New ad targeting capabilities from Twitter give brands a way to use their own data to create more niche targeting and deliver even more tailored advertising across Twitter's platform. Known as tailored audiences, this new targeting capability presents an opportunity for marketers to create a custom audience of new prospects and customers and reach them on Twitter.
Download this guide to learn how you can drive better engagement and reach new prospects based on web-wide browsing behaviour and interests.
- How Twitter's tailored audiences fits in with the other advertising formats
- Finding your custom audience of new and existing customers
- Step-by-step campaign setup: how to get started with Twitter's tailored audiences
'Advancing practices in real-time marketing', a July 2014 commissioned study conducted by Forrester Consulting on behalf of MediaMath, examines how marketers across different verticals are taking demonstrable, concrete actions to enable real-time, one-to-one marketing.
Download 'Advancing practices in real-time marketing' to learn:
• How marketers are using their data as the foundation of the real-time approach
• Why activation of data requires a balance of technology and planning
• Why change management is an essential activity
You’re increasingly pressured to show how your PR programmes correlate with bottom-line results, but how do you capture meaningful ROI? Discover how to measure, test and maximise your PR impact by downloading Vocus’s newest guide, 'Measure and maximise PR impact'.
Become an accepted interruption for your targets, rather than another 'delete'. Email, text and post-weary audiences have little patience for communications that seem irrelevant or untimely. This guide will give you some things to think about around pinpoint targeting, activity-triggered reach-outs, social tie-in and sales buy-in.
How do you engage with your audience when they are otherwise engaged?
Modern marketing tactics not only enable you to understand a person’s interests at most any time, but how they like to seek out the data they desire. Then you can serve up that content on the channel of choice. Pronto. Find out how to use multi-channel engagement strategies to reach prospects and customers wherever and whenever they seek out information.
The ins and outs (and back ins, again) of the suspect to advocate journey,
modern marketers are confident the leads they move to the next level in the funnel have real value. With automated lead scoring – for adherence to strict lead qualification rules; prospect profiling dashboards – for sales to see at a glance a contact’s digital body language and interest level; and automated triggers for nurture – to keep the conversation going, these marketing innovators ensure that everything possible is being done to keep the pipeline healthy and producing.
It’s the small guide to big ideas to improve your marketing automation expertise. More marketers are implementing marketing automation to maximise the value of their data, improve engagements and effectively measure effectiveness. While automation technology also helps companies become more data driven to improve accountability, it can be challenging to understand how to make the most of its functionality.
The Marketing Automation Simplified Guide offers an introduction to the Five Tenets of Modern Marketing, and breaks down the tips marketers need to automate and optimise data and targeting, email marketing, lead nurturing and scoring, content marketing and sales/marketing alignment.
Rule: don’t market on Wikipedia. (Well, maybe.) While it is a major faux-pas to overtly place promotional materials on this grass-roots information resource, you should ensure your own organisation’s entry and references are the best they can be. This guide dispels some myths and offers safe strategies to help you get the most from Wikipedia. Read it now.
Notice the middle word in customer relationship management (CRM)? That’s no longer simply the interactions between the sales rep and a buyer. Your customers are online and wired in the personal lives, exposed every day to the most innovative and creative media at the touch of a button. They impatiently expect the same of you in their business dealings: instant answers to instant questions. Your CRM system should be able to respond to the pervasive info hunt. This guide can show you how.
The captain of a ship probably can’t repair the propeller shaft, but he or she at least knows where the engine room is. Social marketing is not just for junior staff or others to deal with or do. CMOs must have a working understanding and even participate in the ever-evolving world of B2B social media. This guide gives some quick introductions and pointers on how the CMO can get the most from social. It’s the only way to keep that ship on course. Read it now.
Just what is lead nurturing? If asked, would two of you in your marketing and sales departments agree? This guide can help you discover methods that everyone will concur are nurturing must-dos. See how you can successfully help your prospects along their stumbling ways towards a sale, all with the help of the most modern of modern marketing technologies for monitoring, reporting and automating actions and reactions. Read the guide now.
B2B transactions are no longer driven by sales. At least not during the first half of the engagement process. Research shows that more than half of the product and solution information gathering has been done online before a prospect even talks to someone in sales.
To succeed in this new business climate, smart businesses are adapting and realising that the next frontier is to read and respond to the 'digital body language' of their prospects. This new body language is revealed through online activities such as website visits, white paper downloads and email responses.
You’re committed to a content marketing programme and you’ve been given a budget. No matter how big or small the amount, you’ll want to maximise the mileage of every dollar spent. One smart way to do that is by repurposing content. Read how in this report.
Thousands of marketers spend countless hours building up organisational brands; writing copy for emails, crafting video storyboards, maintaining blogs and so on.
But few put the same level of energy and enthusiasm into their personal brands. This guide gives tips on how to position yourself as a trustworthy expert in your chosen specialty — all to better the reputation of the company.
Read it and expand your own brand.
Marketers are constantly combating shopping basket abandonment and looking for ways to save potentially lost sales. Causes for abandonment are continually analysed and various tactics are incessantly being developed to discourage abandonment and get consumers back into shopping baskets. However, sometimes it is hard to grasp exactly why our customers didn’t purchase.
Bronto and Magento took a research approach and this white paper outlines the results of an experiment to uncover reasons why customers don’t hit the checkout.
Download the white paper for free.
The art and science of effective marketing and demand generation is like a great recipe — marketing master chefs turn traditional pairings on their sides by re-engineering campaign planning and turning siloed fixings into successful mixings.
Read seven master chefs’ recipes for their most customer-approved dishes.
Your usual methods for getting loads of work done are bogging you down. Surprised? You’re not alone. Adding resources, sending more emails and 'keeping busy' are common strategies most marketers endorse without knowing the real consequences. Don’t be in the dark. Read this e-book to discover five myths preventing you from getting real work done.
In today’s fast-paced marketing environment, you are constantly being asked to increase productivity and report on what you’re working on. At the same time, there are frequent interruptions and new work requests while you’re juggling multiple tasks for multiple campaigns in various stages of completion. Sound familiar?
Read this e-book to learn about the top 10 productivity problems marketing teams face and strategies for how to solve them.
You know your in-house creative team offers real value to the company, but you don’t have the insight to prove it. You may think that’s just the way it is - but it’s not. See how you can prove the value of your in-house creative team and get the recognition you and your team deserve.
Chief marketing officers (CMOs) face a major dilemma: while 75 per cent of chief executive officers (CEOs) want marketing to become more ROI-focused and attribute revenue to efforts, they’re also being tasked to innovate and lead their companies into the digital age.
Read how the Oracle Marketing Cloud provides marketing leaders with data-driven solutions to unify marketing resources and empower modern marketing teams to deliver personalised customer experiences across each channel.
Content marketing is white hot right now. Ensure your team has the highly engaging, highly relevant content it needs to meet your current customers and prospects' needs.
Stay focused with this how-to-guide on creating an editorial calendar.
The crucial measure of a webinar’s success is the number of usable leads it generates. To achieve that ideal goal, you need to combine expertise on a subject with the professional execution of its presentation.
In this new white paper, presentation coach Kai Morasch explains how marketers and speakers can deliver polished, professional webinars with proven best practices.
Download this white paper to learn:
• Why a webinar plan is essential
• What a perfect introduction should include
• How top speakers capture the audience’s attention
• The art of turning webinar participants into customers
Webinars are powerful tools for reaching and engaging audiences anywhere. But first you need to know how to present your information simply and successfully.
This template by Gihan Perera, author of Webinar Smarts, will help you craft a compelling marketing webinar that will engage your audience from start to finish.
Download the template to learn:
• How to create the right webinar flow and structure
• When to poll your audience and why it’s important
• Tips for using graphics and designing webinar slides
• And more…
No one wants to be forgotten — least of all a presenter. Make sure your audience remembers your message.
'By invoking specific techniques and practices, you can deliver a presentation that is memorable for both you and your audience, no matter your presentation environment or topic.'
This brief provides six tips that’ll make your presentations unforgettable.
Download the brief to learn:
• Techniques for remembering your presentation
• Three ways to make your message memorable
• How to add variety through voice, visuals and evidence
• And more…
Convert visitors into buyers with our six conversion strategies.
Measure your content marketing effectiveness and value by following these five steps, brought to you by the Oracle Marketing Cloud.
In this e-book, we will address the common challenges of social media marketing in the MENA region, offer strategies on how to overcome them and show you how to leverage social data to create new opportunities for your brand. We'll also show you best-practice examples from real global brands.
In this e-book, you will learn how to:
• Understand the unique social landscape of the MENA region
• Integrate content marketing into your social strategy
• Leverage the right technology
• Achieve tangible results
In this e-book, we will show you the six steps to building a social customer care programme that takes your organisation to the next level by enabling your organisation to provide real-time, world-class customer service across the social web — and turn negative experiences into opportunities.
We'll show you how to effectively and strategically leverage social intelligence to:
• Listen to your customers
• Manage customer relationships with care
• Use customer feedback to improve and solve problems
• Learn who your customers really are
• Reward your brand advocates
• Engage and collaborate
All day, every day, your customers are revealing information about their motivations, loyalties, preferences, likes and dislikes. This flow of data, while daunting in scope, offers brands an unprecedented opportunity to improve sales, customer service, marketing campaigns and product development simultaneously. But that requires adopting tools to listen to social media conversations and systematically apply learnings to business decisions.
In this e-book you will learn how:
• Social marketing is changing as brands adapt to consumers
• Social marketing programs transform your organisation
• Social intelligence connects your organisation and improves business results
This guide will provide a breakdown of the data that can be acquired through social media monitoring, along with advice on how to attain actionable insights that can help optimise business practices across the enterprise.
• Understanding your brand's social reputation
• Identifying brand advocates and influencers
• Reach and influence on each social media channel and online community
• Share of voice
The role of mobile in commerce has continued to evolve in an increasingly omnichannel world. Download this EPiServer report to find out which retailers are on top of the league table and what John Lewis, this year’s winner, is doing to create the perfect mobile retail experience.
Following on from this year’s Marketing Perspectives report, published in March 2014, SAS and Marketing Week have identified five different types of marketer based on channel use, confidence in their own ability, and how much they spend on each channel.
Where are you on the spectrum from traditional media such as TV and outdoor through to webinars and cutting-edge social media at the other?
Which channel does each type of marketer claim as its own, and where does their confidence in using the channel lag behind how much they spend?
Download this white paper to find out more.
Your CMO wants more with less. Your customers get smarter (and more smartphone apps) every day. Your competitors seem to have more insights than you. And that’s just on Monday!
This insightful guide will help you to discover what your single biggest marketing challenge is and explains how marketing intelligence will help you to better understand your customers and how your marketing efforts are affecting their behaviour.
Marketers can use social media in many ways, and many vendors stand ready to help. But decoding and navigating the crowded social technology vendor landscape isn’t easy. Most vendors offer a unique range of social technologies, but no single vendor covers the entire value chain. Meanwhile, buzzword-packed marketing materials make it difficult to differentiate the players and find the right fit. The result? Marketers remain baffled about which tools to choose and are often caught in a large and tangled web of social vendor partnerships.
Rather than categorise social technologies based on the type of tools they offer — as most vendors and marketers do — Forrester groups social platforms based on the marketing challenges they address. Today, we see four distinct types of social marketing technologies. The first helps marketers plan social programmes, and the others help marketers execute social reach tactics, social depth tactics, and social relationship tactics (each part of what Forrester calls the marketing RaDaR). Together, these four technology categories should serve any marketer’s social needs.
Recent research published in the Journal of Advertising (US) analysed the email marketing behaviour of nearly 15,000 consumers over a three-month period.
