Back to basics: Three building blocks for nailing personalisation

Personalisation has been the holy grail for many marketing organisations for what seems like forever. While at its surface, for many marketers, personalisation seems straight forward, and with modern technology, seems it would be easy to implement. Unfortunately, these assumptions couldn’t be further from reality.

As with many modern marketing efforts, organisations must grow through a maturity model in order to reap the benefits of their efforts. Personalisation is no...

Everyone talks about personalisation – but here is why only a few get it right

Lately, experts have written countless articles about personalised marketing and how it is changing the game. And, to be honest, it is a significant trend because it works.

Personalisation has become table stakes. Whether you are talking about business-to-consumer or business-to-business marketing, you have to personalise your marketing message if you want to drive revenue and increase sales.

Although everyone is talking about personalisation, only a few companies are...

Thoughts on how to ensure GDPR does not kill your marketing strategy

Webinar The European General Data Protection Regulation (GDPR) was supposed to be a wake-up call for marketers to clean up their act. But how has this actually played out?

It is safe to say the consensus from the industry in 2018 was less than universal. In a blistering New York Times op-ed, Alison Cool noted that, in the run-up to the law's introduction, many scientists and data managers who would be subject to the law 'found it incomprehensible... doubting that absolute...

How Covid-19 has shifted consumer expectation – and digital commerce investment

The global coronavirus pandemic has driven half of shoppers to buy products they have never bought online before, with 70% admitting to buying more than usual, according to a new report. But what does this mean for customer experience?

According to Bloomreach, in a study put together alongside Forrester, heightened customer expectations has meant a greater shift in investment from brands.

Overall, the impact of Covid-19 has been variable. Based on 50 global decision...

How to choose the right CMS for your organisation

A Content Management System (CMS) is the backbone of your websites or mobile sites and enables your business to drive better customer experience (CX) and engagement with your brands. A wrong decision in choosing the CMS can derail your plans to achieve your long-term business goals. Once you choose a CMS, it is never going to be easy to change it overnight. This makes it even more important that you select the “right” CMS, so that you do not regret the decision later. Here, I have...

Four key strategies to create successful immersive meetings

Clearly, the COVID-19 pandemic has caused a sea change in the events industry.

As headlines published surrounding lockdowns across the globe, those organising upcoming events scrambled to assuage eventgoers. They also had another difficult task at hand: deciding whether to move fully to digital versus cancelling their carefully planned meetings entirely. For those who decided to move online, the question was about engagement: How would they replicate the immersive touchpoints that...

Achieving transparency and responsibility in digital advertising amid technological change

Webinar Digital advertising is in many ways like any other technological landscape: the advancements on the tech side cause ramifications which are played out with regard to ethics.

Last week marked the two year anniversary since the EU's General Data Protection Regulation (GDPR) came into force. A plethora of articles arrived to mark the occasion, with bunting and birthday cake duly provided.

Yet it's GDPR's party, and the data subject will not comply if they want to....

When the bubble bursts, improved experiences will lead to customer growth

The surge in digital acquisition and content consumption that some brands are experiencing will soon come to a halt with current levels of incremental spending and time spent viewing content simply not sustainable and unlikely to endure long into a prolonged public health crisis and significant recessionary environment.

The new normal will be an even fiercer battle for customers and viewers as people battle to balance their budgets in the face of rising job insecurity and reduce...

Get ahead of the game: Why ‘earned data’ could be the future for marketers

As a marketer, I always question the wisdom of organisations coming up with their own ‘categories’ or catch-phrases because, as a general rule, there are more than enough of them, and making new ones stick is risky and expensive. But, despite the fact that the advice of my SEO consultant is that it might take a year or more before anyone searches Google for ‘earned data’, I still think it’s worth the investment. And here’s why.

Third party lists have been the bedrock...

Salesforce State of Marketing report promotes empathy, AI, and more focused KPIs

Salesforce has published its latest global State of Marketing Report, which has explored the rate of transformation within marketing and the data and organisational goals needed to achieve it.

The report, which collected data from almost 7,000 marketing leaders globally, had three overarching findings:

Marketing transformation is taking on new urgencyMore empathetic marketing is being achieved due to greater data and personalisationMarketers are doubling down turning...