Articles

November 29, 2018

DecisionMarketing

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

November 12, 2018

WARC

The new era of personalisation?

Richard Lees of Merkle EMEA shares how brands can move towards being personal, not just personalised in his recent article in WARC. Learn best approaches for your sector, & key steps to People-based Marketing.

Author: Richard Lees

Topics: B2B | Personalized Marketing Orchestration Performance Media & Digital Advertising

October 16, 2018

WARC

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

ExchangeWire

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

May 08, 2018

Global Banking & Finance

Why banks need to get personal – how decisioning technology can transform results

Across categories, brands are being forced to adapt to increased public scrutiny, shifting consumer expectations and the threat of disruption.

Topics: Tech | B2B | Experience Management Personalized Marketing Orchestration Customer Strategy Customer Experience

May 08, 2018

18/05/2018

Why banks need to get personal – how decisioning technology can transform results

Across categories, brands are being forced to adapt to increased public scrutiny, shifting consumer expectations and the threat of disruption.

April 30, 2018

PerformanceIN

GDPR and Why Advertisers Need to Respond in the Right Way

Commencing PerformanceIN's GDPR Takeover Week, SVP, EMEA Data Solutions, Nick McCarthy, explains how advertisers must come to terms with the full extent of their responsibilities in a post-GDPR world.

Author: Nick McCarthy

March 29, 2018

WARC

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