Browsing Tag

customer behavior

Deepening Customer Connections Through the Power of Data

While this year’s pandemic presents many challenges to marketers, it also presents many more opportunities, particularly as consumer activity rapidly moves online. In this article, we explore how marketers who have created a data-driven link between marketing activity and the commercial impact of that activity on brand they support through analytics, are the ones best placed to grow from change. Increased digital consumer activity means a wealth of new data on consumer behaviour is being uncovered every day, not to…

TechBytes with Tom Simpson, SVP Brand & Exchange at AdColony APAC

Hi Tom, please tell us about your journey into MarTech/AdTech. Tell us more about your role and team you handle at AdColony. I started my journey as a marketer 15 years ago, and gradually voyaged through industries. I began my career in the agency world, and then on into tech, which is where I am now. Every move I made was done with the simple goal of learning something new, as the foundation of my interests lay with people, and the world I live in. As time went by, my interests went from aspiring to be the best…

The Future Is Here: When Online Shopping Becomes the Only Channel

The COVID-19 global pandemic brings with it a new reality—a “new normal.” As more people around the world are confined to the walls of their homes due to government restrictions and distancing rules, several retailers have begun closing their doors in response. This presents an opportunity for eCommerce businesses as the global crisis has driven shoppers to shift their shopping habits online. Compared to the previous year, there have been rising transaction volumes online, especially in the home products, DIY products,…

Exponea Launches “New Normal” Framework to Help Marketers Deliver Growth Post-Pandemic

Designed specifically for retail and e-commerce, the framework assesses readiness and response capabilities for a rapidly changing, volatile market; delivers next steps and resources for business survival Exponea, the global market-leading Customer Data and Experience Platform (CDXP), launched its "New Normal" framework in response to COVID-19. The framework includes a comprehensive self-assessment exercise, placement on the New Normal Ecommerce Quadrant, and a tailored step-by-step guide to improving a company's position…

Four Marketing Automation Solutions Every SMB Should Have in 2020

Marketing Automation isn’t a thing of the future—it’s very much a part of the here and now for small and midsize businesses (SMBs) across the world. However, there are a variety of Marketing Automation tools that many are unaware of and have the ability to help SMBs reach customers in a timely and effective way. In order for SMBs to compete with larger firms when it comes to customer reach, they need to approach their Marketing plan with a strategic mindset.   Marketing Automation not only provides important opportunities…

Survey Finds Retail and CPG Companies Prioritize Customer Behavior Analysis to Guide Strategy, but Few Understand How to Use It

With unexpected changes in consumer behavior and a “new normal” buying landscape, using data to drive strategic business decisions is more important than ever Four out of five retail and consumer packaged goods (CPG) companies say that customer behavior analytics is a strong priority for their brand today, indicating that it will continue to grow in importance. Yet, most are failing to use it effectively. Organizations have been experimenting with advanced analytics, but now, as erratic buying behaviors are expected to…

How Is AI Changing CRM?

2019 witnessed a dramatic transformation in Sales operations with the implementation of Artificial Intelligence. Customer Relationship Management (CRM) has cemented its positions as the Number 1 MarTech Tool for CMOs in 2020. CDPs will remain a potent ally, together with Email Marketing and Social Media Automation tools. Leveraging the power of AI will amplify the capabilities of the existing CRM system and help businesses deliver effective customer service. Benefits of CRM Software From a business point of view, a CRM…

Gartner Says CMOs Should Take Four Immediate Actions to Prepare for Coronavirus-Related Issues

Marketing Leaders Must Develop Contingency Plans to Address Changing Customer Needs and Disruptions to the Workplace, Events and Tactics Chief marketing officers (CMOs) and marketing leaders face an uncertain and rapidly evolving situation as a result of the coronavirus, and they must take an aggressively proactive approach to preparing their organization for disruption, according to Gartner, Inc. “CMOs who wait for shifts in customer perceptions and needs, interruptions to supply chains and operations, or restrictions…

MarTech Primers: Inbound Sales Vs Inbound Marketing

Sales and Marketing - two departments always in conflict about demarcating their specific roles and responsibilities. Being an Inbound Marketer and a Specialist in Content Marketing, I can very well understand the root cause of this problem. Many companies do not differentiate between these two functions. Over and above that, many companies have a single team to perform both. Too much of bashing, isn’t it? Let us focus on the topic i.e. how is Inbound Sales different from Inbound Marketing and how these two functions can…

5 Ways Predictive Intelligence Improves Customer Experience

Predictive Intelligence tools are helping companies improve their bottom line and reach their customers effectively. The term “Predictive Intelligence” might sound like an advanced tool that belongs in a Science fiction film. Nowadays, marketers are using this technology to deliver what their customers need. Also referred to as Predictive Analytics, Predictive Intelligence is composed of Statistics, Data Mining, Algorithms, and Machine Learning. It gives companies a powerful new edge, compensating for the ever-expanding…

