Category: Customer Experience

email marketing

email marketing

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As we begin to embrace longer days and shed our winter wardrobes, it’s a great time for retail marketers to re-evaluate the email calendar and replace ineffective strategies with fresh approaches. Here are a few of our favorite tips to heat up your summer email campaigns and reinvigorate your marketing efforts: New Season, New Content […]

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data

data

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The answer depends not so much on how the question is asked nor on what the subject of the data might be. Rather, it depends on the spirit of the individual who’s looking at the data. Looking Ahead with Excitement My niece is entering the University of Michigan this fall to begin her undergrad years. […]

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Why Inconsistent Messaging is Undermining Customer Experience

Why Inconsistent Messaging is Undermining Customer Experience

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This article is part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further reading: Silo Busting is Essential to Delivering Personalized Experiences. Delivering exceptional customer experiences has quickly become table stakes for marketers. Too often, though, these experiences are undermined by inconsistent messaging and opportunities go […]

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Sara Shuman

Sara Shuman

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Welcome to another edition of the Makers of Modern Marketing at Oracle, our blog series highlighting the people behind the marketing at Oracle. We’re giving readers a sneak peek into how marketers at Oracle apply their own products to drive innovation and build the future of digital marketing. Recently, we sat down with the charming […]

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Identify and Rejuvenate Your Inactive Customers

Identify and Rejuvenate Your Inactive Customers

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By Gabrielle Tao,VP, Product Management, Responsys Development, Oracle As a marketer, you most likely have a list of your “inactive” customers. The definition of inactive customers varies from marketer to marketer. Maybe they’re customers who haven’t purchased in the last year or those who haven’t responded to any marketing messages in the last 180 days. […]

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personalization

personalization

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Despite personalization being lauded as a best practice principle for years, many brands still struggle with the implementation. Recent research conducted by McKinsey revealed that just 40 percent of personalized messages actually feel personal to the recipient. This isn’t surprising as personalization is complex, and businesses are complex. Most importantly, brands are just at the […]

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Millennials Are Taking Over, And It’s All Right

Millennials Are Taking Over, And It’s All Right

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“Millennials have replaced baby boomers as the major consumer segment, so we are seeing a change in what is being demanded. Millennials want more than price and availability; they want speed, convenience and they want to be involved in the co-creation of the product.” Steve Melnyk, Michigan State University I’m on the tail end of […]

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Data silos

Data silos

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This article part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further reading: Segmentation Must Be Connected to the Data and Technology Stack. Digital technologies have dramatically improved the experiences of consumers, making it much easier for them to find what they want and to be provided […]

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Picking Up the Pieces: How Companies Rebuild Brands Post-Crisis

Picking Up the Pieces: How Companies Rebuild Brands Post-Crisis

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Every company makes mistakes every now and then. It’s inevitable. Whether it’s a marketing campaign that falls flat and generates backlash, a serious collapse in services or a faulty product, it’s bound to happen sometime. Careful vigilance will prevent many of these disasters before they explode, but eventually one will get through and everything will […]

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Great customer experiences rely on robust identity management

Great customer experiences rely on robust identity management

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With an ever-growing demand from consumers for personalised engagement, it is becoming increasingly important that marketers appreciate the importance of identity management as a piece of bedrock marketing infrastructure. Put simply, without effective identity management, there is no ‘People Based Marketing’. In fact, identity management is the foundational component of concepts like cross-device identification, multi […]

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What is a Reputation Management System & Do You Need One?

What is a Reputation Management System & Do You Need One?

