Category: Americas

Americas

Black Friday fever and Cyber Monday mania! Will your holiday marketing strategy pass muster?

Post author By Sally Hooton
Post date 20th November 2017

It’s beginning to look a lot like Christmas, or rather Christmas shopping and the retail frenzy of Black Friday and Cyber Monday. Originating in the States immediately after Thanksgiving (which is on the third Thursday of November), it’s become a regular shopping event across the world, with brands knocking down prices to thwart competitors, and sharp-elbowed customers grabbing those deals fast. Sleep and you weep: in the past, some High Street shops have found they should’ve drafted in more staff and, online, surging traffic has caused some unprepared e-retail sites to wobble and crash; unforgivable errors that many customers don’t forget. How ready is your business and how stable your holiday marketing strategy?

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Tags customer experience, customer experience management, e-commerce, e-retailing, holiday marketing

Americas Asia-Pacific China Global Insight Strategy and Management USA

Event marketing & the world’s biggest online shopfest: China Singles’ Day

Post author By Sally Hooton
Post date 8th November 2017

It takes place after Halloween and just before Black Friday/Cyber Monday; this major event marketing opportunity has taken off in China, with e-retailers battling to provide the best discount deals for the world’s largest audience – China Singles’ Day, 11/11, is a vast e-shopfest . . . here’s how it works:

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Tags China Singles’ Day, consumer engagement, CRM, customer experience, customer experience management, Halloween

Americas Asia-Pacific China Content Marketing Data Driven Channels Europe France Global Insight Israel Latin America MENA Middle East Spain UK USA

The cross-border question: should agencies do more to localise content?

Post author By Robert Berkeley
Post date 9th October 2017

Providing customers with personalised content can lift revenue by 15%, according to Harvard Business Review, so why is it that businesses so often settle for producing generic marketing – or, worse, create messages that simply do not translate? Robert Berkeley says they need to do more to localise content if they are to draw in customers and grow their businesses.

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Tags Big data, branding, Colgate, content marketing, Coors, customer engagement, customer experience management, marketing campaigns, McDonald’s, personalisation, web analytics

Americas Data Management Global Insight Strategy and Management USA

Mature companies: what data do you need and how do you get it?

Post author By Robert Howells
Post date 2nd October 2017

Marketing consultant Robert Howells presents the third and final part of his series of articles looking at data strategy and business goals. He has traced businesses from start-up (and discussed data quality being more valuable than quantity), through SMB (examining analytics and scale) and now looks at more established businesses – mature companies’ data and what they should being doing with it as a tactical asset.

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Tags ABM, account-based marketing, B2B marketing, CRM, customer experience, data analysis, data analytics, data integration, data security, data segmentation, data strategy, email, influencer marketing, marketing strategy, personas, programmatic advertising, social listening, telemarketng

Americas Data Strategy Europe Global Insight Strategy and Management UK USA

Our top 8 reasons for using an account-based marketing strategy

Post author By Craig Hanna
Post date 27th September 2017

understanding marketing data, an account-based marketing strategy

It’s not just another handle for key account marketing, but a different way of viewing and doing and being effective; actioning your B2B marketing strategy. Read our reasons for deploying an account-based marketing strategy.

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Tags ABM, account-based marketing, customer data, customer engagement, marketing strategy, personalisation, targeting

Americas Europe Global Insight Strategy and Management UK USA

What does dominance by internet giants Google and Facebook mean for data marketers?

Post author By Hannu Verkasalo
Post date 14th September 2017

Facebook and Google increasingly dominate the time people spend online and there are both pros and cons in this web duopoly. Verto Analytics’ Dr Hannu Verkasalo spells out the implications for data-driven marketers of having two such powerful internet giants.

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Tags cross-device, data analysis, demographics, Facebook, Gmail, Google, Google Search, Instagram, internet trends, marketing campaigns, mobile, mobile apps, Snapchat, social media, user experience, web analytics, WhatsApp, YouTube

Americas Case Studies Data Driven Channels Europe Global UK USA

Amazon-ian effects of retail innovation: ‘change is the only constant in the shopper sector’

Post author By Hugh Fletcher
Post date 12th September 2017

In today’s digital landscape, retail innovation is ever-present and it is clear that retailers failing to meet customers’ shifting habits and abiding love of e-commerce will not prosper. What vendors cannot do is refuse to transform in a world that is being disrupted by technology. Amazon is a leader in the retail sector and understands that you can’t sit still in an industry that is always changing to meet the customers’ demands. Hugh Fletcher takes a deeper look at Amazon’s achievements.

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Tags Amazon, Amazon Echo, Amazon Prime, customer experience management, customer journey, e-commerce, e-retailing, Ocado, platform marketing, user experience

Americas Asia-Pacific Europe Global Insight Latin America Strategy and Management UK

Societal marketing: awkward no more – ‘disability has never had it so good’

Post author By Mike Alhadeff
Post date 5th September 2017

societal marketing, inspirational marketing — Girl hand holding colourful balloons

Advertising with a social consciousness – putting human welfare above profits – has gathered momentum, with societal marketing becoming mainstream. Mike Alhadeff focuses on disability and how marketers have been displaying sensitivity and a conscience, especially since London 2012.

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Tags advertising, Channel 4, content marketing, creative, creativity, London 2012, Olympic Games, Paralympic Games, TV advertising

Americas Data Driven Channels Europe Global Insight UK USA

Real-time marketing can benefit your business – here’s how

Post author By Anthony Botibol
Post date 1st September 2017

Consumers demand immediacy – they want their chosen product/service promptly and they want brands to respond to their demands NOW! That means real-time marketing is essential. But how and when is it appropriate? Anthony Botibol has advice on speedy personal service.

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Tags CRM, customer loyalty, marketing strategy, personalisation

Americas Asia-Pacific Global Insight Strategy and Management

Field of dreams – sports marketing: sponsorship ‘ups the pace for smaller brands’

Post author By Ishveen Anand
Post date 29th August 2017

Whether B2B, B2C, Enterprise, SMB or a start-up, sports sponsorship is important to marketing strategy, says Ishveen Anand. Here, she explores how sponsorship has primarily been viewed as a channel reserved for the biggest brands with the biggest budgets – but she calls for a recount, showing how smaller brands can successfully take part in sports marketing.

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Tags Anheuser-Busch, brand advocates, Facebook, Google Adwords, influencer marketing, Nike, PepsiCo, social media, sponsorship, sports marketing, TV advertising, twitter