Category: Europe

B2B GDPR – a common sense view and workable expertise, at last

Post author By Judith Niederschelp
Post date 19th October 2017

There aren’t many marketers who don’t already know that, next May, the GDPR (General Data Protection Regulation) is changing. It has caused sleepless nights for many and will lead to fines if not adhered to correctly once the regulation has been enforced. Many offer words of wisdom on the subject of B2B GDPR and how to get it right, but here, a voice of reason rings out, so wake up and read the expertise.

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Tags B2B marketing, customer data, GDPR, legal and compliance, personal data, privacy

Best practice Data Driven Channels Europe Global UK

Social media animal magic: marketing with a conscience

Post author By Phil Aiston
Post date 18th October 2017

Are ‘cutesy’ pictures of wild animals shared online fuelling the illegal wildlife trade and can marketers serve the increasing demand for social media animal marketing, but in an ethical and responsible way? Phil Aiston shows how working with animals – but with a conscience – can be a force for good.

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Tags charity, content management, customer engagement, customer experience, customer experience management, neuroscience, non-profit, social media, video marketing

Data Driven Channels Europe Global Insight UK

Building customer relationships: personalisation – who cares?

Post author By Nina Aggarwal
Post date 11th October 2017

Developing a good, relevant and personalised experience has been proven to help marketers with building customer relationships. Research shows that brands sending birthday offers are likely to improve the experience for more than half the 18-21 age group, but for less than a third of the 50+ age group. So who wants personalisation and who doesn’t? Take a look:

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Tags AirBNB, Amazon, Apple, branding, data science, data segmentation, demographics, email, marketing strategy, millennials, Nike, personalisation, smart devices, social media, Very, Virgin Trains

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 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

Best practice Europe Global Legal & Compliance Strategy and Management UK

Online brand safety: how to protect your investment in digital

Post author By Richard Foan
Post date 21st September 2017

Marketers want to know that their investments in digital advertising are protected against fraud and ads appearing on illegal or inappropriate websites. JICWEBS’ chairman Richard Foan explains what steps towards ensuring online brand safety have been taken by the industry.

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Tags ad fraud, advertising, branding, digital marketing, legal and compliance, marketing strategy, online advertising, web analytics

Europe Global Insight Strategy and Management UK

Marketing is everyone’s job – from inspired leaders to cleaners

Post author By Kevin Gaskell
Post date 20th September 2017

If employees think that marketing is a job done only in one department, the company is heading for trouble, says former Porsche MD Kevin Gaskell, who believes that everything the customer touches relates to marketing and needs to be done well. He says ‘inspired leaders’ recognise the importance of every single interaction and build that idea into the business.

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Tags brand advocates, branding, customer experience, customer experience management, innovation, innovation strategy, marketing strategy

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

Case Studies Data Driven Channels Europe Global UK

Service with a smile: Marston’s – customer engagement on tap (case study)

Post author By Jason Hemingway
Post date 13th September 2017

When it came to customer data, instead of drinking from the fountain of knowledge, brewer and pub chain Marston’s was alarmed to be watching most of it trickling down the drain. The company realised it should get to know its customers and build a relationship with them. Here’s how they did it:

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Tags brand advocacy, branding, case study, customer data, customer engagement, customer experience, customer experience management, data management, data strategy, marketing strategy, user experience

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