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Most Marketers today are looking at new ways to improve brand advocacy through online crowd sourcing platforms. These platforms can be classified under one of the following: 1.    Online Review Communities: With the growth of ecommerce platforms, reviews from other buyers/users today plays a big part in a prospect’s buy decision. Prospects are expected to […]

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3 Digital Trends Driving Improved Customer Experience in 2018

3 Digital Trends Driving Improved Customer Experience in 2018

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Customer Experience (CX) is not just a buzz word. Businesses are operating in a saturated market where brand loyalty is decreasing, price competition is rising and consumers are distracted and exposed to several media, devices and a lot of information. In this complex ecosystem, CX is becoming crucial for companies in order to differentiate themselves, […]

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Why putting the business focus on experience pays off

Why putting the business focus on experience pays off

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Despite numerous articles and opinion pieces promoting the need for brands to adopt customer-centric commerce, the business realities and commercial pressures placed on retailers still mean that many are taking a purely conversion-centric approach. As more brands make the shift into the digital space, it’s important to prevent tunnel vision when it comes to customer […]

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The Chatbot Revolution is Here

The Chatbot Revolution is Here

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When, in seventh grade, I finally had my very first AOL email account, I was quickly pulled into the world of AIM messenger. (I also created an embarrassing pun-based username that I still actively spend hours trying to forget.) Sure, I’d message my friends and work up the nerve to ping my middle school crush […]

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When segmenting customers, don’t forget your silent majority

When segmenting customers, don’t forget your silent majority

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Richard Nixon popularized the expression, the silent majority, when he used it to label the broad swath of Middle Americans who are reticent to publicly declare their opinions. To counter what he felt was a biased media, he appealed to them to emerge from the shadows and vocalize their support for his administration’s Vietnam War […]

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Three questions travel marketers should ask to create the right customer experience

Three questions travel marketers should ask to create the right customer experience

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It is no secret that travel is one of the most mature online markets in the UK. Unlike emerging industries, which are still growing and have yet to settle into regular consistent patterns, travel is now an online veteran and follows repeatable seasonal trends. While retailers were rushing around organising their Christmas marketing campaigns, the […]

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Capitalize on Success with Change

Capitalize on Success with Change

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When is the best time to improve an existing product or service? When customers are complaining about it? When sales wane? When it has become so predictable it blends into the background of the industry? When analysts start writing off your company as yesterday’s news? Let’s think about this from a different angle. La Maison […]

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7 email marketing lessons from Dollar Shave Club, Dunkin Donuts and Kenneth Cole

7 email marketing lessons from Dollar Shave Club, Dunkin Donuts and Kenneth Cole

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Email marketing can result in an ROI of $40 for every dollar spent. But we often think about this powerful channel in terms of the marketer. But what about the consumer? Sure, email marketing is all about about engaging people, but marketing teams are sometimes a few steps removed from the end user. We’re all marketers, but […]

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Why Next Year’s Marketing Success Will Always Follow Last Year’s Customer Experience

Why Next Year’s Marketing Success Will Always Follow Last Year’s Customer Experience

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The measurement of customer sentiment has evolved over time. We are constantly searching for more accurate methods of understanding what customers will do in the coming days, months and years. For a long time we tracked mainly customer satisfaction (CSAT) scores, thinking that a happy customer is a long-term customer. After finding that satisfaction didn’t […]

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Why Retail Marketers Need To Innovate

Why Retail Marketers Need To Innovate

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This just in… Amazon is impacting every retailer around the world. Ok I realize this is not breaking news. Nor should it be breaking news that retailers and more specifically retail marketers, need to innovate. However I’m not talking about the kind of innovation you may be thinking of.  The truth is retail marketers need […]

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Why It's Imperative Retailers Move From Next Best Offer To Next Best Experience

Why It’s Imperative Retailers Move From Next Best Offer To Next Best Experience

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Historically, retail marketers have chased the next offer. Most analysis is focused on what will drive the next sale and not necessarily the customer’s big picture. With advances in marketing technology, marketers are now able to tap into sophisticated data sets of their customers offering insight into contextual awareness, lifetime value, customer satisfaction drivers and […]

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Retailers, Personalize Your Way to the Future

Retailers, Personalize Your Way to the Future

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If you’re a retail marketer, there’s something very gratifying about receiving a personalized, promotional email message that draws you in. Like when you got that message telling you it was time to re-order your Platypus Ortho Flossers from Amazon, and lo and behold, you were about to run out! Research shows that retailers spend a […]

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