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A couple of weeks ago an article on LinkedIn piqued my interest. In ‘Is Trust the New Currency?’, Microsoft’s Geoffrey Colon tears into the marketing and advertising industry’s current obsession with content and storytelling. As someone who takes creating content and ‘telling stories’ pretty seriously, it was a pretty damning indictment of my whole […]
How can you turn this information into achievable means to help optimise your website, increase conversion, improve personalization and provide excellent customer experiences? The conversation is no longer about how and why data is essential. It’s about how data is being used to drive success. To reflect this shift Marketing Week team has rebranded its […]
Success is very much dependent on getting this right by defining clear governance, roles and responsibilities, and ensuring there is a high degree of collaboration internally. This is one of the themes investigated in our new report, Understanding the Customer Journey: More Than Just Online, published in association with ResponseTap. The research shows that companies […]
Picturehouse Cinemas The arthouse cinema chain has been having a difficult time lately with its newly revamped purchase system, although in my experience the problem just lies in returning customers getting used to the new navigation. Despite this, Picturehouse has decided to offer a thorough and comprehensive apology, as it felt that it hadn’t communicated […]
But despite the amount of data and analysis tools available to businesses, it’s not uncommon to find that business owners and executives don’t know the key metrics that really matter. Here are the three metrics every business needs to know. Customer lifetime value (CLV) What is every new customer worth over the lifetime of their […]
A common theme throughout this research is that brands’ belief in the strength of their customer experience doesn’t line up with their customers’ reality. For example: Only one in three consumers believe that their favourite companies understand them. Of those consumers who switched consumer services in the last year, most did so for reasons […]
Successful subscription services fall into two model categories. On the one hand, there is a utility model for FMCG and staple goods, where lower costs mean that a subscription provider can offer deeper discounts whilst continuing to maintain margins. Internet giants, such as Amazon with its ‘Subscribe and Save’ service, are already moving fast to […]
A new report from Econsultancy and ResponseTap investigates this topic, looking at what companies are doing to map journeys and improve the overall customer experience across an array of different touchpoints, including interactions in the digital and physical worlds. The Understanding The Customer Journey report is based on a survey of almost 2,000 digital marketers […]
What is evergreen content? Evergreen content is that which is still interesting and relevant weeks, months or even years after its initial publish date. It doesn’t date like news can, it can deliver value in terms of traffic, leads, social shares and can occupy valuable search positions for a prolonged period of time. The best […]
New research finds that 82% of consumers will switch after bad experience Reading, UK 26 March 2015, Not being understood and companies that fail to acknowledge their feelings are the biggest consumer frustrations when dealing with brands through digital channels. 78% of UK consumers surveyed in Eptica research ranked getting a response that either partially, […]