Among the key findings, the research revealed that the number of messages delivered by marketers can be safely increased if recipients perceive communications to be personalised and relevant. The study found that the recipients’ recollection of message frequency was lower when email subject lines and email copy were perceived to be relevant by the recipient — even when the frequency of communications was increased over time.
It seems marketing fatigue is not measured by actual communication frequency, but ‘perceived frequency’ leading to a revolutionary finding: marketers can safely increase the number of communications without fatiguing a target audience if communications are uniquely personalised at an individual level.
The near universal adoption of web analytics ensures its continued place as the dominant method for measuring customer digital activity.
This despite the acknowledgment that traditional web measurement approaches simply aren’t enough to meet the requirements of today’s sophisticated, multi-channel, real-time digital intelligence programmes.
Web analytics is here to stay as a core component of digital intelligence, as it underpins its new sophisticated requirements for customer centricity and support for a growing ecosystem of digitally intelligent technologies and data management, making web analytics a necessary condition to any well-grounded digital intelligence effort.
Download this white paper to learn how you can prove the value of your social campaigns. You’ll discover innovative tools that go far beyond surface-level social media analysis — so you can quantify campaign results and measure your ROI.
You’ll also uncover five simple steps you can take now to improve social outcomes, and you’ll get valuable social analytics tips that will help you:
• Choose the right social measurement tools
• Analyse social data from a wide range of sources
• Boost your social marketing ROI
Any business looking to sell more, spend less or build better customer relationships first needs to understand how their organisation really operates. By far the most accurate way of doing this is by analysing data.
However, business intelligence is failing and big data has become a catch-all term that is irrelevant to many companies. What decision makers really need is meaningful data.
Our white paper explains how meaningful, relevant data can help solve business problems, optimise performance and make accurate predictions about future behaviour.
Increasing a customer’s lifetime value should essentially be the goal of any company. While acquiring a large customer base is encouraging because it demonstrates a clear demand for product, it is also deceptive when it comes to the health of that organisation. Certainly the adage that it costs less to retain a customer than acquire a new one generally holds true across all sectors. Nurturing customers and increasing their lifetime value is critical to a company’s survival.
Download this report to discover:
• The four areas most likely to increase CLV in the future
• Where digital engagement can have the most positive impact on the customer lifecycle
• How to personalise the customer’s experience so that their individual needs are addressed and future needs anticipated
Discover why and when shoppers abandon baskets and how you can do simple things to make them stop.
• Learn the top five reasons shoppers abandon their cards in the first place.
• Increase online conversions by 10 per cent with one simple change at the checkout stage.
• Adapt payment options to see sales increase by 18 per cent.
Thanks to fast-advancing technologies, you can now know a lot about customers and prospects. This essay tackles the challenge of how to make sense of the data you have in order to create a rich, accurate and actionable perspective of the customer.
A clash of cultures is emerging in British marketing, but creative and data-focused people can help each other improve. Read this essay to discover three key things creatives and statos can learn from each other.
Today's connected customers are demanding personalised experiences on different devices and channels. Organisations are therefore under pressure to handle data in real time and traditional approaches are struggling to keep pace. This white paper examines a fresh approach for harnessing customer data in real time and the four major opportunities that this delivers.
OPX client director Simon Goodall explains why your ‘verbal identity’ is more important than ever before and what you need to do to create one.
Research suggests that online reviews are making a significant impact on British businesses, creating the potential for your company to generate up to 40 per cent additional revenue each year.
This is the finding of a survey of nearly 2,000 UK consumers who made purchases online in the past year. Commissioned by Trustpilot, one of the world’s largest and fastest-growing online review communities, the survey reveals some surprising insights into how online reviews affect buying behaviour.
Read this white paper to find out how British people use reviews when they shop online - invaluable information for marketing, sales and customer services professionals that could transform your team’s selling strategies and boost your profits.
Do you know how mature your cross-channel marketing practices are? The Adobe Campaign Self-Assessment Guide will help you to find out now.
Most vendors use the same broad messaging to promote the features and benefits of their comparable solutions. At Adobe, we understand that you don’t have time to evaluate the vast range of marketing technology capabilities that are available to you.
You will find that this document illustrates the overarching questions and criteria you should consider through the evaluation and buying process.
Customer service has never been so public — whether it's good, bad or non-existent, social media has provided consumers with a megaphone to broadcast their experiences to the world.
With the advent of social media, smart businesses are equipping themselves with social strategies, not just to manage their online reputation, but to provide their customers with world-class customer service in real time — something to truly write home about.
Check out this e-book to learn how to build social intelligence strategies that scale with your organisation, deliver results, and most importantly drive customer experience.
This Social Intelligence Guide gets back to basics, outlining the major social business concepts, strategies for success and some of the best practices we’ve seen working with leading brands and agencies around the world.
Learn how to lay the foundations for social intelligence in your business by:
• Listening: it all starts with the data
• Developing processes: social organisation and governance
• Analysing: turn data into decisions
• Creating and sharing: uncover ideas for content marketing
• Engaging and collaborating: build social engagement and community
• Connecting and scaling: integrate and streamline your social strategies across the enterprise
Today's greatest marketing challenge lies in capitalising on big data. Taming that beast requires a team effort, with strong relationships between CIOs and CMOs and a core ecosystem of systems integrators and other strategic alliances, not to mention cutting-edge technologies. This white paper explores actionable best practices that leverage the right team and technologies for success in new world marketing.
Marketing teams need to work efficiently and effectively to create success. From equipping your sales teams with the right tools, to tips on how to distribute campaign content easily, read here how Box is helping clients maximise their marketing efficiency.
When Charlie, head of planning at O2 Media, needed a mobile app that would empower his sales team with iPads, he was concerned about security. Charlie had hired Golden Gekko Ltd to develop the app, but he was also worried whether it had enough time to create an application with a truly robust file-sharing solution.
Box was the answer to both of these issues: Charlie got an app that empowered the sales team with iPads while providing reassuring security; and Golden Gekko developed a powerful application much faster than it had ever imagined. Read how here.
Many businesses are finding that their web and mobile applications aren’t providing the long-term solution they were hoping for. As consumers provide more and more useful data, these digital platforms don’t allow businesses to take advantage of the huge opportunities that data presents.
Our new white paper details the practical steps you can take to supercharge your web and mobile application development and stay ahead of the data revolution.
In Forrester’s 75-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, it identified the nine most significant solution providers in the category — Act-On, Adobe, CallidusCloud, IBM, Marketo, Oracle, Salesforce.com, Salesfusion and Silverpop — and researched, analysed and scored them.
Download our guide and learn how to effectively implement a truly optimised cross-channel marketing programme. The guide will help you to understand:
- The rationales for a cross-channel marketing programme
- The path to implementation
- The top must-ask questions for your platform vendor
Which is the only media channel that marketers are using more heavily? And which area of marketing do marketers feel least confident about? Which disruptive forces are worrying marketers most? Find out in this year's must-read report, 'Marketing Perspectives 2014: the revolution will be digital'.
Social media is rising beyond just likes and retweets. Social media continues to shape the digital marketplace with how brands can engage their consumers. Whether it's through a sponsored link on Twitter, an inline ad with Facebook or a retail placement on Pinterest, an understanding of the current trends will go a long way to producing a successful social media marketing campaign.
How modern is your marketing? Based on research with hundreds of marketers, Eloqua has identified the five tenants of what it takes to thrive in the modern world. These include: targeting, engagement, conversion, analytics, and technology. Learn about the five tenets and things such as Digital Body Language, sales integration, and using real-time data to improve marketing campaign results.
The Turn Advertising Intelligence Index is a new report that looks at programmatic from the angle of competition levels. With advertiser categories such as arts and entertainment and telecom becoming up to 60 per cent more competitive, the report offers marketers insights about when, where, and how to use digital advertising to best reach valuable audiences in highly competitive industry categories.
Authentication. Whitelists. Spam complaints. Gmail. Metrics and more metrics. Ensuring email deliverability is harder than it sounds in today’s complex technical landscape. Make sure that your team has all the nitty-gritty know-how you need to get your best messages into inboxes – and to protect your sender reputation.
Get insight into:
• Onboarding guidelines to warm up your IP address and nail authentication
• Success secrets for every step, from acquisition to inactivity and beyond
• Need-to-know metrics including bounce rates, spam complaints and more
• Specialised tips for Gmail success and international delivery
'Consumers trust reviews 12 times more than they trust brand advertising' — eMarketer 2010
Despite the undisputed power of ratings and reviews, many online brands and retailers are still dramatically under-exploiting this critical asset. They use simple software plug-ins to collect and display reviews — an incredibly passive approach to such an important activity.
Learn how to make the most of this asset. In this white paper, you will discover:
-The role of ratings and reviews
-How they are strategic asset
-How to use review content to boost web traffic
-Why you should tap into a review network
Commercial relationships are so much more than a series of transactions between seller and buyer. At their best, they are experiences built on trust, dialogue, mutual interest, collaboration, and shared moments in time. We think the best social technologies help make experiences such as shopping more human.
In The Conversation Index Volume 6, we look at one of the most important dimensions of human and commercial relationships: responsiveness:
-How do responses to feedback — especially critical feedback — change the way consumers feel about products, brands, and sellers?
-What do the most helpful responses have in common, and who typically provides them?
-In which product categories are consumers reaching out to businesses, and how can these response opportunities be detected at scale?
Following analysis of more than100,000 reviews and a survey of 1,600 adults, find out the answers to these questions in this white paper.
Today, marketers face many challenges, and often have to do more with
less. Here are some of the top challenges marketers face today and how
they solve these problems within their organisation.
Viewability represents a step change in accountability for all members of the online advertising ecosystem. Now that advertisers can verify whether their ads are being seen, publishers continue to work on creating viewable inventory, and media vendors are rushing to create solutions that increase viewability.
In order to understand the state of viewability today, Quantcast studied and evaluated more than 100 million impressions across 35 campaigns and six exchanges from August to October 2013.
This paper will share the findings from these studies, and cover four steps advertisers can take to incorporate viewability into their campaigns.
The popularity of casual games, coupled with the growth of the internet and internet-enabled devices, means gaming is now part of our everyday lives. With more than 700 million men, women and children playing online games globally, this represents a huge opportunity for advertisers. Spil Games’ State of Online Gaming Report reveals the figures.
Albert Einstein once said: 'Information is not knowledge.' If it were, we would all be marketing geniuses. As it is, most marketing organisations are awash in information in the form of customer data (demographic, socioeconomic, geopolitical, behavioral, transactional, etc), but it is often stored in a variety of systems and formats, and scattered among departmental silos. What is lacking from this information surplus are the insights needed to make the best marketing decisions.
People have been capturing data from sales transactions for ages. Even the ancient Mesopotamians recorded the prices and quantities of their transactions. But there is a missing element in those records. That’s all the back and forth — the to and fro — that goes on between buyer and seller in terms of negotiation, tone, emotion, motivation and sentiment. Of course, many businesses today recognise the value of unstructured data. But how many can share it across their organisations — and use it to continually improve customer experiences and create better, more relevant products?
If you’re a senior manager launching a big-data initiative, you should start by asking three simple, high-level questions to guide your organisation’s data collection strategy. How transparent will we be about the data we use to make decisions? How accessible and usable do we want our data products to be? Are there win-win partnerships that will help us be smarter about our data?
A collection of essays including 'What the C-Suite should know about analytics', 'Marketers flunk the big data test' and 'Intelligent advertising'.
The HBR Insight Centre highlights emerging thinking around today’s most important business ideas. In this Insight Centre, we’ll explore smart new ideas from companies pushing the boundaries of digital and mobile marketing.
