How MACH can transform the digital customer experience: A guide

There is no doubt that the global Covid-19 pandemic has accelerated digital adoption. For many companies, this move was one they were, understandably, unprepared for. And even for some of those businesses who were already operating online, their technology was either not sufficient enough to adapt at speed, or too general to meet the rapidly changing needs of their customers.

Even post-pandemic, consumer needs are continually evolving, with people shopping on mobile devices, on...

McKinsey analysis: How is UK consumer sentiment changing – and what does it mean for marketers?

Our latest UK Consumer Sentiment Research, reveals that optimism for an economic recovery in the UK has reached its highest recorded level during COVID-19, having almost doubled since November 2020. The majority of vaccinated consumers expect routines to return to normal by the end of 2021 and say finances are already back to normal. As younger consumers receive the vaccine, greater spend and out-of-home activity will likely continue to increase.

Tellingly, UK consumers reported...

How to leverage QR codes to join the contactless revolution

Since QR codes were created in 1994, they've shown up just about everywhere. Marketers used them on drink labels, business cards, and even billboards.

But no matter how trendy they were, many consumers saw QR codes as a gimmick rather than a useful tool. What was in it for them? Why should they visit a company's website to get information, and why would they want to download a separate app to scan a code just to do so? It was a clunky user experience that didn't demonstrate a...

Why adding intrinsic incentives for eCommerce and social is key amid heightened consumer demands

Raise your hand if you have a wallet bursting with so-called “customer loyalty” cards. You likely have one for each supermarket, your favourite coffee chain, and maybe for the bookstore. With some brands upgrading to an app, you probably also have a smartphone screen full of their colourful icons. But how often do those loyalty schemes actually influence you to make a purchase? More importantly, do they keep you loyal to the brand?

The problem with most loyalty programmes is...

How microsites are the surprising weapon for in-store customer engagement

Point-of-purchase displays were once all the rage in marketing. The same can be said for print, radio, catalogue, and TV, but those too have all cooled in their ability to drive awareness and sales — at least when compared to digital. Social media, websites, influencer marketing, and the like are where you’ll find the sizzle today, resonating even more than the good old in-store channel with consumers.

But microsites — something the average consumer is probably already...

Data privacy and digital trust: A balancing act which hinges on the customer

Protecting data privacy and preserving brand integrity can bring about a whole host of unwelcome processes for businesses, with added layers of complexity evolving from the increasingly stringent regulations and heightened expectations that come with leveraging large data lakes of personal data. However, instead of steering data strategy to react to regulations, brands need to proactively pivot in the direction of their primary purpose: satisfying customer expectations. With an...

Salesforce Digital 360 for Industries looks further to a cloud-controlled marketing approach

You may have heard of the concept of an 'industry cloud'; a solution which has been customised to fit operatory and regulatory requirements for a specific vertical. Salesforce has looked to this for software as a service (SaaS) and digital experiences with the release of Digital 360 for Industries.

The company's latest offering mixes industry apps, developer tools, websites, portals and best practices purpose-built for the financial services, grocery, healthcare and non-profit...

Blockchain in digital marketing: More consumer trust – and new ways of advertising

Digital marketing is facing concerns relating to online activities, be it cyber security, data protection or transparency. Blockchain can help to consolidate customer trust in the digital world. It can give more online ad authenticity, brand transparency, support cross-promotion with influencers and reward customers for data sharing.

Platform businesses like Facebook pose challenges to many market players in digital marketing as they hold monopoly or duopoly. Furthermore, data...

Never underestimate AI: How retailers can predict the unpredictable

From hoarding toilet paper to shops shutting their doors, it’s fair to say 2020 was one of the most disruptive years for retailers. According to the ONS, online sales grew by 46% in 2020, compared to the previous year. With consumer behaviour changing rapidly in response to the pandemic, retailers have had to adapt and keep pace with demand. This has been the perfect use case for automation, which has proved invaluable as retailers navigate a path through disruption.

The...

Back to basics: The five Ws and two Hs of individualised marketing science

We live in a 24/7 culture, constantly connected with all of our technological advances and smart devices and hyper-personalised media outlets. That is especially true while we’ve lived and worked at home so much since early 2020.

As marketers, we also tend to enjoy living in our own self-created, nonstop working world, filling calendars with meetings and events, always being available, and racing to get the current campaign deployed without any reflection or rest before starting...