Customer experience, mobile and content marketing are among the three most important business opportunities in 2014, according to a new report from Econsultancy and Adobe.
One-fifth (20%) of client-side respondents said that the customer experience was the most exciting opportunity for their organisation, making it the most popular answer. Among agency respondents mobile came out on top (21%) for the same question.
Ultimately a good customer experience can only be achieved if all other outward-facing business functions are working together in a harmonious fashion, so all of the other areas covered as in the report are themselves key building blocks for a great customer experience.
Mobile commerce is no longer the newcomer to the digital scene, but it is likely to remain one of the main challenges for businesses for the foreseeable future.
Ever-increasing levels of smartphone and tablet ownership in the US means that businesses have no choice but to adapt to accommodate the ensuing rise in mobile web traffic, however some sites (including our own) are still lagging behind.
So just to reiterate the importance of mobile commerce I've rounded up more than 50 of the best stats from surveys and reports that we've seen in the past 12 months.
And for more data on m-commerce download out Internet Statistics Compendium...
The growth and ubiquity of the smartphone means that local SEO is more important than ever, and some of the techniques for improving rankings are very simple, and free.
Our new Search Engine Optimization (SEO) Best Practice Guide contains detailed advice on improving your local search visibility.
Here are some dos and don'ts for local SEO, taken from the new guide...
I’ve been thinking a lot about mobile apps in retail recently. I’ve been thinking about which retailers need an app and whether in fact we’re seeing a bit of a backlash against the app, fuelled by mobile optimised and responsive websites.
Retail apps still have their place in a mobile optimised world, but they’re increasingly characterised as devices for customer retention. Loyalty programmes and coupons keep regular customers feeling loved.
Of course, there are still some successful shopping apps, too, often for retailers big or pervasive enough to demand smartphone real estate (supermarkets, Amazon and the like).
So, here you go, here are 10 apps that I think have made a difference for customers in retail.
Agree? Disagree? Tell me in the comments.
The lack of guidelines or general wisdom as to which retailers should actually have a mobile app and which shouldn’t can be confusing.
In this post I’m going to start writing those guidelines myself, if you’ll stick with me.
There is definitely a burgeoning anti-app movement, fuelled in part by the move to adaptive or responsive websites. On top of this, the growth in app downloads is in sharp decline and we seem to be reaching market maturation for apps, in those countries that have highest smartphone adoption.
But what should retailers do? Should some still be entertaining the idea of a new app? There are certainly some great success stories out there.
Some feel that the consumer has no interest in using many different retail apps, whereas others think the goal of consolidation is often unrealistic, with consumers happier using a range of options.
Where should apps lie in a priority list of ecommerce to-dos? Which apps are succeeding and which aren’t? How do customer base, product range, internationalisation and other factors affect the decision whether to build an app?
Well, these are the questions I’ve been attempting to answer. Read on to see what I dug up. If you make it to the end of my investigation, you’ll find my own criteria for apps in retail.
Nest Labs meteoric rise to $3.2bn acquisition by Google in three years has been powered by three principles you can apply to your mobile marketing.
Nest Labs is a Silicon Valley based disruptor dedicated to 'transforming people’s lives' with connected devices for the home that are both rational and emotional.
Founded by Tony Faddell, ex-Apple iPod lead inventor, Nest has been acquired by Google for $3.2bn. It has launched two products to date: the Next Learning thermostat and Nest Protect smoke alarm.
The smoke detector has to be one of the most ugly, unloved, annoying (but important) household devices we have around us. And Nest reinvented it…
The Nest Protect is a smart smoke detector and the principles of its design, user interface and concept speaks to three key best practices in Mobile development.
It’s a case study in considered care and empathy. They’ve produced a wonderful, differentiated product in a commoditized market that justifies its price premium.
Mobile is now more important than desktop (I posit). You only have to look at Google’s recent changes to see that change is irrevocably afoot.
Tom Loosemore, Deputy Director at GDS, pondered yesterday whether a significant landmark, mobile devices bringing more traffic than laptops and PCs, is near.
There’s some great stuff in his blog and I thought I’d have a look around to find some additional evidence and perhaps even make the bold claim that mobile traffic is already in the majority!
See what you think and I’d love you to add some stats from your own site to the comments below, allowing us to make a more reasoned evaluation still.
Responsive design continues to be one of the most important trends in web design, yet a new report has found that businesses are still lagging behind consumers when it comes to mobile adoption.
In the annual survey from ExactTarget, 42% of marketing professionals said they rarely or never use responsive design in emails.
However more than a fifth (24%) of businesses said that more than 50% of their email marketing is read on a mobile device.
Similarly only 41% of respondents said that they ‘always’ or ‘often’ create responsive landing pages.
With the beginning of a new year one is supposed to be inspired to look ahead and set lofty goals for the future.
However it is also a time to look back on the past 12 months to reflect and see if there are any lessons to be learned from past experiences.
Therefore there’s no better time to re-read some of the excellent surveys and reports that Econsultancy’s award-winning research team produced in 2013.
The publications cover a broad range of topics including mobile, user experience, marketing budgets, personalisation, email, SEO, cross-channel marketing, conversion rate optimisation and content management.
So put the kettle on, sit back, and improve your mind with these intriguing digital marketing and ecommerce statistics...
If you weren’t aware, Google does indoor maps. If you were aware, you may not have known of the extent of the buildings that have been mapped already. You can view a list of over 10,000 buildings that have been mapped, here.
Users can upload their own building plans, as long as the building in question is public and there’s no problem with copyright or secrecy.
Uploading a building map of your stores, much like John Lewis and House of Fraser in the UK and Bloomingdale’s and Macy’s in the US, is probably a great idea. I’ve previously discussed the smartphone user journey, and indoor maps can slot right in to Google’s domination of that journey.
Even those who aren’t looking for anything specific on their phone, i.e. passing trade, might be tempted by maps. Certainly, if there is any pedestrian traffic outside of your stores, the extra detail may persuade potential customers to step inside, especially if there’s a marker on café, toilets, sportswear, perfume etc. (although the user has to be fully zoomed in to see the indoor map).
The initial benefit, of course, is that lost and tech-savvy customers (teens is likely to be a big demographic) can find their way to whichever desk or concession they need, once inside.
To some shoppers, the idea of needing a Google Map to find the toilets in a supermarket is a bit demoralising – surely we don’t need tech so far engrained in our lives? But, with malls, out of town shopping centres and bigger retail stores a trend that hasn’t abated, I think in retail there’s a good case for indoor maps.
And there are lots of good uses outside of retail, too. Let’s take a look at some of the best uses of indoor maps, taken from Google’s case studies.