The new watchword for chief marketing officers (CMOs) is accountability. Disruptions to the traditional marketing model, driven by the rise of digital channels and a wealth of customer and market data, have increased pressure on CMOs and their marketing teams to deliver more measurable return on marketing investments (ROMI). In other words, the challenge at hand is to create more explicit links between marketing activities and business value.
Chief marketing officers have a problem. Nearly two decades ofter the CMO title first nudged its way into the C-suite, many organisations still have trouble defining the CMO's role and responsibilities. A global Economist Intelligence Unit survey, sponsored by SAS, found that many organisations are misaligned on marketing’s mandate, particularly its contribution to areas outside of the function’s traditional purview, such as product development, retail and customer service. Leadership teams are especially out of sync, with gaps between the CMO and the rest of the C-suite spreading uncertainty across the entire organisation.
Even though companies today have limited resources, they still desire significant growth. Companies are also able to access more types of data and a greater volume of data than ever before, including real-time data from the Internet and social media. By mining this 'big data', companies can develop insights and identify micromarkets that represent opportunities for growth.
Discussions about the dynamic between chief marketing officer (CMO) and chief information officer (CIO) have often centred around the technologies being implemented in this age of digital engagement. However, as organisations realise the importance of delivering on a more customer-centric overall business strategy, big data has emerged as the real glue that has permanently cemented the relationship between the two offices.
The CMO Council and SAS set out to better understand the key challenges, opportunities and requirements that both CMOs and CIOs were facing in their journey to develop a more customer-centric enterprise.
Does your company have global expansion initiatives? Are you targeting one country, or even multiple regions?
In the digital economy, the way you manage payments has become a critical factor in influencing the time to market and financial success.
CyberSource’s framework for action provides strategies you can use to successfully expand your digital commerce operations globally.
Covering sales conversion and back-office operations, this framework starts from the first point of customer interaction — through to reconciliation and settlement. It includes:
• Key considerations that directly affect the customer’s checkout and payment experience
• Strategies to maximise revenue through effective sales conversion
• Some common pitfalls to avoid
Get the information you need to make more informed decisions — so that you can reach more customers, convert more sales, minimise fraud and ultimately increase your time to revenue.
How modern is your marketing? Based on research with hundreds of marketers, Eloqua has identified the five tenets of what it takes to thrive in the modern world. These are: targeting, engagement, conversion, analytics and technology. Learn about the five tenets and things such as Digital Body Language, sales integration and using real-time data to improve marketing campaign results.
In survey research, we rely on scales to help understand people’s responses, whether it be to understand how people perceive brands, their various interests, intentions or attitudes. Understanding the differences in opinions is central to market research. However, are these differences really significant?
Download the best methodological paper from ESOMAR Congress.
Advertising research has undoubtedly gone through a shake-up in recent years. Tony Lewis from Vision One highlights how the latest thinking is reshaping advertising evaluation techniques and looks at the importance of emotion and, more importantly, how to measure it within advertising with Vision One’s new ad evaluation tool — AdProbe.
How do you get your Big Data project under way? Who needs to be involved? What is a Single Customer View? This practical white paper provides information and guidance for marketing to help plan a Big Data project, while also examining the benefits of moving from CRM to a Single Customer View. Follow our eight steps to ensure Big Data success.
Eighty-four per cent of consumers won’t buy from businesses that don’t understand their preferences and don’t treat them as individuals. However, basic personalisation is not enough. Discover what true personalisation means for different industries, and learn how businesses like yours are delivering truly personal, multi-channel experiences that increase conversions, revenue and loyalty.
How modern is your marketing? Based on research with hundreds of marketers, Eloqua has identified the five tenets of what it takes to thrive in the modern world. These are: targeting, engagement, conversion, analytics and technology. Learn about the five tenets and things such as Digital Body Language, sales integration and using real-time data to improve marketing campaign results.
As we head into 2014, many of us will reflect on what we did well in 2013, and what we need to do better this year. Nowhere is this more important than in the retail industry, where the below-inflation pay rises and household indebtedness continue to put a squeeze on household expenditure. Consequently, retailers need to put themselves in a position to take advantage of any opportunity as it arises.
A single marketing view of the customer is not a new concept. Every marketer longs for a more comprehensive and robust approach to centralising customer data and making it actionable in marketing campaigns. But as Einstein once said: “In theory, theory and practice are the same. In practice, they are not.” Despite the overwhelming desire to establish a more robust approach to customer data accessibility, marketers struggle with fragmented customer technologies, legacy applications, channel proliferation and data silos. Perhaps it’s time to rethink the model for making holistic customer data actionable. Customer expectations have never been more demanding; therefore, it’s imperative that marketers embrace new tactics for building lifelong customer relationships. This white paper explores how leading organisations are establishing a single marketing view of the customer and covers the steps necessary to evolve from a succession of impersonal outbound communications to a true cross-channel conversation with customers.
Every marketing technique needs to be able to demonstrate an ROI, including customer review platforms. Download your free copy of 'How to prove ROI from online reviews' to discover:
• How customer reviews reduce your customer support burdens
• How customer reviews can improve your social marketing relevance
• How to calculate the true value of your efforts using customer lifetime value metrics
Discover how you can calculate the ROI of customer reviews and boost your turnover with that knowledge.
This is the story not of David versus Goliath, but of David versus several Goliaths. It’s a tale of how Kindred, a communications agency borne out of the merger of an advertising agency, a PR shop and a digital outfit, took an unfashionable product and defeated brand behemoths - not by out-spending them, but out-smarting them.
Today’s consumer demands a lot. They’re shopping in more places, across more devices, and expect a connected, personalised experience — wherever they’re accessing your brand. Retailers must get smart about how they interact with consumers across the customer journey. Are you optimised to engage customers in 2014?
Bazaarvoice is the leader in helping the world’s leading brands bring the voice of the customer to the centre of business strategy. In our free download, 'How To Succeed as a Multi-Channel Retailer in 2014', we’ll share insights to help your business:
- Enhance the customer experience with data-driven personalisation
- Accelerate the purchase cycle with a holistic, omni-channel customer approach
- Reach more customers through optimised mobile touch points
Download the new, free white paper today to ensure that your company is ready to address shifting customer needs in 2014, and drive more sales.
How modern is your marketing? Based on research with hundreds of marketers, Eloqua has identified the five tenants of what it takes to thrive in the modern world. These include: targeting; engagement; conversion; analytics; and technology. Learn about the five tenets and things such as Digital Body Language, sales integration, and using real-time data to improve marketing campaign results.
2014 is the year social media comes of age. It is when leading networking platforms that started out in the mid-2000s will embrace bolder experimentation and move towards visual interactivity, commercialisation and, eventually, consolidation. Content marketing (and especially video marketing) will lead storytelling. Consequently, this is also the year that brands will need to move on from being merely present on social media, and instead get smart about their presence on it.
Pinterest has quickly become a popular destination for users looking to post and share images, but what about for retailers? In recent months, Pinterest has proven an excellent tool for retailers marketing their products through social media. Our latest eBook explores exactly how Pinterest can help retailers increase their sales, including:
- Why retailers should be on Pinterest
- Getting your product pinned
- Product-rich pins
- And more
Large organisations are in love with the idea of big data, yet many companies lack a clear vision for rolling out big data analytics in practical, measured steps. The small data philosophy aims to address these challenges and re-envision the 'last mile' of big data via consumer style, more responsive, more social/collaborative tools and apps that truly turn insight into action for business users, marketers and customers. How are organisations thinking about this opportunity? Adobe and Digital Clarity Group set out to answer this question with original research designed to explore industry perspective, provoke discussion and provide practical insights.
Data visualisation is failing. Many businesses are relying on tools such as Excel and PowerPoint to deliver an engaging data story without first establishing the plot. Bright North's latest white paper explains why data storytelling is the only way to unlock true insight from your data and lists five steps you can take to give your data story a happy ending.
Seven questions every advertiser should ask about ad performance: analyse your full funnel campaign performance
With tons of data available throughout the customer journey, it’s important for advertisers to know which metrics will help them determine their online ad effectiveness.
Evaluate your own performance with these simple questions every advertiser should ask.
Download it and:
• Learn the ad terminology needed to understand campaigns from start to finish
• Determine where and if you need retargeting
• Gather key insights and maximise campaign ROI
From web-enabled wristwatches to high-resolution tablets, new mobile devices are popping up all the time, and customers expect your content to work flawlessly and look great across all of them.
But that doesn't mean you have to keep reinventing your digital assets for every new innovation. Responsive design can help.
How modern is your marketing? Based on research with hundreds of marketers, Eloqua has identified the five tenets of what it takes to thrive in the modern world. These include: targeting; engagement; conversion; analytics; and technology.
Learn about the five tenets and things such as Digital Body Language, sales integration, and using real-time data to improve marketing campaign results.
Traditional methods for measuring user experience range from usability testing to ‘tell us what you think’ surveys, which pop up as you enter a site. A more recent methodology, which combines the best features of both, is website mystery shopping. Under this method, samples of profiled mystery shoppers are tasked with evaluating a website, as if bona fide visitors, rating the site on a series of KPIs, from first impressions to navigation, and providing in the process vital anecdotal feedback about their experience.
The real value of website mystery shopping, however, lies in its ability to compare results between sites. On a typical survey, up to 10 websites in a specific category are evaluated by several hundred mystery shoppers, the results providing vital evidence as to which site is considered ‘best in class’ and why.
So what do consumers love and hate about websites? Our research shows that they love sites with simple designs, straightforward layouts, clear headings and tabs. By contrast, they hate cluttered sites with information overload, garish colours and unexpected charges.
IMRG and ChannelAdvisor offer a comprehensive look at the international e-commerce landscape.
'International developments in e-commerce' focuses on: challenges and opportunities in expanding cross-border; identifying evolving global trends; and much more.
Read now to effectively leverage the evolution of e-commerce to increase sales and broaden your retail audience.
Today, marketers have access to more customer data than ever before. At the same time, low active subscriber rates suggest that brands are missing out on the opportunity to consistently engage their customers. Savvy marketers are putting subscriber data to work and executing activation campaigns to boost engagement across the board.
Activation programmes are intended to engage new subscribers from the get-go and wake up inactive customers with tempting offers and personalised content.
In Yesmail’s whitepaper, you’ll learn: how to identify key subscriber segments; what the three different types of activation programmes are; and where email activation campaigns fit in your marketing portfolio.
'Major cities and regional shopping centres retain retail revenues, while smaller towns and local shopping centres remain under pressure.'
This year's report reveals that the UK's largest retail destinations continue to maintain retail revenues, against a backdrop of increasing competition from online retailers and prolonged tough trading conditions.
The 10-page report covers:
• The UK's top 50 centres by revenue
• The UK's top 10 value centres
• The UK's top 10 luxury centres
• International services - including China!
A multi-dimensional view of the digitally engaged consumer: understanding the Christmas shoppers’ behaviour
The evolution of technology has fundamentally shifted the position of the consumer. It’s no longer about marketers talking to customers, but rather about customers, empowered by technology, choosing how and when to engage with brands. Businesses are aware of the new consumer, yet challenged with understanding their needs and how to engage effectively with them. This paper examines work that has been carried out in support of a single-source methodology in order to understand the complex world of multiple devices and how consumers engage with them as the busiest shopping time of the year approaches.
In 2014, we see search, social, PR, data and mobile become linked, connected and customer-centric. We’ll be able to automate certain tasks, but we’ll still need to create human connections that make our brands stand out to our customers. Experts and leading brands are already making these opportunities happen. For this guide, we joined forces with several of them to help us explore 2014’s marketing landscape so that you can budget, plan and succeed.
