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Consumers are connecting with brands via multiple channels, which means retailers must do more to drive customer loyalty.
Marketing teams need to harness actionable insights from the multiple data channels available to them to create engaging and relevant conversations with the customers.
I attended the Adobe Symposium 2015 in London a couple of weeks ago and caught up with John Travis, Adobe’s VP of EMEA Marketing.
We spoke about customer experience: Its increasing importance within marketing, the way it is impacting the way we do business as a whole, and what brands can do to create a consistently positive experience for their customers.
Marketers believe that personalisation is the most important capability for the future of their trade, according to a survey by Adobe.
So what can it deliver?
Although the relationship between dynamic personalisation and search engines is anything but a happy marriage, it seems to be evolving in the right direction.
In marketing it seems like there are new techniques emerging constantly – yet many of these vanish as quickly as they appeared.
Real-time marketing, however, has been tipped to stick around by some of the industry’s leading experts – why is that?
Rarely a day goes by when the Econsultancy editorial team doesn’t receive an email or 10 updating us on an ‘innovative’ development from one brand or another.
Usually I only glance over emails like this. But on a recent Friday afternoon I got one related to booze, and suddenly the sender had my attention.
Our blog merely scratches the surface of what Econsultancy has to offer.
If you scroll up and click on the ‘research’ tab you can access a whole world of comprehensive marketing and ecommerce research, providing all the information you will ever to need to help you achieve digital excellence.
Optimisation leads to incremental gain, while creativity leads to disruption.
In this extract from our Top 100 Digital Agencies Report 2015, I explore how the importance of creativity is being re-evaluated and how marketers are using this to build stronger connections with consumers.
The final of our four Asia-Pacific behavioural marketing roundtable events took place in Bangkok last week.
Senior-level marketers gathered to discuss the trends and challenges stemming from marketing automation, email and behavioural marketing.
This article explores the difference between personalisation and contextualisation and assesses the risks and benefits.
Which one is right for your business?
Every marketing team in every organisation is having to deal with a furious pace of change in all areas of business.
Customer behaviour, technology, media, data analysis, the way we connect and interact with one another and companies… All these trends are evolving exponentially, but not necessarily at the same speed or in the same way in every territory.
This creates many challenges for marketers with a global remit.
Brad Rencher is the senior vice president and general manager of digital marketing at Adobe and yesterday Rencher delivered the keynote speech at Adobe Summit EMEA 2015.