Tag: marketing strategy

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

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:

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

Global Insight Strategy and Management

Create value and market opportunities: tips for established firms

Post author By Marc Gruber & Sharon Tal
Post date 24th October 2017

Dr Sharon Tal and Prof Dr Marc Gruber have co-authored a book on how organisations can discover and leverage their most valuable market opportunities. Here, they offer GMA readers advice and expertise on how established firms can grasp the mettle to significantly create value and promote new growth.

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Tags Apple, business analytics, business growth, entrepreneur, Fujifilm, marketing strategy

Data Driven Channels Global Insight

The second screen, mobile payment and an era of connected entertainment

Post author By Shane Leahy
Post date 12th October 2017

Marketers need to ensure they reduce the hassle that often surrounds payment methods, to improve the user experience, says Shane Leahy – particularly now, as consumers often use two screens simultaneously; gamers, for example, who want to be able to download content via mobile payment while mid-game on their tablets.

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Tags computer game, gaming, marketing strategy, mobile, mobile payment, mobile wallet, PlayStation, user experience, Xbox

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

Best practice Data Driven Channels Global

How to maximise employee and customer advocacy to drive sales

Post author By Craig Hanna
Post date 10th October 2017
6 Comments on How to maximise employee and customer advocacy to drive sales

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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Tags brand advocacy, brand advocates, branding, customer experience, influencer marketing, loyalty marketing, marketing strategy, personalisation

Best practice Global Strategy and Management

Selling to Generation Z: what brands can learn from online fast fashion

Post author By Katie Woodhead
Post date 4th October 2017

From product selection and presentation through to search, filtering and promotions, retailers such as ASOS, Missguided and PrettyLittleThing are top of the class when it comes to speaking to Generation Z. As these technologically fluent post-millennials enter the world of work and start to purchase from a wider range of brands, how can retailers tempt them across their virtual front door? Katie Woodhead examines lessons other brands can learn from the online fast fashion fraternity in communicating with the twentysomethings –
the next generation of consumers.

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Tags branding, customer engagement, customer experience management, customer loyalty, demographics, e-retailing, influencer marketing, luxury brands, marketing strategy, millennials, mobile, mobile apps, social media, voice search

Americas Data Management Global Insight Strategy and Management USA

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 Management Insight Strategy and Management

Online marketing science – changing billboards to banners isn’t enough

Post author By Pini Yakuel
Post date 28th September 2017

Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere. Customer data should be carefully individualised and detailed, segmented into specific personas; the art of advertising has morphed into the online marketing science of data analytics.

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Americas Data Strategy Europe Global Insight Strategy and Management UK USA

Our top 8 reasons for using an account-based marketing strategy

Post author By Craig Hanna
Post date 27th September 2017

understanding marketing data, an account-based marketing strategy

It’s not just another handle for key account marketing, but a different way of viewing and doing and being effective; actioning your B2B marketing strategy. Read our reasons for deploying an account-based marketing strategy.

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Tags ABM, account-based marketing, customer data, customer engagement, marketing strategy, personalisation, targeting