A practical guide to enriching your data to sell more through personalised, targeted email marketing.
• How data enrichment can help you sell more through segmentation and hyper-personalised content
• How to set objectives for enriching your database
• How to decide what data's worth knowing with data ranking
• Data hygiene and how to automate it
• How to translate your data into personalised content
• PLUS: 14 smart ways to enrich your email list
Understand more about the mobile app industry and how your brand needs to focus its efforts in order to meet the expectations of app users across the globe. App downloads are expected to reach 268 billion per annum by the end of 2017, and smartphone users are now far more prone to use an app than mobile web; proving that apps are vital to any successful marketing channel.
Over the past few years, we've seen advertisers increase their display ad spend to reach more customers online where they spend the majority of their time.
In an industry that is constantly innovating, we know the challenge to achieve higher performance goals becomes more and more difficult. Whether you’re new to online advertising or a seasoned pro, read our game plan to evaluate and improve your display performance.
Download this guide to:
• Understand the impact of real-time bidding (RTB)-powered display
• Measure your campaigns beyond last click data
• Learn more about what drives your conversions
The digital world isn’t changing. It’s already changed. Google gave the desktop three years to live in 2010, predicting smartphone and tablets would replace it. OPX client director Simon Goodall looks at the issues facing business communicators as the internet leaves the desktop behind.
Stop looking for insights: five simple ways of making insight the lead catalyst for change in your business
Why stop looking for insights? It's not that we don't value insights; we believe insights, and those who uncover them, should be the lead catalysts for change in any business. But that means spending less time looking for insights, and more time making sure the ones we have already found are getting the focus they deserve and are really setting the agenda for change. In this article, we highlight some very simple yet effective ways that we have been doing this.
Tracking studies are crucial to the success of a brand, enabling better decision making based on the most up-to-date information.
This paper focuses on the best practice of tracking studies and how to integrate new technologies, data sources and research methodologies with the basics for richer insight.
It's seven times more expensive to gain new customers as it is to retain existing customers. Look after your customers! It's cheaper! – Ingenious Britain - Learn how to look after your customers here.
By Paul Kennedy and Andy Peloe
The UK Census has come a long way since its inception in 1801; however, the future of this once-a-decade exercise is still uncertain. The UK population has become more difficult to count, due, for example, to mobility and migration. A number of proposals are being considered including the introduction of a primarily online version and one based on existing government data with compulsory annual surveys. In the meantime, the most recent Census has confirmed some significant changes to the structure of society in the UK since the previous assessment in 2001.
For marketers, the challenge of building real relationships with customers is more important than ever before. And given that the loyalty market has undergone a digital transformation in recent years, this challenge has become even more complex.
It’s time to 'embrace the digital transition with both hands, while showing enough restraint and respect for consumers’ permissions and preferences', concludes The Four Futures author Martin Hayward.
This briefing explores the extent to which the use of data drives customer centricity and the key steps organisations need to take to instil a customer data culture. It also looks at the implications of consumer privacy regulation and the importance of the value exchange in a cookieless world.
Digital channels keep multiplying, making it more challenging than ever to maintain a balanced media mix. In fact, a recent Econsultancy survey reveals that only one fifth of companies effectively optimise their media and few have a clear view of performance across channels.
Marketers who take a more integrated approach have a real opportunity to decrease media costs, increase revenue and leap ahead of the competition.
Download the latest Econsultancy Quarterly Digital Intelligence Briefing, created in partnership with Adobe, to discover the trends and learn how you can: view complete campaign performance across search, social and display; leverage real-time bidding to maximise paid media ROI; and quantify improvements from media optimisation to refine your ad spend.
Produced in association with Econsultancy, this exclusive research explores what is driving online personalisation, the tactics and types of data being used to tailor the online customer experience and the barriers to success.
With smartphone penetration well over 50 per cent mobile technology has become deeply integrated into the consumer's everyday life. This creates innovative opportunities for advertisers to drive brand engagement through display advertising. Rich media ad formats achieve higher levels of engagement than static banners, increase brand value and seamlessly help brands achieve their marketing objectives. This white paper examines why mobile is essential for your communications planning in 2014 and beyond.
With more than one billion smartphones in consumers’ pockets at the beginning of 2013, mobile is driving a second internet revolution that’s even more profound than the first one. Mobile creates new value for consumers and businesses, alters cost structures, and disrupts ecosystems. That’s why marketers must move away from tactical mobile efforts to more transformative mobile marketing strategies in 2013.
This fourth annual mobile trends report revisits our 2012 mobile trends, elaborates on how they will continue to evolve in 2013, and highlights new mobile trends that we expect to see this year. New to this year’s report is a list of the over-hyped topics that we believe will fail to provide real business value in the short term.
Customer experience has become a vital point of differentiation for brands and businesses. This white paper highlights how multiple methods of customer feedback can be combined to provide the ultimate insight to your customers' experience.
A 12-year-old boy from Kenya was asked to give a TED talk. Although nervous and inexperienced in English, he told his story before a crowd of hundreds. And when he finished, the response was immediate — a full standing ovation.
'In a matter of hours, a speaker’s content and delivery can be transformed from muddled to mesmerising.'
In this GoToWebinar article, TED curator Chris Anderson shares how speakers of all levels can learn to give world-class presentations. Download to discover:
- Presentation tips from the head of TED
- What TED talkers do differently
- Ways to find and frame your story
- How to give a talk that people enjoy watching
When it comes to pitching preferences and turn-offs of journalists and bloggers, are there questions that you wish you could ask? We can help — we’ve grilled the media on the best (and worst) things about working with PRs.
How many companies truly understand customer mobile behaviour and make the most of the opportunity it represents?
Investment in mobile has intensified in recent years, but how many companies truly understand customer mobile behaviour and make the most of the opportunity it represents?
Every company’s priority is putting customers at the heart of their business. A holistic view of each customer creates a lasting and lucrative bond, considering their entire life cycle. But, how do you form a personal customer relationship from the big data generated to accurately predict how to remain well-connected?
Today’s enterprises are expected to have a presence online. But simply deploying a website is not enough. Technology exists to optimise both traffic acquisition and visitor conversion while ensuring advertising spend yields the greatest possible results. Learn how you can optimise both the acquisition of new visitors/prospects and the conversion of those prospects into customers.
Marketing automation is a relatively new technology that offers tremendous opportunity — building upon your email marketing strategies to produce superior results. In this paper, we'd like to show you what marketing automation can do for you and help you decide if your organisation is ready to graduate to a marketing automation solution. If your organisation is looking to grow its revenue without adding to the workload, this could be the solution for you.
In today's retail market, where organic growth is thin on the ground, securing the loyalty of existing customers has never been more important. Read more to find out how brands measure the success of retail offers and how consumers react to them.
Read this Digital Marketing Depot white paper featuring Quantcast and WebMetro explaining the current challenges in understanding the effectiveness of online display advertising and outlining best practices to understand the metrics that matter.
Whether it’s a book or a new car, software or a plumbing service, the majority of purchases start online today. It’s a given fact that both B2B buyers and consumers frequently begin by researching products and services online before they buy. Read on to learn more about proven principles that will help you get the most out of your most strategic marketing asset — your website.
It is critical for marketing departments to understand how today’s demanding customers respond to marketing communications: their relevance and impact. Marketing does not have the desired impact unless it is relevant to the consumer. And the only way a marketer can be certain of a message’s relevance to the audience is if they can measure the impact. Download the report to find out more.
Is your online video marketing doing all that it should? Or are you not even using it? Find out how video can skyrocket your customer engagement.
Relying on clicks to drive conversions for display advertising is often a dead end. Read why optimising display campaigns for clicks often means anti-optimising for sales and how to focus on what really matters for ad effectiveness.
Find out how to make sense of big data. The concept of big data is hard to quantify, so it's good to remember that big data is made up of small data... Read on to discover how changing the way you think about data can help you better understand your customers.
More than 1,800 digital marketers worldwide have spoken. And their responses prove that comprehensive optimisation programmes directly drive increased conversion. Read our survey results to see how targeted content makes an impact on customer satisfaction and business performance.
See what your peers are doing to get ahead, from basic optimisation practices to robust strategies designed to maximise conversion.
‘Mobile first’ is now engrained in marketing terminology, but does being ‘mobile first’ mean neglecting other devices? This whitepaper challenges prioritising mobile, to examine how through using Adaptive Design priniciples, brands can ensure every user regardless of device type, receives an optimal digital experience.
Social media has changed the way customers buy things. They engage businesses on their terms, swap information about vendors, and share recommendations and reviews online. Now, technology is offering marketers a new way to catch up.
Vision, Skills, Data: How to Make the Most of Marketing Technology and Deliver a More Personal Experience
Buyers no longer need to talk to a sales rep or an expert at the retail store to get informed. Social and mobile have changed the way buyers communicate, learn and make purchase decisions. Download our white paper and discover how combining technology with the right vision, skills and data can produce the individualised experiences today’s buyers want.
The consumer society of 2013 enables commercial opportunities that were previously not possible but it also brings massive challenges. How should all of these digitally recorded actions, movements and behaviours be interpreted and used to help us engage with consumers and promote our offerings? What customer journeys are being enacted offline, online and on premise?
‘Thinking Data, Talking Human’ provides marketers with a series of eight rules for the pursuit of effective customer engagement in today’s fragmented and congested landscape. The rules are formulated from analysis of the latest thinking in the fast-changing field of Behavioural Economics and its relevant application to marketing, combined with real-life examples of data-driven creative that have resulted in significant behaviour change.
Everything you need to know about mobile marketing. This white book will help beginners and experts to plan, create and launch their mobile strategy to maximise ROI. Discover how Velti helped Vodafone, Samsung and Walkers to mobilise their brands.
Can web content management actually help you deliver compelling customer experiences? According to our latest Digital Intelligence Briefing, 87 per cent of respondents believe it should — but only 23 per cent of them think that their current solution does a good job enabling these capabilities.
Download the Adobe & E-consultancy report, From Content Management to Customer Experience Management, to find out what more than 1,000 marketers say about their WCM — and to learn how you can create, manage, and deliver personalised customer experiences across all of your digital channels.
In the face of overwhelming media proliferation during tough economic times, one strategy reaped a rich harvest of customers. Yet content marketing still suffers from multiple definitions and a plague of myths. Content marketing leader John Brown Media explains how content marketing became the omni-channel strategy for our omni-channel world.
As businesses embrace the power of social media, concerns about security breaches such as corporate Twitter hackings and rogue employees taking over accounts are growing. This guide helps your brand secure its social assets and ensure that your team takes the steps to safely unleash the power of social media.
Social commerce is changing the way today's customers shop and share experiences online. LivingSocial's Insight Guide uncovers behaviour trends marketers can expect to see and offers tips to make social commerce work for your brand.
How to integrate LinkedIn with your marketing strategy and boost your bottom line.
For first timers and experienced practitioners alike, Coast’s Social Media Idea Book gives clear advice on how you can make the most of social marketing. Containing inspirational and easy-to-follow campaign ideas, this thought-provoking book is bound to get your creative juices flowing.
At Future, we've been at the forefront of the tablet revolution from day one and have had to answer the very questions you're asking right now — and nine times out of 10, no one had ever asked them before, let alone provide answers that we could use.
With that in mind, here are the 12 things every marketing director should know about publishing on iPad (that we wish someone could have told us).
Think targeting ticks customers off? Actually, it’s quite the opposite. Studies show that 41% of consumers would consider ending a brand relationship because of irrelevant messaging. That’s why targeted and personalised content is more important now than ever before.
