The elusiveness of customer loyalty: Winning the new battleground for marketing-led growth

The digital world has given consumers near-endless choices, and that has made many of them fickle. Easily tempted away to try new products or services, consumers aren’t as likely to be loyal to brands as they once were. In fact, McKinsey research from more than 125,000 consumers shows that 87% of them exhibit a strong propensity to shop around and incumbent brands hold their own just 42% of the time.

Further, our data suggests that most categories are “shopping” categories. In this...

By Dave Elzinga, 08 May 2018, 0 comments. Categories: Branding, Campaigns, Customer Experience, Data-driven marketing.

The GDPR learnings that nobody told you about: Guidelines for small businesses

Few changes over the last several years have as many practical repercussions on the way marketers do their job as GDPR. Our recent research into business readiness, run through Product Hunt, was met with thousands of responses.

There is a real eagerness across borders to share and learn when it comes to this topic – don’t forget it’s just as relevant for the US as it is for APAC marketers, as the regulation affects anyone collecting, processing and storing personal data of European...

By Judy Boniface, 04 May 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

How voice AI is the game changer for the 3 Rs – reviews, returns and restocking

Despite the belief voice-controlled devices are only used to ‘ask Alexa’ what the weather will be like or to play a song, two in ten (20%) of device owners in the UK are already using them to connect with retailers.

Voice AI is undoubtedly changing the way we shop and it will continue to do so, with voice-controlled device shopping expected to triple this year. However, before voice...

By Amit Sharma, 04 May 2018, 0 comments. Categories: Automation, Commerce.

Brand safety doesn’t mean restricting your reach – it increases the return on your spend

'Brand safety' is one of those unrelenting industry phrases that seems to be spouted ad nauseam, with brands and agencies alike contributing their two cents in every possible publication. The irony of that statement is not lost on me doing it again!

We all claim to care about brand safety, but many brands have yet to address their own accountability. We jump blindly into programmatic black holes and user generated content minefields, running across lengthy site lists with little concern as to where...

By Nathan Warner, 03 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding, Programmatic.

How to use visual analytics to optimise your retargeting strategy

Visual analytics, the ability to visually analyse data with software that allows you to ask and answer endless questions, helps marketers to decode the complex world of consumer retargeting. It allows them to understand who their customers are and why they behave the way they do. With data visualisation technology, consumer behaviour can be tracked in real time and analysed to predict future trends, allowing companies to keep their retargeting strategies relevant and up to date.

Saving time, money and...

By Eulalie Masson, 02 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Web Analytics.

The four most important metrics for any marketer to understand

Traditionally, marketers have tended to focus on clicks, unique visitors, leads and opportunities to measure campaigns and demonstrate their business impact.

While the marketing industry will never fully divert from these more traditional metrics, the competition is becoming tougher than ever before – with 589,008 new UK businesses setting up shop in 2017 alone. To truly stand out and drive a business forward in the modern day,...

By Jen Grant, 02 May 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Why omnichannel is the answer to the retail apocalypse

2018 has seen UK retail undergo a catastrophic shakeup, as High Street shops close at an increasing rate, big brands like Toys ‘R’ Us and Maplin go under and others like Prezzo and Carpetright struggle to stay afloat.

It is now a cliche to say that digital has had a big role to play in this potential retail armageddon. Several major market changes, such as the proliferation of mobile devices and Amazon’s meteoric rise...

By Sam O'Meara, 01 May 2018, 0 comments. Categories: Best Practice, Branding, Customer Experience, Personalised Marketing.

Assessing the ‘where’s where’ of geolocation in digital advertising

Global mobile use is expected to make up almost three-quarters (73%) of time spent using the internet in 2018. This is a trend that’s growing, particularly in areas such as China and India, as many consumers around the world own smartphone’s first, ahead of laptops and desktop computers.

As mobile browsing becomes the norm, being able to understand a user’s location is more important than ever – particularly with consumers placing...

By Andy Ashley, 01 May 2018, 0 comments. Categories: Advertising, Advertising Technology.

Four ways to maximise Amazon's social marketing power

Whilst Google is known for dominating search marketing, Amazon has started giving the search giant a run for its ad revenue – something that astute marketers will have seen coming for some time now.

According to WPP, 55% of product searches in the US now emanate from Amazon, and advertising has been a key contributor to their strong growth - 60% year on year.

This should come as little surprise; after all,  the e-retail giant has not only completely transformed the way we do business, both in...

Never mind CRM – what about partner relationship management?

