The benefits of aligning your business around the customer engagement life cycle

Your customers are engaging with you in every possible way — through social media, by email, in person, and even through online reviews. But just because a customer is trying to interact with you doesn’t mean you’re connecting with her in the way she'd prefer. For example, while over 50% of customers expect companies to reply to their online reviews within a week, most say that a company has never reached back out to them.

To truly understand...

21 February 2019 | Case Studies

Going for gold: How The Royal Mint tapped into consumer behaviour

As marketers understand well, driving the path to purchase on any product is far more complex and nuanced than a simple case of ‘find person, show ad and the rest will follow’.

The motivations that drive consumers are intricately layered. Take my recent acquisition of a copy of Pride and Prejudice. I’d recently watched the film and had been considering rereading the novel. That day, I had read an article that told me the most productive people read a book a week -...

12 February 2019 | Automation

How to make your agency more agile: Real-time collaboration and uniting workflows

It’s never been more important for agencies - digital, creative or marketing - to be agile. With tight deadlines and requests constantly coming in, it's important to stay on top of each and every project. But even in a digitally-focused agency, information tends only to travel at the speed of meetings, and tasks are often treated like hot potatoes - bandied around from one person to another.

13 November 2018 | Best Practice

The ugly truth on conducting DIY research campaigns

Today’s data driven economy has theoretically transformed access to information about customers, prospects and competitors.  But drill down into the data provided by DIY research tools and the quality is raising serious concerns about the validity of research activity.

Help yourself

The plethora of self-service data collection platforms has provided organisations of every size with access to unprecedented depths of information. From apparently simple scripting to the wide...

15 May 2018 | Case Studies

Seeing through the issue of user data transparency: Five ways to get the balance right

When it comes to user data, companies seem to make the same mistakes again and again. The current Facebook/Cambridge Analytica disaster illustrates the flawed thinking and ambiguous policies that often lead to these breaches and the resulting erosion of consumer trust. 

In response, Facebook has disclosed some upcoming changes, including the creation of a new Custom Audience certification tool. However, it will take more than a few reactive symbolic “fixes” to regain...

23 April 2018 | Case Studies

Innovation, personalisation and experimentation: Why you might not be doing any of it right

The word ‘innovation’ must rank fairly highly on a list of the most used and abused buzzwords in digital marketing today. Every organisation thinks that they’re innovative in some form or other – but are they going about it the right way?

San Francisco-based Optimizely believes not. According to Global Head of Strategy Hazjier Pourkhalkhali – who would like to believe his company is ‘the biggest digital laboratory in the world’ –...

13 April 2018 | Case Studies

Marketing an ICO: cryptocurrencies, influencers and indaHash

The term ‘ICO’ or initial coin offering burst into the collective consciousness in a big way in 2017. The funding strategy went from being a novel idea thought up in the cryptocurrency and blockchain space to a way for companies to raise millions of dollars in a matter of hours.  

With the money raised through ICOs in the last year rocketing to over $3,000,000,000, it is not surprising that an increasing number of companies are looking to explore the potential to get...

6 February 2018 | Case Studies

Making ‘unsexy’ B2C brands appealing to customers

Thankfully the old and tired maxim that ‘sex sells’ has been largely replaced by a focus on value in modern marketing campaigns. There is, however, still a need for some brands to try and make themselves a bit more appealing to the average consumer.

Not all brands can be sportswear, cosmetics or any other kind of product that can legitimately get away with having beautiful people at the centre of their campaigns. Equally, not all products are exciting or flashy, no matter...

5 October 2017 | Advertising

Re-defining the travel experience through experimentation

Today’s ‘always on’ consumer expects a travel experience that delivers a hyper-personalised package of products and services.

This is challenging the highly competitive travel industry to discover new ways to gain attention and sell their services.

Travel companies must deeply understand consumer preferences and adapt their offers to individual needs. Personalised suggestions, pricing and exclusive offers are extremely valued and can be a key competitive...

15 September 2017 | Advertising

How to disrupt a disruptor

The taxi industry is the perfect example of a traditional business that has been affected so dramatically by technology that the landscape is almost unrecognisable when compared to five years ago.

The customer journey has transformed from calling a local firm in advance, or hailing a black cab, to accessing a taxi with quick click of a button on a mobile. The taxi industry is now a whirlwind of fast-moving rideshare start-ups, posing fierce competition for the more established firms...

6 September 2017 | Case Studies