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New Tools Offer Marketers Tighter Control for the Ethical Sourcing of Global Data

The digital age has forced organizations to move at the speed of their always-on customers. The strongest marketing strategies transcend borders and underscore the need for marketers to not only acquire data quickly, but also ensure that all data is ethically sourced in compliance with every country-level requirement. According to the World Bank, the majority of global economic growth will be driven by emerging economies, and marketers need to be sure they have their sights set on operating within this border-less ecosystem.…

DMEXCO Learnings and the Future of AI in Marketing

As one of the biggest and high-value digital marketing conferences out there, DMEXCO this year did not disappoint. It delivered thoughtful, in-depth looks at how new technologies such as Artificial Intelligence (AI) and new guiding policies around data are affecting the way brands communicate and understand their customers. This year marked Selligent Marketing Cloud’s 8th year attending the show and, in case you missed it, here are a few of the major trends and takeaways that may be helpful to your brand. Read More: What…

What Lies Beneath: Unveiling the New Realities of the Twisting Online Purchase Path

There was once a time when customers would only go to one website to shop, and marketers would easily have all the customer data they needed. But that time is long gone. The landscape for e-commerce has shifted dramatically. Customers now make 54 percent of their purchases outside brand sites and in marketplaces, according to a recent report we released. Today, customers search and browse numerous sites, and finally end up buying… somewhere. An average of 70 percent of online purchases happen within walled-garden…

Business Process Management Helps Businesses Towards GDPR Compliance

The General Data Protection Regulation (GDPR) is a popular topic of conversation among business professionals around the world.  The law was originally introduced and implemented on April 27, 2016, and allowed a two-year post-adoption grace period for businesses to become compliant and introduce a new system. The formal enforcement date for fining non-compliant organizations took effect on May 25, 2018.  Through a survey completed by BPTrends, a firm that follows process modeling trends, came to the conclusion that in some…

Taking a Lesson from Amazon; Why In-Store Sales Are Growing

In what seems like an about-face, brick-and-mortar retailers are seeing stronger than expected sales. How are they doing this? Well, according to a recent New York Times article, retailers are taking a page out of Amazon’s playbook to better understand consumer behavior…  something Amazon does quite well. These retailers are getting smarter and more strategic by leveraging location intelligence to understand the events people attend, where they go, and what they do in the physical retail world. Location data, as I like to…

Risky Business: Navigating Privacy and Compliance in a GDPR World

If you are part of nearly any enterprise organization, then May 25, 2018, is likely burned into your memory forever. That was the date when a new landmark privacy law, the General Data Protection Regulation (GDPR), took effect in the European Union (EU). Many articles were written leading up to the law taking effect, and many have been written since. Nowadays, most articles have headlines like, “Taking Ownership in a Post-GDPR Age,” and, “Solving the Remaining Challenges of GDPR.” Quite clearly, GDPR remains top of mind…

The Rise of Robo-Advisors: How Banking and Wealth Management is Changing with Technology

The Evolution Of Robo-Advisors One of the byproducts of the 2008 financial crisis was the appearance of the first-ever robo-advisors. Ten years later, robotic wealth management solutions have become the norm and every day, leading companies are introducing robo-advisors into the fold as consulting tools for customers. As the advisory market matures by incorporating sophisticated robo-advisors ready to cover a wide variety of customer needs, they have progressed far beyond the point of being simple tools, instead…

Why Under-Investing In Your Preference Management System Is Costing You Customers

Selecting preferences is commonplace in our digital world. Users subscribe or unsubscribe from email lists, request notifications from their favorite brands, and update their privacy settings on social media networks. It’s a win-win for both parties. Consumers are supposed to be given a voice for their likes and dislikes in the marketing they receive, and how frequently companies interact with them through preferred communication channels. Marketing teams are granted first-hand insight into unique customer characteristics…

Why Your Visual Content is Worth its Weight in Gold

Most, if not all, marketers today understand the importance of digital media and the ways in which visual content increases engagement and boosts brand awareness. As the use of visual assets grows so does the understanding of their bottom-line impact. What was once an effective tool for connecting with prospects and customers has become a business-critical imperative. Let’s examine why visual content is more important than ever and how to implement it into your marketing campaigns: A Visual Treasure Trove Facebook posts…

Virtually Alive: How Augmented Reality at Live Events Changes the Marketing Game

Go to a sporting event today, and you'll often see a competition involving one or two people while ten thousand others only watch. At some point, a simple shell game will appear on the video board, and fans can follow the action but not influence the outcome. With all the downtime in sports today, teams try harder than ever to engage fans through traditional means, but instead, fans often retreat into their own phones. But advances in Augmented Reality can change all of that, focusing fans' attention back on their friends,…

