However, the value of this individual to any business must not be underestimated. In fact, Wired describes the emergence of the CDO as “a transformational change that elevates the importance of data to the top of the organisation”. Read More
Tag Archives: retail
A natural. So good, you don’t even realise how good you are.
To coin some pseudo-marketing-psychology, you have moved to the fourth stage of learning when it comes to making purchase decisions: you have an ‘Unconscious Competence’ in shopping. You are a Shopping Ninja. Read More
Mobile marketing is reaching an evolutionary point that has not been seen since the launch of SMS and the introduction of smart phone apps. It begs the question of whether it is just coincidence that some major innovations and behavioural changes come at a time when the markets are depressed and businesses need different technology to give them that competitive edge. This is exactly what the industry is experiencing in spades at the moment.
The tools available to today’s marketers include everything from new devices, gesture driven user interfaces, location awareness, augmented reality, audio detection, single click payments, scanning, loyalty and coupons. These can be picked up by brands to fix the fragmented multi-channel consumer world that has turned the traditional purchase journey on its head. Read More
Vanity marketing has had its day. Organisations can no longer afford to spend money on social media campaigns that deliver no quantifiable return. It is time for Facebook to justify its $80bn valuation and for social marketers to demonstrate something more tangible than nebulous brand recognition figures.
The problem is that social campaigns don’t generate sales. Consumers rarely click on Facebook ads – perhaps then even only by mistake. So how can brands exploit this rich platform of one billion regularly returning users and deep behavioural insight to turn engagement into revenue?
Digital investment is booming. Despite the tough economic climate and mounting pressure to directly increase the revenue of the overall business, marketers remain committed to investing in digital communication channels. But, whilst the importance of data continues to rise, a class structure is emerging when it comes to investment in technology.
A recent article by Matthew Chapman on online content creation really hit the nail on the head in terms of the growing power of ecommerce. It nailed the fact that brands need to adapt to the numerous opportunities being presented to them by changes in consumer behaviour.
As deeply involved as I am in ecommerce, it still surprises me how many brands, key decision makers and marketing managers are unaware of the basic facts surrounding the continuing online revolution.
For the past three or four years, mobile has been purported to be the next big thing for everything from publishing to ecommerce. But it is only now that it is finally reaching critical mass, particularly in terms of the profitability of m-commerce, and having an undeniably substantial impact on the way in which we shop.
Social scientist Edward Heywood, computer engineer Peregrine Park, and business management student Sharan Soni have put their skills together to create Urban Cloud – “a social network that unites people on a platform designed to promote collaboration”.
A challenge is to know what technology to invest in when it everything changes so fast. In such circumstances, it is a great help to root oneself in the way consumers make decisions and consider how technology can best be used to persuade them. There are three key principles of persuasive decision interfaces and in each case digital technology can give the offline retailer an edge: Read More