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November 29, 2018

Marketers must ditch ego to connect with customers

Today’s consumer is both hyper-connected and increasingly wary of sharing their data with brands. Indeed, a recent YouGov survey found that most UK consumers can’t get through dinner without checking their phone, whilst the latest IPA TouchPoints survey revealed that 53% of the UK population agree that these days they tend to trust companies less.
Author: Nick McCarthy
Topics: Tech | B2B | Data Activation Data Acquisition & Sourcing Marketing Database Data Processing & CDI Data Sourcing & Activation DMP Tech Marketing Technology Strategy
October 16, 2018

Three steps to a solid customer relationship

In a digitised world, relationships are becoming increasingly fragile. Merkle EMEA's Tom Byrne, asks whether the relationships modern marketers are building with consumers are much different, arguing that it’s only a mind-set shift, not an ad stack addition that can create relationships with long-term value.
Author: Thomas Byrne
Topics: B2B | Customer Research & Audience Strategy Customer Strategy Performance Media & Digital Advertising Customer Experience
July 31, 2018

Brands Must Look Beyond Summer Romances & Prioritise Meaningful Customer Relationships

Why is engaging with customers through digital marketing comparable to online dating? Writing exclusively for ExchangeWire, Tom Byrne, SVP agency services, Merkle EMEA, explains that it’s all about meaningful relationships. Today’s always-on digital world has affected our lives in a multitude of ways. One of which is how we find love.
Author: Thomas Byrne
Topics: B2B | Customer Research & Audience Strategy Experience Management Customer Strategy Customer Experience
March 29, 2018

What is people-based marketing

Information tied to identity is the basis of people-based marketing - with this technique, marketers are offered better targeting solutions but also more opportunities to enhance trust with both the client and the consumer.
Author: Richard Lees