The Rise of the New CMO

Marketing, like most business functions today, is undergoing a profound change. A proliferation of new and accessible digital technologies, the explosion in availability of consumer and consumption data, combined with rapidly changing consumer demands and expectations, are flipping previously highly effective models on their head. New entrants are capturing outsized bites of the market by proving, time and again, they can deliver the most relevant, the most engaging customer experiences. Among some incumbent companies,…

Artificial Intelligence in Restaurant Business

Artificial Intelligence (AI) has paved a new way for innovations that have transcended any other technology’s impact on society. Influencing and becoming a critical aspect of many industries, AI has become an important asset to possess. The restaurant business is no stranger to AI either. AI for restaurant business has seen a huge surge in terms of demand and necessity in the past decade. The implementation of AI for businesses has shown strongly about how big of a positive impact AI can provide. Following the suit,…

The Digital Crystal Ball: Three Ways to Use Predictive Analytics at Your Company

The crystal ball - oft spoken of in folkloric terms, but never available when you need it - has entered the realm of possibility. In our switched-on world, where digital interaction is present virtually every moment of an individual’s life, we as marketers now have the tools to peer into the future using data - not crystalline - to gaze forward at where our business is going. Predictive analytics - the process of using new and historical data to foresee the result, activity, behavior, and trends of our consumer base - is…

How to Use Data to Drive Customer Propensity

Propensity – that is, a natural inclination or tendency – is a term that’s used frequently in Marketing, but not much anywhere else. Customers are a jumpy lot: a recent survey from the DMA found that 61% of customers had switched at least one brand in the last 12 months, so it’s no wonder that marketers and brands want to know what their customers will do next and when. Do they have a propensity to purchase or donate again or to lapse or go elsewhere? To try and predict these answers, propensity models attempt to anticipate…

Understanding Customer Data Platforms

Customer Data Platforms help in broadening unified systems and accelerating purchase A Customer Relationship Management (CRM) and Data Management Platform (DMP) are the most powerful technologies in any modern marketer's tech stack. In 2017, statistics revealed that marketing technologies have advanced mostly around data management and customer data analytics. Insights from business data are now offered as an amalgamation of a CRM and a DMP that blend into a Customer Data Platform (CDP). What is a CDP?  The CDP…

Consumer (Dis)Likes and Brand Loyalty in the Era of Digital Customer Experience

It’s no secret that customer experience – both in person and online – is top of mind for every modern business. Consumers can move from one brand to another with the touch of a button and have more options than ever to obtain the product or service of their choice. If brands don’t deliver the best customer experience possible on their websites and apps, they risk consumers going elsewhere, potentially putting brand loyalty and revenue on the line. What keeps consumers coming back to a brand or, perhaps more importantly,…

Marketers Are Missing the Mark: Three Tactics to Close the Customer Experience Gap

When it comes to customer experience, there is a clear disconnect between what consumers want and what brands are delivering. According to a recent Harris Poll survey, commissioned by RedPoint Global, 92 percent of marketers state that their company’s ability to deliver an exceptional customer experience (CX) is good or excellent. However, most consumers feel otherwise – with 73 percent reporting that brands struggle to meet their expectations. Consumers increasingly expect personalized interactions that are delivered in…

Spotlight on Podcasting as a Viable Marketing Channel for Business

While podcasts have been around for quite some time, 2019 appears to be the year they will gain more traction as a viable marketing tool – for any size business. One of the chief advantages of a podcast, aside from the relatively inexpensive entry threshold, is that there’s plenty of whitespace in podcasting to become an authoritative voice in your business’s industry. That’s because, to date, most businesses have failed to invest in podcasting as part of their social media toolkit, leaving the playing field wide open for a…

The Best Free Marketing Tools to Grow Your Business Using Pinterest

In the ever-changing world of social media, the main platforms continually vie for the greatest share of our time and money, evolving new ways to help us maximize our businesses and earning potential. As any self-respecting blogger or marketer will know, one of the key players in recent years has been Pinterest, whose website tagline ‘Find new ideas to try’ captures this concept perfectly. “Oft-touted as the ‘second-largest search engine after Google’ (though YouTube may have something to say about that), the simplicity of…

Loyalty Programs in an Omnichannel World

More than ever, consumers demand a fast, seamless and flexible shopping experience. They want to maintain their preferences across all channels—web, mobile, and within a physical store – and they want the perks of their loyalty programs no matter the shopping experience they choose. A recent survey from Boston Retail Partners found that 87 percent of consumers are interested in a personalized and consistent experience across channels. By now, most retailers and brands are on board with loyalty programs and even have a…