Marketing cloud giants join forces as Oracle snaps up NetSuite

(c)iStock.com/Jason Doiy

Marketing cloud giant Oracle has announced that it will acquire NetSuite for $9.3bn. 

It's entered into a definitive agreement which is set to close this year, and the sale is worth about $109.00 per share in cash.

Both NetSuite and Oracle are big players in the cloud marketing landscape. Oracle has an entire cloud-based marketing package that focuses on automation and analytics and NetSuite has a strong marketing automation portfolio which includes an integrated CRM.

The...

By Rachael Power, 28 July 2016, 0 comments. Categories: Automation, CRM.

What's next for nextgen marketing and martech?

(c)iStock.com/xijian

Both at my own company and elsewhere I’m increasingly hearing the expression next generation (or ‘nextgen’) being used in reference to marketing technology. 

This has got me thinking about what it actually means, and who gets to decide whether a new software product or release qualifies being defined as part of the next generation?

In human terms, each generation of children replace their parents, who in turn replace the grandparents’ generation.

However,...

By Ian Fremaux, 26 July 2016, 0 comments. Categories: Automation, CRM, Data-driven marketing.

Is automation the marketing stack’s Holy Grail?

(c)iStock.com/Rawpixel Ltd

For marketers, it’s imperative to deliver relevant, personalised content to customers to be heard above the noise; and technology is the surest path to enabling today’s new vision of automated marketing.

The $1.8bn acquisition of Marketo is a recent indication of marketing automation’s importance to the growing marketing stack and driving a more personalised customer experience. But marketing challenges don’t just end once marketing automation is...

By Corinne Sklar, 26 July 2016, 0 comments. Categories: Automation.

Digital AI assistants: What opportunities are there for marketers?

(c)iStock.com/dem10

If we’ve learned one thing from Behavioural Economics it’s that human decision making is imperfect, and in so many ways.  

Our imperfection comes in countless guises, each with a different name. Confirmation bias, fundamental attribution error, sunk cost fallacy; in fact the Wikipedia page listing out every recognised decision making flaw making runs to 173 separate entries.

Faced with complex choices and limited time to make...

By Will Collin, 28 June 2016, 0 comments. Categories: Automation.

Chatbots could solve CX frustrations, new survey says

Chatbots are ever on the increase, but still a tech in its infancy with many brands yet to adopt. However, a recent survey shows many consumers rank them higher than apps for solving their frustrations. 

Social media agency myclever surveyed 1,000 UK consumers on whether current digital services are fully meeting expectations.

The research found the biggest online service frustration for customers across all sectors was a lack of...

By Rachael Power, 16 June 2016, 0 comments. Categories: Automation.

How Lithium is using Klout algorithms in new social marketing product Reach

(c)iStock.com/shapecharge

Last year MarketingTech discussed how Klout was shaping conversations for brands on the hard-to-navigate social web.

Acquired by Lithium for $200m in 2014, the social tool aimed to separate the signal from the noise when it came to consumers talking about brands on social media.

It’s not seen much coverage of late, but this week Lithium...

By Rachael Power, 10 June 2016, 0 comments. Categories: Automation, Big Data, Social Media Marketing.

The rise of chatbots: Why brands are embracing conversation

(c)iStock.com/Martin Dimitrov

It seems scarcely a day goes by without a brand, publisher, or celebrity excitedly announcing the launch of a chatbot.

Conversational AI is helping Facebook Messenger users choose holiday destinations and flights using Skyscanner; Burberry and Selfridges have accounts on WeChat and Line users can even chat to a Taylor Swift bot.

But how did we reach this point? After all, enthusiasm for chatbots represents a significant...

By Asaf Amir, 07 June 2016, 0 comments. Categories: Automation, Customer Experience.

Marketo to be bought by private equity firm for $1.79bn

Marketing automation software company Marketo has entered into a definitive agreement to be acquired by Vista Equity Partners for $1.79bn (£1.22bn) in cash.

Shareholders can expect to received $35.25 in cash per share from the transaction, which is set to close in the third quarter of this year. 

Marketo has over 4,600 customers worldwide. It'll keep its...

By Rachael Power, 31 May 2016, 0 comments. Categories: Automation, Content Marketing.

Will technology take my marketing job?

(c)iStock.com/gremlin

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

(c)iStock.com/Stepan Popov

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?

(c)iStock.com/master1305

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?

(c)iStock.com/archerix

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

(c)iStock.com/CSA-Archive

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?

(c)iStock.com/cosmin4000

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

(c)iStock.com/Yuri_Arcurs

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

(c)iStock.com/Ximagination

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

(c)iStock.com/akindo

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

©iStock.com/bjdlzx  

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

©iStock.com/ThomasVogel 

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?

©iStock.com/violetkaipa 

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,...