Category: Europe

Changing role of chief marketing officer – who is the CMO of the future?

Post author By Jamie Matthews
Post date 22nd November 2017

The modern CMO must shine in an ever-changing and increasingly challenging workplace, in a role that is in a constant state of flux. Essentially, it’s because of Big Data – customer expectations and technological innovation are combining to pile the pressure on marketers to showcase skills that were never required of them just a few years ago. How do they feel and how do they cope? Jamie Matthews shares some expertise and some survival tips:

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Tags Big data, chief marketing officer, customer experience, customer loyalty, data innovation, digital transformation, innovation, innovation strategy, ROI, social media, VR

Europe Global Insight Strategy and Management UK

Influencer Marketing 2.0 and the rise of your ‘people channel’

Post author By Craig Hanna
Post date 20th November 2017
1 Comment on Influencer Marketing 2.0 and the rise of your ‘people channel’

The rise of Influencer Marketing 2.0. At the recent Wave 2017 conference, thought-leaders like Brian Solis laid out why we must move to a new model for influence and advocacy and how to make the most out of your ‘people channel’. We summarise the main talking points and look at what best practice influencer marketing should look like in 2018.

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Tags brand advocacy, brand advocates, customer engagement, customer experience, customer experience management, Gamification, influencer marketing, marketing strategy, neuroscience, social media

Americas Best practice Europe Global Strategy and Management UK USA

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

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

The top five GDPR myths . . . answered

Post author By Sam Reed
Post date 20th November 2017
1 Comment on The top five GDPR myths . . . answered

The General Data Protection Regulation coming into force next May will create new rules to keep data safe. But it is causing concern for companies aiming to ensure the data they hold stays within that new law. Panic has spread rumours and now there are many GDPR myths circulating. Sam Reed explores five of the biggest myths around GDPR and discusses its impact.

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Tags customer data, data consent, data privacy, GDPR, legal and compliance

Best practice Europe Global Legal & Compliance Strategy and Management UK

Risk management and measuring cyber security success

Post author By David Roberts
Post date 7th November 2017

Is no news good news when it comes to cyber threats in your business? What are the hallmarks of excellence in this field? Prior to the forthcoming Cyber Security Summit in London, organiser David Roberts talks to information security expert and speaker Phil Cracknell, who gives insight into the world of information security, cyber security success and risk management.

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Tags cyber attack, cyber security, cybercrime, data breach

Data Driven Channels Europe Global Insight Mobile UK

It’s not too late to build mobile into your holiday marketing strategy

Post author By Dan Bond
Post date 7th November 2017

Research shows 62% of UK smartphone users ‘can’t live without a smartphone’ – which makes this device a powerful channel for marketers aiming to engage with consumers in the run-up to the biggest holiday event of the year. So how mobile is your marketing strategy? Have you optimised your business showcase for mobile? Is the shopping experience you offer via mobile swift and simple? Don’t leave it any longer – here’s a checklist of holiday marketing ideas to action NOW:

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Tags cross-device, customer engagement, CX, e-retailing, email, geo-targeting, marketing strategy, mobile apps, mobile wallet, personalisation, retail, smartphone, SMS, social media

Data Driven Channels Europe Global Insight UK

Basket case – driving e-commerce from bland boredom to brand stardom

Post author By Andrew Watts
Post date 6th November 2017

How do brands driving e-commerce sales entice browsers and get their products ‘off the shelf’, given the vast array of competition and the mundane way many products are displayed in the sterile online shop environment? Behavioural science is the key for brands facing that problem, says Andrew Watts, and marketers and their brands should master that science in order to win sales. Here’s how it works:

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Tags customer engagement, customer experience, customer experience management, customer journey, e-commerce, e-retailing, marketing strategy, personalisation

Europe Global Next Practice Strategy and Management UK

Mapping the marketing technology landscape – the Scott Brinker interview

Post author By Craig Hanna
Post date 6th November 2017

marketing technology landscape Scott Brinker

The GMA interviews the creator and producer of the ‘Martech 5000’ annual marketing technology landscape map, Scott Brinker, who is speaking at the forthcoming MarTech Festival in London.

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Tags analytics, CRM, customer journey, machine learning, marketing automation, marketing technology, Search engine marketing, SEO

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

SWOT up on data privacy: ‘think positive, it’s a GDPR opportunity not a threat’

Post author By Will Anthes
Post date 2nd November 2017

Forecasters say that, come May 25 next year, 75% of EU customer data will be unusable because it does not comply with the new data protection laws. But research by W8 Data shows a more positive vibe – the ‘GDPR opportunity’ will force companies to clean their data thoroughly, in line with the new regulations. It will affect amounts of data held by companies, but quality over quantity will forge better relationships with customers.

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Tags charities, customer data, data hygiene, data privacy, data protection, permission marketing, personal data

Data Strategy Europe Global Insight UK

Get smarter data insight: combine depth of direct with digital dynamism

Post author By Phil Andrews
Post date 27th October 2017

Data engagement science, smarter data insight

Dubbed ‘Direct Marketing 4.0’ and ‘Data Directed Marketing’, smarter data insight is achievable if you follow that modern approach, says Phil Andrews. Here, he describes the process required to take advantage of real-time digital markets; combining the depth and rigour of direct marketing with the reach, personalisation and real-time dynamic approach of digital.

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Tags Artificial Intelligence, data analysis, data analytics, data insight, data management, data strategy, digital marketing, direct marketing, machine learning, marketing automation, predictive analytics, targeting