While obvious targeting and granular personalisation can annoy customers, well-crafted targeted content has proven time and time again to boost brand loyalty and drive increased conversion. To help you create the kind of sophisticated targeting and personalisation programmes that get results, we’ve asked our industry-leading clients to share their secrets. The result? Thirty-two insightful tips to help you stay ahead of the competition, so you can make 2013 your most successful and profitable year ever.
Targeting digital marketing campaigns at different cultures and languages is a no-brainer for global brands.
The web content management (WCM) market is growing based on customer demands, including multichannel delivery, content targeting, analytics and integration with other digital experience (DX) solutions.
In a new report, The Forrester Wave: Web Content Management for Digital Customer Experience, Q2 2013, Forrester Research evaluated 10 WCM vendors based on their current offerings, a clear product strategy, and market presence.
Adobe has been identified as the sole leader in this space. As quoted by Forrester: “Adobe provides a solid set of tools to enable business users to manage experiences. The strength of Adobe's platform and the company's resources make it the vendor to beat in the DX space.”
Download this complimentary report to learn what Forrester says about:
The trends shaping the WCM market
The role of the WCM in defining digital experiences
Adobe's multi-channel capabilities, including mobile
The Forrester report The Big Deal about Big Data for Customer Engagement:
Highlights the importance and challenges of Big Data
Outlines the changing role of key business decision makers in driving big data initiatives
Explains how businesses can better understand their customers and unlock new revenue streams
Take charge of your digital presence!
What's a digital presence? How do I get one? Those are the types of questions that Digital Presence for Dummies can help you answer. Digital Presence for Dummies, brought to you by Limelight Networks, is your one-stop-shop to understanding how important your digital presence is in today's crazy competitive digital economy.
Companies are trying to pinpoint effective ways to address the growing demands of customers for better support and engagement. This white paper from Telligent provides best practices for creating a social customer service community, as well as how leading companies are reducing their support costs with online communities.
How can you make sure you are capitalising on the opportunities the next year provides? Get insight and inspiration from our must-read report, ‘Marketing Perspectives 2013: Fully embracing the digital opportunity’.
Measuring social ROI is not easy. Every marketer has their own theory for the magic bullet metric but they are seldom sustainable, scalable or reliable. In this new white paper, we detail the top five ways that social can impact business metrics, business value and marketing value to help you justify your social strategies.
The world has gone mobile. Have you?
Last year, consumers worldwide had nearly five billion mobile subscriptions. The world has gone mobile. And it’s not coming back.
Don’t let the mobile opportunity pass you by, download this step-by-step guide to Mobile Success to enable you to thrive in the mobile world. Are you ready?
Looking to do better marketing with fewer resources? The new Definitive Guide to Marketing Automation will show you how you can streamline, automate, and measure marketing tasks so efficiently that you'll feel like you have an army of marketing robots at your disposal!
Get your company on board with the future of marketing solutions.
Social media platforms are now commonly part of the 'marketing mix' for direct marketers and advertisers. As social media use becomes more widespread, it is increasingly viewed today as yet another delivery channel.
There are distinct advantages to this approach. Using social media sites as a delivery platform for your marketing messages can be significantly less expensive than advertising buys, traditional public relations (PR) and trade shows.
A Market Study by Henley Business School in association with SAS UK.
Big brands struggle with single customer view, according to SAS and Henley Business School. The study reveals lack of skills and capital investment means organisations are not using big data to gain a single customer view.
Brands are yet to get to grips with big data to gain a single customer view — a term used to describe the ability of companies to capture all the interactions a customer has with a company or organisation, regardless of the channel used by the customer.
Download a copy of this report to find out what businesses are saying and what's standing in the way of their quest for a single view of the customer. The research comes together with customer case studies from B2C, B2B and the Financial Services Sector.
This year's Experian QAS research, conducted by Dynamic Markets, discusses the latest data-quality trends of 2012. Most alarming this year is the dramatic rise in formal data-quality strategies in sharp contrast to the minimal improvement in data quality.
Did you know?
A staggering 99% of respondents now have data quality strategies in place. Conversely there has not been a corresponding rise in good data quality, in fact common data errors have increased by 2%.
In today's challenging economic climate, it's vital that marketing delivers maximum return on investment (ROI). However, in an ever-more complex media landscape, ROI analysis is rarely straightforward. A blueprint for best practice, this white paper provides key calculations for a simple, direct response campaign and for more complex marketing scenarios.
As the social and technological landscape changes, so do people’s attitudes about what information they would happily share, and who they trust with it.
To find out more about what motivates people to do so, Sky IQ commissioned a survey of 3,097 UK adults aged 18+.
The report provides valuable insights for marketers, and others, from all kinds of organisations into how the British public thinks about data and how this is reflected in their daily lives.
2012 was undoubtedly a busy year. For marketers it was one that saw consumer technology evolve at an ever-accelerating pace; mobile, tablet and network launches changing the way consumers connect with brands; and social media cementing itself as a valuable marketing channel.
So what does 2013 hold?
This new report sets out Experian Marketing Services’ predictions for the year ahead across social, search, mobile and email, as well as what’s next for Big Data and an analysis of how the digital revolution has affected consumer behaviour.
In today’s digital economy, marketers are continually campaigning for
customers. Marketers need to easily update content on their websites and expand their branded identity, while promoting their products and services. It is essential for marketers to respond rapidly and cost-effectively to competitive challenges.
With Drupal as a platform for web experience management, it is easy to launch and manage marketing campaigns, target content to produce results, and rise above the din to be recognised as a trusted and engaging source of information.
In the age of the splinternet, eBusiness leaders must now support optimised commerce experiences across an increasingly complex landscape of web-enabled touchpoints. It is no wonder that they are intrigued by responsive design, a new approach to web development intended to support optimised web experiences from a single front-end code base.
PR is arguably the most versatile weapon in the marketer’s arsenal and can be a very effective way to amplify your marketing spend, especially when you’re under pressure to increase return on investment. Here are five simple ways to use PR effectively and ensure maximum bang for your buck.
Does Twitter reflect the real world or is it just pointless babble? New research on 26 million tweets reveals if social content can be used to track business performance and brand equity. Read the results now.
The explosion in ownership of mobile devices, and the ability to send marketing messages directly to individuals at a moment’s notice, has vitalised the field of mobile marketing and mobile market research. This White Paper from Research Now Mobile details how geo-location features are opening up a whole new world for In-the-moment data.
Communicator Corp’s Email Benchmarking Report has been compiled from a wealth of response data, from email campaigns sent within the first six months of 2012. The report gives a high level of insight across a variety of different industry sectors to provide marketers with a series of valuable benchmarks.
How to Trust Your Employees With Your Brand When They are Online And by Doing So Succeed at Social Media Marketing
This White Paper explores how to balance the potential rewards of encouraging your workforce to become your online brand ambassadors against the risks of allowing unfettered online activity. It puts the case forward for professional use of social media and user-generated content, and provides some of the tools of the trade for your workforce to embrace online marketing strategies.
New Independent Survey Indicates Open Source Web Content Management Solutions Have The Highest Satisfaction Rate.
In June 2012, Acquia commissioned Forrester to execute a survey out to 160 WCM Enterprise Buyers. This report from Forrester highlights the results of that survey and articulates the on-going challenges with delivering unified digital experiences, why customers are now considering Open Source, and some of the area to investigate to understand if Open Source is a viable option for your business.
Apps have become the latest ‘must have’ feature for organisations wanting to catch the attention of their customers and secure valuable revenue streams.
The early industry winners that have successfully integrated apps into their sales strategies have mostly been gaming, music, social media, travel and news. So, what makes an effective app?
Today’s customers expect a seamless and consistent user experience at all times — which is impossible to achieve without a deep understanding of their needs and behaviours.
Experian Marketing Services latest white paper explores the basics of segmentation, ways to integrate on- and off-line data and highlights five critical tips for segmentation success.
Confirmit helps businesses operationalise feedback to drive change throughout their organisations using the world’s most secure, reliable and scalable solutions for Voice of the Customer, Employee Engagement and Market Research programmes. Confirmit’s solutions enable companies to run feedback and research programmes that increase revenue, reduce costs and promote culture change.
By 2017, Generation Y (currently aged 17–34) will have more spending power than any other generation. They demand mobile, social and personalised experiences when they shop. Brands and retailers can’t ignore this generation and their unique shopping habits. Read this paper and learn how to engage this new and valuable consumer.
This latest User Experience white paper from Box UK provides valuable insight into the online activities and decision-making of users, revealing how wider behavioural trends affect our online interactions and offering clear and concise recommendations on how to use this information to improve usability and engagement.
Are your social media followers actually interested? As more brands get online, customers are getting bored. They click the 'like' button but you never hear from them again. Download this first installment and learn how to keep fans engaged. It's a white paper with a difference. No wishy-washy theory; just a goldmine of ideas and tactics from some of social media’s top experts.
Mobile is massive. In almost every consumer market, mobile isn’t just the next big thing, it’s already transforming the market. This ebook is here to help you with the area that many brands understand least, but which has the greatest potential for improving m-commerce performance: building trust in mobile channels.
In this eBook, you’ll discover how to take a customer’s-eye view of your website. You’ll learn how to enhance the online shopping experience so that visitors get the richly interactive online experience that they crave. And with those enhancements in place, you’ll be in an excellent position to take full advantage of the online retail revolution.
Tracking value in a multi-channel environment is arguably one of the biggest obstacles for today’s marketers. As the use of multi-channel marketing continues to grow and customer interactions become increasingly complex, it is those organisations that fully embrace an integrated approach and can effectively track results across all media they employ, that will hold the competitive advantage long term.
There have been many articles explaining the impact Big Data will have, but the key thing to consider is that it’s not just that there’s more data to deal with – it’s what you do with it that counts. This new paper explores where marketers should focus their efforts, discusses how online and offline data can be linked for greater insight and shows how it’s only at the point where decisions are made and consumers engaged that the real impact of Big Data can be felt.
Today, the typical customer journey spans multiple channels, from browsing online and buying in store, engaging on social media networks to more traditional offline media. The customer journey is constantly evolving and consequently gaining true customer-based insight on the impact of your marketing spend has become a complex process. In this white paper, Adobe explains the benefits of attribution modelling in fully optimising both your media mix and spend.
Sure, you understand the fundamentals of social media, but truly connecting with tech purchase decision makers requires more than just the basics. Read what we’ve learned at Spiceworks, the social network for IT, where more than two million IT pros spend their days talking tech, sharing insights and helping each other.
SoLoMo (Social-Local-Mobile) allows organisations to deliver relevant engagement with a brand simultaneously in the digital and real world. Brand interactions are no longer bound by the constraints of a home or office computer; they are real-time, digital experiences at a physical location. In this white paper, we will walk through the emergence and relevance of SoLoMo, as well as some best practices for digital marketers looking to use it to their advantage.
The Proactive Marketer, a new white paper produced by Experian Marketing Services, shows you how to maximise email deliverability. Three key topics are explored: data integrity, relevance and reputation, to help marketers ensure that their emails hit the top of their customer's inbox – every time.
Download this white paper now at the link below.
Q2 saw tablet use skyrocket, with websites seeing an average 26 per cent increase in unique mobile and tablet visitors. In June 2012 almost one in five of all website visits arrived from smartphones and tablets. Latitude Digital Marketing has released its Q2 2012 Mobile Review, analysing the rapid growth of mobile and tablet and providing predictions for the Olympic period and beyond. This quarter's report also looks at click patterns during Euro 2012, changes in online retail, and provides a 'how-to guide' for businesses to get up to speed with the mobile world.
