Three major mistakes marketers can make with cloud-based systems

An increasing number of companies have taken their operations remote in recent times. In fact, remote work is now being considered a prominent part of the new normal. Businesses are considering keeping employees remote indefinitely, resulting in the increasing popularity of cloud-based tools.

For many marketers, extended periods of remote work may mean that they need to consider total digital transformation and adoption of cloud-based tools. This is especially important as team...

Two key marketing automation tools you may be missing for your eCommerce clients

More and more, eCommerce companies and online shops are tapping digital marketing agencies to help them advertise their products online - on not just one, but multiple marketplaces. Whether you are adding eCommerce clients to the agency portfolio for the first time or working with these clients - there is a need to break through the noise by advertising on marketplaces.

Successful ad campaigns for eCommerce call for high-quality PPC ads, banner ads, text ads (expanded and simple),...

Developing flexibility and agility in digital marketing: Five trends to explore

Recent headlines have shown how necessary dexterity and flexibility can be to dealing with business uncertainty. That lesson is incredibly relevant for professionals handling digital marketing efforts. After all, a campaign devised only a few months ago can come off as insensitive or in poor taste depending on the current environment. At the same time, having processes in place to change campaigns as necessary (whether you need to adjust tone, budget, or flighting) is of the utmost...

Why marketing automation remains the missing piece of the optimisation jigsaw puzzle

Organisations are operating in a world where everything is optimised. Look around and think about the current journey to work for many remote-based marketers in modern-day society as an example.

It might only be a few steps to the home office, but in that same breath, commuter time has been slashed dramatically and, in turn, that’s ‘given back’ vital time to the employee to get on with their daily tasks. Optimisation has taken place and it’s not even 9am!

From a...

The most important elements of customer segmentation in 2021

For some people, flexibility comes naturally. For others, it requires hours of stretching just to touch their toes. When it comes to customer segmentation in our new normal, marketers have some serious training to do.

Segmentations are massive undertakings that lost a lot of lustre during the pandemic. Even before COVID-19, they took months to complete and analyse, could cost into the six figures to conduct, and depreciated rapidly. They represent a sliver in time, and as soon as...

It’s time to stop wasting marketing spend and start using uplift models

In today’s saturated consumer landscape, the marketing teams that win are the ones that earnestly ask what each customer wants, and relentlessly use data to find the answers. In recent years, analytics and predictive models have enabled forward-thinking marketers to get ahead. But as these techniques get more ubiquitous, the competition is catching up. So what’s next for marketing teams on the cutting-edge?

At Vidora, we believe that uplift modeling is the next big frontier...

Why APIs are the key to creating customer connections in a digital world

Have you ever chatted with a company’s customer service representative from a mobile app or made a grocery list with the help of a voice assistant? Or maybe you’ve signed into a website using your social media login for a more personalised experience?

What you may not know is that these types of interactions are supported by a vast network of application programming interfaces (APIs) that are working behind the scenes to connect and integrate various technology systems. APIs...

Digital customer experience in 2021: Paving the way to your customer’s heart in the era of hyperpersonalisation

2020 has been a testing year for all of us. While several industries struggled for business, a few of them thrived. In the midst of this, customer experience fast tracked several technology and business imperatives. With social distancing measures in place and eCommerce becoming the primary sales opportunity for many brands, organisations have had to quickly innovate and leverage technology for customer interactions.

Next year is an opportunity for brands to build upon this...

Three key predictions for marketing orchestration technology in 2021

If there is one thing that 2020 taught us, it is to expect the unexpected. Businesses faced unprecedented challenges this year - and many marketers had to change plans on a dime to accommodate for emerging trends. As 2021 approaches, many marketers are left wondering: what can we expect for this next year?

According to the State of MarTech report, 84% of marketers stated that investing in new technology was a priority for 2021. However, 69% predicted that they would have fewer...

Assessing the 2021 landscape: Commerce aligned with social set to rocket as brands truly digitise

If 2020 has taught us anything, it’s that massive disruptions can happen overnight across industries, with customer communication responsibilities from marketing to care often falling to the social media marketing team. The trends we at Socialbakers have seen take shape this year -- from increased usage of social messaging to recruiting niche influencers to help expand social reach -- are likely to grow in the coming year as more and more customer interactions happen...