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A good mix of stats this week, with figures for social traffic, ad spend and consumer scepticism among others.
It's clear that brands' current priority is uniting data. Companies are striving for the single customer view, allowing smarter marketing and increasing customer lifetime value or better mapping the customer journey.
Even in the UK, where online shopping is at it highest (compared to offline), the percentage of transactions that happen online is around 13%. That's 87% of purchases happening somewhere in the real world.
That's 87% of customer purchase data that brands and retailers want to capture, if they are to identify and market to all of their customers online (providing they opt in).
And, of course, there are some products bought relatively infrequently online, as a percentage of overall sales. Cosmetics is a good example.
Club Clarins is nothing new, it's nearly two years old. But, the scheme is a simple and effective attempt to incentivise customers to hand over some purchase-history data online, after they've purchased a Clarins product in a department store.
I thought it was worth discussing loyalty schemes in the context of brands' pursuit of the omnichannel grail when selling wholesale and retail.
Here's some stats, numbers and figures we've seen this week relating to digital marketing in the US.
Check back on Friday for our EMEA flavour, and Mondays for APAC stats.
For more digital marketing stats, check out the Econsultancy Internet Statistics Compendium.
If you don't live in the US and need some background on Pier 1, the company was founded in 1962 and did $1.8bn revenue in 2013.
There are more than 1,000 stores in the US, with the brand importing goods from more than 30 countries.
The company has been on a steep learning curve in its ecommerce business and has come a long way in the last two years. Now in-store and online are increasingly integrated, with Pier 1 committed at all levels of the organisation to providing a consistent customer experience.
I was at Demandware's Xchange 2014 conference, where I listened to Andy Laudato, CIO at Pier 1 imports, as he discussed the company's journey from having to close a poor performing ecommerce website in 2007, to efficiently joining up online and offline business today.
Andy gave some context for the current state of retail and then shared some really interesting stats from Pier 1's work. Take a look.
Looking at the new World's Cup campaign from Coca Cola and its new video, I was struck by how closely it follows a pattern we've seen emerging in video advertising for the past five years.
I was also struck by how Coke's effort differs from Pepsi's #FutbolNow World Cup campaign and the calls to action, overt or otherwise, in its video.
In this post you can watch both videos and see if you agree with my points. For more detail on best practice in video advertising, see our Online Video Best Practice guide.
The desktop is still a big part of buying gig tickets and associated travel and accommodation, but is that what users want?
As more people try to use mobiles on the go, to buy tickets etc. when they first hear about a gig, the opportunity is there for an app that encapsulates the live music experience, including sharing socially before and after the event.
This opportunity is one GIG BUDDY is hoping to capitalise on. it's a joint venture by SEE Tickets and PayPal, and built by RE:SYSTEMS. I spoke to Tim Hutchinson, Director of RE:SYSTEMS (who built the app), to get a flavour of this new service.
If you've used the app, let me know what you think.
Responsive design is still a hot topic, but it's slowly joining the mainstream that has become the mobile-first mantra of innovative companies.
With lots of new-build websites being responsive and many replatforms, too, there's plenty to review each quarter. Here I've picked out 12, mostly from March 2014 launches alone. They are from quite different sectors, some B2B and some B2C.
Take a look and hopefully it will inspire your own creative, possibly responsive, design efforts.
Please ignore the header image. Curation is not thieving.
There are many companies that don’t have enough resources to employ a dedicated social media man. It’s also the case that many digital marketing execs take care of social media but don’t necessarily have experience with Twitter.
The most important part of managing a Twitter account is having tools in place to make things easier. Chiefly, HootSuite for Econsultancy, but it could be any of their competitors, to keep track of brand mentions, relevant hashtags and to schedule tweets effectively.
Alongside tools, content creation and curation is important. If you’re not doing this, what will you tweet about.
Again, a lot of companies don’t have the resources for copious content creation. That’s where curation comes in.
I’m by no means a social media guru (a relief?) but I think these ideas for what to whack in a tweet, when you’re busy but desire engagement, can be heeded by many. They are all free, so you’ve no excuses.
Our head of social Matt Owen wrote a comprehensive post on why engagement outside of your website is hard to measure but is worthwhile.
I’ve only given you five simple ideas. The idea is that these will get you thinking about what else you can curate. As always, let me know your thoughts. Oh, and give us a tweet.
Econsultancy traditionally publishes marketing statistics of the week on a Friday, but we've decided to mix it up for a while and bring you some US specific stats on a Wednesday.
So here's the first Wednesday edition of US stats, featuring mobile advertising, US brand recovery and the changing roles of marketers.
For more digital marketing stats, check out our Internet Statistics Compendium.
The freemium model is spreading in B2C and B2B, as are paywalls more broadly.
At a recent publishing conference, long gone were the days of impassioned debate about whether a paywall is ‘right’.
The revenue models are working for many and an over-reliance on advertising revenue has been addressed, albeit with mobile making online advertising more lucrative (and to a lesser extent, contextual, programmatic and native ads).
The original discussion seemed about more than revenue, as if the whole concept of the web was under threat. Academics were writing about the democracy of the internet and whether this would be eroded by a dearth of free news content.
Of course, it’s silly to think that ethics play any part in the discussion. Once some companies proved the ability to sell combined subscriptions and then digital only subscriptions, the bandwagon was jumped. These are businesses after all, and many had been in trouble for years.
In this post I’ll detail some examples of approaches to metered paywalls, and look at what factors influence paywall strategy.
The Chinese market is massive and whilst American and European brands are actively pursuing it, Chinese companies are also actively courting this interest.
In this post, I’ll give some examples of brands that have moved into China, selling directly online. I’ll also detail moves from Chinese companies such as Alibaba, which is encouraging US retailers to sell into the country, as well as Chinese brands partnering with US brands with both parties benefitting.
To start with some context, Ernst & Young estimate that by 2030, China’s ‘middle’ will number 1bn and represent two thirds of the world’s middle.
And despite this burgeoning demand in China, home-grown brands are lacking. As China’s twelfth five-year plan comes to end (one of its tenets is aimed at encouraging national brands, not just designers), there are an increasing number of international partner brands in China, and some Western businesses have been bought, too.
Here are five examples of customer-facing dashboards.
The British Airways example below is perhaps the most intriguing. It's not particularly complex, however, it’s an interesting example of how a brand in a sector traditionally poor at displaying information can seem innovative by simply presenting account history back to the customer.
The same perhaps still applies to mobile phone operators. Take a look and see what you think.