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The mobile web is maturing and a growing number of companies with native apps now have enough user data to start evaluating the long-term ROI.
So it's no surprise that the mobile web versus native app debate is taking on new dimensions.
Companies have invested significant sums in developing native mobile apps but the harsh reality is that many have little to show for it.
While many continue to maintain and invest in their apps despite the results, some are deciding that it's better to pull the plug.
The ability to grow and develop email lists is a critical part of the job description for digital marketers, irrespective of the complexity or sophistication of their marketing operations.
Email marketing offers all organisations a direct, efficient way to interact with consumers on a one-to-one basis. For organisations that have more developed capabilities, the email address is also a key tenet in the process of delivering personalised customer experiences.
We’re not just a pretty face.
As a regular visitor to the blog, you’ll no doubt be aware of the magnificent free content on offer to you from our small band of marketing and digital experts here on the blog.
This is just scratching the surface of what Econsultancy has to offer though...
There used to be an unspoken rule about the Christmas retail season that any ads would only begin after Bonfire Night was over. After that, the deluge began.
Unusually for today’s society, this particular season is getting longer not shorter, as advertisers and retailers inculcate in consumers the idea that Halloween is now the time when the floodwaters are unleashed.
Christmas now begins on November 1st, Hark the Herald Angels Sing! But for online retailers it comes even earlier because of the seasonal gravity of that time of year.
A bad Christmas in the age of algorithms and customer acquisition extends beyond revenues and margins; it probably spells the end.
Recent research from Ometria bears this out on data it accumulated from comparing last year’s Christmas with the first ten months of this year.
In our regular Start Me Up feature we rarely feature new agency-side ventures.
We caught up with the co-founders to ask what it's like to start your own affiliate business.
In this article I'll ride into the dusty, obfuscated world of marketing phrases, acronyms and buzzwords and try to make sense of it all in the clearest language possible.
Which means I should probably stop using words like ‘obfuscated’.
Following on from yesterday’s guide to single customer view, let’s take a look at customer lifetime value (CLV).
This is despite the fact that 82% of companies agree that retention is in fact cheaper than acquisition. A figure up from 70% last year, and certainly bolsters the notion that on-going profit from a customer lifetime is higher than any one single transaction.
Is your company more focused on acquisition or retention marketing?
This is one of the questions asked by our new report, the third annual Cross-Channel Marketing Report, carried out in association with Oracle Marketing Cloud, which explores how companies are orchestrating their marketing activities across a range of channels.
The research is based on a survey of nearly 1,000 digital marketers and ecommerce professionals, carried out in April and May 2014.
The report provides insight into the extent to which organisations are delivering orchestrated cross-channel marketing campaigns, what mobile solutions they deploy and their most important priorities over the next year.
Here we’ll be taking a look at the continued emphasis on acquisition over retention and which channels or disciplines are more retention/acquisition focused.
Gourmet coffee subscription service Kopi was recently acquired by Cafedirect, three years after its launch.
I've been talking to Kopi co-founder Philip Wilkinson about the deal and the challenges of building a subscription business...
According to a new report, both companies and agency clients have a greater focus on customer acquisition than retention (44% vs. 16% for companies and 58% vs. 12% for agency clients).
Just 40% of companies and 30% of agencies have an equal focus on acquisition and retention.
The stats, from the Econsultancy/Responsys Cross-Channel Marketing Report 2013 show the difference between where respondents think the focus should be, and where they actually are.
If there’s one thing I’ve learnt over the years from working in digital marketing, it’s that first reactions to tech news stories are rarely accurate.
The time to form an opinion, in my experience, is when the stories ending in question marks die down.
When the Tumblr news broke (Yahoo’s planned acquisition @ $1.1bn) we were predictably flooded by instantaneous musings and misunderstandings around the network and its new owners.
Speculation then moved onto what Yahoo should do with its new toy, with a common concern muted as the nonsensical introduction of spammy ads.
P&G’s former CEO, A.G. Lafley, is credited with turning around the company under the mantra “the consumer is boss” – putting the customer at the centre of everything they do.
It sounds obvious, doesn’t it? Keep your customers happy, be in touch more often (not to sell, but just to show them some love), offer exceptional customer service and then just reap the benefits.
Or in other words, invest at least as much to retain your customers as you did to acquire them.