I was impressed again this year by the quality of the both the planning and the creativity shown in omnichannel customer when I judged recently at the Selligent awards What really struck me this time was the breadth of organisations that are now using this sort of technology to both improve the customer experience and […]
Great article and clear thinking on the customer journey again from Harvard Business Review. Using Automation, Proactive Personalisation, Context and Innovation they say companies can disrupt the traditional customer journey to entice more customers to buy, more quickly and for longer. Unsurprisingly, the most successful brands have the structures, cultures and processes to deliver this. […]
Jack Daniel’s idea of matching a database of user emails to their based of social fans is clever (as reported in The Drum). It allows them to concentrate on serving ads at known customers whilst offering content to fans who have not given an email address. But why bother paying to advertise to people when […]
A recent article by Warc highlights research that shows that users skip ads on Snapchat in just 3 seconds. So who is surprised? Of course they do. The nature of Snapchat is fast and rich in message (funny or informative). So why would any agency try to sell a slow work of art into […]
Kraft’s claim that its content marketing is more effective than its advertising doesn’t surprise me. In an excellent blog entry on eConsultancy, Jack Simpson reviews the fantastic range of activity. Kraft have clearly been been publishing recipes for years (one of the more popular content categories online), and so I would expect them to have […]
It had to happen at some point. A company builds a microsite and forgets that someone else can buy up the URL at some point in the future. Now it’s happened in Germany. A customer has walked innocently into a porn site. This was something we predicted when we at the Mobile Codes Consortium were […]
No surprise. Millennials are most swayed by price when researching insurance online according to eMarketer. That’s 70%, which is less than our reserach found. But the research glosses over the fact that nearly half (46%) value reputation. To understand that reputation a little more, we split out how the different elements of trust (benevolence, integrity and […]
A recent chat with an old friend at CA Technologies reminded me of the need to integrate all departments if you are to innovate effectively in this new age of rapid digital change. CA offer DevOps expertise and tools that help IT and Operations work faster and better together. Whilst I am a fan of […]
Competition is a wonderful thing. It’s at the heart of marketing. If you can’t find a way to be relevant to the customer, they choose someone else. So I find judging award entries in marketing a real treat. Judging campaigns years ago was easier because less brands could offer sophisitcated CRM abilities, so it was […]
The EU data law proposals threaten the potential of digital marketing. The implications are far-reaching for CRM and digital tracking to deliver a unified customer journey. Companies should sort out the permission they have over the next years, ahead of any law coming into force. Taking time to consider and collect permission for exactly what […]