The Intersection of marketing and service: silo-busting tips for marketers who care about customer loyalty
11:00 (BST) | 20 September 2016
The reality of any organisation is that marketing cannot control every touch point our customers encounter – but if we don’t at least influence or get involved in the entire journey, then we waste the work we do to convince a prospect to take the first step.
Marketers must reach across their organisations to ensure the footholds and handholds that customer service, sales, call-centre, point-of-sale and operations manage, are laid out with the customers in mind – not the needs of our own organisational silos.
We explore how to…
Ensure sales teams and product marketers have the tools that make it easy to create collateral that’s both on target and on brand
Ensure that call-centre agents not only know what promotions you offer but can actually access the mailer customers are actually holding
Build a website that knows whether your customer already owns the product being up-sold
Free customer service to tap into and easily join the conversation customers are having about your brand on social media
Speakers:Bian Salins, Head of social-digital, TSB
Rav Dhaliwal, Global Head of Performance Marketing , Marks and Spencer
Tom Smith, Product Marketing Lead, EMEA for Salesforce Marketing Cloud, SalesforceModerated by Antje Derks, Senior Content Manager & Social Media Editor, Haymarket MediaSponsored by:
11 July 2016
With a myriad of channels, mobile first, customer journeys and the single customer view, Brand Republic Insight in partnership with Salesforce gathered a group of experts around the dinner table to explore what it’s like to be a marketing leader in the age of the customer.Sponsored by:
28 June 2016
With marketing practices, client needs, and industry demands all evolving daily, today’s ad agencies need to find the right creative talent to give them the competitive edge. But with a shrinking pool of experienced workers and competition to attract young talent increasing – this is a challenge.
The traditional ad agency model is buckling and is no longer fit for purpose. The agency world is going through major structural and creative changes. New technologies are shaping these, creating a new breed of versatile marketers and creatives, armed with new skills and an ambition to pursue new career opportunities and industry-defining experiences.
In partnership with agency management software provider Deltek, Brand Republic hosted a webinar with a panel of senior advertising experts to talk through the major structural changes and creative upheavals taking place within the agency world.
This white paper uncovers the findings as well as drawing on the results of a survey of top-level agency leaders, to answer how agencies can look to safeguard their future.
You will learn:
• What the 'new normal’ is for the agency world
• How agencies can attract talent in an increasingly active, ‘always on’ environment
• Top tips for retaining the right people
• How to get your resourcing mix right
• Exploiting technology to better understand your team’s profitability or contributionSponsored by:
31 May 2016
What’s holding you back from realising the maximum value from your customer data?
You need a Single Customer View. When it comes to customer databases, marketers are increasingly frustrated by the same issues:
- Lack of access to their own data
- Inability to use their data across multiple channels
- Real doubts that they’re getting ‘value for money’ from their database providers
This whitepaper focuses on the main challenges facing the traditional database marketing industry, gives ideas on how to resolve these and do what every brand wants…increases the value it derives (from its customers!). Throughout it addresses this fundamental question: do you genuinely have a Single Customer View? And if you haven’t, why you absolutely have to have one.Sponsored by:
24 February 2016
There are so many opportunities for media and social engagement. But it’s easy to become lost among the data noise.
This nifty guide, in partnership with Crimson Hexagon, will explain how to leverage the insights from social data to inform every stage of media planning and buying, from understanding your target audience and where to find them, right up to adaptive placement and measuring your success to feed your strategy all over again. We cover:
- Detailed audience insights and benchmarking of dominant conversation
- Placing and optimizing your media to correlate with current conversation as it unfolds
- Learning from placements to nurture new opportunities and audiences
- Measuring success against competitors and over the duration of your campaign
26 January 2016
81.3% of global marketers describe data as important to their efforts. And 59.3% call it “critical”.
Twelve months ago, the GDMA and the Winterberry Group released a report that benchmarked how companies around the globe were leveraging data to engage consumers, build profitable customer relationships and grow lasting value for both parties to that interaction.
The second annual edition of the report provides an even richer perspective on how data is reshaping the practices of advertising and marketing.
