It is common knowledge that good customer experience can drive your brand forward and encourage growth. If you don’t have any customers, you don’t have any business. So, creating the best experience for your customers is imperative. George Jacob at PeopleMetrics had a great analogy on this. He compares the customer experience to lily [...]
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OK, what is Garra Rufa? For many of you, you may not be aware of the “beautifying” qualities of the Garra Rufa fish. A variety of the Turkish toothless carp, this fish has been part of the growing craze offered by beauty therapists around the world to those people that desire beautifully soft feet. [...]
As you know “fads” come and go throughout our life. Who can forget such magical and wildly popular toys such as The Rubik’s Cube, inline skates, slime and more recently, fidget spinners, and Loom bands? In their first week of sales across the UK, these tiny loom bands amassed sales revenue of more than [...]
It's easily done, you focus more and more on leveraging your current customer base because it's too hit and miss (and therefore expensive) to find new ones. GDPR didn't help that process, and digital fatigue of consumers is also not useful. Home shopping has been consistently growing year on year as more brands get [...]
Over my years of selling Print Solutions and now more recently, integrated communication strategies to an array of organisations, it has allowed me to have meetings with some of the great (and not so great, I’ll be honest) marketers of our time. As the position of “print buyer” got consumed into other titles over [...]
Measuring results is the ultimate in accountability for marketing spend. It’s not always easy, so you have to be extremely clear when setting internal expectations. The best way to do this is to revisit those strategic objectives we set out right at the beginning, and determine how you plan to measure the success of [...]
The ICO has just released their 2018 version of their Annual Track report. The report measures the public's trust and confidence in how data is used, and made available. The the advent of and publicity surrounding GDPR, overall trust and confidence has increased, but the public tend to trust public bodies more than private bodies [...]
As we’re focusing on acquiring net new customers, let’s concentrate on channels and approaches that are effective in that area. Data sourcing Now that you have established who your ideal customers are, now we need to go and find them. This job is now much easier, and far less hit and miss, as you [...]
So far you’ve established your strategic priorities and objectives (see blogs 1 and 2), and you’ve analysed your customers and know whom you want to go after. Now you need a data strategy to support that. Why a data strategy is important As internal budgets fight for priority, we often get asked “why should [...]
Understanding your audience We focus on helping customers gain more net new customers, so we’re going to take a look at how best to do that, now that you’ve got your strategic goals and related activities established (see previous blog). Using the example in that blog, we can see that the first initiative was [...]