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Consumers love it when a company's mask slips. They jump on perceived proof that businesses are all in it to rip off the customer.
PR snafus such as Sainsbury's recent inside-outside poster are a good example of this phenomenon. Social media goes crazy.
In recent times, the move to enhanced service, partly stimulated by the commercial internet, means the mask has further to slip (but it still can). Companies aim to be transparent and friendly with customers on an increasing number of marketing and comms channels, but mistakes still occur.
Marketing automation is one area where brands must be vigilant, lest the wrong message be sent or the right message at the wrong time.
So, here's a roundup of some ways in which marketing automation can go wrong, in social, ecommerce, email and advertising.
Online shopping has become so much more than simply a place to buy.
Ecommerce websites are now places to curate brands and promote customer interaction and editorial content is a key tool to ensure consistent engagement for continued sales and results.
Here’s an overview of how you can use content to help increase conversion rates.
Hello Brian. There are many ways an online ad can be personalised and targeted.
In this introduction to personalised ads online, I thought I'd order the information by marketing channel, rather than by types of targeting.
Ads can be targeted to behaviour, demographic, time and audience. Most people think of personalisation as a little more tailored than, say, device type, and more about personal information that a company has about you, be it name and age, or browsing and purchase behaviour.
Personalisation, despite implying one-to-one interaction, is often a more sophisticated automated and rules-based take on traditional segmentation of a database and delivery of a marketing message.
It can be based on information you have given to a company or on information inferred or collected with tags, or matched up with third-party data.
With marketing technology becoming more sophisticated and at the same time arguably easier to use, personalisation is an area set for prominence in marketing over the next couple of years.
CRM software allows companies to tailor web experiences to different segments of users and this redefines the purpose of a previously static web page or marketing message.
In this post though, I'm concentrating on advertising online and how it is personalised. Away we go!
A mobile and email festival this week in the US, with stats on devices, retargeting, content consumption and even some TV thrown in.
There's also some titbits on webrooming and ecommerce, including a beautiful infographic.
For more digital marketing stats, check out the Econsultancy Internet Statistics Compendium.
Without further ado, let's get into the stats.
The retargeting industry has seen a boom in recent years as consumers become increasingly immune to generic display campaigns, creating a need for highly targeted and personalised campaigns aimed at the individual rather than the masses.
For advertisers, site retargeting has become standard practice, and they are looking at new and innovative ways to retarget their customers.
Retargeting has earned itself a bad reputation as most people only associate it with those annoying display ads that follow you around the internet for days after you visited a website.
But in spite of its bad public image retargeting can be a very effective tool for marketers, particularly when you consider the propensity for internet users to shop around before making a purchase. In this instance it’s important for brands to stay top of mind and try to entice people back to their ecommerce store.
So to find out more about retargeting and how marketers can avoid making common mistakes, I spoke to Rakuten Marketing’s newly-appointed director of display Rakhee Jogia.
This is an exercise in trying to figure out whether or not retargeting can be done effectively and responsibly.
Much like similar posts where I looked at native advertising and content marketing, this is also a 'beginner's guide' in which I uncover what is meant by the term retargeting, how it works and what I generally consider to be 'best practice'.
First of all, let me tell you of my own experience of retargeting and the almost detrimental effect it had on my marriage proposal.
Here are some of the most interesting digital marketing statistics we've seen this week.
Stats include mobile adspend, hotel search volumes, jobs at tech startups, Google's dominance of web traffic, big data, retargeting and social media.
For more digital marketing stats, check out our Internet Statistics Compendium.
Basket abandonment is an inevitability in ecommerce as it's all to easy for shoppers to lose interest, decide to buy from a competitor, balk at delivery charges, or back out because they were only browsing.
We've previously highlighted stats which show that the most common causes are high shipping costs and forced registration, both of which are fairly simple to remedy.
And these new case studies reveal more reasons behind why customers abandon shopping carts, as well as demonstrating the success that can be achieved with retargeting emails...
A lot has been said about the purchase funnel.
In fact so much has been said about it that many feel it has been exhausted to death. In its wake, a smorgasbord of geometric configurations have been posited: cylinder, concentric circles, orbits, spindles, dodecahedrons (ok, I added that one).
Type 'purchase process' into Google Images and scroll away: everything from crazy path diagrams, the old funnel, cartoons and one that suggests it’s now a pretzel! Personally, I prefer the poetic variety such as the 'consumer journey'.
It suggests a Tolkien-esque epic requiring consumers to circumvent mythical creatures and fiery environs. Which is a typical experience for any of you that have hazarded Bluewater on a Saturday!
But whether it’s a funnel, a journey or a cycle the one thing that is generally the same is that it has a recognized objective beginning and end. That is to say, one of the chief goals of any marketer is to create awareness of their product or service and ultimately keep people interested enough to drive them to purchase.
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.
If you've ever shopped at a major online retailer but not bought something then there's a good chance you'll have noticed retargeting ads flash up during subsequent browsing sessions.
It's a good way of driving sales by encouraging undecided consumers to go back and make make the purchase they were previously considering.
A new tech company, Admazely, has launched a new self-service platform that aims to make the process of retargeting simpler and more cost-effective for small retailers.
I spoke to founder and CEO Peter Vilsholm Therkildsen Schlegel to find out more...