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Author: Rhian Harris (was Simms)
Creative, commercial and experienced online marketer with cross-industry experience in digital marketing / eCommerce management positions. An 8-year career to date from planning, strategy, campaign management, delivery, reporting, analysis, forecasting, people management and budgetary control. Sector experience includes retail, charity, travel, and utilities.
We can all get excited about the prospect of working with a new client that has an exciting product, brand or industry, but what about the more 'boring' ones?
Do you reject the proposal on the basis that your innovative ideas might not be a good fit or win you any awards, or do you accept the challenge and benefit from opportunities others might have overlooked?
If you're from the latter camp, you'll appreciate the major benefits to each stage of the purchase cycle that so-called 'boring' content can provide.
Let's take a look at how and why it is so important.
Watching TV whilst browsing the internet has been around for as long as I have been using the internet.
It used to be because we needed something to do whilst waiting for slow dial-up connections to download content, but nowadays multi-tasking via a 'second screen' or 'dual screen' is part of our everyday routine.
With 73% of shopping carts left to become idle, abandoned basket retargeting is a key part of the digital marketing mix.
It might be that users are price checking, or that they intend to complete their purchase later or on a different device, so in truth, these may not all be genuine abandonments.
Either way, with the help of analytics integrations or third-party suppliers, marketing managers are proactively trying to recover that 'low hanging fruit' through abandoned basket emails, and with different creative treatments, messaging and abandonment times, there is quite a spectrum of tactics being employed to do so.
Unfortunately, as with a lot of campaigns it seems that 'getting it live' is where attention ends, leading to little or no ongoing optimisation.
So I thought I'd take a look at some of the good, the bad and the ugly of what I've seen recently whilst shopping online.
Most people in digital are now au fait with the idea of attribution modelling, if not the reality, but in the year of 'big data', how many of us are really crunching the numbers to identify the key periods in which to invest?
I'm not talking about knowing when the peaks are and throwing money at them. I'm talking about really understanding when you need to invest in order to assist that peak before it's even happened.