First in a new series of critical reviews, in which the GMA highlights email communications we come across while doing our jobs that could be so much better. Here’s a example of the ultimate in email un-personalisation!
Adestra asked marketing agency executives about the role email plays and where the industry is heading. The findings reveal agency success with email marketing and strong ROI from email campaigns.
These marketing funnel acronyms help break up the complexities of a marketing campaign into manageable and memorable stages. This case study information shows how it all works:
New research banishes the widely-held view that consumers are more prone to sharing negative experiences among their friends and family via word of mouth, and also on social media. In fact, customer experience negativity is less widespread than positivity! It seems customers really do share the love . . .
Award-winning author Luan Wise continues her series on social media and how businesses can leverage it for optimal effect. Here, she says marketers should learn to stand in their customers’ shoes in order to truly understand their target market to successfully win advocates for their brands through social media: it’s the importance of listening.
It’s been in the making for more than four years and is coming into force in less than 12 months’ time: GDPR (General Data Protection Regulation) represents the largest change in data protection and privacy rules in more than 20 years. May 25, 2018 is D-Day for the new GDPR regulation, which is designed to harmonise data privacy and protection laws across Europe. Any business that handles, markets to, tracks or creates profiles of EU citizens must comply with the new regulations. Richard Dennys discusses how affiliate marketers and businesses that utilise affiliate marketing can prepare for the GDPR and ensure their websites are compliant.
Did you know that Google owns Uber? Or that Microsoft owns LinkedIn and Nokia? You do now . . . although the landscape is changing incredibly quickly.
Hallam Internet – a UK-based provider of digital marketing services – recognised it can be tough to keep tabs on who’s who so, earlier this year, it took on the task of working out the tangled web connections. Hallam has now created the interactive infographic shown below, highlighting some surprising connections between arguably the most popular brands around – many of which marketers across the world use daily.
The Tangled Web – Interactive Infographic links up the brands in the digital space – from eBay to Paypal, Twitter to Soundcloud, showing how the ever-changing online landscape is truly a ‘tangled web’ of connected businesses.
Susan Hallam (pictured), managing director at Hallam Internet, told the GMA: “I don’t know how many people appreciate that Google is a major investor in Uber. Or realise that Microsoft owns LinkedIn and Nokia. The web is an incestuous place with tangled relationships. And our digital marketing team decided to research the relationships among the leading digital players, investigating the names we all use on a daily basis.”
She added: “The deeper we dug, the more inter-relationships we discovered. In some cases, these are relationships that were formed in the earlier days, for example when they were still in a start-up phase. Other relationships are more recent, for example LinkedIn purchasing Slideshare. We were also interested to discover the relatively broad range of relationships. Relatively unknown names like IAC have relationships with organisations like Expedia, Hotels.com, as well as Ticketmaster and Match.com
“After gathering the data, we then faced the challenge of programming the interactive infographic so that it legibly displays the complex tangle of inter-relationships. Creating a mobile-friendly version was high on our list of priorities as we knew it would be hugely popular with mobile users. And we’ve created a format that is scalable. We are welcoming suggestions for new relationships to represent on The Tangled Web, and it will be relatively straight-forward for us to add new hubs and nodes.
“Most importantly, we are seeing new relationships forming on nearly a daily basis and we hope to be updating it frequently.”
View the infographic below:
Many consumers remain suspicious about it and even the term ‘data monetisation’ can prompt consumer concern that brands are making money from their personal asset. But it’s time to explain how it all works, how to make ourselves proud of our industry and how, actually, data makes the world go round:
Today’s consumers want advertising formats that speak to them, that trigger customer emotions – they want to be involved, engaged, intrigued, entertained. So, all brands need to work out is what their customers want, when they want it and how they want it, for their adspend to have been completely justified. Simple, right?
A study has found that almost a quarter of consumers have submitted bogus personal details – fake data – in order to access information online anonymously. Which means marketers’ databases could be wildly inaccurate and organisations are wasting resources targeting people or places that actually don’t exist. It’s a situation that will only worsen when the new GDPR comes into force next May. So, what’s the solution?