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Author: Maria Wasing

Maria Wasing
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How marketing and IT are working together

Businesses are becoming increasingly customer centric, which is moving the focus of marketing efforts firmly onto improving the customer experience.

To help with meeting that core objective, marketers are looking every which way for technology that can help them deliver a better customer experience. They want to do it all, and they want to do it now! 

IT teams, on the other hand, have been in the game of buying and implementing technology a little longer. They know there are considerations that have to be made before diving in headfirst, and they’ve dealt with the repercussions of security and integration issues. 

With the lines blurring between technology ownership, I've been looking into how the relationship between the two teams is – or isn’t - working. 


Seven ways for marketers to collaborate with IT for better customer experience

Customer experience management is fast becoming the core pillar of effective digital marketing and data has a critical role to play.  

However, it seems that many marketers do not have access to the data they need to improve customer experience. In our recent research, only 29% of marketers told us that they have access to any kind of data in real-time, which is essential for effective customer experience management. 

This move to data-focused strategies is changing the relationship that marketing professionals have with IT and, with IT professionals traditionally the owners of data, a much closer relationship betweenthe two looks to be essential. 


Four essential steps to creating a B2B marketing dashboard

If you follow marketing and digital related blogs and news sites, then it won’t come as a surprise to you that marketing professionals and CMOs are expected to show how activity achieves business results.

As marketing professionals, we need to have an in-depth and real time understanding of how we contribute to our organizations’ or clients’ revenue. In addition, we must also be able to have an ongoing conversation with our sales teams that is revenue focused, far away from “the feeling” that our campaigns are generating good results and increasing brand awareness.  

As spending on digital takes a greater share of the overall marketing budget, greater scrutiny is being brought to bear upon the CMO to justify these investments. Attributing revenue to a specific channel or combination of channels, rather than just attaching it to the “last click” is a challenge that is beyond the capabilities of most.

A good approach to doing this is to create your own marketing dashboard.


Five requirements for a mobile media strategy, and how the UK’s news sites meet them

It’s no overstatement to say that mobile technologies have revolutionised the way we consume news.

In a recent survey of 1,000 UK consumers, news was only behind social networking and looking up directions as the most popular reason for browsing on a mobile device. 

For the over 45s, news is the most important reason to browse on mobile.

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Four tips for using data-driven marketing on the path to conversion

Do you make your decisions based on data or are you among the 89% of marketers that make their customer related decisions based on factors other than analytics?

A recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition, while the few who do use data aggressively for the most part do it badly. 

According to a another recent study, 77% of CEOs have trouble linking marketing efforts to tangible results, such as revenue, shares and conversions.


Effective ecommerce: five tips to improve the after-sales service

Perhaps the biggest drawback of online shopping is the time gap between purchasing and playing with goods.

Retailers need to do everything they can to make this after-sales period informative to build crucial customer loyalty.

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Effective ecommerce: Tackling the checkout challenge

Over a third of shoppers increased the amount of online shopping they did over the last year, so it is more important than ever for retailers to provide an outstanding ecommerce experience.

When an online shopper clicks ‘checkout’ they generally have the intention to buy, yet drop-off rates at this final stage can be high with three in five abandoning their baskets.

Consumers aren’t afraid to go elsewhere if they encounter issues at any stage in the checkout process though, so it’s vital for retailers to get it right.

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Effective e-commerce: making the most of your time with the customer

Customer experience is now the real differentiator. Once a visitor arrives at your site, it’s vital to make the most of every moment by delivering a compelling and personalised experience.

Customers are more demanding than ever, so it’s essential to be switched-on to what will tip them from being a browser to a buyer, and how to increase basket value. However, this can seem increasingly daunting.

In a world with multiple channels, devices, customer segments, influencers, languages, and currencies, it seems there is no end of variables confronting every modern e-commerce professional.


Effective e-commerce: improving the consumer browsing experience

With an increasing number of retailers turning to the web to grow revenues and acquire customers, e-commerce competition is fiercer than ever before.

When online shoppers are browsing with intent to buy, retailers need to do everything they can to make the process informative and enjoyable, so offering the best possible browsing experience is crucial to keep customers spending.

We recently tested today’s digital highstreet by surveying 1,000 consumers about their attitudes and personal experiences before benchmarking these findings against the performance of the UK’s top 25 retailers.  

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Website investment still key for online retailers despite the rise of social and mobile

Want to know where you should be aiming your e-commerce investment to increase online sales?

We asked 100 senior decision makers from leading global retail brands, who were attending the latest Internet Retailer conference, about what they are planning to invest in over the next 12 months.


How to improve customer experience with effective onsite search

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Search optimisation is a well-discussed and documented marketing strategy to increase the visibility of your site and help customers find you.

But when we talk about search, most marketers focus their energy and investment in optimising content keywords, search engine ranking positions (SERP) and often overlook the power of an effective on site search engine.


How to use web personalisation to increase sales

In today’s highly competitive market, having engaging online content is fundamental when attracting new and returning customers.

Personalisation is a great way to target your audience and tailor your website to their needs. The travel industry in particular is a perfect example of how to use data to improve overall customer service.