Tag Archives: Marketing

News, Training, Training & Apprenticeships

Loyalty platform offers free training certifications to help loyalty pros upskill

Loyalty platform Antavo Loyalty Cloud is offering free training courses and certifications to people looking to upskill in customer loyalty.

The business will offer 100 free training certifications during the month of May to support marketing professionals to bolster their CVs with practical customer loyalty skills. The certification will provide people with a means to gain new knowledge to enter the loyalty industry as well as to open the door to new work opportunities for those already working within loyalty.

Customer loyalty is an important element of brand building, with loyalty initiatives accounting for an average of 32% of marketing spend each year. Yet with economic uncertainty and the onset of recession, job losses in marketing functions are beginning to be felt. Two in five (18%) of recruiters reported noticing job losses from the start of 2023.

Meanwhile, career opportunities within loyalty specifically are expanding. Over 90% of brands already running loyalty programmes report that they aim to revamp their program and 65% to replatform their technology within the next three years.

Zsuzsa Kecsmar, Co-founder and Chief Strategy Officer at Antavo, was recently named Loyalty Personality of the Year at the International Loyalty Awards in recognition of her commitment to the development of the loyalty sector. She said: “The importance of customer loyalty is often overlooked, as businesses take existing customers for granted. But smart organisations have customer and loyalty teams, whose sole focus is to make existing customers happy. It’s a rapidly growing field. That’s why we launched the Antavo Academy, which offers training to help people in the sector further develop their skills.

“People faced job losses in marketing, customer engagement and sometimes loyalty. Many freelancers operating in this space face regular pressure to win new work. To help all these people we’re offering free training and certifications to help people upskill themselves, update their CVs and bring their talent into the loyalty sector,” she added.

“The loyalty industry is growing. Over a third of marketing budgets on average are now dedicated to customer loyalty and the rate of adoption for loyalty programmes among businesses is accelerating. The value of the loyalty market is projected to grow from $6.47bn in 2023 to $28.65bn by 2030, signifying that the sector that is very much on the up.”

Loyalty programmes are commonplace among brands operating in both consumer and B2B spaces. The 2024 Antavo Global Customer Loyalty Report indicated that nine in 10 businesses run a loyalty programme. A majority of consumers (79%) participate in at least one loyalty programme and 90% are more likely to buy from brands which they believe understand their buying preferences.

The Antavo Academy will provide 100 scholarships throughout the month of May 2024. Applications are now open by visiting Antavo.

Marketing, PR and SEO, News

Key Strategic Appointment at Orchard Media and Events Group  

Senior strategist Sarah Mason has joined the Cardiff-based, award-winning communications agency Orchard in the new role of Group Strategy Director to help take the £15 million turnover company onto the next level.

Orchard has been providing a range of creative communications services to clients in Wales and across the world for 14 years, from Welsh Government to Principality Building Society, Aston Martin and Qatar Airways to Nando’s, the AA and Netflix. They create corporate and public events for NATO, UEFA, and Johnson & Johnson; produce film content for Visit Wales; TV programmes for BBC, S4C, Channel 4, and National Geographic; and advise on sponsorships and partnerships for the likes of the RFU, the International Chamber of Commerce, and Orbex.

Sarah has already got stuck into her new role, drawing on her previous experience at VCCP, The & Partnership (now T&Pm), Publicis and Wunderman (now VML), as well as her freelance stints at Havas London, Accenture Song and Oliver Agency. Sarah has also worked with some impressive clients including Compare The Market, ASDA, Barclays, L’Oreal and The Prince’s Trust, and has co-authored a winning IPA Effectiveness paper.

Orchard co-chief executive Jim Carpenter said: “We’re a well established leading independent regional agency and work with big brands, offering an integrated range of marketing communications solutions. We’ve been looking for some time to appoint someone of Sarah’s calibre into this significant new strategic role at Orchard, and we’re really excited to work with Sarah to take us onto the next level.”

