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Switching email providers: eight steps for Australian businesses

It’s no secret that in the last few years many major email service providers (ESPs) have set up an Australian presence, offering businesses access to a variety of advanced email marketing features, along with local client support. 

Additonally, it’s also widely acknowledged that email is an important marketing channel for any business – often being the most-utilised digital channel by marketers – but within this, partnering with the right email service provider is crucial to success. 

Why CMOs need to understand both magic & logic

Some people refer to the two sides of marketing as art & science but I prefer the term a colleague of mine established: magic & logic.

The term magic works for me as it is about creating an event, an interaction that is able to establish some form of emotional connection.

But logic is increasingly important to a brand as it strives to be consistent and successful in delivering to the needs and expectations of its customers at every point of interaction. 

I believe a good marketer needs to be competent in both.

Search Marketing Statistics

Statistical celebrity Nate Silver on data and marketing

Nate Silver is one of very few people who is both public figure and statistician.

He started in baseball during its analytical revolution, but became famous in the U.S. for his highly accurate predictions of how Barak Obama would win the presidency in 2008, and accurately calling the outcome for all 50 states in 2012.

Silver spoke at SXSW in a session entitled “Is Intuitive Marketing Dead?”

Announcing our new #TheDigitals SuperStar of the Week: @SilverBean

https://assets.econsultancy.com/images/resized/0002/9995/the-digitals-superstar-badge-week-6-blog-third.pngIt’s been a long, hard race to the finish, but today @SilverBean have nosed past the post to become our sixth #TheDigitals SuperStar of the week! 

Congratulations Silverbean! We’ve seen them sharing some great content over the past few weeks so it’s a well-deserved win. As promised, Silverbean have won a place on our international judging panel for The Digitals.

Together with our other judges, they’ll be helping us decide what campaigns, products and services really deserve recognition for advancing the digital landscape. If you or your client have worked on something that you’re really proud of then don’t keep it to yourself, get your entry in by March 13th to be sure of a crack at fame and glory! 

Tablets now account for more web traffic than smartphones: stats

The importance of tablets to ecommerce is well-documented, with research consistently showing that the devices convert at a much higher rate than smartphones.

And new data from Adobe shows global websites are now getting more traffic from tablets than smartphones, at 8% and 7% of monthly page views respectively.

This is particularly impressive considering that the device only came to market three years ago, and it’s also good news for ecommerce sites.

In December we reported that conversion rates from tablets were four times higher than on smartphones, and actually peaked above desktop on Cyber Monday.

eBay: we expect to take over $20bn through mobile in 2013

‘Market leader’ is a banned phrase at Econsultancy and for good reason, but unfortunately it’s also one of the only ways I can think of describing eBay when it comes to mobile.

The company expected to make $10bn in mobile revenues in 2012 and recent figures showed that its app has been downloaded by a whopping 43% of Android users.

Ebay has also held several high profile demonstrations of mobile shopping in London and been a prominent campaigner for improved 4G access in Europe.

I caught up with eBay’s senior director for mobile commerce Olivier Ropars to see what the company has planned for 2013…

Australian group buying sites. Here to stay or fading fast?

Australians spent $504m on group buying sites in 2012, a rise of 1.4% on the year prior, leading some industry experts to predict that group buying is here to stay.

According to a new Telsyte study, in Q4 2012 Australians spent more than $130m on group buying sites and the combined revenues of the top five deal sites saw a growth of more than 9% year-on-year.

Groupon and Scoopon showed the strongest performances, seeing a combined 40% year-on-year rise.

The changing face of narrative in content marketing and campaigns

The importance of content marketing in a world inundated with data is becoming increasing apparent. In fact, if you aren’t doing it, the money and time spent on what you are producing is frankly a waste. Content is now a vital part of search as marketers move away from thinking only in an overabundance of keywords. 

But what about story and the future of narrative? We looked back at a couple of the videos from our recent JUMP conference that highlighted the importance of story and looking at new ways to create it.

Using analytics to boost your social ROI

Recent surveys suggest that 80% of marketers worldwide plan to use social media data to enhance their overall marketing efforts. However, more than 40% of marketers cite lack of analytics capabilities as a factor that prevents them from effectively collecting social media data.

This presents a significant challenge that needs to be overcome in order for marketers to tailor social communications in ways that encourage meaningful engagement.

10 tips for improving the click and collect customer experience

Click and collect (or reserve and collect, or whatever) is becoming ever more popular, to the extent that it is now a vital offering for any large multichannel retailer. 

The reason? It fits perfectly with customer research behaviour, and allows retailers to drive footfall into their stores. 

The experience must be right to maximise sales, and a new report from ExperienceLab looks in detail at the click and collect experience of major UK retailers. 

It’s a big report, but I’ve summarised some of the findings here and pulled out some key tips for retailers… 

Five of the top social fails of 2013 so far

In 2012 some of the world’s biggest brands treated us to some truly spectacular blunders on social media.

My personal favourite was KitchenAid’s attack on President Obama’s dead grandmother, though the Swedish Tourist Board also deserves an honourable mention for its potty-mouthed, anti-Semitic tweets.

Thankfully brands haven’t learned from other’s mistakes so the social fails have continued apace in 2013.

Obviously it’s wrong to make fun of people’s mistakes and revel in their failures, but it’s also important to document social fails as a warning to others (sort of)…

Online advertising in Australia hits $3.3 billion

Digital ad spend in Australia reached $3.3b last year, an 18% increase on 2011, according to a new Interactive Advertising Bureau (IAB) report.

Figures showed that not only did digital ad spend as a whole exceed market predictions last year but mobile advertising saw a growth of 220%, pulling in $86.2m. Year-on-year, video advertising also grew 30% to reach $90.3m. 

The significant rise in figures was due to growth across all categories, including a 27% increase in Search and Directories advertising, a 10% increase in General Display advertising and a 9% increase in Classifieds advertising.

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