Category: Global

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Global Insight Strategy and Management

Direct Marketing 4.0: Breaking silos – a revolutionary new era for a long-standing discipline

Direct Marketing 4.0

All digital marketers are becoming direct marketers. So says Phil Andrews here, as he examines the evolution of what he calls Direct Marketing 4.0 and decides that a combination of digital and direct disciplines are the way forward – a collaboration that will drive effective use of tight marketing budgets, win engaged consumers and increase sales. It’s a future where great creative is driven by insight and data.

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

The Golden Quarter & GDPR – opportunities for marketers

golden quarter & GDPR

The Black Friday/Cyber Monday period is the starting pistol that signals that start of ‘the golden quarter’, when most retailers lock in their profits for the year. It’s also a time when having a good customer database – along with reaching the right consumer with the right offer at the right time – is critically lucrative for brands. However, the looming prospect of GDPR is set to make the gathering and use of customer data more complex. So what should marketers be doing now to ensure their golden quarter & GDPR plans go platinum in 2018?

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Best practice Data Driven Channels Europe Global UK

A successful social media future . . . and why it’s time to give up predicting marketing trends in 2018

Snapchat marketing strategy, successful social media

Are you aiming to deploy a successful social media strategy next year? As 2017 draws to a close, social media expert Luan Wise shares her marketing checklist for 2018 and reasons why it’s futile to focus on future trends.

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Belgium Case Studies Europe Global Netherlands Strategy and Management UK

Online shop expertise shows how marketing could look ‘the day after tomorrow’

online shopping case study , gift shopping online, customer reward

The way we were, as consumers, has changed beyond recognition – ask your gran about the tiny corner shop, or half-day closing! Now, we have e-commerce and the ability to buy anything, anytime we like. But how about tomorrow’s world – and how will marketers and e-retailers cope with the ever-increasing demands of the savvy e-shopper? In this interview by Steven van Belleghem, an expert practitioner shares his online shop expertise and view of the future:

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Best practice Data Driven Channels Global

Innovating free delivery to win share of wallet

online marketing science, free delivery

Research shows that online shoppers often ditch their potential order if delivery charges seem too high – so can free delivery help win back those consumers? And how can smaller businesses afford to absorb the cost? Mark Bigley has some advice.

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

As mist around GDPR lifts – 5 steps to help you keep calm and carry on

GDPR compliance, mist around GDPR lifts

It seems to Robert Howells that marketers are beginning to see clearer skies ahead as the mist around GDPR lifts, panic subsides and the May 2018 deadline approaches. But, in case you are still wary and unsure of how to finalise getting your data shipshape and in good order before the new regulation comes into force, here are some guidelines to help you.

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Artificial Intelligence Data Innovation Global Insight

The predictive marketer: winning the battle for the ‘single customer view’

data technology, predictive marketer

With brand loyalty and customer attention more scarce than ever, Joel Christie reassures marketers scrambling to gain a competitive advantage, saying accuracy, insights and near-infinite numbers of new consumers are all within reach. If you are struggling to interpret reams of data to achieve personalisation, there’s a key to creating the single customer view – AI and the predictive marketer.

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Africa Americas Argentina Asia-Pacific Brazil Europe France Germany Global Insight Kenya Latin America South Africa Strategy and Management UK USA

Native advertising 2020 – 5 global futures for a format on the rise

redefining retail lessons Amazon Prime Day, native advertising 2020 , Digital evolution, omni-channel

Global spending on native ads is predicted to hit $85.5bn a year within the next two years; it’s a format that is deemed to offer a more appealing and engaging user experience and is thus rapidly growing in popularity among marketers and brands – likely to overtake banner ads as the field leader in display advertising. Here’s a glimpse into tomorrow’s digital ad world and what the more creative, relevant and editorially compelling native advertising 2020 could add up to.

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Americas Content Marketing Data Driven Channels Global Insight USA

The power of influence: 5 big changes to consumer reviews in 2017

marketing personas, consumer reviews

Testimonials, opinions, social proof – call them what you will, but consumer reviews are on the up when it comes to what influences a business’s potential customers. Whether fake or fair, people are reading and acting on these online reviews. Here’s a careful look at the latest trends and how consumer trust is measuring up:

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Data Management Global Insight Strategy and Management

The data scientist, examined – addressing the talent gap in data analytics

data management, data scientist

It is now generally agreed that the process of analysing data is key to successful marketing. Collecting data from happy and consenting customers is fine, but putting that data to good use – identifying trends, optimising campaigns and examining effectiveness in detail – is still a skill that many marketing departments lack. How skilled is your data scientist? …What’s that? You don’t have one, just a regular marketer trying to keep all the balls in the air (and dropping a few)? Find out why the science of data is so important – as is the need to fill that specific role.

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