Tag: customer experience

Mature companies: what data do you need and how do you get it?

Post author By Robert Howells
Post date 2nd October 2017

Marketing consultant Robert Howells presents the third and final part of his series of articles looking at data strategy and business goals. He has traced businesses from start-up (and discussed data quality being more valuable than quantity), through SMB (examining analytics and scale) and now looks at more established businesses – mature companies’ data and what they should being doing with it as a tactical asset.

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Tags ABM, account-based marketing, B2B marketing, CRM, customer experience, data analysis, data analytics, data integration, data security, data segmentation, data strategy, email, influencer marketing, marketing strategy, personas, programmatic advertising, social listening, telemarketng

Data Strategy Global Insight Strategy and Management

How to adjust your vision of new tech, data marketing and business growth

Post author By Minter Dial
Post date 20th September 2017

The arrival of the digital age has flummoxed many marketers – some of whom still call decade-old technology (such as smartphones) new tech. Three-quarters of the web’s sites are inactive, full of graveyard content, and there’s a deluge of data as yet unprocessed. Get with it and pick up the pace, says author Minter Dial; don’t let your business get left behind. Look to the future . . .

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Tags AI, Artificial Intelligence, Big data, content management, customer engagement, customer experience, dark social, data management, email, influencer marketing, IoT, martech, smart devices, smartphones, social media, WhatsApp

Europe Global Insight Strategy and Management UK

Marketing is everyone’s job – from inspired leaders to cleaners

Post author By Kevin Gaskell
Post date 20th September 2017

If employees think that marketing is a job done only in one department, the company is heading for trouble, says former Porsche MD Kevin Gaskell, who believes that everything the customer touches relates to marketing and needs to be done well. He says ‘inspired leaders’ recognise the importance of every single interaction and build that idea into the business.

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Tags brand advocates, branding, customer experience, customer experience management, innovation, innovation strategy, marketing strategy

Case Studies Data Driven Channels Europe Global UK

Service with a smile: Marston’s – customer engagement on tap (case study)

Post author By Jason Hemingway
Post date 13th September 2017

When it came to customer data, instead of drinking from the fountain of knowledge, brewer and pub chain Marston’s was alarmed to be watching most of it trickling down the drain. The company realised it should get to know its customers and build a relationship with them. Here’s how they did it:

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Tags brand advocacy, branding, case study, customer data, customer engagement, customer experience, customer experience management, data management, data strategy, marketing strategy, user experience

Best practice Data Driven Channels Global

5 best ways to use social listening for your business

Post author By Lisa Michaels
Post date 30th August 2017

Social media listening can have a monumental effect on your business – garnering customer insights and improving engagement, building brand loyalty and, thereby, increasing revenue. Learn how and why to do it well:

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Tags AirBNB, brand advocates, branding, content marketing, customer engagement, customer experience, customer experience management, customer loyalty, data segmentation, hashtags, influencer marketing, keywords, marketing strategy, social media, user generated content

Best practice Data Driven Channels Global

SEO rules and standards: white hats, black hats – how to skyrocket or ruin your website

Post author By Colin Cieloha
Post date 15th August 2017

SEO – Search Engine Optimisation – is one of the greatest tools that online marketing offers, but it can work for or against you. It all comes down to your knowledge of the SEO rules and standards that apply to all sites on the internet, even the best-known ones. Abide by these rules and watch your rankings soar – ignore them at your peril:

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Tags content management, content marketing, customer experience, customer experience management, e-commerce, keywords, legal and compliance, Search engine marketing, search engine optimisation, SEO, user generated content, website analytics

Europe Global Insight Strategy and Management UK

Brand partnership – deploy dream teamwork to triumph in customer loyalty

Post author By Chris Wilson
Post date 26th July 2017

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.

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Tags AirBNB, brand loyalty, brand partnerships, CRM, customer experience, customer experience management, customer loyalty, data analytics, demographics, Manchester United, Promotions, Uber

CRM Data Driven Channels Europe Global Insight UK

Personalised marketing: it’s good, but it’s not right (yet)

Post author By Anthony Botibol
Post date 12th July 2017

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.

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Tags ad blocker, Big data, content marketing, CRM, customer experience, data strategy, email marketing, marketing strategy, personalisation, Promotions, website analytics

Americas Best practice Data Driven Channels Global USA

5 kinds of content to help you get more followers on Facebook

Post author By Sally Hooton
Post date 10th July 2017

Some major brands are really ‘getting it right’ on Facebook, attracting and retaining hundreds of thousands of followers. How do they do it? What’s their strategy for success? And what can smaller businesses do emulate that success and get more followers on Facebook? Here’s some top tips:

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Tags brand advocacy, branding, customer experience, Facebook, General Electric, Nike, reputation, Starbucks, Universal Studios Orlando, video

Data Driven Channels Email Europe Insight UK

It’s big, but it’s not clever – email overkill: retailers should stop the spam

Post author By Sally Hooton
Post date 21st June 2017

It’s official – poorly targeted and overly frequent digital communications from retailers are turning consumers off. Statistics show a staggering amount of people unsubscribe or simply ignore messages that are so often littering their inboxes, the recipients deciding they are email overkill . . . spam. What’s to be done?

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Tags branding, CRM, customer experience, demographics, personalisation, social media, spam