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...

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 AI could help marketers with future pandemics

When you have a hammer, it is tempting to look for the nail in every situation. This temptation doubles when the tool is as powerful and multi-faceted as AI.

Much is currently being said about AI and how it’s helping with solutions during the pandemic, for instance in contact tracing, maintaining social distancing, or the search for a vaccine. AI is also helping some companies to cope with commercial disruption, for example Walmart has turned to robot cleaners. Behind the...

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....

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...

What if your virtual agent could read? The benefits of integrating conversational AI for the enterprise

Automation is changing the way the enterprise operates and how people work across a broad range of business processes. So much so that organisations who still lack an ambitious and rigorous automation agenda risk being left behind. The benefits of automating many business processes are clear, with time-savings and efficiencies leading the list of benefits for many businesses. External and customer-facing businesses are automating much of their customer service operations, with some...

The last (third party) cookie: How to prepare for a new era of digital advertising

In a 1984 episode of Sesame Street, Prairie Dawn, the most-level headed Muppet, is faced with a difficult challenge: she must explain the concept of ‘the last cookie’ to the Cookie Monster. The presentation begins well. Prairie asks the Cookie Monster to eat three of the four cookies on the table, and he does so with typical enthusiasm. But the mood changes when Cookie Monster is faced with the last cookie.

“But Prairie! Prairie! That’s the last cookie! After we eat that...

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...