The idea of customer relationship management, or CRM, has been around for years and companies such as Salesforce have built billion-dollar businesses around managing the direct sales relationship. But a recent Impartner survey shows that nine out of ten hiring managers are finding it difficult to recruit direct sales professionals and as a result, companies are increasingly turning to indirect sales to deliver business growth.

However, when it comes to managing the channel, CRM platforms, designed for the...

By Dave Taylor, 30 April 2018, 0 comments. Categories: CRM, Customer Experience.

Eight reasons why every small business needs to have a blog

A blog is technically a base for customers to read all about their favourite companies and their news, while also grasping a better understanding of what they do and what they’re all about. The majority of the time, a business blog creates great content and therefore brings in more traffic. Here are eight reasons on why a business blog is a great idea.

It will earn you backlinks

A company blog fuels SEO and if you want to rank well in Google, Yahoo, Bing and other search engines, then it is vital to...

By Paul Hunter, 27 April 2018, 1 comment. Categories: Branding, Content Marketing.

Why integration is the future for design agencies

Integrated versus specialist is a topic that has been hotly debated in recent years on both sides of the client-agency divide.

For agencies it’s about balancing the need for efficiency of internal processes, with demonstrating true value that you bring to clients, whilst remaining competitive within the continuously fragmented agency landscape.

It’s argued that there is a need for a new model for the ‘agency of the future’ that actually features interdisciplinary teams or even...

By Chris Harris, 27 April 2018, 0 comments. Categories: Best Practice, Branding, Campaigns.

Transparency in advertising is simple – just ask for it

Transparency is surely one of the advertising industry’s favourite buzzwords. And yet, for a term so oft-used, it maintains an aura of mystery - it is the holy grail of advertising, highly sought after but seemingly so hard to achieve.

But this simply isn’t the case. Transparent relationships are so much more straightforward than ones built on ambiguous foundations.  And how to achieve such a relationship? Well, in my view, it’s simple - you just need to ask for it.

Pinning transparency to the...

By Sacha Berlik, 27 April 2018, 0 comments. Categories: Advertising, Customer Experience, Personalised Marketing.

Second-hand goods: Why it’s important to not let current trends hinder creativity

“There is nothing new under the sun”, the famous saying goes. It actually comes from the book of Ecclesiastes in the Old Testament – written well over two thousand years ago!

The fact that it has resonated down the centuries, and (ironically perhaps) feels as fresh today as it ever did, surely points to the fact that for all the abundance of possibilities in life, we actually experience much the same things as each other, just in different formats or settings.

In the communications...

By David Morgan, 26 April 2018, 0 comments. Categories: Branding, Campaigns, Content Marketing.

Frictionless marketing: How automation can drive better experiences

James Dyson’s inventions could arguably be used to define what frictionless business looks like. From the hairdryer to the vacuum cleaner, and now onto the electric car, his vision for innovation through simplification is an inspiration to many.

It was with surprise, then, that I read a news article recounting comments he made around how automation will boost employment and “should not be feared”. As a marketing professional I have long held the belief that business is about human...

By Connie O'Brien, 25 April 2018, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

The rise of the machines in digital marketing: Building relationships between brands and consumers

Today, we rely heavily on information technology to increase our brand image and reach consumers. In 2018, the rise of the machines (minus the I, Robot plot twist) is evident in the popularity of augmented reality (AR). The AR industry is experiencing serious growth compared to that of virtual reality, due to the likes of Ikea Place, Snapchat and Pokémon Go. Flow Digital, a digital marketing agency based in Newcastle, are looking into the...

By Lauren Green, 25 April 2018, 0 comments. Categories: Automation, Data-driven marketing.

Google Shopping vs. text ads: Where should digital marketers spend their AdWords budget?

With ever-growing opportunities to promote businesses via Google, it can be difficult for digital marketers to know where to focus their efforts. Whilst a number of search specialists are – quite rightly – deploying clever tactics to boost organic listings, businesses should also remember the benefits that paid search can bring – speed, insight and ROI. However, if budgets are limited, what’s the best way to invest time and money with AdWords?

Google Shopping is not new – in...

By Andy McCaul, 24 April 2018, 0 comments. Categories: Advertising, Advertising Technology, Commerce, E-Commerce.

Why social is the #1 equaliser for brands

There are two types of businesses in the world when it comes to social — an organisation that does it because it feels it ‘has to’ to keep pace, and the ‘socially mature’ business that does it because it truly understands social media engagement, and its value on the bottom line. Social media is now the cornerstone of modern marketing strategies, regardless of the organisation's size, age, market position or revenue.

A business that is able to properly use social and all it...

By Rob Coyne, 24 April 2018, 0 comments. Categories: Branding, Content Marketing, Social Media Marketing.