Every marketer wants to build trust in their brand, because it fuels the business. But while marketers are increasingly using data to build and measure...
Every marketer wants to build trust in their brand, because it fuels the business. But while marketers are increasingly using data to build and measure reputation, they often ignore that in the same way a defective product can undermine their efforts, a data breach can be catastrophic. Data and The Brand Customer data is what makes smart, effective marketing possible. It allows us to reach the right people, at the right time, in the right way. It’s the difference between...
Every marketer wants to build trust in their brand, because it fuels the business. But while marketers are increasingly using data to build and measure reputation, they often ignore that in the same...
Data security is seen as a drag: it’s complicated; it stifles a marketer’s creativity; and it’s IT’s baby anyway. Sound familiar? The truth is that data...
Data security is seen as a drag: it’s complicated; it stifles a marketer’s creativity; and it’s IT’s baby anyway. Sound familiar? The truth is that data security drives every aspect of the technology revolution that is transforming marketing. Marketers need to not just take responsibility, but take control. The idea that data security is boring vanishes once we understand that it’s essential to brand value. The average cost of a data breach is over US$3.8 million ─ with...
Data security is seen as a drag: it’s complicated; it stifles a marketer’s creativity; and it’s IT’s baby anyway. Sound familiar? The truth is that data security drives every aspect of the technology...
If customers are going to trust that brands use their personal data responsibly, marketers first need confidence in their company’s ability to handle this...
If customers are going to trust that brands use their personal data responsibly, marketers first need confidence in their company’s ability to handle this information internally. We outline the crucial role marketing leaders will play in fostering a more ethical approach to data management. Today’s data protection regulation is not intended to punish brands. Its aim is to make them accountable for the significant power they hold. And if harnessed correctly, it can even be an...
If customers are going to trust that brands use their personal data responsibly, marketers first need confidence in their company’s ability to handle this information internally. We outline...
By 2025 there will be 163 zettabytes of data – but a only 3% of this data will be analysed according to a Seagate/IDC study. To turn this goldmine of data into...
By 2025 there will be 163 zettabytes of data – but a only 3% of this data will be analysed according to a Seagate/IDC study. To turn this goldmine of data into actions, the key is looking ahead, not behind. An organisation tackling this task head on is Shibuya Tourism Association, which provides information for the area surrounding the iconic Shibuya Crossing in Tokyo. The crossing, and beyond Over 5 million foreign tourists a year visit this scrambled intersection made...
By 2025 there will be 163 zettabytes of data – but a only 3% of this data will be analysed according to a Seagate/IDC study. To turn this goldmine of data into actions, the key is looking ahead, not...
90% of the world’s existing data was created in the past 2 years and most of that data is linked to individuals. Think about your own interaction with...
90% of the world’s existing data was created in the past 2 years and most of that data is linked to individuals. Think about your own interaction with businesses as a customer, not a marketer. As a savvy consumer you’ll not tolerate any barriers to purchase – meet one and you’ll find your product elsewhere. Barriers are diverse, but they share a common failure point: an inability to connect with you as an individual. It’s a clear signal that a company isn’t innovating,...
90% of the world’s existing data was created in the past 2 years and most of that data is linked to individuals. Think about your own interaction with businesses as a customer, not a marketer. As...
Social media has been marketing’s stellar performer for nearly two decades. From 2002’s launch of LinkedIn through to 2018, close to 3.2 billion people have...
Social media has been marketing’s stellar performer for nearly two decades. From 2002’s launch of LinkedIn through to 2018, close to 3.2 billion people have ‘gone social’ – that’s a 13% hike on 2017. Understandably, businesses have rushed to where consumers now spend more of their time. But recent events have tarnished social’s golden egg and the fallout shows that marketers need to follow their customers – not channels. Learning the lessons Don’t panic, social media isn’t...
Social media has been marketing’s stellar performer for nearly two decades. From 2002’s launch of LinkedIn through to 2018, close to 3.2 billion people have ‘gone social’ – that’s a 13% hike on...
Business fortune is no longer measured by sales alone. We’re moving beyond financial tallying, particularly when it comes to charting progress. And marketing...
Business fortune is no longer measured by sales alone. We’re moving beyond financial tallying, particularly when it comes to charting progress. And marketing metrics seem to be the most valued: our latest research shows customer experience and satisfaction is now the top KPI for innovation-driven growth, across all departments. But despite this, marketing isn’t recognised as having a significant role in the conversation. In fact, the marketing team is the second lowest ranked...
Business fortune is no longer measured by sales alone. We’re moving beyond financial tallying, particularly when it comes to charting progress. And marketing metrics seem to be the most valued:...
There’s a bewildering array of new marketing must-have technologies, including AI, machine learning and the Internet of Things (IoT). But what do they actually...
There’s a bewildering array of new marketing must-have technologies, including AI, machine learning and the Internet of Things (IoT). But what do they actually do ─ for you? The answer is critical to any business that wants to deliver the ultimate customer experience. IoT is the application of the web to the physical world, rather than the online one. It’s probably most visible in the apps that allow us to turn our heating and lights on from the sofa, the car or even another...
There’s a bewildering array of new marketing must-have technologies, including AI, machine learning and the Internet of Things (IoT). But what do they actually do ─ for you? The answer is critical to...
Successful Marketing leaders are using AI to drive better pipelines and finding new opportunities on a regular as we’ve seen in our previous blog. We’ve already...
Successful Marketing leaders are using AI to drive better pipelines and finding new opportunities on a regular as we’ve seen in our previous blog. We’ve already looked at AI’s potential and application ─ now it’s time to get down to the business of AI implementation. Barriers and benefits AI’s huge potential and rapidly maturing technologies should make implementation a shoe-in, right? Wrong. 2017 data from IDC suggests that 49% of global organisations see internal buy-in as...
Successful Marketing leaders are using AI to drive better pipelines and finding new opportunities on a regular as we’ve seen in our previous blog. We’ve already looked at AI’s potential...
