I’ve never been one to submit to catchphrases. The business world and, by extension the marketing world, is full of them.
“Net-net, at the end of the day, we are living with a new normal of big data.” Just typing these words gives me the shivers. But these phrases emerge, typically, around meaningful trends.
For the past three years the dialogue about content marketing has gone from a whisper to a roar. And the expression 'content strategy' is now popular discussion.
On many occasions I’ve heard pundits declare that 'Content is King'. Most pundits have a vested interest so I understand the tendency toward hyperbole. But I want to make one thing clear. I disagree.
Content is not king. It is not a strategy. Content is a means to an end, a tactic. A very, very important tactic. But a business’s objective is not to create content but rather create enterprise value.
Content marketing adds to enterprise value by sustaining a measure of relevancy with people who engage with it in order to sell more products and services for the first time and over time.
Relevance is the goal.
Geographical personalisation is the latest tool to help website owners identify and serve truly personalised online shopping experiences to customers based on precise location.
Here are our top tips for online marketers looking to boost conversion rates with geo-personalisation:
Online personalization has been blighted by the stigma that it’s something we’d all love to achieve but it’s out of the reach for the middle market.
In fact, a recent Econsultancy survey that found that 94% of companies sampled agreed personalization “is critical to current and future success” but they didn’t know where to start or how to approach it.
But the tables are turning and this is all about to change. Companies that have started to use new and accessible personalization technologies have seen up to a 300% increase in conversions.
Unlike traditional 'top of the funnel' personalization models which rely on past behaviour data to personalize the online and email marketing experience, new cloud-based technologies use real-time behaviour analytics to adapt content and engage users whilst they’re on-site.
This means the messages and communication can change depending on if the user is at lead or at the referral stage.
Have you noticed that people take their smartphones everywhere? Try to have a conversation with your closest friends, and more likely than not, you will lose them at some point during the conversation, to their smartphone.
How does this behavior impact retailers? Well, for one thing, it has changed the way shoppers shop. As the Harvard Business Review reports, “Consumers no longer go shopping, they always are shopping”.
The Adobe 2013 Mobile Consumer Survey found that, approximately six out of seven mobile shoppers will use a smartphone to shop in 2013.
How is this perpetual state of shopping impacting retailers? And more importantly, how can retailers use mobile to drive sales and improve their bottom line?
It’s digital marketers’ ultimate prize: consumers fill up the internet with their ideas, preferences and interests. (This is the big, big data, people!)
Turn that into real-time offers on your website, and jackpot! Angels sing. All the web’s kittens dance. And you’re badder than honey badger overnight.
A whole host of technologies have emerged to make this happen. Marketers have no problem finding solutions to personalise their websites.
The core challenge remains: what’s the best way to do personalisation?
It's a well-known fact that relevance is one of the points to focus on when sending promotional email messages to your customers. Data is relevance!
The data you gather from your customers and store into your central database provides you with tools to create relevant and timely messages.
By segmenting your marketing database into relevant target groups, you are on your way to get the most out of your customer data.
Representatives from Abercrombie & Fitch, Saks, and Maxymizer, a multivariate testing, personalization, and optimization firm, gathered last week at Econsultancy’s JUMP event in New York to discuss how retail can solve the riddles posed by today’s technological advances and changing consumer habits.
As retailers try to connect the shopping experience over multiple channels, this was a perfect discussion for all those looking to create a better retail journey for their customers.
Though email has been with us for the lifetime of most digital marketers, I think it has the potential to be an exciting space, if marketers are able to look at it as a new and exciting channel just as they think of social media.
Agencies are beginning to merge email and social as they see personalization at the core of the success of both channels. This is one area we'll see grow in 2013 but what else is in store for us when it comes to email?
A business can't survive and thrive without customers, but when it comes to understanding customers, many companies feel like there's a huge gap between what they know and what they need and want to know.
In fact, companies "are desperate to understand more about their customer" according to Yesmail Interactive president Michael Fisher.
For many B2B businesses, email is an important channel for marketing to customers and potential customers. And, in many respects, B2B companies have opportunities to use email to build relationships in ways that B2C companies can't.
Yet relationship building is hard, and despite the opportunities email provides as a channel, many companies fail to take advantage.