Tag: marketing strategy

Intelligent ABM: Why data is your passport to success

Post author By Craig Hanna
Post date 4th August 2017

ABM is now a key strategy for any company selling to enterprise businesses. Its evolution from Key Account Marketing has been rapid. However, it’s much more than a cosmetic name change, with a new approach to data and account-wide awareness and advocacy now seen as key to success.

This multi-channel approach requires new skills, new technology and new partners if it is to provide real ROI for your business.

Read our best practice guide to discover:

The advantages of adopting an intelligent ABM strategy for your business
The top 8 reasons for using ABM
How to ‘flip the marketing funnel’
The Merit Direct ABM success framework
Why data is key to ABM success
Key sources of data in a data-rich world
How to use intent data to drive predictive ABM
Case study from LogMeIn on how it successfully implemented ABM to drive a 40% lift in average deal size, and more

Download our free guide today (registration required) and accelerate your intelligent ABM strategy with data.

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Tags data analytics, data management, data segmentation, data strategy, LogMeIn, marketing strategy, Merit direct, predictive analytics

Data Driven Channels Europe Global Insight UK

The most common reasons why your last AdWords campaign failed, Make it RIGHT!

Post author By Natalia Selby
Post date 3rd August 2017

PPC campaigns are a vital marketing tool for developing brand awareness, increasing traffic and driving sales. However, even paid advertising can fail when used incorrectly and often marketers are left wondering why their AdWords campaign failed. Here are examples of good and not-so-good practice – and top tips on getting it right.

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Tags digital marketing, Google Search, marketing campaign, marketing strategy, mobile search, online advertising, paid ads, pay-per-click, PPC, Search engine marketing, search engine optimisation, website analytics

Business Analytics Global Insight Strategy and Management

Which brands show potential? Answers are in the 5 vital signs of business health

Post author By Sally Hooton
Post date 19th July 2017

‘Healthy’ brands are ranked highly around the world for making people’s lives better, shaking things up, communicating effectively and memorably and winning admiration. So who’s doing that well and who could do better? Which brands are rising stars? The BrandZ Global Top 100 has been monitoring which brands show potential and which have been displaying vital signs for more than a decade – here are the findings:

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Tags Amazon, Apple, brand loyalty, branding, customer engagement, data strategy, Google, Huawei, marketing strategy, Netflix, Nike, Samsung, Tesla

Data Driven Channels Global Insight

Ad appeal, add emotional impact – ditch the message

Post author By Sally Hooton
Post date 14th July 2017

Are your ads having a more emotional impact than a large spider? Sadly not: consumer neuroscience shows that nearly two-thirds of today’s ads would be out-performed by an arachnid. Marketers may be failing with their campaigns because they are simply relying on their product messages, rather than leveraging emotional impact to better engage consumers.

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Tags marketing strategy, neuroscience, sales and marketing, TV advertising, video marketing

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 Data Driven Channels Europe France Global Insight Italy Mobile Spain UK USA

Embrace the 5G future: using data driven marketing to understand global connectivity

Post author By Sally Hooton
Post date 29th June 2017

5G networks are projected to cover a third of the world’s population within the next decade – and the impact on the mobile industry and its customers will be profound: The new generation of technology will usher in a new era of global connectivity, with networks adapting to applications and performance being tailored to the needs of the user. Are you ready?

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Tags Amazon Prime, consumer behaviour, content marketing, Internet of Things, IoT, location marketing, marketing strategy, mobile, Netflix, personalisation, segmentation, smartphone, video, Wi-Fi

Data Driven Channels Global Insight

Top tips for using Facebook Custom Audience lists

Post author By Sally Hooton
Post date 21st May 2017

Carefully target your marketing by using Facebook Custom Audience lists, says expert Lauren Ahluwalia. Here, she reveals her step-by-step guide to creating a successful Facebook marketing campaign.

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Tags Facebook, marketing campaigns, marketing strategy

Data Driven Channels Global Insight

United Airlines – the data driven story and brand impact

Post author By Craig Hanna
Post date 19th April 2017
7 Comments on United Airlines – the data driven story and brand impact

The story of a passenger being dragged off an overbooked United Airlines flight hit the headlines and led to furious criticism. We take an in-depth look at the data driven marketing story behind those headlines and weigh up the potential long-term brand impact.

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Tags Google Search, marketing strategy, Search engine marketing, SEO, United Airlines

Americas Best practice Data Driven Channels Email Europe UK USA

Email marketers – do you speak Millennial? Here’s 4 ways to target millennials successfully

Post author By Sally Hooton
Post date 31st March 2017

There’s huge potential for email to drive lead generation and engagement among this demographic, but key differences that marketers should be aware of in order to successfully target millennials – including ideal email content and device of choice.

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Tags demographics, discounts, Gamification, marketing strategy, social media

Data Driven Channels Global Insight

4 simple techniques to help you become a successful affiliate

Post author By Sally Hooton
Post date 30th March 2017

What does a successful affiliate marketer do to keep ahead of competitors and be top of their league? Phil Coleman from global self-service platform ClickSure says they should be relevant, reachable and unique – and use data analysis as their secret weapon. Here’s why . . . and how:

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Tags blogging, content marketing, marketing strategy, mobile marketing, SEO