Despite all the hype surrounding big data, it’s the small data – the customer’s data –that really impacts the bottom-line. Every time your customers choose to tell you where they are, what they’re doing, what they want and what they’re thinking, they provide bits of information you can use to enhance the customer experience. Over time, all this data, the information you earn from – and learn from – your customers, becomes the currency of engagement. As with any precious resource, you need to protect it and use it wisely. But once your customers trust you with their data, you can leverage it to gain the insights you need to market your brand more effectively.
The global travel industry faces a unique set of challenges driven by distinct industry trends. Travel professionals must satisfy the needs of passengers and guests both in person and online, in real time and across multiple languages. That means ensuring a seamless, consistent experience across channels and interactions. To achieve this, travel professionals must continuously monitor travel and digital trends and adjust their approach accordingly. This paper explores the five key trends impacting the digital experience in travel, enabling you to better understand how they impact your business.
This eBook outlines the significant market opportunity for retailers that can convert Baby Boomer and Millennial prospects into customers. It’s also chock-full of statistics that underscore the similarities – and differences – between the three segments. You’ll walk away with a deeper understanding of each demographic and practical advice for supercharging the customer experience for all of them.
This whitepaper looks at how to optimise interactions and accelerate customer conversions as the window of opportunity for marketers to reach and engage customers has shrunk. Find out: how brands must modernise and transform their marketing to keep up, a breakdown of the "8-seconds" of consumer attention span, and why the new mandate from consumers is based on experience and not on price.
Looking for guidance on how to properly conduct tests prior to launching any email campaign? This whitepaper discusses important areas for campaign managers to test; the best approaches to managing the testing process, seven key pitfalls to avoid, and specific testing best practice for marketers. The sooner you define and implement your testing program, the sooner you will be positioned to send meaningful communications to your customers through the channels they prefer. The more you test, the more you learn and the more you sell.
The new frontier of mobile and social is a game changer, opening new channels in which consumers and brands can interact. This whitepaper details the results of a survey spanning consumers in the US, UK, Singapore and Australia, exploring their expectations of using mobile devices and social media to engage with brands. The results confirm that consumers live across various channels, and as part of their experience there is an expectation of consistency, value and individualised attention. Read more to learn who you’re talking to, what to say and where to say it.
Marketers today are consumed by big data, struggling to find meaning and under pressure to use that meaningful data in smart ways to boost results. But many organizations are reluctant to try and use predictive modelling in their campaigns, due to unfamiliarity and the dependence on complex tools – yet with modern, marketing-friendly modelling tools, integrated with campaign management, it is easier than you think. This whitepaper demonstrates how predictive modelling plays a critical role in streamlining the selection process.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
