United Kingdom

Three trends shaping the future of customer engagement in marketing

What is the future of customer engagement?

A few decades ago, the most effort that the average brand made to “engage” with its customers would be broadcasting a message at them via a billboard, magazine, or television ad.

The best way to persuade customers to buy products was thought to be by proclaiming their greatness, usually in a catchy or memorable way, to as wide an audience as possible.

A Post Office branch, situated inside the Post Office headquarters.

The Post Office: How can a 375-year-old brand attract the best in digital talent?

The Post Office is one of the UK’s oldest and most trusted brands.

So what do you picture when you hear “the Post Office”? Possibly a dimly-lit room with a counter at the back of a small shop, with racks of brown tape and padded envelopes for sale; or perhaps a twee, green-painted building with an awning in the middle of a town high street.

The week in digital transformation: voice-enabled government, digital NHS & IT managers under pressure

Welcome to The Week in Digital Transformation, our regular round-up of the most interesting news, ideas and research from the past week to shed light on the mysterious process of “digital transformation”.

This week, the UK government is getting on board with voice in a bid to make government accessible in new ways, and one of the largest NHS trusts in the UK is creating its own electronic patient records system to deliver integrated healthcare.

The week in digital transformation: Volkswagen joins the sharing economy & Coca-Cola transcends reality

Welcome to The Week in Digital Transformation, a regular round-up where we look back on the most interesting ideas, announcements and developments in the realm of digital transformation over the past week.

This week’s instalment is packed with big names, as Coca-Cola, Volkswagen and Manchester United are all doubling down on digital transformation in different ways. Coca-Cola wants to use AR to go beyond reality, Volkswagen is joining the sharing economy, and Man United has unveiled a gleaming new app and website as part of its broader transformation strategy.

Influencers face crisis of confidence in light of CMA investigation

Last week, the Competition and Markets Authority (CMA) announced that it has launched an investigation into influencers who fail to disclose that they were compensated to post content on behalf of brands.

“Social media stars can have a big influence on what their followers do and buy. If people see clothes, cosmetics, a car, or a holiday being plugged by someone they admire, they might be swayed into buying it,” George Lusty, the CMA’s Senior Director for Consumer Protection, stated. “So, it’s really important they are clearly told whether a celebrity is promoting a product because they have bought it themselves, or because they have been paid or thanked in some way by the brand.”