Mobile apps help to attract new customers, increase engagement and drive conversions, but this often requires the user to keep coming back.
Some in-app offerings will be enough to keep the user returning, but other times the users might need a little reminder to send them back to the mobile apps they may not have opened in a while.
According to data from Localytics, 22% of people who download an app only use it once. This means that marketers really need to be thinking about how they can attract their customers back to their mobile apps.
This thinking should go beyond just app downloads and focus more on value and engagement. This can be done in a number of ways, in terms of marketing, these can include push notifications, location-based services, in-app messaging and SMS.
As we draw closer to the end of 2013, not a day goes by without someone committing a feverish 'future of content marketing' post into the marketing blogosphere.
According to these digital soothsayers, next year we are destined (doomed?) to see more native advertising, more video content, more renewed commitment to ‘story first’ strategies, and so forth.
These are all strategies and techniques you could have read about in 2012, 2011 and 2010. The truth is content marketing has been around for over a hundred years, but there are many who would be happy for it to remain in its predictable, boring and samey infancy.
To be quite blunt, content marketing in 2014 needs to grow up.
Here’s how I’d like see content marketing mature over the next year...
During the festive period Boxing Day becomes the second hive of frenzied shopping activity as people look to grab as many bargains as they can in the post-Christmas sales.
Last year IBM reported that Boxing Day sales returned to their pre-Christmas peak.
Here's my five top tips for how you can get your ecommerce site ready for this next busy shopping period.
This year we hosted our second Digital Cream in Shanghai, and because we liked the venue so much from last year, we decided to hold it again at exactly the same place.
There’s something quite enthralling to be running our Digital Cream senior marketers’ roundtable gathering at one of the top night spots in town, especially when it’s located in mainland China.
There’s the stunning skyline view of downtown Shanghai, the Huangpu tributary of the Yangtze river running through the vibrant metropolis, and the feeling that you’re somewhere incredibly special and, dare I say it, more than a little auspicious.
In Chinese culture the number six represents wealth, and it is thought to be good for business.
For this reason I chose the six most important actions you should take in order to get Google Analytics up and running properly.
I tried to provide tips on both configuring and using the tool, as both are extremely important.
If you run an ecommerce site, you probably use email to announce sales, engage customers and drive repeat purchases.
But now that the vast majority of your customers use smartphones, you can follow the lead of most large ecommerce sites which are using SMS just like email to drive repeat visits and purchases.
If you collect mobile phone numbers and have permission to text them, include links in your SMS back to your site (also known as Smart SMS) and grow sales through one of the most direct and engaging marketing channels available.
This blog post isn't to convince you of the value of SMS for driving ecommerce sales, most smart businesses are doing it already. Our goal is to answer a key question: how do you measure the effectiveness of SMS and track the sales from each campaign?
The value in web analytics comes not from the tool but from using the data it provides.
Web analytics can be an amazing driver of business performance when it's supplying insights that are used to inform business actions. For this, you need more than the technology, you need the people and the processes as well.
Let’s narrow our focus though to just the web analytics tool, whether a (technically) free solution such as Google Analytics or the paid solutions such as Adobe Analytics, Webtrends, etc.
So many companies say they are doing web analytics because they have a tool installed. Simply adding the basic page tag to your website is not enough to give you useful insights.
Facebook provides an unparalleled amount of real-time, accurate user data. With Facebook, marketers can be flies on the wall, quietly and unobtrusively gaining insight into their consumers by observing the details they share about their lives.
It is the world’s largest unfiltered focus group for brands to listen to, and it’s arguably the richest CRM database for marketers to take advantage of.
Consumers provide large amounts of data through their Facebook activities, enabling marketers to access far more information about who they are than a survey or poll might reveal. And, thanks to the high-frequency of consumer activity on Facebook, all of this wonderfully rich data is consistently kept up to date.
Best of all, the accessibility of consumer data on Facebook means that marketers can utilize it without interfering in their consumers’ lives.
To bring Econsultancy readers and subscribers the best blog content from the month gone, I've been writing simple posts like this one (with the best of August and September also available).
There's plenty of good stuff I've had to leave out, but the posts I've included below will bring you some new best practice, insightful opinion, and some coverage of October's biggest events in marketing, ecommerce, big brand land and GAFA World (Google, Amazon, Facebook, Apple).
I hope you'll enjoy the best from our myriad of authors.
Advertising on the internet and mobile has increased by 17.5% to £3.04bn in the first half of 2013 according to the IAB, an increase of £607m compared to 2011.
Analytics has played a key role in this growth by helping marketers accurately measure return-on-investment (ROI) and justify reallocating traditional media budget to digital marketing. However, with the amount of data now available to digital marketers via analytics, they’re in danger of becoming data squirrels that hoard data but do nothing with it.
There aren’t enough analysts in the world or hours in the day to manually analyse all the available data, and crucially, turn it into actions which optimise revenue outcomes.