Sebastian Gutierrez

About Sebastian Gutierrez

Six areas of Christmas marketing to focus on this summer

August is the point marketers must start planning and implementing seasonal marketing strategies.

Despite consumers being occupied with thoughts of barbecues, beachwear, and sunburn, it’s when summer is at its peak that brands need to begin their preparation to ensure they’re not caught out by the festive season.

Why embedded videos in email marketing don’t work

If the vertiginous rise of video-sharing and streaming platforms such as YouTube, which receives more than 6bn video views from 1bn unique users every month, has taught us anything it’s that people have a voracious appetite for video.

It should be no surprise then that more than four out of every five marketers plans to use video in their email campaigns in the future.

How can businesses track the customer journey in a multichannel world?

Smartphones can support impulsive purchasing – browsing a retailer’s website while waiting in a supermarket queue and clicking ‘buy now’, for instance.

Meanwhile, the widespread use of tablets as second screens presents the opportunity to make purchases, perhaps in response to advertisements, from the comfort of your sofa.

Digital window-shopping, or showrooming, is common among smartphone users and often leads consumers into physical stores to try on or test products, or to making online purchases from another device at another time.

Three ways to approach advanced attribution

The marketing potential of Advanced Attribution is huge, and many companies struggle to devise a strategy that’s suitable for them.

Everyone is talking about it, yet marketers find themselves confused, stuck, overwhelmed by the many options, model types, and data sets.

Although adoption is gaining momentum, with brands allocating more resources and budget to attribution modeling, only 26% of companies use advanced attribution that goes beyond last-click according to an Econsultancy Quarterly Digital Intelligence Briefing.

This is truly alarming, considering that companies spend sums of up to and more than £5m annually to drive customer acquisition in online marketing alone. This is huge investment that is not necessarily ROI proven.

So, how can you use the platform to turn data into insight and action?

Here are three ways marketers can approach it, without becoming stuck.