Why cleaning your brand’s data is to key to improving accuracy and relevance

The goal of marketers is to provide customers with an outstanding experience that delights at every touchpoint and exceptional enough to ensure each individual’s journey ends with a purchase. But sometimes, we find that even when marketers think they are putting their best foot forward, some customers never respond.

Are brand marketers missing the mark? Or is their brand’s poor data-keeping practices preventing them from even reaching their customers in the first...

1 April 2019 | Best Practice

Putting marketers and the C-suite on the same page through technology initiatives

Corporate narratives are changing. Thanks to the branding teams at household names like Gillette and Nike, brands are daring their leadership teams to be bolder in their marketing and use their global reach as a platform for encouraging societal change.

Using overarching corporate brand exercises to elevate a brand is one thing and they go a long way towards increasing customer acquisition, but in the age of the constantly-connected customer, creating impact at a more granular level...

31 January 2019 | Best Practice

Avoiding Frankenclouds – why you need built, not bought

Here’s an interesting question – would you choose a solution that has been purpose built to handle all aspects of a marketer’s needs? Or would you prefer to use a solution that has been created through a variety of sources, in a vain attempt to offer some semblance of an all-encompassing offering, which would you go for?

For some organisations they have no choice but to work with what they have. Those investing in new solutions would likely use the former –...

19 March 2018 | CRM