It’s often said that it costs a lot more to acquire a new customer than to retain an old one.
Because of this, many marketers have been tasked with developing engagement and loyalty programmes.
Dining is part and parcel of the travel experience, with many people now drawn towards destinations based on their food culture and cuisine.
Thanks to the rise of food tourism, an increasing number of hotels are launching dining experiences of their own. Whether it’s an in-house event or a partnership with third-party food brands – the aim is to increase loyalty and create a seamless experience for customers.
Lisa Henderson is Chief Client Officer at Epsilon and this week’s Day in the Life interviewee.
Henderson gives us a clear and erudite account of what it takes to work in a big organisation helping clients with new tech and traditional marketing goals.
This week’s Day in the Life introduces us to Matt Button, Head of CRM at Gumtree.
Matt gives us some sage advice on finding out what it is you want to do with your career (after you’ve checked the Econsultancy jobs board of course).
Econsultancy needs your help! We’re undertaking a study into the best practices and pain-points of the account-based approach to customer acquistion and retention, and we’d like your input.
Are you familiar with account based marketing (ABM)? Do you have experience to share or questions you’d like answered? Please click here to let us know if you’re open to a short interview with one of our researchers.
Amazon is largely credited with killing the physical bookstore.
Its biggest victim, Borders, once the second largest bookstore chain in the U.S., filed for bankruptcy and began closing all of its stores in 2011. Barnes & Noble, the nation’s largest bookstore chain, has been downsizing and is expected to continue to do so for the next decade.
For years, hotels and online travel agencies (OTAs) have maintained a frenemy relationship.
But now, as bookings through OTAs have surpassed direct bookings for the first time ever, a number of major hotel brands are more aggressively battling the middlemen who generate billions of dollars in revenue for them but eat their margins and commoditize their brands.
Despite the fact that companies are spending tens of billions of dollars on loyalty programs every year in the US alone, a study conducted by Accenture suggests that consumers are increasingly impervious to the effects of these programs.
To somebody like me who hasn’t worked at the sharp end of customer relationship management (CRM), it can be confusing to consider the theory.
I set out to discover where CRM, marketing automation, sales, and data management platforms cross paths, and how CRM is implemented.
Shoppers are interacting with more touchpoints across more marketing channels and devices than ever before.
But which of these is having the biggest impact on consumer choice, and how are Britain’s favourite brands making the most of it?
Marketers have become quite knowledgeable about the online customer journey.
They collect more digital touchpoint data than ever before and have tools to piece this data together.
It’s not quite over yet, but 2016 has been busy. As I predicted last year, mobile has been a definite focus for almost every marketer and we’re slowly starting to see VR and wearable technology take off.
I’ve found it interesting to see how businesses have started to scope out new and creative ways to incorporate all of these technologies and opportunities into their marketing strategies.