The report, in partnership with MediaMath, will include some these key focuses:
- The customer is king: 90.2% of global marketers say they’re focused on predictive analytics and segmentation to better target and engage key audiences
- The money’s on data-driven marketing: 56.3% of global marketers said they upped their annual data-driven marketing and advertising expenditures this year
- Mar tech + ad tech = high priority: The availability of marketing and advertising technology was ranked among the top three highest factors driving investment in data-driven marketing
- Attribution is where it’s at: Improved attribution is the most important factor marketers think will provide more value from data-driven marketing and advertising
20 November 2015
Big data is changing the world a hundred terabytes at a time. It gives marketers the opportunity to deliver targeted and personalised experiences to consumers, who expect exceptional and who are more tech-savvy than ever.
In partnership with Valtech, Brand Republic gathered 10 influential data and digital marketing leaders from the financial services industry for a debate on big data. The objective of the panel was simple: establish big data challenges, then find solutions to future proof organisations against an increasingly turbulent marketing landscape.
Detailing the findings of the debate, this expert report looks at how businesses can embrace the cultural change required and learn to talk in the language of data.
It will explore:
- How the landscape has changed since the days of the ‘simpler’ customer
- What data really matters? And how you can find what’s useful and relevant for consumers
- Where data fits into the wider marketing strategy
- Who has the skills required to tackle big data? And what can businesses do to respond to the new opportunities it presents?
09 October 2015
90% of consumer purchase decisions are affected by online reviews. Today’s tech-savvy shoppers demand transparency and it is the task of brands to match this expectation.
In this expert report, developed in partnership with Trustpilot, we will reveal the results of our exclusive survey, providing a comprehensive overview of the key areas brands are focusing on, how brands are soliciting and engaging with online reviews and how to overcome the challenges of consumer feedback.
We will uncover:
- How to deal with negative reviews and create a band of brand advocates
- Which metrics to employ in order to draw clear and actionable insights from online reviews
- The power of online reviews throughout the purchase funnel
13 October 2015
67% of online retailers are looking to move more media spend to programmatic.
Customer journeys are more diffuse than ever before and brands must now connect with consumers across all relevant digital media channels.
Marketers need the tools to target the right message, at the right time, to the right device. Programmatic has made this a reality, and is a powerful tool for precise audience segmentation ensuring tailored marketing that resonates with consumers.
Download this expert report now, and discover:
- The journey towards programmatic
- Aligning programmatic with business goals and ROI
- The role of programmatic throughout the purchase funnel
Plus, a case study looking at programmatic video.Sponsored by:
10 August 2015
Kramp Groep, based in the Netherlands, offers more than 500,000 items online and takes more than 50,000 customer orders every day.
Maintaining a service-orientated focus is a challenge with such a heavy workload. Kramp Groep needed an agile solution that created a seamless consumer journey.
In this exclusive case study, Kramp Groep reveals the obstacles they faced and their strategy to create a world class customer experience.
Download now to discover:
- How they jumped from 57% to 85% of orders being placed online
- The secrets to their doubling employee productivity
- How they saw a business growth of 12%
08 October 2015
In this competitive data-driven landscape, to find, reach and communicate effectively with your online audience is a challenge for many marketers. As consumers expect personalisation and a seamless end-to-end journey, the pressure is on for brands to get the customer experience right.
There are a myriad of channels available to marketers, for which data enables accurately targeted marketing campaigns built on rich and powerful insights. However, the data driving these channels needs to be of sufficient quality to maximise reach.
Tune into this webinar and we will uncover:
- How to utilise first and third party data to better understand existing and potential customer
- How to successfully benchmark competitors, to help build your new audience
- The importance of measuring your audience: who they are, what they say, what they do online and offline
- How to execute a tailored and relevant marketing strategy
Speakers:Giles Longhurst, General Manager, Consumer Insight, Experian
James De Souza, Head of Customer Analytics, Post OfficeModerated by Edward Craig, Head of Content Solutions, Brand RepublicSponsored by:
24 June 2015
88% of companies acknowledge that ‘bad data’ will negatively impact their bottom line.
