Thursday Apr 02nd

This week's highlights

Content partnership examines mobility, creativity and the impact of Industry 4.0 on the future of work

Category: March 2020 - Content Marketing: authenticity, transparency & quality instead of keyword battle
HP and its media agency, PHD, have partnered with VICE and The Economist to produce a content series entitled ‘Future X’, exploring the trends shaping the workforce and work styles of the
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The 50 most important content marketing formats

Category: March 2020 - Content Marketing: authenticity, transparency & quality instead of keyword battle
In her book Touch.Point.Sieg. Kommunikation in Zeiten der digitalen Transformation, Anne M. Schüller identifies the 50 best content marketing formats that can be quite helpful to figure out wha
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Breaking down data silos and providing a complete view of customers’ activity across systems with Zendesk Sunshine

Category: March 2020 - Content Marketing: authenticity, transparency & quality instead of keyword battle
New functionality for its open and flexible CRM platform Zendesk Sunshine have been launched earlier this month that lets companies connect and understand all their customer data. These capabilities b
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Previous articles

Creating value with the right AI strategy

Category: February 2020 - Automation & AI: accelerator in digital marketing
Artificial Intelligence (AI) is already blurring traditional industry boundaries, threatening legacy companies and giving agile new entrants the chance to make an impact fast. Clearly, AI has the powe
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The time is ripe for true digital business ethics

Category: February 2020 - Automation & AI: accelerator in digital marketing
In ever shorter intervals, digitization brings new trends to light that overwhelms us humans both at work and at home. IT businesses and media companies bombard us with phrases like Industry 4.0, Inte
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Outstanding performance of Google’s state-of-the-art chatbot ‘Meena’

Category: February 2020 - Automation & AI: accelerator in digital marketing
Google just presented Meena, an end-to-end, neural conversational model that learns to respond sensibly to a given conversational context. Meena can conduct conversations that are more sensible and sp
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Previous month's highlights

Alipay Guide for international travelers in China

Category: November 2019 - E-Commerce & Retail Digital Marketing

More and more visitors visiting China every year, as the country eases visa requirements to boost tourism. In 2018, 30.5 million international visitors have been welcomed, an increase of 4.7 percent from the year before, according to government data. These tourists were spending already a total of US$73.1 billion last year. Alipay is China's most popular digital payment service, according to market researcher Statista, with 87% of survey respondents in the country aged between 18 and 69 reporting that they use Alipay for their digital financial needs.

In-App sales gained significant traction during the yearly shopping festival season

Category: November 2019 - E-Commerce & Retail Digital Marketing

Criteo unveiled seasonal data which showed that Singles’ Day is still Singapore’s biggest shopping festival, but the likes of 10.10, Black Friday, Cyber Monday and 12.12 are showing uptake among Singaporeans, too.

Questions each marketer must be able to answer for campaign performance improvements

Category: November 2019 - E-Commerce & Retail Digital Marketing

The key to a personalized and targeted customer approach is a good understanding of your customers. Sounds simple, but what exactly should you know about your customers?Read on to find out our top 7 recommendations for better understanding your customers:1. Who are my top customers? Top customers are the proportion of customers who regularly generate high sales. These can be identified by the so-called RFM analysis. To do this, ask the following questions: Recency: How long since their last purchase? Frequency: How often do they buy? Monetary: How much revenue was generated? The top customers can then be determined from the intersection of these three groups. 2. Where are my customers located? The geographical location of customers can be important for marketers, as it can have a decisive influence on customers’ preferences if their purchases are geographically based – for example, which airport to book flights from, or which venue to attend a live event at. Geo-analysis uses spatial information such as postcodes for visualizations and selections. This enables new perspectives on market penetration, the identification of new market potential and the dispatch of regional offers and/or teams.3. What do my customers buy? Which customer bought which product? This is a fairly important question. Not only does it inform you about your current customers, but it also allows you to identify customers with a similar profile who have not yet purchased this product. This enables the realization of untapped potential. Customer profiles can be defined based on demographic, psychographic, geographic or behavioral characteristics.4. What turnover do my customers generate? Knowing which customer group generates what turnover is crucial for the distribution of your marketing budget. For example, customers can be identified in order to receive loyalty rewards or higher quality communications. Often referred to as Customer Lifetime Value (CLT), this metric represents the total revenue that a customer generates during a company's life cycle.5. When and how often do my customers buy? When and how often customers buy is essential information, especially in retail, in order to optimize orders and inventory accordingly. In addition, this information can be used to identify the best possible time for advertising or campaign contact, and customers at risk of churn. The prerequisite for this is the transaction history of the customers. This can be mapped, for example, in a CRM system.6. How many customers do I lose per year? Even though your number of customers may have remained constant over a longer period of time, it’s possible that some customers have churned, and this effect has been offset by new customers. In order to increase the customer base in the long term, however, it’s important to know how many customers churn each year, identify possible causes for this and take appropriate countermeasures. Precisely which customers have churned can be determined by the last transaction date using a CRM system.7. How many new customers do I gain each year? Based on the number of new customers you can see which marketing communications have been particularly effective to date. This helps to plan your sales forecasts for the coming year and determine which marketing measures should be given more focus. New customers within one year can be recognized in the CRM system based on the creation date of the data master record.By Apteco

Will Vue.ai become retail industry’s favorite toy?

Category: November 2019 - E-Commerce & Retail Digital Marketing

Vue.ai is an inference engine for the retail industry that gives, with its AI retail teams across the globe, access to a central brain that extracts critical data from products and customer behavior.Retail teams can automate key functions and deliver personalized experiences to each shopper, increasing ROI on every function in the organization, by pulling the power of AI in the hands of every team member across merchandising, buying, styling, cataloging, marketing and more.

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