Orchard is an RAR+ Top 100 agency, winner of both Drum and Drum Recommends awards and has been included in the Drum Top Independent Agencies. Last year Orchard’s ‘Cymru i’r Byd, Wales to the World’ integrated,  multi-lingual, multi-platform campaign promoting the nation’s appearance at the 2022 FIFA World Cup scooped both the prestigious Grand Prix and the Travel & Tourism World Media Awards.

On her appointment, Sarah said: “Orchard is an agency I’ve long admired from afar, so I’m thrilled to now be part of the team, bolstering their strategic offering as they embark on this exciting next chapter.”

News

CTI Digital appointed by Mind, the mental health charity, to enhance its digital strategy and provide web design and development services

CTI Digital, a leading UK technology, experience and digital marketing agency, has been appointed by the mental health charity, Mind. The agency will work alongside Mind’s digital team to drive the charity’s website initiatives, through a comprehensive digital strategy involving user research, user experience design and the development of Mind’s website.

Mind, a charity supporting people experiencing a mental health problem in England and Wales, has tasked CTI Digital with strengthening its website capabilities. This will be achieved by providing digital expertise, employing extensive user research, website design, and proficient website development to support Mind’s digital team.

CTI Digital will provide web design and development services for Mind’s existing website, which will, in due course, be upgraded to Umbraco 13 and the Azure hosting environments. Key to CTI’s appointment was the ability to guarantee 99.9% uptime, a key feature given the important service Mind provides for those seeking support.

The partnership extends beyond maintenance, with CTI Digital actively collaborating on Mind’s development roadmap, involving technical SEO, data analytics, development, and DevOps, showcasing the agency’s multifaceted capabilities.

Dominic Wilkinson, Digital Platforms Manager at Mind said: “CTI helped us onboard our Umbraco website onto their hosting and support service, which has enabled us to firmly maintain a business-as-usual pace of work. We also have access to a wide range of CTI services that allows us to design, develop, test and deploy new features at pace.”

Chris Woodward, CEO at CTI Digital said: “We are thrilled to be working with Mind in their mission to make a meaningful impact on mental health challenges through its website. Our ongoing collaboration reflects our dedication to supporting Mind’s vision and ensuring that no one faces mental health alone.”

News

Storyblok helps DW Drums play a modern beat with its digital presence

Storyblok, the content management system (CMS) category leader, today announced that DW Drums, a drum manufacturer endorsed by the world’s top drummers, is using its CMS to modernize their content operations.

DW Drums partnered with the digital agency Domaine to build an entirely new digital presence that includes a native e-commerce platform for the very first time.

Stacey Taylor, Digital Production Manager at DW Drums, said: “There’s always a story behind the music. Storyblok makes it easy for our entire team to create content and tell stories about our products and artists in an appealing way that our customers can connect with.”

Alanna Churchard, Director of Engineering at Domaine, added: “Using Storyblok for content management and Shopify for e-commerce is a powerful combination. We’ve only completed the first phase of DW Drums’ digital transformation, so there’s much more to come. Storyblok is so easy to use that part of our vision is to have the artists use it to post visual and written content on their own.”

Storyblok, DW Drums, and Domaine are all attending Shoptalk in Las Vegas between March 17-20, 2024. Stop by Storyblok’s booth (#500) to learn more about DW Drums’ digital transformation.

HR, HR News, News

Employee recognition platform, Bonusly, appoints Eskimoz to drive growth following organic overhaul

Leading employee recognition and rewards platform, Bonusly, has announced the appointment of leading international digital marketing agency, Eskimoz.

The Philadelphia-based brand works with thousands of companies to build high-performing culture by delivering an innovative employee recognition and feedback solution. Bonusly puts employees back at the heart of organisations with a solution that amplifies wins, connects teams and boosts engagement.

Bonusly officially appointed Eskimoz in January 2024, with an initial strategy to further increase revenue and drive qualified leads through the alignment and optimisation of its paid and organic campaigns. The news follows Bonusly’s pledge to address disengaged employees, and the estimated $8.8 trillion in lost productivity by empowering people to love where they work through a solution that recognises achievement and enables performance.

