Tag: customer experience

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Europe Global Insight Strategy and Management UK

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

chief marketing officer

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:

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Europe Global Insight Strategy and Management UK

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

marketing message, influencer marketing 2.0

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.

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Americas Best practice Europe Global Strategy and Management UK USA

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

holiday marketing strategy

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?

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Americas Asia-Pacific China Global Insight Strategy and Management USA

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

event marketing

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:

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Data Driven Channels Europe Global Insight UK

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

online spend , Buying online

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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Global Insight Strategy and Management

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

customer-engaging marketer

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:

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Artificial Intelligence Data Innovation Global Insight

Five big artificial intelligence ideas for marketing

artificial intelligence ideas

Marketing has come a long way since the scattergun approach. Customer-centricity has driven the need for polished personalisation and technology is empowering ‘laser-guided marketing’. Doron Youngerwood discusses this concept and offers some artificial intelligence ideas and tips to guide marketing ‘artists’ into becoming marketing ‘scientists’.

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Data Driven Channels Global Insight

Put​ ​context​ ​at​ ​the​ ​heart​ ​of​ ​social​ ​media​ ​sentiment​ ​analysis

sentiment analysis

Customers post good and bad opinions of products and services – and they also share witty and sarcastic opinions. All of which have been notoriously difficult for brands to measure. Sentiment​ ​analysis​ ​in​ ​the​ ​social​ ​listening​ ​world​ ​has​ ​not​ ​enjoyed​ ​the​ ​best​ ​of​ ​reputations as a ​lack​ ​of​ ​any​ ​advanced​ ​technology​ ​has​ ​meant​ ​that​ ​accurate​ ​results​ have​ ​depended​ ​on a​ ​process​ ​of​ ​repetitive,​ ​tedious​ ​and​ ​time​-consuming​ ​manual​ ​tagging​ ​of​ ​documents.​ ​As​ ​a result,​ ​many​ ​brands​ ​tend​ ​to​ ​sideline​ ​sentiment​ ​indicators​ ​in​ ​their​ ​reporting.​ ​Now​ ​all​ ​that is​ ​set​ ​to​ ​change, says Richard Sunley. Machines have been learning how to fathom irony . . .

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Best practice Data Driven Channels Europe Global UK

Social media animal magic: marketing with a conscience

social media animal marketing

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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Best practice Data Driven Channels Global

How to maximise employee and customer advocacy to drive sales

customer advocacy

Brand influencers and advocates are key to driving reach and sales yet most companies fail to activate well. Both customers and employees are a source of untapped growth that companies need to focus more effort on. Here’s how to maximise employee and customer advocacy.

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