Category: 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

Data Driven Channels Europe Global Insight UK

6 crucial customer service metrics you can’t afford to ignore

Post author By Rafferty Gifford
Post date 17th July 2018

How often do you monitor data relevant to your customer service? Do you know how good your customer service metrics are . . . have you measured them? How well do your teams perform when it comes to customer care – keeping them happy, dealing with complaints, upselling, cross-selling, responding quickly to their enquiries? Are your employees pulling their weight and helping to retain your precious customers? Rafferty Gifford shows how you can track their performance.

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Tags customer data, customer experience, customer experience management, customer feedback, customer retention, customer service, email, Facebook, live chat, social media, telephone, twitter

Best practice Data Driven Channels Europe Global UK

Rogue, fake or honest, genuine? Aiming to restore faith in the customer review

Post author By Matt West
Post date 12th July 2018

Consumers use reviews, reports and ratings to make informed and accurate purchase choices; retailers use them as customer feedback – to learn to understand their audience better. But can reviews be trusted or are they fakes? A new standard has been introduced, aiming to put trust back into the online customer review. Matt West tells how it will benefit the industry.

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Tags consumer reviews, customer experience, customer experience management, customer feedback, customer reviews

Data Driven Channels Europe Global Insight Mobile UK

Mobile apps – should you include an app in your marketing campaign?

Post author By Max Chekalov
Post date 11th July 2018

Come on, get appy! Max Chekalov shows how brands are successfully using mobile apps in their marketing campaigns – and he tells why your business might do well to consider getting an app, to improve the customer experience and boost your sales.

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Tags customer engagement, customer experience, Ikea, marketing strategy, mobile apps, mobile marketing, Nissan, personalisation, QR codes, smartphones, vouchers

Data Management Data Protection Europe GDPR Global Insight Strategy and Management UK

Restoring trust is a fantasy – learn to manage consumer distrust

Post author By Lucian Camp
Post date 26th June 2018

An increasingly digital, fintech-driven industry needs not more marketing, but better marketing, to ensure it’s successfully identifying consumers’ real needs and finding powerful and successful ways to engage with them. Post-GDPR, Lucian Camp points to the current crisis of data privacy concerns and trust issues and says marketers should now learn to manage consumer distrust, rather than to try to tackle the impossible task of restoring it.

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Tags Big data, consumer behaviour, consumer trust, data privacy, financial services, GDPR

Best practice CRM Data Driven Channels Europe Global UK

Ramadan 2018: A reminder for brands to embrace cultural holidays all year round

Post author By Chris Baldwin
Post date 18th June 2018

Ramadan, the 30-day period of ritual fasting and abstinence marked by Muslims around the world, has come to an end for another year. But what have brands learned about their campaign strategies around such cultural holidays – and can they take the lessons on board for the next opportunity to spike their business growth? Chris Baldwin takes a look at how they can hone their marketing and embrace different cultures.

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Tags CRM, customer engagement, customer loyalty, discounts, Ramadan

Best practice Europe Global Strategy and Management UK

Diverse marketing and brand reputation: why it’s so important to embrace diversity

Post author By Lucy Smith
Post date 12th June 2018

How ‘diverse’ are your marketing teams? Are they viewing a campaign’s creativity from a multi-cultural, gender-fluid, age/ability-inclusive perspective? Or is there still an insensitive slant towards sweeping generalisation in your marketing messages? Lucy Smith calls for more diverse marketing and shows how and why your care and regard for all minority groups and segments can enhance your business reputation and customer loyalty.

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Tags content management, content marketing, customer experience, customer loyalty, diversity, ethics, ethnicity, Gen X, Gen Z, gender, marketing agencies, marketing campaign, marketing campaigns, marketing strategy, millennials, reputation, segmentation, social media

Belgium Best practice Czech Republic Data Protection Europe France GDPR Germany Global Ireland Italy Sweden UK

The GDPR opt-in opt-out hokey-cokey – was that what it’s all about?

Post author By Sally Hooton
Post date 1st June 2018

GDPR became law on May 25, 2018. How did marketers react? How did the general public react? Here’s a round-up of surveys, polls and opinions about the GDPR opt-in opt-out preparations and the way ahead.

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Tags data protection, GDPR, legal and compliance

Americas Best practice Europe GDPR Global Legal & Compliance Strategy and Management UK USA

Why US marketers must get up to speed to avoid a GDPR shock

Post author By Ardi Kolah
Post date 1st June 2018

If marketers in the US want to continue selling into the world’s largest digital single market, they need to figure out carefully how the new General Data Protection Regulation affects their database . . . or they are in for a nasty GDPR shock, says Ardi Kolah.

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Tags consumer behaviour, customer data, data privacy, e-commerce, GDPR, law and compliance, legal and compliance, personal data, personalised ads, targeting

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

The really useful GDPR resource: your definitive guide

Post author By Sally Hooton
Post date 1st June 2018

Here it is! Everything you need to know about the GDPR, from what it is to how it affects you and your brand/business – wherever you are in the world. We have put together a full GDPR resource – a complete guide to the General Data Protection Regulation and how to make sure you comply with the new law, both before and after its enforcement date, 25 May 2018.

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Tags customer data, data consent, data protection, e-Privacy, GDPR, legal and compliance