Experian

The four types of ‘always on’ consumers and their digital traits

Identifying customer personas can help businesses to segment their audience and increase conversions with targeted promotions and personalised web experiences.

To this end, new research by Experian has identified four distinct types of connected consumers that it identified as ‘always on.’

This includes consumers who constantly connect with friends and family, and consume various types of digital content from internet-enabled devices.

The results came from a national survey of more than 6,000 US consumers that explores the platform and device preferences, media consumption habits and the online and offline behaviours of ‘always on’ connected consumers.

Australian businesses say lack of strategy is main barrier to co-ordinated marketing campaigns

Modern marketing professionals are all too aware of the need to implement a co-ordinated strategy across multiple channels, however there are a number of significant barriers that prevent this from becoming a reality.

Data included in our new Australian Cross-Channel Marketing Report, published in partnership with Experian Marketing Services, shows that 57% of Australian companies feel that a lack of strategy is the main barrier to implementing effective cross-channel marketing.

This was followed by a lack of knowledge (42%), lack of budget and poor interconnecting technology (both 38%).

Is it time to talk about tablet retail?

What does the word mobile mean? To many companies, including those in retail, mobile is used to describe any connected device that’s portable.

That makes some sense: despite the fact that there are differences between the growing number of connected devices that can fit in a pocket or bag, there are often enough similarities, at least on the surface, to justify putting them in the same bucket. But can and should the all-encompassing use of mobile translate to strategy?