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Customer marketing

Including marketing articles on customer relationship management (CRM) and market research, identifying and generating customer demand, customer services, customer acquisition and retention, customer psychology and customer engagement

 

  • PwC survey into the potential effects of cookie regulation Cookie monsterWith no cookie trail to show them the way, marketers could find themselves as lost in the woods as Hansel and Gretel when EU regulation on online tracking comes into force in May
  • Craig Inglis, John LewisWholesome British retailer John Lewis has defied economic gloom to remain the nation's favourite department store. Marketing director Craig Inglis explains why nice guys don't always finish last
  • How to win your customers' loyaltyBudgets are tight and delivering value for money has never been harder, yet customers are more likely than ever to shop around hanging on to your market share right now is all about loyalty, says Jon Severs
  • 5 social advertising endorsementsAdvertising on social 
media offers brands the 
tantalising prospect of having it 
all by micro-marketing to a mass audience, reports John Manning
  • Opting in to best practice with e-mail dataWhen it comes to e-mail data, recommendations and warnings abound. It can be difficult for marketers to understand what the law actually specifies regarding e-mail marketing to consumers, says Mark Smith
  • 4 levels of gamificationBrands are turning to play to keep customers engaged, but as hype is replaced by reality is it game on or game over? John Manning finds out
  • An ageless strategyTargeting consumers based on age has long been a default approach for marketers, but is it time to ditch demographic profiling, or is age more important than ever in the digital era?
  • Joe Beek, Channel 4As Ofcom opens the door to product placement on UK television, Channel 4 commercial research manager Joe Beek explains why he believes product placement is the way forward
  • Case study: NHS NorthamptonshireNHS Northamptonshire cut its teeth on a seductive social media campaign to lure young people to their local dentist
  • 4 social search recommendationsJohn Manning explores the seductive pull of social networks and how search engines are turning to people power to salvage their strained relationship with users
  • How to use gift cards for marketingGift cards have never been more popular with consumers and businesses wanting to reward staff. But is a gift card strategy a money spinner or a dud? Kate Hilpern finds out how marketers in the B2C and B2B arenas are using the latest gift card technology
  • The new RomanticsWhether it's growing your own herbs or slaving over the perfect cupcake, rustic and home-grown pursuits are back in vogue. Rob Gray finds out how marketers 
can tap into the back-to-nature and crafts trends
  • More than mobileMobile is changing the way we use the internet. Apps and the ubiquity of mobiles give marketers a wealth of opportunities, but are we exploiting them, asks CIM's Mark Blayney Stuart in this abridged version of It's Not Just a Phone: a Future of Mobile Marketing
  • Gail Hanlon, IntelGail Hanlon of Intel hopes to trounce rivals and silence doubters by seizing a chunk of the mobile market and tapping global youth culture
  • Martin Moll, Honda UKHonda's Martin Moll is determined to steer the Japanese brand ahead of the competition and away from the motor industry's troubles
  • Case study: Barclaycard FreedomBarclaycard Freedom reaped the reward of new local business partners with its loyalty scheme launch
  • Get great results from market researchTo outsource or not to outsource? This is often the biggest dilemma for marketers when it comes to market research. In house is great for confidential data - and for your budget - but how do you know when it's a job for the experts? Kate Hilpern finds out
  • 21st century alchemyThe product that sells itself is perhaps the holy grail of marketing, but what's special about those products that have created their own market? We find out what the trailblazers have in common
  • Case study: CarlsbergCarlsberg looked to pioneering technology to discover what stands out in the cluttered pub environment
  • Case study: Nectar BusinessWhen Nectar Business customers showed signs of being too busy to cash in their reward points, the firm decided that what they needed was the equivalent of a butler
  • Does your marketing serve?The democracy of the digital arena means that marketers no longer have the monopoly on communications. As customers are empowered, marketing is shifting from a push model to a service model
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