Month: December 2017

All I really wanted for Christmas was – ‘TV ad first’ brands to join us in the new world

Post author By Alex Hill
Post date 21st December 2017

Did the John Lewis TV ad ‘Moz the Monster’ prompt you to buy from that retailer . . . or do you fast-forward through the ads? Sweet seasonal telly ads leave a bad taste in the modern connected-up world, says Alex Hill – who believes brands busting their budgets on a big Christmas TV ad campaign should instead think audience-first, with social and digital activity leading the marketing, rather than the other way round.

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Tags Amazon Prime, creative, events marketing, John Lewis, Netflix, personalisation, smart TV, TV advertising, video marketing, YouTube

Americas Best practice Europe Global Strategy and Management UK USA

Seasonal versus all-year: how to pack a punch in the discounts battle

Post author By Chris Baldwin
Post date 20th December 2017

All too soon, deals won in the discounts battle fought during major retail events such as Black Friday & Christmas fade into last year’s bottom line and marketers turn their thoughts to a new year and fresh battlegrounds! But Chris Baldwin has advice and strategies that will create value for retailers all year round.

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Tags branding, customer engagement, customer loyalty, discounts, events marketing, Lidl, marketing strategy, Promotions, social media

Asia-Pacific Case Studies Data Management Europe Global Japan Netherlands Strategy and Management

Pedal to the metal — bringing the Mazda customer journey to life (case study)

Post author By Anoma van Eeden
Post date 19th December 2017

We are currently witnessing a period of immense change within marketing, says Anoma van Eeden. Consumers are far more aware of the ways in which brands are communicating with them and more savvy in determining and dictating their own customer experience – so here’s how the Mazda customer journey was made unique to the individual, bringing a fully connected and personalised experience.

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Tags Big data, case study, customer journey, data management, marketing campaign, Mazda, personalisation, user experience

Global Insight Strategy and Management

Direct Marketing 4.0: Breaking silos – a revolutionary new era for a long-standing discipline

Post author By Phil Andrews
Post date 18th December 2017

All digital marketers are becoming direct marketers. So says Phil Andrews here, as he examines the evolution of what he calls Direct Marketing 4.0 and decides that a combination of digital and direct disciplines are the way forward – a collaboration that will drive effective use of tight marketing budgets, win engaged consumers and increase sales. It’s a future where great creative is driven by insight and data.

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Tags direct marketing, marketing strategy

Best practice Europe Strategy and Management UK

As UK DMA awards inspirational marketing campaigns, here’s our ‘best of the best’ list

Post author By Sally Hooton
Post date 13th December 2017

societal marketing, inspirational marketing — Girl hand holding colourful balloons

As the year draws to an end, the UK DMA has staged an awards event in London, giving top accolades to campaigns that have demonstrated inspirational marketing in action. Here’s a look at some of the best ones:

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Tags AI, direct mail, DRTV, machine learning, marketing campaigns, Search engine marketing

Best practice Data Protection Europe GDPR Global Legal & Compliance Strategy and Management UK

The Golden Quarter & GDPR – opportunities for marketers

Post author By Jane Dixon
Post date 13th December 2017

The Black Friday/Cyber Monday period is the starting pistol that signals that start of ‘the golden quarter’, when most retailers lock in their profits for the year. It’s also a time when having a good customer database – along with reaching the right consumer with the right offer at the right time – is critically lucrative for brands. However, the looming prospect of GDPR is set to make the gathering and use of customer data more complex. So what should marketers be doing now to ensure their golden quarter & GDPR plans go platinum in 2018?

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Tags customer data, customer experience, customer experience management, data segmentation, legal and compliance, personal data, personalisation, targeting

Best practice Data Driven Channels Europe Global UK

A successful social media future . . . and why it’s time to give up predicting marketing trends in 2018

Post author By Luan Wise
Post date 12th December 2017

Snapchat marketing strategy, successful social media

Are you aiming to deploy a successful social media strategy next year? As 2017 draws to a close, social media expert Luan Wise shares her marketing checklist for 2018 and reasons why it’s futile to focus on future trends.

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Tags Facebook, Feedly, Google analytics, Hootsuite, marketing strategy

Belgium Case Studies Europe Global Netherlands Strategy and Management UK

Online shop expertise shows how marketing could look ‘the day after tomorrow’

Post author By Steven van Belleghem
Post date 12th December 2017

online shopping case study , gift shopping online, customer reward

The way we were, as consumers, has changed beyond recognition – ask your gran about the tiny corner shop, or half-day closing! Now, we have e-commerce and the ability to buy anything, anytime we like. But how about tomorrow’s world – and how will marketers and e-retailers cope with the ever-increasing demands of the savvy e-shopper? In this interview by Steven van Belleghem, an expert practitioner shares his online shop expertise and view of the future:

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Tags AI, Artificial Intelligence, chatbots, customer service, e-commerce, e-retailing, marketing strategy, online retail, online shopping

Best practice Data Driven Channels Global

Innovating free delivery to win share of wallet

Post author By Mark Bigley
Post date 8th December 2017

Research shows that online shoppers often ditch their potential order if delivery charges seem too high – so can free delivery help win back those consumers? And how can smaller businesses afford to absorb the cost? Mark Bigley has some advice.

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Tags Amazon, customer experience, e-commerce, marketing strategy, mobile marketing

Americas Best practice Data Protection Europe GDPR Global Legal & Compliance Strategy and Management UK USA

As mist around GDPR lifts – 5 steps to help you keep calm and carry on

Post author By Robert Howells
Post date 7th December 2017

It seems to Robert Howells that marketers are beginning to see clearer skies ahead as the mist around GDPR lifts, panic subsides and the May 2018 deadline approaches. But, in case you are still wary and unsure of how to finalise getting your data shipshape and in good order before the new regulation comes into force, here are some guidelines to help you.

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Tags customer data, data consent, data privacy, GDPR, legal and compliance