Identifying customer personas can help businesses to segment their audience and increase conversions with targeted promotions and personalised web experiences.
To this end, new research by Experian has identified four distinct types of connected consumers that it identified as ‘always on.’
This includes consumers who constantly connect with friends and family, and consume various types of digital content from internet-enabled devices.
The results came from a national survey of more than 6,000 US consumers that explores the platform and device preferences, media consumption habits and the online and offline behaviours of ‘always on’ connected consumers.
Modern marketing professionals are all too aware of the need to implement a co-ordinated strategy across multiple channels, however there are a number of significant barriers that prevent this from becoming a reality.
Data included in our new Australian Cross-Channel Marketing Report, published in partnership with Experian Marketing Services, shows that 57% of Australian companies feel that a lack of strategy is the main barrier to implementing effective cross-channel marketing.
This was followed by a lack of knowledge (42%), lack of budget and poor interconnecting technology (both 38%).
What does the word mobile mean? To many companies, including those in retail, mobile is used to describe any connected device that's portable.
That makes some sense: despite the fact that there are differences between the growing number of connected devices that can fit in a pocket or bag, there are often enough similarities, at least on the surface, to justify putting them in the same bucket. But can and should the all-encompassing use of mobile translate to strategy?
With only two weeks until our JUMP conference in New York on November 1, we've pulled together some of our best pieces on integrated marketing from our staff and guest writers for our Fall magazine.
"Joined-up" or integrated marketing really matters. It can enhance the customer experience, while increasing engagement, satisfaction, sales and profits. JUMP will shine a bright light on the best practice in multichannel sterategies.
Our feature article comes from the folks at Experian, who will be leading a webinar on "Big data love" on October 18, and they tackle the issue of attribution and give you some practical advice. Once marketers can identify customers across all channels, they can truly measure the efficiency of their marketing campaigns.
Segmentation is an important part of any successful email marketing effort, particularly as consumers are coming to expect brands to send them personalised correspondence.
Email marketers need to be aware of all segmentation and targeting opportunities in order to improve relevance and increase clickthrough rates.
It’s a topic we focused on in our recent Google Hangout with directors from Amazon and J. Crew, and it’s likely to become more important as email marketing evolves.
With this in mind, I spoke to Experian Marketing Services data analyst Helen Taylor to find out some of the dos and don’ts of email segmentation...
We repeatably hear about the death of email but yet it's traditionally one of the best ways to connect with your customer. By adding the traction of social media, the value of both communication channels with receive a boost.
Experian recently released a new infographic to highlight the best ways to use various social channels in your email and which ones get the most traction.
While digital media has given businesses numerous channels to engage with their customers, only 16% of companies currently use that data to form a single customer view (SCV).
Creating a SCV gives businesses the ability to track customers and their communications and purchase behaviour across channels.
A survey by Experian found that while 72% of businesses recognise the benefits of using data to offer customers a joined-up multichannel experience, 84% aren’t able to use the data effectively.
More than two-thirds (70%) believe that a SCV would lead to cost savings, with 20% claiming it would help to reduce their bad debt.
More than half of consumers would stop shopping with an online retailer if they were offered products they had already said they did not want, according to data from Experian.
The survey of 2,057 UK consumers also found that 45% of respondents would shop elsewhere if they were contacted in a way they had already flagged as unwanted.
Experian says that as consumers share more of their personal information across multiple online and offline channels, they expect businesses to remember their preferences and purchasing history across multiple channels.
An estimated £1.02bn worth of online shopping transactions were abandoned in 2011 by UK consumers, according to Experian.
One in five of these abandoned transactions were not taken elsewhere as individuals cancelled their shopping attempt altogether, resulting in £214m worth of net lost revenue for UK retailers.
The study found that 44% of UK shoppers have abandoned at least one online shopping transaction in the last year having become frustrated with the length and complexity of certain older forms of identity verification.
UK internet users made 2.2bn visits to search engines in February 2012, an increase of 174m visits year-on-year.
The data, compiled by Experian Hitwise, also shows that Google’s dominance has slightly increased - while Microsoft and Yahoo saw both monthly and year-on-year declines in traffic.
Google accounted for a massive 91.57% of search traffic in February, up 0.93% from January 2012 and an increase of 0.89% year-on-year.