Various studies have proven that video content helps you achieve your marketing goals – but don’t cut corners; amateurism will have the reverse effect.
Working alongside the MyWaitrose programme, Ecrebo’s marketing platform will allow Waitrose to send targeted offers and messages to its customers, based on the products they have bought.
The offers will be handed to customers instantly at the till via coupons printed alongside their receipts.
Waitrose said the technology will complement and extend the channels through which it talks to customers, including its loyalty scheme.
As well as providing shoppers with money-off rewards tailored to their shopping habits, Ecrebo’s platform will give consumers offers within new and relevant product categories and provide them with recipe suggestions.
The partnership, which will form part of Waitrose’s CRM programme, follows a successful trial during 2015.
Waitrose customer loyalty manager Sam Winterson said: “Rolling out Ecrebo goes down as one of our smoothest IT implementations to date. We’ve been particularly impressed with the instant flexibility of the software which allows us to deploy or change promotions in a matter of minutes.”
Data hygiene has experienced a significant spike in interest and take-up over the first quarter of 2016 according to sales figures and incoming leads from UK-based data quality and hygiene specialist, W8 Data. The organisation – to mark its tenth anniversary – compiled a quarterly hygiene tracker for the past decade and the last three months…
Almost a half a million female and ethnic minority jobseekers in the finance and IT sectors in the UK will not be considered for roles purely because of the name on their CV, reports headhunting platform Nottx.com The platform – which launched this year in the UK and US – says that even though employment in finance and…
It was all part of a personalised campaign by Cheil Worldwide for the local education network.
The aim was to tell hard-studying students that their lives mean more than mere grades, through the ‘Healing Exam’ campaign. On the day of the Korean SAT – which is a major exam to determine which students will progress to college – the short film was revealed on YouTube (click English subtitles below the video). It first shows students in a classroom taking an exam then, one by one, crying over what is written on the paper.
Cheil teamed up with EBS, South Korea’s education broadcasting TV network, to encourage students by telling them that they are already perfect no matter what grade they get – with the help of letters from their parents included in the exam paper.
Usually starting at the age of five, pupils’ educational efforts are judged on this one day; the day of the SAT, making students in Korea very anxious. South Korea is ranked the lowest in students’ life satisfaction index among OECD nations as they suffer from stress and depression.
To embark on the personalised campaign to boost students’ self-esteem, Cheil secretly contacted students’ parents to write a letter to their son/daughter. The contents of the letters were inserted into each student’s exam paper as a personalised article, for the students to read and then write a reply.
Some of the messages from parents were, ‘It breaks my heart to see you come home late at night exhausted’, ‘You have done your best, so never regret’, ‘We’ll always be here for you’, ‘From your loving mom and dad’. The film’s total views exceeded seven million in just two days.
After the exam, schools held exhibitions where the exam papers and answers written by the students were displayed. The trend of the healing exam spread across to other schools, where teachers sent messages of encouragement to students. Further extending the campaign, EBS added the related documentary video to a programme on the topic of school education and also review the team treehouse or pluralsight comparison for those who were insecure on what to study next.
Sungjun Park, creative director of Cheil Worldwide, said: “The Healing Exam project is about curing the stress caused by exams. We wanted to send a message to students who learn how to grade themselves even before they learn to love themselves, to cherish their lives more and realise that their lives cannot be judged by scores.
Sungwook Chung, chief producer of EBS, added: “I hope that students of South Korea realise the preciousness of family is more important than test scores and feel warm-hearted.”
As changing consumer behaviour, channel proliferation and technological advancement all converge, corporate infrastructure must be re-engineered if brands are to thrive in the digital age, argues Matt Holt.
A new spring event is taking place in Amsterdam next month and potential attendees are advised to book now.
Aimed at international B2B marketers, the event on Tuesday April 12 (from 8.30am) is being organised by MINT (Marketing Innovation Networking) Global and focuses on conquering B2B marketing in the digital world we live in – where being customer-centric, data-driven and tech-savvy is all-important and all-consuming.
