Relevant brand partnership can help marketers deliver successful loyalty programmes – and the strategy goes beyond offering exclusive and unexpected customer experiences. Partnerships also give brands access to a wider set of customer data that will drive loyalty by association. What’s not to like? Just make sure you get the right partnership, says Chris Wilson.
Most business leaders now have an awareness of GDPR and its requirements. They’re keen to select and implement technologies to aid GDPR compliance. But important foundational capabilities should be addressed before technical controls for data protection are deployed.
A database is like a garden – it needs continual attention, says Robert Howells. Here, he presents part 2 of his series of articles looking at data strategy and business goals. This one examines requirements for growth of small and mid-size businesses and those SMBs data needs.
‘Healthy’ brands are ranked highly around the world for making people’s lives better, shaking things up, communicating effectively and memorably and winning admiration. So who’s doing that well and who could do better? Which brands are rising stars? The BrandZ Global Top 100 has been monitoring which brands show potential and which have been displaying vital signs for more than a decade – here are the findings:
It’s a new kind of business model which can scale rapidly (Airbnb, Uber) by harnessing network effects: platform marketing . . . here’s how it works:
Research shows that 57% of customers would spend more with brands that make them feel valued and that personal touch can be achieved by brands through events such as last week’s Amazon Prime Day, which treated Prime customers to exclusive deals and won loyalty and trust in return. Here are the lessons Amazon Prime Day has taught marketers of other brands:
Are your ads having a more emotional impact than a large spider? Sadly not: consumer neuroscience shows that nearly two-thirds of today’s ads would be out-performed by an arachnid. Marketers may be failing with their campaigns because they are simply relying on their product messages, rather than leveraging emotional impact to better engage consumers.
It’s a huge burden for marketers aiming to stay on the right side of the law – and the customer – but deciphering and complying with the forthcoming changes in data protection regulations (GDPR and ePrivacy Regulation) are creating a major consent dilemma for businesses across the UK. Take heart! Here’s some help and guidance from those at the coalface who have been examining how ‘legitimate interests’ might apply.
Brands aim to truly connect with their audiences and UGC is proving to be an excellent way of engaging existing and potential consumers. But does your brand know the rules? Do you understand user generated content licensing regulations? Avoid a litigious path of potential banana skins, says Simon Banks at Lobster – get to grips with the rights and wrongs of using UGC.
Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.