Christian Golden discusses why customer reviews are an important part of a marketing strategy and how their potential can be harnessed. His article is based around in-depth research into what buyers of B2B software look for on their purchasing journey – a study which revealed some major trust issues and the increasing need for vendor transparency.
An increasingly digital, fintech-driven industry needs not more marketing, but better marketing, to ensure it’s successfully identifying consumers’ real needs and finding powerful and successful ways to engage with them. Post-GDPR, Lucian Camp points to the current crisis of data privacy concerns and trust issues and says marketers should now learn to manage consumer distrust, rather than to try to tackle the impossible task of restoring it.
The over-65s and their caregivers are a fast-growing segment and a ‘silver tsunami’ is approaching, says Tanya Chopp. Perhaps redolent of the inauguration of Donald Trump – who, at 70, was the oldest elected US President ever – seniors and the middle-aged are now taking centre-stage. So create products & services that cater for the ageing Baby Boomer demographic and campaigns that reach out to the grey market to make sure you don’t miss out on one of the largest opportunities of our time.
A new survey has revealed how marketing professionals are struggling to convince decision-makers about the value of content marketing, due to a mix of high expectation and a lack of focus in terms of clear marketing ROI. And, while budgets are growing, it is getting harder to deliver the results now demanded by those holding the purse-strings. Marketers are under more scrutiny than ever, as the pressure is on to achieve the desired result. Kirsty Daniel investigates the survey findings.
Are you providing a customer experience that best suits the needs of the customer, whoever – and wherever – they are? Whether in the physical store or online; all retailers need to make sure their service evolves with the customer’s expectations. Steve Borges, Co-founder of Biglight reveals how big brands are keeping up and how you can too…
A poll among social media influencers has revealed why many prefer Instagram to Snapchat. Sophie Parry-Billings details the survey results and explains how marketers can leverage social influencers to further their campaigns.
In 2017, May 10 was declared the annual ‘Chinese Brands Day’ as the Chinese government, keen to build the country’s influence internationally, looked to help promote ‘Made In China’ brands. Here, Doreen Wang gives her thoughts on the impact of the initiative just after its first anniversary and looks at how Chinese brands focus on growth.
Take another look beyond the ‘big’ at your historic, ‘old’ data – you might be surprised to see how well it can be leveraged to take your marketing campaigns onto another level. Michael Deane has tips to show how better results can be achieved.
Counterfeit goods trading is damaging brands, research from MarkMonitor shows, with almost half of brands reporting lost sales revenue as a result of fraud. More than half of the survey respondents agree that keeping a brand safe will become increasingly difficult over the next five years, with challenges coming from the areas of AI, the dark web and augmented reality. Chrissie Jamieson has advice on keeping your business reputation intact.
Thanks to the ever-evolving social media effect, the customer now has a voice; an opportunity to verbalise and thus influence the customer experience. But Professor Steven van Belleghem says social media wield far more heft than mere comment on company performance. Here, he discusses the potentially sinister side of influence.