Is data-driven marketing in rude health? Why CMO opinion may not tell the full story

The annual Gartner CMO Spend Survey isn’t just about marketing spending. While this survey digs into the budget and financial priorities of chief marketing officers (CMOs) across a range of industries and geographies, it does much more than that. The survey seeks to understand the capabilities that CMOs define as vital to the delivery of their strategies and how they define and measure success.  

In the

By Ewan McIntyre, 11 November 2019, 0 comments. Categories: CMO, Data-driven marketing.

Demystifying influencer marketing: How brands can build relationships with a data-driven culture

When it comes to the practice of working with influencers, I come across a lot of fear and caution amongst marketers. Whether it’s the fear of influencer fraud, uncertainty around how to measure results, or an inability to understand the impact of their investments, people remain wary.

Yet, influencer marketing is one of the highest potential practices for brands. An influencer’s voice can often be seen as more...

By Gemma Dodd, 08 November 2019, 0 comments. Categories: Branding, Campaigns, Influencer Marketing, Social Media Marketing.

How personalisation will look in 2020: What do marketers need to do now?

Personalisation has long been a ‘fantasy’ most marketers indulge in where they’re able to directly interact with individual consumers, whilst controlling the context and timing of the content that’s delivered.

But as technology has improved – and data has become easier to generate – what might’ve been somewhat of an illusion before, is in fact now more real for marketers.

By Jonathan Thirkill, 07 November 2019, 0 comments. Categories: Customer Experience, Data-driven marketing, Personalised Marketing.

Eight ways to make potential customers feel safer browsing your site

Shoppers going to brick-and-mortar stores have clear signals that the environment they’re in is safe and secure: manicured storefronts, security guards or cameras, helpful employees, well-ordered check out stations and other intuitive cues all create a sense of comfort and safety, helping put shoppers at ease. 

But when shopping online, these physical cues don’t come into play....

By Chemi Katz, 06 November 2019, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, M-Commerce.

Starbucks flips the equation with Deep Brew – by using AI for a more humanised customer experience

Starbucks has been making noise about its artificial intelligence (AI) projects of late – and specifically how they can be applied into marketing and customer experience activities.

Speaking to analysts following the company’s Q4 2019 earnings release at the end of last month, Starbucks CEO Kevin Johnson noted how Deep Brew, an initiative focused on the coffee house’s AI investments, is taking shape.

WeWork has imploded. Why are we so vulnerable to the cult of the startup?

Opinion Nine years and 46 million square feet after its first branch opened in SoHo, New York, WeWork has been found out. Its IPO implosion was the logical end to an eventful 10 month period that began with a cool billion raised in series H funding, and progressed to a confusing S-1 filing, claims of corporate misgovernance, a massive valuation drop and the resignation of its CEO. Whether WeWork survives this remains to be seen. For now, it’s a...

By Andrew Missingham, 01 November 2019, 0 comments. Categories: Branding, Case Studies.

The importance of becoming a ‘unifier’ CMO – and building relationships in the C-suite

There has arguably never been a better time to be a CMO. After years of defining marketing primarily as the “brand” or “advertising” arm of the business, many CEOs now regard it as an investment and rely on it to drive growth. To deliver on that growth expectation, CMOs need to form bonds with other members of the C-suite. Cross-functional collaboration is essential. 

By Biljana Cvetanovski, 31 October 2019, 0 comments. Categories: CMO, Customer Experience, Data-driven marketing.

How Mastercard is leveraging its sonic identity – and evolving brand security in the process

In February, Mastercard issued a press release which announced the launch of what the company called its ‘sonic brand identity.’ The result was touted as ‘a distinct and memorable melody with adaptations across genres and cultures.’

Naturally, there was also an audio press release sent out where the tone was played (1:04)...

By James Bourne, 30 October 2019, 0 comments. Categories: Advertising, Branding, Commerce, M-Commerce, Video & Audio Marketing.

How to make a heritage brand relevant today: A guide

In today’s disrupted world even the most established brands can’t stand still. The best heritage brands have to blend innovation with tradition – after all it is this ability to continually evolve and adapt that has kept them in business so long. But how do organisations that have so much history look to the future with their branding?  How much do you take from the past and when does heritage weigh you down rather than elevate your message?

By Debbie King, 28 October 2019, 0 comments. Categories: Branding, Case Studies.

