News
How can marketers react to multi-screen trends?
With increasing smartphone penetration, the growing use of tablets, as well as laptops and PCs, it's more than likely that people are viewing TV while using another device, or with one close at hand.
For our Multi-Screen Marketer report (free to Econsultancy members), produced in association with the IAB, we looked at the trends in this area, and the important lessons for marketers.
I'll look at some of the stats from the report, as well as examples of publishers and brands that are beginning to adapt to this trend.
Your tablet loves Mad Men: new report explores the multi-screen reality
Econsultancy has just finished a new report, The Multi-Screen Marketer, written on behalf of the Interactive Advertising Bureau and based on a survey to over 1,800 consumers.
The goal was to find out how they use a second screen while watching television and to help us understand the impact of these behaviors on advertising and marketing.
There's no shortage of research on the topic, so we focused on areas that believe to be the least examined (and most useful), including how different types of content correlate with multi-tasking, how the distraction of the second screen affects advertiser awareness and what consumers expect from their TV experience in the future.
Handling online returns: 14 best practice tips
Returns are an issue for every retailer, and some sectors more than others.
They could be viewed as bothersome, but the returns process does offer an opportunity to showcase your excellent customer service and can have a positive impact of future retention rates, if done well.
There is much you can do to reduce returns rates, providing better imagery and information on product pages, but even the best site will experience returns.
So then it comes down to how you handle the returns process, and the better you handle this, the better your retention rates.
Here are 14 tips to help you to avoid annoying your customers...
How will the new “cookie” tracking regulations affect email?
The new e-Privacy Directive which came into force last May has spurred some exciting dialogue in the online marketing world. The Directive has been called many things (some not so polite) but one of the few certainties about it, is its confusing and unclear language.
The ICO, in an attempt to turn it into something people can work with, has produced a number of guidance documents to help online marketers. This has mostly (and unsurprisingly) been written with websites in mind, although it has become clear that the Directive could affect other types of online activity as well.
Email marketing is one of those “other types” and plays a key part in the marketing efforts of most online marketers and e-commerce businesses. The questions most online marketers are now asking; how will email be affected and how can we work towards complying with the regulations?
Monday morning panic stations? 18 checks to make when your sales are down
So sales are down, the MD / CEO wants to know why web sales are down and you have an hour to prepare for the trading call or meeting.
We have all been in the position where we have sprung into the office on a Monday morning full of the joys of spring, compared like for like trading and found sales are down.
If this happens, you need some answers or at least to be armed with some basic information so you can identify where sales could have been lost.
Listed below are some 18 things that are always good to check on a Monday morning, or indeed any day when sales aren't as expected....
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Brazilian retailer C&A brings Facebook 'likes' to the clothing rack
For brands using the seemingly ubiquitous Facebook 'Like' button, more is usually better.
Translating all those 'likes' into sales, however, is for many if not most brands, a difficult exercise. After all, it's easy to get consumers to say they like something than it is to get them to pull out their wallets.
Is time running out for email append?
What do you do if you have a large volume of your customer database which has no email address alongside it, or has an email address that is no longer valid?
You obviously want to find up to date email addresses for these customers and the most popular (cheap) way of doing this, is to use an email append service.
This seemingly innocent process has taken a bit of flack recently, first being soundly thrashed by the Messaging Anti Abuse Working Group (MAAWG for short) and then very publically pilloried by Experian Cheetahmail.
So what has caused this to happen? And what should you consider before embarking on an email append project?
Q&A: Jeff Dachis on the new Facebook APIs and big data
Arguably Jeff Dachis is most known for co-founding the interactive marketing and design agency, Razorfish, in 1995.
A two person operation which started in Dachis's bedroom in New York, blossomed into a 2200 strong company worth more than six billion dollars. With the dot-com crash, Razorfish fell with it. Its shares plunged to $1 from $47 per share at the beginning of 2000 and 400 employees lost their jobs.
Leaving Razorfish after its downturn, Dachis went on to form Bond Art + Science in 2006 and in 2008, Dachis founded the Dachis Group in Austin, Texas with the idea that everything can and will be social.
We had a chance to talk to Dachis about why he set up Dachis Group, its relationship with Facebook, how they are integrating Facebook's new APIs and how marketers can start to leverage Facebook as it moves into big data territory.
Are digital marketing shows a waste of time?
We all attend in droves but in 2012 is there still a need for the big generalist digital marketing shows?
Is the industry ready to say goodbye to these shows that helped put digital on the map and usher in a new wave of more niche and focused shows that embrace the latest developments within digital marketing?
