Why the connected consumer is at the heart of the digital world

When industry experts were making predictions for 2020, little did they know that this would be a most disruptive year for global markets, with ongoing adversities and anomalies. Covid and the rapid spread of the pandemic have added to the challenges marketers already face, while uncertainty has forced many organisations to put their focus upon their strongest asset: the customer. Customer engagement and loyalty have always been two very important metrics; even more so in today’s market...

Beyond the traditional: How YouTube is looking to turn lockdown viewing habits into a marketing win

Lockdown measures have been continuing to ease across the UK and beyond - albeit with some caveats - but there are some habits formed over the past few months that are here to stay. Being stuck behind closed doors led many people to try new things for the very first time, whether that was baking bread, a self-haircut, or working out at home instead of down the gym.

While the evidence on the streets suggests hairdressers won’t be replaced by DIY jobs any time soon, all three of...

DOMO: On cloud-enabled customer journeys and ensuring marketers aren’t chasing their tails

It is always interesting to note the propositions of companies who specialise in software for marketers. For many of the executives leading from the front, it creates a strong narrative. Having been marketing leaders at their previous employer, they understand the problems their compatriots are going through - and, more importantly, how they can be solved.

Mark Green, EMEA marketing director at cloud-based business intelligence firm DOMO, is a case in point. Having spent half a...

Don’t just address compliance as part of your marketing strategy – embrace it

Session When it comes to marketing, trust is sometimes considered something of a dirty word. Pre-GDPR, it was almost laughable. Yes, you can trust us not to hawk your data to any Tom, Dick or Harry going. You can also trust us that our product does exactly what we say it does, and that you won't get a few bills down the line because you neglected to read the small print.

The wheels are in motion for those who blatantly transgress, though the cogs can take a while to whirr. For the...

SaaS pricing and the cloud: Making it an innovation enabler for SMBs

The greatest promise of the cloud has always been freedom. Internet of Things (IoT) startups all over the world benefit from the flexibility that large cloud providers like Amazon Web Services (AWS) give their customers. In fact, it is hard to imagine how a young cellular IoT connectivity company could succeed without the ability to deploy and scale a global infrastructure in no time and at an affordable cost.

The conclusion we’ve drawn at EMnify is simple: our customer’s...

How good design can influence return on investment online

It’s very easy for organisations to look at design as an added expense, rather than an investment.

A company’s business plan will typically include the costs of staff, infrastructure, and products and services – but why should the creative be seen as an ‘extravagance’ or overlooked entirely?

In fact, design can be the accelerator needed to generate company leads – it can be the difference between brands retaining customers, and their key targets venturing to...

Three guiding principles for building better marketing analytics dashboards

Modern marketing campaigns are constantly churning out data that can allow companies to continually improve customer engagement. But for that data to be useful, it has to be organised and presented in a way that key stakeholders can understand and act upon.

Enter the marketing analytics dashboard. These visual data representations provide a single, unambiguous source of truth about campaign performance. They allow stakeholders without a background in data science to easily see...

Getting to grips with social media intelligence – and how brands need more empathy post-Covid-19

DMWF Whether it is social media intelligence, social media monitoring, or social 2.0; call it what you will, the need for speed and clarity has never been greater to ensure your competition does not rush over the hills and far away.

Take McDonald's as an example. The company analysed five years' worth of social mentions and tallied up thousands of requests from customers who couldn't understand why pancakes were served for lunch. As product launches went, it was a...

Exploring a content framework for compelling digital experiences

All digital experiences are built with content: images, text, video, audio, and even augmented and virtual reality. Content is not only used to communicate your company’s value, but to extend and connect its experience to all touchpoints end users may encounter. Because content plays such a significant role in digital experiences, it only makes sense it has its own experience framework.

“A holistic content strategy should be tied to a specific audience activation plan and...

Moving from reactive to predictive marketing: Three steps from Brandwatch to get your data analysis on track

DMWF How can marketers be more predictive, rather than reactive? It is a question which makes B2B life so rich - and marketing software providers so much richer.

Today's marketing professional has a near embarrassment of riches to choose to put in their arsenal; dashboards filled to the brim with insights, analytics to deploy wherever and whenever; social monitoring tools to spot opportunities - or threats - lurking beneath the surface. Yet it's not about the size of your toolkit...