For the events industry, this is a pressing matter, especially as delegates increasingly demand tailored content and personalised communications. Inaccurate data can result in wasting resource, contacting suppressions or sending nuisance communications. In turn, any analysis or insight informed by the data may be subject to outputting erroneous results.
Here at Event, C&IT and Brand Republic, in partnership with Mediabase Direct, we have compiled a step-by-step guide looking at how you can ensure your data is clean and up to date.
Download this report now to discover:
- How you can find new opportunities through accurate data
- Best practice when it comes to data acquisition
- Key strategies to keep your data clean
12 June 2015
In the next five years, digital will grow to account for 75% of the enterprise marketing budget. The biggest chunk of this will focus on web content management.
Now is the time, more than ever, to rethink your CMS functionality – simply, it needs to be more than just a tool for adding pages to your corporate website.
The challenge, however, is sifting through the different options available to an enterprise. The solution is found in starting with the basics – what do you want your CMS to do for you?
In this expert report, five vital components of any CMS are tackled with a detailed look at how they can strengthen your content management activity. Download now to discover how to ensure:
- The single view of the customer
- Real-time positioning and targeting
- Multichannel support
- Easy to use interface
- Design flexibility
18 June 2015
Programmatic and the RTB space has dramatically evolved to being a powerful digital marketing tool. Brands are testing and adopting programmatic at an incredible rate, based on its powerful capabilities and ability to drive results. As a result, publishers are enabling increasing amounts of inventory to be sold programmatically - eBay went 100% programmatic for a week in December 2014, and Telegraph Media Group, Time Inc and Dennis have united to form a hub for private marketplace deals.
The reality is, in order to leverage the real value of programmatic, brands need to take a holistic consumer journey perspective. This means having a clear understanding of which metrics and attribution tools to deploy across the path to purchase, and ensure that each component complements the next.
In this Brand Republic webinar, brought to you in partnership with Turn, we will be investigating:
- How to implement and maximise programmatic at all stages of the consumer journey
- How to gain actionable insights into consumer behaviour
- The role of the creative and human in the programmatic mix
All this will be brought to life with a case study from Turn and their collaboration with Experian.
Speakers:Dave Thompson, Sales Manager, Digital Audience Services, Experian
Pierre Naggar, Managing Director EMEA, TurnModerated by Alex Whitson, Director, Brand Republic Insight60Sponsored by:
12 May 2015
Web content management (WCM) software has become the technology and content delivery backbone of digital experiences.
Organisations that want to upgrade for mobile devices, consolidate websites, or expand digital experiences to every customer touchpoint must choose a solid web content management product.
Forrester has evaluated 10 vendors — Acquia, Adobe, Ektron, EPiServer, HP, IBM, OpenText, Oracle, SDL, and Sitecore — on 36 criteria for current offering, strategy, and market presence.
In this report, Forrester focusses on capabilities such as content and experience management, delivery, and optimization as well as on mobile support, cloud deployment, and integration with components such as marketing and commerce.Sponsored by:
30 March 2015
91% of event professionals have seen a positive ROI from implementing an event app.
Delegates now expect or even demand an interactive and tailored experience at the events they attend. This includes real-time updates, tools to arrange meetings or find exhibition stands, and an easy way to discover additional content on the topics that interest them.
For the event organiser, an app is the ideal solution to create a standout experience. Not only cutting out costly paper programmes, they add value to the attendee experience and create new opportunities for sponsors.
However, the transition can be daunting and getting attendee buy in a challenge. In this expert report, from C&IT and Event magazine, in partnership with Guidebook, these issues are combated with insight from an exclusive survey of over 500 event professionals using apps.
Download now and discover:
- How to guarantee attendee buy in and ensure smooth implementation
- How an app not only cuts costs but eases the organisational process
- How apps can innovatively add value for the attendee and event organiser
16 February 2015
With 34.8 million active Smartphone users in the country, UK mobile traffic has now overtaken desktop traffic. Despite this rapid growth, many brands still fail to maximise their mobile marketing potential when compared to other channels.
In this expert report, various mobile advertising options are explored. Each option is accompanied by clear analysis and statistics to help you make the right decision when developing your mobile marketing strategy.
