Richard Davies

'The customer experience is the new battleground - it's not about price' - Paul Matthews, CCXP insight6 Sussex & Surrey Watch the full interview with Paul here: https://lnkd.in/dCeExDRK #Brilliantbusinesses

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Today see's the launch of the Clear Channel UK Insight Store 💡 We've put all our brilliant research and insight into one place to make it super easy to access, whenever you need it. So, whether your looking for the latest consumer behavior, category case studies, or effectiveness studies, you'll find them all there on the Clear Channel website. Link in the comments below 👇 #outofhome #marketing #ooh

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Traditional B2B Sales Experience: Manager to Sales Rep: "What are you working on?" Sales Rep: "Oh, I'm just doing some prospect research here on LinkedIn." Manager: "Ok." Sales Rep: "Yes, I've spent the last two hours building a list of 10 people to contact. I know they went to university at Oxford, so I'll work this into my pitch. I'm sure this will make the difference." Manager: "When are you making calls?" Sales Rep: "What I like to do is a multi-channel approach. First, I'll like their posts, then a day later I'll follow them. After that, I'll send them an email, then connect with them the next day, and then send another email..." Manager: "What about just picking up the phone and calling them?" This is the antithesis of what the Lead Gen Department is. A sales rep like this wouldn’t last a day here. They would either be making calls or wasting another company’s time and money. But they won’t be wasting our clients’ money. Put simply, our clients want results. It’s amazing what can happen when you throw out all the "multi-channel garbage" and just pick up the phone to have a real conversation with a decision-maker. Of course, we use LinkedIn and email too, but far too much attention is given to all these different touchpoints. In my opinion, just pick up the phone and call. When you have professional, experienced team members, you can cut through all this noise with a quick call.

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Marketing Cloud Growth is now available in EMEA with data residency to be in Frankfurt, Germany. Not yet available in the UK although it is good to see data residency will be in London for UK customers. This is helpful because there's a European GDPR and a UK GDPR which are similar, but different. #DataCloud #MarketingCloud #SalesforceEinstein

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Do you make the most of your agency contacts? I was pondering this question after a super insightful catch-up with DAC UK Managing Partner Mike Fantis. Mike and I go way back when he was my agency partner in crime, driving digital transformation at David Lloyd Leisure. We stayed in touch over the years and caught up last week to share notes. Our conversation covered a vast range of burning marketing topics: 🍪 Cookies A key topic for marketers to take action, given the whirlwind of if, when, and how Google might make its 3rd party cookies crumble. Don’t be lulled into complacency by the latest delay announcement. Getting your cookie strategy right in order to create better customer experience through personalisation should be HIGH on your agenda to achieve sustainable growth. Check out a helpful podcast with Performance Marketing World featuring Mike on this topic. 💍 Brandformance marketing Yes, the happy marriage of brand and performance marketing that the respective marketing teams should foster to win big. Siloed operations are the death of marketing effectiveness and efficiency, hindering short and long term growth. It’s ONE joined goal: to make more prospects and customers realise the value your organisation has to offer! 🧪 Measurement: MMM, attribution & co Measuring marketing performance, what a rich topic! Mike and I covered the pros and cons of the various measurement options out there and went deep on how to enrich the data pools of media mix models (e.g. integrating CRM data or social sentiment). The stronger the data pool, the better the insight! If you feel you don’t have enough long term data, don’t wait. It’s better to start building a model and feed it with data over time in order to build up a stronger and stronger insight picture as time goes by. 🤖 AI’s power on marketing channels AI needs to make good what the increasing complexity of the marketing channel landscape has created over time: fragmented customer journeys and poor personalisation. Take most businesses' email marketing as an example. Complex, bitty, often out-of-sync with the actual consumer journey. Dire. Channel ROI results are mainly driven by low cost, not truly high commercial outcome. Marketing teams of this world: Use AI to reignite this and other channels! It’s time to delight customers again! 🤝 Inhousing, outhousing, or hybrid for marketing execution? The right answer here depends entirely on the organisation’s need at a given point in time. Yet, the key takeaway here is to always treat your agency contacts as true partners. They have an objective outsider view, see what happens across industries, they are knowledge aggregators and tech testers. Treat them as your partner in crime. And while you might be working with many different agencies throughout your career, make sure to keep those relationships warm, present and past… …as they make for insightful conversation. Thanks Mike! 😜 #marketing #cookies #brandformance #measurement #ai

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Budgets are short term, OS bosses looking after big scale markets and new budgets could well be financial year so lets just see what the back end of the year provides..... #adspend #businessoutcomes #digitaladspend

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👀 AI has the potential to create significant efficiencies for marketers. But beyond the theory, how are marketers in the EV industry actually using it today? Our 2024 EV Marketing Study takes a look into how many businesses have adopted AI for marketing purposes and which programmes are being used. Sound like something you’d be keen to find out? Take part in the study by visiting the link in my profile and you’ll have eyes on the findings in our exclusive report. And, on top of that, you’ll be invited to our report launch event and be in with a chance of being offered a half-day workshop from Frank & Friend, free of charge. All it takes is 15 minutes. #The2024EVMarketingStudy #EVMarketing #EVInsights

