Category: Country Focus

Sales, marketing and blurring the lines: 4 predictions for B2B customer relationships in 2018

Post author By Andy MacMillan
Post date 23rd January 2018

In this digital age, modern buyers have often already made their decision before they reach the salesperson. How do companies stay ahead of that trend? Marketers will need to be more involved post-sale, AI-powered solutions must gain traction, marketing content should improve and the traditional B2B salesperson must change, says Andy MacMillan – citing this year as the tipping point in the digitisation of B2B customer relationships.

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Tags AI, Artificial Intelligence, B2B, B2B marketing, customer relationship management, email, Google, personalisation, sales and marketing

Data Driven Channels Global Insight Programmatic Advertising

Five ways to achieve easy advertising in the programmatic age

Post author By Zheng Zhang
Post date 18th January 2018

Zheng Zhang explores the evolution of the ad tech ecosystem and outlines key features of this programmatic era. He highlights the challenges many advertisers currently face when aiming to achieve secure and efficient ‘easy advertising’ and advises that specific, emerging technologies can be leveraged, to advance solutions and diversify the user experience in a highly saturated market.

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Tags blockchain technology, display advertising, media buying, programmatic advertising, user experience

Americas Canada Global Insight Strategy and Management

Branding, innovation and the ‘age of disruption’: the challenge of change

Post author By Scott Stratten
Post date 17th January 2018

Digital innovation has led to countless changes in our modern world but, sometimes, accepting the challenge of change can be difficult. Authors Alison and Scott Stratten warn entrepreneurs and marketers not to be over-enthusiastic when it comes to harnessing the latest technology, because not everyone is quite ready to wholeheartedly embrace this ‘age of disruption’. The Strattens’ message is to look before you leap: analyse your data carefully, focus on loyalty and know your market first.

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Tags branding, customer experience management, innovation strategy

Data Driven Channels Global Insight Marketing Automation

Climbing the social ladder: empowering the modern marketer with customer insight

Post author By Jeremy Wood
Post date 16th January 2018

Marketing automation is being used increasingly to allow the social media team to focus on the quality of the marketing creative, targeted at the right audience, says Jeremy Wood, who champions end-to-end management as the ideal social ladder to reach the dizzy heights of customer engagement and insight.

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Tags customer experience management, marketing automation, personalisation, social media

Best practice Global Strategy and Management

Step up to success: top tips to improve your professional performance this year

Post author By Royston Guest
Post date 12th January 2018

Ramp up your professional performance and avoid the business ‘groove or grave’ by taking some tips from motivational speaker and business growth expert Royston Guest – who recommends you set the bar at around 100ft high!

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Tags business growth, marketing strategy

Data Innovation Global Insight

Business experts share top insider tips for start-up success in 2018

Post author By Sally Hooton
Post date 11th January 2018

start-up success, design team start-up article

If you are thinking of starting up on your own, here’s the advice you need for start-up success. Four sages – their fingers firmly on the pulse of the business world – share with us their thoughts on key things to bear in mind in order to successfully build and grow a business this year.

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Tags Artificial Intelligence, bitcoin, block-chain, business growth, marketing strategy, start-up

CRM Data Driven Channels Global Insight

Loyalty beyond limits: why incentivising customer behaviour is vital

Post author By William Roberts
Post date 10th January 2018

data gathering, incentivising customer behaviour

Technology is only valuable if you combine knowledge of what you want it to achieve with the ability to interpret what it tells you. So says William Roberts, discussing whether CMOs aiming to bridge the Digital Divide should be optimising data and incentivising customer behaviour by aligning customer understanding with tech strategy.

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Tags Artificial Intelligence, Big data, CRM, customer engagement, customer experience, customer loyalty, data science, Facebook, millennials, personalisation, Snapchat, social media, WhatsApp

Best practice Data Driven Channels Global

Crucial SEO tips you shouldn’t ignore

Post author By Nate Vickery
Post date 9th January 2018

Ranking high in search engine results pages (SERP) is important, but the main aim of your digital marketing strategy should be to leverage search engine optimisation in order to create real value for the user and to improve the user experience. Here are crucial SEO tips that explain how… and why:

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Tags content marketing, Google Search, keywords, Search engine marketing, search engine optimisation, SEO, SERP, user experience

CRM Data Driven Channels Europe Global Insight UK

Did your sales crash? Examine your CRM strategies and fight back

Post author By Peter Zeun
Post date 4th January 2018

High street sales figures make grim reading currently, as rising inflation is clearly impacting consumer spending levels. And, with household incomes failing to keep pace, there is little sign of an upturn for retailers – in the immediate future at least. But Peter Zeun argues that in these difficult times, when it is getting ever harder for retailers to persuade consumers to spend their hard-earned cash in store or online, putting in place the right customer engagement and retention strategies is increasingly imperative for any brand. So start now, scrutinise your CRM strategies and take control of the future.

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Tags CRM, customer journey, customer service, personalisation, Single Customer View

Data Driven Channels Europe Global Insight UK

Out of contact, out of touch – so open up your lines of communication

Post author By Chris Robinson
Post date 3rd January 2018

Research shows that more than half of consumers stop buying after a poor customer service interaction and that 95% ‘share’ bad experiences – so what, if anything, are companies doing to stop customers ‘falling through the cracks’ in the multichannel experience brands are offering? And how can they improve that offering? Chris Robinson says they should start by looking to their lines of communication and ensuring their customers can easily reach them.

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Tags CRM, customer experience, customer experience management, customer journey, customer service, personalisation, user experience