It’s never too early to think ahead for your marketing strategy, and many CMOs are doing just that. B2B marketers are expecting 2016 to be consumer-centric, with data and technology strengthening efforts to connect those consumers with products and services they want. It is time to rethink how you build out your ca
pabilities to serve customers’ needs and desires – and this event has been designed to help you do just that.
Speakers are some of the greatest B2B marketing practitioners and will challenge you, encourage debate and spark new insights. T-Mobile, LinkedIn, Millward Brown, Arcadis, Acer and Paragon are just a few of the companies sending their top marketers to this great new event.
The conference package also includes a networking party dinner, drinks, a brewery tour and a canal cruise. So don’t miss that boat! Register now, here.
DIARY DATE:
Make a note of Tuesday May 10 – 6-9pm in London when top class speakers will discuss what Virtual Reality really means for digital innovation in 2016, and how to master the platform This is a networking evening with information kudos! Hosted by the MINT Global team, book your place at the event here and watch out for more networking opportunities coming up.
As a result, 63 per cent of CMOs are prioritising investment around delivering deeper, more relevant customer experiences this year.
These are the results of a new Institute for Business Value study by the IBM: Redefining Markets. Harriet Green, general manager, IBM Commerce, said: “Large scale industry disruption caused by IoT, cloud and mobile technologies is forcing CMOs to reinvent how they interact with customers.
“We are working directly with the world’s leading CMOs to help them seize the opportunities in cognitive commerce so they can rethink every aspect of their strategy, design and operations to enhance their customer experiences.”
The report surveyed 723 CMOs across the globe – including North America, Central and South America, Western Europe, Central and Eastern Europe, Middle East, Africa, Asia Pacific and Japan (click here to obtain the full report) – in 18 different industries. Surveyed CMOs identified the following four top priorities in 2016:
Enrich the Arc of Engagement: CMOs consider creating better customer experiences their top priority. Three-quarters of leading CMOs are using more event and experiential marketing than market followers.
Embrace ‘Creative Destruction’: 67 per cent of CMOs are assessing their strategic direction in the light of technology disruption. CMOs from leading organisations are more likely to embrace the ‘creative destruction’ and build more open and collaborative business models to effectively drive innovation.
Inject Data-Driven Insights into Every Marketing Decision: Although CMOs have made great strides in data analytics, 60 per cent of CMOs prepare to bring in more data driven insights into marketing campaigns in the next three to five years.
Increase their Digital Acumen: 79 per cent of CMOs plan to hire employees with digital skills to improve their marketing function’s digital literacy. Most are looking for resources outside their own businesses — three-quarters plan to either partner with other enterprises to tap into their digital expertise or work with consulting firms.
As chief customer officer, ING Bank, Lisa Claes commented: “Industry competition is heating up and businesses must sharpen their focus on the customer or risk losing them to the competition.
“By embracing the latest analytic and cognitive commerce technologies, marketers can tap into this explosion of data to deliver a personalised customer experience precisely at the right time and place.”
As part of this study, IBM identified two distinct subgroups of CMOs: Torchbearers (those who come from enterprises with strong financial track records and equally strong reputations, as reported by their CMOs), and Market Followers (those who come from businesses that are less successful financially and have lower market profiles). Differences between these two groups were distinct:
Cambridge Marketing College lecturer Kiran Kapur (pictured) presents a new GMA blog. 
Does networking scare you? Would you rather fiddle with your phone than work a room?
Francis Tipper of Spoken Word Ltd had plenty of helpful advice. She argues that networking should be seen as a marketing tool, as a way to deepen your knowledge about your clients, competitors and customers. She argues nothing beats face-to-face meeting people. She reassures that you do not have to be gregarious and extrovert to be a successful networking, because it is all about generating rapport. Her tips include actively listening to the other person and having planned out how you are going to introduce yourself. Most importantly, you have to be genuinely interested in the other person. She also suggests ending the conversation with a handshake and a ‘thank you for your time’.