Using Your Marketing Team as a Cloud Focus Group

Marketing is no longer a matter of launching a campaign, monitoring engagement and waiting to review the results over a set period of time. Today, everything happens in real-time and, anything that brings marketing teams closer to the customer enables more meaningful and timely engagements. The key to doing that strategically? Data. The data revolution has turned marketing on its head, meaning many marketing professionals must do away with emotion-driven “big campaign” reveals and, instead, take a more incremental,…

5 Reasons to Join the Mobile E-Commerce Bandwagon

More than 5 billion people — two in every three living on the planet — are now connected on mobile devices, and it’s estimated that three-fourths of the global population will have a connection by 2020. As the ranks of mobile users continue to swell, the mobile device is assuming more importance than ever in e-commerce, where mobile accounts for a growing share of consumer spending. One in four e-commerce dollars is now spent on a mobile device, and 62 percent of smartphone users say that they’ve made a purchase using…

How to Make the Most of Your CDP

There is no denying that customer data platforms (CDPs) are increasingly popular among more and more companies. In fact, recent research anticipates the CDP industry will reach $3.3 billion by 2023. Brands are turning to CDPs because of the increased demand for omnichannel customer experiences and availability of real-time data. A CDP is an effective way to gain visibility into a customer’s path to purchase through an always-on, always-updating golden record of all users across all touchpoints. Brands who deploy a CDP can…

The Funnel Isn’t a Funnel: Embracing the Way Businesses Buy and the Changing Role of B2B Sales

For most B2B companies, the sales process and funnel has not changed much in the past few decades. Sure, there is a bit more sophistication around the top of the funnel with web visitors, marketing capture leads, marketing qualified leads and sales accepted leads — but the funnel still represents a linear path through a set of stages. While the funnel may not have changed, the way B2B companies actually buy has changed and today’s most effective B2B companies have revised their sales approach to match the actual process that…

The Evolving Role of the CMO: Digital Tools and Data-Driven Decisions

Chief Marketing Officers (CMOs) have traditionally overseen communications, brand management, advertising and campaigns – and they still do. However, ongoing technical advancements and, in turn, data-driven environments have meant that their remit is constantly expanding and their role, continuously evolving. There is now a plethora of ways for marketers to understand their customers. Big data, IoT, Artificial Intelligence (AI) and marketing automation are just a few examples of the tools and methods on offer to help…

Not All AI Is Created Equal: Five Things to Consider When Building, Deploying and Testing Your Conversational AI Chatbot

Whether or not you realize it, AI has taken a powerful hold on the way people communicate with businesses. 85 percent of customers already prefer to interact with a chatbot for customer service — in other words, consumers already want conversational AI. These AI-powered chatbots provide a superior customer experience through their ability to utilize Natural Language Understanding and Processing (NLU/P), which allows chatbots to accurately understand humans, decipher what they’re saying, and generate a human-like response,…

Bringing Collaboration to the Midmarket

Content collaboration remains a relatively new process following the advent of cloud computing and storage. While for years, we have heard about digital transformation, cloud storage and the development of online file sharing solutions, many individuals still store files locally on personal computers by default. Although this practice is beginning to change, there is a steep learning curve around the issues the midmarket contends with. Midmarket organizations struggle with secure collaborative content practices. While…

The Backlash-Proof Guide to Briefing Influencers

After another high-profile Instagram ASA ban, brands must learn to brief clearly and play by the rules to avoid grief says Vamp’s Aaron Brooks A post from serial brand collaborator, Louise Thompson, was banned by the Advertising Standards Authority (ASA) last month. It’s the second time this year that the reality TV star and influencer has received a ticking off from the ASA for failing to disclose a post that was sponsored. In the UK, the rules for influencer marketing are strict and clear. You would have thought…

Consumer Targeting: Using Purchasing Intent to Close the Deal

Using a consumer’s shopping behavior to drive personalized marketing is quickly moving to the forefront of marketing technology. Driving this change is the disruptor Amazon, with other retailers scrambling to keep up.  Amazon uses a customer’s actual shopping data to determine purchasing intent, and it’s clearly working with Amazon hitting $1 trillion in market value. Personalized marketing grounded in purchasing intent covers a wide range of strategies, from abandoned cart emails to predictive analytics that forecast the…

The Top 5 “Recipes” That Give AI Projects a Higher Likelihood of Success

For artificial intelligence (AI) to enjoy continued success and uninterrupted investment, it should be less academic and more practical, less esoteric and more straightforward. AI projects need to be grounded in clear-headed thinking and consistently aimed at producing net new value in business or society. In other words, we want to put the intelligence back into artificial intelligence. We believe there are five core “recipes” for AI, intended to be used by executives, entrepreneurs, product managers, engineers and data…