Why upskilling in marketing automation can empower your brand

For marketing departments, there are always opportunities to learn new tech skills – not least because of how rapidly it evolves.

And for brands that are keen to simplify a customer’s purchasing experience, complete conversions quicker and free up a marketer’s time – to focus on innovation – marketing automation could be the answer.

Why? Because the statistics evidence how this advanced technology can empower organisations. Customer optimisation specialist...

Five ways marketers can leverage personalisation – without violating privacy

In today’s digital-first marketplace, personalising the customer journey matters more than ever. As personalised marketing tools become increasingly intelligent, companies gain unparalleled insight into how their customers behave, which helps these brands better understand and cater to their target audiences.

In some cases, this insight can be a double-edged sword. People appreciate personalised customer experiences, but some users rebuff marketing tools that access information...

How performance branding is reinventing marketing ROI

A growing share of the marketing budget is managed according to the principles of targeted-performance marketing: personalised messages, direct impact measurement at the level of individual users, near-time optimisation, and partial automation. This is especially true for digital marketing activities that drive conversion and purchase. But what about the media spend focused on the earlier stages of the consumer’s decision journey, such as brand awareness, including traditional media or...

The CMO’s role in a post-pandemic world: Flexibility with authenticity

Before the COVID-19 pandemic, the chief marketing officer (CMO) role was already in a state of flux, with several high-profile brands moving away from the position. Early this year, Gap’s CMO left without a direct replacement. Shopify’s chief marketer departed in February 2020, and the e-commerce firm announced it would not fill the vacancy. Uber went through two CMOs in 2019, ultimately leaving the CMO role unoccupied.

Fast forward to March 2020, and the CMO role experienced...

Know your data – and your limits – before utilising automation to drive campaign ROI

Brands are sitting on millions of pieces of data about customers and their behaviours – and yet many marketers are still failing to effectively apply it to their digital comms.

As a result, it’s leading to an array of lost opportunities. But why is that the case when organisations are exposed to even more ways to analyse their performance, speak to audiences on a deeper level and positively impact business growth?

Perhaps organisations aren’t providing marketing...

Machine learning for marketers: Getting the strategies and processes right

Webinar Machine learning has the potential to transform marketers' operations - but organisations need to overcome various hurdles to achieve success.

Writing for this publication at the end of last year, Phil Midwinter, CTO at Third Foundation, said organisations needed to make a 'serious commitment to data and digital via ML and AI' in 2020.

To achieve this, you not only need the right data, but also the right tools to read between the lines. Artificial...

Why security in online forms is key to delivering great customer experiences

The web has made it easier than ever to gather and analyse valuable data from consumers. Whether that data is collected through cookies or online forms, it can transform how you operate by helping you improve the customer experience and develop smarter marketing and sales strategies.

But collecting and using this data can be a double-edged sword: When customers trust you with their personal information, it also means they will hold you responsible if it’s...

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...

Five reasons you need a cart abandonment campaign

Research from the Baymard Institute shows that nearly 70 percent of online customers leave items in their carts without making a purchase.

Customers abandon carts for a variety of reasons, and there is no guarantee that they’ll remember to come back once they’ve left. Luckily, businesses aren’t helpless when it comes to reconnecting with these customers. Cart abandonment campaigns let businesses give a second pitch for their products and have another point of...

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...