Four ways AI can help you keep pace with changing consumer behaviours

Consumer behaviour looks entirely different than it did a year ago. Lockdowns and shelter-in-place orders gave people more time to browse online, discover, and fall in love with existing and new brands. More than ever, consumers expect relevancy — and their tolerance for unpurposeful experiences has plummeted.

In other words, spray-and-pray marketing tactics no longer work. Burying consumers in content also won’t work. Loyal customers don’t want every last bit of your...

Personalisation for ABM campaigns: Tackling challenges and getting a progressive approach

Session Getting the right personalisation strategy, to ensure a great customer experience but avoiding any privacy pitfalls, is vital to virtually any digital marketing initiative. For account-based marketing (ABM), it is even more important.

As a Lead Forensics article puts it, "great ABM content that will help you win clients is content that is relevant, timely, and highly personal." This involves a lot of groundwork, but it can be worthwhile - indeed, the difference...

How marketers can use personalisation to tap into consumers’ ‘autumnal intentions’

September has always marked the end of summer and the start of a new chapter, but in light of the strangest year many of us have ever experienced, it’s safe to say that right now more than ever many of us are craving a breath of fresh air in our lives.

And as children finally get back into the classroom, it’s clear the usual ‘back to school’ feeling extends far beyond families. With students also going to university (albeit with restrictions in place), and office workers...

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...

Why R&D is ‘the wind beneath marketing’s wings’ at Coca-Cola: AI, analytics, and more

Session Even if you are one of the biggest and most recognisable brands in the world, it never pays to stand still.

Coca-Cola is a particular case in point. For years, the soft drinks behemoth regularly topped the charts as the world's most valuable brand. Yet in 2013, according to Interbrand's rankings, Apple took Coca-Cola's crown, ending its 13-year unbroken stay at the top and moving it down to third, behind Google. As of 2019, Apple and Google remain one and two, with...

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...

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...