Category: Insight

Categories
Europe Global Insight Strategy and Management UK

Changing role of chief marketing officer – who is the CMO of the future?

chief marketing officer

The modern CMO must shine in an ever-changing and increasingly challenging workplace, in a role that is in a constant state of flux. Essentially, it’s because of Big Data – customer expectations and technological innovation are combining to pile the pressure on marketers to showcase skills that were never required of them just a few years ago. How do they feel and how do they cope? Jamie Matthews shares some expertise and some survival tips:

This content is for Free membership members only.
Register
Already a member? Log in here
Categories
Europe Global Insight Strategy and Management UK

Influencer Marketing 2.0 and the rise of your ‘people channel’

marketing message, influencer marketing 2.0

The rise of Influencer Marketing 2.0. At the recent Wave 2017 conference, thought-leaders like Brian Solis laid out why we must move to a new model for influence and advocacy and how to make the most out of your ‘people channel’. We summarise the main talking points and look at what best practice influencer marketing should look like in 2018.

This content is for Free membership members only.
Register
Already a member? Log in here
Categories
Global Insight Strategy and Management

Better measurement and attribution ‘key to the future’ of influencer marketing

influencer marketing

Rakuten Marketing research has found that UK marketers are willing to pay large sums to social stars and ‘influencers’ – but 86% of marketers admit they aren’t entirely sure how the fees are calculated and 38% don’t know if that layout is actually driving sales. Despite this, spend on influencer marketing is on the rise. James Collins studies the stats behind this latest trend in celebrity marketing and tots up the value.

This content is for Free membership members only.
Register
Already a member? Log in here
Categories
Data Driven Channels Global Insight

Safety in numbers: proving and evaluating social media ROI

employee advocacy

Social media has been one of the defining elements of our new generation. There’s no denying its power: we’ve seen nearly every aspect of our lives altered, from something as simple as staying connected to old friends, to affecting election results. But marketers remain unclear how to prove the business worth of social – and how to track social media ROI. Here’s how to dig into the data and keep tabs on it all . . .

This content is for Free membership members only.
Register
Already a member? Log in here
Categories
Americas Asia-Pacific China Global Insight Strategy and Management USA

Event marketing & the world’s biggest online shopfest: China Singles’ Day

event marketing

It takes place after Halloween and just before Black Friday/Cyber Monday; this major event marketing opportunity has taken off in China, with e-retailers battling to provide the best discount deals for the world’s largest audience – China Singles’ Day, 11/11, is a vast e-shopfest . . . here’s how it works:

This content is for Free membership members only.
Register
Already a member? Log in here
Categories
Data Driven Channels Europe Global Insight Mobile UK

It’s not too late to build mobile into your holiday marketing strategy

holiday marketing, Christmas TV ad

Research shows 62% of UK smartphone users ‘can’t live without a smartphone’ – which makes this device a powerful channel for marketers aiming to engage with consumers in the run-up to the biggest holiday event of the year. So how mobile is your marketing strategy? Have you optimised your business showcase for mobile? Is the shopping experience you offer via mobile swift and simple? Don’t leave it any longer – here’s a checklist of holiday marketing ideas to action NOW:

This content is for Free membership members only.
Register
Already a member? Log in here
Categories
Data Driven Channels Europe Global Insight UK

Basket case – driving e-commerce from bland boredom to brand stardom

online spend , Buying online

How do brands driving e-commerce sales entice browsers and get their products ‘off the shelf’, given the vast array of competition and the mundane way many products are displayed in the sterile online shop environment? Behavioural science is the key for brands facing that problem, says Andrew Watts, and marketers and their brands should master that science in order to win sales. Here’s how it works:

This content is for Free membership members only.
Register
Already a member? Log in here
Categories
Data Driven Channels Global Insight Mobile

In the palm of your hand: real-time examples of mobile traffic usage

mobile traffic usage

Many consumers use their smartphones to shop, so it makes sense for marketers to know where all that traffic is going and where to concentrate their mobile marketing efforts. Measure mobile traffic usage in real time, says Karthik Reddy, monitor the constantly changing statistics of companies that do business through mobile data – such as the amount of Google searches worldwide on mobile devices; the amount of WhatsApp messages sent; the amount of products purchased on mobile devices from Amazon marketplace sellers. Check out the ever-changing infographic, here:

This content is for Free membership members only.
Register
Already a member? Log in here
Categories
Global Insight Strategy and Management

The customer-engaging marketer: how to make the CX shine for your CFO

customer-engaging marketer

Increasingly, marketers are multi-tasking across many fields – for example, taking on social listening and data analysis in order to improve the customer experience and thus achieve the best possible ROI. But how can this morphed customer-engaging marketer engage the chief financial officer? Learn to speak his or her language, says Sean Farrington – demonstrate the bottom line impact of a great customer experience. Follow these tips:

This content is for Free membership members only.
Register
Already a member? Log in here
Categories
Data Strategy Europe Global Insight UK

Get smarter data insight: combine depth of direct with digital dynamism

Data engagement science, smarter data insight

Dubbed ‘Direct Marketing 4.0’ and ‘Data Directed Marketing’, smarter data insight is achievable if you follow that modern approach, says Phil Andrews. Here, he describes the process required to take advantage of real-time digital markets; combining the depth and rigour of direct marketing with the reach, personalisation and real-time dynamic approach of digital.

This content is for Free membership members only.
Register
Already a member? Log in here