South America

5-key-skills

Five key skills of the modern marketer

Great marketing is not hard to define:  great marketing matters. It is helpful and relevant. It is engaging. Great marketing is about recognizing customer need and increasing brand value, not company interests.

That maxim has never been more true in our digital era. Although most agree that a customer-centric mindset is the foundation for all modern marketing success, truly customer centric marketing remains elusive. Only one in five organizations (22%) even have a customer experience management strategy (Source: Econsultancy’s Customer Experience Management report).

How to upgrade pharma brand planning for a multichannel world

It’s brand-planning season in the pharmaceutical industry and therefore a useful time to reflect on how this foundational process can be enhanced to better serve us to deliver on the promises of “customer-centric” and “multichannel” communications. 

Here’s a look at the common problems that occur during brand planning, and also some helpful solutions.

The myth behind cloud autoscaling for ecommerce sites

It is 2016 and almost a decade since Amazon launched its all-conquering AWS public cloud service.

Infrastructure hosting as we once knew it, has been reduced to a commodity purchase. If you want to host a website or online application, it has never been easier.

Building a highly scalable, fully redundant environment can be done in minutes, using either a browser or one of hundreds of automation tools.

Five social media campaigns celebrating women across the globe

Campaigns celebrating female empowerment are being used by brands to advertise everything from deodorant to designer clothes.

And it’s a theme which, if executed right, can resonate well with audiences both female and male alike. 

In the last year there have been several high profile campaigns along this theme including the #thisgirlcan campaign by Sport England and Always’ #likeagirl campaign, which both achieved massive levels of reach and engagement.

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How to get the most out of your online coupon campaigns

Who doesn’t like a deal? Who doesn’t like to pay less than what everyone else is paying for the exact same item?

Coupons have been in existence since the dawn of the Modern Age and for good reason – they work. 

This is no less true, and perhaps even more so, in the Ecommerce Age. Using coupons is an easy way to increase conversions and augment sales.

Five golden rules when localising for international ecommerce

Understanding what local customers really expect when purchasing from an ecommerce site is an essential factor for success when it comes to international expansion.

Failing to properly localise a website to be in line with local conventions will not only impact how users perceive a brand and feel about using a website, but ultimately effect how likely they are to buy from it at all.

Beyond Brazil: digital trends in Latin America

The beginning of the year is always an exciting time to pore over recent trends and to make predictions as to what the next 12 months might hold for the global digital landscape.

The latest update of our Internet Statistics Compendium strives to bring together key data from our own research, alongside a wealth of research from around the web.

It is our handy guide to help you quickly find the internet statistics you need and to help get your pitch or internal report up to scratch.

Three’s a crowd: how first-party data builds customer relationships

Three’s a crowd, and I’m not referring to failed 80s sitcoms. I’m talking about customer relationships.

Yet according to a study by the UC Berkeley Center for Law and Technology, 85% of the top 1,000 websites have cookies set by a third party.

Propelled by widespread anonymity in the early days of the Internet, third-party cookies have undoubtedly become a staple for many marketers, tracking consumer behaviors across the web with the promise of uncovering invaluable insights.

Not only is this an invasion of consumer privacy (more on that later), but it also prevents businesses from truly knowing and understanding their customers.

First-party data, transparently collected via voluntary user registration, on-site activities and interactions, removes data brokers as middlemen, establishing direct brand and consumer connections and fostering 1:1 relationships.

Let’s take a look at three ways that third-party cookies are hurting your customer relationships, and how first-party data can be collected and used to improve audience understanding and user experiences.

Create customer experiences that people remember

The nirvana for marketers is creating customer experiences that people remember and want to share, but what customers actually crave is human to human interaction and this can be a challenge in a digital landscape when often there is no human contact.

When was the last time you had a digital experience that you truly remembered?

I was at a conference recently where the corporate anthropologist Michael Henderson was giving a presentation.

It was a truly fascinating view into anthropology, which being honest I knew absolutely nothing about, he translated his studies of people and cultures over the years into today’s focus on customer experience.

His findings were fascinating and he summed up by saying the interactions we crave and remember are those human to human moments and it’s not about hi-tech but about hi-touch.