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Creating personalised messages for rugby fans is difficult.
Though passion drives engagement, it also means marketers must be sensitive - rugby is a large part of life for volunteers, coaches, players and touchline fans.
So, how has the RFU created its CRM strategy and how did the 2015 World Cup affect engagement?
Pinging from tweet to tweet in my usual magpie-like ‘ooh that looks interesting’ sort of way has brought me to Coca-Cola’s Twitter page, and as all good Twitter pages should, it’s got me thinking.
A snapshot of what’s going on right now includes chatter about the Emmys, a straight ‘buy a promotional pack, enter the code to win’ type message, and lots of shout outs for Coke Studio South Africa.
You don’t have to be a marketing genius to work out what Coke’s up to in its usual highly effective way. But it did prompt a few questions...
How can you win customers back online?
Here's an intro looking at some of the tools you can use, as well as some advice on knowing which customers to target.
Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.
In the real world, what marketers need are discrete ways to track discrete actions. That's why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.
Please add your own two cents in the comments.
Consumers often receive multiple messages from the same advertiser with no acknowledgement of previous engagement, so what could happen if people received ads in order, with each one building on the last interaction?
It may be July, but now is the time to start thinking about the holiday season.
With over 1.4bn internet users and booming economies, Asia-Pacific presents an exciting challenge for ecommerce brands.
To take advantage of this opportunity, many brands are adopting high-end CRM solutions that provide structure and efficiencies to improve marketing automation.
Salesforce is the 800 pound gorilla of the CRM market, but it could soon be a major part of the ad market.
This week, the company announced its next-generation Marketing Cloud, and perhaps the biggest update aims to bring CRM data to media buying.
Econsultancy deputy editor Christopher Ratcliff has built up a broad library of articles that act as a beginner’s guide to various digital marketing channels.
However one method he neglected to cover is behavioural marketing, also known as behavioural targeting.
Gone are the days when social media was seen as the magic bullet, the free media for broadcast marketing.
Now firmly embedded in major organisations worldwide as a means for building an online fan base, our understanding and use of social media is evolving.
How did Grant Thornton roll out an international CRM solution?
Rick Stow ran the global CRM collaborative at Grant Thornton, global accountancy and tax advisory firm, and now focuses on the US.
I caught up with him at Microsoft Convergence 2014 in Barcelona. Here's what he had to say about the large project of rolling out a CRM system.
I've been eating tapas in Barcelona at Microsoft Convergence.
One area I was keen to discuss with Microsoft was retail, an industry the tech giant is doing more in, not just with vanilla CRM but also POS, end-to-end solutions and web.
I spoke to Seth Patton, senior director of marketing for Microsoft Dynamics CRM. Here's what he had to say about change in this sector.