Does the arrival of a new regulation from the UK’s watchdog Ofcom today mean the end for predictive dialling and answer machine detection, currently used extensively for outbound calling? It all depends how responsible your strategy is, says Danny Singer.
How do sales and marketing teams – which often follow different paths – successfully pull together in a data-driven approach to revenue growth? Robert Howells says they need to think differently – looking at ‘account-based growth’ rather than ‘account-based marketing’ or ‘key account sales’. Follow his five strategies for success.
Live-streaming, podcasting . . . is your business getting full potential out of its marketing strategy and leveraging the latest technology? Should you be examining influencer marketing – or returning to print as a way of standing out from the crowd? Here’s some trends to watch out for.
The average consumer receives 500+ marketing messages every month, but fewer than 7 per cent are actually opened. External factors can significantly influence the impact of email marketing campaigns and there are a number of ways to optimise a business’s chances of emails landing safely in a consumer’s inbox and catching their attention.
Entrepreneur Ian Hughes says businesses use many words when they talk about innovation and inspiring a successful culture of change within an organisation – agility, process, control, context. But the nub is all about finding a balance.
Are you getting married? Starting a family? Perhaps you are moving house . . . whatever is changing in your life, it affects your buyer behaviour. That’s why marketers need to be aware of the ‘context’ of the consumer and, accordingly, to put into practice Life Events Marketing; sending appropriate messages to reach the Right Person, in the Right Place, at the Right Time – and in the Right Context.
Despite timely advice, recent research shows that 32% of UK organisations are as yet unprepared for next year’s changes to data protection regulations (GDPR). But will this potentially costly failure to prepare be further compounded by a complementary and co-inciding law change – the EU ePrivacy law? The implications for the data driven marketing industry are far-reaching, in terms of how businesses can approach customers, collect and process data.
Shape up or ship out: that’s the warning for those who fail to prepare for the imminent data protection rule. The European Commission’s plan for the first overhaul in data protection legislation in more than 20 years is unrelenting – and fast approaching. Are you ready?
Research shows marketers are still struggling with data analysis. Anthony Botibol questions whether this is an issue of marketers’ skills, or simply the lack of the right tools.
The building blocks of a customer-centric approach are generally thought to include being accessible, responsive, empathic, collaborative and ‘putting the customer’s best interests first’. Claire Bonniol tells how to go beyond that culture and uses examples of brands that are ‘doing it right’ to show what great customer service looks like.