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Delivering a brilliant customer experience is all about balancing genuine emotions with the right tools.
It’s not enough to use technology to deliver a personalised experience on a website, brand’s have to create and measure its emotional impact across every channel to help build relationships and stand out from the competition.
As a major battle begins for UK 4G customers, brands need to be prepared for a rapid increase in mobile customer experience expectations.
O2, the UK subsidiary of Spanish operator Telefonica, is due to launch its 4G service on August 29, finally providing a rival to EE’s market monopoly.
Meanwhile, Vodafone is expected to also launch its 4G service in August and Three is expected to follow suit shortly.
Which campaigns have you seen recently that are defining the digital marketing landscape?
Genius can recognise genius, right? So, we asked this question of some ingenious folk shortlisted for Econsultancy and NMA's The Digitals Awards (we'll be handing out the awards on June 27th at a swanky swank bash).
Search is arguably the most important digital marketing channel (cue angry comments), as it can be used to both drive brand awareness and capture conversions.
In January Google reported Q4 revenues of $14.4bn, a 36% year-on-year increase, which gives an idea of just how valuable search is for brands.
Therefore I thought it would be useful to round up six examples of brands that have achieved success with effective search campaigns.
This past week, all eyes have been on London for Fashion Week AW12.
It’s been one of the most interesting seasons from a digital perspective. Not because all of a sudden fashion brands have ‘caught on’, but because integration with online has matured. It’s more valuable, comprehensive and better thought out.
As such, we've compiled some of the best digitally-enhanced offerings from fashion magazines, designers and the organiser itself.
Vodafone UK has implemented real-time attribution and tag management technology from TagMan in what the mobile operator is calling its strategy for “unstoppable digital”.
It says this will transform the company's understanding of the digital marketing campaigns it runs, radically altering its approach to that investment as it expands activity in this area.
Companies have rushed to embrace social media marketing, but there's more to social media than marketing.
Increasingly, whether companies like it or not, consumers expect companies to respond to customer service inquiries submitted via social channels like Twitter and Facebook.
Unfortunately, it currently appears that companies are generally more adept at social marketing than they are at social customer service.
By now, the @VodafoneUK story which broke on Friday afternoon is, to many of us, well known. However, has this really damaged the reputation of the brand or has it had the adverse affect?
On Monday, @Lakey (Can you see how we're now using Twitter handles instead of names. Most odd) wrote an interesting post on the story which encouraged Dan, a Vodafone representative, to respond, and fair play to Vodafone for doing so. There is mixed opinion about how well Vodafone handled the aftermath because there is no fixed "process" on dealing with such situations.
However, I believe something really positive has come out of this, which may benefit Vodafone and other organisations embracing social media...
You may not think that social media is rocket science, but those big brand early adopters are certainly astronauts exploring an unknown quantity. And space exploration is not without its challenges. Or risks.
One intergalactic incident occurred late on Friday as a member of Vodafone’s social media team cut loose and posted a homophobic remark via the company's official Twitter account.
American iPhone users have been quietly biding their time until Apple ends its exclusive contract with AT&T, hoping for better service, cheaper phones and lower monthly bills. But if the iPhone situation across the pond serves any example, those things aren't likely to happen any time soon.
Starting January 14, Vodafone is set to start selling iPhones in the U.K. But the company's cheapest deal will end up being more expensive over the lifetime of the device than anything currently offered to iPhone users. That's bad news for consumers who expected a little competition would make the iPhone more accessible to users.