Marketoonist on the customer journey
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Ethics matter: Closing the customer expectation gap
Marketing Week PartnerA session at the Festival of Marketing focused on the gaps between consumer expectations and what brands are delivering – but also, crucially, what can be done about it.
From ABM to ABX: How to create a multichannel B2B experience with the customer at the centre
David van SchaickThe evolution from ABM (account-based marketing) to ABX (account-based experience) is far more significant than changing one letter on a client presentation. Done right, it can drive greater value from top customers and demonstrate the commercial impact of a marketers’ work, at a time when ROI has rarely been more important. The good news, though, […]
In the age of individuality, marketers must ‘make it personal’ to succeed
Alvaro del PozoTrust is the most important element of consumers’ relationships with brands, and it’s created by using data responsibly to be relevant to them at every moment.
Why reward-based incentives are working harder than discounts
Leona HeymerdinguerIn the current economic climate, with inflation increasing, fuel costs soaring and interest rates rising, the overarching narrative from business, media and government is one of cutting back, making your money go further and getting the best deals available. Little wonder then that discounting seems a logical answer for businesses striving to keep their market […]
Data, tech, and teams: The ingredients of a winning campaign
Marketing Week PartnerVirgin Media O2 and Monzo reveal how de-siloing data and teams can optimise the customer experience.
Mining for gold: How to make personalisation work for your customers
Marketing Week PartnerFestival of Marketing delegates debated how to personalise efficiently while building customer trust, with suggestions ranging from new roles for ‘gold nugget miners’ to simply paying attention to customers’ experiences.
‘Patience, trust, accountability’: How digital bank Chase reached 1 million customers within a year
Michaela JeffersonCMO Deborah Keay explains how Chase has managed to take a well-known US retail banking brand and turn it into a digital-only success story in the UK.
Marketing budgets, customer queries and male representation: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Differentiated brand experiences: Why success means examining every aspect of the organisation
Lucy FisherAt a Festival of Marketing Masterclass event, marketers learned how to become consumer-centric but brand-led and technology-inspired.
The three things you need to do personalisation properly
Malcolm CliffordMarketers will only see ROI from personalisation if they have a complete understanding of customers’ likely behaviours, which enables brands to offer them true value.
Marketing Week Meets the CX50: Anna Greene, VP of brand, Gousto
Marketing Week ReportersGousto’s VP of brand, who has appeared in each of the past three CX50 lists, discusses the evolution of customer experience, and how Gousto has focused on serving customers’ needs in its core UK market to differentiate from competitors.
Tesco Mobile on how pulling closer to the Tesco masterbrand has ‘shifted the dial’
Niamh CarrollTesco Mobile has increased its customer base by more than 10% since launching the ‘Supermarket Mobile’ platform, but the brand’s chief customer officer Rachel Swift says there is still plenty of headroom to grow among Tesco customers as it launches its latest campaign.
Marketoonist on marketing channels
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
EX = CX²: The links between employee and customer experience revealed
Morag Cuddeford-JonesA strategic approach to employee experience is fundamental to brands excelling at customer experience, new research by Marketing Week, Zone and Cognizant has found.