Does your email arrive safely in the inbox – or end up in the spam filter? Mailbox providers deploy email engagement metrics to identify reputable senders – so marketers should take heed of subscriber complaints. Examine the email journey, advises Guy Hanson, and how emails are perceived by recipients, in order to successfully reach subscriber inboxes.
New regulations come into force next May around data consent, but what will be the marketing consequences of GDPR? Robert Howells makes some predictions on who will benefit and who will struggle with the effects of GDPR.
The power of data and the dangers to business if marketers continue to misuse data by delivering bad customer experiences were discussed at a recent conference: Data experts agreed how vital it is to use data effectively.
PPC campaigns are a vital marketing tool for developing brand awareness, increasing traffic and driving sales. However, even paid advertising can fail when used incorrectly and often marketers are left wondering why their AdWords campaign failed. Here are examples of good and not-so-good practice – and top tips on getting it right.
There have been plenty of cases where vexed staff have criticised employers on social media – but what can companies do to prevent ‘brand-bashing’? Award-winning author Luan Wise says the key is in setting up an effective social media policy – here’s her strategy on limiting potential damage.
Relevant brand partnership can help marketers deliver successful loyalty programmes – and the strategy goes beyond offering exclusive and unexpected customer experiences. Partnerships also give brands access to a wider set of customer data that will drive loyalty by association. What’s not to like? Just make sure you get the right partnership, says Chris Wilson.
Most business leaders now have an awareness of GDPR and its requirements. They’re keen to select and implement technologies to aid GDPR compliance. But important foundational capabilities should be addressed before technical controls for data protection are deployed.
It’s a huge burden for marketers aiming to stay on the right side of the law – and the customer – but deciphering and complying with the forthcoming changes in data protection regulations (GDPR and ePrivacy Regulation) are creating a major consent dilemma for businesses across the UK. Take heart! Here’s some help and guidance from those at the coalface who have been examining how ‘legitimate interests’ might apply.
Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.
Online juggernaut Amazon is ‘in its Prime’, international research shows: nearly 40 per cent of online spend is conducted via Amazon and consumers view it as leading the field in digital retail. How can other retailers compete? Researcher Salmon has some answers.