Leading international marketing agency, Eskimoz, boasts an impressive track record in working with major brands worldwide, alongside extensive industry experience in developing both paid and organic campaigns and digital acquisition strategies that generate real growth. Their data-driven approach delivers tailor-made campaigns designed to deliver impactful and meaningful results.

Now in the process of aligning Bonusly’s paid and organic channels, Eskimoz will work closely with the brand to drive further organic visibility, optimise its SEO strategy and provide dashboard automation support.

Sam Martin-Ross, UK Managing Director of Eskimoz, confirmed: “Our team at Eskimoz is delighted to be working with Bonusly and assisting them with the next stage of their incredible growth.

“Having developed a deep understanding of where the brand is currently at, we feel our team is perfectly placed to achieve alignment across their entire digital strategy as they look to further expand their reach and visibility, and we look forward to working with them in the long-term.”

Speaking on the appointment of Eskimoz, Nicole Fuselier, Senior Revenue Marketing Leader at Bonusly said:”Bonusly is entering an exciting stage of growth and we feel extremely confident in the ability of Eskimoz to support us. For us, culture is critical, and the Eskimoz team fit in perfectly with our vision and values. We look forward to working with them.”

Bonusly joins an exciting client portfolio at Eskimoz, comprised of both established and challenger brands including Matterport, The Trade Desk, and Trint.

Established in 2010 and headquartered in Paris, France, Eskimoz is fast becoming a leading global digital agency, with expertise in SEO, PPC, Content and Data.

For more information, visit:

https://www.eskimoz.co.uk/

https://bonusly.com/

News

Homes and Gardens Retailers Invited to Free Digital Marketing Event

A free in-person event is promising to arm homes and gardens retailers with the insights and knowledge that they need to maximise their digital marketing efforts in 2024.

Decoding Digital: Efficiency & Effectiveness in Home & Garden Marketing – is being hosted by sector-specific digital marketing experts Door4 on Thursday 22nd February at Brockholes Nature Reserve near Preston (just off junction 31 of the M6). Register now to secure your place.

The event comes at a key time for homes and gardens retailers as industry experts IPA Bellwether predict that despite the current economic uncertainty, UK marketing budgets as a whole are set to increase in 2024 as brands look to remain active in the hope of a return to consumer confidence in the latter stages of the year.

But with increased spend comes increased competition. Brands looking to drive sales in the homes and gardens sector are not only competing against other retailers who are also upping their marketing activity; in 2024 ensuring the effectiveness of every pound spent on advertising and promotion within the heavily competitive furnishings and décor markets is a must.

“This interactive and hands-on event has been tailored specifically to help homes and gardens retailers navigate the digital landscape in these uncertain economic times, says Sean Dwyer, director at Door4 who will be speaking at the event.

“Spend may be predicted to be up in 2024 but in this crowded digital marketplace maximising return on investment is crucial – we will give retailers the insights they need to succeed.

“Attendees will learn how to stay ahead of the curve with innovative online strategies that can easily adapt to fluctuating consumer spending habits as economic forecasts evolve.

“We will also take a deep dive into how brands can develop messaging that resonates most with their audiences. We will focus on how to choose the most effective media channels and showcase the essentials needed to create distinctive brands that stand out.

“Our events are fun and interactive – there will be lots of opportunity for participation and a great chance to network with your peers. The event kicks off at 9am with a free hot breakfast, the presentation will begin at 9:30am.”

 

 

News

2024 A Breakthrough Year for Immersive Experiences, Predicts HYPERVSN

LONDON, 15 January 2024 – As the landscape for consumer attention becomes increasingly competitive, HYPERVSN, a global leader in 3D holographic technology, shares its predictions for 2024, offering a vision for how emerging trends will shape customer engagement in the coming year.

