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Make marketing add up

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Make marketing add up

A list of the most common marketing calculations in Excel together with the purpose, general benchmark and formula. A handy compliation which is suitable for those new to marketing analytics or SMB business owners looking to diagnose marketing effort.  

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Bring in the Bots

What are bots and why might your business need them?

Are you a small business owner or sales manager who uses customer relationship management (CRM) software to keep track of your prospects? The way you do business is set to drastically change in the coming years with the rise of artificial intelligence bots.

Although bots have been around since the beginning of the internet, it's only recently they have come into more widespread use. It's the rise of mobile technology along with the increasing use of messaging apps which has seen investors pour millions into their research and development.

Advocates tell us that the future of customer service is about to be changed forever with the adoption of bots, while naysayers say they are simply another passing tech fad. Whichever is correct, it's important to learn more about chatbots and evaluate whether or not your business would benefit from using the technology.

An introduction to AI bots

Bots are programmes that are developed to mimic human-to-human conversation. Using a messenger-like interface, these bots carry out certain tasks when a customer sends information. This could range from asking a customer service question and making a complaint to ordering your products and sending their billing address.

Bots allow you to automatically provide your customers with immediate responses to their basic queries. They're gaining tractions and becoming hugely popular in messaging apps such as Facebook Messenger, where there's been a rapid adoption of the service. 

From asking their favourite supermarket for recipe ideas to ordering freshly prepared pizza straight to their door, AI bots offer customers a speedy alternative to logging into a mobile site and navigating around to enter their information. If they get frustrated, there's always the option to include the ability to speak to a service rep.

What does this mean for your business?

After the initial success of chatbots within messaging apps, we have also seen the rise of their integration into CRM software packages.

In CRM, bots can be designed to ask your customer to enter their basic background information in a messenger-like interaction. Once your customer has typed in their details, such as a dedicated account number or home address, they can then be directed to a human sales agent or self-service page.

Allowing bots to interact at this stage means your account reps will have more time to create valuable and meaningful relationships with customers, rather than be bogged down with the admin side of CRM.

With more free time, integrating bots into your CRM strategy could also help you cut labour costs. While you will still need a customer service workforce that meets your needs, there's an increasing amount of job roles that could be made redundant in the future thanks to this automation.

AI bots have now reached a stage where they can have a real and engaging conversation with a human user. The bot ecosystem, while still in its early days, is becoming increasingly robust on a monthly basis. In the coming years, it's the business who are most willing and able to leverage this relatively inexpensive technology who will reap the benefits.

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A slight change...

Over the last two years, I have had the benefit of working in a variety of sectors. Therefore, I have changed the focus of the website from education specific to a general marketing theme. I hope to provide articles on marketing, marketing analytics and marketing technology.  

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Quick update from #YMS16

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Quick update from #YMS16

 

I love Camden and I love music, so I was pretty ecstatic to be heading to The Roundhouse for this year’s Voxburner Youth Marketing Strategy event. The last time I visited said venue was to see Faith No More and I was amazed at how well it stacked up for a conference. I thought we might be skidding about on a beer covered floor but it was all pretty swish. There was a packed agenda & lots of content, so I just wanted to round up some of my highlights over the two days.  

In no particular order:

Sport England and Youth Sight: “Competing for hearts and minds”

 

This was a look into he segmentation work on 16 – 24 years  age group and their attitudes to sport, which helped the inspirational #Thisgirlcan campaign from Sport England. I have a penchant for a good bit of segmentation and this felt like it had real depth. Great delivery from Josephine Hansom of Youthsight and Carol Fraser at Sport England.

Social Chain: “The kids who decide what all the other kids talk about”

Having had stratospheric growth in the last year, it was a confident presentation from Social Chain. Steve Bartlett backed by Social Chain team members demonstrated the power of influencer marketing through their recent Rex Secco spoof that trended globally. Always an inspiration to hear what these “kids” are up to.  

InSites Consulting: “Who’s up NXT?”

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Thankfully proving that you don’t have to be GenY/Z to be cool, Joeri Van Der Bergh of InSites Consulting delivered a really engaging talk that was packed with stats and mini case studies. He’s the author of a book “How cool brands stay hot” which I will certainly be checking out after hearing him talk.

Music Panel: “Why music continues to inspire generation after generation of young people”

There was a panel discussion from a group of people active in the music business such as Big Fish Partnerships, Solo Music Agency, Shazam and Dummy. The discussion was on the pitfalls and considerations of tie-ins between artists and brands. It was informative throughout but the best question came at the end when they were asked their favourite gigs. From classics like The Sex Pistols and Smiths through to the  modern like Skepta, it was clear they had all clocked up some amazing live performances.

SMRS university marketing stream

It was great to see far more attendees from universities this year and this was reflected in the size of the specific university marketing stream curated by SMRS. The afternoon session featured a student panel, presentation on best use of data, research from Student Hut and a university marketing panel. There were lots of questions, note taking and nodding, so I’m sure everyone else found it as useful as I did.

That was just a tiny snapshot of the speakers and sessions. Well done to the Voxburner team for putting on the conference and I am sure 2017 will up the ante even more.

Hopefully see you there… 

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Future choices

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Future choices

The full Future Choices report is now available as a PDF or interactive report on ISSUU.  The report is a summary of findings from a survey of young people as they consider future options after school. 

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An update from Ad:Tech London 2015

 AI, Augmented & Virtual Reality with Ambarish Mitra, CEO of Blippar 

AI, Augmented & Virtual Reality with Ambarish Mitra, CEO of Blippar 

I thought I’d write a quick update of highlights from the Ad:Tech London event run on the 13th and 14th October at Olympia. The conference has  free or priced attendance options. As a start-up, I unapologetically went for the free one. 

The event is self-titled as “The event for modern marketing & media”. There were some really good speakers and plenty of theatres and sessions to choose from. It also featured an evening event in Notting Hill with Norman Jay DJ’ing, who is an absolute legend. So far, so trendy media land.

I listened to key notes from Pete Blackshaw, Global Head of Digital & Social at Nestle on his session on Innovation, Ecommerce and digital leadership. Followed by Ambarish Mitra, CEO of Blippar talking about AI, Computer vision and the future of Brand Experience. Perhaps the session I most looked forward to was Mark Adams, SVP Innovation of Vice. Not only was it about connecting to a youth audience but I am a big fan of the Vice brand.  

Across the event, lots of sessions focused on programmatic bidding and digital analytics. The stands were dominated by digital agencies, ad buyers and digital intelligence providers. The Next Big Thing was a great zone curated by Unilver where a number of new start-ups showcased their ideas. There was a real international feel to the event. 

I attended further talks from Wow analytics on their web tracking and visitor identification platform and a session from Accident Help Line on collaborative marketing. The Wow analytics session was notable for the novel use of the Scoville Scale to categorise the relative heat of customer leads. I was finally able to confirm Habaneros have more capsicum then Scotch Bonnet, ending a long running argument. This was not my only take home though! Both presentations were interesting and had the right balance between engaging content and business promotion.  

I don’t know the attendee list, so am not sure whether it was well attended by HE marketers. I would definitely recommend people give it a try, it’s free after all. Perhaps see you there next year..?

 Onion, chilli and visitor identification with Wow analytic - a presentation of many layers.

Onion, chilli and visitor identification with Wow analytic - a presentation of many layers.

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