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Its interesting to see the trends within the CE sector with a few brands driving growth. It will be interesting to see how these brands do over peak which is likely to be softer this year than before as belts continue to tighten. If you're interested in this type of data weekly to be fast and first please do get in touch. #consumerelectronics #branddemand

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SEO insight: Over 50% of keywords used are four words or longer. Tailoring to long-tail searches can be your gateway to better visibility and conversions. #UKBusiness #LongTailStrategy www.ruddledigital.co.uk

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So much in here and well worth a read....though some of it can be hard to stomach. Turns out 88% of businesses call themselves digital 'leaders' but the numbers say otherwise. Between 2021 and 2023, if more increased their tech use, the UK economy could’ve gained an extra £111 billion and 676,000 jobs. Crikey….. that’s a lot of missed opportunity, especially in times like these. Actual digital leaders are shown here to grow faster, and bring in more revenue... ....but it goes beyond £s too.... 37.4% of organisations with strong digital cultures report better transparency and accountability, compared to 19.8% of those with a weaker focus. They’re also more likely to create jobs, grow, and build workplaces people value. Digital inclusion stands out in here too. Strong digital cultures are better at reaching out to underserved communities through accessible platforms, online services, and digital literacy programs. It’s a good reminder that an actual 'digital culture' doesn’t just support growth but also helps to close the gap for those at risk of being left behind and there's a good story in there. By contrasy, a weaker digital focus often means missed chances to engage with and support those who need it most. Across the board there’s still a lot more work to do on sustainability....only 32.2% of digital leaders report environmental benefits from digital. Work to be done with plenty to unpack and plenty of untapped potential there. Full report: https://lnkd.in/ezyWfZMC #DigitalCulture #Growth #Sustainability #SocialImpact #DigitalInclusion #Digitalisation

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Over the past 6 years, we've helped over 100 B2B companies with their marketing. But marketing is only one part of a successful go-to-market strategy, so we've created the 'B2B GTM Happiness Matrix' to help companies diagnose where the wider business issues could lie. Over the years, we've seen first hand the knock on effect of missing one of these components. Let's break it down: 1. Lack of a good product/service. This one is simple and obvious to detect. Churn is high (as good marketing can't paper over those cracks) and social proof is sparse and hard to generate. 2. Lack of clear positioning. If your product is a 'good fit for everyone' you will spread yourself too thin on multiple fronts, including: - budget, as you need to compete across the board. - consistent case study angles, as you're solving different pains for different clients. - sales resource, as they will need to spend more time qualifying & learning about new applications of the product/service. - profit margin, as chances are you're now competing in a highly competitive price-sensitive race to the bottom. - marketing resource, as you'll want to keep adding new target segments. 3. Lack of set KPIs. This is important at both a company & marketing level. A company without financial targets is never happy, and the directive is always 'more' - even if the going is good. This bleeds into marketing tactics. If the objective is just 'more,' this can quickly turn into over-indexing on channels, pushing them to the point of diminished returns. 4. Lack of marketing strategy. Marketing activity is the process of working out the best way a company can amplify their competitive advantage to their target audience. Skipping this stage and diving straight into tactics usually consists of, at best, templated marketing, but more often copying what competitors have done. This results in Slack messages saying 'look what these guys are doing; should we try something similar?' being put regularly into action. You can usually identify when this is the case because there is loads of random activity going on, with varied results and no proper feedback loop for testing. 5. Lack of marketing execution. This comes in two forms: - Everything is theoretical & never gets done. - Tactics being implemented poorly. The easiest way to identify this: you are only growing through referrals despite having a marketing strategy outlining other acquisition plays. 6. Lack of sales alignment. I've grouped a few things together here, from: - sales not sure which front they are competing on. For example, being educated on how they are positioned & where they win the most deals. - a poor or bloated sales process, or even being slow to respond. - not updating CRM data with relevant lead data for marketing - even pricing/deal structure. Anything you'd add? #b2bmarketing #b2b

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Last week Entropy held the UK advertiser trade body ISBA's first ever session focussing on Amazon ads. We took members through a case study showing how our faster, cheaper approach to Marketing Mix Modelling (MMM) can be used to measure and optimise the channel for incremental sales. Amazon spend still dominates retail media spend globally. However, as the discussion with some of the largest advertisers in the UK confirmed the majority don't measure and optimise it optimally for incremental sales. What is the consequence of that? Well, simply put you almost certainly could be making your budget work significantly harder by maximising its effectiveness and efficiency. If you'd like to be taken through the case study for your brand feel free to get in touch. You can also read a short summary of our approach via the link in the comments. #amazon #amazonads #retailmedia #mmm #marketingmixmodelling #econometrics Bobi Carley Mark Willock Stephen Chester Nicholas Louisson

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