1: Selective engagement set to grow in a content-saturated world

Customers are drowning in content – and the inundation of advertisements is leading to widespread desensitisation, prompting a change in consumer behaviour. Instead of passive content consumption, there’s a growing appetite for immersive, engaging experiences that offer more than just visual stimulation. Consumers no longer want to observe – they crave to be captivated.

This trend indicates a need for a more strategic approach to content creation. In 2024, brands will need to pivot towards offering personalised, interactive experiences that not only capture attention but also provide deeper emotional and intellectual engagement. The focus is shifting towards content that can truly resonate with the audience, turning every interaction into an opportunity for meaningful engagement.

2: The rise of holographic 3D content in brand communication

One reason which consumers are increasingly becoming desensitised to the daily bombardment of content is the format in which it is presented. 2D digitally presented content becomes overfamiliar to consumers, to a point where they are becoming actively unengaged.

The disengagement will drive the move among organisations towards distinctive and memorable experiences to stand out amongst the crowd. Holographic 3D content will reveal itself as the answer to 2D fatigue. It’s already shown to increase viewing and engagement time by approximately 40% when compared against 2D content. It will no longer be a desirable extra, but a necessity.

3: The fusion of digital and physical elements in retail stores

Holographic visuals will increasingly be a critical mechanism in “phygital” consumer experiences. In sectors such as the retail industry, digital and physical worlds are colliding more often to enhance interactivity with customers.

We will only see this blend being used more often on the shop floor in 2024. Retail outlets can find that incorporating holographic innovation can boost sales of promoted products by as much as 40%. The focus will be on recapturing the attention of visitors and turning them into engaged brand advocates.

4: Digital appearances merging seamlessly with the physical retail experience

The line between digital and physical consumer identity is increasingly blurred, especially among Generation Z. Online, users meticulously curate their digital avatars, reflecting their fashion and style preferences. This trend is more than a digital pastime, it’s a part of their identity, influencing their real-world fashion choices. Retailers are catching on, utilising holographic technology to bring these digital experiences into their physical stores. One example is using holographic displays in its stores to allow customers to interact with and preview digital-only collections. This innovative approach is transforming the shopping experience, merging online identities with offline retail environments and will flourish in 2024.

By blending the comfort and familiarity of physical stores with the excitement of digital innovation, retailers are creating immersive, memorable shopping experiences. Customers can now see their online preferences come to life in the store, bridging their digital and physical worlds. This convergence is a powerful tool for leaving a lasting impression that extends beyond the store visit.

5: Spatial storytelling will be the future of retail

Among fashion and beauty brands in particular, more will leverage 3D technology to create immersive, story-telling environments. Spatial storytelling – consisting of brands creating ‘story-based layouts’ inside their stores – will offer unparalleled opportunities to captivate the attention of audiences and turn them into regular shoppers.

This evolution in retail storytelling isn’t just about aesthetics, it’s about creating a deep, emotional connection with the consumer. By immersing customers in these vivid, 3D narratives, brands are not only showcasing their products but are also forging a powerful, lasting bond that resonates with the values and aspirations of their audience.

Kiryl Chykeyuk, CEO and Co-Founder, from HYPERVSN adds: “The modern customer craves more than mere transactions; they seek emotional engagements that resonate on a deeper level. It’s our inherent neural wiring for sensory stimulation that transforms engaging experiences into lasting, positive memories. We are, fundamentally, wired for immersion. The emergence of immersive experiences, driven by holographic technology, will push this immersion to the next level.”

News

Leeds Marketing Agency and North Yorkshire Council partnership adds up

Leeds-based marketing firm The Marketing Optimist has partnered with City of York Council and North Yorkshire Council on a marketing project to promote MultiplyNYorks – a new, free adult numeracy project for York and North Yorkshire residents.

The full-service digital marketing agency is supporting the council with marketing strategy, social media marketing, SEO, website design and copy on the programme.

Multiply was created to help people over 19 years of age who don’t have a maths GCSE at grade C (or equivalent). It’s a national programme which offers courses and activities in the local community that help people manage their money better, improve their confidence, and open up better employment opportunities.

