1. Introduction Marketers have always sought to find the most relevant buyers for their products. In the 1950s, this concept took a step forward when Wendell Smith published an award-winning article in the Journal of Marketing on product differentiation and market segmentation. This article put segmentations on the map for marketers, and soon market segmentations […]
"Globally, 40% of companies say that driving customer lifetime value is a high priority for their organisation"
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Research, Trends and Best Practice
1. Introduction 1.1. Executive summary Billions are being spent on digital marketing each year and the availability of digital analytics is better than ever. Although these tools are hugely beneficial to brands, they empower digital marketers to understand the ‘what’ much more than the ‘why.’ With a heavy focus on machine-optimised performance marketing, many new […]
From the Blog
According to a study conducted by the University of Technology Sydney (UTS) Business School and published in the Journal of International Business Studies, customer satisfaction is now the most important marketing metric today, influencing over half (53%) of all marketing mix decisions.
The path to purchase or conversion is no longer linear, with customers often using a variety of devices and channels.
Tomas Salfischberger is the founder of Relay42, an intelligent journey orchestration platform built for AI-driven customer journeys.
According to Econsultancy research, 60% of brand marketers believe that proving marketing effectiveness is more important now than it was two years ago.
When conducting user testing, recruiting the right people to test your product or website is all-important.
Marketing in 2018 is increasingly scientific and data-driven, with an emphasis on research and testing, hard quantitative data, and incorporating skills and techniques from scientific fields.