Download now, and discover:
- What the growth of mobile means for you
- The myths surrounding mobile marketing
- What should be on a successful mobile campaign checklist
06 February 2015
The starting point of a data acquisition strategy must come from an understanding of the consumer. In the UK, web pages are accessed 68.1% of the time on desktop computers, 24% on mobiles, 6.8% on tablets and the remainder on other devices¹.
Understanding where to capture data also gives a realistic idea of what information can be captured, across multiple platforms and devices.
In this expert report, nine different consumer touchpoints (from desktop websites to transactional engagements) are assessed to see how they can deliver maximum value when it comes to data capture. This is followed by a guide of how to safeguard, prepare and employ this data to ensure the greatest returns.
Download now and learn how to rejuvenate your data acquisition strategy.
¹ comScore Device Essentials, EuropeSponsored by:
27 November 2014
Consumers rely on powerful search tools to navigate the colossal volume and depth of internet content. This reliance is what makes search result placement critical for advertisers: search tools are the gatekeepers to product visibility. However, the evolution of paid search has not been driven by advertiser needs, but by fundamental changes in online consumer shopping behaviours. In this survey, we're exploring the importance of paid search in the wider marketing mix and looking at how paid search is evolving, particularly in relation to retail. Please take a few minutes to complete our (very) short survey and as a thank you we will:
* Terms and conditions apply. In taking part in this survey you agree to our terms and conditions, to view these click here. Entries close 11:59pm 31st December 2014.9 questionsSponsored by:
06 November 2014
The majority of marketers manage at least 20% of their ad budgets programmatically, and two thirds are planning to double that spend over the next 12 months¹.
This shift is easy to understand: Programmatic is providing greater performance, transparency and ROI for brand’s budgets, plus marketing messages can be targeted and sequenced over an entire (cross-platform) consumer lifecycle.
Despite brands’ eager adoption, there is still a knowledge gap regarding what it is and what it does. The CMO Club and MediaMath surveyed 225 CMOs to understand their awareness and investment in programmatic.
Download this report to see how leading brands are implementing programmatic, in order to efficiently and effectively drive marketing ROI.
¹ AdExchangerSponsored by:
04 December 2014
In the UK, real-time advertising accounts for 14% of brands' total display ad spend, which is an 80% increase from 2013¹. Some brands are making real-time buying the core focus of their marketing strategy, such as Procter and Gamble, who are planning on buying 70% of their digital ads programmatically by the end of the year.
With such huge growth sweeping across the digital landscape, every marketer today needs to understand how programmatic buying can help them run efficient, personalised and ultimately more profitable campaigns.
In this live webcast, Brand Republic in association with The CMO Club and MediaMath will be looking at the results of their survey conducted with 225 marketers, in order to understand the benefits and how to overcome the challenges of adopting programmatic advertising.
Register now and discover:
- The mechanics of programmatic buying and its effectiveness
- How to overcome barriers when applying data to marketing campaigns
- Effective ways of working with internal and external teams to execute a revenue driven marketing practice
¹ Infectious Media’s "Intelligent Real-Time Advertising"
Speakers:Nadine Dietz, SVP of CMO Content Leadership, The CMO Club
Dave Reed, Managing Director, EMEA, MediaMathModerated by Georgia Cockerell, Head of Content, Brand Republic Insight1 hourSponsored by:
13 October 2014
There are over 50 billion connected devices that together form the Internet of Things, which Cisco predicts to be a $14 trillion revenue opportunity.
As a marketer, the challenge is navigating this landscape of connected devices to understand how valuable data can be captured to provide actionable insights.
In this expert report, we examine the steps to implementing an IoT strategy with tips on how to overcome the obstacles:
- How best to acquire and manage data across devices
- How to use this data to create connected experiences that resonate with consumers
- How the connected experience can nurture and enhance loyal customers
Plus, read the inclusive case study from Nike, describing how they created a holistic online and offline experience using data from their FuelBrand product.
Click below to see how an IoT focus can create new opportunities for your brand.Sponsored by:
08 September 2014
25% of digital video advertising is currently sold via programmatic means, and this is anticipated to rise to 70% in the next three years. By 2017, programmatic advertising will account for more than half of all digital advertising transactions.
