Hoteliers and their marketing departments face a number of challenges when it comes to attracting guests to their premises. The biggest of these is dealing with the online travel agents (OTAs) where many guests make their bookings. While being included on the listings for these websites offers good visibility, it also comes at a hefty …

The phrase “big data” most commonly might be associated with the tech side of marketing – analytics broken into charts and spreadsheets. But marketing executives should consider another aspect of digital marketing when putting analytics insights to use: the creative side. The trick is marrying digital and creative into one seamless marketing campaign. Collecting and …

You only need to rewind about 15 years or so to remember a time when marketers were limited to communicating with their audiences across just three channels: Television, newspapers, and mail. This meant that marketers could communicate the same message across all three platforms with minimal detrimental impact, but the explosion of new channels and …

If your business is not up to speed on offering consumers a personalized digital experience, then it’s time to catch up quickly. Personalization is no longer trendy or optional. On the contrary, personalization is rapidly becoming a consumer expectation. Businesses are seeing the rewards of capturing and analyzing data, which includes both consumer advocacy and increased revenues. They …

The retail industry has always posed unique challenges for marketing executives, and the current environment is arguably the most challenging yet. Today’s Millennials and Gen Z shoppers, having grown up with mobile devices in hand at all times, demand and expect complete price transparency on all items, 24/7, and are less loyal than earlier generations …

Marketers have got the message: data matters. Yes, we’re getting data-savvy, but many marketers still aren’t getting the full value out of their data. By now, we’ve all started using data to measure progress, spot opportunities and reach new audiences. The problem is that many marketers are doing so independently or in a silo. But …

There are many innovations that are rapidly changing the landscape of the contact center. From being able to offer an omnichannel customer experience across multiple channels to internet-enabled devices connecting directly to contact centers to provide proactive service, One of the most interesting innovations that is being increasingly discussed by visionaries and industry experts is …

Say hello to the ‘want it now’ generation – consumers with an insatiable appetite for instant retail gratification. These consumers are easily identified – flitting from device to device, browsing their favourite brands on their mobile devices or desktops, complaining about customer service on social media and running to the closest physical store to collect …

We have tools to measure every dollar spent on digital marketing. But when it comes to assessing the value of live events, most businesses still operate in a pre-digital age. Companies spend 25% – 30% of their entire marketing budget on meetings and events1 for a total spend of $565 billion/year globally2. Yet historically marketers …

Here are a couple of ironic mistakes that marketers make: they put too much trust in careful iteration, and they put too much trust in ‘human creativity.’ What do I mean by this? Well, let’s start with careful iteration. Marketers assume that the ability to A/B test content makes them scientists, edging closer to a …