To connect with consumers and influence purchasing behaviours, marketers have to deal with dozens of engagement methods. This white paper explores how they are increasingly turning to Web Experience Management solutions to deliver engaging content.
Download this white paper at the link below.
How is Marketing Automation different from email marketing? In this white paper, you’ll learn the difference between email marketing and marketing automation, how each supports complex buying processes, and whether email marketing or marketing automation are the right tools to use.
Download this white paper at the link below.
This white paper looks at how the law is changing the way online services are designed and how data is collected and used.
The Direct Marketing Association (DMA) has found that nearly half of marketers were not confident with their understanding of the new Cookie Law. This white paper will help marketers take the necessary steps to ensure they comply with the law, while minimising the impact on a website’s functionality, usability and accessibility.
Creating, publishing and promoting good content attracts customers, builds trust and makes you visible. To make sure you are doing it right, Vocus has enlisted four of the biggest content experts – Joe Chernov, Scott Stratten, Ann Handley and Adam Singer – to write an expert guide containing 15 great tips to get you started.
Download this free guide to find out:
How to make content that really appeals to customers
How and where to publish it, so it gets found by more people
How to pick the best stories to create increased interest
How easy it is to get your colleagues creating great content
Branding is a unifying concept that provides coherence to strategies and communications and helps customers understand companies better. This paper reveals some of the best practice associated with managing corporate brands:
- A definition of corporate branding
- An explanation of how Brand Asset Management benefits
- The business value of BAM
- Tips on how to get started with implementing a BAM solution
- Diageo PLC - Global BAM Case study, outlining the business drivers
If your employer were to withdraw your salary, and replace it with “a chance to win an i-pod every day you turn up” can you honestly say you’d diligently carry out your duties and work to the best of your capability? Of course not. We at Research Now strongly believe that proper incentives improve the quality and reliability of the data you receive. Read on to find out why you should too.
With the evolution of search marketing, advanced search marketing platforms today give insight into how customers behave when interacting with online advertising. Download Kenshoo’s UK Conversion Attribution Whitepaper to understand the interplay and fluidity between each phase of a buyer’s journey. As seamless as the experience is to the customer, so too must it be for the marketer who tracks activity and uses data to optimise the experience.
The Bottom Line is the Top Line: Revenue
Marketers are under constant pressure to measure and demonstrate marketing's ROI and impact on overall revenue. With compelling graphics and real-life examples of Marketo's own metrics and tactics, the Definitive Guide to Marketing Metrics and Analytics offers best practices and techniques for harnessing data to not only prove, but improve ROI.
This 70 page guide will teach you:
- The right metrics for understanding and interpreting marketing results
- Why measuring marketing programs is difficult, and how to do it correctly and efficiently
- Revenue metrics that get the executives' attention and prove marketing ROI
- The critical elements of a marketing dashboard
- And much, much more!
Let the Definitive Guide to Marketing Metrics and Analytics help you gain the insights you need to grow your company's revenue and demonstrate the true value of your marketing.
So, affiliate marketing, it's been around for a while and has driven great returns for marketers for years but are you up to speed on everything that it can offer in today's media landscape? From voucher sites to social networks, this expert report reveals the full potential of this channel to improve brand exposure, web traffic, qualified leads and ultimately sales.
Download this expert report and learn:
- Where affiliate marketing is today and how it can help you
- Hints and tips on how to find a good affiliate partner to suit your brand, marketing plan and audience
- How to establish a relationship of collaboration and transparency to reap maximum benefits for both parties
Our newest white paper, "Engaging Mobile Customers", explores the impact of mobile technology on customer behaviour.
The white paper discusses:
· Benefits of mobile engagement on your customer experience and market research programs
· Challenges to implementing mobile engagement strategies
· Key considerations to examine before implementing mobile as a channel for feedback and research
The Single Customer View is the foundation on which to build an understanding of your customers - enabling far more effective engagement across all marketing channels.
Based on new consumer and business research, this paper separates fact from fiction, outlines the tangible benefits that can be achieved, the dangers of failure and gives practical advice on how to turn the Single Customer View concept into a marketing reality.
Fan targeted ads on Facebook are one of the most relevant and high performing solutions for generating measurable marketing ROI. In this complimentary whitepaper experts from Webtrends outline best practices for optimising your social ad spend.
Do you struggle to keep track of your customers? You could be suffering from Digital Amnesia
Hear from experts on video as they discuss this topic and how brands are affected. Learn how, through data, a joined up approach in the future is a way to stop your brand suffering from digital amnesia.
Reviews, recommendations and other social tools should give you higher traffic, more sales and improved long-term loyalty. If yours don't, you need Reevoo's new workbook on making social commerce deliver the results you want.
Latitude Digital Marketing, the digital arm of Callcredit Marketing
Solutions, have released their Q1 2012 Mobile Review, focussing on the rapid growth of search through smartphones and tablets. As well as considering different devices, the report analyses the use of
different operating systems, search engines and examines usage on different days of the week and different hours of the day.
This quarter's report provides sector specific insights for Retail, Automotive and Gaming, considering the impacts of television, weather and major events on mobile search patterns.
Research shows that home movers spend an average of £5,000 on products and services related to their move, but this is also the time when consumers are most likely to change providers, with 65 per cent of people switching to a new supplier when they move.
The white paper highlights that today's consumers, driven by concerns about money, are much more likely to shop around for the best deals, with the help of price comparison sites and peer-to-peer networking.
The customer lifecycle concept is a familiar one for many marketers. But how many UK brands have a defined lifecycle programme in place as opposed to just taking a campaign-by-campaign approach which is often product rather than customer segment led? This paper makes the case for a defined programme of ongoing customer communications to drive better customer engagement (and therefore improved retention rates) as well as incremental revenue flows.
Marketing Automation is a comprehensive solution that can dramatically increase the ROI of the investment in your CRM solution. This paper presents the key benefits of CRM systems, and demonstrates how Marketing Automation can increase the effectiveness of the entire sales and marketing function. Topics you will learn about include:
* What is Marketing Automation?
* Why CRM alone is not enough
* Benefits of Marketing Automation
* How Marketing Automation increases your ROI on CRM
It¹s a multi-channel world, so marketers need new strategies to connect with their customers - wherever they are. This white paper provides the essential insights to help you create and implement a multi-channel strategy, including how to drive better engagement through a Single Customer View, how to enhance data for email campaigns and how to build smarter social media activity.
The consumer purchase journey has changed beyond all recognition in the last few years. Businesses need to keep up to maintain sales and market share - and increase them. Reevoo's new ebook explains the key changes and shows you how to use them to drive traffic and revenues. Download now.
Today¹s fastest growing companies are using repeatable marketing and sales 2.0 techniques to grow revenue predictably and reliably.This paper outlines how marketing automation optimizes marketing programs and can help companies:
* Create a faster and more predictable revenue cycle
* Increase profitability with tactics that result in a higher conversion rates
* Align the efforts of marketing and sales teams to substantially increase top-line revenue growth
This case study sets out to identify the trends and truths that will impact digital marketing in 2012, including improving conversion quality, increasing the focus on customer intent, seeking quality in display media campaigns, enhancing visibility and efficiency in downstream channels, and employing customised attribution techniques to drive higher ROI.
If you're like most marketers, it's likely your mobile strategy is still in its infancy. Download this mobile research bundle to get access to expert strategies, steps to take, and case studies from marketers like you who have increased mobile marketing's contribution to their bottom line.
Social content and SEO. How online businesses can build traffic and conversions with user generated content
Businesses often struggle to find an SEO solution that scales affordably and effectively across their entire site. Search-optimised social content could be just what they¹ve been waiting for. Done correctly, customer reviews and Q&A can dramatically increase traffic and rankings, as well as on-site conversion rates. Find out more.
The web content management (WCM) market is growing based on customer
experience needs, including multichannel delivery, content targeting,
analytics, and integration with other technologies.
In this must-read report, "The Forrester Wave: Web Content Management for
Online Experience, Q3 2011", Forrester Research Inc. evaluated ten web
content management (WCM) vendors based on overall strength of vendors'
current offerings, a clear product strategy, and vendor market presence.
e-Dialog looks at global consumer perspectives on the major issues and themes impacting the on-going growth of the email channel and its cross-channel integration: filtering, opt-in, relevance, mobile and social. Over 9,000 respondents, 3 global regions, 9 countries and 10 business sectors surveyed. Download the e-Dialog Global Perspectives Study now.
Despite decreasing for the second year in a row, electoral roll opt-out rates still remain significantly high with dramatic disparities between local authorities. Callcredit's 2012 report looks at the regional variations (including a breakdown of each UK council) and takes a look at the profile of a typical opted-out consumer.
Organizations often lack insight into the quality of the data used in everyday decision-making. By developing a strategy that measures and reports on data quality metrics, stakeholders can craft a business case and ROI model to drive investment in data quality initiatives. Learn what processes to scrutinize, what metrics to measure, and what strategies position these metrics as proof points for ROI.
The power of bad reviews
Negative reviews can help your business. It runs counter to every marketer¹s instinct: you don¹t want people saying bad things about your brand, your products or services, and you certainly don¹t want to publish that negative feedback on your own site.
As the economy attempts to find its footing, marketing leaders are assessing their go-to-market strategies, plans and budgets for 2012. And optimising success across all channels, with a renewed emphasis on new media, is a top priority. What is the best mix of social, digital and traditional media? How can you best measure performance? What are the key areas of risk? To find out, SAS UK commissioned Marketing Week to conduct an in-depth survey of over 900 marketing leaders.
Incorrect, incomplete or ‘dirty’ address data incurs unnecessary costs to the business in terms of wasted time as well as money. Failed, delayed or misplaced deliveries, due to a bad address incur significant costs, as well as the time spent trying to retrieve the correct one! More importantly, failed deliveries means a broken promise and possible damage to your brand image. All that money you spent on brand building over the years could be wasted if you fail to deliver on your promise.
This white paper reveals:
• How to tackle the problem of data decay in your customer data
• The enormous improvements in data quality that can be achieved with the smallest financial outlay.
• Top tips for better data management that can enhance marketing and help you save money.
In this white paper, learn from an expert panel of digital marketers including John Lovett, president of Web Analytics Demystified, as well as Adobe customers including McAfee. The panel discussion topics range from how to create an optimisation roadmap for your organisation to best practices for using testing, targeting, and segmentation across your website.
Email marketing is championed for its ability to be tested and retested to continually refine and maximise its effectiveness. In this exclusive white paper, you¹ll learn 10 top tips from some of the industry¹s leading practitioners on how to implement a simple, but successful, split testing programme.
In this independent report, Forrester Research examines the digital landscape and ranks Adobe as a leader in the web analytics space for all three categories: current offering, strategy, and market presence. The report discusses:
- Why 84% of businesses are using web analytics technology
- The need for enterprise marketing platforms
- Why Adobe is ranked as a leader in web analytics
A recent study by Focus found that 'Ninety percent of B2B buyers prefer to consume information online'. Problem is, there's a TON of content online. How do you make yours stand out from the rest?
According to Ardath Albee, B2B marketing strategist and CEO of Marketing
Interactions, the answer is relevance.
In this new eBook, Albee explores the critical role of an online content strategy in increasing the demand for your company's products and solutions. Read the eBook to learn:
- 7 factors that play key roles in increasing the currency value of
- 8 methods of listening that will help you improve content relevance
- How to integrate different formats, create an editorial calendar and measure success
- And more
Research shows that the top fears for webinar presenters are: "How can I deliver a powerful presentation to an audience I can't see?" and "How do I
compensate for the loss of body language and eye contact?"
