Category: Strategy and Management

Changing role of chief marketing officer – who is the CMO of the future?

Post author By Jamie Matthews
Post date 22nd November 2017

The modern CMO must shine in an ever-changing and increasingly challenging workplace, in a role that is in a constant state of flux. Essentially, it’s because of Big Data – customer expectations and technological innovation are combining to pile the pressure on marketers to showcase skills that were never required of them just a few years ago. How do they feel and how do they cope? Jamie Matthews shares some expertise and some survival tips:

This content is for Free membership members only.
Register

Already a member? Log in here

Tags Big data, chief marketing officer, customer experience, customer loyalty, data innovation, digital transformation, innovation, innovation strategy, ROI, social media, VR

Europe Global Insight Strategy and Management UK

Influencer Marketing 2.0 and the rise of your ‘people channel’

Post author By Craig Hanna
Post date 20th November 2017
1 Comment on Influencer Marketing 2.0 and the rise of your ‘people channel’

The rise of Influencer Marketing 2.0. At the recent Wave 2017 conference, thought-leaders like Brian Solis laid out why we must move to a new model for influence and advocacy and how to make the most out of your ‘people channel’. We summarise the main talking points and look at what best practice influencer marketing should look like in 2018.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags brand advocacy, brand advocates, customer engagement, customer experience, customer experience management, Gamification, influencer marketing, marketing strategy, neuroscience, social media

Americas Best practice Europe Global Strategy and Management UK USA

Black Friday fever and Cyber Monday mania! Will your holiday marketing strategy pass muster?

Post author By Sally Hooton
Post date 20th November 2017

It’s beginning to look a lot like Christmas, or rather Christmas shopping and the retail frenzy of Black Friday and Cyber Monday. Originating in the States immediately after Thanksgiving (which is on the third Thursday of November), it’s become a regular shopping event across the world, with brands knocking down prices to thwart competitors, and sharp-elbowed customers grabbing those deals fast. Sleep and you weep: in the past, some High Street shops have found they should’ve drafted in more staff and, online, surging traffic has caused some unprepared e-retail sites to wobble and crash; unforgivable errors that many customers don’t forget. How ready is your business and how stable your holiday marketing strategy?

This content is for Free membership members only.
Register

Already a member? Log in here

Tags customer experience, customer experience management, e-commerce, e-retailing, holiday marketing

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

The top five GDPR myths . . . answered

Post author By Sam Reed
Post date 20th November 2017
1 Comment on The top five GDPR myths . . . answered

The General Data Protection Regulation coming into force next May will create new rules to keep data safe. But it is causing concern for companies aiming to ensure the data they hold stays within that new law. Panic has spread rumours and now there are many GDPR myths circulating. Sam Reed explores five of the biggest myths around GDPR and discusses its impact.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags customer data, data consent, data privacy, GDPR, legal and compliance

Global Insight Strategy and Management

Better measurement and attribution ‘key to the future’ of influencer marketing

Post author By James Collins
Post date 16th November 2017

Rakuten Marketing research has found that UK marketers are willing to pay large sums to social stars and ‘influencers’ – but 86% of marketers admit they aren’t entirely sure how the fees are calculated and 38% don’t know if that layout is actually driving sales. Despite this, spend on influencer marketing is on the rise. James Collins studies the stats behind this latest trend in celebrity marketing and tots up the value.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags celebrity endorsement, content marketing, customer journey, Facebook, influencer marketing, Instagram, marketing campaigns, marketing strategy, Snapchat, YouTube

Americas Asia-Pacific China Global Insight Strategy and Management USA

Event marketing & the world’s biggest online shopfest: China Singles’ Day

Post author By Sally Hooton
Post date 8th November 2017

It takes place after Halloween and just before Black Friday/Cyber Monday; this major event marketing opportunity has taken off in China, with e-retailers battling to provide the best discount deals for the world’s largest audience – China Singles’ Day, 11/11, is a vast e-shopfest . . . here’s how it works:

This content is for Free membership members only.
Register

Already a member? Log in here

Tags China Singles’ Day, consumer engagement, CRM, customer experience, customer experience management, Halloween

Best practice Europe Global Legal & Compliance Strategy and Management UK

Risk management and measuring cyber security success

Post author By David Roberts
Post date 7th November 2017

Is no news good news when it comes to cyber threats in your business? What are the hallmarks of excellence in this field? Prior to the forthcoming Cyber Security Summit in London, organiser David Roberts talks to information security expert and speaker Phil Cracknell, who gives insight into the world of information security, cyber security success and risk management.

This content is for Free membership members only.
Register

Already a member? Log in here

Tags cyber attack, cyber security, cybercrime, data breach

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.

This content is for Free membership members only.
Register

Already a member? Log in here

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.

This content is for Free membership members only.
Register

Already a member? Log in here

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

Global Insight Strategy and Management

The customer-engaging marketer: how to make the CX shine for your CFO

Post author By Sean Farrington
Post date 31st October 2017

Increasingly, marketers are multi-tasking across many fields – for example, taking on social listening and data analysis in order to improve the customer experience and thus achieve the best possible ROI. But how can this morphed customer-engaging marketer engage the chief financial officer? Learn to speak his or her language, says Sean Farrington – demonstrate the bottom line impact of a great customer experience. Follow these tips:

This content is for Free membership members only.
Register

Already a member? Log in here

Tags customer engagement, customer experience, customer experience management, marketing strategy