Posts tagged with Accenture

Loyalty programs are losing their sway: here's what brands can do about it

Despite the fact that companies are spending tens of billions of dollars on loyalty programs every year in the US alone, a study conducted by Accenture suggests that consumers are increasingly impervious to the effects of these programs.

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good karma this way

Consultancies are buying agencies: What does it mean for marketing?

Accenture Interactive has announced it has reached a deal to purchase the London-based independent agency Karmarama.

It's the latest acquisition from the consultancy, which has also bought independents in Brazil, APAC, the US and Sweden.

What does this mean for marketing?

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Festival of Marketing

Accenture: customer experience should be the focus of modern marketing

One of the key tenets of our Modern Marketing Manifesto is that improving the customer experience must be the relentless focus of modern marketing.

It states that the customer experience is about “customer centricity as evidenced by the service or product that we deliver across channels. It is about respecting the power and importance of great design”.

Digital technologies present a great opportunity for businesses to create personalised customer experiences. However, the proliferation of consumer touch points also makes it increasingly difficult to come up with a coherent strategy across different channels.

To find out more about these challenges, I spoke to Accenture Interactive EMEA managing director Anatoly Roytman.

And to find out more about creating seamless multichannel customer experiences, come to Econsultancy's JUMP event on October 9. Now in its fourth year, JUMP will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.

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The dos and don'ts of social marketing during the holiday season

In the rush to attract customers during the busy Christmas period social media is an important tool for amplifying marketing messages and engaging with potential consumers.

A new report from Accenture shows that there were predictable spikes in social activity during the holiday period and also examines the types of posts that proved to be most successful in terms of engaging fans on Facebook.

Asking consumers to participate in contests proved to be the most successful tactic for encouraging dialogue, while discount-related posts proved to be a flop.

This may come as something of a surprise, as previous surveys have suggested that the lure of discounts and offers is one of the main reasons that people engage with brands through social.

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Websites crucial to CPG brands: report

Major CPG brands spend eye-popping sums of money every year across multiple channels trying to convince consumers to buy their products when they walk into the supermarket.

When it comes to how that money is spent, you're probably more likely to think about high-profile television campaigns than you are to, say, websites. After all, a funny television ad for a cereal probably seems more appealing than a cereal website.

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Social media isn't just for the kids anymore

When we think of the most avid users of social media and social networking, the image that comes to mind is probably that of a tech-savvy 20-something.

It's well-known that Gen Y has led the adoption of many of today's most popular social media services but is it really correct to assume that Gen Y is still leading the social media pack?

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