Great marketing has always been driven by data but that trend is now accelerating and data driven marketing is clearly here to stay. Craig Hanna welcomes readers to this new data driven age and to the new look GMA website – which focuses on data driven channels, data innovation and data strategy.
Consumers no longer just want, but expect ‘in the moment marketing’, and want brands to be following live events as they are. Branding communication must be constant and relevant. However, ‘marketing on the fly’ is not as easy and spontaneous as it may seem . . .
Email, phone, text, messaging apps, social platforms, traditional mail – there are so many communication channels that brands are over-messaging and customers are switching off. Are brands losing sight of the fundamentals of customer value?
Here’s how a university website rose from zero to hero in the UK Higher Education league tables after prioritising the user experience through digital transformation.
The Clinton campaign made the mistake of having too much faith in their data – causing them to become complacent . . . something all marketers are at risk of becoming. So what lessons can marketers learn from the recent presidential election and apply to their data collection processes?
The CMO of a UK-based start-up gives a frank account of how investment was finally (and after a nerve-wracking delay) secured to get the business up and running.
Adam Williams says responsible companies should operate a code of ethics that is sensitive to the person being targeted.
It’s a complex and ever-changing world and marketers need to navigate it carefully to stay abreast of methods and technology – so try adding neuroscience to your research mix to benefit from the alternative view and depth of insight that it delivers.
There’s an element of chance with every marketing campaign, but the more a business knows about its target audience, the better the chance of resonating with consumers . . . which is why researching your market is so important.
The way customers and companies interact is changing and online conversations take place in real time, 24 hours a day. It’s only social media . . . so relax and enjoy the benefits of aligning it to your strategic objectives.