Employers and businesses can also access these adult numeracy courses to upskill their workforce or request bespoke training sessions to meet employee needs.

The MultiplyNYorks project will run until 2025 and is led by a dedicated central team created as a partnership between the Adult Learning Service of North Yorkshire Council, City of York Council’s York Learning, and a consortium led by Better Connect.

The overall project has been given £2.6 million from the UK Shared Prosperity Fund to improve the numeracy skills of working-age people in the UK.

Lois Calvert, Multiply Development Manager for North Yorkshire Council and City of York Council, said, “We are delighted to be working with The Marketing Optimist on this programme. The collaborative work has allowed us to reach individuals who would not usually engage in learning activities. The dedicated website has allowed us to showcase the fantastic work that is happening across York and North Yorkshire.”

Working on the client’s brief, The Marketing Optimist has delivered a new website for MultiplyNYorks – focusing on accessibility, design and usability. The team will also work on an in-depth SEO strategy and ongoing optimisation, writing compelling web copy and delivering a social media strategy to raise awareness of the Multiply programme.

Richard Michie, CEO of The Marketing Optimist, explains, “This project is one of our biggest to date, and we are thrilled to be chosen as the marketing partner for such an important initiative. This project requires a thorough, collaborative approach to deliver an extensive multi-channel marketing strategy, as there are over 20 delivery partners across York and North Yorkshire.”

The Marketing Optimist is a full-service digital marketing consultancy based in Leeds and founded in 2016. The agency works with a range of local, national and international clients. 

With a team of experts specialising in digital marketing, social media, SEO, copywriting,  website design, video marketing, marketing strategy and PR, the business offers a strategic and agile approach to help clients achieve meaningful results from their marketing activities.

Marketing, PR and SEO, News

The one key reason your marketing campaigns fail… And why all business leaders can’t see it

Written by Roger Jackson, founder and CEO of SenseCheck

Every company needs a successful marketing strategy to attract new customers but, unfortunately, many of the managers who create these strategies fall short on their goals.

In fact, SBI found that in 2014, 71% of marketing teams were using “ineffective methods” for helping their companies grow.

A failed marketing strategy costs a lot more than lost revenue opportunity – it can cost us time, resources, and even deter possible customers.

So why are so many campaigns failing? Yes, marketing is often a process of experimentation, and it is inevitable that experiments don’t always work, but does the failure rate need to be so high?

There are many reasons why campaigns fail, from lack of audience understanding to poor messaging and creative issues, to name just a few.

But a reason often overlooked by business leaders is that they lack an objective second opinion from those outside ‘their bubble’.

Different, informed perspectives can be truly valuable for a small business marketer and can mean the difference between your campaign taking off or plummeting.

You can’t read the label from inside the jar

You are, of course an expert in your product, an enthusiast for it, and are immersed 24/7 in the hothouse of the inner world of your business. However, that’s a very different starting point to your prospect.

As a result, your understanding of how to convey your offering is biased by how close you are to it, making it almost impossible to see your marketing through fresh eyes.

Your perception of the message you put out will be warped by your own hyper-focused perspective on the product you are selling, and this is why outsider insight into your campaign, asset, content or idea can be instrumental to your success.

You need a third-party expert looking at what you have produced and giving you their honest, constructive opinion.

The importance of non-bias

Even more important than seeking external evaluation of your campaigns is ensuring that the opinions you gather are unbiased.

The reality is, most of the input available to you from your team, or even friends and family will indeed be biased.

If the person whose opinion you are seeking works alongside you in your business, they are also living in the same bubble, and workplace politics may also get in the way of honesty.

This bias limits your team’s ability to truly and effectively understand how your market will receive your messaging.

Friends and family may lack enough business savvy to help, but more than anything else they will want to avoid upsetting you by stepping into any controversial debate.

Most people close to you won’t view the success of your marketing as worth harming the relationship for, so any criticism may be dressed up in positives, and you may be so busy enjoying these that you miss the subtle negatives among them.

So, you need to look further afield.

