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 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.
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.
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.
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.
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.
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.
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.