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!
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?
Around the world, the number of emails that are sent and received every day could top 246 billion in two years’ time, research shows. It’s a figure that is constantly growing as email is still considered the vital channel for most marketers. How do you maximise it? Here are trends to watch out for and ways to optimise your email messages:
Phase 1 was about information (internet availability) and Phase 2 mobile technology (social media). But Phase 3 of the digital evolution will have a faster adoption curve and a higher impact due to some fundamental differences, says Steven Van Belleghem, author of the award-winning book, ‘When Digital Becomes Human’.
Not too far into the future, many of us will live in smart cities, where technology and data will combine – proving that data insight is a driving force for growth and innovation. This and more was explored at the recent Webit 2017 in Sofia. The GMA attended and here we sum up the fascinating data driven perspective from that event.
Behind the scenes technology is taking the consumer experience to a new level, says digital expert Steven van Belleghem, who believes we are now in a brave new world of artificial intelligence first.
Innovation and Leadership. Two words that scare the living daylights out of you or two that inspire you to do great things. Which? Delegates at the MINT Global conference in Amsterdam today were finding out.
Email research shows that marketing channel is thriving, but senders must be more relevant and provide more interesting content to meet consumer demands.
Most companies would say their customer service is good. Yet even today, few have in place a co-ordinated intelligent and proactive strategy for managing the client experience; providing the customer value. Here’s how a systematic approach works.