The truth is that any medium changes how messages are sent and received. The good news: with The Virtual Presenter's Handbook, you can transform
presenting online from a second-rate alternative to a potent new asset in
your professional toolbag.
In this handbook, webinar veteran Roger Courville will teach you:
- How to prepare and deliver online presentations that stand out
- Ways of grabbing and keeping your remote audience's attention
- How to avoid the 'webinar killers' made by most presenters
- Powerful new techniques that aren't possible when presenting
Today's marketing and business professional lives in an environment that is constantly inundated with new information. This paper discusses the needs of today's marketing manager, the crucial role that a refined and solid research methodology provides in cultivating sound marketing strategies and how the intelligent application of information can build success upon success. Trust, access, usability, strategic alignment of information, analysis and execution are critical in today's business environment.
Facebook commerce is this year's hottest trend but it's not the whole story. Real success in the social era means looking beyond Facebook to proactively engage consumers with trusted social content across multiple touchpoints. Reevoo's new workbook offers practical advice on using the kind of active social commerce that delivers real results.
The concept of multi-channel customer engagement is nothing new, so why do many marketers struggle to make this a reality? The key factor is the lack of a single customer view and insight across all channels and databases. This new white paper explores how to solve this challenge to improve customer service, enhance brand loyalty and enable multi-channel campaigns which drive ROI.
Did you know UK Internet users spend 240 million hours watching online videos every month? This new white paper from Experian Hitwise explores the growth of online video and social media, highlighting the vast opportunities available to businesses that seek to monetise social media and raise their brand awareness online.
With the rise of social media and mobile communication, marketers must increasingly bridge the gap between mainstream and traditional channels, such as email, in order to be successful.
This eBook provides specific tactics to improve email mobile engagement and integrate social media with email, whilst helping you expand your brand’s mobile and social presence among your target audience.
Whether you want to launch a top-notch Voice of the Customer (VoC) effort or just enhance your PR efforts through a better understanding of your customers, Forrester's exclusive report, How to Design an Effective Voice of the Customer (VoC) Insights Program, is the document you need! This detailed report is loaded with everything you need to know to understand your customers and learn how to monetize insights. This report focuses on the best practices in VoC research and approaches to make research and insights more actionable. Download your complimentary copy today and boost your PR and marketing success!
Is your organisation prepared to handle cases where staff abuse social media? Does it have a policy? What are the legal implications, and how can your organisation avoid having to think reactively about damaging situations? Organisations can no longer avoid the conversation with staff about how their online activity reflects on the brand. This paper outlines the issues that you need to address within your policies.
Social media has evolved, challenging businesses who will need to embrace a variety of tactics in order to engage and measure success. Callcredit Information Group's latest white paper explains why certain social media channels could benefit different industries and how the medium should be now be considered a standard tool in direct marketing practice.
Who controls online conversations about brands and companies? The prospects and customers do. Digital marketers are now faced with the challenge of participating in online dialogues and continuing digital conversations that keep customers and prospects connected, while avoiding invasive outbound marketing tactics. Successful digital marketers create digital intimacy.
More is not always better. That's why marketers are shifting lead-gen efforts from quantity to quality. But how do you target and engage the best prospects so that fewer leads pack a punch?
This DemandGen eBook explores the strategies, tactics and tools that leading BtoB marketers are using to improve the flow of quality leads.
Read the eBook to learn:
- Top vehicles for driving high value leads
- Why companies are tapping into the power of the web
- How webinars rate in driving high quality leads that convert to sales
- And more...
The game has changed. With the emergence of mainstream digital channels and social media, consumers have altered the way they consume marketing content and expect an individualised experience. Discover how to offer consistent, integrated, cross-channel messaging whilst overcoming the challenges faced by marketers and their content management systems.
Evolution is explosive in digital marketing today exciting changes roll out at a mind bending rate in mobile, social, 'big data' analytics, re-targeting and search. In this book Latitude, part of Callcredit Marketing Solutions, has captured a snapshot of insights from experts including Google, Yahoo, Layar, Tagman and Struq on opportunities emerging in each domain.
Research shows that the top fears for webinar presenters are: "How can I deliver a powerful presentation to an audience I can't see?" and "How do I compensate for the loss of body language and eye contact?"
The truth is that any medium changes how messages are sent and received. The good news: with The Virtual Presenter's Handbook, you can transform presenting online from a second-rate alternative to a potent new asset in your professional toolbag. In this handbook, webinar veteran Roger Courville will teach you:
- How to prepare and deliver online presentations that stand out
- Ways of grabbing and keeping your remote audience's attention
- How to avoid the 'webinar killers' made by most presenters
- Powerful new techniques that aren't possible when presenting face-to-face
Struggling to get your testing strategy working? Improve your testing plans with free advice from Forrester: 14 Elements of a Successful Online Testing Plan
Download this independent report, to view Forrester's framework of steps you can take to overcome the common challenges and pitfalls that many marketers face when creating an online testing process.
An accurate view of the external forces impacting your marketing strategy is essential for both short-term tactical success and the viability of your long-term strategy. In 4 Notable Trends in Marketing Strategy, you will find a set of hand-selected articles from Factiva that highlight the latest trends, exemplify the effects of dynamic ideas and provide real-life learnings from some of the largest companies in the world.
Download this complimentary paper to learn:
- How to enhance cross-channel marketing with consumers' words
- How to build shopper trust in brands and product claims through customer advocacy
- How to power product innovation and R&D with consumer feedback even negative reviews
- Real social marketing success stories, metrics, and tips from top CPG brands
One of the best-kept secrets in online marketing is that most campaign attribution data is completely wrong and the models used to evaluate campaign performance are wholly inappropriate. The relative emergence of digital marketing practices, combined with conflicting measurement systems and poorly understood interaction between online marketing channels, likely means that millions of pounds are wasted annually on marketing efforts that do not produce their intended results. Click here to see a new approach to campaign analysis. Dubbed "Appropriate Attribution"
84 percent of marketers today can't accurately measure the ROI of their social media campaigns. Due to the lack of measurement and insight, marketers are missing out on a huge opportunity to use social media as a marketing channel to influence the customer experience.
Download this free guide to read research, best practices and recommendations from expert social media marketers, to jumpstart your social media strategy.
Customer Centricity in the telecommunications industry: Transformation from Product-Centric to Customer-Centric and creating a Competitive Advantage along the way
Executive leaders across all industries continue to face the most disruptive market conditions in decades. Increased competition has only accelerated. Large rivals continue to compete by aggressively buying market share, new entrants are more nimble and substitute products seem to pop up almost at every turn. This whitepaper provides the latest information on how providers can become more customer-centric while building greater competitive advantage.
It's a fact. Brand loyalty has an impact on your bottom line. So it's more critical than ever to keep your customers satisfied and loyal. In "The Role of Feedback in Brand Loyalty" learn the importance of surveying your customers and how creating an intelligent, ongoing dialogue with them can help improve loyalty, retention and revenues.
The marketing world keeps getting more complex. Growth in peer reviews, Facebook, Twitter and Groupon are just one example of the shift in consumer influence and power. With more customer contact points, media channels and opportunities to build two way communications, more brands are seeking to engage with their customers. But who should you engage with and how? Is Customer Engagement just CRM repackaged or is there a fundamental difference in these concepts?
With all the messages that bombard consumers, segmentation is a necessary tool to improve message relevance and stand out. This eBook provides cutting edge tactics on:
- Collection & organisation of data
- Segmentation strategies to improve relevance
- Sequenced & triggered messaging to improve targeting
- Identification of KPIs to measure & plan future campaigns
Facebook advertising is becoming a more important part of many advertisers' online media mix. We have assembled a comprehensive set of best practices for effective Facebook advertising that includes an actionable approach to managing successful ads on Facebook as well as advice for optimising across channels for a more effective online media mix.
Personalisation is a highly effective strategy to engage, acquire and retain site visitors. Marketers leverage website behavioural data to tailor offers and content to visitors relevant to their known interests and browsing history. In this document, we outline five simple tips to create, implement and optimise personalisation programmes for product recommendations and email.
Web analytics has become the foundation for all successful online marketing efforts. Capturing and understanding the online behaviour of customers, prospects, and browsers through web analytics is essential to acquiring and retaining business through such channels as personalised email, natural and paid search advertising, targeted display ads, social and mobile, onsite product recommendations, and more.
A seismic shift in the consumer landscape has changed how we look at the issues of life and which brands we trust. Any organisation which operates the 'traditional' linear and "one size fits all" model of customer engagement is going to struggle to compete effectively in this chaotic, changing world. This whitepaper sets out 7 steps to success, looking at how marketers can reapply the fundamentals of DM to successfully engage with a new breed of consumer in 2011.
With digital channels commonplace, data streams growing rapidly and customer expectations of relevant and respectful interactions, technology is often the only way for a marketer to manage interactions, understand customers and execute campaigns. But sometimes the technology can overshadow the crux of marketing ¬ the connection for a period of time between a buyer and a seller that involves an exchange of some kind.
Many companies still fail to take advantage of the incredible volume of data generated by every single click, view, share, like, tweet, and transaction that happens on the Internet. The few that do the market leaders who understood early on that harnessing this data required more than just big spreadsheets and pretty charts have created a competitive advantage for themselves that allows them to move into new markets, new platforms, and whole new forms of consumer engagement designed to drive sales, profits, and shareholder value. There has been an unfortunate trend towards mediocrity in the use of web analytics technologies. Otherwise brilliant companies have developed an over-reliance on dashboards and reports low value output and that reliance is hampering their ability to leverage digital data to create a strategic competitive advantage. This white paper describes the problem, and more valuably, the solution, based on a combined 30 years of experience with digital measurement, analysis, and optimisation.
Poor data quality has far-reaching effects and consequences on marketing ROI. Find out why data quality is the cornerstone to accurate targeting, customer analysis and effective marketing campaigns. This white paper provides insight into the simple but low cost data quality measures that deliver a quantifiable return on investment
The question of website ownership is crucial. The marketer has the vision, but the delivery is in the hands of IT leading to inevitable frustrations. This paper discusses a new approach a solution which enables the marketer to fully participate in the design, creation and management of the website while satisfying IT's requirements.
This white paper explores how online merchants can put recommendations technology to work to deliver a personalised experience on their web site, and extend it across multiple channelsthe web site, marketing emails, call centers and more. It outlines key characteristics that merchants should look for in a recommendations engine, and offers practical tips on key strategies and capabilities needed to realise not just an initial spike in sales, but revenue lift and customer satisfaction that can be sustained over months and years to come.
Marketers today are fending off challenges from all fronts. This White Paper focuses on how marketers can gain control over today's complex marketing environment with automation technologies that make silos, ad hoc processes, and quick fixes a thing of the past. You’ll also discover how other leading companies use marketing automation solutions to increase sales, productivity and reduce costs.
Personalisation works. Your customers like it. You like it. Your competitors are probably doing it. And study after study has shown that personalised content can dramatically boost customer loyalty, online conversions, and revenue in both consumer and business realms. The latest generation of personalisation technology is enabling companies to powerfully and precisely deliver the right offer to the right customer at the right time via the right channel. In this white paper, you will learn about how personalisation is now within reach of virtually every company, from the Fortune 100 to small and medium businesses.
Improve your cross-media campaign planning .
This paper showcases a 'fusion on the fly' approach to planning that joins
BARB TV currency data with UKOM Online currency data.
It looks at an actual UK advertising campaign of a well-known FMCG brand to
illustrate how well Television and Internet advertising work together to extend the number of consumers that a campaign reaches.
98% of marketers use 3+ channels to deliver messages to customers, but
haven't had a way to combine email, mobile and social media - until now.
