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.
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:
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.
Advertising with a social consciousness – putting human welfare above profits – has gathered momentum, with societal marketing becoming mainstream. Mike Alhadeff focuses on disability and how marketers have been displaying sensitivity and a conscience, especially since London 2012.
Managing pay-per-click (PPC) advertising can prove time-consuming, but paid search is often a major part of a marketing strategy. Here are tips and tactics to help SMEs save time with their PPC advertising by leveraging technology.
Be not afraid! Instead of a revolution that routs and destroys, artificial intelligence is driving a marketing revolution that will make our industry more intelligent and empowering. It will free-up marketers from the mundanity of day-to-day tasks, enabling ever deeper analytics and insights and creating finer personalisation and customer service. Here’s how:
Consumers demand immediacy – they want their chosen product/service promptly and they want brands to respond to their demands NOW! That means real-time marketing is essential. But how and when is it appropriate? Anthony Botibol has advice on speedy personal service.
Correctly analysing customer data is part of modern marketing strategy. But understanding marketing data and viewing it clearly is not always achievable. Author Steve Wexler explains how to simplify the task.
Social media listening can have a monumental effect on your business – garnering customer insights and improving engagement, building brand loyalty and, thereby, increasing revenue. Learn how and why to do it well:
Whether B2B, B2C, Enterprise, SMB or a start-up, sports sponsorship is important to marketing strategy, says Ishveen Anand. Here, she explores how sponsorship has primarily been viewed as a channel reserved for the biggest brands with the biggest budgets – but she calls for a recount, showing how smaller brands can successfully take part in sports marketing.