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A few months ago we received an interesting piece of research from OC&C Strategy consultants which investigated how UK retailers are well placed to outperform their overseas counterparts in the battle for online supremacy.
It was estimated by 2020 there would be an incredible sevenfold increase in non UK sales.
Within the report, the ‘jewels of Britain’s retail e-mpire’ were highlighted. This was based on the volume of consumer searches from international territories.
A number of advertisers across the network were included on this list so we decided to take a look and see how the affiliate channel was aiding internationalisation in the ecommerce market.
As a frequent attendee of marketing conferences I’ve lost count of the number of times I’ve heard speakers tell their audience that SEO is incredibly simple, it’s just about having great content.
Not while this may be true in theory, many businesses are understandably sceptical about whether they have the necessary manpower or expertise in-house to regularly produce high quality content.
So at our Funnel event yesterday, which is part of the Festival of Marketing, it was refreshing to see Search Laboratory’s John Readman back up his words with a relevant B2B SEO case study.
SEO is very important for B2B businesses as 21% of all traffic to B2B sites comes from search engines, with around 90% of that portion coming from organic search.
With defiance and playful glee, the statement “it’s not ‘big data’, it’s just data” bursts from the mouth of Parry Malm, Account Director of Adestra.
This room full of marketers and B2B sales people, here for Funnel 2013, are clearly in for an entertaining and iconoclastic lesson from this erudite digital marketer.
Parry Malm compares the currently in-vogue use of the term 'Big Data' to that of ‘Web 2.0’ a couple of years ago. It has created a spike of intrigue that certain web cowboys can exploit for their own benefit.
What the term 'Big Data' has done succesfully though is help to put data on the agenda at last.
But what does 'Big Data' really mean and how do you get value from it?
Yesterday over 1,500 members of sales and marketing teams from B2B companies around the globe attended Old Billingsgate conference centre in London for Econsultancy’s Funnel event, part of the inaugural Festival of Marketing.
The agenda for the annual multichannel conference included speakers from Barclaycard, Adestra, Microsoft, Pardot and Dell.
Obviously it’s not possible to condense all the different tips and recommendations from the whole day into one blog post, but here's a selection of the most interesting points.
If you attend any sales or B2B conference then it’s difficult to avoid hearing someone mention ‘the rules of engagement’.
But, David Klanac of Pardot argues, it is actually a very relevant phrase. It’s the nature of the marketer’s job to follow the changes wrought by proliferation of media.
David was talking at FUNNEL, part of the Festival of Marketing, and gave his seven tips for lead nurturing.
The first step for Pardot was to actually ask the B2B consumer "what steps do you take to research and purchase a solution?"
This question is important because the tactics for buying have changed. When Google started in 1998, only 26 million web pages were indexed, ten years later in 2008 this figure stood at one trillion. With all that content it’s hard to get found. Nevertheless, consumers try, searching two or three times on Google before considering the purchase cycle.
So, what are David's seven tips for nurturing leads?
How can marketers get consumers to love their brand? It’s a long and difficult process that requires a complex system of tools and tactics.
Yet at Econsultancy’s Funnel event this morning Silverpop’s John Watton managed to summarise the process in just 20 minutes, succinctly laying out the basic premise of behavioural marketing and how it can benefit businesses.
Watton began by describing the relationship he has with a wine merchant in the Chiswick area of West London, which is a neat metaphor for the principles behind behavioural marketing.
Though there are a huge number of shops that Watton could go to for his weekly wine fix, he chooses to return to the same shop due to the relationship he has with 'Bob' the shopkeeper.
It's never too early to get your house in order for next year.
This morning at FUNNEL and the Festival of Marketing, I listened to Adam Sharp from clevertouch, marketing automation specialists.
Adam outlined how the marketing department is changing, and what you need to be thinking about to prove that the marketing team is the place where fundamental change can be driven within the organisation.
Until recently, the development of marketing technologies has occurred at a high enough pace to preclude a new definition of marketing.
But now, we feel the new discipline can be defined in broad terms, with digital pervading pretty much everything you do as marketers.
Next week the Festival of Marketing debuts in the city of London, with conferences, events and parties all hung off the core tenets of Econsultancy’s Modern Marketing Manifesto. At the festival we'll add the detail to the manifesto. Which brands are doing precisely what? And is it working? How have benchmarks moved?
If you haven’t seen the festival line-up, check out the website, and if you haven’t read our manifesto, check that out, too. We’ve had great feedback on our new definition of marketing, with many of you ‘signing’ in agreement by commenting on this post.
As part of this search for feedback, we recently surveyed around 700 Econsultancy users and assayed what level of agreement they show with the ‘pillars’ of the manifesto.
Although we had already incorporated your opinions into our draft, we wanted to find out how precisely the final treatise hits the nail on the head, or if indeed we’ve missed the nail and struck a thumb.
Gone are the days of waiting in a queue in a branch or on the phone to talk to your bank.
Today, customers are able to quickly raise their issues through social media, and it has become an important method for banks to build relationships with their customers and to reach a younger audience.
As is true for success in any business, it is important to be where your customers are, and future banking customers are online.
So how are the UK’s biggest banks using social media?
Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for - you need to get the company culture and skills aligned with it for true success.
To find out how you can do that, read the next in this this two-part blog post series.
In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.
You probably practice a lot of different types of marketing (or you would like to). But what if it didn't matter? What if, deep down, all marketing was really the same, driving towards a singular objective: establishing relationships.
The problem is, in our ever-shifting digital world, people have different relationship needs. Some want information, others want engagement. And when you deliver the right content to the right person based on their relationship needs, you create a positive experience with your brand.
Yeah, every marketer wants that. But how do you do it?
You get away from running static, campaign-based marketing to being liquid. When your marketing efforts are truly liquid you'll be able to create dynamic campaigns that shift and change to meet different relationship needs in real-time.
Ask the question your competitors aren’t: 'what would my customer expect?'
Today’s consumer is fickle and expects the world. Now. Whether looking to purchase a safe new car, a coat for the winter or plane tickets for a weekend getaway, each individual or business customer has a unique process to identify the right product and a long list of demands the delivering brand needs to meet to make the sale.
These include offer value, trust, best price, easy purchasing experience, customer service, and engagement with relevance. And the list could go on.
For a company to be on the top of the consumer’s purchasing list, or at least in the short list of contenders, it needs to understand every aspect of the consumer and establish a comprehensive commerce strategy that will give the consumer not only what they want but what they expect. Now.