Category: Insight

Marketing automation tools: leaders and rising stars

Post author By Daniel Wiglas
Post date 2nd August 2017
1 Comment on Marketing automation tools: leaders and rising stars

Ranging from which consumers are most likely to purchase to which campaigns are most effective, marketing automation tools with their heads in the cloud keep marketers’ feet firmly on the ground, presenting them with instant information and access to data. But there are giants out there, vying to be the best automation platform. Daniel Wiglas has been personally testing and studying form avidly – as part of his Master’s thesis – and here presents a round-up of his findings:

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Tags AI, Big data, content management, content marketing, CRM, data analytics, data segmentation, email, influencer marketing, machine learning, marketing campaign, marketing cloud, mobile apps, personalisation, social media, web analytics

Americas Global Insight Strategy and Management USA

Insight-led ABM: the case for a segmented approach

Post author By Dave Munn
Post date 1st August 2017

B2B marketing is changing, with more and more B2B marketers shifting to targeted and personalised approaches – emulating B2C tactics and focusing on solving the buyer’s requirements rather than purely promoting standard products and services. Dave Munn discusses The Three Rs of strategic marketing: Reputation, Relationships and Revenue, drawing details from his topical book which explores insight-led ABM.

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Tags account-based marketing, Adobe, B2B marketing, data analysis, marketing campaigns, personalisation, sales and marketing

Data Driven Channels Global Insight

Sensation creation: 7 emotions marketers must understand to resonate with consumers

Post author By Tom Ewing
Post date 28th July 2017

What do you think the greatest piece of marketing of all time is? Why did it work so well and why have you remembered it? It did something marketers aspire to – it sparked emotion. There are five emotions marketers should be harnessing to help consumers recall brand advertising – and two that should be avoided:

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Tags advertising, Apple, Guinness, psychology, Super Bowl

Europe Global Insight Strategy and Management UK

Brand partnership – deploy dream teamwork to triumph in customer loyalty

Post author By Chris Wilson
Post date 26th July 2017

Relevant brand partnership can help marketers deliver successful loyalty programmes – and the strategy goes beyond offering exclusive and unexpected customer experiences. Partnerships also give brands access to a wider set of customer data that will drive loyalty by association. What’s not to like? Just make sure you get the right partnership, says Chris Wilson.

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Tags AirBNB, brand loyalty, brand partnerships, CRM, customer experience, customer experience management, customer loyalty, data analytics, demographics, Manchester United, Promotions, Uber

Americas Data Management Global Insight Strategy and Management USA

SMBs: what data do you need and how do you get it?

Post author By Robert Howells
Post date 20th July 2017

A database is like a garden – it needs continual attention, says Robert Howells. Here, he presents part 2 of his series of articles looking at data strategy and business goals. This one examines requirements for growth of small and mid-size businesses and those SMBs data needs.

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Tags data analysis, data analytics, data integration, email, marketing automation, marketing campaigns

Business Analytics Global Insight Strategy and Management

Which brands show potential? Answers are in the 5 vital signs of business health

Post author By Sally Hooton
Post date 19th July 2017

‘Healthy’ brands are ranked highly around the world for making people’s lives better, shaking things up, communicating effectively and memorably and winning admiration. So who’s doing that well and who could do better? Which brands are rising stars? The BrandZ Global Top 100 has been monitoring which brands show potential and which have been displaying vital signs for more than a decade – here are the findings:

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Tags Amazon, Apple, brand loyalty, branding, customer engagement, data strategy, Google, Huawei, marketing strategy, Netflix, Nike, Samsung, Tesla

Global Insight Strategy and Management

Platform marketing: how to harness the power of networks & communities

Post author By Sally Hooton
Post date 18th July 2017

It’s a new kind of business model which can scale rapidly (Airbnb, Uber) by harnessing network effects: platform marketing . . . here’s how it works:

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Tags AirBNB, crowdfunding, Etsy, Eventbrite, Indiegogo, Kickstarter, networks and communities, platform marketing, pull marketing, push marketing, Snapchat, social media, Uber, WhatsApp

Data Driven Channels Global Insight

Ad appeal, add emotional impact – ditch the message

Post author By Sally Hooton
Post date 14th July 2017

Are your ads having a more emotional impact than a large spider? Sadly not: consumer neuroscience shows that nearly two-thirds of today’s ads would be out-performed by an arachnid. Marketers may be failing with their campaigns because they are simply relying on their product messages, rather than leveraging emotional impact to better engage consumers.

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Tags marketing strategy, neuroscience, sales and marketing, TV advertising, video marketing

CRM Data Driven Channels Europe Global Insight UK

Personalised marketing: it’s good, but it’s not right (yet)

Post author By Anthony Botibol
Post date 12th July 2017

Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.

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Tags ad blocker, Big data, content marketing, CRM, customer experience, data strategy, email marketing, marketing strategy, personalisation, Promotions, website analytics

Americas Belgium Data Driven Channels Europe Global Insight Netherlands UK USA

King of e-retail Amazon blazes an online spend trail

Post author By Sally Hooton
Post date 10th July 2017

Online juggernaut Amazon is ‘in its Prime’, international research shows: nearly 40 per cent of online spend is conducted via Amazon and consumers view it as leading the field in digital retail. How can other retailers compete? Researcher Salmon has some answers.

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Tags Amazon Echo, Amazon Prime, e-commerce, e-retailing, online retail