The most important elements of customer segmentation in 2021

For some people, flexibility comes naturally. For others, it requires hours of stretching just to touch their toes. When it comes to customer segmentation in our new normal, marketers have some serious training to do.

Segmentations are massive undertakings that lost a lot of lustre during the pandemic. Even before COVID-19, they took months to complete and analyse, could cost into the six figures to conduct, and depreciated rapidly. They represent a sliver in time, and as soon as...

8 February 2021 | Customer Experience

It’s time to stop wasting marketing spend and start using uplift models

In today’s saturated consumer landscape, the marketing teams that win are the ones that earnestly ask what each customer wants, and relentlessly use data to find the answers. In recent years, analytics and predictive models have enabled forward-thinking marketers to get ahead. But as these techniques get more ubiquitous, the competition is catching up. So what’s next for marketing teams on the cutting-edge?

At Vidora, we believe that uplift modeling is the next big frontier...

27 January 2021 | Commerce

Why APIs are the key to creating customer connections in a digital world

Have you ever chatted with a company’s customer service representative from a mobile app or made a grocery list with the help of a voice assistant? Or maybe you’ve signed into a website using your social media login for a more personalised experience?

What you may not know is that these types of interactions are supported by a vast network of application programming interfaces (APIs) that are working behind the scenes to connect and integrate various technology systems. APIs...

14 January 2021 | Advertising Technology

Digital customer experience in 2021: Paving the way to your customer’s heart in the era of hyperpersonalisation

2020 has been a testing year for all of us. While several industries struggled for business, a few of them thrived. In the midst of this, customer experience fast tracked several technology and business imperatives. With social distancing measures in place and eCommerce becoming the primary sales opportunity for many brands, organisations have had to quickly innovate and leverage technology for customer interactions.

Next year is an opportunity for brands to build upon this...

7 January 2021 | Advertising Technology

Three key predictions for marketing orchestration technology in 2021

If there is one thing that 2020 taught us, it is to expect the unexpected. Businesses faced unprecedented challenges this year - and many marketers had to change plans on a dime to accommodate for emerging trends. As 2021 approaches, many marketers are left wondering: what can we expect for this next year?

According to the State of MarTech report, 84% of marketers stated that investing in new technology was a priority for 2021. However, 69% predicted that they would have fewer...

6 January 2021 | Advertising

Assessing the 2021 landscape: Commerce aligned with social set to rocket as brands truly digitise

If 2020 has taught us anything, it’s that massive disruptions can happen overnight across industries, with customer communication responsibilities from marketing to care often falling to the social media marketing team. The trends we at Socialbakers have seen take shape this year -- from increased usage of social messaging to recruiting niche influencers to help expand social reach -- are likely to grow in the coming year as more and more customer interactions happen...

14 December 2020 | Advertising

Why now is the time for truly customer-first marketing

There’s no shying away from the fact that 2020 will be a year to remember. For the digital marketing industry, now is a time to evaluate how best to approach and engage with a whole new set of customer needs and expectations.. The challenge now, for marketers, is understanding the fundamental changes that are needed in order to adapt to new consumer priorities.

Before the pandemic, marketers were battling for the attention of consumers characterised by equal amounts of...

29 October 2020 | Best Practice

Three key ways the Covid-19 pandemic has changed digital advertising strategies

Covid-19 has changed a lot of things about the world in a very short amount of time. It has completely transformed the way that we interact with others, work, travel, and do just about every daily activity. It should come as no surprise that it has impacted marketing as well – and yet many companies have done little to nothing to adjust their digital marketing strategies as a response to the pandemic.

According to a report from Advertiser Perceptions, one-third of advertisers...

28 October 2020 | Advertising

Four ways AI can help you keep pace with changing consumer behaviours

Consumer behaviour looks entirely different than it did a year ago. Lockdowns and shelter-in-place orders gave people more time to browse online, discover, and fall in love with existing and new brands. More than ever, consumers expect relevancy — and their tolerance for unpurposeful experiences has plummeted.

In other words, spray-and-pray marketing tactics no longer work. Burying consumers in content also won’t work. Loyal customers don’t want every last bit of your...

21 October 2020 | Automation

Personalisation for ABM campaigns: Tackling challenges and getting a progressive approach

Session Getting the right personalisation strategy, to ensure a great customer experience but avoiding any privacy pitfalls, is vital to virtually any digital marketing initiative. For account-based marketing (ABM), it is even more important.

As a Lead Forensics article puts it, "great ABM content that will help you win clients is content that is relevant, timely, and highly personal." This involves a lot of groundwork, but it can be worthwhile - indeed, the difference...

30 September 2020 | Automation