With 71% of customers expecting assistance when stuck within five minutes, high rates of abandonment, and a diverse range of platforms from which customers can speak, it has never been more important to listen to the voice of your customer.
Indeed, we have collected nearly 1.5m handwritten nuggets of information from almost 400 sites.
So, what niggles the modern day holiday maker? What prevents them from converting? And, most importantly, what can you do to keep them from journeying away from your site and into the arms of your competitor?
In this two part series key content, consumer and digital marketing trends between the UK and US online marketers are explored.
Transatlantic differences and approaches to content and consumer culture are explained in this first post.
In part two we take a deep dive into UK and US digital, search and social marketers.
Social media is still growing rapidly. I’m pointing out the obvious here but social networks are a dynamic medium for entertainment and interaction, including content discovery and product recommendation.
As such, the auto industry seems almost uniquely suited to social.
While most consumers buy cars infrequently, their interest in them (based on price tag, necessity and if you indulge me, the embodiment of the American dream) often transcends the purchase event.
As such, social analytics has cause to mature in the automotive industry, where it surely stands to play a part in the sales funnel other than simply branding.
I’ve been reading a nice little CMO Council report on social analytics in the auto industry. Here are some thoughts on integrating social into automotive sales.
Search advertising has come to dominate performance marketing over the last decade, with advertisers seeing amazing returns from targeting messages at consumers based on their intent.
If a consumer is searching for ‘best golf clubs’ it’s a pretty safe assumption that they’re in purchasing mode and likely to be interested in an advert promoting golf clubs.
But, any search marketer will tell you that one of its weaknesses is that you have to use a degree of guesswork when it comes to audience characteristics.
In the example above, if you knew the consumer was a female then your advertising creative would be far more powerful if it promoted just clubs for ladies. The trouble with search is that unless someone is very specific in their search term, you’re forced to make assumptions.
We are all sharing more data than ever before with other organisations in our emerging Big Data Society. Sharing lets us use our resources much more precisely and produce completely new services.
But misusing customer data risks destroying customer trust. Still, we all need that missing piece of the Big Data puzzle, so we all need to share more.
Creating a single view of customers across channels has long been the goal of the ambitious retail marketer.
By being able to track and analyse consumer interactions across in-store and online, a retailer can create a new level of insight into their customers and therefore market to them with an unprecedented level of accuracy and insight.
In addition, data has shown again and again that customers who interact with a brand on more than one channel are more valuable and loyal than their single channel counterparts.
However, a single view of customers isn’t as simple as just connecting online and offline databases of information. It requires significant investment in new hardware, software, staff capabilities and processes.
Before launching any project of this scale, retailers need to be aware of the possibilities and pitfalls.
One of the best ways to make your visitors convert is by serving them the coolest stuff!
Don’t push them into an overly complicated buying process if you’ve figured out that people who see your style guide are converting at 10x the rate of those who don’t!
Once you’ve controlled for other influences, push your visitors towards your content and watch your revenue fly.
So, how are you going to get them there then?
Creating urgency with your users is a very powerful way to drive conversion rates.
As website technologies advance we are finding more creative ways to instil this urgency and drive sales, here are just a few.
Here are some of the most interesting digital marketing statistics we saw last week.
Statistics include London Fashion Week, online reviews, real-time marketing, mobile conversion rates, Google click-to-call, and automotive sales on eBay.
For more digital marketing stats, check out our Internet Statistics Compendium.
At the beginning of February, I read a great piece in Econsultancy called “Why do online retailers need live chat?” Live chat, combining the ease of e-mails with the immediacy of the phone, is an excellent way of communicating with customers, explained the article.
This is undoubtable. According to BoldChat, 31% of customers in the UK and US say they would be more likely to purchase after a live chat.
Also, a customer service benchmark conducted at eDigital, rated live chat as the best customer service channel at 73% (e-mail was rated at 61% while phone was at the bottom with 44%).
However, I think that just having a constant link to a live chat tool is actually not enough. You need to take it one step further. Optimization, in this, is key.