Why voice search is where the puck is going for digital

Continually riding the wave of the next ‘big thing’ in social media is certainly a roller coaster ride, and we are now on the cusp of another major change. Voice search has been growing in popularity and is starting to have a transformational impact on the way marketers can influence people to know, like, trust, and eventually buy from a specific brand.

Today’s social media landscape is driven by text and images but this is already shifting as an increasing...

A guide to retargeting for increasing conversions: The three questions you need to ask

In many cases, a bit of retargeting is needed to align your marketing goals with your business goals and draw in the right customers.

By retargeting, you can drive people to your website with specific content that is more in-tune with consumer trends. A strong retargeting strategy is excellent for turning window shoppers into buyers and increasing conversion rates.

Here are some questions to ask yourself...

By Mansi Dhorda, 23 October 2019, 0 comments. Categories: Advertising, Advertising Technology, Personalised Marketing.

It’s finally time to ditch the vanity metrics – and focus on these measurements instead

Today’s marketers have oceans of data at their disposal that they can use to track a nearly endless array of metrics to measure performance. Being able to eliminate assumptions and objectively evaluate campaigns is something marketers have always wanted. If they’re going to use data effectively, however, they need to acknowledge that not all metrics are created equal.

Vanity metrics are...

IT versus marketing: Why blame culture is causing retailers’ budgets to go down the drain

To thrive in the fast-paced, cut-throat environment that is eCommerce, retailers must be agile and able to adapt and transform quickly when technological advances or customer trends demand it. The market is filled with stiff competition, and as we continue to shift into an increasingly customer-centric landscape, where personalised experiences have quickly become the bread and butter of today’s eCommerce sites, retailers are investing in projects that help them...

By Kevin Murray, 18 October 2019, 0 comments. Categories: Commerce, Customer Experience, E-Commerce.

How ‘digitally mature’ retailers can stand the test of a digital-first marketplace

Let me start by defining ‘digitally mature’ retailers. They have a solid commerce platform that enables new and existing customers to easily find products on the device of their choice – and ensures that promises regarding delivery, pricing and availability can be consistently met. But the advantages of this type of platform are huge for business intelligence. It allows a business to collect insightful customer data, process it faster and adapt to meet...

By Mark Bennigsen, 16 October 2019, 0 comments. Categories: Commerce, Content Marketing, CRM, Customer Experience, E-Commerce.

Salesforce explores the rise of the connected shopper – and what retailers need to do

Retail continues to be an area where the consumer is king. Engagement channels are changing, tech-enabled customer experience has never been more vital, and the battle between traditional retail and online marketplaces is well and truly joined.

Salesforce’s latest Connected Shoppers Report aimed to explore the relationship between bricks-and-mortar and digital retailers – and found that while the former still has its...

By James Bourne, 16 October 2019, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, M-Commerce.

How AI-enabled marketing can lower website bounce rates and improve accessibility

Marketers always strive hard to boost website traffic. A significant metric which quantifies the performance of websites is the bounce rate, indicating the percentage of users who leave without delving any further than the initial page.

In this context, it is important to understand web accessibility. The Americans with Disabilities Act (ADA) became law in 1990. It...

MuleSoft notes how the ‘coherence economy’ can salvage disconnected customer experiences

It is the mantra of all marketing professionals and the reason they get up and go to work each day: to build the greatest customer journeys they can. This is naturally easier said than done; depending on where your organisation is on its path you may have to knock down a series of silos before you can embark on the path of building seamless customer experiences.

Yet a new report argues this process is going slower than many...

By James Bourne, 14 October 2019, 0 comments. Categories: Big Data, Customer Experience, Data-driven marketing.

A whirlwind of emotions: The impact of consumer emotional states on search

Humans are not always wholly rational beings. That is not to infer that we are irrational, but simply that not every decision is based on a set of practical, logical steps. Often, our current emotional state has a huge part to play in how we behave at any given time. 

For marketers it is important to understand that many external influences can impact a potential customer’s emotional...

We are at the tipping point in defeating mobile ad fraud: What more needs to be done?

Mobile ad fraud is an issue for everyone working in the programmatic industry, and it’s clear that there is an overwhelming tide of parties committing it.

Many sources suggest that 40% of a typical advertising investment ends up being fraudulent. Within this, global loss to mobile-based ad fraud is estimated to make up almost half of total digital ad...

By Noelia Amoedo, 10 October 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Mobile Marketing.