Business Marketing
With the rise of Artificial Intelligence, all business functions are now concerned by the challenges of data management. But if there is one that is particularly impacted, it’s marketing.
Discover the potential of using data from your business activity and your optimized customer experience thanks to sales prediction, scoring, personalization, chatbots, … tools. And with our experts, follow the emergence of new features in this still recent phenomenon, which also promises great developments in the years to come.
Business Marketing
Marketing automation: How to perform successful campaigns?
More and more businesses are using Marketing automation in their strategies. By automating repetitive marketing processes, it helps to create a personalized offer for the user by delivering content on time. Overall, it helps to engage with both prospects & customers in a smart & efficient way. But where to start with Marketing automation? How…
Business Marketing
Digital marketing: from consent management to zero-party data
How to differentiate yourself from your competitors? The issue is now more critical than ever. In a previous blog article, we talked about Responsive Customer Experience, a new marketing paradigm that should help brands stand out amongst competitors. Nowadays, brands have no choice but to go the extra mile: they must know how to customise,…
Business Marketing
Digital Marketing: your business repositories are more valuable than you think
We provided in a previous article the definition of Responsive Customer Experience, a new marketing paradigm that allows brands to stand out significantly. However, the challenge lies in managing to take several steps (faster than your competitors) in order to dynamically customise all customer interactions according to their choices, behaviours and objectives. In order to…
![Software is (still) eating the world [Partie 2]](https://orange-perspective.fac.to/wp-content/uploads/2021/02/marketing-still-eating-part2-cdp.jpg)
CRM
Marketing Strategy: why and how to implement a Customer Data Platform
In my previous article, I explained that, this year again, we would see a surge in business digitalisation, and that this would accelerate some already observed trends: namely, hyper-automation, AI directly embedded in business processes, Responsive Customer Experience… And I concluded with enterprises’ increasingly high expectations: i.e. support beyond new CRM platform implementation and third-party maintenance. In this…
Digital Marketing: why Customer Experience First should be second nature
We have all noticed in waymarked areas those off-path trails that have sprung up on the ground or in the grass as proof of their repetitive use by pedestrians. Indeed, who has never chosen to cut across a park rather than follow the designated, longer route? It is this very observation that clues us in…
Business Marketing
Data governance is now a critical issue for marketing
On 19 June 2020, the French Council of State confirmed that publishers could block access to their site whenever Internet users refuse their cookies, thereby making the cookie wall principle a reality. The importance of this debate, initially pitting publishers against the French Data Protection Authority, CNIL (Commission nationale de l’informatique et des libertés), shows…
Business Marketing
What powerful marketing tools to choose in times of crisis?
Studies have shown that, even in times of crisis, such as the one we are currently living with the new Coronavirus outbreak, customers are still open to try new products, as long as these are perceived as more valuable than their predecessors. With most physical shopping experiences being shut down, marketers should support their customers…
Data & AI culture
How to improve your ROI with Artificial Intelligence?
More & more industries starts to implement Artificial Intelligence projects into their businesses to optimize their processes and efficiency. But how to see positive return on investment from their AI projects? Transform your organisation for a better human-machine collaboration Our Orange Business Expert Podcast strive to answer business questions in the domain of Data &…
Business Marketing
Marketing and artificial intelligence: seven current trends
Over recent years we have seen a steady increase in the powers of artificial intelligence(AI). Every sector is affected, to a greater or lesser extent. But there is (and will continue to be) one on which will have a massive impact: marketing.
Business Marketing
Geomarketing: how can you fully exploit its potential?
Although geomarketing is currently regularly used in businesses, it is almost always badly or under-exploited. How can we put that right?
Premium![[Whitepaper] Sales Transformation in a Digital World](https://orange-perspective.fac.to/wp-content/uploads/2016/10/sales-transformation-900x460.jpg)
Business Marketing
Livre blanc | Sales Transformation in a Digital World
The whitepaper "Sales Transformation in a Digital World" focuses specifically on the renewed role of CRM in the context of adapting to the new Journey standards.
The Customer Value Exchange: The Heart of a Company
At the conceptual core of every company there beats a heart that keeps the company alive. This heart is the customer value exchange. The concept is true if your company is large, small, somewhere in between, for-profit, not-for-profit, or a government organization. It is as true for your child’s lemonade stand as it is for…
Agile Marketing Feeds Smart Technologies
Agile marketing is not just about speed and flexibility. Agile marketing has a lot of attention right now as many people believe that it is faster and more flexible marketing. In general, this may be true, but this is only a part of the definition. To be more specific, agile marketing is a process-oriented device…
Business Marketing
Where does your customer experience begin?
Data collection and data analysis are important pieces of our strategy to improve the experience our customers have with our business. However, have we become mesmerized by “big data” and thus forget something much more basic? We need to remember that who our customers interact with, in our business, is our business. And the better…
Business Marketing
The Customer Experience Moment
You may not have noticed it. It happened slowly, subtly. Then, everywhere you turn, people are talking and writing about it. We entered the Customer Experience (CX) era. Think about it. Before the internet, the voice of the customer (VOC) was muffled. We sent letters directly to the company or indirectly through surveys from companies…
Driving the Customer Experience with Big Data
Having worked in technology and with technologists for the past twenty years, I find myself every now and then getting caught up with the latest technology. Have I downloaded the latest mobile application? Do I want to upgrade to the latest version? Shall I store my data in the cloud? In meeting after meeting, when…