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

AI will remain a major trend in 2020

Category: February 2020 - Automation & AI: accelerator in digital marketing
As you probably expected, artificial intelligence (AI) will again be one of the top IT topics in 2020 and the areas of empathy and improvement of the brand experience will continue to keep companies b
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Develop chatbots with AI-controlled platforms

Category: February 2020 - Automation & AI: accelerator in digital marketing
Besides product and brand image, customer service has as well a significant impact on a company's reputation. That’s why the customer service department plays a central role in every customer-or
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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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Previous month's highlights

Smarter retail thanks to AI

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

Skeptics foresee the demise of the brick-and-mortar shop due to the convenience of online shopping, but this impression is misleading. Retailers can give their businesses a new impetus by optimizing the buying experience with some help from new technologies such as Artificial Intelligence (AI), as the following points prove:

Perx Technologies powers StarHub’s new digital loyalty program

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

Perx Technologies, a leading enterprise cloud platform that helps businesses connect and engage with their customers, announced that it has inked a partnership with StarHub, a leading homegrown Singapore company that delivers world class communications, entertainment and digital solutions.

Digital developments are forward-looking for brick-and mortar stores

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

While the retail industry felt threatened by the digital world a few years ago, digitization is by now increasingly evaluated as an opportunity. They must embrace new technology to step up to the plate of identifying the right trends at the right time and the right way to capitalize on this opportunity - and not lose sight and feel for their own business by overdosing on data and technology.

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

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