Category: All content

The tailored website: how to keep your online customers coming back again and again

Post author By Yaron Morgenstern
Post date 2nd May 2018

If a website takes ages to load and seems confusing to navigate around, the chances are visitors will sigh heavily and go find another website; their potential purchase lost. So, if it is obvious that a poor shopping experience costs online customers, why are so many websites still rubbish? It makes sense to keep visitors to your site happy and especially to ensure they return repeatedly – Yaron Morgenstern shows how valuable it is to create a slick, user-friendly experience.

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Tags customer experience management, e-commerce, marketing campaigns, personalisation

Global Insight Strategy and Management

Cyber security and defending your data – how to promote your digital resilience

Post author By Ray Rothrock
Post date 1st May 2018

It might be a grim necessity and a tiresome back-office expense, but tackling cyber security by creating digital resilience should be viewed not as a cost, but as an investment, says Ray Rothrock. Don’t build a wall as defence against cyber attackers, he says – that can prevent growth. Build an army to display how well your brand is continuing to invest in security and can thus be trusted. Here’s how:

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Tags cyber attack, cyber security, cybercrime

Best practice Data Driven Channels Global

Top 10 SEO practices to help drive your website traffic

Post author By Mary Jones
Post date 26th April 2018

How do you successfully boost traffic to your website and encourage visitors to browse and hopefully buy your products and services while online? First of all, potential customers have to be able to find your site – and that’s where good use of SEO practices start. Mary Jones explains what SEO – Search Engine Optimisation – actually is and how to leverage it properly to watch your business grow.

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Tags content marketing, Search engine marketing, search engine optimisation, SEO

Europe Global Insight Strategy and Management UK

Biggest digital marketing barrier ‘is still internal cultural resistance’

Post author By Sylvia Jensen
Post date 25th April 2018

digital optimisation digital marketing barrier

Company ethos is holding back an effective digital strategy, new research from Acquia has shown. Half of the heads of digital polled claim they lack support from team members and those in other departments and 37% say even their own boards are adding to this digital marketing barrier. So how can they move on from the ‘old way of doing things’ to drive their businesses more effectively? Certainly, they need to jump on modern trends like personalisation and multi-channel marketing by learning about their website visitors – and they should keep content up to date so they can generate more engagement and thus more revenue. Sylvia Jensen has more detailed advice:

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Tags digital marketing, digital transformation, innovation, innovation strategy, marketing strategy

Data Driven Channels Global Insight

Segmentation and the savvy shopper – demographic data is a start, but is it enough?

Post author By Pini Yakuel
Post date 24th April 2018

The longstanding assumption among retailers has been that women will buy, no matter what the price. But Pini Yakuel, challenging traditional segmentation personas, says latest research delving into demographic data proves that it’s actually the girls who win the best deals, the optimal value for money. However, he says far more attention is required to ensure that savvy shopper remains loyal to a brand. So indeed, no matter what the price, it’s all about the crucial customer experience.

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Tags analytics, consumer behaviour, customer data, customer experience, data science, data segmentation, demographics, discounts, marketing strategy, personalisation, retail

Data Governance & Security Data Protection ePrivacy Regulation Europe GDPR Global Insight Strategy and Management UK

Fresh from MINT 2018 – GDPR, harnessing intelligence and marketing into the future

Post author By Sally Hooton
Post date 23rd April 2018

MINT 2018 brought together marketing practitioners and experts from around the world to discuss the latest big issues of our industry – including the looming GDPR, innovation and disruption and the data economy. Here’s a snapshot of what they had to say.

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Tags AI, Artificial Intelligence, customer relationship management, data protection, digital marketing, digital transformation, Emarsys, GDPR, Google Cloud, legal and compliance, machine learning, MINT, PA Consulting, Persado, Pragmatic, weareCrank, White Hat Media

Data Governance & Security Data Protection ePrivacy Regulation Europe GDPR Global Insight Legal & Compliance Strategy and Management UK

Fresh from MINT – GDPR ‘an opportunity for data-driven marketers’

Post author By Philippa Donn
Post date 23rd April 2018

MINT – GDPR: expert panellists were discussing the impact of the new data protection regulation during MINT, the major marketing summit event in central London. Philippa Donn was there to report back on their advice.

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Tags data privacy, data protection, GDPR, legal and compliance, MINT

Data Driven Channels Europe Global Insight UK

London Fashion Week: a reminder that without an online strategy luxury brands won’t thrive

Post author By Shalina Ganatra
Post date 19th April 2018

London Fashion Week is staged twice a year – February and September – and, whether you follow fashion slavishly or not, affects what appears subsequently on the high street. But Shalina Ganatra looks at the event from a different perspective – the view of a marketer, and here discusses the online strategy luxury brands should now adopt to develop their personal shopping offering. She says retailers must get the basics right when gathering customer data to create a better and faster tailored shopping experience.

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Tags customer engagement, customer experience, customer experience management, customer loyalty, e-commerce, e-retailing, fashion, London Fashion Week, online retail, online shopping, Programmatic Commerce, retail

Global Insight Strategy and Management

Open banking impact: what marketers need to know

Post author By Jamie Matthews
Post date 17th April 2018

open banking impact , marketing via mobile article

From Prezzo to Jamie’s Italian – recently, many casual dining chains have fallen victim to tough trading conditions. These challenging times are also seeing the rise of open banking, which is good news for consumers who are now able to view their spending habits more easily and thus monitor their financial situation more carefully, cutting back on non-essentials – such as casual dining. This will have a knock-on affect on brands. Jamie Matthews brings a head-up for marketers on this issue, saying the open banking impact is impossible to ignore and may become far-reaching for brands. But here’s how they can react with positivity.

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Tags Apple pay, consumer behaviour, fintech, mobile apps, Monzo, online banking, retail, Revolut

Data Driven Channels Global Insight Mobile

Mobile apps infographic – what do consumers think of apps & should your business get one?

Post author By Sally Hooton
Post date 16th April 2018

If you are wondering whether your business would benefit from an app, or if the one you already have is of value, take a look at the results of a survey into how they are viewed by consumers. This informative mobile apps infographic sheds light on usage, expenditure and more.

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Tags marketing strategy, mobile apps, mobile marketing, personal data