Great to see that CMOs are critical of the digital industry’s focus on campaigns rather than the overall customer experience. But the issue they complain about is often the result of a lack of top-down pressure for more consensus across the business departments for a central digital strategy. No wonder then that digital managers are pragmatic […]
The news that Martin Sorrell is seriously considering buying Dunhumby would add real value to all of WPP’s brands. This would provide detailed intelligence on the impact of marketing on immediate and repeat sales, which would be invaluable for brands, and for the industry as a whole. I can’t imagine that we won’t see Publicis […]
Insurers should look more closely at trust in the customer journey to understand how its different components affect switching behaviour. It is recognised that trust plays an important role in how consumers select their provider. But for too long, the market has treated trust as a single concept. Our experience with the industry and new […]
Our new consumer research, I worked with Sue Burden of Commssavvyresearch, conducted into Switching Motivations shows 51% of UK insurance customers (home or motor) are at real risk of switching at their next renewal. Nearly a quarter say they are already in the process of switching and two in five are thinking of switching at […]
Well done Havas! The idea of linking data to creative is an excellent one – and long over-due. I have heard many digital gurus and creative geniuses complaining that data is boring. And that the answer is really a facebook page or a TV commercial. In my experience, the more we know about the customer, […]
Interesting report from GWI Social. It looks as if Facebook has seen a drop of 9% in active publishing users. This could be a serious problem if it continues, particularly if their less active users use it to stay in touch. A decline in new content makes the visit less interesting (or less frustrating if […]
Everyone’s talking about the power of mobile targeting. But all the talk is JUST about the targeting, and very little is about the potential of stunning creativity to change opinions and behaviour once the mobile finds the right person. Handset manufacturers are doing their bit: the mobile screen has become a thing of beauty. High […]
Well done Forrester for raising once again the spectre of reality over Facebook. I like the suggestion that brands build their own communities as this forces the issue: will customers really come to our place to have a relationship, and if they do, what sort of relationship do they want. (For too long marketers have […]
Funny how words affect our mood. I’m sure you’ve been irked by the unconsidered email that barks and order when it meant to ask for a favour. How strange then, that so few websites reflect this truth when they plaster beautifully designed websites with inane babble. I just don’t understand this. It costs time, effort […]
MEF’s 2014 Awards Finalists in the health sector look especially interesting, and remind me that mobile can continue to make our lives better. My favourites are Buddy App is used to help patients monitor themselves Care@Home™ helps monitor remote people to check that they continue to do routine things TalkItt which seems to give a […]