First my wallet, now my phone, are stacked with customer loyalty cards, emails, and apps. But what do customers want in loyalty schemes?
The customer loyalty market is in a state of flux. While physical cards decline amidst low-contact social distancing, notifications and emails from my favourite brands are more targeted (and appealing!) than ever.
With marketing budgets tightening, customer engagement is a wise area to defend. Recent studies show it can cost up to 5x more to acquire a new customer than to retain an existing one.
Loyalty schemes are expensive to implement, promote and very costly to manage, both online and offline. But are they making a difference? Do they increase customer engagement, and what can we learn from the best examples?
Managing customer loyalty schemes
Whether it's an in-house managed scheme or being part of an external…
Marketers can no longer afford to make 12-month marketing plans and review them annually. The agile approach of marketing enables them to review the performance of their campaigns every 2 weeks, recalibrate the process and iterate accordingly
There was a time when marketing was fairly simple. If you covered print, radio and television, your marketing campaign was in good shape. Marketing plans were made annually and were rarely changed.
With those simpler days gone, marketing is evolving at a supersonic pace. Most marketers still work on quarterly plans. However, in this digital world, a lot of change happens in 90 days. Marketing teams need to respond accordingly.
For example, team one measures, iterates and recalibrates their process every two weeks instead of a quarter.
Team two only adjusts their plan every quarter.
Team one is 543% faster and delivers 6x more often.
Sounds efficient, right?
While agile methods deliver at this rate, traditional marketing won’t allow you…
Businesses will always need specialist digital skills
So, Mark Ritson believes it’s time to shut down digital marketing teams for good. I disagree. Why? For the simple reason that for businesses to compete, digital marketing demands excellence in specific digital skills, which are integrated throughout marketing.
For me, larger businesses need a core digital team or Digital Marketing Centre of Excellence to ensure that digital marketing investments are prioritized and the latest techniques are used to ensure businesses can compete through digital marketing platforms, such as Facebook, Instagram, Google, and LinkedIn, which influence so many purchases today.
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I'm not saying that marketing roles aren't important, far-from-it. Marketing directors, brand, product, and campaign managers are at least as important to…
Recent news stories have shown influencers in a bad light, which could impact their effectiveness when it comes to brand partnerships
You can’t scroll through Instagram nowadays without seeing a perfectly posed photo posted by an “influencer” either selling something or themselves. This hugely popular form of marketing has really taken off, creating a new breed of celebrity and opening up now opportunities for marketers.
However, you have to question whether influencers take things a little bit too far and whether they are actually influential in the first place. It’s all well and good working with a brand that you believe in and want to recommend to followers, but the influencer world now seems to be more about freebies than authentic recommendations.
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Christmas advertising is bigger than ever, but are brands delivering festive cheer this year? We've taken a look at the biggest Christmas adverts from 2019
It seems like Christmas advertising starts earlier every year, with brands determined to make an impact with high-budget ads that tell stories and promote a festive feeling as well as their products.
But is this push actually paying off or are brands failing to deliver the messaging that people want at Christmas time? We've taken a look at Christmas ads from some of the biggest UK brands to see whether they think they were worth the marketing budget.
Ikea - James Story
Making a Christmas-appropriate advert that avoids all the hits (Santa, snow, large present boxes, etc.) is a challenge and Ikea takes a decent stab at things here. It’s distinct, but I’m struggling to get past…
Opinion: A writer writes, a marketer reports? - The lazy day approach to not knowing how your role is integrated with the full marketing mix
How many digital marketing skills do you think you have?
Do you think you're employable if you only have one specialized marketing skill?
You're really good at it, you get results and you know that channel or tactic like the back of your hand. But you don't know how it integrates with what your colleagues are working on, the bigger business goals, how it contributes or improves the full customer lifecycle, or even how to do the most basic reporting.
Every marketer should be able to do the most basic of reporting on their work. You don't need to report on all business finances, all channels of marketing and map these together to produce a beautifully formatted customer lifecycle map with every touchpoint and metric of performance on there,…
Despite media criticism about the proliferation of 'fake news', some marketers see nothing wrong with using it to score flashy results for clients
SearchLeeds always brings a raft of quality talks from British agencies offering their opinions on hot-button issues and advice on alternative approaches you can try out for everything from SEO to PPC, CRO, and other triple-initialled areas of digital marketing. However, one talk caught my eye for the wrong reasons.
Oliver Brett from Screaming Frog delivered a talk titled ‘How to make fake news for links’, the description of which asks:
“Tired of infographics? Got a bunch of clients nobody’s ever heard of? Got no budget, but need top-level links? Why not orchestrate your own hilarious viral news stories for great exposure?”
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Lush UK has ditched social media to put social back into the hands of its communities but is this a brave move, misguided or something else entirely?
Social media has become such a huge part of our daily lives, as well as an important aspect of marketing. From keeping up with friends and family and growing your audience to becoming an influencer and increasing brand awareness, social media is a powerful tool.
It’s no wonder then that social media users across the globe increased 9% year-on-year, with 3.484 billion people using social networks in 2019. This has led to more brands increasing their use of social media to reach greater audiences and networks have responded to this with tools like shoppable posts.
With social adapting to demand and digital marketing strategies attempting to keep pace, the news that…
Opinion: The rainbow washing of marketing campaigns during Pride may seem like a positive, but are those bright colours really supporting the LGBTQ+ community or just fulfilling a brand purpose?
We’re fast heading toward summer, which to most means sunshine, holidays and ice cream. But to many in the marketing and advertising world, it means incorporating rainbows into campaigns ahead of Pride month in June.
Throughout June, July and August, rainbows seem to appear everywhere as brands show their apparent support for the LGBTQ+ community. While this may seem like a positive thing - after all, supporting a marginalized community can only ever be a good thing, right? - the rainbow washing of everything from fizzy drinks to bank windows doesn’t really tell the whole story.
Support versus brand purpose
For starters, there is a big difference between supporting a community…
Is the rise of online bullying and hate / fake news putting the younger generation off interacting on Facebook?
Recent figures have shown that Facebook's monthly active users between 12-24-years old have decreased, but why are the younger generations moving away from Facebook in preference for other social platforms available?
Whilst Facebook constantly dominates global statistics on active users worldwide, I've never been their biggest advocate. Reaching past 2 billion monthly active users in 2017, Facebook has always looked impressive on paper with its high user figures - but who are these users, what do they use Facebook for and why should we all care? 2 billion users does not mean 2 billion brand interactions, it does not mean 2 billion conversions and it does not mean 2 billion people are going to see your post and you'll become a social media influencer overnight. So why do we all hype about their…