Entrepreneur Ian Hughes says businesses use many words when they talk about innovation and inspiring a successful culture of change within an organisation – agility, process, control, context. But the nub is all about finding a balance.
Are you getting married? Starting a family? Perhaps you are moving house . . . whatever is changing in your life, it affects your buyer behaviour. That’s why marketers need to be aware of the ‘context’ of the consumer and, accordingly, to put into practice Life Events Marketing; sending appropriate messages to reach the Right Person, in the Right Place, at the Right Time – and in the Right Context.
Research shows marketers are still struggling with data analysis. Anthony Botibol questions whether this is an issue of marketers’ skills, or simply the lack of the right tools.
The building blocks of a customer-centric approach are generally thought to include being accessible, responsive, empathic, collaborative and ‘putting the customer’s best interests first’. Claire Bonniol tells how to go beyond that culture and uses examples of brands that are ‘doing it right’ to show what great customer service looks like.
This has become a key question regarding one of the UK’s largest consumer sectors as the industry continues to move away from a traditional bricks-and-mortar model to an online approach. So is the future of retail in emerging technology such as AR/VR – and in perhaps the newest of buzzwords: visualisation as a service?
As more marketers work to zero-based budgets, the true costs of poor quality customer data are about to become clear. Jim Conning discusses latest research from Royal Mail that reveals the alarming price of dirty data.
An affiliate marketing career can be hugely rewarding, both personally and financially, but it takes application and effort to make it a real success. Phil Coleman shares his expertise.
As a result of new and emerging technologies, today we have access to unprecedented levels of data. It’s helping us to understand and predict human behaviour in ways we’ve never experienced before. As such, the potential to personalise, customise and enhance the customer journey is huge. And yet . . . that data gold mine has no value without effective and intelligent analytics, warns Rachit Khare.
Go beyond analytics and consumer insights, says Becky Wang. Modern marketing is about creativity and data, about designing services, products and communications that combine to take marketing to an inspirational level.
The concept of rewarding customers for their business has been around for decades. From ‘savings books’ that allowed consumers to save stamps that could be exchanged for products, to modern day schemes like reward cards, brands have long been leveraging customer data and using incentives to encourage customer loyalty. So how can marketers best take advantage now of the ever-developing rewards market?