Posts made in May, 2021

on May 18, 2021

Brands that engage with their customers across multiple channels and touchpoints are edging ever closer to reaching the north star of customer satisfaction, with a cross-channel approach proving to be a key driver for business growth by increasing the lifetime value of customers. That’s according to Braze’s inaugural Global Customer Engagement Review, which set out to define what good customer engagement looks like, how that translates directly to business goals and where brands can find opportunities to improve their strategies. It found that companies that excel at customer engagement see higher customer lifetime value and lower customer acquisition Read full story › Source: The Drum...

on May 18, 2021

By Sam Bradley Each week, we ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Static bike brand Peloton has been fighting a few fires lately, as it dealt with both the logistics of a huge product recall and its ensuing PR fallout. The moment provides an opportunity to think about how brands can survive publicity nightmares, with the media landscape shifting and social media providing an easy avenue for furious consumers to show their discontent. What strategies should big and small brands keep in their back Read full story › Source: The Drum...

on May 17, 2021

By Michael Nutley The rise of a few players to dominate the global DSP market has resulted in several advantages for marketers, including scale and standardization. But like towns where every high street has the same shops and cafés, it has left some people searching for more. Until relatively recently, if there was something distinctive about your company – business models, performance goals, proprietary data assets or supply access – and you wanted to do something truly unique in programmatic, you needed purpose-built technology to enable it. But a maturing market has made it incredibly challenging and expensive to launch a new platform into the Read full story › Source: The Drum...

on May 17, 2021

By Richard Carroll Netflix, Amazon Prime, Peloton and Canva. Some of the most successful brands in the world, over the last year, all have something in common: brilliant user experiences, differentiated brands and engaging content. However, it is their ability to demand recurring revenue that is the rocket fuel powering their success, solidifying them as the market leaders in their respective industries. By borrowing the strategies these businesses utilise and understanding the psychological traits they tap into, marketers and business leaders can accelerate their brand’s growth. Why move to a recurring revenue strategy in the first place? Recurring payments have transformed the way we consume products Read full story › Source: The Drum...

on May 17, 2021

By Imogen Watson A lot has happened since 1821. The abolition of slavery, two world wars, the Industrial Revolution – not to mention the proliferation of the internet. Through it all, the Guardian has been in print, not just documenting but critiquing the world as it progressed. “We were the original challenger brand,” insists Sam Jacobs, creative director, marketing at the Guardian. “It was born in Manchester, not Fleet Street, from a real need to challenge the status quo and what was going on at the time with the Peterloo Massacre. It was different to the other publications of the time. We still Read full story › Source: The Drum...