Despite the convenience of online shopping many shoppers abandon their baskets, but by using on-site data brands can swing the decision in their favour by understanding when intent to buy can be converted into a sale.
Brands can gather a wealth of data from consumers to help tailor messages, but the aim is not always to drive instant sales – data should also help personalise brand marketing at the awareness stage.
A data management platform is increasingly necessary for brands as the volume and variety of consumers’ interactions with them grows, but how do marketers make sure their DMP doesn’t start managing their strategy too?
For 75% of marketers, the pandemic has permanently shifted how they communicate and collaborate at work, according to the seventh edition of Salesforce’s ‘State of Marketing’ report. At the Festival of Marketing, senior marketers from Metro Bank and Just Eat shared how they are overcoming new challenges and realising new opportunities.
Is personalisation still relevant, or even achievable, in a post-cookie world? Perhaps, if marketers are willing to lean in closer to consumers, suggests GSK’s Jerry Daykin.
Two years ago, the travel agency was front and centre in the news as it slowly crumbled under the crushing weight of its own debt. Now the brand is back on the market, rebuilding online with a new proposition.
With the right question, strategic investments, a range of methodologies and a “brilliant learning plan”, even those marketers with a small budget can produce effective and efficient research.