customer engagement

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.

How brands can use social media polling

Twitter polls have been around for a while, but with Facebook Messenger and Instagram more recently adding similar features to their respective platforms – polls are having a bit of a resurgence.

This also looks to be due to the rise of teen polling app, Polly, which gained huge popularity on Snapchat last year.

gartner hype curve 2016

How AI will impact marketing and the customer experience

Jeremy Waite, Evangelist at IBM Watson, kicked off speaking at a recent DMA event by highlighting the fact that by 2019 there will be 1m new devices coming online every hour.

With so much smart tech in the hands of consumers, will we end up marketing to machines or algorithms? 

He asked the audience to think about how we can use AI to create more meaningful relationships with our customers and use the power of marketing to make a difference.

Which trends are changing the way marketers engage with global customers?

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.

Three ways for marketers to capitalize on live events

Summer is the season for live events like concerts, baseball games, music festivals and more.

Previously seen as simply a one-way advertising opportunity, mobile’s ability to facilitate a conversation with consumers has transformed live events into a key component of cross-channel marketing efforts.

This allows for consumers to become part of the event – whether in person or watching it on television. However, just like any program, a campaign built around a live event requires preparation that identifies goals and key messages to ensure it’s a measurable success.

Arguably this summer’s most talked about sporting event is the World Cup.

And, according to a study conducted by Interactive Advertising Bureau on device usage, nearly half of soccer fans worldwide who own smartphones intend to follow the games via their phone.

Changing consumers, challenging times

As consumers, we are all extraordinarily powerful these days. The wonderful web offers us the chance to hunt out the very best bargains, to research our purchases thoroughly and to read up on what other consumers have to say about products.

It’s an excellent time to be a shopper and service user, but for retailers and service providers this presents many
new challenges. Some businesses have embraced the way the web has
transformed their customer base but others have been slow in catching
up.

Three steps to mobile marketing mastery

Mobile marketing involves much more than big budgets and a mobile-optimised website.

In particular, as social and location intelligence technologies mature, integrating marketing data from these sources in to the mobile marketing mix becomes incredibly important.

As brands build the sophistication of their mobile marketing efforts, there are three things brands should focus on getting right.