If you run an ecommerce site, you probably use email to announce sales, engage customers and drive repeat purchases.
But now that the vast majority of your customers use smartphones, you can follow the lead of most large ecommerce sites which are using SMS just like email to drive repeat visits and purchases.
If you collect mobile phone numbers and have permission to text them, include links in your SMS back to your site (also known as Smart SMS) and grow sales through one of the most direct and engaging marketing channels available.
This blog post isn't to convince you of the value of SMS for driving ecommerce sales, most smart businesses are doing it already. Our goal is to answer a key question: how do you measure the effectiveness of SMS and track the sales from each campaign?
As familiar names like HMV and Blockbuster disappear from the High Street, web traffic can be expected to grow as a result.
However, the increasing numbers of data aggregators and tracking tags being placed on websites are leading to slower loading pages, while advances in technology designed to save people time have made us less tolerant of waiting.
In 2006, the average web user expected pages to load in four seconds or less. By 2010, that expectation had become two seconds or less.
As the number of ad technology vendors grow and their functions expand, companies continue to implement more and more tags on their websites.
This process takes place in stages and incorporates various departments in the organisation, often without a central role governing their organisation.
This can result in a slower, less efficient, and more vulnerable website. Over the past five years, the average number of elements per page has doubled from 50 to over 100.
In an increasingly complex online advertising environment driven by analytics, ad delivery and site optimisation, how well are companies managing the many scripts and cookies found across their websites?
The beauty of working in the online world is the plethora of information that is available to you about your visitors. How they arrived at your website, which page they arrived at, how long they spent on your site, did they buy, how much they spent...and the list goes on.
But is anyone checking if the analytics is tracking correctly? If not then it could be that you have been making big decisions based on false information and giving senior management a false view of the world.
New data shows that in the UK, increased awareness of and engagement with robust privacy controls on websites have resulted in lower opt-out rates.
Four months after the UK 'cookie law' deadline, data suggests that the enforcement process, accompanied by a burst of compliance by businesses, as well as a high degree of media attention, is yielding positive results.
In short, it seems that the more people understand how they’re being tracked on websites, and the more control they’re given, the more comfortable they are with tracking.
Advertising guru Sir Martin Sorrel talked about the ‘four grey swans’ affecting the global economy when he released WPPs quarterly figures last week.
Grey swans being known issues and black swans being unknown, unpredictable events. It was Rumsfeld-esque.
If we zoom into our own world there is a long list of things for marketers to be thinking about in a digital world which is changing more rapidly now than at any time in the last ten years.
But for me there is one big 'grey swan' - and that is how we measure value.
While Google Analytics is the most widely used analytics tools for e-commerce sites, a new survey suggests that the vast majority are failing to make the most of it.
The stats, from a DBD Media survey of 50 e-commerce sites, find that 73% of businesses are inflating traffic in their reports, while 67% haven't integrated social media tracking.
Here are some stats from the survey, while the findings from our Online Measurement and Strategy report shed some light on the barriers to effective use of Google Analytics...
Launched earlier this year, Linking Mobile aims to move the affiliate marketing model onto mobile.
I've been speaking to co-founder David Fieldhouse about the company and its plans, as well as the challenges of tracking affiliate sales via mobile.
So your campaign didn't deliver the right result? Not enough sales, leads or engagement (or whatever the magic success metric was)? Poor ROI perhaps? I'm not surprised!
The reason is that, in general, we use really simple measures and record binary outcomes; ‘hit/miss’, ‘sale/no sale’ or ‘open/did not open’ metrics.
Typically we use one or maybe two such metrics per campaign. This simple methodology is the default across the industry but in reality it is now a hindrance to really optimising campaigns.
Tag implementation and management is a major headache for 99% of digital marketers, and 36% have experienced problems with webpages or entire websites, thanks to tagging issues.
This is the finding of a report by TagMan, and the consequences for firms include a loss of sales, traffic and campaign performance data.