Use pay-as-you-go systems to develop relationships

I read your article on “How to retain customers and build brand loyalty” (MW 9 September) with great interest. While using transactional data and web-based metrics is a good start in helping brands to build and maintain relationships, it is still only pecking around the edges of the wealth of customer data available from visitors’ interactions with the online channel. It does not have to cost a fortune in resources and hardware to capture this gold dust.

By using a cloud-based, pay-as-you-go service, it’s possible to automatically capture users’ behaviour and build a view of the individual customer based on their real-time and historic activities. You don’t have to wait until they register or purchase to understand what they like, which destinations they are thinking of for a holiday or which outrageously expensive shoes they dream of owning.

Using this knowledge you can respond to your customers as individuals, which should make them loyal to your brand.

In an online world the customer is king. They decide whether to receive information from you or not, they can shut you out completely and if you really annoy them they can damage your brand with bad publicity and with devastating speed and effect.

Malcolm Duckett, CEO, Magiq


Measurement culture is sign of real change

Marketing Week

Many organisations perceive measurement of marketing effectiveness to be difficult, slow to perform and expensive. This would explain why many of today’s marketers only measure what is easy and not what is important (MW last week). It was these insights that led us to set up marketingQED in the belief that with simple cost-effective tools […]

Traffic flow counts

Marketing Week

I accept that there is value in owning and mining consumer transactional data, but without a diverse range of products on the site, it’s going to be very difficult to attract any sensible level of traffic and make worthwhile correlations between behavioural trends. Perhaps the plan is for GSK Direct to become a broader online […]

Use power of content to aid engagement

Marketing Week

At last a cover story that puts content at the heart of marketing (MW 9 September). In today’s multichannel world only those brands that truly grasp the power and potential of content to engage with their existing and new customers will win. Of course most, if not all, agency disciplines are trying to get a […]