Category: UK

It’s not too late to build mobile into your holiday marketing strategy

Post author By Dan Bond
Post date 7th November 2017

Research shows 62% of UK smartphone users ‘can’t live without a smartphone’ – which makes this device a powerful channel for marketers aiming to engage with consumers in the run-up to the biggest holiday event of the year. So how mobile is your marketing strategy? Have you optimised your business showcase for mobile? Is the shopping experience you offer via mobile swift and simple? Don’t leave it any longer – here’s a checklist of holiday marketing ideas to action NOW:

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Tags cross-device, customer engagement, CX, e-retailing, email, geo-targeting, marketing strategy, mobile apps, mobile wallet, personalisation, retail, smartphone, SMS, social media

Data Driven Channels Europe Global Insight UK

Basket case – driving e-commerce from bland boredom to brand stardom

Post author By Andrew Watts
Post date 6th November 2017

How do brands driving e-commerce sales entice browsers and get their products ‘off the shelf’, given the vast array of competition and the mundane way many products are displayed in the sterile online shop environment? Behavioural science is the key for brands facing that problem, says Andrew Watts, and marketers and their brands should master that science in order to win sales. Here’s how it works:

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Tags customer engagement, customer experience, customer experience management, customer journey, e-commerce, e-retailing, marketing strategy, personalisation

Europe Global Next Practice Strategy and Management UK

Mapping the marketing technology landscape – the Scott Brinker interview

Post author By Craig Hanna
Post date 6th November 2017

marketing technology landscape Scott Brinker

The GMA interviews the creator and producer of the ‘Martech 5000’ annual marketing technology landscape map, Scott Brinker, who is speaking at the forthcoming MarTech Festival in London.

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Tags analytics, CRM, customer journey, machine learning, marketing automation, marketing technology, Search engine marketing, SEO

Best practice Europe GDPR Global Legal & Compliance Strategy and Management UK

SWOT up on data privacy: ‘think positive, it’s a GDPR opportunity not a threat’

Post author By Will Anthes
Post date 2nd November 2017

Forecasters say that, come May 25 next year, 75% of EU customer data will be unusable because it does not comply with the new data protection laws. But research by W8 Data shows a more positive vibe – the ‘GDPR opportunity’ will force companies to clean their data thoroughly, in line with the new regulations. It will affect amounts of data held by companies, but quality over quantity will forge better relationships with customers.

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Tags charities, customer data, data hygiene, data privacy, data protection, permission marketing, personal data

Data Strategy Europe Global Insight UK

Get smarter data insight: combine depth of direct with digital dynamism

Post author By Phil Andrews
Post date 27th October 2017

Data engagement science, smarter data insight

Dubbed ‘Direct Marketing 4.0’ and ‘Data Directed Marketing’, smarter data insight is achievable if you follow that modern approach, says Phil Andrews. Here, he describes the process required to take advantage of real-time digital markets; combining the depth and rigour of direct marketing with the reach, personalisation and real-time dynamic approach of digital.

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Tags Artificial Intelligence, data analysis, data analytics, data insight, data management, data strategy, digital marketing, direct marketing, machine learning, marketing automation, predictive analytics, targeting

Best practice Data Protection Europe GDPR Global Legal & Compliance Strategy and Management UK

B2B GDPR – a common sense view and workable expertise, at last

Post author By Judith Niederschelp
Post date 19th October 2017

There aren’t many marketers who don’t already know that, next May, the GDPR (General Data Protection Regulation) is changing. It has caused sleepless nights for many and will lead to fines if not adhered to correctly once the regulation has been enforced. Many offer words of wisdom on the subject of B2B GDPR and how to get it right, but here, a voice of reason rings out, so wake up and read the expertise.

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Tags B2B marketing, customer data, GDPR, legal and compliance, personal data, privacy

Best practice Data Driven Channels Europe Global UK

Social media animal magic: marketing with a conscience

Post author By Phil Aiston
Post date 18th October 2017

Are ‘cutesy’ pictures of wild animals shared online fuelling the illegal wildlife trade and can marketers serve the increasing demand for social media animal marketing, but in an ethical and responsible way? Phil Aiston shows how working with animals – but with a conscience – can be a force for good.

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Tags charity, content management, customer engagement, customer experience, customer experience management, neuroscience, non-profit, social media, video marketing

Data Driven Channels Global Insight UK

From cart to checkout: the challenge of late night shopping for the e-retailer

Post author By Chris Robinson
Post date 17th October 2017

Remember when shops used to be closed on Sundays? Or closed for a half-day during the week (presumably so staff could have time off)? It seems ridiculous now, as we shop whenever we like, either in the high street or online. In fact, research shows that shopping ‘out of hours’ – late night shopping – is evolving and consumers are increasingly settling down in the evening for a bit of second-screen retail therapy. So how savvy is your brand at providing a first class customer experience for those ‘night owl’ potential purchasers?

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Tags customer engagement, customer experience management, e-retailing, mobile marketing, multi-channel marketing, online retail, online shopping

Data Driven Channels Europe Global Insight UK

Building customer relationships: personalisation – who cares?

Post author By Nina Aggarwal
Post date 11th October 2017

Developing a good, relevant and personalised experience has been proven to help marketers with building customer relationships. Research shows that brands sending birthday offers are likely to improve the experience for more than half the 18-21 age group, but for less than a third of the 50+ age group. So who wants personalisation and who doesn’t? Take a look:

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Tags AirBNB, Amazon, Apple, branding, data science, data segmentation, demographics, email, marketing strategy, millennials, Nike, personalisation, smart devices, social media, Very, Virgin Trains

Americas Asia-Pacific China Content Marketing Data Driven Channels Europe France Global Insight Israel Latin America MENA Middle East Spain UK USA

The cross-border question: should agencies do more to localise content?

Post author By Robert Berkeley
Post date 9th October 2017

Providing customers with personalised content can lift revenue by 15%, according to Harvard Business Review, so why is it that businesses so often settle for producing generic marketing – or, worse, create messages that simply do not translate? Robert Berkeley says they need to do more to localise content if they are to draw in customers and grow their businesses.

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Tags Big data, branding, Colgate, content marketing, Coors, customer engagement, customer experience management, marketing campaigns, McDonald’s, personalisation, web analytics