbuster, who failed to adapt to the way the consumption of movies was changing, and quickly slipped into oblivion.

While we can’t control which new technology will be the next major disruptor, we can empower the boardroom to react quickly and exploit disruption before competitors. For this reason, there...

By Dr. Chris Boorman, 15 October 2015, 0 comments. Categories: Automation, Big Data, Data-driven marketing.

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...

Case study: How finance brands use data segmentation to improve the customer journey

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As consumer confidence returns, the rise in people looking for credit provides lenders with a real opportunity. Ensuring those consumers can afford the credit remains top of the agenda, with recent regulatory changes designed to provide stronger protection for the consumer.

The key is for lenders to make the checks needed to satisfy the regulators and protect the customer but to do it in a way that avoids damaging customer experience and driving customers away. So, how can...

What will be the big trends for data-driven marketing in 2015?

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In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel,...

Yandex offers to turn enterprise big data into strategic insights

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Search engine Yandex is giving enterprise businesses the chance to use its machine-learning technologies to transform unstructured data into valuable insights.

With Yandex Data Factory, enterprise companies can manipulate big data to boost sales, make their business more cost efficient, predict product demand and overhaul any audience targeting technology they currently use.

Yandex Data Factory is based on MatrixNet, the firm’s machine-learning technology, which deciphers...

By Simon Holland, 10 December 2014, 0 comments. Categories: Automation, Big Data, Data-driven marketing, Data Science, Personalised Marketing.

Tech vendors appear on new diagram of digital marketing world

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Marketers’ hunger for chart-based imagery of their industry can be seen through the availability of Lumascape charts and now analyst firm Real Story Group has joined the party with an update to its marketing technology vendor map.

Real Story has designed the infographic to have a similar aesthetic to the New York subway map, with different coloured lines representing specific marketing channels, including web content, digital asset management and automation.

One visually...

By Simon Holland, 14 November 2014, 0 comments. Categories: Attribution, Automation, Commerce, E-Commerce.

Why marketing automation is the next phase of CRM

CRM software has been around for 20 years. It has been used to manage customer records and details of communication. Managing prospects has been a key part of the software, and the CRM has been the biggest assistance to the sales cycle. CRM systems like Microsoft’s CRM help companies determine which customers are prospect, and which need more persuading.

Marketing automation has seen the fastest growth of any CRM related segment in the last five years. Marketing administration and tasks are more...

By Tina Chohan, 14 August 2014, 0 comments. Categories: Automation, CRM.

Twilio: The ‘age of the customer’ emphasises why brands need APIs

The issue of why brands should have APIs is not a new one, with articles as far back as 2011 espousing this notion. For Twilio, a provider of cloud-based APIs and a leader in the market, it’s about what CMO Lynda Smith calls “building great customer experiences.”

“What we’ve started to see as we looked across the customer base that we have, and all the interesting ways that we’re using communications, it’s...

By James Bourne, 21 May 2014, 0 comments. Categories: Automation, Campaigns, Publishing.

Adbrain launches beta platform after seed funding round

Real-time advertising platform Adbrain has launched a private beta platform for its programmatic ad buying solution, nine months after nailing $1.5m in seed funding.

The platform, which enables programmatic mobile audience buying, has garnered support from ad companies M&C Saatchi Mobile, Fetch and Somo, as well as agencies Annalect and The Exchange Lab.

Adbrain claims its solution is unique because it enables buyers to layer first, second and third party data for “hyper-efficient real-time mobile...

By James Bourne, 19 February 2014, 0 comments. Categories: Advertising, Automation, Campaigns.

Talking Twitter: Customer service through social media

For the modern brand online, dealing with customers face-to-face isn’t an issue – but the fervour that people voice over the phone isn’t as drastic as the vehemence of ornery online consumers.

Social media engenders a sense of freedom and often entitlement, leading to outlandish statements from users who are disgruntled by brands. You can try to placate them, reason with them or ignore them entirely, but some social media teams choose to riposte with scathing or witty comments.

Brands often...

By Tim Hawes, 29 November 2013, 0 comments. Categories: Automation, Campaigns, Social Media Marketing.

Emailvision is dead, long live SmartFocus: Cloud marketer changes brand name

Emailvision, the cloud-based marketing platform and CRM provider, is now SmartFocus after the company changed its name effective this morning.

“Our new site reflects our new identity and helps our customers and prospects understand how we can help them deliver real-time personalized marketing to all of their customers,” the revamped company website explains.

Why the change? Put simply, the previous name didn’t offer enough insight into what the company was doing.

Brad Wilson,...

3 ways publishers and advertisers can optimise display ad strategy

The online display industry is attracting some deserved attention, following figures from Forrester which predict that the marketing investment in this space will increase by 17 per cent year on year in the US until 2017 – closely followed by Europe.

Obviously, marketers want to maximise return on investment on their increased online display investment, while publishers need to maximise the new opportunities presented to them as a result. Against this backdrop, a win-win situation can be engineered for...

By Spyro Korsanos, 12 November 2012, 0 comments. Categories: Advertising, Automation.