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Digital strategies: senior marketers – you’re being way too optimistic!

digital strategies

Research by Acquia has exposed a huge gap between digital strategies and their execution, with senior marketers in large organisations being blindly optimistic and setting unrealistic expectations for their company’s digital ability. But Sylvia Jensen believes it’s not just a lack of skills or budget holding large organisations back, it’s also not having the right technology in place. She says brands need to be embedding digital within the culture of the business, rather than viewing it simply as a ‘tool’.

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Data Driven Channels Europe Global Insight UK

6 crucial customer service metrics you can’t afford to ignore

customer service metrics

How often do you monitor data relevant to your customer service? Do you know how good your customer service metrics are . . . have you measured them? How well do your teams perform when it comes to customer care – keeping them happy, dealing with complaints, upselling, cross-selling, responding quickly to their enquiries? Are your employees pulling their weight and helping to retain your precious customers? Rafferty Gifford shows how you can track their performance.

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Data Driven Channels Email Global Insight UK

World Cup 2018: how it has impacted email programme performance

email programme

Dreams of lifting the World Cup 2018 have been dashed for England fans . . . but the event has been a winner for the Football Association’s email programme, which recorded a hugely successful uplift. Guy Hanson charts how sentiment and outside influences affect email performance stats.

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Data Strategy Global Partner Content Strategy and Management

Segmentation in 3 easy steps – how to segment lists

segment lists

Segment lists and watch results rocket! Here’s how – the GMA has partnered with Demand Exchange to bring you this report from Act-On, which tells how to do just that.segment lists

Marketers have noted a 760% increase in revenue from segmented campaigns, according to Campaign Monitor. And those are the results we all aim for from our email marketing efforts.

But as well as much better open rates and increased revenue, segmenting lists allows you to have smarter, more personalised and highly relevant conversations with customers and prospects – based on who they are and how they are engaged with your product or service.

Segmenting your database allows you to use a variety of factors, determining to whom to send one-off emails (about sales or events etc), or routine emails (such as newsletters), or when a prospect should be added to an automated program. Creating segments takes time, but the effort will pay off!

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Best practice Data Driven Channels Europe Global UK

Rogue, fake or honest, genuine? Aiming to restore faith in the customer review

customer review

Consumers use reviews, reports and ratings to make informed and accurate purchase choices; retailers use them as customer feedback – to learn to understand their audience better. But can reviews be trusted or are they fakes? A new standard has been introduced, aiming to put trust back into the online customer review. Matt West tells how it will benefit the industry.

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Data Driven Channels Europe Global Insight Mobile UK

Mobile apps – should you include an app in your marketing campaign?

mobile apps apple pay, loyalty cards go mobile article

Come on, get appy! Max Chekalov shows how brands are successfully using mobile apps in their marketing campaigns – and he tells why your business might do well to consider getting an app, to improve the customer experience and boost your sales.

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Data Driven Channels Global Marketing Automation Partner Content

Leverage marketing automation to build a high performance marketing plan: eBook

leverage marketing automation

In the modern marketer’s world, you need to leverage marketing automation to chart the ever-changing course of the buyer’s journey. With so much access to information, detail and choice, marketers must have a clear plan in place in order to reach their buyers at every stage of their journey. This eBook discusses a marketing strategy that truly focuses on the customer.

The GMA has teamed with Demand Exchange to bring this eBook from Act-On to help you discover:

  • The High Performance Marketing Plan
  • The marketer’s opportunity at each stage of the buyer’s journey
  • The four tenets of effective campaign themes
  • How to map your content to the customer lifecycle stages
  • Key components to a successful marketing technology landscape

 

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Data Driven Channels Global Partner Content

Revealed! The 7 secrets of the optimal customer experience are . . .

optimal customer experience

We live in an era when commercial success depends on a strong customer experience and high customer engagement throughout their user journey.optimal customer experience And the best way to understand why customers engage with your business, why they convert at checkout or even why they leave your site is, simply, to ask them!

Your customers are more than numbers, accounts, carts or cookies – don’t forget that they are people! While technology helps you better understand what they are doing, actually reaching out and creating one-to-one relationships with those people breaks down barriers and delights your customers. So, find out how to deliver the optimal customer experience!

This paper is based on seven years of experience, hundreds of successful implementations and millions of customer interactions. Download it now! Your GMA has partnered with Demand Exchange and Medallia to discover how to:

  • Add context to your analytics and increase conversion.
  • Collect feedback across each touchpoint to understand roadblocks that prevent your sales completion.
  • Use different feedback forms for different interactions.
  • Expedite responses to feedback from your most valuable customers, to keep them engaged and moving towards conversion.
  • Use feedback to boost your social media.
  • Ask the right questions to learn why your customers aren’t checking out.
  • Look for both quick wins and long-term big opportunities.

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CRM Data Driven Channels Global Partner Content

Consumer retention – the complete guide to customer loyalty

consumer retention

Consumer retention – the GMA has partnered with Demand Exchange to bring you this latest report from Yieldify.consumer retention

We marketers love and are driven by customer acquisition – the art of acquiring new traffic, new buyers, new social media fans, new email subscribers and so on. Thus, marketing strategies tend to lean towards acquisition rather than retention.

But are we missing a trick? The probability of selling to an existing customer is 60-70%, therefore it does make sense to invest in retention to boost those numbers, the ones that really matter – sales. So how can marketers engage with these customers to boost their loyalty?

Download this guide to glean actionable advice and learn the tactics you need to acquire in order to maximise your customer loyalty strategy. The report also reveals best practice examples from a range of industries.

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Data Driven Channels Global Partner Content

The ROBO Economy: how reading reviews impacts offline sales

ROBO economy

ROBO economy – the GMA has partnered with Demand Exchange to bring you access to the latest report from Bazaarvoice.

The guide presents details about the phenomenon of ROBO and how it can impact your marketing.

Download the report to discover:

  • What ROBO is
    • How ROBO and ‘reverse showrooming’ trends are changing and what to look out for going forward.
  • Exclusive ROBO stats
    • Drawn from more than two million data points, see the impact of ROBO across 12 key product categories.
  • How to calculate your ROBO multiplier
  • What ROBO means for marketers
    • 3 steps to making the most of ROBO opportunities.