Starting out as an efficient way to sell off remnant digital inventory, programmatic has continuously evolved. From facilitating real-time bidding for online impressions, it now encompasses managing and optimising customer engagement in a multi-channel environment.
As audiences fragment across channels and devices, programmatic advertising is increasingly becoming a necessary investment for brands and their marketers. The result, with correct implementation and segmentation, is precise and bespoke delivery of marketing content.
Download this expert report to discover the 6 key trends to follow in order to understand customers in the programmatic marketing space.Sponsored by:
22 July 2014
The necessity for brands to communicate with their customers through highly targeted and personalised messages is now fundamental to ‘good’ marketing.
However in this multi-channel era, the average customer journey and buying cycle is becoming increasingly difficult to define. Therefore, marketing automation is now more important than ever in order for brands to effectively deliver a truly customer centric marketing strategy.
To quote Forrester Research, “marketing automation captures buyer behaviour - the greatest untapped asset marketers have.”¹
Download this white paper for 10 top tips to ensure your marketing automation platform becomes one of the best investments you’ll ever make.
¹ The New Physics Of Lead-To-Revenue Management (Forrester, 2013)Sponsored by:
02 July 2014
Only “8% of companies can determine ROI for all of their social media spending.” ¹
In a multi-channel digital world, it is necessary for brands to have clear and achievable social media goals. By doing so, they can turn insights into actions that produce tangible results. If they don’t, then their social presence is reduced to hope and guess work.
So, what makes a successful social media campaign? To answer this, we must look beyond just positive and negative online sentiment, and deep into a brand’s business plan and each department’s aims.
For example, marketers might want to track a hashtag campaign, whereas a PR team wish to monitor the fallout from a crisis, but both need to understand the impact on the overall brand.
Useful KPIs measure and then deliver. They can be used to pick out meaningful interaction, enlist support of brand advocates, and inform future strategies. In this expert report, Synthesio delves into the benefits and science of creating KPIs for greater ROI.
¹ Companies continue to struggle with social media measurement: report - EconsultancySponsored by:
17 June 2014
The volume and depth of consumer data that marketers are able to employ to improve their content marketing is becoming increasingly complex and powerful.
With the proliferation of digital and connectivity across multiple channels and touch-points - from online stores to SEO to mobile shopping - the marketer is privy to a massive array of data, ranging from demographics to real-time behaviour.
So how can brands use their increasingly sophisticated data to maximise their ROI? Brand Republic Insight outlines a five-step guide to creating a cohesive content strategy.
Download your free copy here.8 pagesSponsored by:
03 July 2014
Today’s empowered customers look for personalised and engaging brand experiences every time, through every channel. When brands don’t deliver this, customers take notice: $83 billion is lost every year in the US due to poor customer experience.*
With the right engagement strategy, organisations can drive customer acquisition, retention and efficiency. In a recent survey by NewVoiceMedia, 72% of overall UK respondents said that a good experience had a considerable influence on their loyalty.*
So how will you deliver an exceptional experience across all points of interaction to customers, stakeholders and employees?
In this live webcast, Brand Republic and IBM reveal 5 steps to deliver personalised, relevant and seamless experiences:
- Step 1: Map your current customer journey: identify behaviours and learn how, when and where to connect with your customers
- Step 2: Personalisation and integration: ensure consistency and user engagement across multiple touchpoints
- Step 3: Content and communication: develop flawless brand experiences through social and mobile to create meaningful customer interactions
- Step 4: From offline to online, C-Suite to shop floor: pinpoint areas of struggle and resolve them
- Step 5: Learn how to use technology to optimise the customer journey for the future
IBM Digital Experiences white paper 2014
Speakers:Jon Machtynger, CTO, IBM Collaborations Solutions, UK and Ireland
Paul Fabretti, Digital and Social Media Lead, Telefonica
Sarah Grzybowski, Marketing Manager - Omni-Channel Marketing, IBMModerated by Georgia Cockerell, Head of Content, Brand Republic InsightSponsored by:
01 May 2014
Pooling data effectively from multiple touch points enables marketers to (almost!) read the mind of consumers and engage them with relevant, perfectly timed messages. So are you sitting on an untapped goldmine? Do you have 360° insight into your customers' behaviour? Could you do more with these insights?