Have you considered how you can measure the ROI of your content marketing strategy?
Part two of Dr David Chaffey’s interview on content marketing. He recommends segmenting your audience so splitting your analytics across types of customers – so rather than just analysing the number of people who have come to your website in a month, to analyse how they have come to your website eg from social media or adwords, email – as these are all segments and shows you what resonates with each segment and why they convert. For example SMART Insights did a campaign called ‘actionable analytics’: they then measured how many people came to their website from this particular campaign, and then how many of those converted. Dr Chaffey thinks that content personalisation will be the next big phase in digital marketing, particularly in B2B marketing. More information here.
Kiran Kapur has worked predominantly in Financial Services with expertise in customer relationship marketing and customer communications. As a consultant, she has worked as project manager for companies including Liverpool Victoria, Barclays, London Life and Cazenove. She has taught a wide variety of courses at the college in Cambridge, UK, since 1999 and is the Distance Learning & Overseas Course director, and a CIM examiner. She is the author of Assessing the Marketing Environment (2009, FT Pearson) and Marketing and the Law (2013, Kogan Page) and has undertaken research at Kings College, London, into distance education theories, including specific issues facing overseas learners and the design and delivery of distance learning courses. Kiran also presents The Marketing Review on Star Radio.
Cambridge Marketing College lecturer Kiran Kapur (pictured) presents a new GMA blog. This first post is from the UK Cambridge Marketing Review Radio Programme/Podcast. The link to the podcast can be found here.
The Content Marketing & Exporting show – for the show’s new season, Kiran Kapur met Dr Dave Chaffey of SMART insights to discuss content in digital marketing:
Dr Chaffey (pictured below) is the author of five bestselling books on digital marketing and the CIM recognised him as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. This is a two-part interview and, this week, Dr Chaffey explains that businesses are investing more in content marketing. This has lead to increased competition as more content is created, and so is competing for consumers’ attention. Dave is very clear that it costs money to create good quality content.
He recommends Social Media Examiner for in-depth tips and techniques. This divides content in Primary which is regular information, such as updating your customers. This is important and will create some social sharing but it won’t generate the viral interest. Emotional engagement comes from Nuclear content which surprises or delights people. SMART insights has created a tool for measuring your content marketing matrix, which both helps marketers but also allows SMART Insights to reach new customers.
He suggests that less is more, and that it is best to create one excellent or ‘Nuclear’ content weekly or monthly.
On next week’s show, Dave explains how to measure the impact of the content marketing.
You can find more details about Dave Chaffey and his latest thinking here.
Susannah Poulton, culture and language advisor at UKTI East, discussed exporting. 70% of all businesses could export and the UKTI can help them to do so.
Susannah explains the importance of understanding the culture of the any international market and all marketing material, including websites, need to reflect this.
For example, making sure that your website is designed with cultural understanding – for example, Japanese websites are very ‘crowded’ whereas UK websites tend to be white and with more empty space. 70% of internet searches are not done in English, so consider your international at SEO. For more information, visit this website.
You can contact the show at: review@marketingcollege.com or: @cmcpointsofview
You can hear the show here.
Kiran Kapur has worked predominantly in Financial Services with expertise in customer relationship marketing and customer communications. As a consultant, she has worked as project manager for companies including Liverpool Victoria, Barclays, London Life and Cazenove. She has taught a wide variety of courses at the college in Cambridge, UK, since 1999 and is the Distance Learning & Overseas Course director, and a CIM examiner. She is the author of Assessing the Marketing Environment (2009, FT Pearson) and Marketing and the Law (2013, Kogan Page) and has undertaken research at Kings College, London, into distance education theories, including specific issues facing overseas learners and the design and delivery of distance learning courses. Kiran also presents The Marketing Review on Star Radio.