CX research needs to be BAU if it’s as important as marketing says it is
Human insight is in high demand and customer experience is being prioritised, but this hasn’t yet translated into consistent execution of research.
Barilla’s VP Data & Analytics: ‘at the end of the day, we want to get more people to enjoy our brilliant pasta’
Lyndsay Weir discusses how to build a data team with an external lens, one that is designed to serve the consumer and not exist merely as an internal business function or silo.
Choosing an influencer: what are the key considerations?
For marketers to select influencers who are a relevant and authentic fit for the brand and the audience, the process needs to be a careful balancing act between qualitative and quantitative research.
Bionic’s third age of CX: hybridising digital and world-class human service
“We’re entering a third era of customer experience,” argued Glyn Britton, Bionic’s Chief Customer Officer, at Econsultancy Live last week. Britton believes this is the case because – despite CX leaders being three times more likely to outperform their sector than mainstream competitors, according to Econsultancy research – “there are some really fundamental customer needs […]
Ecommerce brands grappling with sustainability challenges have an opportunity to stand out
Consumer concerns about the climate crisis show no sign of abating. Indeed, since 2018, Britons have increasingly listed the environment as a top-three issue facing the country. This peaked at 40% of the UK population during 2021’s COP-26 summit (a 400% rise on early 2018) according to YouGov. It’s no wonder that so many brands […]
HR and marketing leaders reflect on creating a culture of learning
Talk of a “Great Resignation” has dominated conversations about recruitment, retention, and workplace culture since midway through 2021, as the ongoing Covid-19 pandemic prompts a widespread reassessment of priorities and working conditions. The Marketing Week Career and Salary Survey 2022, which surveyed more than 4,400 UK marketing professionals to form a snapshot of marketers’ experiences, […]
Brands should fix the roof before it rains with a proactive loyalty scheme: Prezzee’s James Malia
Consumers are increasingly questioning how they spend (and how they can cut back) due to rising living costs. In the UK, BRC figures show sales growth is slowing, with March 2022 seeing a rise of 3.1%, down on a 6.7% rise the month previously. For brands, tighter budgets could have an impact on customer loyalty. […]
How sustainable content puts people at the heart of digital engagement
As the digital world begins to impact the planet, Ana Tolić, President of CMG Digital, explains how a focus on people – not platforms – delivers a sustainable digital future.
‘There is no point in being feature-rich if your UX is poor’: Stravito’s Thor Olof Philogène
The knowledge management solution’s CEO and founder tells us more about his SaaS business and what it does for market research and insights.
Email marketing trends in 2022: examining design, privacy and process
April Mullen, Director of Brand and Content Marketing at SparkPost, outlines 2022’s top industry trends for email marketers.
Virtue Worldwide’s Susan Pratchett: ‘brands are increasingly being left outside of culture’
Susan Pratchett is Managing Director for Europe at Virtue Worldwide, a creative agency born from the Vice Media Group. I recently caught up with Susan to discuss her role and her opinions on the evolution of brand advertising. Tell us about your role… What does a typical day look like for you? I’m Managing Director […]
Email continues to convert but “everything a customer receives should make them feel valued”: Cheetah Digital’s Tim Glomb
In a recent webinar, Cheetah Digital’s VP Content Tim Glomb broke down some key takeaways from their latest consumer research.
Huge opportunities for ecommerce brands brave enough to diversify: ShipBob’s Enda Breslin
Enda Breslin is General Manager EMEA of ShipBob, a tech-enabled third-party logistics platform that fulfils orders for ecommerce businesses. Launched in 2014, the company gives brands the analytics to track and ship stock globally. I caught up with Enda to find out more about his role. We also discussed the biggest challenges (and opportunities) for […]
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Six lessons from Mars Petcare’s dive into D2C during the pandemic
When you hear the brand name ‘Mars’, what is the first thing that springs to mind? Chances are, it’s probably sweets, since Mars is best known as the company that owns confectionery brands like Galaxy, M&Ms, Snickers, Twix and many more. Far less widely-known is the fact that Mars is one of the world’s largest […]
YunoJuno’s Shib Mathew: the labour market hasn’t responded adequately to how people choose to work
Shib Mathew is the founder and executive chairman of freelance management platform, YunoJuno. I chatted with Shib about his role, YunoJuno’s recent growth, and his thoughts on the evolution of the workplace. Talk me through your role… what does a typical day look like for you? Every day is different which I absolutely love. Since […]
The rise of creator commerce: LTK Europe’s Dave Murray talks growth, video and metrics
Dave Murray is Managing Director Europe of global influencer marketing platform, LTK. I recently spoke with Dave to hear more about his role, how the influencer industry is evolving, and LTK’s ambition to be the driver of ‘creator commerce’. Tell us about your role… how did you get into the industry? I joined LTK a […]
The future of retail: personalisation that stays cool, not creepy
Where do you draw the line between convenient and creepy? Making it easy to hunt down a favourite product is one thing. Indeed, customer sentiment towards recommendations from a brand based on past purchases is generally positive. But having a brand hunt you down relentlessly, stalking you from site to platform to device, can put […]
GA4 “akin to deploying a brand-new tool”: analytics expert Andrew Hood on Google’s sunsetting of UA
Lynchpin’s Andrew Hood says though it might be described as a “new version”, GA4 brings with it “different implementation requirements, different metrics, different reports and different limitations for everyone to get their heads around.”
How CX analytics platforms are improving customer journeys
Digital transformation has accelerated rapidly over the past two years. According to PwC, 53% of businesses (in a survey of 1,250 global executives) have accelerated digital transformation in this time, with 57% reporting that technology has been critical to their performance. Companies that have invested in digital technologies, processes, and behaviours in the past two […]
Four trends driving brand events and experiences in 2022
Companies are ramping up investment in experiential marketing, as consumers crave in-person experiences. According to AnyRoad, 81% of brands say their event and experiential budgets will “match or exceed” pre-pandemic levels in 2022. But post-pandemic, is experiential strategy the same? Here’s a look at how companies are attracting people IRL, and some trends driving the industry. […]
Netrush’s Joce Macdonald on the three priorities of successful ecommerce brands
Joce Macdonald is Head of Growth Marketing at ecommerce accelerator Netrush, a company which provides everything from creative services to third party logistics. I recently sat down with Joce to find out more about her role, her biggest professional achievements, and her predictions for how ecommerce will continue to evolve. Tell us about your role […]
What is design thinking?
When people talk about ‘design thinking’ nowadays, they are referring to a specific definition: a methodology and organisational approach to solving problems and building products. Design thinking is about bringing these tried-and-tested methodologies to a wider audience and wider stakeholders across the organisation. Over the past few years, ‘design thinking’ has gone from being an […]
The business case for UX
Whatever the organisation’s relationship with UX, the goal should be the same: to make a product or experience that solves a problem for a user and delights them in the process of solving it. But what about building a business case for UX? Why invest in UX? Why and where is UX important? How do […]
A marketer’s guide to China’s key social media and ecommerce trends
Understanding China’s internet and marketing landscape is no longer just the preserve of ‘China-watchers’ or entrepreneurs who want to start up a business in China.
What is digital shelf analytics?
With even more retailers now battling for space on the ‘digital shelf’ (i.e. the various places that we search, research, and buy products online) – being able to effectively capture the consumer’s attention is key. To increase the chances of this happening, retail brands must stay on top of multiple factors, such as ensuring product […]
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