How an outside opinion can help

There is a huge difference between perception and reality.

We all know the sayings, ‘one man’s meat is another man’s poison’ or ‘beauty is in the eye of the beholder.’

We all see things differently depending on our unique perspectives, personalities and experiences.

This is why, without proactively seeking other perspectives on your marketing campaigns, you are limiting your own view and that is inherently risky.

An outside perspective can challenge your thinking, help improve your critical analysis and give your more confidence in your decision. Even if you choose to ignore it!

So, who do you ask?

It can be tough to find a regular source of feedback that is well informed but sufficiently objective, and who doesn’t simply want to maintain the relationship. You must also recognise that someone even loosely involved with your business goes native within a matter of weeks.

A great option, therefore, is to speak to other experienced business people with practical marketing experience from outside your company.

Conclusion

Marketing campaigns can be a great way to attract and convert new customers, and if you implement them correctly, they can also have a significant impact on your bottom line.

By seeking objective advice from marketing experts from outside your team and organisation, you can be sure your campaign will be more likely to succeed and bring you the results you desire.

News

Scottish Brand and Communications Agency Achieves 103% Growth in Top-Line Revenue and Doubles in Size in 12-Month Period

Rationale, a strategic brand and communications agency, has announced an impressive 103% growth in top-line revenue over the past 12 months. The strong financial growth has also been further supported by the business doubling its team in size and further international growth. 

 

The agency, headquartered in Edinburgh and with offices in London and New York, has seen phenomenal growth due to its authentic strategy creation around a brand’s ‘why’ and the cultivation of a stand-out culture.  

 

Co-MD Rowan Morrison comments: “We attribute our rapid growth to the unique approach and culture we’ve built, leading to the formation of an incredible, motivated team. Next year, we will be focusing on further growth in B2B verticals where we have a depth of expertise, such as healthcare and health-tech, financial services, engineering and architecture, and innovation.”  

 

As part of Rationale’s commitment to excellence, the agency welcomes Strategy Director, Caroline Olechowski, who joins as a key addition to the Senior Leadership Team (SLT). Caroline brings a wealth of experience and expertise, which officially begins in the first week of December 2023. She is joined on the SLT by a second recent hire, Aisling Cotter, whose experience includes management roles at Schuh and Edinburgh-based agency, the Union.  

 

Olechowski and Cotter join Paul Saag, Rationale’s Creative Director, to continue to drive the agency forward. In addition to the SLT, Rationale has recently welcomed Clodagh Laing as Finance Manager and Fraser Malone as Editorial Strategist. 

 

With an eye on continuing international expansion, Rationale is actively building on its US presence and plans to host a significant event in New York in Spring 2024. The agency also maintains its commitment to BCorp status, actively working on sustainability and culture initiatives to contribute positively to the business landscape. 

 

The agency’s new office space on the Shore in Leith has become a landmark in Edinburgh’s creative hub, positioning Rationale to launch a series of events, in collaboration with other agencies in the area. The office will also support community endeavors, offering the boardroom for use by local charities and exploring various charitable initiatives as the agency bolsters its charitable credentials. 

 

Co-MD Svein Clouston adds: “From the start, we have had a driving ambition to challenge traditional agency models and elevate the quality and motivation of our team. Rationale prides itself on achieving high levels of creativity and quality, changing perceptions of B2B brand communications by fostering a supportive and empowering work environment. 

 

“We’re hugely passionate about insight-led, highly relevant, creative communications and brand storytelling that deliver against our clients’ objectives. Our leadership team is directly involved in the work we do as an agency and intends to continue to be so, to support not only our clients, but also our team in terms of mentoring and training.” 

 

Rationale boasts deep, evidenced expertise in B2B, with a particular focus on SME and Corporate audiences, addressing the decision-makers crucial for client engagement. The agency’s extensive experience extends to financial services, healthcare and health-tech, education, SME services, internal comms, and employer branding, providing comprehensive solutions to a diverse range of clients. 

 

To find out more, visit: wearerationale.com