Category: Eastern Europe

Digital strategies: senior marketers – you’re being way too optimistic!

Post author By Sylvia Jensen
Post date 18th July 2018

Research by Acquia has exposed a huge gap between digital strategies and their execution, with senior marketers in large organisations being blindly optimistic and setting unrealistic expectations for their company’s digital ability. But Sylvia Jensen believes it’s not just a lack of skills or budget holding large organisations back, it’s also not having the right technology in place. She says brands need to be embedding digital within the culture of the business, rather than viewing it simply as a ‘tool’.

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Tags content management, customer engagement, digital marketing, digital transformation, marketing strategy, marketing technology, martech, personalisation

Africa Americas Asia-Pacific Best practice Data Management Eastern Europe Europe Global India MENA Russia Strategy and Management UK

Why it’s not racist for marketers to treat different ethnic groups differently

Post author By Sally Hooton
Post date 5th July 2017

Marketers aim to understand all potential customers’ needs, desires and behaviours in order to give them personalised access to their services and goods. So why do they shy away from segmenting minority populations according to ethnic groups, culture and background? Prof Richard Webber says that by ignoring those differences – albeit with noble and non-racist intent – marketers are actually depriving those potential consumers of the benefits of customer experience personalisation.

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Tags Big data, customer experience management, data analysis, data segmentation, data strategy, ethnicity, personalisation

Bulgaria Eastern Europe Global Insight Strategy and Management

Conference round-up – the data driven perspective from Webit 2017 Sofia

Post author By Sally Hooton
Post date 8th May 2017

Not too far into the future, many of us will live in smart cities, where technology and data will combine – proving that data insight is a driving force for growth and innovation. This and more was explored at the recent Webit 2017 in Sofia. The GMA attended and here we sum up the fascinating data driven perspective from that event.

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Tags AI, Artificial Intelligence, customer experience, data privacy, machine learning, start-ups

Americas Asia-Pacific Data Driven Channels Eastern Europe Europe Global Insight Russia UK

How to rank your website around the world: bigcommerce international SEO

Post author By Sally Hooton
Post date 13th March 2017

Perfecting the art of ‘search engine optimisation’ is a job well done and a big tick in the marketer’s skillset – but how about making sure your website ranks highly around the world? If you’re marketing across borders, check out some clear international SEO advice from expert Ellie Morgan.

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Tags Baidu, Google Search, Naver, social media, twitter, Yandex, YouTube

Asia-Pacific Case Studies Eastern Europe Europe Global Legal & Compliance Strategy and Management

Tackling counterfeiting, protecting brands: case study

Post author By Sally Hooton
Post date 16th December 2016

The growth of the internet has brought about many advantages for consumers, particularly when it comes to shopping. However, the internet also presents significant opportunities for counterfeiters and it is becoming easier to reach consumers in the online space with fake products.

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Tags branding, customer experience

Case Studies Data Driven Channels Eastern Europe Europe

Swedish brand ambassadors go social for ‘epic’ Estonia

Post author By Sally Hooton
Post date 20th July 2015

A campaign that offers 97 Swedish people once-in-a-lifetime opportunities that will turn them into brand ambassadors for Estonia, has been designed to celebrate the wide variety of activities that the country has to offer.

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Tags branding