In Unsiloed: Interactive Marketing, discover 3 tactics top brands rely on to
break channel barriers and boost ROI.
How can you extract greater value from your data? By bringing science to the art of marketing to convert customer information into intelligence. This best practice paper shows how to achieve this by breaking the process down into five manageable stages, and offers some practical guidance on choosing the right tools for the job.
A white paper from Transactis that explores the benefits of right-time marketing and how event triggers can be identified and exploited to create loyalty, enhance response, build customer value and ultimately deliver improved business performance.
It's a fact. Brand loyalty has an impact on your bottom line. So it's more critical than ever to keep your customers satisfied and loyal. In "The Role of Feedback in Brand Loyalty" learn the importance of surveying your customers and how creating an intelligent, ongoing dialogue with them can help improve loyalty, retention and revenues.
Trusted email marketers recognise that email communications need to be as personal and relevant as any other customer interaction. In this interactive paper, you'll learn how a few small steps can dramatically increase deliverability, get the best out of your data and create a good first impression with recipients and ISPs
Most consumers combine online & offline channels when investigating and buying. However, most marketing organisations struggle to follow their customers across on and offline channels. Discover how marketing can take advantage of online web behaviour to improve the coordination of offers and campaigns across all channels.
Over the festive season, Sainsbury’s increased its ad spend by 9% to £22.5m, growing sales by 10.1%. Find out how they, and nine other major retailers, took different marketing approaches to Christmas and, ultimately, how these campaigns impacted sales.
Featuring a review of each retailers’ creative approach, backed up with full ad spend and sales figures, the Seasonal Supermarket Campaigns report from Nielsen will give all marketers a comprehensive insight into the effects of different Christmas retail strategies.
Online display advertising is making a comeback. Leading companies are applying new capabilities for deep audience segmentation and targeting, and message personalisation to increase display ad relevance and realise greater returns on their spend. And they are expanding their performance metric sets beyond click-through rate with new measurements to quantify how ads contribute to website sales and conversions. This paper examines key strategies and solution capabilities that are breathing new life into display advertising.
Marin Software and Razorfish recently unveiled the results of an exclusive study conducted to analyse the impact of the Yahoo!-Bing Search Alliance on paid search campaign performance in the US. Our findings will help you understand how the Search Alliance is changing the paid-search landscape.
We live in an era of marketing overload. Brand marketing is ubiquitous and relentless. It is splintered across more mediums and channels then ever before.
When it comes to effective direct marketing campaigns, accurate consumer lifestyle data is king. In this White Paper John Pooley, Managing Director of The Data Partnership, advises on how you can ensure that you get the right data for both your marketing budgets and needs.
Marketers are under pressure to assess the impact of online marketing campaigns on offline sales (and vice versa) and to optimise the many moving parts into a revenue-generating machine. Meanwhile, they need to meet customer expectations for a relevant, seamless experience across all channels. Online marketing has the opportunity to seize an advantage. This white paper outlines practical steps that your organisation can take to import into your online marketing system data generated by customer activity in stores, call centres, and other offline channels.
In 2011 digital needs to be fully embedded into the heart of a brand's business strategy. Campaigns need to be consistent and integrated across all channels, and brands that do this will springboard ahead of the competition, using data and customer insights to better understand customers and create more compelling campaigns. This whitepaper details the key steps for driving the best customer engagement through digital channels.
After a protracted period of economic uncertainty, marketing leaders are assessing their strategies for 2011 - and optimising success across multiple channels is a top priority. To find out what to expect and how to plan for 2011 and beyond, SAS UK commissioned Marketing Week to conduct an in-depth survey of over 500 marketing leaders.
The marketing shift from traditional offline media to new online channels is gaining momentum. This shift forces CMOs and their organisations to pay close attention to marketing performance data, articulate the return on their marketing investments, and clearly justify continued investment. The key to success, as outlined in this paper, is a new marketing paradigm that puts the business customer at the centre of attention, highlights the performance metrics that matter, and drives consistent messaging and user experience across marketing channels.
With all the channels and marketing messaging vying for customer's attention, it's becoming harder for marketers to not only remedy consumer attention deficit order but also find meaningful ways to drive customer acquisition. This eBook discusses how to use cutting edge strategies to increase acquisition through web analytics intelligence, social media and mobile marketing.
What is Marketing Resource Management (MRM)? And how can it make executing your marketing more efficient?
Lateral group have put together the latest in their ‘little books’ series, this time focusing on Marketing Resource Management.
Marketing Resource Management is about focusing those resources available to you, to create that balance in trying to create and deliver messages for more products and variants, using more channels and more customisation than ever. In today’s tough business environment, this Little Book is particularly timely.
Demand for communications to be sharper, more targeted and more relevant than ever before when engaging visitors across multiple channels requires implementing the right Content Management System (CMS). Discover the ten things that significantly contribute to the successful procurement and implementation of a CMS in our free white paper.
Why settle for first place when you can sweep the board? This white paper, by Fortune Cookie’s Head of SEO, describes seven advanced SEO techniques that will help you dominate the search engine results pages (SERP) for your most important keywords.
Are you achieving success with managing your international customer data and service? Discover how effective address and data quality management (DQM) is the key to preventing data decay and achieving a single customer view. This whitepaper surveys the opinions of international businesses and examines how DQM can improve data accuracy, analysis and marketing, and enhance your overall customer service.
This paper is for you if
- You’ve recently redeveloped your digital channels – or are planning to
- You need a business case for digital investment
- You don’t know what ROI was for your recent digital projects
This 8 page report lifts the lid off the secrets and mysteries of SEO and spells out in no-nonsense black and white what you need to be doing to make sure your search marketing puts you at the top of Google.
Our world is changing fast. With the advent of the digital age and all the information sharing that goes with it, businesses are losing control of customer feedback.
Use Google’s free insights tools to turbo-charge all your ad campaigns
Marketing today means meeting the new consumer demand for personalised content and interaction. This White Paper looks at why giving the consumer a personalised experience is no longer a choice, how data now needs to be at the heart of marketing, and the way new technology is supporting digital marketing optimisation.
This new report illustrates a major social change in the way consumers listen to and engage with brands. Only 5% of consumers surveyed in the report trusted advertising and 8% believed 'what the company says about itself'. This equates globally to nearly $426 billion spent on ineffectual advertising activity in 2009 alone.
Telecoms companies have increasingly complex catalogs of products and services to offer customers who are becoming more aware that they can easily switch to other providers. Learn how telecoms companies can efficiently, effectively, and consistently engage with customers to optimise their online experience.
On average, more than three-quarters of consumers are using two or more channels to browse, research, and purchase products. Because consumers are coming to merchants through multiple channels, it’s necessary to link those experiences and create a continuous conversation to avoid gaps where the sale could be lost. Learn how your company can better serve today’s tech-savvy buyers.
Gaining Actionable Insight from Web Analytics
Do "Best in Class" marketers pay for their analytics, or do they use a free one?
Find out in the recent Aberdeen study "Web Analytics: Actionable Insights for Unlocking the Hidden Potential of Online Data." Also, marketing segmentation tips to help increase sales, fix critical web site issues, and optimise marketing spend to increase ROI.
View more best practices in our Resource Library here
To help you navigate the social media waters and really understand how your brand can join the conversation via social media, we’ve asked the industry’s top social media experts to offer their insights to help you broaden your social media strategy.
Data Quality is the key to building a successful Single Customer View - learn how with Trillium Software
Did you know the topmost technology reason for CRM projects to fail or miss expectations is poor DQ.
Trillium Software has the technology and expertise to ensure your data quality is above the standard required to successfully build a Single Customer View and we’ve helped companies like Nectar and Iceland Frozen Foods to do just that.
Download the Single Customer View Solution Guide from Trillium Software.
With ever-savvier customers, instant transactions, and multiple touch points, marketers have access to more data than ever before. This whitepaper, From Collaboration to Personalisation: Unlocking the Potential of Online Marketing Optimisation is based on a recent study by Bloomberg BusinessWeek Research Services which examines the changing priorities of today's marketers.
Interactive business to consumer marketing: Capturing and engaging today’s educated consumers for measurable results.
It is becoming ever more challenging to engage the web savvy consumer; this whitepaper discusses how you can adapt your marketing activities to address the challenges of winning customers online.
Download this Aprimo whitepaper and learn how to:
- Engage more deeply with your audience
- Improve your organic search results
- Take calculated steps to increase your marketing ROI
Download the ATG report to learn
- Who is purchasing using their mobile?
- Which products are most mobile-commerce-friendly?
- What barriers do you need to overcome?
- To integrate mobile in your commerce strategy.
Online businesses need to optimize their current sites with add-on services that do not require major overhauls. These optimization services improve the online experience for each consumer and maximize revenues.
Discover the innovations driving the most optimized (and successful) e-commerce sites.
Forrester evaluated 11 cross-channel campaign management vendors based on 91 criteria and found that Unica led with its platform depth, cross-channel program integration, and data management capabilities. Unica is recognised for offering marketers a set of tools to manage highly relevant and personalised communications delivered through online and interactive channels, as well as traditional programs.
Combine deliverability, relevance and creativity to drive more effective email
Most unsolicited email is summarily discarded as unwanted 'noise'. How can you make sure that your messages get through - and your customers get the point? Improve deliverability, relevance and creativity and get results with our simple guide.
YouTube Insight can give advertisers a greater level of understanding
Conversion analysis beyond last click with AdWords Search Funnels
How to Reduce the Risk of bad Marketing Decisions - the many advantages of affordable cross-channel marketing solutions. Deciding where to invest marketing budget often carries the same risks as spinning a roulette wheel. Placing the company chips on a few intuitively selected marketing ideas could pay off or bust the company.
This report addresses how to achieve powerful results using simple data analysis and GIS tools, including a Coca-Cola case study
Since launching Insights for Search in 2008, Google have been providing daily insight into what the world is searching for. Here are just a few ways to use Insights for Search.
Why read this little book about a BIG subject?
Because a visitor on your website is your opportunity to engage, persuade, influence and educate....but this opportunity is fleeting so you need to make the most of it. Request your FREE copy of The Little Book of Web Engagement in the post and discover how to truly engage visitors on the web.
Customer Engagement steps beyond traditional direct marketing as it looks to reduce the reliance on any one channel and co-ordinate two-way communication across all channels. Alterian’s vision of engagement will give customers a cost-effective, scalable and easy to use solution and direction to embrace.
A recent Forrester report forecasts interactive marketing to grow 32% in the US and 17% in Europe. Increased spend equals increased expectations; tracking results through basic measures such as clicks-throughs won't be sufficient.
Measuring the right data is key. This Forrester paper covers the metrics that matter, actionable tracking and reporting, and more.
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To really stand out in overflowing inboxes next year, you need to be smarter than every other email marketer. Silverpop’s latest white paper gives you seven proven tactics that will set your campaign apart in 2010.
Download your copy from Silverpop today!
Despite the excitement around social media, marketing executives are struggling to determine its effectiveness and how it stacks up against other channels in their mix. In particular, how do you measure its reach and exposure? Learn how to uncover social media ROI and how much you budget you should invest.
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While the world wide web continues to generate exciting new forms
of human interaction, including such Web 2.0 offshoots as social
networking and video-sharing sites, wikis and blogs, what is just as exciting are the new engagement-marketing opportunities that result from the joining of both old and new internet-based communication echnologies. Email and social networks represent such a nexus.
Most web analytics solutions focus only on generating reports on how groups of visitors behave on their website. But online marketers also need to know how each individual visitor behaves on their site. Learn how online marketers can build individual customer profiles and use these to create personalised offers and launch effective remarketing campaigns.