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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?
“Change is around us.”
These were the opening words of Joel Windels, Brandwatch’s VP of inbound marketing, when I attended his talk about social data at the Festival of Marketing today.
The Festival of Marketing has finally arrived! I’ve already attended three fantastic talks, one of which came from the almighty Alan ‘not-so-marketer-friendly-but-still-full-of-sound-advice’ Sugar.
But one of the most interesting talks I’ve seen so far was on the Data and Analytics stage, where Return Path’s senior director of professional services Guy Hanson discussed how external factors can have a big impact on email marketing campaigns.
We’re very excited about our Festival of Marketing kicking off tomorrow, and in anticipation of the event I caught up with one of the speakers on the day, Suki Thompson, CEO and Co-Founder of marketing consultancy The Oystercatchers.
Suki and I discussed the idea of customer-centricity: how brands can create a better customer focus through their actions and technology and which companies are currently doing it best.
Amazon has just opened its first physical bookshop, aptly named Amazon Books.
Based at the Seattle University Village the shop will stock the most popular books from Amazon.com and prices will match those on the website.
The humble website is still the most popular channel for collecting customer data, although data from mobile channels is seen as the most critical for achieving overall marketing success.
This is according to our new report, Multichannel Customer Intelligence, in association with Station10, which explores how brands integrate data into their organisations and manage that data across multiple channels.
In honour of Halloween tomorrow I’ve included no more and no fewer than 13 terrifying digital marketing stats in this week’s round-up.
I mean they’re not actually that scary. But the fact there’s 13 of them obviously means that if you don't read and share this post you'll be CURSED.
First-party data could prove to be the future of online display advertising, according to our new report Digital Publishing: Increasing Advertiser Value Through Data and Identity.
Published in partnership with Signal, the report reveals the opportunities for publishers in the troubled digital advertising world.
Twitter recently launched a new polling feature on its site, and there has already been plenty of discussion around how marketers could use it to their advantage.
But the question remains as to whether this could be a genuinely useful tool through which brands can engage with followers, or whether it is simply a bit of a gimmick.
Customer experience is a popular topic in digital because it's a term that distills down every marketing channel and customer interaction into one simple concept.
That's the beauty of a great customer experience; creating simple solutions for complex problems. (For more of that, join me at #FoM15).
Healthcare has traditionally been seen as lagging behind other industries when it comes to digital marketing.
But now there are some exciting things happening within this sector when it comes to data, mobile, and consumer-focussed digital experiences.
Healthcare marketing has inherent difficulties.
In an industry where the product takes centre stage, how can a company create a meaningful corporate brand that adds value? And beyond the product, what go-to-market innovations can be found in a realm where data security is paramount?
These are just two of the questions facing healthcare and pharmaceutical companies as marketers evolve strategy in response to consumer behavior.