Tune in live to this Brand Republic webcast where presenters from Turn and Sojern share winning strategies and their experiences of successfully integrating, analysing and acting on an ocean of insight to deliver creative marketing strategies and ROI.
- Be data savvy: Pinpoint the most valuable data from across your business
- Integrate: Gather your data into one place to achieve a single customer view
- Enhance ROI: Deploy data most effectively to create true personalisation and increase conversions
- Moving beyond email! Unleash data's full business value from influencing ad targeting to improving customer experience
Speakers:Pierre Naggar, Managing Director EU, Turn
Stephen Taylor, VP and Managing Director, International, SojernModerated by Philip Smith, Head of Content Solutions and Studio, Brand Republic GroupSponsored by:
22 November 2013
Creative magic and analytics; what is the winning formula for marketing success?
In last year’s Marketing Power 100, Unilever’s Marc Mathieu urged marketers to create magic for consumers with the mission statement of “More magic, less logic”, encouraging them to take creative risks. But how does this sit with marketing decisions based on insight from data analytics?
Marketers are finding it increasingly difficult to find the perfect balance between cutting edge creative campaigns that engage consumers and effective, analytical advertising that drives ROI.
In partnership with Ohal, a global marketing effectiveness consultancy, Brand Republic is exploring how marketing directors and key decision makers arrive at their decisions.
Take part in our quick 10 question survey and we will:
- Enter you into a prize draw to win £200 John Lewis vouchers*
- Send you the survey summary results and a copy of the expert report informed by the results
*In taking part in this survey you agree to our terms and conditions, to view these click here. Entries close 11.59pm 28th February 2014.Sponsored by:
30 January 2013
Powering a consistent brand message across a multichannel campaign calls for seamless collaboration. So if you’re working with a large team of people, often stationed in different places, choosing the right messages and channels whilst keeping everything in sync and on deadline can seem like an impossible task.
This Brand Republic webcast offers practical insights to help you synchronise your multichannel campaigns and boost ROI:
- Keep teams connected and collaborating with anytime, anywhere mobile and cloud access
- Integrate your campaigns by choosing the right digital channels for your brand’s message
- Stay ahead of the curve and keep innovating to ensure your message resonates and sparks engagement with your target audience
Speakers:Matt Muniz, Head of Integrated Communications, Andrex
Dolan Hewison, Projects and Personnel Director, Ear to the Ground AgencyModerated by Alex Whitson, Director, Brand Republic InsightSponsored by:
02 October 2012
In a recent IBM study with 1700 Chief Marketing Officers, the four biggest challenges identified were the explosion of data, social media, the proliferation of channels and devices and shifting consumer demographics. These factors are serving as catalysts for change and the struggle we all face is how to turn those challenges into opportunities.
Download this expert report for valuable insights and practical tips from 1700 CMOs worldwide to help you cash in on the opportunities presented by an evolving multi-channel world.72 pagesSponsored by:
30 October 2012
- With so many customer touchpoints online, understand where to start in analysing this abundance of data
- Learn how to turn multichannel analysis into actionable behavioural insight
- Based on real case-studies, hear how to translate digital behavioural insight into conversions
Speakers:Dan Burke, VP Business Discovery, Autonomy
Will Cook, VP Multichannel Marketing, HPModerated by Alex Whitson, Director, Brand Republic Insight60 minutesSponsored by:
07 August 2012
As an event organiser, your customer database is the most important tool in promoting your events and with a plethora of evolving social media channels at your finger tips, this is a key place to start. Social media provides a wealth of outlets to showcase your events, connect, engage with and grow a dedicated following. With compelling content and the right monitoring, you can reach dizzying heights. So are you leveraging this properly?
This expert report offers simple steps to help you grow an active, interactive customer database on email and social media. With tips on brand protection to ideas for special offers and competitions, download your copy here and start building a thriving customer fan base.13 pagesSponsored by: