Will the person you are emailing open your message? Will he or she click through? The answers depend entirely on trust; what faith the recipient has in you – it boils down simply to sender reputation. Here’s how to check yours stands up to scrutiny – and thus your email message makes it successfully through to your intended recipient.
Organisations are aiming to futureproof and broaden their own technology landscape– but they should avoid focusing on innovation for innovation’s sake, says Tomas Salfischberger. When it comes to marketing technology, make the most of what you’ve got – deploy digital optimisation instead of re-engineering the entire process. Focus on software that can be integrated into mission critical systems to make sure you are getting the most out of your data; streamlining the customer journey and delivering truly personalised experiences. Here’s how:
Is the culture of measurement killing creativity? How do marketers achieve a symbiotic relationship between two apparently opposing concepts – art and insight – combining a variety of skills to see campaigns through from start to finish? When it comes to balancing data and creativity, Rebecca Manville has some sound advice.
GDPR non-compliance will cost those who risk it up to 4% of global turnover. But even without GDPR fines, most marketers know that dirty data hits the bottom line. Royal Mail research has revealed what brands and agencies are doing to plug the ‘leaky bucket’ of customer churn – to cleanse, validate and improve the quality of the data they hold. Jim Conning examines the findings.
Retailers are facing another wave of disruption triggered by digital technologies. Find out which retailers are leading the way and why, if you haven’t already, you need to start including them in your plans.
GDPR – the General Data Protection Regulation – comes into force this week and the majority of businesses will likely be prepared. So, how will being GDPR compliant benefit their marketing function? For those who aren’t prepared, can they expect penalties? The UK DMA’s director of policy and compliance, John Mitchison, explains.
Sit up and take notice, says Tim Haynes – the latest news headlines surrounding alleged data misuse will mean even brands that collect and use data ethically and in good faith will struggle to persuade customers to trust them. Here’s some practical advice on building consumer trust – and how to put marketing ‘skulduggery’ firmly into the past.
Are you analysing where e-commerce transactions are taking place and what devices your customers use most? Patrick O’Doherty has been examining information about conversions and device use and here reveals some trends and takeaways.
The new GDPR aims to protect the personal information of consumers – but what does that mean for marketers who leverage that information to drive their businesses? Anthony Botibol shows how to personalise your marketing without losing the trust or the consent of customers – and without incurring the wrath of the GDPR law enforcers.
Industry bodies and publishers are taking action to combat online fraudsters, aiming to rout those who put brands’ reputations at risk. They are tackling ad fraud by developing better standards of best practice in digital advertising and are promoting greater transparency by increasing regulatory controls. Chris Liversidge discusses programmatic advertising and the problems that can cause, but says there needs to be a balance between introducing more rules to deter the bad guys, without defeating the industry’s good guys.