Content management

Seven ways for marketers to collaborate with IT for better customer experience

Customer experience management is fast becoming the core pillar of effective digital marketing and data has a critical role to play.  

However, it seems that many marketers do not have access to the data they need to improve customer experience. In our recent research, only 29% of marketers told us that they have access to any kind of data in real-time, which is essential for effective customer experience management. 

This move to data-focused strategies is changing the relationship that marketing professionals have with IT and, with IT professionals traditionally the owners of data, a much closer relationship betweenthe two looks to be essential. 

M&S launches new website, focuses on curation, clustering and content

The new Marks & Spencer website, two years in the making, is a feast for the eyes. As a replatform, it cost a lot of money and accompanies other changes such as an upgraded contact centre and new in-store tech and merchandising.

In this first look at the site, I’ll be pointing out the most obvious changes and discussing why it’s a step change and effectively gives the impression of ‘luxe high street’ online.

What stands out is the focus on visuals, a curated experience with magazine-style editorial, and a user experience that’s particularly impressive on tablet. This isn’t a surprising approach given that 44% of Christmas traffic to the website was from tablets and the brand is moving to a ‘lean back’ experience online for those that want it.

I’ll be following this post with more discussion of the new site and its various features that could be set to revitalise the brand across devices (the M&S mobile site and its apps have been updated, too).

Why brands need to move to a direct to consumer model

Are you a brand struggling to build or evolve to a direct to consumer model? Are you trying, but failing? Are sales from the digital channel below expectation?  

Or, are you a brand that has not yet made the move to a direct to consumer model, and still unsure if that is a move you should be making?  

If you answered yes to any of these questions, this article is written for you.

content-marketing

Is this the age of the content strategist?

Companies’ content strategies are becoming ever more mature, according to research conducted for a new best practice guide. 

Econsultancy’s new report into Digital Content Strategy highlights the growing importance of Content Strategy, not only as a capability within marketing organisations, but as an emerging discipline with its own associated specialist expertise.

So have we really reached the age of the Content Strategist? 

How Cadbury took Google+ by storm

Cadbury UK certainly made a splash when it showed up as one of the early adopters of Google Plus.

Despite its near immediate success on the platform (the brand gained 1.2m followers in a matter of months) many others have been slow to get on board with the not-so-new social network.

I wanted to share with you how Cadbury has used the platform to take its content marketing strategy to the next level.

35+ interesting stats from Econsultancy’s Q2 2013 reports

The first week of July heralds not only the second week of Wimbledon and the start of Henley Regatta, but also the beginning of Q3.

That means it’s the perfect time to take a glance back at some of the interesting reports that our excellent research team published in Q2.

The topics include customer engagement, content management, personalisation, email marketing and web analytics.

So, here are the stats…