With content marketing and native advertising hailed as the latest saviour for publishers, Rene L’Estrange-Nickson is puzzled by the number of publishers, brands and agencies that seem to be getting it wrong.
For retailers in highly competitive markets, the point-of-sale experience they deliver can be just as important as the products and services they sell.
It’s a no-brainer that marketers want to reach their intended audience in the most efficient way possible. This promise of greater efficiency lies at the heart of the concept of people-based marketing, a digitally driven method of finding and serving the right advertising and content to the right individuals.
The rise of ecommerce is pushing brands to outdo each other in providing the best digital customer experience, but has this rapid evolution created a mismatch between customers' expectations for their online experience and what they receive in the real world?
The rise of ecommerce and the surge in consumer choice means organisations need to think of more innovative solutions to keep customers loyal.
For any marketer that has ever doubted the experience they give to their customers, there has always been one benchmark they would have felt comfortable clearing: No matter how complex their interactions, how tedious their forms, or how long their queues, their experience could never be as bad as dealing with government.
If a television ad ran for less than a second, without sound, and was partly or completely obscured on the screen, you could safely assume the advertiser would want their money back.
Getting to know your consumers can better can be a difficult challenge for FMCG companies, with no real chance to engage in anything more than a one-sided conversation in the lead-up to and during the sales process.
For online foreign exchange and CFD broker, Pepperstone, a foray into online retargeting with specialist provider, AdRoll, has since expanded to a broader lookalike targeting that has boosted clickthroughs and overall conversion.
Every customer is a unique individual. So why do so many companies struggle to see them that way?
When you have a customer base that is both young and technologically savvy, it pays to stay at the forefront of customer service technology. This has been the stance taken by Defence Bank, a member-owned bank with 40 branches spread around Australia whose origins lie in serving the needs of Australian Defence Force personnel.
Can one of the world’s newest technologies successfully drive engagement around one of its oldest? The Royal Australian Mint is hoping that an investment in mobile games technology will be able to boost interest and engagement in a product with a history that stretches back more than 2500 years.
It can be hard to rise above competitive noise, especially when your market includes some less-than-reputable competitors. For energy efficiency specialist, Energy Makeovers, success has meant avoiding the reputational damage that arises when poor service from some players has impacted all.
If the growth of online spending is being fuelled by marketers’ desire for ROI, what future does that leave for offline sales and marketing channels?
For many brands today, the desire to become more customer-centric has led to the realisation that existing operational processes or a product-centric model simply aren’t going to cut it. As a result, the hunt is on for new frameworks that truly place the needs of the customer at the heart of decision-making.
