At RAPP, our goal is to invent the future of customer marketing. We work with our clients to innovate their marketing on an individual level, helping shape acceleration plans by rethinking their model, their communications and even their audience.
We know brands are built from a million little experiences and every single touchpoint has the power to impact and engage when adapted to the individual.
It’s why we believe fusing data with technology, and a whole heap of creativity, is the only way to invent the future of marketing. RAPP, and our award-winning data and technology division, Code Worldwide, are doing this day in, day out.
Data can be the lifeblood of the relationships that will fuel a new dawn for the telecoms industry.
Cashing in: how banks can harness the new customer data value exchange
Getting to the destination requires a fundamental change of direction.
Running on empty: why automotive brands need to focus on the value exchange.
In a world where consumer expectations have evolved beyond legal compliance before the law even comes into force, smart businesses are making the data value exchange a brand issue, not just a data one.
Under the GDPR (General Data Protection) legislation in May 2018, brands will have to wipe the slate clean of ‘zombie’ data (i.e. data that hasn’t been specifically consented to for marketing) and woo their customers all over again. So what value can a brand offer its customers to justify the exchange of personal data?
Consumers have got wise. Times have changed. The value exchange between brands and consumers has evolved. Recent research by RAPP shows the modern consumer expects more than a little more product for a slightly lower price. They expect increased control as part of the bargain. And the smart brands are handing it over.
Trying something new is daunting. Trying something where there is potential for it to go really wrong is even more daunting. However, we are living in VUCA times (volatility, uncertainty, complexity and ambiguity). Therefore, the only option is for businesses to evolve and adapt and that means trying new things.
Cannes 2017 wasn’t short of uplifting, inspiring ideas. But as the big ad groups defected, it seemed the ads themselves had already departed.
From January 13th 2017, the directive of Payment Services (PSD2) became enforceable in UK law, requiring UK retail banks to open their APIs up to the business world at large and tighten their technical belts, ultimately creating a new competitive landscape.
Traditional Loyalty is dead, and so too is the Traditional Loyalty Programme. In its place, Belinda Collins, Senior Strategist at RAPP suggests that brands should focus on driving long-term Preference with customers, developing a mutual value exchange and even celebrating new behaviours such as ‘shopping around’.
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