As more brands seek to monetise their customer data by sharing it with commercial partners they will need to gain consumers’ trust, and make sure the benefits are clear to all the parties involved.
The riots that rocked London last summer caused widespread panic. Nicola Smith reveals how one council’s use of social media to stop the hysteria spreading led to it doubling its Twitter followers and boosting residents’ trust.
An effective app can enhance a business in a variety of ways but with so many available, brands must ensure that their creations are popular and that they keep customers engaged.
As tagging becomes ever faster and easier to implement, marketers must stay focused on the quality and not just the quantity of the dataBy Nicola Smith
Capturing relevant data from customers is key to building sales and loyalty but people need to trust the companies they deal with before they give them access to their personal information.
The EU’s ePrivacy Directive on how consumers’ data is stored and used by website owners came into force last month. Nicola Smith looks at how brands are interpreting the terms of the ‘cookie law’, and putting that into practice.
Harvesting intelligent data about customers has increasingly become vital to the marketing function. Here, three CMOs and their information technology and data counterparts reveal how they have made dynamic partnerships.
Managing your brand’s reputation online has got a whole lot harder now that social media comments have a bearing on search results. Nicola Smith talks to top brands on how they stay prominent in listings, particularly with the arrival of Google+
Carphone Warehouse is to launch an online community to act as a “brand beacon” for the company when consumers search for tips on how to use their mobile phones.
Predictive analytics enables companies that have gathered high quality data about customers’ past and present behaviour to reduce churn and save on marketing by anticipating what they will do in the future.
Online video is predicted to capture 32% of online display spend by 2015. Nicola Smith looks at the innovations brands are using to make their video content stand out and reach the right people
Following the huge success of YouTube, companies have found that own-branded TV channels are a great way to boost consumer engagement, reach new audiences and convert website visits into purchases
As smartphone and tablet penetration extends further than ever before, brands are moving into new territory by taking learning digital with engaging, educational apps.
This year’s Email Attitudes Research survey shows that far from being killed off by emerging channels, email is evolving to work with them.
Real-time bidding is set to revolutionise not only how media is purchased, but how campaigns are planned and created and even the skills marketers need.