online marketing

Six Black Friday trends we learned from performance marketing in 2015

With the dust settled on another record-breaking trading period, what does the underlying data tell us?

This year Affiliate Window’s publishers generated £100m in revenue for 1,600 UK and US retailers across the four day Black Friday weekend bookended by Cyber Monday. That’s a 46% hike in sales revenue for 2015.

Here are six underlying trends.

Econsultancy’s colossal digital marketing jargon-buster

We have a simple goal here at Econsultancy, to make the digital world a better place. 

We do this is by helping every visitor, client and delegate sort through the clutter of digital marketing, and our role here on the blog however is to help on a more day-to-day basis.

We aim to provide useful tips, guidance and best practice advice in a manner that we hope is as jargon-free as possible, to make digital marketing easy to understand for everyone at any level. 

Which is why I’m very proud to present Econsultancy’s Colossal Jargon-Buster, a handy A-Z guide to the most useful and common terms that you’ll come across in the digital marketing world. 

CRO: data driven tests are 7.7 times more effective than UX tests

The 21st century marketer needs an extensive toolkit. As well as the ‘standard’ skills of creativity, organisation and management, these days they also need to be web literate, social media savvy and equipped with basic data science skills. 

Amongst all of these areas of technology competence one that is growing in importance, but is perhaps still misunderstood, is website testing.    

Testing is the new intuition in site development and optimisation. Rather than relying on hunches, the modern web marketer will test potential changes to their site before deploying them thus, we are led to believe, ensuring their efficacy. 

However, if all changes are now tested, how come we don’t all have perfect sites? If testing only tells us the truth, how come we still sometimes go down dead ends? 

The answer lies not necessarily in the tests, but in the ways that they’re applied. We’ve seen thousands of testing processes run across a huge variety of sites and what’s struck us is that the issues that led to unsuccessful tests were common across industries.

Marketing is becoming the new R&D

Google’s Chief Economist Hal Varian coined the phrase “marketing is the new finance”.

Varian foresaw great advances in ways to satisfy people’s needs, better matches between buyers and sellers, and a more robust advertising environment due to the availability of vast quantifies of rich, real-time, highly available “big data.” His predictions today ring truer than ever.  

Now, the information-rich environment enabled by the net is transforming marketing into something more. Specifically, marketing is becoming the new research and development (R&D).

Marketers now have immediate access to consumer behaviors and reactions across multiple channels and media. This empowers them to take a leadership role in determining consumer preferences, meeting customer needs, and helping match supply with demand. In other words, driving the business. 

Techies are from Mars, marketers are from Venus

Marketing software companies might orbit the planet marketing. But they certainly do not live on it.

Despite claims to the contrary, tech geeks still don’t ‘get’ marketers. But what can marketers do to improve relations with techies?

92:1: marketing’s dirty little statistic

If you were to ask digital marketers how effective their marketing budget is at delivering results, they’d probably share some great statistics about metrics, return on investment and customer engagement.

The fact is that while few will admit it, not many companies are getting maximum return on investment for their digital marketing efforts.

How government should do online marketing

The Central Office Of Information (COI) is being scrapped in a multimillion pound cost saving redevelopment, being replaced by the new Government Communications Centre (GCC).

The COI always had benefit in the past because it could collectively buy media in bulk at a preferential rate, giving Government departments net savings when advertising. However, that doesn’t work in a digital environment as bulk offerings rarely offer additional savings. So what can the new GCC do to add value to the digital operations?