Category: All content

Jet set for the ideal customer journey: joining up traveller data

Post author By Jon Reay
Post date 5th July 2018

How can airlines and airports, together with associated retailers, boost the customer experience and also benefit from sharing traveller data? Strategist Jon Reay examines upgrades, discounts and rewards and the possibility of a single mobile app offering opportunities for co-operating brands at airports. He shows how small improvements to the customer journey through the airport – literally and digitally – could have a significant commercial impact for all.

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Tags AirBNB, airport data, Booking.com, customer data, customer engagement, customer experience, customer experience management, customer journey, discounts, incentives, location marketing, London Heathrow, mobile apps, Ryanair

Data Driven Channels Global Insight

Is your B2B website a marketing machine or an anchor?

Post author By Verity Dearsley
Post date 4th July 2018

Don’t get weighed down by poor B2B website design and risk an even worse user experience. Verity Dearsley explains the concept of growth-driven design and how it can engage visitors, lift ROI and propel your business onwards and upwards.

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Tags content marketing, customer experience, customer experience management, inbound marketing, keywords, online shopping, pay-per-click, ROI, search engine optimisation, SEO, social media, user experience, UX, web analytics, website analytics, website design

Data Driven Channels Global Insight

Ultimate user experience guide: 9 things your website better provide, or you will lose visitors pronto!

Post author By Todd Hockenberry
Post date 3rd July 2018

There’s been a major shift in how businesses grow, how buyers purchase and how businesses build meaningful conversations and customer relationships. Companies that align their mission, strategies, action plans and tools with the way buyers think, discover and purchase will have a huge competitive advantage, says Todd Hockenberry. So, take a long look – is your website truly your best-ever and most enticing shop window? Here’s how to make sure it is, and that it deals with changes in buyer behaviour in order to stay ahead of the curve. Check out this expert user experience guide.

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Tags content marketing, customer engagement, customer journey, customer relationship management, marketing persona, marketing strategy, user experience

Global Partner Content Strategy and Management

Expert ABM: The B2B Marketers Guide To Account-Based Measurement

Post author By Sally Hooton
Post date 2nd July 2018
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B2B measurement can be very tricky. With all the data out there today, it can be difficult to measure and report on the right things. That’s why we’re recommending this – an entire eBook, devoted to the topic of measurement. The GMA has partnered with Demand Exchange to bring this report from DemandBase.

In this expert ABM guide, you’ll learn how to:

Distinguish between leading and lagging indicators
Identify key metrics
Evaluate your performance across the entire sales and marketing funnel

Tags ABM, account management, account-based marketing, B2B, B2B marketing, data strategy, measurement

Case Studies Market Data

How consumer-generated content is changing shopping behaviour online and in stores

Post author By Sally Hooton
Post date 28th June 2018

Don’t miss this 33-page guide to the latest developments in consumer-generated content (CGC).

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Tags consumer reviews, consumer trust, consumer-generated content, customer experience, customer experience management, financial services, marketing strategy, user experience, user generated content

Data Driven Channels Global Insight

Video marketing formula: magnify emotion, magnify your brand voice

Post author By Jon Mowat
Post date 28th June 2018

Engage your audience more effectively by harnessing emotional drivers and motivators: careful video storytelling can communicate a powerful message, connecting your customers to your brand. In this article, Jon Mowat examines the science – the chemistry – of storytelling and shares his video marketing formula to help you successfully resonate with your target audience.

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Tags B2B marketing, B2C, branding, customer engagement, customer experience management, customer journey, emotion, marketing campaigns, marketing strategy, mobile marketing, neuroscience, psychology, storytelling, targeting, video, video marketing

Data Driven Channels Global Insight

Crowdsourced success – the why and how of customer reviews

Post author By Christian Golden
Post date 27th June 2018

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.

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Tags B2B, B2B marketing, brand advocacy, brand advocates, branding, consumer reviews, consumer trust, customer experience, customer experience management, endorsement, influencer marketing, IT, online reviews, peer pressure

Data Management Data Protection Europe GDPR Global Insight Strategy and Management UK

Restoring trust is a fantasy – learn to manage consumer distrust

Post author By Lucian Camp
Post date 26th June 2018

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.

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Tags Big data, consumer behaviour, consumer trust, data privacy, financial services, GDPR

Americas Global Insight Strategy and Management USA

Embrace the golden marketing opportunity – prepare for the silver tsunami

Post author By Tanya Chopp
Post date 22nd June 2018

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.

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Tags baby boomers, data segmentation, demographics, Gen X, millennials, segmentation, seniors, targeting

Best practice Data Driven Channels Global

How to future-proof your website against ad-blockers

Post author By Bill Hess
Post date 21st June 2018

Bill Hess discusses how to place ad content on your site that is welcomed, not blocked. He believes website owners can protect their sites against ad-blockers by taking more care, claiming visitors are annoyed by irrelevant ads, not all ads. So, be aware of the difference, get to know your audience and tailor the ad content accordingly in order to boost your sales.

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Tags ad blocker, ad-blocking, customer experience, customer experience management, CX, e-commerce, Google Chrome, mobile ads, user experience, UX, website analytics, website design